Browse communities
Presenting a webinar?
Share this content

BNY Mellon Interview: Content Marketing in B2B Financial Services

Alex Cashmore, BrightTALK and Aleksandra Slater, BNY Mellon
With the reputation of many of the world’s largest banks at an all time low and economic crisis at an all time high, content marketing in the B2B financial services industry can be complicated. How do B2B financial services organisations differentiate themselves, stay relevant and top of mind for their audiences? Join BrightTALK’s Alexandra Cashmore as she interviews BNY Mellon’s Aleksandra Slater on the best practices in creating content for the B2B financial services industry.

Topics discussed:

Today's challenges in content marketing
Planning and execution of a content marketing plan
Video marketing best practices
Content marketing trends in B2B financial services
Aug 22 2012
35 mins
BNY Mellon Interview: Content Marketing in B2B Financial Services
"Asset Management Marketing" "BNY Mellon"
More from this community:

Webinar and Video Marketing

Webinars and videos

  • Live and recorded (154)
  • Upcoming (13)
  • Date
  • Rating
  • Views
  • Many businesses don’t have a digital marketing strategy. Others don’t even have a marketing strategy. Just tactical campaigns. To learn how to take a more strategic approach, join PR Smith, creator of the widely used SOSTAC ® Planning system voted as one of the Top 3 global marketing models in the CIM Centenary Poll. Paul will take one component, ‘engagement’ and show the strategic options a business can employ to maximise returns.
    Read more >
  • 46% of executives say they are more likely to seek out information about a product or service after seeing a related video online. It makes sense that 70% of B2B marketers use some form of online video in their marketing strategies, according to Forbes. Video is HOT and marketers are jumping on the bandwagon. The key challenge is positioning video central to existing marketing strategies to drive qualified leads and engagement. Video strategy expert Matt Childs has helped hundreds of companies leverage video to drive traffic and convert viewers into qualified contacts for sales. There are many surprises that marketers have not known about until now. Matt will provide the best practices and tools for producing, positioning, and distributing video, making video your top performing marketing asset.
    Read more >
  • Matt Heinz works with companies big and small to help them build a measurable, consistent, opportunity-producing demand generation program. In this webinar, he will share many of his secrets that he has seen work time and time again. You will leave this event with the information you need to start right away.
    Read more >
  • Content may be “King" in the marketing blogosphere, but getting specific, actionable recommendations on "HOW" to leverage content is hard to find. Join Scott as he provides attendees with the insight you need to deliver the content your buyer wants and turn your marketing department into a content marketing machine.
    Read more >
  • For our Demand Generation Summit, we had to have a presentation on video marketing…it’s hot and totally misunderstood. Matt Childs is the guy to follow on video marketing – he has the real scoop on what works and I can tell you it is not just about posting YouTube videos on your blog…In this segment, he talks about video marketing mistakes. To hear more, Matt is doing a full presentation at the Demand Gen Summit on May 15, RSVP here: https://www.brighttalk.com/r/NDZ
    Read more >
  • More great content from video marketing authority Matt Childs. Video is one of those areas where we all have a steep learning curve which is why I am proud to have Matt informing our audience. In this short clip, he talks about video marketing best practices.

    If you are trying to wrap your hands around video marketing, Matt is your guy. He is going to present his secrets and best practices on May 15 at Noon PDT. https://www.brighttalk.com/r/NDZ
    Read more >
  • Learn how to leverage your customer stories in sell to their "Sphere of Influence". Use video & LinkedIn messages to book more meetings, and close deals faster!

    - 94% of marketers say the customer's voice is their most effective content
    - 83% of your buyers are starting their buying journey online
    - 50% of our Social Selling meetings booked are by telling client success stories to their "Sphere of Influence."

    In this webinar you will learn:
    - Capture and produce customer stories faster and easier
    - Customize your stories to target very specific buyers
    - Where in LinkedIn you can leverage you stories more effectively

    About the speakers:

    Tim Keelan is founder and CEO of StoryQuest, a world leader in B2B storytelling for sales and demand generation. Prior to StoryQuest, Tim sold professional services as Director of Sales with Cap Gemini Ernst & Young, Sales Leader with ThruPoint, account manager at Spherion and CARA corporation. With StoryQuest Tim has been a frequent speaker on B2B story and storytelling. Tim has collaborated with and provided learning and marketing solutions to large and small organizations such as SAP, Deloitte, Avaya, RSA Security, Ciber and Computer Associates, Mentor Tech Group and many others.Learn more about Tim and StoryQuest at http://storyquest.com/learn_more

