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Applying Business Intelligence in Demand Generation

More than 50% of B2B marketers cannot accurately measure the ROI of their marketing efforts. In order to accurately measure the impact of their demand-generation programs, marketers must take a more holistic and strategic approach to demand generation.

Data is often not the problem as the B2B enterprise has expansive amounts of data. The challenge lies in determining the context of the data and knowing what actions should be taken based on the data analysis. Without this insight and analysis, B2B marketers will only rely on guesswork as they seek to optimize their performance and drive more revenue from their demand-generation investments.

In this webinar, Adam Needles, Chief Strategy Officer and Principal at ANNUITAS shows you:

  • What KPIs marketers should be measuring to get better visions into their demand-generation performance
  • How to use the intelligence of your data to better optimize performance
  • An example of a client and their success with business intelligence and analysis

Adam is a passionate B2B marketing change agent—helping companies build successful, modern, buyer-centric demand generation programs and transform their lead-to-revenue demand processes to drive profitable revenue growth and build sustainable brands. He is the author of Balancing the Demand Equation: The Elements of a Successful, Modern B2B Demand Generation Model, a book written for B2B marketing leaders.

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How To Build an HR Strategy That Is Ethical, Mission-Driven and Gets Results

Ethics and workplace culture are at the heart of any successful business strategy. An organization’s ability to execute its mission and vision is directly proportional to the health of its culture and strength of its ethical values in action.

Today, more and more companies are looking to HR to bridge what may seem like an impossible divide: to align the high-level ideals behind mission and vision with tangible business results.

Susan Alevas, President, Alevas Consulting Group and eCornell Faculty Instructor, discusses how HR can bridge the divide and provide a winning strategy for senior leaders, HR professionals and managers at all levels. You’ll also learn:

  • How to develop and preserve a culture that supports the business strategy through ethics in action.
  • Several key steps your organization can take to strengthen its culture and boost its ability to execute its business objectives.
  • How to avoid common mistakes HR professionals make in this arena.

Susan F. Alevas, Esq. is president of the Alevas Consulting Group, an engaging management/training consultant and a principled private attorney licensed to practice law in the states of New York and Florida. Her previous management career included leadership in human resources and labor relations in both the private and public sectors.

Ms. Alevas is also an adjunct instructor at Cornell University’s School of Industrial and Labor Relations, and teaches a variety of in-person and online courses in human resources, law and management-development topics and programs.

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Introducing the Sales Growth Certificate

In our ever-evolving marketplace, it’s easy for sales teams to be overlooked. But the fact of the matter is, your organization’s sales team is crucial to the organization’s overall health and success. Sales team members must have up-to-date skills and an extensive knowledge of what works—and what doesn’t.

To that end, I’m thrilled to announce the launch of Sales Growth, our newest certificate at eCornell! Based on the book Sales Growth: Five Proven Strategies from the World’s Sales Leaders, authored by experts at McKinsey & Company, the five courses within the certificate translate insights from 150 worldwide sales leaders into clear and practical guidelines for action.

If you haven’t seen it yet, you can get a taste of what to expect with eCornell’s summary of the Sales Growth book.

The certificate in Sales Growth will expand on the concepts introduced in the summary, giving you and your team tools and strategies to create a plan to drive real growth in your company. Here’s some of what you’ll learn:

  • The value of micro-market analysis to find hidden and unique opportunities for growth.
  • Strategies to streamline your go-to-market process to increase face time with the highest- priority clients.
  • How to focus your value proposition to the individual needs of the client for higher conversion rates.
  • Tools and techniques to move away from pricing tunnel vision during negotiations.
  • How to choose the right metrics and targets to track for growth.

Each course is two weeks long, so you can earn your certificate within two and a half months. This certificate program is available only to organizations.

To learn more about the certificate, click here! Looking for printable information? Click here.

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7 Strategies for Learning Leaders: Driving Agility, Accountability, and Results

Much is expected of today’s learning leaders. They must ensure that their organization has the learning opportunities and resources it needs, measure the business value the department provides, and stay on top of their evolving roles. This session is designed to help learning leaders build personal and organizational agility and success through learning. The seven strategies introduced in this webcast will help you stay at the top of your game.

Presenter: Mollie Lombardi, President and Principal Analyst, Workforce Management, Brandon Hall Group

Mollie Lombardi has spent the last 15 years working with HR leaders across the globe, surveying and interviewing tens of thousands of end-users to understand the key workforce challenges facing today’s organizations. Her research focuses on understanding the combination of strategies, processes, tools, and technologies that enable organizations to achieve measurable business success. Mollie’s research and consulting work has helped organizations in a wide variety of industries unleash the potential of their talent, unlock the insights from their workforce data, and think through the change management challenges required by shifting demographics, changing marketplace needs, and technological innovation in the human capital space. She has written and spoken about a wide variety of human capital management topics, including strategic workforce management, workforce planning, employee assessments, and the use of emerging technologies.

The Association for Talent Development and eCornell present a free webinar on Thursday, November 20, 2014 2:00pm – 3:00pm EST: 7 Strategies for Learning Leaders: Driving Agility, Accountability, and Results

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It’s Not About You: Why Hotel Marketing Needs to Change

Is your marketing all about you? About how beautiful your rooms are, how delicious is the restaurant’s menu, how soothing are the spa services? All this may be true, but let’s be realistic: Your potential guests are hearing the same thing from every hotel.

