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.
In today’s expanding marketing landscape—not to mention today’s increasingly complex matrix known as the customer journey—the chief marketing officer is faced with sheer and unadulterated chaos. From the multiplying channels that our customers are defining as their most valued to the massive amounts of customer data and intelligence flooding (i.e., clogging) our analytics and intelligence systems, CMOs must wrangle and tame the complexity in order to make better decisions faster and have true visibility and transparency into performance, outcomes and value to the business.
Unfortunately, the old standards of marketing operations no longer apply, and new approaches, alignments and agility must be included. To delve into the issues of chaos, operations and the mandates to make bold business decisions, the CMO Council, in partnership with Aprimo, will host a one-hour interactive webcast to discuss the complexities and opportunities of modern marketing management. Among the topics to be discussed are:
•How to deliver marketing results at scale with total accountability and transparency in operations
•Best practices to create order from chaos, bringing actionable insights from marketing programs to enhance results and prove ROI
Joining the CMO Council for this best-practice dialogue will be brand leaders who are transforming the chaos across the organization, as well as marketing operations experts who will share examples of where and how transformation can help tame the chaos and turn it into a profitable process.
In a data-centric workforce, metrics and benchmarks provide professionals reasons to invest, alter, and evolve their strategy. One of the biggest trends in content creation and delivery is conducting surveys to capture your target audience’s pain points, thoughts, strategies, and drivers.
As companies continue to compete for market space, one strategy to approach the industry is to create and conduct insightful studies. Prospects and customers alike want to understand the latest trends, what their peers are doing, and where their industry is going. When done right, research elevates your gravitas in the market and serves as an effective way to engage your prospects -- both while completing the study as well as revealing the results.
Join Frost & Sullivan and BrightTALK for an in-depth discussion on research reports and findings. Topics include (but not limited to):
- Defining your goals for conducting research
- How to structure your report for ideal results
- Converting data into marketing content
The way you think about web content management needs to change—fast. If you’re not delivering meaningful digital experiences across channels in real-time, you risk losing them to competitors who are. Hear how WCM as a category is evolving way beyond delivering content storage for web pages and why it matters to your business.
This presentation will explore not just who is my marketing video audience, but how are they viewing the video? David, Mark, and Mark will discuss the different approaches required for mobile video from the storytelling and the aesthetic/technical perspective.
We'll breakdown these important questions: Can you be sure that your audience will have the audio turned on? Why does direct address to camera work so well for mobile? What’s the ideal length for a mobile video? Could a slick, commercial style video actually be less successful than a playful more personal story?
Addressing these ideas through the concepts of mobile aesthetics, user authenticity, personalization, humor, narrative, and serialization, David, Mark, and Mark explain how to optimize your video marketing for the vast mobile audience.
Video is a very persuasive medium; it’s engaging and leads can use it to make their way through the entire funnel at their own pace – all you have to do is set up the content journey. At the bottom of the funnel, video can help you seal the deal when it comes to closing and can even help you post-purchase when you want to reinforce that you were the right choice.
In this webinar, we will share tips on how real-world B2B marketers can use video to turn late stage prospects into buyers. We'll also cover:
• 8 different video types to support the BoFu
• How to map your content to different stages of the funnel
• What information your potential buyers are looking for
• How to connect your video marketing campaigns to ROI
With continuing pressure from sales to produce more high-quality leads, referral programs are being used by B2B marketers to meet demand. TSYS shares their experience in starting a referral program for their customers, employees and partners. They’ll share how they got started in referral marketing and how they changed their program design as referrals became an important part of their marketing mix.
In this presentation you’ll learn:
• Why and how TSYS got started in referral marketing
• How TSYS architected their referral program and how this changed as it matured
• The future plans for TSYS referral programs to continue to grow demand creation
Webinars have proved to be one of the most cost effective and successful mediums of engaging with a global audience. While many organizations deploy a webinar strategy, they are often erratic and unorganized.
Join this webinar to learn how you can move away from one-off webinars to building a program that will “improve your demand generation funnel!
