The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.
Real-time marketing meets real-time research: Understanding Consumers' Digital Media Addiction
The goal for marketers is to present the right advertising message to the right person at the right time - no matter whether a person is surfing social media, watching television, checking their mobile phone or walking into a store. This becomes more and more difficult as media consumption is ever-changing. Furthermore, while we need to keep different communication methods in mind and optimise our messaging for the medium, we should also approach consumers holistically, understanding that they are who they are on mobile devices, in their cars listening to the radio, or while watching television.
In addition to dissecting the typical consumer and their media consumption, we’ll discuss how this new world order requires complete cohesion between brands, their advertising and media agencies - all the while supported by smart, real-time market research. This presentation will focus on the consumers' role in that ecosystem and their ability to recognise and internalise the messages they are sent.
The Modern Marketing Experience offers an unprecedented opportunity to gain insights at a single premier event presented by Oracle. Experts in marketing automation, social marketing, content marketing, and big data will present you with the strategies and tactics you need to make modern marketing succeed in your organization. Engage with BrightTALK at MME15!
You've just learned that your CMS vendor has been acquired. Don't panic. Be prepared. Create an action plan that will guide you and your team through the uncertainty and to an informed decision that's best for your company.
You’re probably asking a few questions:
- What about the product roadmap they just showed me? Is it still valid?
- What does this mean for our website update?
- Who do we turn to for technical support?
- What's the impact on our relationship with our service provider?
Your CMS is the foundation for your website, so we know that this can be a time of stress, uncertainty, and misinformation. That’s why we've brought Cathy McKnight to the rescue. Cathy is a co-founder and the Vice President of Consulting at Digital Clarity Group, and has advised numerous clients who faced precisely this scenario. In this DNN webinar, Cathy covers:
- Immediate next steps
- How to weigh your options
- Strategic advice on migrating your CMS to a new vendor (if necessary)
Join Cathy to learn how to address your current (or future) situation.
By using an Issue--Solution--Impact diagram, three Tableau power analysts from Deloitte's analytics team will discuss actual problems organisations have faced and will share practical techniques for interpreting and communicating tonnes of heavy data into digestible content and visuals. Be ready for some amazing tips to take your dashboards to the next level!
This presentation aims to answer the following:
-How can data visualization and agile analytics be used to turn a mess of data into a clear, visual masterpiece?
-Where is the organisation spending too much money, and what can you do about it?
-Where is the business performing well, not well, and why?
-How can you automate many of the reporting processes to make everything simpler and quicker?
65-90% of the buying process happens before you even know a prospect exists. Which means it’s critical for your marketing collateral to help prospects through the process on their own, particularly with video.
If you join us at this webinar, you’ll learn:
• The step-by-step process that today’s buyer follows before purchase and how video can promote movement through it.
• The types of videos you can produce and where they’ll have the most impact in your buyers’ journey.
• Ways to approach your own unique buyer’s journey and questions to answer before production.
• A real-world example from Act-On of how one video is mapped to the buyer journey and what’s considered prior to production.
Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.
In this webinar Frost & Sullivan will discuss:
•What moderns buyers expect from lead generation content
•When to use webinars and videos in the sales funnel
•Tailoring the message to fit each stage of the sales cycle
Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:
· How an Analytics Center of Excellence make a difference to the company, customers, marketing
· What is an Analytics Center of Excellence, establishing its purpose, and creating the vision
· The key functions and capabilities needed
· The journey’s key stages, associated challenges, and what do you need to do to get to the next step
· What metrics you should select to measure the value and impact of an Analytics Center of Excellence
Want to grow your social media team by the hundreds or thousands? Employee advocacy is the solution that leading brands are investing in to raise brand awareness, drive sales leads and better engage their employees. However, to set up your employee advocacy program for success, you’ll need more than just the social media team’s support.
Learn how leading companies achieve internal buy-in to launch an employee advocacy program, how to make a business case for adoption and the company-wide benefits of employee advocacy.
The rise of mobile and the multi-screen world puts the consumer firmly at the centre of the digital universe. Content needs to be more personal and more relevant as consumers come to regard traditional advertising and marketing tactics as intrusive and ineffective. Marketers now have to ask themselves some crucial questions:
• Is my content successfully driving more traffic?
• Are those visitors actually engaging with my content?
• Which traffic sources provide the most engaged and highest-converting customers?
• Which of my content is driving positive ROI?
• How can I improve my content to meet sales or conversion targets?
• How can I accurately measure which content is most effective and evaluate why some content performs better than others?
