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Demand Generation

  • Turning Social Media Into an ROI Positive Channel Turning Social Media Into an ROI Positive Channel Aseem Badshah, Socedo CEO Recorded: Aug 30 2016 62 mins
    As a social marketer, you might know that your target audience spends a lot of time on social. But your company’s social accounts are only being used to broadcast company news, and not helping with your company’s lead generation goals. In this webinar, Aseem Badshah, Socedo CEO, explains how to turn social media into an ROI positive channel in B2B organizations focused on demand generation. That means using social to generate new leads and opportunities.

    He discusses:
    – Why social media should not be viewed as just another isolated channel.
    – How social media helps you grow your database, send better emails, increase the efficiency of your paid advertising programs, and helps to increase ROI on events.
    – Why social media strategy needs to take into account the entire marketing funnel, not just the top of the funnel.
    – A roadmap with actionable steps for making social media ROI positive channel for your organization.
    – How to measure ROI from your social efforts to prove its value in a B2B context.
  • Keeping Marketing Relevant in the Age of the Customer Keeping Marketing Relevant in the Age of the Customer Thomas Husson, VP & Principal Analyst, Forrester Recorded: Aug 30 2016 53 mins
    As marketers, today, we face more challenges and higher business demands than ever before. Our reality is “do more with less, using new technologies”. No small feat, indeed.

    To succeed, we have to rethink our marketing and do away with the hurdles that hold us back. As marketers, we must demand – and deliver – more transformation.
  • CX: from the boardroom to your bottom line CX: from the boardroom to your bottom line Kelsey Parish, Senior Project Manager, Vanson Bourne Recorded: Aug 25 2016 62 mins
    Customers have always been the jewel in the crown of a business. Without customers, your business will not exist, and it is because of them that organizations are constantly evolving to better suit their needs.

    In an increasingly digital world where customers are more empowered, loyalty is no longer a given. With customers able and willing to switch alliances between businesses, organizations can no longer assume they have guaranteed “lifetime” customers.

    You have to stand out. Your customer experience needs to be better than your competitors, hence the increasingly central focus on CX.
    Flying under the radar, however, is the impact that this focus has on the bottom line. Because, while trying to perfect that customer experience, organizations have discovered a whole host of benefits that have huge financial and business impacts, making the case for that “flawless” customer experience even more worthwhile.

    So what is holding organizations back? How can they overcome these hurdles? And what awaits them when they do overcome them?
    During this webinar, we will explore the hidden benefits of a customer experience focus, and how businesses can get to these benefits, using insights gathered from 880 decision makers.

    Ultimately, organizations know that they need to focus on the customer experience. But do they know about all the financial benefits that are there for the taking? We are here to help inspire your company to take customer experience to the next level – from the boardroom to the bottom line.
  • Cultivating Great Communities: How to Develop & Share Content Users Want to See Cultivating Great Communities: How to Develop & Share Content Users Want to See Melanie Turek, VP of Connected Work at Frost & Sullivan; Kelly Harris & Walter Jabcuga, Community Managers at BrightTALK Recorded: Aug 24 2016 57 mins
    Professionals turn to communities for the latest insights, but they expect to effortlessly find, uncover, and digest the exact information they need. Of course, the kind of content offered matters, too—a lot.

    Based on recent research from Frost & Sullivan, the vast majority of active BrightTALK users indicated that they want content that addresses both short-term professional interests and long-term career goals, as well as more general information about their industry, company, and general business best practices.

    Join us for our panel discussion to learn more about how to shape content that works and generates loyal members on BrightTALK (and other communities).
  • Mobile Marketing - Your key to building a passionate brand community Mobile Marketing - Your key to building a passionate brand community Nathan Anibaba, Head of business development, Tomorrow People Ltd Recorded: Aug 24 2016 23 mins
    Instead of marketing to an impossibly large number of individuals marketers need to focus more on what your prospects have in common rather than what separates them. As community Marking is grows in popularity, many marketers now appreciate that building such a community allows you to separate yourself from the competition, increase the perceived and actual value of the brand and charge a premium for your products.

