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.
What is the best contact strategy for a webinar lead? Join Cameron Simonsen, Sales Development Representative at BrightTALK as he shares his best practices for lead follow-up, qualification and a few tips that will help you along the way.
Is it possible for marketing and sales to truly align? Sangram Vajre explores the differences between marketing and sales departments and what it takes to finally bring them together. Explore how marketing automation may be the key to creating a healthy environment for success.
In this session, Lee Jorgenson, senior account manager at Compendium (recent addition to the Oracle Eloqua family) will discuss the changes happening in search, social & email marketing that are changing content marketing from infrequent thought leadership pieces to high volume, micro-relevant content elements that collectively create measurable value at low cost.
Attend this webinar to better understand the changing face of content marketing.
The battle between sales and marketing has been raging for years. With the digital marketing revolution, many thought the cold war between both groups would thaw. In many companies, it hasn’t; despite thousands of blog posts and webinars on the topic. For this first time, a webinar will start with both points of view and present honest and sometimes raw feedback from both sides. By the end of the webinar, we hope to settle a truce. Whether you are in marketing, sales, or are an executive, you must attend this webinar.
Today, prospects are more likely than ever to brush off your lead gen content.
That's right. The email campaign you just launched is most likely destined for the digital trash bin. So, what does it take to win leads these days? Effective lead gen requires truly great content to capture today's "always-on" prospect.
Sales teams hunger for it. Corporate boards stress about it. Marketers evangelise about it. But for most organisations, personalising digital marketing to their individual consumers has been a vision of marketing beauty and is still a business dream to aspire to.
In this free webinar, digital agency and Sitecore Solution partner 3Chillies will show you the platform you need, how these platforms work, and how do you control and maximise their potential without losing control.
As they say in The Hunger Games “May the odds be ever in your favour.”
In this webinar, you will:
•Identify the challenges of personalisation
•Get an overview on how to plan and implement the systems/platform you need
•See examples of personalised marketing and automation in action
•Understand the principles of analysing marketing engagement analytics
In this 2 minute video, HP Marketing Manager Sally Riddette-Page discusses the challenges marketers face when creating content aimed at IT professionals. She explains how 'snackable' content is perfect for time-poor professionals and the metrics marketers should monitor, that indicate content marketing success.
A short video highlighting the key trends in marketing, based on conversations with hundreds of BrightTALK clients:
- Reporting the impact your campaigns have on revenue
- Creating content that helps your prospects do their jobs better
- Understanding who your audience is and what they want to know
The emphasis on digital marketing has affected investment in other channels. So have we lost sight of the benefits that ‘live’ human interaction can bring to B2B sales.
The whirlwind advance of digital marketing has resulted in a stampede as marketing managers race to ‘land grab’ their part of the digital space.
In the frenzy we may have lost sight of one enduring fact...that buyers are people; always have been, always will be. Can our marketing truly connect with buyers if we treat them as just ‘data’ and a ‘digital footprint’?
This webinar will compare HI and non-HI channels, examine where HI is most effective and look at how frequently it should occur. It will also outline the top five benefits of human interaction and reveal a unique research conducted by the SCi Sales Group.
Personalisation is more than a fad, it's a modern marketing weapon. Companies gather enormous amounts of data on their customers but often don't use it. Armed with technology, savvy marketers use personalisation in scalable ways to make messages, products and offers more relevant and increase engagement and revenues.
In this video, Bryan Archer, Technical Director of digital agency 3 chillies talks about the power of personalisation, how you can implement it in your business and examples of brands who have done this successfully.
As markets become more fluid and fragmented, it becomes increasingly complicated for marketers to deliver the right messages to the right potential buyers to cultivate ready-to-buy leads. Traditional demographics are failing as a method for identifying likely buyers, so how do modern marketers keep up?
Join us to explore the world of lead scoring. Learn how to cultivate a tight relationship between sales and marketing by identifying hot leads, ranked and scored based on profile characteristics and tracked online behavior.
This session will cover:
• Why traditional demographics are failing as an identifier for likely buyers
• The lead scoring equation: Profile + Behavior = Likely Buyers
• Using lead scores to influence marketing & sales messages
• Cultivating sales & marketing alignment
• Case Study: NuGrowth Solutions
As vital as website traffic is for growing your business, it’s meaningless if the site doesn’t convert visitors to leads and customers. In this session, veteran copywriter Barry Feldman covers essential copywriting tips marketers can apply immediately to increase conversion. Learn how to make the important improvements to your website’s home page, about page and landing pages that translate to dollars.
