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.
Getting to deep insights and laser-targeted lead gen programs may seem exhausting considering the amount of data that marketers can collect today. Luckily, machine learning can vastly reduce the time and effort required to extract knowledge and grow your pipeline.
This webinar covers highly precise and efficient ways to boost B2B demand generation. We'll show you how to optimize ads for ABM, improve precision targeting using Machine Learning, and ramp up your sales by using lookalike audiences. You’ll learn about the latest technology and best practices in lead generation and account-based marketing (ABM).
“How can I get smarter about my content creation? What topics and types really impact performance?” You work hard to generate and market the content you believe is valuable and educational for your audience. When it comes to B2B, a performance-driven marketer needs to go beyond wordsmithing and growth hacking, and enter the realm of analytics and insights.
Join Feng Hong, a Senior Product Marketing Manager at Full Circle Insights with a background in performance analytics in B2B, as he discusses a step-by-step methodology for using content performance data in your CRM and marketing automation to guide content planning and creation.
Learn how to:
·Categorize and cross-compare dimensions of content to optimize for performance
·Leverage Salesforce to understand content impact on your sales funnel KPIs
·Utilize attribution modeling to trace revenue contribution back to the content you generated
In today’s online driven world, a website is often one of the most important marketing tools for a business. Yet, many websites even lack the most basic search engine optimization (SEO) best practices.
Being able to research, identify and optimize your website for the keywords your potential customers type into Google is crucial to succeeding with SEO. In fact, it’s essential to outrank your competition in the search engines.
Any professional SEO agency will perform in-depth keyword research before starting a project, and so should you. In this 45-minute long online session, Chris Raulf, Founder & President of Boulder SEO Marketing, will present:
• Why you NEED to perform keyword research
• Tools, tools, tools: Keyword research is a (free and paid) tools driven process
• How to research and select the initial list of target SEO keywords and phrases
• How to identify the “low-hanging fruit” keywords that will immediately increase search traffic to your site
• How to put the keywords to work for you
• How to measure the performance and effectiveness of your target SEO keywords
Webinar attendees will learn the concept of keyword research for SEO and be able to measure and monitor the effectiveness of their target SEO keywords.
About Chris Raulf
Chris Raulf is the founder of Boulder SEO Marketing, a boutique digital marketing training and consulting agency located in beautiful Denver and Boulder, Colorado. Chris is an SEO training expert and he teaches students around the globe on how to improve their website’s rankings in Google search results. His international background makes him one of the few professionals in the industry who truly live and breath multilingual search engine optimization on a daily basis.
Learn more about Chris and Boulder SEO Marketing by connecting with him on LinkedIn (https://www.linkedin.com/in/chrisraulf) and Twitter (@swisschris).
The research shows it and the industry experts agree: A well thought out email marketing campaign can make or break your chance to get in front of a prospect. However, it’s not as easy as it may seem. Competing for attention in a prospect’s inbox, whether it be two seconds or two minutes, is no walk in the park.
Creating lasting connections with your prospects is critical to building your business. Join Act-On’s email experts as they discuss how to connect to your audience with:
* Segmentation strategies to get the right message, to the right person, at the right time
* Best practices for marketers who are ready to move past the basics of email marketing
* New techniques to optimize your results
Referrals are great in concept, but how do you build a consistent pipeline from them? Sales and marketing professionals will want to tune in to this roundtable interview with referral coaching and selling expert Mike Garrison, President of Garrison Sales Consulting and Larry Angeli, CRO for Amplifinity who uses referral selling with his sales team and advises clients on approach.
These experts will be asked:
>How do you identify good referral sources?
>What is the value proposition for them to refer?
>How should you approach and recruit them?
>How can marketing help sales to do this?
>How can you ensure a steady flow of referrals?
Content marketers struggle with creating engaging content. With social media automation tools, most of the hard-lifting on content distribution is solved. The hard thing about content marketing is not marketing, it's the creation. The age-old question still stands true: How to tell an engaging story that creates "know-like-trust" factor with your audience and results in engagement and sales.