    We need to create a community of like minded prospects and customers who feel like they 'belong'. This webinar shows you how mobile marketing holds the key to growing your community and connecting people on the basis of more than just the product.

    This webinar will cover the following:

    1. What is a brand community?
    2. Why should you build a brand community? (Why your prospects and customers are seeking community)
    3. Mobile's role in building your community
    4. Case study in community building and mobile marketing
  • The State of Influencer Marketing The State of Influencer Marketing Brian Solis, Principal Analyst, Altimeter Group Recorded: Aug 23 2016 63 mins
    Traditional digital advertising channels are delivering declining results, forcing marketers to look for new alternatives that deliver better ROI. Influencer marketing has emerged as a powerful new addition to the marketing mix.

    This study takes an in-depth look at the current state of influencer marketing and provides insight into how to run programs successfully. Both influencers and brands were surveyed to identify where they are aligned in their approach to influencer marketing and where there are gaps between the two. Topic areas covered include:

    - Budget allocation
    - Preferred social platforms
    - Key challenges faced
    - Measuring success
    - Top performing tactics
    - Why influencer marketing works

    About the speaker:
    Brian Solis is principal analyst at Altimeter Group (a Prophet company). Solis is globally recognized as one of the most prominent thought leaders, speakers, and published authors in new technology, digital marketing and culture shifts.
  • Get 3 tips on how to utilise your customer data in Social Get 3 tips on how to utilise your customer data in Social Lisbeth Chawes, Partner Director, Komfo Recorded: Aug 23 2016 44 mins
    Social Media is by the experts less and less being seen as a silo in the organization. It is a very mature channel with a lot of possibilities for integrations in your omni channel strategy. It has proven to drive innovation and revenue for your business.

    One of the advantages of social media, is that you can exactly define who should see your content. Your advertisement budget will be spend much more efficient compared to traditional retargeting. Only the people who it’s really relevant for, will be shown your content. This also gives you the possibility to place the content in the right context and touchpoint of the customer journey.

    Join this presentation and get actionable tips, insights in the latest statistics and relevant.
  • Priority Pass - Using Sitecore to deliver a World Class Omni-channel experience Priority Pass - Using Sitecore to deliver a World Class Omni-channel experience Crystal He, Product Owner, Codehouse Recorded: Aug 19 2016 36 mins
    Priority Pass - Using Sitecore 8.0 to deliver a World Class Omni-channel experience to global customers.

    Codehouse will be running through the digital transformation of Priority Pass, from UX enhancement through to delivery of a world-class website using Sitecore 8.0.

    The webinar will include insight into use of personalisation within Sitecore’s Rules set editor to deliver personalised content to the user.
  • Social Selling for Enterprise Sales Social Selling for Enterprise Sales Rebecca Smith Recorded: Aug 18 2016 45 mins
    Criteria for Success has spent the last 16 years transforming sales systems and increasing sales performance by at least 25% for the organizations they help. They recognized early on that busy sales executive easily forget that new customers and clients are right under their nose.

    CFS have identified Social Selling as key to reaching to these buyers and accelerating sales growth. And that intuition is now supported by data: according to a Forbes report, 78.6% of salespeople that used social media to sell out performed those who didn't use social media.

    Join us to learn how you can combine standard tools, such as LinkedIn and Salesforce, with a simple process to create a winning Social Selling PlayBook.

    Attendees of this workshop will learn:

    • How to target qualified suspects and prospects

    • Generate more business opportunities using inbound and outbound applications, such as Hubspot and LinkedIn

    • Learn how to turn suspects into paying customers and partners


    • A Social Selling PlayBook, customized at the event

    • Tips and know-how to identify, connect with, and sell new contacts

    • An efficient process to generate a larger volume of workable leads

    Who should attend:

    • Business owners

    • Key sales & marketing executives

    • Any stakeholder involved in growing their business
  • The true power of B2B Content Marketing (showcase from Exact Software) The true power of B2B Content Marketing (showcase from Exact Software) Werner van Ekkendonk, CEO EURObizz BV and Mark Appel, Global Marketing Director Exact Software Recorded: Aug 18 2016 36 mins
    In 1996 Bill Gates (Microsoft) made his famous statement with his article titled 'Content is King'. And how right was he with this statement. Content marketing is more important than ever before. In this webinar we will look at a case of Exact Software.

