Name: The ABC's of Marketo Engage
Start: 2023-10-02T13:23:00Z
End: 2023-10-02T13:24:00.000Z
Location: BrightTALK
Rating: 0

It’s through exceptional customer experience management that businesses meet increasing customer expectations, do more with less, and build enduring trust and loyalty—all while driving profitability. However, scaling content and customer personalization to boost engagement and conversion is a challenging task—especially so when balancing the needs and experience of your internal employees, too. Watch our webinars to learn more about how to achieve customer and digital experience-led growth.

With advances in data collection, assembly, management, and analytics, marketers can now access entirely new datasets that unlock new insights and ways to measure their business.

Going beyond traditional B2B metrics, leaders are now adopting predictive and prescriptive metrics to power continuous marketing improvements and gain insights into future trends. This shift is allowing businesses to enhance the total experience for customers, employees, and partners.

Join Adobe and 451 Research for an in-depth review of this research that provides new insights into how leaders are pursuing marketing metrics in a data-driven world.

Watch this webinar  to learn:

• New valuable metrics that leaders are adopting
• The impact of using real-time data and technologies to improve the overall customer experience
• A digital maturity model for benchmarking the digitally driven versus digitally delayed organizations

Presenters:
•Sheryl Kingstone, VP, Customer Experience and Commerce, 451 Research
•Jill Steinhour, Director, Industry Strategy, Adobe

Marketing Metrics of the Future

According to a recent Gartner survey, marketing analytics teams are still struggling “to connect insights to business value.” With unified marketing measurement - a holistic combination of marketing mix modeling and multi-touch attribution - marketers can leverage the power of AI to strategically invest across channels (online and offline) with confidence

Adobe Mix Modeler, a unique AI-as-a-service framework, provides marketers with measurement and planning capability flexibility while also democratizing access to data and insights, which are continuously refreshed with the latest marketing outcomes. This new unified marketing measurement solution uses AI to identify the channels that provide the highest ROI to optimize your marketing investments.

Watch this webinar to see how marketers in Retail, M&E, and Travel & Hospitality industries can plan, budget, and measure the success of their marketing efforts with Adobe Mix Modeler.

In this webinar, you will learn:
• How the measurement landscape is rapidly evolving, and the benefits of adopting a technology-first unified marketing measurement solution 
• How AI can empower marketers to create powerful models that measure the business impact of historical marketing efforts and confidently plan their marketing investments for maximum ROI in the future 
• Considerations for adoption and real-world examples

Presenters:
• Lily Chiu-Watson, Director Product Marketing, Experience Intelligence  
• Marta Frattini, Director Industry Strategy & Marketing

Maximize Your Marketing ROI with Unified Marketing Measurement

For many healthcare organizations, the “December 2022 Bulletin” regarding the use of online tracking technologies by covered entities governed under HIPAA raised alarm bells across web, IT, and compliance. Teams scrambled to find compliant solutions, remove legacy tags, and get creative with de-identification — all in an effort to prevent them from going completely data-less in the wake of the HHS guidance.

But in healthcare, analytics is about more than tracking page views or understanding how users are engaging with your site. It’s about making smart business decisions that can help your patients find and navigate care. Going data-less is not an option.

Watch this webinar to learn how Adobe has not only partnered to remedy analytics compliance concerns of some of the largest healthcare providers in the nation, but also how together we’ve transformed their analytics practices to support business decisioning, drive marketing effectiveness, and reduce operating costs. 

In this session, we discuss:
• How top providers and payors have responded to the OCR HHS Bulletin
• The secure capabilities of the Adobe Experience Platform HIPAA-ready analytics solution: Adobe Customer Journey Analytics
• What to expect when transitioning from non-compliant platforms to Customer Journey Analytics

Presenters: 
• Brian McIntosh, CCO & Joe Christopher, VP of Analytics, BlastX Consulting  
• Tom Swanson, Strategy and Marketing, Adobe

Note: If your organization has not addressed the OCR HHS Bulletin, you can review this link for more information.