    Jamie Shanks is one of North America’s leading Social Selling experts. He’s personally built Social Selling solutions in nearly every industry, ranging from start-ups to Fortune 500 corporations. Before starting his sales agency, Jamie was the Director of Sales at two SaaS software companies – Captive Channel Corp. and Firmex Inc., building their businesses from infancy to profitability. After proving great success at Firmex, he decided to help other technology firms build Sales 2.0 models under the brand Shanks Group Inc. In December 2011, Jamie saw the opportunity to merge the Shanks Group Inc. with Sales for Life to form a leading Social Selling agency.
    Read more >
  • Learn how the marketing function at Kronos, a workforce management software and solutions company, collaborates with Sales to create and deliver a differentiated value proposition. The webinar will feature a best practice case study that shows how Kronos:
    · Developed a new value proposition that targets core customer needs
    · Documented the value proposition in a Foundational Messaging Guide for employees
    · Conducted messaging workshops with the sales force to drive implementation of new messages and techniques
    · Established Sales and Marketing Leadership Councils to spur ongoing collaboration
    Read more >
  • Marketing is about influence. It is about changing behaviour or nudging people towards a win-win decision. In today's market our customers interact with us across multiple touch points at irregular times and our job as marketers is to ensure this experience is as engaging as possible. But do we really understand all of the things that influence their decisions? By mapping our customers' sphere of influence we gain two significant advantages: more focused marketing and a tool that helps explain marketing's role in this brave new world to the businesses we work for.

    Neil Cooper is Head of Marketing at Team Consulting, an innovative product development consultancy in Cambridge, and is organiser of the annual Another Marketing Conference.

    Links about Neil: on twitter: neilcooper77, linkedin: uk.linkedin.com/in/neilcooper77 bio: http://www.team-consulting.com/people/neil-cooper
    Read more >
  • B2B marketers often feel as though they are following their B2C colleagues in terms of marketing innovation, branding and social media. They feel that their world is very different. This webinar will challenge that as marketers it is the communication between individuals rather than organizations that makes us social businesses and that in the B2C world the most social businesses are the ones enjoying most growth.

    From strategy and segmentation to content and measurement, we will explore what B2B marketers can learn from the successes in some of the best performing B2C companies and cover the following areas:
    - Setting an appropriate strategy and objectives
    - Understanding the nuances of audience profiles
    - Optimum content and digital marketing tools
    - Resourcing and fuelling the marketing plan
    - Measurement and continuous learning and the future

    Presented by Neil Wilkins BSc (hons), FCMC, MCIM; MD of Viper Marketing & Communications Group and Fellow of Cambridge Marketing College
    Neil's Profile http://uk.linkedin.com/in/neilwilkinsatvipermarketing
    Read more >
  • Channel
  • Channel profile

Asset Management Marketing

Up Down
  • Customer Analytics: Turn Big Data into Big Value Jun 25 2013 10:00 am UTC 60 mins
    Customer analytics solutions allow companies to analyse customer data to optimise customer decisions and use the analytical insight to design customer-focused programs and initiatives that drive acquisition, retention, cross-sell/up sell, and targeted marketing campaigns.

    Join us during our live “Customer Analytics: Turning Big Data into Big Value” to learn how BIRT Analytics provides tools, features, and functionality that leverage exploratory, descriptive, and predictive analytical and statistical techniques to drive customer-focused strategies.

    Attend to:

    •Watch a live demo and get introduced to the tools and techniques which will allow you to build an effective customer analytics roadmap.
    •Understand how visual data discovery such as BIRT Analytics can put powerful customer analytics into the hands of your customer insight team.
    •Learn how BIRT Analytics allows marketers, business analysts and customer –focused professionals get faster insights with minimal or no IT assistance and then share the results across the organisation improving efficiency and results.
  • Roundtable: Social Media Content – Beyond 140 Characters… May 30 2013 5:00 pm UTC 60 mins
    The use of audio, images, video and other interactive content continues to be easier to create every day. The widespread adoption and use of social media provides an ever expanding palette upon which to share and consume this content. Our panel of experts, from across the financial services industry spectrum, will sound in on how interactive content plays a role in their own business and subsequently, their customers.
  • Profit and Lunch: Financial Stories at Noon May 30 2013 4:00 pm UTC 30 mins
    A regular noontime audiocast series featuring a leading financial-services marketer in conversation with Sutton Creative's principal Eileen Sutton. Eileen will be exploring the development and execution of effective brand stories.
  • How to Use Content Marketing to Engage with Financial Advisers Online May 30 2013 2:00 pm UTC 45 mins
    Join BrightTALK's Patricia Page and Quoc Dang as they talk about how BrightTALK has built an adviser community using content marketing. You will learn the best practices to get started with a content marketing programs and the necessary steps to ensure monetization and ROI.

    The hottest topics that drive adviser audiences
    How to get started with creating compelling content and engagement
    How BrightTALK has built a community highly engaged advisers
    The best practices of content lead follow-up
  • Creating Compelling B2B Content in Financial Services and Tracking ROI May 30 2013 10:00 am UTC 45 mins
    Join BrightTALK's Alexandra Cashmore as she shares how some of BrightTALK's financial services clients builds audience and creates compelling content to engage their clients.