In this webinar, we will cover:
1) How to identify which tone of voice is generating high engagement for your brand
2) How to identify the type of story that resonates with your audience?
3) How to identify the style of voice that generates high-engagement for your brand
Is your content targeting the right audience? General information is great for broad-based marketing, but creating sticky communities requires that you go deep.
That might mean offering insights that are outside your core competency, but which will add significant value for your users. And it definitely means providing insights that target specific buyers based on the industry they're in, their geographic location (or that of the company they work for), their job role, the size of their business, and more.
The goal is to deliver information that is so relevant, your members see you as a thought leader not just in your area of expertise, but in theirs.
This webinar will discuss the need to go beyond your content comfort zone and offer recommendations on how to create the content you need to appeal to buyers on a personal level.
Everyone’s talking about Account-Based Marketing – but is it the right approach for your organization? And, if it is, how do you create an end-to-end process for identifying, managing and marketing to target accounts?Join Part 1 of our ABM webinar series to find out if ABM is right for you.
On its own, “quality” is a subjective term. What’s high-quality to one person might seem mediocre to another. So, how do you ensure the content your company produces is better—and higher-quality—than what your competitors are offering? Simple: You measure quality based on conversion.
After all, you shouldn’t be creating content in a vacuum: each piece you produce should have a purpose beyond merely meeting your—or your company’s—subjective standards for quality.
Beautiful, unique, well-constructed content doesn’t mean a whole lot if it doesn’t move the proverbial needle—whether that needle points to increased top-of-funnel traffic, more demo submissions, or greater upsell potential.
In this webinar, Charlotte Bohnett and Brooke Andrus will discuss how they’ve leveraged content in a way that not only sets WebPT—a niche healthcare software company—apart from its competitors, but also supports the company’s overarching marketing goals and, most importantly, drives action.
As part of this discussion, the presenters will highlight several key examples of content that have shown immense conversion value, including:
- Themed pillar pages, blog posts, and downloads that work in tandem to capture and retain search traffic as well as drive email submissions
- Free educational webinars that drive genuine lead activity and feature content and design that are far superior to anything else available in the rehab therapy industry—as well as carefully planned and executed promotion and distribution of those webinars
- An industry salary guide download that has generated unprecedented top-of-funnel email submissions—and is easily replicable in most B2B spaces
We spend so much time and money on getting our audience to read our content. But what are we learning about them? And what are our returns on investment?
Content marketing is more than just likes, shares, hits and clicks. It’s a perfect opportunity to learn more about our customers’ personal traits, preferences, needs and challenges – and to translate those insights into personalized pitches that convert like a machine.
Learn how you can use interactive content marketing to engage your audience, capture deeper insights about them and personalize content to maximize conversion. Get inspired with loads of examples and leave with great ideas for your content marketing efforts.
• What is interactive content marketing and why are leading brands using it?
• New lead-gen tactics using interactive content
• The 3-step process for higher conversion
• Analyzing your data needs & how to capture it
• How to qualify, segment and deliver high-precision pitches
• Loads of examples and inspiration
BrightTALK and Dot have created this fun little “What Is Your Marketing Superpower?” quiz: https://dot.vu/p/interactive/marketing-superpower-brighttalk/.
Are you a creative genius, data nerd, social media maven or lead-gen machine? Take the quiz to find out (it only takes a minute)! We will be using this quiz as an example to explain some of the concepts, so taking it will also improve your experience while you’re tuned in to the talk.
The Content Wrangler is a San Francisco-based global digital media company that exists to help organizations adopt the tools, technologies, and techniques they need to connect content to customers.
A small shop with two employees, The Content Wrangler uses webinars to build awareness, develop interest, and spot right-fit prospects. To compete with much larger firms, the company leverages its content strategy know-how to produce nearly 100 webinars a year on BrightTALK.
Producing that many programs may seem unrealistic for even a much larger team, but it’s possible because the company applies principles from lean manufacturing to their webinar production processes -- a format that any company can replicate.
Join BrightTALK for a special presentation from Scott Abel, Chief Wrangler at The Content Wrangler. You’ll learn how The Content Wrangler built one of the fastest growing—and most engaged—channels on brighttalk.com.