Unlocking Powerful Insights with HIPAA-Ready Analytics

How well do you know your consumers? Can you put that understanding into action to deliver personalized commerce experiences that convert? Hanesbrands has been laser-focused on solving these challenges across multiple brands, marketing and ecommerce channels, and touchpoints spanning the customer lifecycle.

In this webinar, Emmylou Jordan, Sr. Manager of Global Business Insights & Data Analytics, alongside Adobe Product Marketing, will pull back the curtain on Hanesbrands’ unique approach to setting and executing against a robust, data-driven personalization strategy. 

Delve into three best-practices, including:

• Developing a deep understanding of the customer
• Applying a framework to transform the customer experience
• Structuring your team and approach for success
• Don’t miss this opportunity to learn from Hanesbrands data and personalization

Presenters:
• Emmylou Jordan, Sr. Mgr Global Business & Data Analytics, HanesBrands Inc.  
• Rohan Bhatt, Sr. Product Marketing Manager, Adobe

Hanesbrands: Putting Data into Action for Exceptional Commerce Experiences

Today, customers expect organizations to deliver relevant, personalized experiences that enrich their lives, forge genuine connections, and provide real value — and great content is at the heart of those experiences. 

Producing the volume and variety of content required for various audience segments and contexts across every channel puts severe pressure on marketing and creative teams to keep up — all while being charged with managing costs and optimizing budgets.

The good news is that as challenging as it can be, there are steps you can take today to streamline your content creation-to-activation process to keep up. 

In this webinar we’ll discuss:
• The transformative power of an integrated Content Supply Chain
• How generative AI can enable speed, scale, and ROI today — with an eye toward what’s possible
• Best practices on where to start in this transformation
• Real-world case studies to inspire your teams

Getting Started on Your AI-Powered Content Supply Chain Transformation

Creative workers are constantly asked to keep up with deadlines and stakeholder requirements and provide a great overall customer experience — all while juggling the work it takes to get it done.

This can seem overwhelming, but what if you focused on how you’re getting work done while giving yourself more time to be creative, productive, and efficient?

In this webinar, join Ephraim Cruz, director of operations at Xfinity Creative, a vibrant creative agency based in New York City, as he shares how he and his team have built up Xfinity Creative using a virtual-first approach. You’ll learn four specific best practices to make work more visible, streamlined, and iterative.

We’ll discuss:

• How to optimize your work to get more accomplished
• How to align teams across the organization
• How to best manage creative resources on the fly
• The importance of making your work visible through reporting and data

The New Way to Work to Transform Your Business

Today, many enterprises are hampered by fragmented data, systems, and teams, resulting in inconsistent and unimpressive customer experiences. To overcome these challenges, brands are investing in connected technology that natively supports personalized insights and engagement. 

But the first question most organizations have with a new investment is, "What’s the return on investment?" To address this question head-on, Adobe commissioned Forrester Consulting to produce a Total Economic Impact (TEI) study to help brands understand the bottom and topline impact they can expect when investing in Adobe technology to support personalized insights and engagement.

Join Ryan Fleisch with Adobe, and guest speakers Joe Stanhope and Corey McNair with Forrester, as they unpack the results of the study. They’ll uncover how customers unlock three key benefits when investing in personalized insights and engagement powered by Adobe Experience Platform.

Solving for Personalized Insights & Engagement: Hosted by Adobe Feat. Forrester

B2B buyers now expect tailored, personalized content catering to their specific roles, industries, and requirements at every phase of the purchasing journey.

Similar to many organizations, IBM determined that meeting these expectations stretched beyond its conventional content creation and distribution methods. Consequently, the company embarked on a journey to revamp its content supply chain and establish a solid foundation to harness the power of generative AI.