    We will interactively discuss things like the culture of content and how Exact Software was able to triple their business of Exact Online in the past few years! A spectacular result that, of course, is not just a matter of course. This resulted in a takeover by the private equity company Apex and made Exact into an American company.

    Our Keynote speaker is nobody less than Mark Appel, Global Marketing Director of Exact Software (operational in 6 countries). He talks about his experiences in setting up a content marketing and demand generation strategy for Exact Software.
    His informal way of speaking and his seniority will definitely inspire you.

    In 60 minutes EURObizz and BrightTALK will showcase you on the journey of Exact Software and what the lessons you can distillate from that. This is something you don't want to miss.

    Recommanded websites:
    EURObizz: www.eurobizz.eu
    BrightTALK: www.brighttalk.com
    LinkedIn profile Mark Appel: www.linkedin.com/in/markappel
  • What a marketer couldn’t tell you about email marketing What a marketer couldn’t tell you about email marketing Ben Rothke, Senior eGRC Consultant, Nettitude Group Recorded: Aug 18 2016 40 mins
    As a Senior eGRC Consultant at the Nettitude Group, Ben Rothke knows little about how to create a successful email marketing campaign. But as someone who has received tens of thousands of emails from such campaigns, he’s seen what works and what doesn’t.

    In this webinar, Ben will share some of the worst email fails he has received, which immediately went into the deleted folder. He’ll also share those emails that were effective, and resulted in a successful follow-up for the sender.
  • The 5 Keys to B2B Content Marketing Success The 5 Keys to B2B Content Marketing Success Dallas Jessup (BrightTALK), Matt Knight (Spiceworks), Monique Luttrell (UBM), Jill Talvensaari (IO Integration) Recorded: Aug 18 2016 61 mins
    Join us as we discuss the 5 Keys to B2B Content Marketing Success and review the results of a new B2B content marketing survey to better understand the current state of content marketing and to identify key challenges as well as best practices.
  • Real-time Personalisation: The power of conversational content Real-time Personalisation: The power of conversational content Spencer Waldron, Regional Manager - Western Europe at Prezi, & Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Aug 18 2016 40 mins
    Over 61% of B2B marketers leverage personalised content to better shape the experience (Cintell). Marketers spend an enormous amount of time, bandwidth, and finances to create various content segmented by persona, stage, or vertical to have the best influence. But when it comes to creating and delivering presentations, many marketers and salespeople are still taking a traditional approach: build a different presentation for each opportunity, memorise a script and deliver the same one-way, linear presentation, no matter who the audience is or what information they need.

    Enter conversational presenting, an emerging trend that allows you to customize your presentation in real-time to make the best connection for the most success. Prezi’s European Regional Manager, Spencer Waldron, and BrightTALK’s Senior Marketing Manager, Andrea Goodkind, will discuss some of the best tactics to evolve previously stale, one-sided presentations into personalised conversations. Topics may include:

    Channels to leverage before the presentation to give the audience what they want
    The questions you should always ask your audience in order to determine what will resonate with them the most
    Live tactics for real-time content personalisation while presenting