This session will cover:
•The evolution of webinars
•Key determinants of a successful webinar strategy
•Necessary evils and how to avoid them
•How to build a consistent strategy for your webinar program
This thought-provoking webinar will help you discover how your organization can provide contextual experiences that delight your customers and keep you on the right side of disruption. View real world examples of successful organizations delivering the right content to the right person, in the right place and at the right time, helping to create customers for life.
Virtually all modern marketers use digital engagement tools to fill their sales pipelines. That said, tools alone are not enough—successful marketing campaigns also require strategic planning.
Assuring the right depth, tone, and type of content is often the primary focus in online marketing campaigns. Sometimes overlooked, however, is knowing when and why prospects access online content. Frost & Sullivan research found that buyers seek solutions to address their immediate needs and to assess the longer-term impact of their decisions.
In this webinar Frost & Sullivan and BrightTALK will discuss:
- Why prospects access online content
- What keeps prospects engaged
- How to strategize your webinar for the best ROI
Let’s face it. When it comes to building your social influence, there’s always a new technology, platform, and trend just around the corner. It’s no secret that video is becoming a powerful and popular medium for influencers to share a brand's message.
TapInfluence has partnered with social media influencer and video expert Chef Billy Parisi to bring you everything you need to know about getting started in video.
Join us on Wednesday, September 14th at 1pm EDT. In this 1 hour webcast, you’ll learn:
- Why video?
- What to consider before getting started
- Ways to get involved: DIY vs. Hired Production
- Equipment & tool recommendations for the beginner, intermediate and advanced video enthusiasts
- How to work with brands on video collaborations
About the speaker:
Chef Billy Parisi is one of the true culinary media entrepreneurs branching out his brand across the digital and social landscape since 2007. He engages as on-camera talent, speaking engagements, live cooking demonstrations, brand advocacy and culinary consulting.
Beginning a video marketing campaign can be daunting, in this webinar we will discuss what to expect when hiring a video production company, where to look for inspiration within your business, and how to leverage one video shoot into multiple pieces of content.
Video is absolutely everywhere these days. It’s in our Facebook and Twitter feeds. It’s in our Snapchat and Instagram. It’s the very essence of Periscope and Meerkat, apps specifically designed for live broadcasting. But, is it in your email? In email, the impact of video is amplified. Why? Because unlike random videos or ads that pop up on Facebook, video emails are distributed directly and precisely to your subscriber audience.
In this webinar learn the reasons to incorporate video into email and tips on how to make your email campaigns even better for better engagement and ROI.
Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:
-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success
What are some of today's biggest challenges for women in STEM? We will examine the findings from the WITI/451 Research report examining the impact of gender in the workplace for the science, technology, engineering and math (STEM) fields. Titled "Wanted: Women in STEM - An Exploration of Influential Factors, Their Professional Journey & Ways to Foster Change," the survey of 1,100 WITI members found that early STEM exposure is crucial and a variety of support mechanisms are needed to achieve women's goals in a predominantly male field. Read more at: http://www.witi.com/STEMwomen
Katie Broderick is Research Director at 451 Research. She has collaborated on some of the industry's leading quantitative research on colocation, cloud computing, and datacenter infrastructure management. Currently, Ms. Broderick runs 451 Research's Datacenter KnowledgeBase. She also studies market dynamics on a custom basis for clients including topics such as cloud computing, hosting, software-defined infrastructure, and brand awareness.
Users like to process information differently in the evolving digital landscape and that difference can be catered for through personalisation. So, what if we can go beyond personalisation based on explicit choices and create personalisation based on psychological processing style?
Sales has been targeting contacts at key accounts for decades. So why has account-based selling become the hottest trend to hit B2B sales? Some sales experts believe it is the need for sales and marketing to align around what matters – personally connecting with your buyers. Having a deeper understanding of your buyers goals and objectives and how your product or service can make a difference could help you win more sales.