In this webinar, Duncan Clark will explain how you can tackle these questions to ensure your content marketing pulls its weight and delivers against business objectives.
Measuring the attribution of digital channels, websites etc., has been mainly centred of volumes of ‘visitors’. Whereas it’s ‘conversions’ that really matter.
This session covers how to track conversions and their outcomes through the concept of assigning goals or ‘engagement values’ to visitors journeys to your websites. It also will be covering ‘engagement value’ best practices and techniques with examples or organisations who have successful adopted this strategy.
With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.
Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.
Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.
Some key issues to be discussed in this interactive webcast will include:
•The new expectations of the global customer—and a call for relevance across all channels
•The complexities of language, content and engagement
•The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.
One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:
- Include rich media and online events in their content marketing mix
- Accelerate lead generation with a strategic mix of paid BrightTALK programs
- Get warm leads who engage with relevant content mapped to the sales funnel
- Qualify and convert leads more effectively into loyal customers
The job description of a content marketer has evolved dramatically over the last few years. Having initially morphed from a creative function into a publisher/distributor role, we are now entering the era of the next generation content marketer - not only capable of creating and distributing compelling content, but also with technical, operational and analytical acumen to develop, refine and measure campaigns.
In this live video panel, experts will discuss what it takes to be a leading content marketer in 2015. From buyer journeys and personas to usage management, format innovation and analytics, this video will discuss the role and responsibilities of a next generation content marketer.
The Core Data Sheet (CDS) is a critical component of the effective creation of Labeling content for different regulatory regions and outputs (Prescribing Information/Package Insert, Package Leaflet, etc.). The content is typically managed in email, complex MS Word documents, or Excel spreadsheets. It is difficult to track content relationships and ensure accuracy as the content moves out of the CDS to the desired deliverables. It is a painstaking and error-prone process.
Join Scott Abel, The Content Wrangler and Ann Rockley, CEO of The Rockley Group, for this webinar to learn how you can use intelligent content best practices to design a structured component-based CDS. You will learn how to identify a reuse strategy to ensure content is correctly reused and tracked wherever it appears; manage the content using a structured content management system; automatically track content relationships; and manage claims and associated references throughout the content lifecycle.
Boosting the Operational Efficiencies and Effectiveness of the Modern Marketing Organization
It is undeniable that the customer experience is a complex and ever shifting landscape, defined and initiated by the customer and spread across an online and offline landscape that is growing with every decision and journey. But how has this complexity impacted marketing’s operations? How are leading organizations managing everything from budgets, strategies and assets to core resources, tracking strategies, activities and outcomes in this ever expanding and increasingly complex business landscape?
As marketing continues to focus on delivering exceptional customer experiences that are highly rewarding to the customer—and increasingly profitable for the business— savvy CMOs are looking to improve operational efficiencies to create truly agile and effective business engines.
Join the CMO Council as we examine this quest for marketing effectiveness and impact, and see what brands and leading experts believe will take us to this next stage of truly effective marketing performance. How are successful teams reshaping how resources and relationships are being managed? How do highly effective organizations align their talent and technology to deliver high-impact customer experiences? How are resources, assets and strategies being tracked, monitored and measured in order to reach key business goals faster? How are highly effective marketing teams thinking about budgeting, planning, asset management and campaign management to meet the needs of the business and advance at the speed of the customer?
Put aside everything you think you already know about content marketing because it’s changing every day. Let’s look at getting past the hype and instead, look at getting busy with a plan for 2015 — and the next five years. We are entering a new era of marketing, and it’s based on our ability to deliver experiences. How does content, and our ability to create value with it, play into that?
You’ll learn about the latest trends in Content Marketing fresh from CMI’s 2015 research, about the future of Content Marketing and how it’s changing for both B2B and B2C companies, and the key challenges and best practices with case studies from real companies.
Join Scott Abel, The Content Wrangler, and special guest presenter Robert Rose, chief strategy officer at the Content Marketing Institute, as they talk about how brands become remarkable using content-driven experiences — and work toward a content marketing mission as a core piece of their strategy. Together, we will walk through building the next, new business case for content marketing and the actual companies that are already getting it done.
We’re witnessing an exciting evolution of gender identity, and rapidly shifting away from a world of ‘either/or’. How is this blurring of gender impacting on advertising, media and popular culture as this trend moves into the mainstream?
Join Getty Images Visual Trends Director, Pam Grossman, for this in-depth exploration of the Genderblend visual trend and discover how your visual branding and campaigns can benefit from a blurring of the gender lines.
As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.
For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.
