Name: Fighting Starbucks' "Red Cup" brand haters!
Start: 2023-12-01T17:00:00Z
End: 2023-12-01T17:00:23.000Z
Location: BrightTALK
Rating: 5

Act-On Software is the world’s growth marketing leader, offering solutions that empower marketers to move beyond the lead and engage targets at every step of the customer lifecycle. Act-On makes customer data actionable so marketers can strategize smart, effective solutions to grow their businesses and generate higher customer lifetime value — all with the fastest time-to-value.

Is your content collecting dust rather than driving web engagement?

Good content takes a lot of investment – of time, money, and resources. Too often, marketers give up on content once it’s published and distributed. The truth is, that old dusty content sitting in the digital corner still has time to shine.

Join Act-On’s Matt Sailor, Sr. Content Marketing Manager, and Trevan Strean, Creative Director, to learn how content audits and brand refreshes can help you squeeze more demand gen results from your entire content library. 

What we will cover:
- A step-by-step approach to auditing your content library: How to look at your existing content library holistically to determine what to dust off vs. what "no longer brings you joy" as Marie Kondo would say
- Tips and tricks for making updates to creative assets for minimal effort: Identifying quick win updates you can make to existing assets and what to start with on some of the more involved updates
- AI tools that can help you reuse and recycle content: Embracing new AI tools to reduce the manual lift of refreshing your library and focus that human energy where it matters most

Content Glow Up: Taking Your Content from Ho Hum to Fabulous

It all started with a question from Mannan Shaikh's daughter: 'if you want to help women, why don't you help them in your own field?'

So Hers (https://herstech.com/) was born. 'Hers' is an India-based organization that fights to get more women into marketing opportunities, sometimes saving them from oppression.

Mannan Shaikh and Arzuv Nurgeldiyeva share their journeys to uplift women in the ultimate act of rebellion.

The Rebel Instinct: Empowering Oppressed Women in Marketing

When’s the best time to send an email? What kind of personalization actually drives engagement? Do people prefer designed or plain text messages? 

Email marketers have strong opinions on these questions. And we spent the last few months A/B testing every send to separate fact from fiction! 

Join us for a fun, interactive webinar as we dive into email marketing best practices to unravel the mysteries, set the record straight, and debunk those email marketing myths! The results may surprise you; they surprised us!

But wait, there's more! You’ll get a chance to put your own email marketing knowledge to the test with our live audience polls. And one lucky marketer who can debunk the most email best practices will win our grand prize!

What we will cover: 
- Timing: Is there really a single perfect time to hit that send button? We’ll uncover our results from what days of the week outperformed others to what time of day got the best engagement 
- Design: Does design matter? We looked at CTA placement, link types, colors, and different design styles to see what drives the most clicks
- Language: Crafting content that screams "click me!" can be challenging. We put personalization, long-form and short-form emails, and professional language to the test
- Plus, we’ll share our tips for testing against your audience so you can start seeing email success

Email Marketing Debunk'd: The Truth Behind Top Email Marketing Myths

What does it mean to be a rebel?

To Marc Liu, it means challenging the status quo, but also knowing when to let someone else take the reins.  As chief revenue officer of the startup E-bike company, Civilized Cycle, he has fought through COVID-19 production issues to launch a green product people ACTUALLY want.

It's not a TESLA, but the bike creates an experience riders haven't felt before.

Hop aboard and give Marc a follow: https://www.linkedin.com/in/liumarc/

Launching the Tesla of E-bikes

He's a professional performance coach who has lived the challenges many fight to overcome. From being told he needed to go to a better school, to personal struggles through substance abuse, Ben Kiker accomplished CMO success through authenticity.   And he says the best thing you can do in 2023 is cut the BS and act on truth.

He joins Casey Munck and Galen Ettlin, hosts of The Rebel Instinct Podcast, to talk about how corporate leaders can lead by this example.