You’ll discover how adapting lessons learned from single-source publishing can be applied to your webinar production process, enabling you to produce more webinars with less effort.
Your content experience is the environment in which your content lives, but it’s also so much more than that. It’s the place where all the user action takes place. It’s where a visitor converts to a lead, and where you can measure your content’s effectiveness across the entire buyer journey.
If you want to improve your content’s performance, you can’t afford to ignore your content experience any longer. In this live webinar, you’ll learn:
- Why you need to start focusing your content marketing efforts on optimizing your content experience
- How to build a high converting content experience
- How a well-optimized content experience can help enable content to be used across your entire B2B organization
Featuring: Katie Martell, On-Demand Marketer, at BrightTALK's Content Strategy & Distribution Summit.
What do Salesforce, Apple, and the South Beach Diet have in common? They motivate others to action against an enemy - and it isn't the competition.
While your buyers are certainly motivated by benefits, they are more likely to be truly galvanized when called to rally against a common foe. This is what creates movements that build momentum for brands.
The right enemy can also be a powerful way to focus our marketing team and improve our content marketing. Join this session, and find your antagonist.
Katie Martell is a millennial CMO and entrepreneur. She has been named a "marketing expert to follow", a top 10 marketing writer on LinkedIn, and top 3 most influential B2B marketer on Twitter. Katie has spent the last decade marketing to marketers, and today serves a variety of companies as an on-demand marketing consultant. Learn more at www.katie-martell.com
Today’s marketing machine must be aligned to the agile flow of today’s fickle customer, able to adjust and adapt in real-time, thinking and often predicting behaviors in context to allow an organization to swiftly advance, iterate and optimize across functional boundaries.
The CMO Council, in partnership with IBM Watson, will share new thinking and best practices for making this new marketing operation a reality in a one-hour interactive webcast featuring subject-matter experts and brand leaders currently making the bold shift to meet the customer where they stand. Joining the session will be Dario Debarbieri, CMO of IBM Watson North America and longtime CMO Council Advisory Board member, who will discuss the latest trends, from the API economy to the real opportunity of cognitive computing being applied to the marketing engagement engine.
Feeling like your CRM isn't quite measuring up to support your account-based strategy?
Implementing and executing a successful account-based strategy has many operational and technical implications. Join Full Circle Insights and Highspot in this webinar to learn how you can adapt your Salesforce to fit an account-based strategy.
In this webinar, we’ll teach you how to:
-Understand the gaps in your CRM that hinder ABM
-Organize your Salesforce processes for ABM
-Connect the dots between your data and measure your ABM performance
It is easy to commit to delivering to exceptional customer experiences, but executing on the same can often be the hardest step. Join CMO Council, Teradata and N Brown Group (JD Williams) in part 2 of our webinar series to hear how organizations can enhance the customer experience and influence their buyers’ next steps to align with organizations’ desired goals and objectives.
During this one-hour webinar, Vicky Currie, Head of Segmentation and Selections in the Customer Insight Group for N Brown Group (JD Williams), will share insights around how the company transitioned from just collecting customer data to influencing customer decisions with predictive insight. Specifically, Currie will share how N Brown Group moved from mapping the customer journey to actually understanding where customers are in the buying process, and then intervening with the right offer, at the right time and through the right channel, to lead customers to a purchase. Hear Currie explain how the ability to combine insights with action has helped the company meet business objectives, drive revenue and, above all, improve the customer experience.
Joining the CMO Council and Vicky Currie will be Tony Brown, Vice President of Product Management and Business Development, Teradata Customer Journey Solution. Tony will share insights on the critical steps marketers must take to better inform and shape the buyer journey.
Among the topics to be discussed:
• How data and analytic insights can help identify a customer’s stage in the buying journey
• Why integrating online and offline data is critical for a holistic view of the customer
• Real-life business benefits of optimizing customers’ journeys
Join Kath Pay of Holistic Email Marketing, and esteemed marketing industry analyst David Daniels, as he shares new research, tactics and strategies to improve the customer experience and relevance. David will review several new innovations and technologies and discuss their effectiveness.
