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BrightTALK Academy

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  • Scaling B2B Demand with Authentic Connections
    Scaling B2B Demand with Authentic Connections
    David Pitta, CMO, BrightTALK and Trent Warrick, Content Marketing Manager, BrightTALK Recorded: Nov 15 2018 60 mins
    Your marketing team is focused on efficiently delivering results, however as the buyer’s journey (if it can still be called that) becomes less linear and more complex, you’re facing ever-increasing stress on resources. To effectively reach and convert targets at scale, new perspectives and methodologies are crucial for balancing these competing needs.

    In this live webinar, BrightTALK’s CMO David Pitta and Content Manager Trent Warrick will share how to maximize efficacy with authenticity, while scaling using intent data, and reserving your team’s resources for high-value activities.

    In this webinar, you’ll learn:

    -How to identify authentic intent
    -How to build your business by building trust
    -How to scale through strategic use of tools and human capital
  • CA Technologies Customer Story
    CA Technologies Customer Story
    Kim Hahn, Director Demand Generation, CA Technologies Recorded: Nov 9 2018 4 mins
    Kim Hahn sat down with us to share CA Technologies' experience with our platform at BrightTALK Local: NYC.
    Ensuring alignment across such a big organization like CA Technologies has been key to maintaining a consistent story that resonates with their audience, and manageable for their teams.
    Find out how BrightTALK has become the platform they look to for their content and demand marketing program to drive engagement and conversions.
  • Q4 2018 BrightTALK Community Update - IT Security
    Q4 2018 BrightTALK Community Update - IT Security
    Dave Klein (GuardiCore) | Jay Beale (InGuardians) | Marija Atanasova (BrightTALK) Recorded: Oct 18 2018 62 mins
    Discover what's trending in the IT Security community on BrightTALK and how you can leverage these insights to drive growth for your company. Learn which topics and technologies are currently top of mind for security professionals and decision makers.

    Tune in with Dave Klein, Senior Director of Engineering & Architecture at GuardiCore and Marija Atanasova, Senior Content Manager for IT Security at BrightTALK, to discover the latest trends in the community, the reasons behind them and what to look out for in Q4 2018 and beyond.
    - Top trending topics in Q3 2018 and why
    - Key events in the community
    - Content security professionals care about
    - What's coming up in Q4 2018

    Audience members are encouraged to ask questions during the Live Q&A.

    Speakers:
    - Dave Klein, Sr. Director of Engineering & Architecture, GuardiCore
    - Jay Beale, Principal Security Consultant, CTO, and COO, InGuardians
    - Marija Atanasova, Sr. Content Strategist, BrightTALK
  • BNY Mellon Customer Story
    BNY Mellon Customer Story
    Adam Koster, VP, Marketing Automation at BNY Mellon Recorded: Oct 16 2018 3 mins
    BrightTALK Customer BNY Mellon, represented by Adam Koster talks about how our content marketing and demand Generation platform has impacted their business and increased ROI.
  • Data Analytics are Changing Marketing Forever
    Data Analytics are Changing Marketing Forever
    Melanie Turek,Fellow & Vice President, Frost & Sullivan Recorded: Oct 4 2018 36 mins
    With the rise of mobile and social, customers are more knowledgeable and empowered than ever. Their ability to access and share information anytime and anywhere gives them enormous control over their interactions with the companies they do business with—and they know it. As a result, they expect data-driven, personalized interactions at every stage of the marketing and sales funnel. One way marketers can adjust for the new normal is by leveraging big data and analytics—along with artificial intelligence, mixed reality and machine learning.
  • The Data-Driven CMO: Master Marketing Attribution With Search-Driven Analytics
    The Data-Driven CMO: Master Marketing Attribution With Search-Driven Analytics
    Scott Holden, Chief Marketing Officer, ThoughtSpot Recorded: Oct 4 2018 60 mins
    Join CMO, Scott Holden, in a live webinar to learn how his team has mastered marketing attribution with ThoughtSpot’s search-driven analytics. Using ThoughtSpot, Scott’s entire marketing team can now analyze all their marketing data in one place without waiting weeks.
    We'll cover:
    - Top data sources and key metrics to include when building out your marketing analytics program
    - Best practices for transform your team into a data-driven marketing masters
    - How search-driven analytics is enabling the entire marketing team to analyze attribution without a team of data scientists
  • Marketing Attribution:  Uncovering the Truths & How to Get There?
    Marketing Attribution: Uncovering the Truths & How to Get There?
    JoAnne McDougald, Advisor, Expert Marketing Advisors & Deirdre Mahon, Advisor, Expert Marketing Advisors Recorded: Oct 4 2018 54 mins
    Attribution is no easy thing for today's marketeer. Everyone in the business is asking "what's the repeatable sales cycle and number of touches our buyer takes to get a deal over the line". Finance puts pressure on teams to report in near real-time what's working and what's not and without answers budgets are held up. Sales teams need to personalize outbound efforts so they can efficiently engage the buyer but marketing needs to guide what content and what channels work best.

