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BrightTALK Academy

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  • 2018 Marketing Priorities & Predictions
    2018 Marketing Priorities & Predictions David Pitta, CMO at BrightTALK Recorded: Feb 8 2018 54 mins
    Want to know what innovative B2B marketing leaders are focused on in 2018? We interviewed 8 marketing experts to understand how their strategies are evolving and what predictions will shape the future of the function.

    Hear from:
    Doug Sechrist, VP, Demand Marketing at Zenefits
    Kelvin Gee, Sr. Director, Modern Marketing Business Transformation at Oracle
    Tommy Jenkins, VP, Demand Generation at AvidXchange
    Sangram Vajre, CMO at Terminus
    Scott Vaughan, CMO at Integrate
    Julia Stead, VP, Marketing at Invoca
    Jason Seeba, VP, Integrated Marketing at Dynamic Signal
    Steven Wastie, CMO at Origami Logic

    Join David Pitta as he shares learnings from our experts, including:
    - Evolving go-to-market strategies with content and demand marketing
    - Focusing on how marketing influences the customer experience
    - Leveraging artificial intelligence today and in the future
    - Evaluating the changing landscape of marketing teams and resources
  • The Value of Social Listening: Tapping into your Customers’ Online Lives
    The Value of Social Listening: Tapping into your Customers’ Online Lives Melanie Turek, VP of Connected Work at Frost & Sullivan Recorded: Dec 7 2017 46 mins
    Engaging with users on social media is critical, but so is listening. Just like in real life relationships, you will learn a lot more about your target audience if you pay close attention to what they are “saying”—to you, or to (and about) someone else (yes, even your competition).

    This session will highlight the key trends in enterprise social, and explain how to leverage these new media to better understand and connect with your audience—and use the resulting data to strengthen your products and services.
  • How to Build a Lead-Generating Social Media Plan
    How to Build a Lead-Generating Social Media Plan Renee Jones, Sr. Director of Marketing at BrightTALK & Taylor Freitas, Marketing Programs Manager at BrightTALK Recorded: Dec 7 2017 49 mins
    While there’s often disparity among marketers around their favorite content marketing tactics, there’s one tactic that virtually all marketing teams use: social media. In fact, 92% of marketers say that social media is important to their business, according to the Social Media Examiner.

    Whether it’s paid or organic, B2B or B2C, having a strategic social plan is key to seeing results from your social media efforts. In this webinar, you’ll learn how to:

    - Build a complete social media plan for promoting your content (including downloadable templates)
    - Craft trackable messages to generate leads through social media
    - Enable and inspire your sales team to share your content
  • GDPR Readiness for Marketers and General Counsel
    GDPR Readiness for Marketers and General Counsel Tim Hickman, White & Case and David Pitta, BrightTALK Recorded: Nov 22 2017 49 mins
    The General Data Protection Regulation affects everything that any business does with personal data and applies on an entity-by-entity basis. Its May 2018 deadline and wide-sweeping changes are challenging Marketers and their General Counsel to understand how it affects business growth strategies.

    We’ve invited leading expert in data and privacy regulations, Tim Hickman from White & Case, to review:
    * An intro to GDPR: what is it and why is it needed
    * Key issues GDPR raises and the impact on businesses
    * What you can do next to prepare

    We’ll also have BrightTALK’s CMO, David Pitta, to review:
    * How BrightTALK is GDPR compliant
    * Addressing consent barriers if they exist
    * Working with BrightTALK to be compliant
  • Aligning B2B Content to Specific Buyers: Industry, Job Role, Location & More
    Aligning B2B Content to Specific Buyers: Industry, Job Role, Location & More Melanie Turek, Fellow & Vice President of Connected Work at Frost & Sullivan Recorded: Oct 18 2017 42 mins
    Is your content targeting the right audience? General information is great for broad-based marketing, but creating sticky communities requires that you go deep.

    That might mean offering insights that are outside your core competency, but which will add significant value for your users. And it definitely means providing insights that target specific buyers based on the industry they're in, their geographic location (or that of the company they work for), their job role, the size of their business, and more.

    The goal is to deliver information that is so relevant, your members see you as a thought leader not just in your area of expertise, but in theirs.

    This webinar will discuss the need to go beyond your content comfort zone and offer recommendations on how to create the content you need to appeal to buyers on a personal level.
  • How to Create a Webinar Factory: Lessons Learned from The Content Wrangler
    How to Create a Webinar Factory: Lessons Learned from The Content Wrangler Scott Abel, Chief Wrangler at The Content Wrangler Recorded: Oct 17 2017 57 mins
    The Content Wrangler is a San Francisco-based global digital media company that exists to help organizations adopt the tools, technologies, and techniques they need to connect content to customers.

    A small shop with two employees, The Content Wrangler uses webinars to build awareness, develop interest, and spot right-fit prospects. To compete with much larger firms, the company leverages its content strategy know-how to produce nearly 100 webinars a year on BrightTALK.