    Let us know if there’s anything else you’d like to know on this topic by tweeting us @Brighttalk using the hashtag #brighttalkprezi. See you there!
  • Unblocking your sales funnel: why your traffic isn't converting Unblocking your sales funnel: why your traffic isn't converting Peter Yates, Director of Client Campaigns, Axonn Media Recorded: Aug 18 2016 20 mins
    Improving conversions is the cornerstone of any marketing strategy, but why are so many B2B marketers disheartened with their content marketing results? Peter examines what's going wrong as he takes a look at the strategies that are doomed from the start, and offers advice on how to turn around your content marketing to achieve the conversions you really want to see.
  • Content Marketing: How Blogging Offers Actual ROI Content Marketing: How Blogging Offers Actual ROI Suzanne Baran, Content Strategist, Capital Group Recorded: Aug 17 2016 61 mins
    Adaptive businesses have found success in creating a digital footprint by publishing original content. Savvy digital marketing tactics offer branding and audience growth. Come learn:

    - Why content is at the forefront of digital strategy
    - How to evangelize the importance of content marketing for your brand, product, service, or sector
    - Tips and tricks of the trade
    - Making a case for content marketing resources and measuring your efforts
  • Why Your Content Marketing is Failing (and how to fix it) Why Your Content Marketing is Failing (and how to fix it) Gary DeAsi, Senior Manager, Digital Marketing & Brand SmartBear Software Recorded: Aug 17 2016 59 mins
    In a digital world where customers have all the power and everyone is a publisher, increasingly high competition and standards are pressuring marketing teams into a race to produce higher quality content, in greater volumes, and at a faster rate than ever before, often with the same amount of resources. But while content is the fuel for every digital marketing engine, not everyone gets the same mileage out of it. A 2016 report from Content Marketing Institute found that while 88% of B2B organizations are using content marketing, only 30% rated their content efforts as being effective for reaching their goals.

    This session delivers an insightful overview of common costly mistakes that can be killing your content marketing results, and a deep dive on how to maximize content marketing ROI with actionable tips and steps to amplify the impact of every content initiative, including:

    · Content Planning. Creating monthly and quarterly content plans aligned with the customer journey, and key business goals and metrics

    · Content Creation. Digital content creation approaches optimized for search, engagement and conversion, designed for re-purposing

    · Content Distribution. Integrated multi-channel content distribution tactics to reach both larger—and more qualified—target audiences across platforms

    · Data Utilization, Automation and Metrics. The utilization of data, automation and marketing technology to test, measure and enhance targeting to optimize results

    · Content Lifecycle Management. Understanding the stages of the digital content lifecycle to implement an efficient, repeatable process and lengthen the lifetime value of content
  • 5 Proven-Methods to Create Content for a Consistent Customer Experience 5 Proven-Methods to Create Content for a Consistent Customer Experience Kelsey Loughman, Content Marketing Manager at Kapost & Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Aug 17 2016 47 mins
    When it comes to the customer experience consistency is key, especially when it costs 5x more to acquire a new customer than to keep an existing one. So, how do you design a cohesive, seamless customer experience that excites your new customers and keeps the loyalty of your customers?

    Join Kapost and BrightTALK as we walk through the copious ways a single piece of content can be leveraged throughout different points in the journey to reduce churn and to spike upsell potential. Kapost will share some of the latest insights from their 2016 B2B Customer Experience Benchmark Report such as how to:
    - Create a standardized, repeatable process across teams, tools, and channels that creates a full-funnel customer experience
    - Ensure your content is accessible for your key users, so they have a straightforward process for consuming information
    - Improve the process strategically from both a quantitative and qualitative perspective
  • 6 Powerful Marketing Ideas for B2B Companies 6 Powerful Marketing Ideas for B2B Companies Catrinel Bartolomeu Recorded: Aug 17 2016 26 mins
    It's official: it's 2016 and Content Marketing is here to stay, especially for B2B brands. From startups to international corporations, from the most well-known brands like Coca-Cola's blog "Unbottled" to niche companies looking to reach (and teach) new audiences, executives are turning to content. But not just any content will do; readers are more discerning than ever, and only content that provides value to the people you want to reach will get the job done.