In this webinar, walk away with a 5-step account-based sales strategy that you can share with your boss. You’ll gain:
- Tips on mapping out ideal buyer personas in partnership with marketing
- Ideas for personalized content to move buyers through the sales cycle faster
- Key metrics to measure and optimize your approach
In recent years, spending on B2B marketing and sales technology has seen explosive growth. But sales closing rates and quota attainment have remained flat at best. What’s going on? Today’s companies are more data-driven than ever before, but in this new world of big data and increased business velocity something is clearly undermining the benefits that should come from sales and marketing investments in people, technology and process improvement.
Savvy marketers are already planning their Christmas campaigns, tailoring their approach to win new business, maximise ROI and stay front-of-mind with customers and prospects.
Join AdRoll and Marketing Week to find out what tactics and strategies can be used to prepare your business for digital-marketing domination this Christmas.
oPlanning and delivering successful seasonal campaigns
oSegmentation strategies and re-engagement tactics
oMaximising historical data to drive sales this Christmas
oUsing dynamic creative to drive higher conversion rates
oExpanding reach across web, social and mobile
For many companies it can seem overwhelming to get started with the Sitecore Experience Platform. In this webinar we look at how to get started and give concrete advice on what you can do today, so you can get successes right from the start.
Get advice on:
- Where do we start?
- How can we measure the value right away?
- Quick wins that deliver instant results
If everyone agrees on customer experience being a market game changer then how come so few are doing it right? In this session, we will share our secrets on how to succeed with a experience platform. You will get true stories from the business frontline and five essential tips.
Listen in; the road blocking challenges might be very different from what you think.
Drømmer du også om bedre udnyttelse af de muligheder, som du ved ligger i din Sitecore platform? Man kommer ikke til Experience Management og Real-time marketing personalisation på en eftermiddag, men der er en lang række tiltag, som kan bringe dig et godt stykke af vejen. Især hvis det er forankret i en vision for, hvor I er på vej hen, så I sikrer, at tiltag trækker i den rigtige retning. Få vores 7 bedste tips og input til jeres handlingsplan, der skaber værdi fra dag 1.
E-commerce enables organizations to be closer to their customers, so choosing the right e-commerce platform is essential for your strategy. The Sitecore platform offers a variety of commerce solutions to meet your commerce and customer experience needs, but which one is good for your unique customers?
This webinar is an introduction to Sitecore and eCommerce and will cover how Sitecore works with eCommerce products and how you can determine which eCommerce product is the best solution for your customer.
Personalisation is the key to boosting sales, customer loyalty and conversion, yet only a handful of brands are doing it. How’s this for startling? 72% of companies say they know they need to implement personalisation but aren’t sure how to do it.
Well that’s where we come in. Andrew Furlong, RedEye’s CRO Director, will not only explain the importance of personalisation, but give real, tangible actions you can take to start ramping up your personalisation efforts. We’ll be focussing on real-life campaign examples you can take away and implement quickly to rapidly see increased conversion, loyalty and ROI.
So what type of content really receives the most engagement from channel partners? And which channel do they respond best to? Here Heather Margolis, President & Founder of Channel Maven Consulting and Robert Cassard, CMO & Creative Director, Voodoo Viral Marketing Systems will reveal all as well as share our best practise approach to creating content that’s appealing to your audience.
It's no secret that brands today are investing more money than ever in marketing technologies to gain better insight into customer preferences and behavior. We rely heavily on these systems to collect data and deliver the best experience for engaging and converting visitors. However, when this data isn’t shared between your vendors, you may be overlooking a big opportunity to maximize return on your investments.
This webinar will explore 3 ways to power intelligent marketing campaigns by leveraging real-time data you already have, as well as examine a more practical take on how to extract value from connecting data across your entire technology stack, allowing more timely, relevant, and meaningful interactions with the customer.
Whether delivering webinars or sharing decks via SlideShare, marketers need to create presentation content that keeps their audiences engaged—and persuades them to take action. Developing effective presentations for an online audience, however, is easier said than done. How do you create memorable, persuasive content in this era of constant distraction? How do you create presentations that get your audience to put down their phones and start paying attention?
