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BrightTALK Academy

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  • State of the MarTech Stack 2018
    State of the MarTech Stack 2018 David Lewis, DemandGen, Jessica Cross, Rollworks, Erik Smith, Treasure Data and David Pitta, BrightTALK Recorded: May 2 2018 55 mins
    We’ve all seen the explosion of marketing technology companies over the past several years, clearly illustrated in Scott Brinker’s Marketing Technology Landscape that grew from 150 companies in 2011 to over 5,000 last year.

    Today, we’re seeing many marketers who have been part of the martech tool buying spree in recent years take a step back and assess both how their stack works together and if they’re getting ROI from each piece. On the other hand, exciting developments in Artificial Intelligence (AI) have added capabilities and enhanced others.

    So how do we make sense of the martech landscape today? How do you build a stack that answers business needs and takes advantage of cutting edge technology?

    We’re excited to feature David Lewis, CEO of DemandGen, a leader at the forefront of making sense of today’s marketing tools for his clients, along with several innovative marketers who will discuss:

    - Martech’s evolution in recent years
    - Building a stack that makes business sense and delivers ROI
    - Where martech is going, notably the impact of AI
  • Operationalizing Sales & Marketing Alignment
    Operationalizing Sales & Marketing Alignment Matt Heinz, Heinz Marketing Inc, Adam Koster, BNY Mellon, Matt Wellschlager, Ceros and Victor Baglio, BrightTALK Recorded: May 1 2018 46 mins
    When asked if they have good Sales and Marketing alignment, many leaders would quickly nod their heads. "Of course we do!" But when it comes down to it, is that alignment real? Are there clear SLAs in place for the treatment of leads and opportunities on both the Sales and Marketing sides? Is the impact of that alignment measurable? Do lead flow, reporting and other critical operations plumbing work as they should? How does this need to evolve as marketing is being asked to support growth across the customer experience?

    We're excited to feature noted Marketing and Sales expert Matt Heinz, who will moderate a roundtable with visionaries from both functions where we'll discuss how to make tangible, measurable Sales and Marketing alignment a reality.

    In this roundtable we'll cover topics like:

    - How the best teams have operationalized Marketing and Sales' responsibilities
    - How to measure the Marketing's influence at all stages of the buying cycle
    - Which operational pitfalls to avoid
  • From CMO to CGO: Marketing Takes its Seat at the Revenue Table
    From CMO to CGO: Marketing Takes its Seat at the Revenue Table Liz Miller, CMO Council, Daniel Gaugler, PFL, Maneeza Aminy, Marvel Marketers and Scott Vaughan, Integrate Recorded: Apr 30 2018 46 mins
    The CMO role is in a time of great change. On the B2C side, we're seeing several noted CPG brands like Coca Cola eschewing the CMO role and instead hiring Chief Growth Officers. In B2B, there is some traction in the rise of CGOs but the broader trend shows the CMO role becoming much more metrics and revenue-driven. It's an exciting time for marketers but it's critical to understand what's driving this dramatic shift.

    Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.

    You'll learn:
    - How the emergence of key technologies has powered the shift to CGOs and revenue-focused CMOs
    - How the need for growth influences breaking down old siloes across organizations and placing big bets on innovation
    - What a CGO does and whether your company needs one today
  • How to Crush Your Revenue Marketing Goals with Webinars
    How to Crush Your Revenue Marketing Goals with Webinars Tara Robertson, Director of Revenue Marketing at Uberflip & Val-Pierre Genton, VP of Product Marketing at BrightTALK Recorded: Apr 24 2018 61 mins
    Many B2B marketing teams have introduced webinars into their marketing mix. These web-based events attract qualified, invested audiences that you can convert into leads weeks before the content goes live, and months after it’s recorded. Are you making the most of this powerful lead generation asset?

    Join this live webinar with BrightTALK and Uberflip to hear B2B webinar best practices and learn:

    - How to optimize your webinar sign up process to get more registrants and how to get people to actually show up!
    - How to leverage your recorded webinars to drive leads
    - How to use paid amplification to drive even more MQLs from your webinar library
  • Mapping B2B Content to Each Stage of the Funnel
    Mapping B2B Content to Each Stage of the Funnel Taylor Freitas, Marketing Programs Manager at BrightTALK Recorded: Mar 14 2018 40 mins
    According to research from Google, buyers engage with an average of 10.4 pieces of information before making a purchase decision. Are you creating the right content to address your prospective buyers’ needs at each stage of the funnel?

    Join BrightTALK as we share how to ensure you’re building a well-balanced asset library, including tips on blending rich and static media and building content that supports customer retention and growth.

    In this webinar, you’ll learn:

    - How to leverage different content types for each stage of the funnel
    - How to build an editorial calendar that address all stages of the sales funnel
    - How to establish a content library that suits use cases, personas, and the complete buyer’s journey
  • Make Your Customers Your Partners
    Make Your Customers Your Partners Melanie Turek, VP of Connected Work, Frost & Sullivan Recorded: Feb 22 2018 44 mins
    In today’s sharing economy, people like to offer their insights and expertise. Let them.

    By embracing your most loyal followers, you can gain authenticity and reach. Prospects and other customers are more likely to trust information when it comes from a third party, especially one with experience with your products or services.

    Power users can deliver valuable insight through reviews and feedback, but they can also help with FAQs and basic customer support issues. This is especially true in the B2B marketplace, where knowledge and experience can pay huge dividends for employees and companies that use them.

    This session will focus on creating loyalty programs that identify key supporters and power users, and then suggest ways to engage them to help sell and support the brand, ultimately boosting business.
  • Increase Conversions with Demand Gen Strategies for a New Era of Connections
    Increase Conversions with Demand Gen Strategies for a New Era of Connections Craig Chappell, Head of Digital, FireEye & Val-Pierre Genton, VP, Product Marketing, BrightTALK Recorded: Feb 20 2018 49 mins
    Today, we expect everyone and everything to be connected. Always. In this connected economy, information is so easily accessible, that the relationship between buyers and sellers has been changed forever. The buyers are in control and they decide who they connect with, when, where and how.

    Join us for a live webinar as we discuss:

    - The shift in buying behavior
    - How buyers are self-navigating the sales process
    - The importance of personalized and interactive content to deliver business value
    - The need for marketing organizations to adapt
    - Why tracking and measurement is paramount to success in this new era
  • 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

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