    But how do you provide content that really adds value to your customers? Catrinel Bartolomeu, Head of Content at Oz Content, shares six of her favorite content marketing ideas for B2B marketers. These ideas will help you stand out from your competition, improve your SEO rankings, and attract new clients. Want even more insight? Catrinel will answer audience questions live-- all you have to do is tune in and ask.
  • How to market for Google (and therefore your customers) How to market for Google (and therefore your customers) Jennifer Riggins, Marketing Consultant Recorded: Aug 17 2016 45 mins
    Time and again I hear from so-called captains of their industries what they want to say about their products and services. As thought leaders, they use jargon and insider terms to sound like experts, but when you're doing that for website, that's ridiculous. If you want new customers to find you, you need to write for what they are asking Google. I would recommend signing up for Google AdWords before because this will be a hands-on demo of how to use Google Keyword Planner as the backbone of your online content marketing strategy, that will provide you with SEO success even if you never spend a buck on AdWords.

    Workshop will include:
    - basic explanation of What is SEO
    - how to use the free Google Keyword Planner
    - how to choose the low-hanging fruit keywords (low competition, higher volume)
    - how to then apply those keywords, choosing 1-2 for across your entire website and then the rest for specific themed landing pages
    - how H1, H2 headers, bullets, bolding, etc work
    - backlink strategy - don't send all the juice to your homepage!
  • Content Strategy: Is your content connected to your customer? Content Strategy: Is your content connected to your customer? Mark Donkin, Managing Director and Karl Horton, Creative Director Recorded: Aug 17 2016 42 mins
    In this webinar from SuccessFlow, Mark Donkin, Managing Director and Karl Horton, Creative Director, will take you through the process of understanding your audience, to better align your content strategy and content marketing strategy with your customer journey. With a documented strategy, you will feel considerably less challenged and have the right tools to become more effective at content marketing. The end result being a more personalised and valuable journey for your customer, and creating consistent brand experience.
  • Key Steps to Get Revenue from Sales and Marketing Alignment Key Steps to Get Revenue from Sales and Marketing Alignment Trisha Winter, CMO, Amplifinity and Josh Evans, SVP of Sales, Velocify Recorded: Aug 11 2016 47 mins
    Smarketing. It’s the new buzz term for Sales and Marketing alignment that lots of people are talking about, but few are addressing tangible steps to get value from it. In this webinar we bring a software Marketing and Sales Executive together to outline key steps to increase the maturity and corresponding benefit from Smarketing.
    What you’ll learn:
    •3 levels of Smarketing maturity (3 C’s)
    •Actionable steps to take to reach each level
    •Technology that can help you get full value from alignment
  • How To Empower Your Teams To Create Brand-Right Marketing On The Fly How To Empower Your Teams To Create Brand-Right Marketing On The Fly Karen Wenning and Theresa Aide, Suttle-Straus Recorded: Aug 11 2016 52 mins
    If you struggle with how to maintain control of your brand while ALSO giving your marketing teams and sales agents the flexibility to create their own materials – you are not going to want to miss this free webinar.

    During this session, we will explore how your organization can best utilize a Marketing Resource Management (MRM) system to streamline processes and empower decentralized teams to create brand-right marketing materials on the fly – thereby creating team efficiency AND ensuring a cohesive brand experience is delivered every time.

    Join us to learn:

    - What an MRM system is and how it supports a variety of marketing distribution models.

    - The key benefits of an MRM system to the brand’s stakeholders.

    - How to select the right MRM system for your organization’s needs.

    - How to implement your new system and encourage adoption.
  • A pragmatic approach for using personas in context marketing A pragmatic approach for using personas in context marketing True Intent, Jeroen Huizinga, Partner & Digital Consultant Recorded: Aug 11 2016 51 mins
    Using personas to profile your website visitors and serving them relevant content based on these personas is something a lot of companies are struggling with.

    Everyone understands the principles, but how do personas actually transform over to your website, and moreover what does using content profiling actually mean for your organization?

    Personas are one aspect of profiling content and it may make more sense to use different techniques to get a better understanding of how your visitors are using your content and serve them relevant content based on their behaviour. During this webinar we will go into the ideas behind content profiling and we will be showing you how to setup your personas with your Sitecore environment. All of it illustrated with real customer cases.