Demand Generation

Community information
Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.
  • TV advertising has historically involved the delivery of the same ad campaign to millions of viewers nationwide. Addressable TV is changing television advertising for marketers everywhere, and today, over 40 million pay-TV households in the U.S. are able to receive an addressable TV ad. If you are interested in addressable TV but don’t know where or how to start, this webinar is for you.

    Tom Hagopian, vice president of advanced advertising for DIRECTV, and Tracey Scheppach, executive vice president for Starcom MediaVest Group, will be leading a live discussion outlining how addressable TV works and will reveal how the technology is:

    - Reimagining TV advertising and providing unique benefits
    - Improving media buying, engagement and key brand metrics
    - Optimizing campaign efficiency for retail, auto, insurance, and more
  • Louise and Rachael will provide tips on how to develop a great digital strategy and engaging content in an international b2b context.
  • From Insight to Action - Predictive and Prescriptive Analytics from IBM

    Predictive analytics has become an imperative for organizations as they strive to incorporate data-driven decision making into their processes by understanding potential future outcomes. Prescriptive analytics can then build on this foundation by answering the eternal question "What should we do about this?"

    Attend this webinar to learn how IBM SPSS Predictive Analytics can help you uncover patterns and trends in your data and how IBM Decision Optimization can be leveraged to incorporate those insights into optimal decisions. See how IBM analytics lets your understand your data with ease and speed and translate that understanding into value.
  • Why do people do the things they do? As marketers, we're constantly asking why, and how, buyers buy. The truth is the ways in which we shop and consume are drastically different than ever before.

    In this session, Katie shares some of the thinking, research, and ideas from the world of psychology that she's found in her own attempt to understand why buyers (especially B2B) do what they do. She'll also share some strategies for addressing this brave new world of marketing, as we all work to keep up, and stay relevant. Join Katie as she uncovers the truths about today’s B2B buyer. 
  • What tools do marketers at Kapost rely on? Find out on Lattice's Show Me Your Stack! with Jesse Noyes.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Jesse Noyes:

    Jesse Noyes is the Senior Director of Marketing, Content and Product at Kapost. Before Kapost from Offerpop, where he was Director of Content Marketing. Before that, he was pumping out content and drawing up strategy at Eloqua. He got his start as a business reporter, first at the Boston Herald and then the Boston Business Journal, before jumping into marketing. You can hit him up on Twitter @noyesjesse.
  • Part 2 of 4: Accessing the Emotional Brain

    Marketers have witnessed an explosion of applied neuroscience techniques designed to answer questions about emotion and motivation that traditional rational marketing research can’t answer. As such, many CMOs are looking for guidance in making sense of the myriad of “System 1” techniques, and in understanding which techniques are best suited to address their strategic needs in innovation, positioning, ad testing, and branding.

    In this webinar, Jeremy Pincus, Ph.D., will identify the advantages and limitations of these techniques, and describe a new applied neuroscientific approach, MindSight®, that transcends past limitations by speaking directly to the emotional brain.

    In this four-part series, learn how to leverage consumer attitudes (survey data), behaviors ("big data") and emotions (neuroscience) to better segment, target and connect with your customers' hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars on the following dates:

    o Part 1 of 4: Wednesday, May 13 @ 2pm: Jeff Maloy, CMO
    o Part 2 of 4: Thursday, June 4 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    o Part 3 of 4: Thursday, June 25 @ 2pm: Eric Paquette, COO
    o Part 4 of 4: Thursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • IBM SPSS Modeler extends the value of Big Data through algorithms purpose-built for massive scale analytics, introduces geospatial analytics and continues to expand accessibility to and usability of advanced analytics.

    Join our Technical Solutions expert, Dusan Magula, for a demonstration with live Q&A and learn about:

    * SPSS Modeler Personal Edition that puts predictive power in the hands of an individual user
    * New algorithms for Big Data and Geospatial analysis
    * Predictive Extensions that bring the flexibility and power of R to SPSS Modeler users “code-free”
  • It is easy for marketing executives to feel we have been pushed into a defensive position, being asked (nay, mandated) to prove return on every marketing dollar spent. Yet in today’s age of big data, automation, social and digital, the potential we see in new strategies and tools is often laced with more hype than reality. This letdown has only heightened this defensive posture and led to the need for new forward-moving strategies that track to real action and revenue, not just the potential for return.