Learn firsthand from the IBM marketing team as they share their transformation journey and strategy to pressure-test and incorporate generative AI into the content supply chain. Watch this webinar to gain insights into:
• Benefits of a streamlined content supply chain with generative AI, integrations, and automation 
• Strategic approaches the marketing team at IBM put into place for their content supply chain 
• Practical approaches to pilot generative AI use cases and prepare for widespread adoption

IBM’s Content Renaissance Transforming the Content Supply Chain w/ Generative AI

Creating and delivering personalized and engaging experiences at scale is crucial for driving your business growth. 

Join us for this informative webinar to learn how to harness the power of the Content Supply Chain to plan, create, deliver, and analyze high-quality content. We will share best practices and highlight how AI and Automation can help you streamline workflows and processes across the content supply chain. 

Join this webinar to:
• Understand common challenges and issues that can occur when your content supply chain is broken
• Discover ways to optimize your content supply chain operations to scale content production, increase searchability and reuse, and deliver personalized experiences at scale
• Learn how to measure true content effectiveness and use it to create a content strategy that always converts
• Explore real-world examples of how the streamlined Content Supply Chain has helped customers achieve efficiencies and scale

Harnessing the Power of the Content Supply Chain

The shift from campaign or product-centric marketing to customer-centric engagement has left marketers feeling both excited and anxious. The next generation of customer journey management requires a reimagination of the marketing workflow. 

Embracing Generative AI empowers your marketers to amplify their strategic insights, streamline processes, and unlock innovative solutions that may have been otherwise elusive, ultimately leading to a more dynamic and impactful marketing landscape.

Watch this webinar to learn about:
• Evolving customer expectations for brand engagement
• Creating a customer-centric journey management strategy
• Generative AI innovation for customer journey management at Adobe

Next-Gen Journey Management Fueled by Generative AI

Accenture’s Marketing and Communications organization needed a way to break down process silos, improve operational efficiencies end-to-end, and enable more consistent automation of mundane tasks.

The solution was standing up a new Digital Asset Management solution as part of its martech stack, enabling the company to optimize its end-to-end content life cycle leveraging Adobe Experience Maker Assets, Sites, and Workfront. 

Join us in this webinar to learn how Accenture made the move, resulting in 5 hours fewer manual work per person, per week, and a 43% decrease in manual steps overall. 

Accenture’s Global Marketing Services Lead, David Bonalle will conclude the talk by reviewing the top 5 lessons they learned so your automation journey can be even easier!

Combining the Power of Creativity with Intelligent Automation

The advent of streaming services revolutionized the entertainment landscape, offering viewers a convenient and personalized way to access a vast array of content. However, one challenge that has emerged for streaming platforms is subscriber churn — the rate at which subscribers cancel their subscriptions.

To date, the view of the subscriber journey has been rather binary — you are either a subscriber or not. In truth, a new view of the complex subscriber journey is required. There are multiple aspects to a subscriber journey that may involve re-subscribing, moving from subscription tier to adtier, and switching to another service.

In this webinar, Adobe and Antenna share our co-developed Streaming Subscriber Journey POV findings and dive into how the subscriber journey has evolved.

Watch this session to:
• Understand deeper context and insight into the various audience segments of the streaming video landscape and the role media companies play in influencing these subscribers
• Learn how media companies can effectively develop a more nuanced view of the customer subscriber streaming journey
• Explore the latest trends in how video streamers are adopting more sophisticated tactics to combat churn and rekindle growth in the ever-evolving streaming world

Understanding the Streaming Subscriber Journey

As the digitization of healthcare continues, leading organizations have responded by leveraging their data to create meaningful 1:1 digital engagement that rivals the connection of traditional, in-person interaction. Adobe Experience Cloud for Healthcare makes it all possible.

Adobe is changing the game with purpose-built technology to support the secure use of ePHI throughout acquisition, care navigation, and wellness journeys, but we know it takes more than great tech to launch a successful digital experience program.

In this webinar, we surveyed healthcare trailblazers who are leading the way for personalization in healthcare, to learn what it takes to drive organizational readiness for true digital transformation.