In addition, a 2012 comScore study found that average ad effectiveness increases with age, meaning, traditional marketing is less effective with each new generation that comes along. Millennials (the youngest generation in the study) are more difficult to persuade via advertising when compared to older viewers. In just a few years, the majority of hotel guests will be Millennials, and traditional marketing will be useless.

So what should hoteliers do? Hotels need to switch from all-about-me marketing to targeted, guest-centric marketing.

Revinate marketing experts Daniel Mason and Betty Mok show you:

  • why marketing needs to change.
  • what hypertargeting is and how to do it.
  • how hoteliers can leverage customer data to deliver effective marketing, enhance the guest experience, and drive greater revenue.
Betty Mok, Director of Product Marketing

As the Director of Product Marketing at Revinate, Betty is responsible for new product and feature launches including pricing, packaging and messaging. Prior to Revinate, Betty has over 10 years of marketing experience at a range of businesses from small businesses to Fortune 500 companies including Intuit and American Express, with a focus on online marketing and launching new technology products. Betty has a BA from NYU, Stern School of Business and an MBA from Columbia Business School.

Danny Mason, Head of Demand Generation
As the Head of Demand Generation at Revinate, Danny is responsible for creating and managing programs that drive interest in Revinate, quantifying the success of those programs, and refining/optimizing performance. Prior to joining the Revinate team, Danny earned his BS in Hospitality Management from UNLV (sorry Cornell team!).

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Human Resources’ New Role as Leader, Organizational Strategist

In this short, one-minute video, Cornell Professor Chris Collins discusses the kind of training that human resources professionals need to become organizational leaders and growth strategists.

In short, Prof. Collins says that today’s human resources leaders should be prepared to:

  • make high-level, data-driven organizational decisions.
  • play a prominent role in the formation and execution of broader company strategy.
  • foster diversity and inclusion programs to build a competitive talent profile.
  • encourage company growth through talent management, employee engagement and recruitment policy.

If you’re interested in becoming an HR leader and organizational strategist, check out eCornell’s Advanced Certificate in Strategic HR Management.

 

 

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Reputation and Revenue Roundtable

An Ivy League professor, a leading hotelier and a reputation management executive walk into a bar…

Cornell’s Bill Carroll, citizenM’s Michael Levie and ReviewPro’s RJ Friedlander joined forces on for a live, in-depth discussion on hotel guest experience, online reputation and how the social web can be leveraged to drive revenue growth.

In this fast-paced session, Bill, Michael and RJ:
•    Show how to interpret guest intelligence analytics and turn insight into action across the hotel enterprise.
•    Provide tips on developing customer-focused operations and service strategies to exceed expectations and deliver unforgettable experiences for your guests.
•    Explain the importance of driving review volume across multiple channels and how to increase your rankings on OTAs and TripAdvisor.
•    Discuss how hotels can use guest intelligence data to improve operations and optimize their revenue generation strategies based on the latest research from Cornell’s School of Hotel Administration.

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Monetization Strategies For The Internet of Things

Learn how “The Internet of Things” and the tidal wave of customer data can positively impact your service, grow revenue and increase profit potential.

Tom Dibble, President and CEO of Aria:

  • Highlights shifts in monetization models and recurring revenue
  • Discusses “The Internet of Things” and emerging opportunities in customer data
  • Shows you how a finance department with an agile billing system can maximize service, revenue and profit potential by leveraging their back-end monetization systems.

Will you be ready to exploit the revenue opportunities that come from 26 billion interconnected devices and the tidal wave of ensuing data?

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Marketing Strategies: Driving Demand and Connecting With Today’s Buyer

Are you failing to make a real connection with customers? Are you dragging down your sales team by delivering low-quality leads?

In a recent B2B study, ANNUITAS found that only 2.8% of organizations rate themselves as effective in demand generation. That’s abysmal, but insightful at the same time. The study revealed that too many marketers are overly focused on tactics in lieu of a cohesive strategy.

Carlos Hidalgo, CEO of ANNUITAS, discusses:

  • The fundamentals of strategic demand generation.
  • How to build a demand-generation strategy that will guide your tactical game plan.
  • How to align your inbound and content marketing efforts around buyers’ needs.
  • How to measure ROI and optimize your marketing efforts for the greatest success.
  • The skills required to become a successful marketing strategist.

 

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Proactive Customer Experience: A High-Profit Strategy

With so much customer data and powerful technology at our fingertips, we have the opportunity to delight and dazzle customers like never before. But obsessing over the client experience isn’t just an exercise in integrity; it’s a proven strategy for revenue generation and business growth.

John Goodman, Vice Chairman of Customer Care Measurement and Consulting and author of Customer Experience 3.0 shows you:

  • How to be proactive about customer satisfaction with “Psychic Pizza”—that is, delivering the pizza just before the customer orders it.
  • How to set priorities and make decisions around the right customer data, which will drive more business.
  • The technology, staffing and process requirements for proactive customer experience.
  • How to demonstrate the ROI of customer experience, in a way that the CFO, the CMO, and the CEO will accept.
  • How to identify quick wins for measurable impact.
  • How to train yourself and your team for next-level business performance.

Customers expect more than ever before from business. It’s time to deliver on your company’s brand promise.