This is where the science comes in. Research has shown that there are a few key tactics that you can employ to create marketing presentations that your audience won’t forget.
In this session, Susannah Shattuck, Content Marketing Manager at Prezi, and Taylor Freitas, Content Marketer at BrightTALK, will share tactics to make your content more memorable and persuasive. They will discuss:
- How to design presentations that tap into your audience’s deep memory and stay ingrained in their brains;
- Scientifically-backed ways to create more persuasive content;
- Why visuals and storytelling are the keys to effective presenting.
Let’s face it, when it comes to marketing, our target market has created a wall, it’s not their fault, it’s ours. Think about this - you’re responsible for generating over 5,000 leads this quarter, how are you going to do it?
- Create another eBook?
- Write more blogs?
- Invest more money in AdWords?
- Refocus on building pipeline with ABM?
You would probably want a combination of all the above, but that’s time-consuming and quickly adds up $$$. And even if you’re doing all of the above, there isn’t a guarantee that these channels will cut through the noise. Take these examples into consideration:
- 57% of Internet users don’t click on banner ads because they’re afraid of receiving spam or malware.
- 18% of Internet users in the U.S. use an ad blocker, which resulted in a loss of $5.8 billion in ad revenue on 2014.
- Spotify Premium grew by a cool 10 million users since 2014 as consumers sought an ad-free listening experience.
If you’re a start-up, small company, (even if you’re pretty big) marketing budgets are tight and always scrutinized. Influencer marketing has proven to be a profitable and scalable channel, if done right. Learn from growth marketing experts as they give you tips on how to Growth hack your business through Influencer Marketing.
Digital business isn’t just a fad. Digital business is now
just business. And it has created a whole new level of expectations among your customers, prospects and new competition in your industry. Your organisation’s success will be determined based on your ability to deliver more personalised digital experiences that meet customer expectations in the moment, as well as your ability to move quickly to combat digital savvy competitors trying to push you aside.
In this Marketing Week webinar, in association with Acquia, we will help you stay ahead and not fall behind in a world of digital disruption that’s changing faster than many can keep up with. We’ll talk about:
- How to stay ahead of digital disruption, and customers’ changing demands, by blending the right combination of digital experience technology and organisational strategy
- How personalisation, new modes of interaction like voice-based interaction (Amazon Echo), digital screens and signage, and other digital channels are expanding the definition of digital experience success
- Describe common internal organisational barriers that cause you to fall behind and prevent you from moving quickly to stay ahead of the market and your stakeholders
- Address how a flexible digital experience platform can help Business and IT to work together and provide a strong foundation for whatever comes next in a fast-changing, digital-first world
A recent Octopus Group study of UK marketing directors revealed that changes in the competitive landscape were causing them to lose sleep, with over half stating that differentiation was a major challenge.
Billy Hamilton Stent, MD of Octopus Group’s research unit, Loudhouse, will discuss:
1) How to use customer insight to formulate a differentiating B2B strategy that strikes the right balance of engaging customers and appeasing internal stakeholders.
2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
Are you providing enough resources, news and updates to your channel partners? Do you know what they actually want to receive from you? Interviews with vendors such as Cath Hackett, VP of Channel and Marketing at Becrypt and their partners to determine what their partners want to receive, and what they are actually getting. Let’s examine together how different these really are.
Winning hearts and minds is a continuing challenge for marketers seeking to connect with consumers on an emotional, cultural or behavioral level. Whether you run marketing for a distinguished, dynamic or developing brand, there is always a need to continually search for ways to stay relevant, real and rewarding for customers.
Drawing on best practices and perspectives from the CMO Council’s latest report, titled “Building Brands That Attract and Engage Fans,” this upcoming webinar will feature both brand leaders and domain experts.
Topics to be explored include:
-The roots of brand attraction and cognitive connection
-How to survive and prosper amid market diversity and change
-The intersection of cultural and behavioral economics
-The essential ingredients for authenticity and credibility
-Fresh thinking on new ways to invigorate and magnetize brands
Webinar participants will include Liz Miller, SVP Marketing from CMO Council, and author John McGarr, President of Fresh Squeezed Ideas.
