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Demand Generation

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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.
  • Video is the increasingly the preferred medium for content consumption ... even for B2B marketing content.

    Join us in this webinar and learn how to:

    • Improve your web presence and drive SEO with video
    • Increase email click-throughs by up to 300%
    • Use video to improve content conversions
    • Gain detailed prospect and customer insights from video analytics
  • LiveRamp Connect combines the LiveRamp GO tools you’ve been using with the best features of Acxiom’s Audience Operating System (AOS). Connect provides a single, unified offering capable of delivering customer data to any of the marketing tech and ad tech companies integrated with LiveRamp, as well as the full complement of premium media platforms integrated with AOS.

    Register now to join Anneka Gupta, vice president of product for LiveRamp, on Thursday, April 16th for an overview of LiveRamp Connect. You will learn about new features including:

    - Scheduled delivery to marketing destinations
    - Metrics reporting and recording
    - New test/control segment features
    - Premium media distribution

    Please register here or contact Roya Pakfetrat at rpakfetrat@liveramp.com with any questions.
  • Join Lattice for a guided tour of the marketing tech stack that powers Uberflip's demand gen engine.

    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 Hana Abaza:

    Hana Abaza is the VP Marketing at Uberflip, a platform that helps marketers create, manage and optimize content experiences at every stage of the funnel to boost engagement and generate leads. A blend modern chic, tech geek and entrepreneurial hustle, she combines a data-driven approach with her knack for communicating inspired tech solution to mainstream audiences to get results.
  • For the last 4 years, CA Technologies has been building global communities of IT professionals who regularly attract new subscribers and engage returning viewers with rich webinar content, enabling CA to exceed their lead generation goals.

    Join this LaunchPoint session to learn how CA Technologies was able to implement a content strategy with real-time integration across marketing systems.

    Sign up today to discover how CA was able to:

    - Spend less time importing leads and more time engaging target audiences
    - Increase program relevancy with real-time platform integration and triggered responses
    - Respond quicker to sales opportunities by passing qualified leads
  • It is an exciting time for marketers investing in technology! The number of tools and platforms available is growing exponentially, all promising to make marketing easier, more efficient and more successful.

    What can you do to ensure your new tools play nicely together? Specifically, your webinar and video platform and marketing automation.

    In this webinar, BrightTALK’s Stuart West will be interviewing Adam Sharp, Co-founder and MD of the largest independent marketing automation consultancy in the world, CleverTouch. During the session, Adam will share the processes, metrics and workflows your organisation can implement to ensure your webinar and video technology feeds your marketing automation efficiently and seamlessly.
  • Learn how to prepare, produce, and deliver webinars that build enthusiasm among your target prospects. Find out what mistakes companies often make in their marketing webinars and discover easy ways to avoid them. Enjoy greater responsiveness and participation by your prospects, leading to easier sales communications and higher conversion percentages.

    This session is appropriate for producers and presenters of demand generation webinars. It is valuable for those currently using webinars in their business and for those just getting started with webinars as a new marketing channel. A live question and answer session will let you guide the session to concentrate on topics of the most interest and benefit to you.

    What the audience will learn:
    - Best practices for encouraging registration and attendance
    - How to engage prospects before and after your webinar
    - Ways to structure content for maximum impact
    - Tips for gaining insights from webinar interaction and reports
  • The desire to have an accurate and complete view of an individual customer is not new for marketers. Ever since marketers were first able to access data about a customer, there has been the desire to understand what makes a customer buy. In a recent CMO Council study, only 20 percent of marketers said they had a comprehensive view of customer touchpoints and engagements, and only 7 percent felt they had a single version of customer truth.

    So why is it—when marketing admits that the ability to deliver data-led, personalized, customer-centric experiences across channels, in-real-time and at scale is critical to their business—that we are still struggling to obtain this 360-degree view of our customers? According to 30 percent of marketers, it is because the data that could create this unified view is trapped in silos across the organization.

    While the industry talks about CMOs needing to transform into everything from customer officers and marketing technology officers to revenue officers and beyond, one functional requirement stands at the center of marketing’s ability to truly accelerate in this customer-focused, digital age: silo busting. As the chief silo buster, marketing leadership finds itself needing to work with cross-functional teams, in partnership with IT, to aggregate and manage customer data to create a single vision of the customer that can not only integrate from across the organization, but also be shared with all parts of the company.