David’s presentation and discussion will address the following:
• Data utilization in email marketing and the efficacy of real time data
• Individual targeting and the rise of People Based Marketing and its role in email marketing
• The impact of machine learning and other artificial intelligence technology on email marketing
• Innovations in mobile utilization to drive mobile app usage
• The challenges and opportunities of utilizing embedding video in email
David will also take your questions and offer access to research reports available for download.
About David Daniels – CEO & Founder, The Relevancy Group
Follow David on Twitter @emaildaniels Learn more at www.relevancygroup.com
As CEO of The Relevancy Group, David directs market research and advisory services essential to digital marketing. Direct Magazine said David is “one of the most influential experts in email marketing, if not the most influential.” Co-author of ‘Email Marketing An Hour A Day’, David has held senior level positions at Forrester, JupiterResearch, Apple, Anthropologie and other top brands. In 2017 David was named Email Marketer Thought Leader of the Year by the eec/DMA. David is also the Publisher and Founder of The Marketer Quarterly a digital magazine for marketers by marketers available for free with registration at www.marketerquarterly.com or via the MQ App on Apple, Google and Amazon.
Join Trisha Winter, CMO of Amplifinity, as she shares the data from the analysis of all referral partner programs run on the Amplifinity referral platform and what the data means for those that want to get more high quality leads from their partner network.
Trisha will cover:
> Details behind the data
> Key findings from analysis
> Lessons learned for marketers running referral partner programs
Join Trisha Winter, CMO of Amplifinity, as she shares the data from the analysis of all customer referral programs run on the Amplifinity referral platform and what the data means for those that want to get more high quality leads from their customers.
Trisha will cover:
> Details behind the data
> Key findings from analysis
> Lessons learned for marketers running customer referral programs
When it comes to the customer journey, marketers have traditionally focused on mapping the customer’s experience. However, with an ever-increasing number of channels and platforms for engagement, it is becoming more and more difficult to pinpoint the next steps that a customer will take. Every customer journey is unique, and likewise, every customer has different needs. As a result, so much time is spent mapping multi-touch, cross-channel journeys that the evolving customer has already moved beyond, making it difficult to take profitable action.
Join Liz Miller, Senior Vice President of Marketing for the CMO Council, and Kathy Koontz, Director–Customer Journey for Teradata, as they discuss the steps that marketers can take to better inform and influence the customer journey.
A few key topics of discussion will include:
• The importance of integrating online and offline data to get a better understanding of where the customer is in the journey
• Understanding which insights marketers can use to influence the customer’s next steps
• How to interact with customers at the right time and with the right message to influence and shape the customer journey
FinTech is one of the biggest buzzwords these days, and unfortunately this means the market can get quite saturated with content.
How can you grow, nurture and continue to engage a community of professionals who are keen to learn, educate themselves, and stay updated on the latest trends and topics in FinTech and Financial Services?
David and Ina are Senior Content Strategy Managers for BrightTALK's FinTech and Financial Services communities which have over 400,000 members globally. Together, they organise online and offline events where leading experts debate and discuss topics ranging from innovation in payments, blockchain, mobile banking, and more.
Join this session where you will learn:
-What makes good FinTech content?
-How to keep your followers or subscribers engaged and coming back for more
-How to manage conversations where speakers might have opposing views
-How can incumbents create compelling content that helps them better compete with "cooler" challengers?
-How can speakers best position themselves to become credible thought leaders?
-What are the top trending keywords in FinTech that will help your marketing campaigns?
-How can you make the most out of a speaking opportunity?
In today’s mobile-only world, consumers research, engage and buy on the move and with their smart phone. They have a high expectation of choice and flexibility and are more likely to connect with brands that engage with them in their preferred mode of communication, and that includes text, talk and email. But to give consumers the choice they want, you have to understand their behavior better. In this webinar, you will learn what consumer data is available and how to form the insights you need to help you maximize the response from your campaigns, and connect better with your consumers.
