Sales & Marketing Collaboration that Works: An Account Based Marketing Imperative

The way marketing and sales work together is broken. Research shows that we are fundamentally misaligned around critical business objectives. Sales doesn’t use the content marketing produces. They keep marketing at arm’s length from prospects, and they fail to provide detailed call insights marketing can act upon. Marketing fails to break through and use buyer insights to drive content deliverables and is afraid to align measurement around sales goals. There has got to be a more effective way!  In this session we’ll explore where sales & marketing partnerships fail and what companies who exceed revenue and lead goals are doing differently than those who meet or miss their goals. You’ll walk away with specific actions that are proven to drive results.

Mapping Personas in Your Marketing to Maximize Value

Developing & utilizing Personas is hard work! Marketers sink time into primary research, testing and documentation. Then what? We use Personas for messaging but then lose steam and focus regarding the segmentation part of our strategy. We rely on titles, company size and industry to define personas – but there is so much more! It’s a fatally flawed approach that leads to lackluster results.

In this session you’ll learn actionable tactics for going beyond firmagraphics to integrating truly insightful persona indicators.  Please see the accompanying video featuring Samantha Stone creator of the Ultimate Persona Interview Guide, for more context

Supercharge Your Personas with Marketing Technology

Marketing Technology is booming and making it’s way into every part of the marketing ecosytem. Marketers are able to do more strategically and tactically as technology enables flexibility and functionality across various areas related to marketing efforts. We are smarter than ever about data, personalization and ROI and more. And the marketing technology landscape is no doubt fostering those advances. One of the biggest wins is what we can now do with Personas.

Developing and utilizing Personas is hard work! Marketers sink time into primary research, testing and documenting all of it. But then what? Sure we use Personas for messaging but then we lose steam and focus when it comes to the segmentation part of our strategy. We end up relying on titles, company size and industry to define our personas – but there is so much more! It’s a fatally flawed approach that leads to lackluster results.

Defining and building personas is starting to have more of a presence in strategic marketing initiatives and it’s only a matter of time before the practice becomes a mainstay. And it’s going to become increasingly important to integrate your persona mapping directly into your automation system, your CRM and other areas of your marketing stack, to gain the most effective results.

But, we won’t just talk about it and send you on your way! We will provide actionable tactics on exactly what to map and how to go about it. You will walk away with a better understanding on how tap into the technology at your fingertips to dig deeper than just industry and title and instead make better use of personas throughout the customer journey.

Marketing maven, Samantha Stone, creator of the Ultimate Persona Interview Guide presents a soup-to-nuts account of building effective personas, applying them with intelligence and the discusses the importance of successfully integrating them in your marketing technology ecosystem for maximum results.

Building Effective Personas That Convert

The notion of gaining more clarity about your buyers is not “new” to marketing professionals. However, because marketing is filled with smart, creative types, the ways in which we can pull this info and get more insight continues to evolve.

Defining and building personas is starting to have more of a presence in strategic marketing initiatives and it’s only a matter of time before the practice becomes a mainstay.

But where do you even start? Marketing maven, Samantha Stone, creator of the Ultimate Persona Interview Guide presents a soup-to-nuts account of building effective personas that convert.

The Intersection of Technology and Content

The marketing landscape is bustling with technology. Everywhere you look there’s a tool to contribute to, calculate metrics for, analyze and organize marketing efforts. And deciding what technologies to employ and how to have them all co-exist is a delicate dance. It takes finesse and a little trial and error. But don’t get too comfortable, because with the rapid rise and adoption of content marketing, the arsenal of technology accompanying it continues to grow by the day.

This talk will help you gain a better grasp on the tech that can take your content to the next level – from understanding your content needs, where to focus time and money, and how to create a cohesive strategy as you navigate the intersection of technology and content.

The New Power Couple – Content Marketing & Lead Gen

There are so many avenues of marketing that it can be overwhelming to decide where to go and what tools to use to get there. One of the most important parts of being a marketer is to maximize the little intricacies of each of these paths by understanding how they work together to reach a common goal. And with the constant debates over how to measure marketing efforts, that notion is more important than ever.

The relationship between content marketing and lead gen is the perfect example. In many marketing departments, the two are completely siloed – the creatives deal with churning out content and the data folks cull the lead gen data. But there is such a strong connection between content marketing and lead gen, that the smarter thing to do is to view the duo as the power couple that they are!

Scaling Intelligent Content – From Strategy to Execution

The rapid adoption of intelligent content as a brand differentiator has left marketers with a pressing sense of urgency to churn out meaningful and impactful material. The good news is, that just like in most areas of content marketing, learning how to scale your intelligent content can help maximize your efforts and leave a lasting impression on your audiences.

I had the opportunity to participate in, “How to Choose the Right Content Marketing System,” presented by Samantha Stone. I wanted to let you know that I thought it was a stellar session that offered great information, actionable data, and clear responses to participant questions. Ms. Stone was an outstanding presenter and, when a question I’d submitted wasn’t covered due to lack of time, she reached out to me directly to follow up, both by email and then by phone. Overall, her presentation and the guidance she shared were head and shoulders over several similar presentations I participated in as I gathered information and insights to assist my company with this issue.

Chris Watson
Director, Content Marketing & Marketing Programs
KVH Industries, Inc.

What a pleasure it was having Samantha as a speaker at the Boston Entrepreneurs Network event  “Guerilla Marketing to Create Buzz for your Product or Service.” Samantha’s presentation style was professional, engaging and humorous – a great combination. The presentation was rich in content, expertise, and insight.  But most of all Samantha’s energy, enthusiasm, and passion for marketing captured the audiences attention.  Samantha was also extremely generous with her time in answering questions even after the event.

Stacey Arbetter
Advisory Board Member
Boston Entrepreneurs Network