    According to a CMO Council study titled “Mastering Adaptive Customer Engagements,” only 10 percent of senior marketing leaders are highly confident in their ability to leverage data to create exceptional experiences for their customers. A lack of data is also not to blame for this skepticism, according to 48 percent of respondents.

    It is time for a shift from a defensive posture to one that is decidedly proactive, targeted and intelligence- and offense-driven. It is time for a shift in how marketing thinks about data and how we leverage data for customer revenue optimization. Leading CMOs are moving far beyond the single-view metrics of campaign performance as justification of marketing ROI, turning away from “rearview mirror” metrics and instead looking for those actionable data insights that directly impact the business. This shift in thinking has been intentional and directed to aligning data and intelligence strategies with business performance goals and real revenue accountability to the organization.

    This conversation is, at its core, about shifting the data mindset from asking “why” into a process of tapping into relevant streams of intelligence to start asking “how,” with the express purpose of accelerating revenue growth. To help make this shift, the CMO Council is hosting a series of engagements in partnership with Quantifind—both live and virtual—to start this dialogue.
  • We’ve entered an unprecedented age in B2B marketing.

    Today’s buyers are savvier, more connected, and more informed than ever before — and they’re well aware of the power they possess. When companies fail to deliver the smooth and personalized buyer experience that consumers have come to expect, favorable alternatives are little more than a Google search away; it’s no secret and it’s a challenge that all B2B organizations face.

    But here’s the bottom line that’s too-often forgotten: delivering a seamless buyer’s experience starts with seamless alignment internally. Marketing and sales must work together throughout the decision-making journey, sharing insights and updates and allowing each team to play to their greatest strengths.

    Enter, Pardot plus Salesforce Engage. Join us on June 11th for this 30-minute webinar, as we explore the capabilities of these two powerful tools and discuss how they can streamline workflows to enable joint sales and marketing success. Attendees will learn how to:

    - provide real-time visibility into a prospect’s digital engagements
    - deliver content to prospects how and when they want it
    - translate data into actionable insights for both sales and marketing
  • Whether you are thinking of getting started with email automation or looking to step up your existing email automation this session guides you through everything you should know to creating a successful automation strategy.

    · Why automation projects fail and avoiding the pitfalls
    · Picking perfect triggers
    · Mapping content with the decision funnel
    · When and how to use lead scoring
    · Three proven trigger campaigns
  • The latest advances in online tracking give b2b marketers access to a wealth of data that can be used to analyse the success of marketing communications campaigns. Yet in reality it is often a case of information overload, and in many cases the ready availability of digital analytics has resulted in higher expectations at board level when it comes to justifying spend on PR and other offline marketing tactics.

    In this new webinar, Jenny discusses how b2b marketers should measure success on an ongoing basis as part of a culture of continuous improvement. She first looks at the theory behind evaluation and progress in the global PR industry since the Barcelona Principles were published back in 2013. She then gives practical examples as to how time-poor b2b marketers can start to implement best practice evaluation within an organisation, with a particular focus on measuring the success of integrated campaigns.
  • Modern marketers are united by a common set of objectives - acquire new customers, grow their lifetime value and convert them to advocates. But succeeding in this quest is difficult in this noisy, information abundant world. Generating demand for your products or services requires a well-oiled machine which not only helps potential customers find you but has the ability to convert them into paying customers.

    Join Ray Coppinger, Senior Marketing Manager EMEA at Marketo, as he outlines the components of an effective demand generation engine, how Marketo generates demand for it’s products as well as tips on optimising demand generation programs. In this webinar, you will learn:

    - Why the most effective demand generation machines go beyond just inbound marketing alone.
    - Marketo’s approach to generating demand for its product and services.
    - Tips for testing and optimising your demand generation programs.
    - Best practices for measuring and analysing demand generation performance
  • It's no secret that inbound marketing is changing the way companies market both their products and services. Marketers who have successfully created inbound funnels have seen huge growth in both their traffic and leads. This has helped them outpace their competitors who continue to use a marketing playbook that's clearly broken.