About the presenter:
Matt Buckenham is consistently at the forefront of mobile technology from his first job out of school at a mobile network startup Orange in the U.K. to the startup team for MyThum Interactive, Canada’s first mobile app agency.
He has led the way for a number of other breakthrough firsts for the mobile industry that you already use or have heard of: the first international SMS agreements, mobile bookings for Air Canada, and vehicle apps for the auto industry.
One of his most rewarding projects, though, was launching “Mobile Giving” an app that was used to raise 10 million in donations for Haiti and all with the support of Alicia Keys.
Join us on this webinar and learn:
- What are the new challenges with gaining consent for new and existing data.
- How technology and clever copywriting can help with new sign-ups(examples on how to make sign-up both compelling and compliant with GDPR and ePrivacy)
- How to run your own GDPR audit
About Steve Henderson:
With over a decade’s experience, Steve is a data protection and email deliverability specialist and is an expert on the impact of the GDPR to the email marketing industry. Steve has worked with the DMA since 2012 and was elected to the DMA Email Council in 2015.
Steve belongs to the CIPP/E (Certified Institute of Privacy Professionals – Europe), the CIPT (Certified Institute of Privacy Technologists) and was recently awarded the IAPP Fellow of Information Privacy.
In Part 2 of our webinar series, we’ll take a deep dive into considerations for a successful ABM implementation. You’ll learn:
• How to determine if you’re ready for ABM
• What you need to begin a successful implementation
• How to select the right AMB solution for your specific business needs
• How to create and execute an implementation project plan
Like most revenue teams, you are likely looking to accelerate revenue success in 2018. How can you align your teams on a common set of objectives and the buying cycle? What role can ABM play and what are the key plays you can use to achieve quick wins and turbocharge results?
This webinar will walk you through how Masergy, a leading networking and security solutions company, achieved their growth targets by aligning sales and marketing on their ABM strategy and taking a data-driven approach to scaling their ABM program for sustained growth.
In this webinar, you will learn the following:
-Aligning your team on the buying cycle with the Sirius Demand Unit Waterfall framework
-Key sales and marketing plays you can use at each stage of the Waterfall to jump start your ABM strategy
-How Masergy’s used these plays to fuel their ABM strategy and drive a 20% increase in revenue within 3 months
Malachi Threadgill, Director of Demand Generation, Masergy
Matt Senatore, Service Director, Sirius Decisions
Nipul Chokshi, VP Product Marketing, Lattice Engines
It’s coming, are you ready? The busiest email sending season will be here before you know it.
It’s never too early to start planning, preparing, and developing your email marketing strategy for the holiday season. In fact, it’s better to plan ahead – especially if you want to land in the inbox! The holidays are a time when inboxes fill up quickly with the latest promotions, discounts and time sensitive offers. Businesses just like yours are trying a variety of tactics to get their message opened, and even better, clicked on.
Watch this on-demand webinar to learn:
* An overview of deliverability;
* Top sending strategies and best practices that will help increase your email engagement all year long;
* Why you should leave your batch-and-blast emails behind and set up automated programs; and
* What will help you stand out from the crowd
In Part 3 of our webinar series, we’ll explore technology solutions and programs available to support your efforts through the ABM account lifecycle. You’ll learn:
•How the ABM lifecycle is different from traditional lead management
•How to develop an account-based marketing strategy
•How to get started with specific ABM programs, including dynamic content, nurtures and ad/website targeting
True one-to-one interaction is considered the holy grail of customer experience. However, according to a recent CMO Council study, only 7 percent of marketers are able to consistently create these individualized experiences across all channels.
For the third and final webinar of this series, the CMO Council and Teradata are concluding the conversation around shaping customer experiences by focusing on the importance of coordinated cross-channel messaging through a centralized hub for all customer interactions—one that listens to all interactions, automatically tells marketing channels when and about what to say based on all the latest data and machine-learning analytics, and applies contact governance so that your marketing is smart and optimized, not fragmented by channel.