Data and analytics are the lifeblood of effective marketing and consumer engagement. However, we found many of the marketers we recently surveyed are facing a data dilemma. On the one hand, they know data analytics is integral to achieving their marketing objectives. On the other hand, many are struggling with the resource-intensive nature that navigating data demands. This data dilemma is two sides of the same coin, where marketers can feel overpowered, rather than empowered, by data.
In this Marketing Week webinar, in association with Callcredit, we will explore some of the reasons behind The Data Dilemma and ways in which marketers can gain control over their data, to translate it into insight that drives growth.
Year over year, new strategies and plans are developed in an effort to boost the bottom line, ramp up customer engagement and establish profitable competitive advantages that elevate strategies to proven industry best practices. But in reality, even the best-laid plans get sidetracked. They are adopted only in part, stalled by organizational silos or tabled because of budget concerns. When implemented, results can be less than hoped for or forecasted—customers react differently…or not at all.
As we head into the second half of the year, the CMO Council, in partnership with Vindicia, will host a one-hour, interactive webcast to discuss the new opportunities in business models, digital engagements and experiences, including subscription services and recurring payments. We will also be discussing how leading brands, led by fearless marketers, have pushed through issues of complex processes and customer journeys rife with gates, stops and requirements and instead taken the path that feels counter-intuitive yet delivers a frictionless experience for the customer.
Among the questions and topics to be discussed in this hour are:
•Where and how are we unintentionally stopping our customers from engaging, transacting and lengthening their lifetime relationships with our brands?
•What are industry disruptors doing to change the experience and make waves, and how can we apply that same thinking to our businesses today?
•Are we so focused on creating processes and experiences that we are actually making it harder for customers to be loyal?
•New ideas and thinking around monetizing experiences and turning content into opportunity
In this webinar from SuccessFlow, Mark Donkin, Managing Director and Adam Dore, Senior Functional Consultant, will cover the essential tactics required to manage and convert more leads in Salesforce.
Sign up now to discover
⁃ how to identify and prioritise leads showing interest in your services online
⁃ how to nurture leads across the customer journey
⁃ what digital channels and content are working
The end result of this webinar will allow you to generate real time insights on your audience by assessing their digital footprint. This information will enable you to improve your customer journey, marketing activity and therefore lead count.
There’s a lot of clutter in the digital space, and breaking through the noise can get expensive. Influencer marketing is different—by speaking to customers on their terms, it empowers you to move them to action.
And now, we have concrete data to prove it. In this webinar, TapInfluence co-founder and CPO Rustin Banks will unveil expert insights into Influencer
Marketing methodology and illustrate how you can generate over 11x ROI over traditional advertising.
In addition you’ll learn:
- 5 ways to measure real ROI
- Optimized audience targeting for maximum results
- Working backwards from goals to achievements
- Defining clear KPIs
ABM strategies require the coordination of a lot of moving parts.
In this session, Everstring’s Dayna Rothman shares a series of actionable ABM hacks to help you clarify your priorities and improve your processes and technology.
You will learn:
- How to leverage what you already have to create personalized content that resonates with accounts
- About the different levels of account-based content marketing so you can prioritize where and how to spend your time
- How to use different types of marketing technology to bring your account-based content to the next level
Social Selling is a now buzzword and many are asking how to better use Social Media through sales and its partners to generate more opportunities and customer engagement. Here we will be joined by Ian Moyse, sales director at Axios systems, ISMM Sales Director of the Year 2015 and rated 2016 #1 social influencer on cloud and #18 on IOT by Onalytica. Come hear for simple, usable practical approaches and tips from Ian Moyse on how to leverage Social Media and Social Selling.
Inbound marketing has surged in popularity in recent years, effectively generating 3 times as many leads as traditional outbound.Yet, many large enterprise organizations struggle to dedicate the resources needed to get started.