    In this presentation we will cover how inbound marketing can help you create a world class funnel, one that generates enormous growth for your company and leaves your competitors miles behind.
  • If you are thinking of upgrading or migrating your marketing automation platform then this is a must see webinar. Join us as we cut through the sales decks and marketing chatter to review five tools through the unbiased eyes of a super user that has been using each of these platforms for the past ten years.

    - ActiveCampaign
    - Silverpop (IBM)
    - Salesforce Marketing Cloud (ExactTarget)
    - Marketo
    - Oracle Marketing Cloud (Eloqua)

    Both strong and weak points of each platform will be shown for:

    - Ease of use (Emails/Forms/Landing Page deployment)
    - Campaign Automation (Lead Nurturing)
    - Customisation
    - Reporting
    - Account Management
    - Support

    Finally examples will be provided from personal experience of companies that have chosen the right tool for the job and companies that that have chosen the wrong tool and yet continually attempted to correct their decision through such heavy customization that could have been avoided had they chosen the right platform.

    After watching this webinar you will be in a better position to evaluate your next steps.
  • As marketers, we’re trained to think creatively: who is our target audience and how can we reach them? How can we communicate with prospects in new and exciting ways? But, sometimes it’s easy to forget that marketing’s most important customer is sitting right under the same roof, and likely, within earshot: your sales team.

    It may be fairly new terminology for many marketers, but ‘sales enablement’ is about to become one of the most crucial elements of B2B marketing — and businesses that don’t make it a priority are bound to fall behind.

    Join us on June 18th, as Maureen Flaherty, Email Marketing & Campaign Specialist-Pardot, breaks down the five essentials of sales enablement that every B2B marketer needs to understand. Attendees will learn:

    - how technology can allow for seamless communication and alignment across teams
    - how to enable reps with the right campaigns and content to close deals faster
    - how to establish an effective lead flow plan, to get the right leads to sales at the right time
  • Part 3 of 4: Building a Big Data, Single View of the Consumer

    Today brands have access to more and bigger data about their customers and prospects. In this webinar, Eric Paquette will describe how to develop a market segmentation that leverages behavioral “big data,” primary marketing research data and third party marketing data to develop a harmonized “single view of the consumer” that can guide overall brand strategy while leveraging the power of actual behavioral data and highly targeted activation and communications strategies.

    In this four-part series, learn how to leverage consumer attitudes (survey data), behaviors ("big data") and emotions (neuroscience) to better segment, target and connect with your customers' hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars on the following dates:

    o Part 1 of 4: Wednesday, May 13 @ 2pm: Jeff Maloy, CMO
    o Part 2 of 4: Thursday, June 4 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    o Part 3 of 4: Thursday, June 25 @ 2pm: Eric Paquette, COO
    o Part 4 of 4: Thursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • Part 4 of 4: Turning Robust Marketing Intelligence into Revolutionary Marketing Programs

    Our prior webcasts will describe how to get a 360°, unified, and provocative understanding of your target consumers. The next step, then, is to draw inspiration from these insights and to generate breakthrough ideas for brand strategy, product/portfolio plans, creative strategies, and your communications plans (including paid, owned and earned media). But, this is easier said than done.

    Peter Krieg will describe the challenges marketers experience using “data” and insights, and suggest five steps that will ensure that your deep understanding of the consumer leads to successful innovation.

    In this four-part series, learn how to leverage consumer attitudes (survey data), behaviors ("big data") and emotions (neuroscience) to better segment, target and connect with your customers' hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars on the following dates:

    o Part 1 of 4: Wednesday, May 13 @ 2pm: Jeff Maloy, CMO
    o Part 2 of 4: Thursday, June 4 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    o Part 3 of 4: Thursday, June 25 @ 2pm: Eric Paquette, COO
    o Part 4 of 4: Thursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • Building a social media community is good, but building a community of devoted influencers who can help you build and grow your brand with their communities is better.

    Learn how to develop an influencer community and harness the power of a game-changing crowd to drive big results across all aspects of your business.
  • A case study on how Basware has combined content management, marketing automation and demand generation disciplines in the early stages of the buying cycle to increase engagement via personalised content, generate more quality leads and drive sales pipeline.