During this one-hour webinar, our expert panel will share insights around how companies can build one central messaging hub for all customer interactions, regardless of channel. Marketers can elevate their marketing with a marketing hub to optimize and coordinate messaging, analytics and data so that the messaging automatically shifts, whether it’s time to sell or time to provide customer care, ensuring that each interaction is good for the customer and the brand. A featured brand expert will also share their company’s challenges in this area, as well as the steps they have taken in order to create consistent cross-channel messaging for the customer and make one-to-one experiences a reality for their organization.
Among the topics to be discussed:
• Challenges to achieving a full, cohesive view of all customer interactions
• How to balance multiple customer interaction strategies amid the focus on clicks and conversions
• Industry best practices and results from marketers who are coordinating their
marketing in a hub and how it has elevated their marketing
Inbound marketing has received a great deal of press in recent years as a standalone digital strategy. But recent research suggests that inbound alone is far from enough; in fact, 84% of today's successful businesses blend inbound and outbound tactics together to drive results. Find out how to balance your inbound and outbound needs for a revenue-producing digital ecosystem. Join this on-demand webinar to learn about:
* The results of a new Inbound vs Outbound effectiveness benchmark report
* Top inbound and outbound tactics & investment opportunities
* How to successfully integrate both strategies into your marketing plan
* The critical role that content plays in bridging the inbound/outbound gap
* Leveraging technology to measure success
You know the old saying - marketing wants to write every prospect: meanwhile underwriting wants to reject every prospect. Insurance marketers exist in a challenging and dynamic environment - seeking to strike the elusive balance between sales quotas and underwriting expectation.
Join us at this session to learn:
•Key findings of our recent LexisNexis study of insurance marketers, underwriters and product managers from top personal lines carriers.
•Unique insight into the opportunities that exist for greater collaboration throughout the policy life cycle.
There’s no need to panic! Yes, the GDPR is fast approaching, taking effect May 2018, and it’ll definitely affect how marketers email prospects and customers in Europe, but while there’s no reason to panic, you’ll definitely want to prepare.
That’s why we’re here! We want to help you make the transition easier by equipping you with the information and guidance you need to successfully move forward with your awesome marketing efforts to the EU.
If you’re a global business, actively marketing to individuals in the European Union, join this webinar to learn:
* An overview of the GDPR;
* What your obligations are as you market to the EU, regardless of where you’re located;
* What GDPR entails and how it affects marketers’ day-to-day responsibilities;
* What regulations you’ll need to comply with; and
* What resources are available to help you gather more information
Prescreen credit can help insurance marketers maximize the effectiveness of their acquisition campaigns by identifying the best prospects for your business based on their risk profile. Join us for this informative webinar as Senior Acquisition & Retention Consultant, Rick Schlegelmilch explores the unique opportunities presented by prescreen credit. Rick will also provide the latest updates on new and highly predictive scores and attributes available from LexisNexis Risk Solutions.
Reaching the right insurance prospects, at the right time should be easier than ever before. However, this is not necessarily the reality. Despite increased data resources and analytic capabilities, insurance marketers continue to struggle to sort the wheat from the chaff when it comes to lead quality. This was just one of the findings in a recent Aite Group industry report titled ‘Lead Generation in Insurance: In Search of the Golden Leads,’ authored by Senior Analyst Samantha Chow. During this webinar Chow will uncover the findings of her report with LexisNexis Risk Solutions and discuss some of the innovative solutions available today for insurance carriers.
Four out of five B2B buyers start their journey with a web search. Nearly three-quarters of the buying process is complete by the time a prospect is ready to engage with your sales team. With customers now in control, how do you create an effective marketing plan that resonates with target audiences?
Compelling content, martech solutions that support your strategies, reporting plans that establish and track funnel metrics and KPIs – are all critical to marketing success. But it’s more important than ever to understand how customers make purchase decisions before you can put the right plan in action.
Hear from Act-On’s B2B marketing experts as they explain how you can develop a great marketing plan that builds your brand, drives demand, and improves the customer experience.
Watch this on-demand webinar and learn to:
* Map your goals to customer lifecycle stages.
* Innovate through new channels, tactics, and content.
* Identify the technical systems needed to support your activities.
* Develop KPIs and reports that prove value to the C-suite.