Workshops offer opportunities for organizations to learn about new areas of marketing. With robust questions and answers, attendees walk away with new insights, best practices, practical advice, and inspiration. Each workshop is different in its approach, time commitment, and outcomes. Some are more educational in nature whereas others are oriented around collaborative decision-making.
Introduction to the Modern Marketing Model
The first step in pivoting to a higher impact marketing function is understanding the hallmarks of modern marketing. In this workshop, attendees will learn how marketing has changed and the facets of modern marketing design.
The What, Why, and How of Agile Marketing
Marketing organizations move to agile marketing to better respond to the wealth of new marketing data available and to ensure succesful delivery of important projects. In this educational workshop, attendees will learn the fundamentals of agile marketing and how to launch agile marketing pilots.
Executive Prioritization—Where to Start in Marketing Transformation
One of the biggest challenges in starting a marketing transformation, is achieving cross-functional alignment on the top priorities and value-drivers. In this facilitated session, executives will collaboratively determine their organization’s top marketing, customer, and digital strategy priorities.
Top Trends in Marketing Technology
Marketing Technology is a rapidly evolving and dynamic marketing specialization. In this workshop, attendees will learn about key MarTech trends, best practices, and how marketing technology is used to drive value.
12 Ps of Marketing Technology ©
The 12Ps of Marketing Technology © is a proprietary framework for marketing technology strategy, planning, and adoption. With a strong focus on the change needed within marketing, the 12Ps drives the entire MarTech process from capability prioritization to benefits realization. In this educational workshop, attendees will learn about common MarTech challenges and how the 12Ps can help.
The MarTech Business Case – How to Build a Case for Change
Before an organization invests in marketing technology, they need to understand if there is a compelling business case. The business case is not only critical for stakeholder buy-in and approval but as a foundation to measure the benefit realization of your MarTech project. In this educational workshop, attendees will walk away with practical guidance on how to build a MarTech business case. For those organizations actively building a MarTech business cases, follow-up facilitated workshops can be scheduled to collaboratively build your case.
MarTech Deep Dives
There are over 8,000 marketing tools across numerous capability areas. In this workshop, attendees’ benefit from a deep dive into the marketing technology category of their choosing.
The Why and How of Segmentation and Customer Personas
Customer Segmentation and customer personas are the backbone of a well optimized marketing team helping organizations move from “one size fits all” marketing to highly contextual and relevant marketing. In this workshop, attendees will learn the foundations of customer segmentation and why is it important.
Customer Advocacy & Community Marketing
Community Engagement Marketing is one of the most exciting trends in modern marketing and critical to modern branding. It is particularly powerful for B2B companies, membership associations, content providers, and organizations with large communities of digital users. In this workshop, attendees will discover the different type of community and advocacy marketing tools, strategies, and best practices.
Customer Data – Do I need a CRM, DMP, or CDP?
The customer data, marketing automation / orchestration, and experience orchestration / personalization landscape is becoming incredibly complex. In this workshop, attendees will the learn the key difference in the tools and how to avoid common mistakes when embarking on a customer data project.
An Introduction to Marketing Metrics
Measurement and financial accountability are at the heart of modern marketing design. While some organizations strive for the holy grail of marketing attribution, all organizations benefit from a more strategic focus on metrics. In this workshop attendees will learn the fundamentals of marketing metrics and how to develop a KPI (key performance indicator) marketing dashboard. For those organizations, interested in building their marketing dashboard, follow-up facilitated workshops, can be scheduled to collaboratively design your marketing dashboard framework.
Content Marketing – Developing a Winning Strategy
Content Marketing is one of the most important trends in modern marketing. By engaging audiences with relevant and useful content, content marketing can be much more impactful than tradition outbound marketing. Companies with robust content marketing strategies can improve audience discovery, engage customers, and drive revenue. In this workshop, attendees will discover the fundamentals of building a winning content marketing strategy. For those organizations, interested in defining their top content marketing opportunities, follow-on facilitated workshops can be scheduled to define your content strategy.
Marketing’s Role in Discovery & SEO (Search Engine Optimization)
Modern marketing teams lead an organization’s discovery and SEO strategy. n this workshop, attendees will discover the building blocks of a successful content discovery, SEO, and usage program.
Branding Personality Facilitation
A solid brand strategy starts with a clear articulation of your brand archetype and personality. In this workshop, attendees will learn the discover the fundamentals of brand archetypes and why they are so important. For those organizations, interested in defining their brand archetype mix, further facilitated workshops can be scheduled, to collaboratively define your brand personality.
Latest Trends Driving Digital Commercial Advertising Revenue
Supply side advertising (selling ads) and demand side advertising (buying advertising) rely on many of the same marketing technologies and marketing techniques. Whether Publishers sell advertising themselves or rely on partners, it is important to understand the trends that drive revenue especially trends that help publishers provide advertisers with more robust audience intelligence and targeting. In this session, attendees will discover the trends in digital advertising.