A Marketing Reflection: Quaero's 2011 Webinar Recap
Here at Quaero, it's a magical time of the year. Using up last vacation days, attending company holiday parties, and of course, planning for 2012 marketing efforts. A whole new collection of events, webinars, eBooks, etc. that we will be rolling out in the coming year. As we plan, however, we don't want to forget the success of 2011, because we were fortunate to work with some fantastic people, and create a good deal of content that we trust will live far beyond the new year. For this reason, I thought it would be nice to recap some of our 2011 webinars, and the lessons that we learned from them. Thank you to our friends at Neolane, who gave us the idea with a recap of their own.
In 2011, marketing saw continued growth in social media, although the growth occured on existing platforms. Aside from Google+ entering the field (which hasn't yet picked up quite as much steam as many, including myself, originally projected), as I read from another blogger, the buzz was less about, "What's new in social media?" and more about, "What's new on Facebook and Twitter?" And there was a lot of new in 2011. Facebook gained a lot of attention by starting to roll out its new 'Timeline' feature. In fact, 'Facebook' was the #1 searched term on the web this year. Twitter added branded pages and introduced a more robust advertising platform.
Still, with all of this growth in social media, there has not been a drop in traditional media consumption. Quite the opposite, in fact. Also, as Forrester Research, Inc. points out, young consumers trust TV advertising more than any other form of advertising, and more than 3 times as much as they trust mobile ads. What does it all mean? It means that as marketers, we aren't replacing one type of customer data for the other. Our data just keeps getting bigger, and bigger, and BIGGER. Such was the trend in 2011, and buzz words like 'Big Data' and 'Multi-Channel Marketing' gained even more strength. Our webinars largely attempted to boil down the key areas of concern to help marketers get a grasp of the landscape, and how to begin making changes in their organizations.
Quaero's VP of Client Acquisition & Marketing, Michelle Boockoff-Bajdek, joined Neolane's VP of Marketing Kristin Hambelton, and IDC's Research Manager, CMO Advisory Gerry Murray in "Keys to Marketing Automation: Success and Where to Start." In this webinar, the panelists discussed best practices in standardizing your customer data, deploying marketing automation, integrating data with workflows, as well as identifying KPIs for marketing and sales alignment.
In "4 Key Steps to Smarter B2B Marketing: Think Like a Database Marketer," Quaero's Michelle Boockoff-Bajdek presented again, this time with Forrester Research, Inc. Principal Analyst Jeff Ernst. They identified and discussed the four steps to smarter B2B marketing: develop a lead management process, prepare to become a database marketer, become a content marketer, and embrace multiple channels.
Most recently, Quaero's Client Manager Niall Budds joined Forrester Research Inc. Senior Analyst Fatemeh Khatibloo in "Customer Intelligence in Action: 5 Steps to Growing Customer Value." They tackled the complexities of today's multi-channel, customer-centric marketing ecosystem, and left the audience with basic ways to increase overall customer value.
For all of our webinar replays, you can always visit the 'Resources' section of our website. Please comment below, let me know what you liked, what you didn't like, and what topics you hope to see in 2012! Happy New Year!