    Navigating the maze of attribution is both a qualitative and quantitative undertaking and unless you have the tech stack fully integrated, you may be missing key pieces of the puzzle. As daunting as it can be there is a step by step approach to follow and over time you achieve clarity. Join this webcast to learn best practice approaches to becoming a fully attributed marketing engine.
  • Leveraging Real Behavioral Intent to Identify and Convert Your Buyers
    Leveraging Real Behavioral Intent to Identify and Convert Your Buyers
    Val-Pierre Genton, VP Product Marketing, BrightTALK Recorded: Oct 4 2018 56 mins
    When you think of your customers as a jumble of demographics and lead scores, it's easy to miss the critical intent indicators that help you understand their pain points and needs on a deeper, more human level. For those of you who have started using intent signals to prioritize accounts or leads, you're likely challenged by the fact that anonymzed data without any context around where the engagement happened and for how long, makes it hard to turn intent signal into business growth. Discover the behavioral indicators that signal real intent for identifying and converting your ideal accounts and buyers. Learn how to use them to boost content and demand marketing success.

    In B2B marketing, acquiring and inspiring prospects and customers can feel like a frustrating guessing game, but that doesn't have to be the case. Join BrightTALK's very own Val-Pierre Genton for a dialogue on one of the most important topics in marketing. You'll walk away from this session with insights on:
    Truly defining your audience. We'll look beyond cookie-cutter personas and help you get into the mindset of your buying committee.
    Tapping into the intent signals that really matter via proprietary, first-party data and key sources that give you the full picture.
    Putting it all together. Turn intent into engagement in a few steps.
  • MRP and guest Forrester Discuss Qualities of ABM Leaders
    MRP and guest Forrester Discuss Qualities of ABM Leaders
    Jim Regan and Steve Casey Recorded: Oct 3 2018 64 mins
    Join our guest Steve Casey, Principal Analyst for B2B marketing at Forrester, and Jim Regan, CMO and Co-Founder at MRP, to learn why artificial intelligence and machine learning are crucial to future proofing your account based marketing strategy. ABM and AI are converging and delivering actionable triggers to transform your customers’ experiences forever.

    Steve and Jim will share their perspectives on why utilizing AI to make predictions on prospects’ buying patterns and using those predictions to inform content strategy has shown greater results in account-based marketing strategies.

    Here’s what you’ll learn from this webinar:
    •Why AI should inform and operationalize your ABM strategy
    •When centralized insights can enable a consistent content strategy by target account
    •How to close the loop on integrated ABM strategies to identify and replicate high performing tactics, while eliminating the low performing ones
  • Can your data infrastructure support AI marketing?
    Can your data infrastructure support AI marketing?
    Rolf Schromgens, CEO, Trivago Recorded: Oct 3 2018 62 mins
    Are you AI-ready? You need to be. Artificial intelligence marketing applications are delivering on their promise to source new insights to grow your business fast, AI technology is becoming available to any company looking for a competitive edge, and now’s the time to move, if you want to stay ahead of the curve.

    But the challenge is not just in defining an AI strategy; it requires developing the infrastructure to support it.

    Should you be developing in-house, or look to available technology and collaborate with outside experts? Keep deployment on-premise, or reach for the cloud? Can your current infrastructure, from server performance to processing power, stand up to the demands of increasingly complex AI applications?

    Get ready to level up your marketing strategy with AI, advance your technological capabilities in smart, strategic ways, learn how to make sure your next infrastructure move helps you exploit the AI advantage and more when you join this VB Live event!

    Register for free!

    Attend this webinar and learn:
    * How to tell if your marketing and IT departments are AI-ready
    * The fundamentals of an AI-driven infrastructure
    * The role of clean, definable data goals in successful AI implementation
    * How to scale the AI workload

    Speakers:
    * Andrew Malinow, PhD., Principal Data Scientist, Zylotech
    * Rolf Schromgens, CEO, Trivago
    * Sherif Mityas, Chief Experience Officer, TGI Friday's
    * Michele Goetz, Principal Analyst, Forrester
    * Rachael Brownell, Moderator, VentureBeat

    Sponsored by Zylotech

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