    Producing that many programs may seem unrealistic for even a much larger team, but it’s possible because the company applies principles from lean manufacturing to their webinar production processes -- a format that any company can replicate.

    Join BrightTALK for a special presentation from Scott Abel, Chief Wrangler at The Content Wrangler. You’ll learn how The Content Wrangler built one of the fastest growing—and most engaged—channels on brighttalk.com.

    You’ll discover how adapting lessons learned from single-source publishing can be applied to your webinar production process, enabling you to produce more webinars with less effort.
  • 3 Pathways to Boost Webinar Engagement Through Email
    3 Pathways to Boost Webinar Engagement Through Email David Pitta, CMO, BrightTALK Recorded: Aug 24 2017 43 mins
    Email marketing plays a significant role for successful webinars. It starts with a cadence of promotions that reliably drives registration to your content. Next comes a series of transactional emails designed to deliver an engaged audience at the pace and scale of your webinar programs. Post event allows you to create pathways for your audience to explore additional content and your products, while also coordinating with qualification teams on direct outreach strategies.

    We’ll share learnings from 10+ million data points on what's working with email at scale. This webinar is planned for 30 minutes of sharing and then will open to a question & answer session.

    We’ll review the following three email pathways to use with your webinars:

    - Promotional strategies
    - Transactional sends
    - Post-event follow-up tactics

    Here's an overview of what we'll cover in the webinar:

    Agenda and background (3 mins)

    Promotional strategies (7 mins)
    - Segmenting database for relevancy
    - Learnings on copy and design
    - Cadence for consistent performance

    Transactional sends (10 mins)
    - Good use of confirmation emails
    - Delivering live and engaged audiences (Reminders / calendars)
    - Converting on-demand viewings

    Post-event follow-up tactics (7 mins)
    - Cuing up the next steps
    - Routing to content vs product nurture paths
    - Leveraging qualification teams
  • Industry Storytelling: Business Narratives that Resonate
    Industry Storytelling: Business Narratives that Resonate Spencer Waldron, Prezi’s European Regional Director Recorded: Jun 28 2017 44 mins
    The core job of today’s marketers is to build communities around the topics that people are passionate about. To know what matters to them, to engage them, and to help them feel part of these communities with powerful stories. And for many marketers, the gift of storytelling is a natural one.

    But not everyone is a born writer or brand minstrel, and knowing what will work for your audience takes more than data and clever messaging alone. Thankfully, everyone has the ability to tell stories that matter. It’s a skill that you can learn, polish, and adapt for your specific role and company.

    On Wednesday, June 28th, join BrightTALK and Prezi’s European Regional Director, Spencer Waldron, to learn what it takes to keep your marketing efforts fresh, timely, and engaging. You'll also find out:

    - How to turn user feedback, prospect needs, and industry trends into stories that stand out
    - How to leverage the techniques and practices of renowned writers, speakers, and entertainers to develop more effective brand messaging
    - Tricks and tips used by expert marketers to craft meaningful stories that will help you grow your user base

    You’ll also get to see a handful of great story examples broken down into their key elements and decoded.
  • Targeted ABM Strategies: Increase Conversions and Reduce Sales Cycles
    Targeted ABM Strategies: Increase Conversions and Reduce Sales Cycles Val-Pierre Genton, VP of Audience at BrightTALK Recorded: Jun 14 2017 39 mins
    As marketers are being asked to increase their contribution to bookings and revenue, account-based marketing is being used as a strategy to improve conversions and reduce the sales cycle.

    That said, ABM is only as good as the quality of the underlying data in your database and performance varies substantially depending your approach to execution.

    Tune in to this session and learn how you can:
    - Increase the number of target accounts
    - Increase the number of contacts inside of target accounts
    - Increase appointments with target accounts
    - Improve sales and marketing alignment
    - Grow revenue inside target accounts

    Over the past 17 years, Val has built and sold an Internet business and helped business, sales and marketing executives at Fortune 500, mid market and start-up companies to create value, move markets and accelerate growth. He combines this knowledge with deep insights from millions of data points that are generated as nearly 6M professionals connect with experts and companies on BrightTALK to learn and grow.
  • BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis
    BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis David Pitta, CMO, BrightTALK Recorded: Apr 27 2017 49 mins
    Webinars have become an incredibly versatile and effective content marketing tactic that has been proven to drive higher value leads. As a result, marketers are being challenged to change and optimize the way they run webinars to attract and nurture their target audience.

    For this year’s BrightTALK Webinar Benchmarks Report, we analyzed more than 10,000 webinars to understand the key metrics behind top programs and how marketers are effectively using webinars to drive demand for their business.

    Join us for highlights and analysis from this year’s report, including:

    - Best practices for using webinars to drive stronger pipeline and nurture strategies
    - Suggested timelines for driving audience to your webinars
    - Tips for optimizing titles and abstracts to attract more relevant audiences

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