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Upcoming events (3)
Since 2018 when the EU passed its General Data Protection Regulation (GDPR) landmark privacy law, subsequent regulations including the California Consumer Privacy Act (CCPA), Brazil’s Lei Geral de Proteção de Dados (LGPD), and other country and U.S. state laws have put privacy front and center for business. This complex area, which was previously the purview of Legal and IT departments, now is a company-wide concern. Marketing’s role is crucial to ensure that customers understand what protections have been put in place, and to serve as bridge and translator between the company and various stakeholders.
This session will unpack the core tenets of privacy as it relates to B2B, marketing and sales. What do you need to know about current legislation and likely future developments? How does it impact your systems and messaging? What impact will the end of 3rd party cookies have on targeting and measurement? Participants will receive a handy checklist of privacy compliance basics.
Susan Raab is managing partner for the Customer Data Platform Institute and heads its privacy program. She has spent many years as an international marketer and journalist.
Google and Facebook account for much of consumer time online... But they are not the only gatekeepers of attention and influence, nor can marketers who spend 90%+ of their budgets and energy on these two sources alone expect to build resiliency, diversity of traffic, or competitive advantage. High costs of traffic, high competition, and low ROI are the hallmarks of efforts poured into these behemoths.
By expanding your marketing to sources like content, broader social, email, in-product marketing, webinars, podcasts, influencers, brand, PR, co-sponsorships, and more, you can dramatically improve not only your opportunities off Facebook and Google, but (ironically enough), on them, too.
Rand Fishkin is cofounder and CEO of audience research startup SparkToro. In 2004, Rand created the SEOmoz blog, which, over the next decade, became the world’s most popular community and content resource for search marketers. In 2007, Rand became CEO of Moz (prev. SEOmoz), the software company he co-founded with his mom based on the blog’s success, which he left in 2014; he remains the board's chair. He’s dedicated his professional life to helping people do better marketing through his writing, speaking, startups, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter. If you bribe him with great pasta or great cocktails, he’ll spill big tech’s dark secrets.
For most marketers, customer advocacy and word of mouth are recognized as critical. Yet, how to leverage the power of your customer network isn't always fully understood. The endorsement of a customer carries more weight and is more credible than advertising, and helps you tap into new pools of potential customers beyond your usual reach. Happy customers are more loyal and have higher retention. They spend more (and more often) which accelerates revenue. And they often become advocates, which drives new revenue streams. For most companies, advocacy does not simply happen but is the result of deliberate steps to enable customers to share their stories. From onboarding and nurturing, to making it a win for the customer, there are specific steps marketers and sellers can take to optimize customer advocacy.
Relevant for B2B and B2C companies alike, Patrick Rooney will dive into the approaches and strategies that lead to creating and cultivating customer advocates and harnessing them to increase loyalty, be a spark for revenue growth, and improve your business.
Patrick Rooney is the founder and CEO of Seventh Echo, a consulting firm working with small and midsize technology and professional service firms create customer advocates. Previously, he co-founded the social media and digital marketing firm Zocalo Group (acquired by Omnicom Group) followed by QUEsocial, an employee advocacy technology platform (acquired by Symphony Technology Group). Following the 2016 acquisition of QUEsocial, named 2014 HR Technology Product of the Year, Patrick helped lead the integration and go-to-market strategy to unify seven brands into a new HR Tech company, Symphony Talent.