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BrightTALK Academy

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  • 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
  • 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

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