    Alex will also discuss how these organizations turn audience to trackable revenues using BrightTALK's content and audience platform combined with the latest technologies out there.
  • 2 Minutes on BrightTALK: Marketing Automation for Enterprise and SMB Recorded: May 6 2013 3 mins
    The challenges for enterprise and SMB marketing automation are quite different. Join Atri Chatterjee, CMO at Act-On Software as he discusses how organizations of all sizes are using the sames tools for quick success.
  • Maximizing Your Exhibiting Efforts at the 2013 NAPFA Spring Conference Recorded: Apr 30 2013 33 mins
    NAPFA, Meridian-IQ and BrightTALK are proud to present this webinar to help you make the most of your exhibiting efforts at the 2013 NAPFA Spring Conference. We will cover what you can expect from this year’s conference, deep-dive analysis of the conference attendees and tactical steps you can take at the show and after the show to turn attendees into prospective clients.
  • The Business of Social Business Recorded: Apr 25 2013 44 mins
    Social business represents a new transformational opportunity for organizations. After initial forays into external social media, many companies are now discovering the value of applying social approaches, internally as well as externally. Social business can create valued customer experiences, increase workforce productivity and effectiveness and accelerate innovation. But many companies still wrestle with the organisational and cultural challenges posed by these new ways of work.

    Join this webinar to hear the proven results from easily integrating social into your everyday tools to improve your business.

    About the speaker:
    Chris Moore is a Social Business Specialist for IBM Collaboration Solutions. He has 7 years experience and knowledge of Collaboration and Exceptional Web Experience technologies; including IBM Notes, Domino, Sametime, Connections, Docs and Web Experience Suites.
  • The Case For Including Video In Your Content Strategy Recorded: Apr 12 2013 41 mins
    In the fight for our client’s attention we need to use every tool we can as part of our content strategies. From showcase films like this (http://www.aviva.com/about-us/our-brand/you-are-the-big-picture/steve-waygood/) to bitesize pieces like this piece (http://socialadvisors.wistia.com/medias/dtfar3yly8), video is a powerful medium for sharing your message with clients.
    Simon Ryan will argue that, in all its forms, video should form the cornerstone of your content strategy.
    During this webinar, Simon will

    Define his approach to establishing a content strategy that includes video
    Showcase different types of video, including those any business can use
    Highlight some examples of leading practice in using video engage clients
    Reveal the benefits of using video to improve search
  • Get Better Results With Creative Content Marketing Recorded: Apr 12 2013 47 mins
    Companies are spending more on content, but many are unclear on what the best practices are for creating high quality content over a long period of time.

    This presentation will share a practical framework for creative and efficient content creation that leverages a mix of evergreen, repurposed, curated and co-created content that attracts, engages and converts new business.

    It's vital to use the right approach to content marketing strategy, since otherwise developing creative, workable ideas for effective content marketing can be a challenge that wastes time and money.

    Lee Odden is author of Optimize: Win more customers with Social Media, SEO and Content Marketing.

    He is CEO of TopRank Online Marketing, a Minneapolis based digital marketing agency. You may also know him from the TopRank Online Marketing Blog, recognized as a leading business blog by Advertising Age, Junta42 and Social Media Examiner, attracting hundreds of thousands of monthly visitors and over 50,000 subscribers.
  • Using Webinars & Videos to Generate Revenue Recorded: Apr 11 2013 47 mins
    In this webinar John Sweeneyprovides a Case Study on how DemandGen uses video and webinar as part of its marketing strategy. DemandGen, the world’s largest Integrated Lead Management consultancy, use video and webinar content to generate names, nurture leads and close new business. This webinar will describe the role video and webinars play in the company’s lead management process and the progression of prospects the through the Demand Funnel.

    · Top of Funnel - Building a community through webinars (on the BrightTALK DemandGen Channel)

    · Middle of The role of video and webinars in lead scoring and lead nurturing

    · Bottom of Funnel - Using video and webinars to close new business

    John Sweeney, Managing Director of DemandGen UK, will share insights on how best to combine video and webinars into a demand generation activities and provide examples of how to use video and webinar effectively.
  • Creating a Top Notch Content Marketing Program Recorded: Apr 11 2013 48 mins
    Running content marketing programs can be daunting, specifically for organizations that are running content marketing programs for the first time.

    This webinar will take you through the steps needed to launch and run a consistent stream of content through webinars and videos. As well as being littered with case studies and examples of 'top notch' programs this session will also share those much needed practical tips and quick wins to get you on your way to a successful program of events.

    Patricia Page, Marketing Programme Manager EMEA at BrightTALK, has been focused for the passed three years on initiating such content programmes and working with clients across finance and technology industries to help them develop their own content marketing plans with exceptional results.