Watch this webinar to gain:
• An understanding of the importance of personalization at scale in driving superior healthcare experiences
• Actionable takeaways to identify where to start within your organization
• Lessons learned from those who’ve done it, including tackling common challenges

Jump-Start Your Personalization Program for Healthcare and Life Sciences

Shoppers today have unfettered access to brands through multiple digital channels. That means competition is just a click away and gaining consumer loyalty is getting increasingly difficult.

Unlike the average consumer, luxury shoppers demand an exquisite blend of tailored experiences, exclusivity, and an inspiring brand narrative. The emphasis they place on physical brand experience is unequivocal. They want an experience that goes far beyond the product itself, and they have the means to pay for it.

In this webinar session, you will learn:

• What is driving and inspiring loyalty in today’s luxury market?
• What do consumers really want from luxury brands?
• What are the levers luxury brands can pull to drive loyalty and customer lifetime value?

The Art of Winning Loyalty in the Luxury Market

In the financial services industry, customer loyalty is a precious asset. Gaining trust as a financial partner goes beyond merely offering transactional capabilities. It means providing support throughout your customers’ financial journeys.

However, delivering personalization at scale requires quality data to power customer insights, a content supply chain that streamlines content creation and delivery, and seamless omnichannel experiences.

Watch our webinar with Accenture to explore how automation and generative AI can help you orchestrate journeys that span web, mobile, branch, and call center channels, delivering dynamic content that is tailored to each customer's unique needs.

In this session you will learn how:
• The financial services industry is advancing its digital initiatives, based on the latest research and insights.
• Adobe’s applications can help you deliver highly personalized journeys that put the customer at the center of everything you do.
• Emerging capabilities, such as Gen AI, can enhance your efforts in discovering new audiences, identifying insights, and creating content.

Powering Personalization at Scale in Financial Services with GenAI

In a recent study of business leaders conducted by the IBM Institute for Business Value, more than 1,500 executives across 10 industries and nine countries were surveyed to understand how organizations are approaching their work management transformations, how effective they are at doing so, and what challenges might be getting in the way.

The study revealed that nearly 6 in 10 respondents believe the need for effective Enterprise Work Management has escalated, moving it from a “nice-to-have” to a mission-critical priority. 

And the benefits of integrated work management strategies align accordingly, with respondents saying that integrated work management has resulted in improved productivity, reduced costs, and improved customer satisfaction for their organizations.

Join us for this webinar to hear more research results from the IBM study and learn why your work management model must evolve and mature into Enterprise Work Management (EWM) for your organization to truly grow and thrive.

Register to watch on-demand!

Aligned to Thrive with Enterprise Work Management

Univar Solutions is revolutionizing its industry by putting digital at the core of its business. In this webinar, Univar shares how they debunked common B2B commerce myths and how you can surmount similar challenges.

Join us in this session to learn how to counter common misconceptions like:
• If you build the site, customers will come
• Sellers will "lose" their customers to digital commerce
• Publishing pricing online is a race to the bottom
• All e-commerce platforms are the same

Register to watch on demand!

Debunking Top B2B Commerce Myths with Univar

How does a business go from zero to hero? 

This webinar is designed to teach you the beginning stages of that formula. We will show you how your business can conceptualize and utilize the Marketo maturity curve, ultimately leading to that coveted center of excellence. Marketo is not a one-size-fits-all tool, but what it can do is grow and scale to the needs of your business models.

Join Corey Bayless, 3X Marketo Champion and Senior Manager at Adobe Platinum Partner TA Digital to learn how you can use this best-in-class marketing solution to strategize, personalize, and streamline every part of your buyer’s journey.

Register to watch on-demand!

The ABC's of Marketo Engage

Account Based Marketing

Content Marketing

Digital Marketing

Marketing Analytics

Marketing

Marketing Intelligence

Customer Experience

Buyer Journey

Customer Journey

Business Intelligence

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Social Media Marketing

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Marketing Operations and Automation

Mobile Marketing

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Webinar and Video Marketing

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Online Advertising

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Data and Analytics

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The ABC's of Marketo Engage

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