    The CMO Council, in partnership with Trillium, will host an interactive, one-hour webcast to discuss the key challenges and concerns marketers are facing when it comes to silo busting. Through conversations with brand experts, we will explore how marketing can accelerate their strategies through more effective and efficient engagements, campaigns and operations while also learning more about their customers and building customer loyalty.
  • Consumers today have access to more information than ever before when making a purchase decision. Buyers are looking for informative and trusted thought leadership content as they research their purchases, meaning that your brand's PR strategy needs to be working in tandem with marketing campaigns. As buyer behavior continues to change, marketers are re-examining their campaign and product launch strategy to incorporate PR storytelling tactics.

    Join us as we discuss how to tell a unique story through a cohesive content plan to build audience trust and achieve campaign success.

    During this webinar we will discuss:

    • How to influence behavior through authentic and transparent content
    • The evolution of earned media, and how to harness it
    • The role of distribution as the missing link to any content plan
  • Part 1 of 4: Understanding Omni-Dimensional Consumers in our Omni-Channel World

    With the rapid pace of technology, access to real-time data, and the proliferation of consumer touchpoints, the world of marketing is being disrupted like never before. What used to be simple media flowcharts have exploded into complex, omni-channel consumer ecosystems. But all is not lost… while marketing has never been more challenging, it also has never before offered the ability to understand – and connect with – our consumers deeply and wholistically.

    In this webinar, Jeffrey Maloy will outline the challenges and opportunities facing marketers today and identify the ways in which enlightened marketers are embracing the changes and maximizing human understanding.
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    In this four-part webinar series, "360 Degree Consumer Understanding" you will 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: Thursday, May 14 @ 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
  • When asked about their buying processes, 65% of respondents to an IDC research study agreed that “we usually engage a vendor sales professional only when we have made a purchase decision.”

    Well, that complicates things. B2B marketing and sales teams are always searching for new ways to connect with customers. How can they work together to influence a buyer journey where the prospect is in the driver’s seat? Join us for an upcoming webinar as Michael Fauscette, Group Vice President, Software Business Solutions, IDC, debuts brand new research on what buyers expect from their vendors, including:

    - When, why, and through what channels a buyer engages during their self-defined journey
    - Obstacles buyers encounter when making “good” purchasing decisions during the research and decision phases of the buyer’s journey
    - How marketing and sales can influence the buyer’s journey from the very early stages of engagement
  • 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.
  • SEO has changed. It's less technical and much closer related to marketing - Content Marketing, in particular. The websites that win create compelling content with their audience in mind. Join us as we explore the evolution of SEO and the critical role content plays in search engine rankings.

    Michael Peggs is the founder of Marccx Media, a content marketing agency where content attracts clients. Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships. He is also a blogger and podcaster, hosting the iTunes Top 10 New & Noteworthy podcast You University - The Personal Branding Podcast.
  • Imagine this: your B2B marketing and sales teams are working together, winning together, and selling more effectively than ever. Marketing sets sales up for the win and sales swiftly closes each deal with ease. Together, you step into each deal as the formidable opponent to beat, a force to be reckoned with.

    Sounds like a great place to be, right? Great news: the technology to unite these two teams has arrived. Meet Pardot, B2B Marketing Automation by Salesforce.

    Join us as Phil Simpson, Pardot Sales Manager, and a Pardot client, as they give us an inside look at how Pardot can help align your marketing and sales teams by:

    - Providing the insight sales needs to lead the conversation
    - Allowing marketing to effortlessly nurture leads to a sales-ready state
    - Identifying target buyers and key stakeholders, and more.
  • Digital disruption has revolutionised the sales and marketing landscape – 72 per cent of buyers use social media to research before making a purchase, and 81 per cent of buyers are more likely to engage with a strong professional brand. To reach buyers, sales and marketing teams must align themselves to create a compelling social media presence.

    Join LinkedIn and Oracle Marketing Cloud as they draw back the curtain and explore how to bridge the divide between sales and marketing.

    You'll learn:

    • Why social selling is important and valuable to both sales and marketing.

    • Which team is responsible for owning social selling.

    • How to implement a social selling strategy across both teams.
  • Louise and Rachael will provide tips on how to develop a great digital strategy and engaging content in an international b2b context.
  • 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: Thursday, May 14 @ 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 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: Thursday, May 14 @ 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: Thursday, May 14 @ 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