This session will highlight best practices to achieve webinar program success, including:
- Reporting on webinar program performance and ROI
- Scoring webinar data in your marketing automation system
- Routing webinar leads and engagement information to sales
- Establishing a set of webinar program KPIs
Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.
Learn how to:
• Avoid common mistakes that put prospects off content.
• Increase sign ups and data capture.
• Encourage social sharing and amplification.
• Increase engagement: dwell times; repeat visits and interaction.
• Ensure your calls to action inspire action!
Content is produced for clinical trials, submissions, labeling, and marketing. The content is created, recreated, and recreated throughout its lifecycle. At best case it is copied and pasted into multiple documents. Often times, the original source of the content is lost within the versions. When content changes, it must be found and updated wherever it occurs. This process is time-consuming and error-prone. Content can be interpreted differently at each stage allowing for "drift" in the message and accuracy.
Join Scott Abel, The Content Wrangler, and Ann Rockley, CEO of The Rockley Group, for this webinar to learn how you can: Envision your content as a coherent whole rather than disparate documents; develop methods for reusing content; and optimize the content creation, review, and delivery process.
Today’s customers demand engaging, relevant communications when and where they want and on their device of choice. Most organizations struggle to publish information across media — print, Web, and digital — copying and pasting information, duplicating resources, and creating overlapping processes, and driving up costs.
Join Scott Abel, The Content Wrangler and Dave White, Chief Technology Officer, Quark Software Inc., for this free, one-hour webinar. Attendees will learn how the introduction of Smart Content enables business users and subject matter experts to create content components that can be automatically assembled for rich, interactive multi-channel output.
Attendees will gain an understanding of Smart Content and why XML is no longer just for technical publishers and XML experts; hear how globally 2,000 organizations are automating multi-channel publishing to mobile apps, PDF, print and Web leading to higher customer engagement; and take away best practices and how to get started with a content strategy and selecting an appropriate solution
About the Presenter: Dave White has two decades of experience in the enterprise content management and publishing software industries. He has helped to define XML standards, shaped product and business development strategies, and shared his extensive knowledge of science and technology with diverse groups at a variety of conferences. His experience spans both technical and business and contributes to his current role as Chief Technology Officer at Quark. Prior to joining Quark, White was vice president of product strategy at PTC and Arbortext.
How do you empower your mobile sales strategy with content? Our panel discusses ways to have better sales conversations by enabling your salespeople with dynamic content in the field.
Learn how to tell more engaging stories centered around richer content types, more than just pdf's or office documents, but actually walking prospects through a dynamic story with HTML5, video, and content that's catered to your prospect's unique needs no matter the location.
We'll discuss how to:
* Build simple forms into your pitch
* Share CooperVision's field sales process that led to 2x growth
* How to create a dynamic content marketing to support sales growth
Over the last 25 years, the web has evolved from a platform consisting primarily of human content consumers to a blended model of humans and machines. With the explosion of data on the web, it is clear that machines are needed to assist in the consumption and organization of the massive amounts of data and content that’s created on the Internet every day. In 2014, studies reported that non-human visits account for 56% of all website traffic. So how does this affect how we create digital content?.
Join Scott Abel, The Content Wrangler, for this free one hour webinar with Jay Myers, Technical Product Manager at Best Buy, as Jay examines the origins and rationale behind publishing smart content, explores simple techniques we can use to make content better for both humans and machines, and provides examples of where smart content is used to provide more engaging user experiences.
The lure of data-led tactics for web re-targeting and advanced customer experience applications is intoxicating for marketers, particularly when customers demand relevance and reward personalization with increased frequency and volume of purchase. But while this age of data-led marketing has opened up a world of possibility for engagement, personalization and real-time, one-to-one experiences, it has also prompted customers to grab indelible paint to draw the “creepy line”—that point at which knowing the customer turns from creating a relevant experience to exhibiting stalker-like behavior. The magic for marketers is not just understanding their customers, but understanding where that line in experience has been drawn…and knowing that while there are universal truths to engagement, the repercussions of crossing the creepy line can be detrimental to a customer’s desire to engage with a brand.
To address where and how marketers must engage and interact in a customer-defined scope of individualization and personalization, the CMO Council, in partnership with Teradata, will host a one-hour webcast to kick off the discussion around just how close we can and should get to the creepy line. Joining the conversation will be brand leaders who have made strides in driving relevant experiences that add value to the customer’s journey, in addition to customer intelligence experts to share key trends, mandates and best practices in moving beyond mass personalization to achieve true individualization.