Check out Ben's website: https://www.thebenkikergroup.com/

No More 'How are you?' 'I'm good!' - Ben Kiker pushes authenticity in leadership

Engagement metrics flatlining, anemic open rates, sending to a chronically inactive audience, bounce rates skyrocketing, or worse, spam complaints leading to a complete system collapse … these are all leading indicators of email failure.

With increased privacy policies and laws governing consumer data, it’s more important than ever to ensure your email practices aren’t going to send you to a block list. It’s time to look into your email deliverability health and make adjustments, stat.

Join Act-On’s expert deliverability consultants, Alex Cunningham and Tayler Donti, as they review the warning signs that your email health may be at risk and prescribe changes you can start implementing today.

Deliverability Clinic: Diagnosing the Symptoms that Lead to Email Failure

He had a dream to make it in Hollywood, but a career shift away from MTV paid off – big time!

Jascha Kaykas-Wolff is now president of Lytics and has previous leadership experience at Mozilla, Yahoo, Webtrends and Microsoft. When Facebook messed up on data security, he was the one of first tech execs to pull ads from the platform.

So how can you punch above your weight, move up as a marketer and LIVE your rebel brand? Jascha says some basic structure can change your world.

Check out his podcast: https://www.thisisyourlifeinsiliconvalley.com/

And follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

From MTV's 'The Real World' to martech guru

Molecular biologists make the best marketers. Especially those who spontaneously dance down Target aisles.

Okay, maybe those aren't the requirements, but those traits certainly have helped Heidi Bullock think outside the box and work her way up the as a marketer in Silicon Valley!  Now CMO of Tealium, Heidi has experience as CMO at Engagio and Group Vice President of Marketing at Marketo, and more!

Her advice: don't make it so complicated! Take a listen.

Follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

Dancing in Target - Heidi Bullock's Rebel Instinct - Make it simple!

Take our advice! – or maybe not? Turns out, gut instinct can get you further.

Inspired by his work as a wildland firefighter, Leo Ochoa founded Dorsum (dorsumtech.com), which produces spinal support mobility devices. He was discouraged from launching at the end of 2019 (holiday season, blah blah blah...), but decided to go for it anyway. A few months later, the world shut down for the COVID pandemic, but Leo was luckily up and running.

Tune in to this episode to hear Leo's inspirational and defiant journey, leaving behind the big corporate world of Phillips Sonicare and Columbia Sportswear to found his own company at a scary time.

Follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

Pain in the back! Ignoring advice paid off for this entrepreneur

Ever notice how some people who are always talking don't really have a whole lot to say? Well now, it's YOUR turn to speak up! That imposter whispering doubt into your brain needs a reality check.

Sara Gelenberg-Field has climbed the ladder at Starbucks, Nestle and Mommy's Bliss. She says she used to be the quiet one, but now speaks up to make her ideas come to life and transform MEGA companies.

When there's a whole lot to feel burned out about, rebelling a little can sure reignite the fire. Join us!

Fight the Imposter! Rebelling for yourself and others

Cody Putman, an experiential marketer at Afresh, knows you can't just sit around online and hope your campaigns resonate. He says you gotta bring experience to people. Here's how he used gummy sharks to do it.

Join Act-On VP of Marketing Casey Munck and PR Manager Galen Ettlin for episode 3 of The Rebel Instinct Podcast. And follow Act-On for future episodes here: https://anchor.fm/act-on-software

Jump the (gummy) shark! How experiential marketing can sweeten the deal!

How do you make marketing campaigns go from generic corporate to fun and edgy?

Jorie Green Mark is a marketing innovator and author with answers to engage target audiences!  She is currently director of content for Life Extension, but also made a splash as head of social media for Kroger, with campaigns involving Jeff Goldblum and Funny or Die.

Follow Act-On for future episodes of The Rebel Instinct Podcast: https://anchor.fm/act-on-software

Jeff Goldblum inspiration - Jorie Green Mark's Rebel Instinct

What does Ferris Bueller have in common with marketing rebels?