    Quoc-Thai Dang, Demand Generation Marketing Manager, BrightTALK is focused on using webinars and videos to drive highly engaged sales-qualified leads for BrightTALK . He will be sharing his expertise and insights on how to target specific audiences for successful program outcomes.
  • Creating Trust Through Video Marketing - How To Get Your Prospects To Love You Recorded: Apr 11 2013 47 mins
    How do you get your prospects to know you and love you before you have even met them? In this world of social interaction online, what techniques can you adopt to elevate yourself above your peers in the eyes of your future clients? Pete Matthew has used video guides at www.meaningfulmoney.tv to educate visitors since 2010. In 2012, the site was the second biggest source of new business enquiries, contributing nearly 10% of new business turnover to Pete's financial planning practice, Jacksons Wealth Management. Find out how to engender that elusive quality of trust through the powerful medium of online video.
  • Social Business Debate - Fuelling Innovation Recorded: Apr 10 2013 8 mins
    Leading UK bloggers came together with IBM Social Business leaders and Business Partners to examine the use of social networks and collaborative social software within the organisation to fuel innovation.
    How do you encourage idea sharing?
    Questions answered:

    Is there value in a top down approach?
    Innovation - is it about quantity or quality?
    How do traditional hierarchies need to evolve so that we may surface ideas?
  • What Does Social Business Mean? Recorded: Apr 10 2013 4 mins
    Leading UK bloggers share their views on social business, what it means to them, what it means to the industry and what it means to your customers.

    The video features:
    - Chris Turner, Springwise
    - David Terrar, Biz Two Zero
    - Matt Alder, Recruiting Futurology
    - David Cushman, Fast Future
    - Johnnie Moore, The Johnnie Moore Weblog
  • From Audience to Revenue - A 15 minute BrightTALK introduction Recorded: Mar 22 2013 45 mins
    Join BrightTALK's Co-founder Charlie Blackburn as he shares how his organisation builds audience and revenues using its webinar and video platform combined with the latest technologies out there.

    In this weekly series, you will learn the best practices on how to build an audience. BrightTALK's clients will also share how they have driven revenues from the audiences built using BrightTALK.
  • Creating Effective Data-Driven B2B Ads Recorded: Mar 21 2013 29 mins
    Creating B2B display ads that increase brand awareness, drive engagement, and produce business results take careful planning. Learn how to make your display ads impactful and effective by attending this webinar. Two B2B advertising pros from a leading advertising platforms will walk us through great examples of B2B creative and provide tips on how to get started.

    This webinar will cover:
    · Great examples of personalized ads
    · Optimization, funneling, frequency, native and large format ads
    · Creative, formats, component design, and personalization
    · Metrics, key learnings, and best practices
  • Leveraging financial story to deepen loyalty and profitability Recorded: Mar 21 2013 17 mins
    Financial brands bring commoditized products and services to market. Your
    brand can still be visible and powerfully differentiated. See how you can uncover your firm’s unique DNA, and how you can use story to reach all audiences effectively.
  • 4 Lessons From The Front Lines of Data-Driven Design Recorded: Mar 14 2013 44 mins
    Data is out there. Do you know what to do with it?  

    Simon Mathews, Chief Strategy Officer, Scott Briskman, Chief Creative Officer and Mark Ryan, VP of Analytics & Insights from leading data-driven design agency EXTRACTABLE, will demonstrate how data insights have revolutionized the way brands are developing digital solutions to achieve breakthrough results.

    Through case studies and a 4-step process, see how data can drive business goals, inspire creativity and help reach targeted audiences through dynamically personalized, responsive, successful digital communications. 
  • Using Social Behaviours as part of B2B lead generation Recorded: Feb 14 2013 45 mins
    "Social media presents new opportunities for customer engagement and lead generation. But to get it right requires a whole bunch of new skills that are both creative and process oriented. Find out how a behavioural marketing approach to lead generation will net amazing results, and how social media can be a key tool in a multi-channel lead generation strategy."
Digital marketing best practices for fund groups
Attend free webcasts to learn how to successfully apply the latest digital techniques to meet your sales and marketing objectives. During these live webcasts, which are also available on-demand, asset management marketers will share best practices and well-respected experts will offer advice on creating, distributing and actioning audience insight from your digital content.
  • Upcoming webinars (5)
  • Recorded webinars (64)
  • Subscribers (3,270)
Channel RSS feed
Up Down

Embed in website or blog

Successfully added emails: 0
Remove all
  • Title: BNY Mellon Interview: Content Marketing in B2B Financial Services
  • Live at: Aug 22 2012 10:00 am
  • Presented by: Alex Cashmore, BrightTALK and Aleksandra Slater, BNY Mellon
  • From:
Your email has been sent.
or close
You must be logged in to email this
OK