Stories are the fabric of our lives. They weave a tapestry that enables our imagination to take us anywhere. When we read it on the page, even with the best descriptions, our minds fill the gaps to create the world we are reading about.
The moment those words are put to a picture, those choices and the fabric of our imagination are folded and forced down a path of singularity. The camera, the director, the actors, the sound designers, the art directors; they all decide for us. The credits list hundreds of people that make those choices for us. They decide how it all looks, sounds, how it is spoken, acted and emotionalized. Even more so, it is only packaged for a single audience, in a single culture and in a single language.
Join Todd Resnick, Resnick Interactive, Los Angeles premier voice over casting, direction and production company, as he shares the localization strategies you need to translate that vital creative process across the world’s languages. Diana Ballard of LOGOS Group helps set the scene introducing this one-hour free web presentation. Led by Scott Abel, The Content Wrangler and Val Swisher of Content Rules, this session is a must for all content marketers seeking to impact and influence diverse audiences and cultures around the world. Find out why keeping faithful to your message is at the core to audience engagement and critical to retaining customer attention. Hear real-life examples of how interpretation of the locale, humor, sayings are all as intimate as a personal conversation to engage the global village at all levels.
Modern marketers need leads like humans need food and water. We all buy leads from multiple sources to ensure we can provide our sales teams enough marketing-qualified leads (MQLs) to hit their revenue targets. But how do you ensure those leads are qualified enough to become an MQL? In this webinar, we'll share best practices for mining your leads into MQL golden nuggets.
ClerksWell will teach you how to maximise conversion from your current marketing as well as showing you future trends and opportunities within marketing and technology.
In this session you will learn how to:
• Leads by making your existing marketing work harder with easy to implement personalisation- supported by a case study with First Great Western
• Gain and convert leads based on the information gathered on social networks
• Identify where a lead is in their buying cycle and personalise their experience to convert
• Use tests to optimise customer experience and gain leads, trough a case study Journey Latin America
• Gain and nurture leads through automating your marketing process
• How future trends will affect your business
Are problems with lead quality damaging the relationship between sales and marketing? It’s up to marketing to ensure that only the best marketing leads get passed to sales, and lead-scoring is a must have for successful marketing teams. In a study of B2B organisations using lead scoring systems Oracle Marketing Cloud found that on average:
- Close rates increased by 30 per cent.
- Company revenue increased by 18 per cent.
- Revenue per deal increased 17 per cent.
Join this session hosted by Sylvia Jensen, EMEA marketing director at Oracle Marketing Cloud, to get a better understanding of lead scoring and how it can benefit both the marketing department and business overall.
As mobile overtakes desktop usage, and statistics show 70% of mobile searches lead to online action within an hour, having an impactful mobile presence for your brand is imperative.
But how do you build a mobile experience with impact? Join Senior Art Director Guy Merrill as he outlines the science behind what makes an image effective on mobile and to hear tips on how to use visual content to pack the most punch for your brand’s mobile experience.
Pharmaceutical companies must endure the challenges tied with global submissions. From translations to local regulatory requirements, it is difficult to maintain the integrity of Core Data Sheets and ensure consistency across submission variations. When labeling events fast-track submissions, the scramble to pull together content may result in errors, omissions, and out-of-date information riddling the published document. On top of all this, localization is a very expensive process.
Join Scott Abel, The Content Wrangler and Ann Rockley, CEO of The Rockley Group, for this webinar to learn how you can: Reuse content to effectively comply with specific, local regulatory requirements and formats; maintain the Core Data Sheet while reconstituting topics for each country; increase visibility of content changes when labeling events occur; and lower translation costs by utilizing components.
The All Blacks are the most successful sporting team on the planet – with an extraordinary winning percentage of 94% over the last decade. But it hasn’t always been straightforward. In this Webinar, best selling author, speaker and consultant James Kerr explains how the world’s most successful sporting team hit rock bottom in 2004 and how they used language, ritual and storytelling to turn their fortunes around. The lessons are directly applicable to achieving a sustainable high performance environment in whatever field you compete in.
James Kerr is a bestselling author, speaker and leadership consultant specialising in high performance business, sport and military environments. Recent clients include the US Navy Seals, the FBI, UK Sport, the English Rugby Football Union, UK Swimming, UEFA, the Premier League, HSBC, Shell, Adidas and the Savoy. His latest bestseller, Legacy, reveals 15 leadership lessons from the world's most successful sporting team, the All Blacks, and he is a regular contributor to broadcast and print media including the Guardian, Times, Daily Mail, Bloomberg, BBC and the Telegraph. He lives in London.