Jon Miller, co-founder of Marketo and Engagio and current CMO of DemandBase, joins Casey Munck and Galen Ettlin of Act-On Software to share his journey. He’s known for helping innovate the martech space of account-based marketing (ABM).

Jon Miller of Demandbase Shares his Rebel Instinct

The marketing landscape isn’t changing; it has changed. 

We live in a hyper-evolving marketing galaxy, filled with artificial intelligence, shifting customer behaviors, and a crowded market filled with competitors. Have your demand generation programs adapted to the new atmosphere? 

Join CEO of the Marketing Guys, Elias Crum, and Director of Demand Gen at Act-On, Dom Catabay, as they discuss the key funnel shifts you should be making to modernize your demand gen programs and stay light-years ahead of the competition.

What we will cover:
- The Rise of Self-Service: How to adapt and automate your sales approach to work with and without human interaction
- Going Beyond ‘Best in Class’: Identifying your strategic values to win in a competitive landscape
- Navigating Generational Shifts: How changing generational preferences are reshaping the B2B buying cycle and influencing decision-making processes
- The Future in Your Data: Using data to identify trends and customer behaviors in your buying cycle to stay agile

4 Strategies to Modernize Your Demand Generation Programs

Marketing automation drives your demand-generation engine. But according to a recent study, only one in four businesses is fully utilizing the power of their marketing automation platform!

Don't risk stalling out while your competitors zip by on the demand-gen superhighway.

Join Act-On to discover how to fine-tune your marketing automation platform and make that pipeline hum.

You'll learn how to:
- Fully integrate your tech stack so no leads fall through the cracks
- Go from simple lead scoring to qualifying, predicting, and increasing conversions
- Use automated experiences that show prospects a compelling road forward—and why that's so vital to do

How to Optimize Your Marketing Automation to Outpace the Competition

The benefits of an aligned sales-marketing effort are undeniable. Strong collaboration between the two teams creates a better customer experience, improved conversions, and increased revenue. 

But too often, sales and marketing teams operate in disconnected silos. This is especially true for companies in the B2B space due to the difficulty in understanding each team’s responsibility. Getting sales and marketing to align and work together requires careful planning and orchestration. 

Join us for United Revenue Team: Building Sales-Marketing Alignment, a discussion with Dom Catabay, Director of Demand Generation at Act-On, and Tim Miller, Director of Sales Development at ZoomInfo. Catabay and Miller will share their insights into getting the two teams to work together. You will learn how to: 
- Leverage data and marketing automation to unify sales and marketing teams
- Improve the sales and marketing feedback loop for course correction
- Measure the impact of sales and marketing alignment

United Revenue Team: Building Sales-Marketing Alignment

Are you curious to learn more about the Act-On platform? We are excited to invite you to join our upcoming live product tour, where Act-On marketing automation experts, Andy Porter and Bob Garcia, will show you Act-On in action.

Save your spot to see how Act-On can help you:
- Deliver multi-channel experiences to the right audience at the right time
- Achieve better results with features like automated workflows, lead scoring, email automation, and segmentation.
- Boost your marketing efforts to engage, nurture, and convert across the customer lifecycle
- Plus a sneak peek of the new Act-On AI!

Lights, Camera, Act-On - Live Product Tour!

The Rebel Instinct Podcast Series

When a man falsely made viral claims that Starbucks was anti-Christmas, former VP of marketing Nancy Poznoff took quick action to flip the narrative. She helped lead the charge during the "Red Cup" incident.

Now as partner and co-founder of the Kingston Marketing Group (https://www.kingstonmarketing.group/), Nancy helps other companies navigate that tricky conversation of brand identity. Her hot take: KEEP THE HUMAN TOUCH in marketing, communications, PR and content.

Fighting Starbucks' "Red Cup" brand haters!

Creative Marketing

Marketing Strategy

Brand Positioning

Brand Identity

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Fighting Starbucks' "Red Cup" brand haters!

Presented by

About this talk

More from this channel