A properly-implemented inbound marketing strategy improves the impact of your overall marketing efforts by increasing audience engagement, driving traffic to all of your content, fostering stronger relationships, and ultimately, building your pipeline.
In this webinar, Shellie Hutchens, Director of Marketing at Mediacurrent will give you actionable advice to get a handle on this untapped resource.
• Overcoming challenges to inbound marketing implementation
• Considerations before implementation
• Proving measurable ROI
• Innovative ways to make sure your system works for your goals
Choosing between an in-house marketing team or an agency is a tough decision. There’s benefits and downsides for either. B2B businesses that go in-house miss out on all of the shared learnings that come with an agency, slowing innovation and progress. Here is your opportunity to learn what you're missing.
If you're looking to surpass the competition, Join Ryan Osman (SEM Manager) and Oceah Clark-Kasperzyk (Business Development) of Obility as they share top agency learnings and strategies of 2016, that all in-house B2B teams should steal, right away. It's time for in-house B2B marketers to get the best of both worlds!
Often B2B marketers will focus heavily on the generation aspect of lead generation and lose sight of what happens next. Generating new leads is one thing, but nurturing them to qualify themselves is what separates a lead in your funnel from a customer tied to revenue.
Join Ian Campbell, CEO, Mission Suite as he breaks down a lead generation and management process that generates results at the bottom of the funnel.
Architecting today’s customer journey is a top priority for senior marketing leaders, who must guide the customer through the path to purchase and craft experiences across a multitude of channels and devices, all while keeping sight of the ultimate goal: guiding a customer through to conversion. But there is a channel that often goes unrecognized and unsupported in this new digital age: the phone call.
According to a recent BIA/Kelsey report, “call commerce” is a $1 trillion influence engine as analysts estimate that click to call influences some $1 trillion in U.S. consumer spending. The firm went on to project that some “169 billion mobile calls to businesses (will be made) by 2020, driven by smartphone penetration, high commercial intent and the natural handoff between mobile engagement and phone calls.”
The digital experience has brought rise to an influential channel of profit in the phone call that must not be overlooked. As customer satisfaction is measured in quick clicks and frictionless engagements, tools like the Google call button have made it even easier for brands to actively connect digital experiences to profitable inbound calls. This call commerce demands a new set of strategies, campaigns and executions, in addition to new measures and metrics to better track these online to offline conversations.
Eva Tsai will share her experience as a woman in tech charting a journey spanning multiple disciplines and excelling as a strategic business leader, her thoughts on the challenges women are facing, both in entering and advancing in their careers, and what her recommendations are on both professional and personal fronts.
Eva has extensive experience leading go-to-market transformation and managing company telemetry to drive growth worldwide. Her innovation and leadership has been recognized with significant industry awards and patents. She was selected by Silicon Valley Business Journal in 2015 as one of Silicon Valley's 100 Most Influential Women and won the 2014 Marketer That Matters™ award, sponsored by The Wall Street Journal. At vArmour, Eva has transformed the company into a growth machine via innovative and well-executed go-to-market strategy, insightful telemetry, and process optimization. vArmour has been named a “Company to Watch” by TechCrunch and a "Cool Vendor" by Gartner. Prior to vArmour, Eva held strategic roles at Citrix, BroadVision and Oracle. Eva holds a BS and a MS in Computer Science from Massachusetts Institute of Technology.
When the CMO Council recently asked more than 200 senior marketing decision makers how effectively they have aligned physical and digital experiences, half admitted that these integrated experiences were selective, at best. Yet it is alignment, consistency, and connection that drive the foundational relationship between the brand and the buyer.
The CMO Council, in partnership with IBM, will host a one-hour interactive webcast with industry-leading media and entertainment marketers to discuss:
• Best practices for linking physical and digital interactions in a way that is seamless to the customer and enhances the brand experience
• How to extract audience insights from digital and physical channels to create content and tailored experiences which turn customers into fans and drive the bottom line
• Examples of capitalizing on the opportunities of OTT to connect with fans and deliver enriching experiences