B2B and technology companies are adopting retargeting strategies at a breakneck pace. Hear from Lauren Vaccarello, author of Complete B2B Online Marketing, and Alyson Paine, Online Marketing Manager at Salesforce, on how they use cutting edge advertising techniques to maximize their customer acquisition, nurture, and retention programs. Discussion topics include:
- Segmenting strategies (awareness vs. consideration vs. intent vs. decision)
- Tailoring ad creative to the buying stage
- Evaluating all channels (Web, Facebook, Twitter, Internal)
- Leveraging retargeting experts for increased ROI
- Measuring success: conversion tracking and attribution models
Register now and learn how retargeting can help your marketing efforts thrive in 2014!
Hosted by moderator Ben Earle- Vertical Lead, Technology
Can you leverage the power of a single, well-crafted sentence to earn business from all over the world? Smart companies are devising ways to reach and attract new customers through social media with high-quality content that converts. The rewards can be considerable. If your company isn’t profiting from your social media presence, what’s stopping you?
If you’re a marketer looking to get the most out of social media, join our expert, Kemp Edmonds, as he discusses how to create and distribute content that translates into profit. Topics will include:
What content are social media users looking for? What do they not want to see?
How to use images and videos, including Instagram and Vine.
Are paid social ads worth their cost?
What are companies currently finding most profitable on social media today?
Blogs, whitepapers, and social content are now a staple in the marketing diet. With the rise of content marketing, the rate at which content is produced and distributed has vastly increased, and your customers are bombarded with a virtual buffet of content and media on the daily. So what’s the secret sauce? How do you develop attention-grabbing content that will generate those allusive lead conversions? Join Janelle Johnson, Director of Demand Gen, and Linda West, Manager of Demand Gen to learn the recipe modern marketers use to hit the content sweet spot.
This session will cover:
· Identifying the right buyer persona characteristics to influence content topics
· Pinpointing corporate and product values that need to be communicated
· Finding the sweet spot: overlap between persona characteristics and product values
· Developing tone and keeping it consistent
With the news of Yahoo! poaching New York Times and television journalists and large brands across the industry spectrum increasingly hiring into their content functions, content marketing comes to the forefront as a key player in the marketing mix. But has it changed? Are brands trying to adopt new storytelling tactics to engage audiences and foster conversations? And how do you measure the success of this new way of telling the world about your brand?
Join this webinar and share the views of industry professionals on what will be the next move in content marketing.
In this webcast, Dr Dave Chaffey, publisher of SmartInsights.com and author of Digital Marketing: Strategy, Implementation, and Practice will highlight 10 planning and management practices needed to make the most of content marketing. He will show through examples how leading companies are prioritising, managing and optimising their content marketing including examples of new applications and new interactive content marketing tools.
2013 was the year when Content Marketing matured as a mainstream marketing activity attracting significant budgets. Although many companies have now bought into it and Content Marketing has been established as a core digital marketing activity for many years and they are refining their techniques.
2014 is truly the year that social media will come to life, consumers and fans demand engagement from brands they follow. So what is social media engagement, what are the benefits and how exactly can you achieve it?
Candyce Edelen interviews Dan Hubscher, Head of Marketing for a financial technology provider, about how he completely restructured his firm’s approach to marketing, moving from tactical MarCom, advertising, events and PR to an integrated, customer-centric strategy.
· Why you need an integrated marketing strategy rather than just a tactical plan
· Aligning the marketing strategy with sales objectives
· Selecting the right targets
· Developing the strategy (customer interviews, personas, messaging)
· Reaching personas who aren’t searching (when inbound won’t work)
· Feeding the content beast
· Outcomes of our 2013 integrated marketing strategy
· A simple plan for discussing sales strategies and aligning sales and marketing
· Buyer persona templates and interview plans that actually work
· Concrete strategies to help sales access the whole buying committee
Reliable engagement, additional sales and incremental revenue might be slipping through the cracks if your email marketing program doesn't embrace content marketing. Learn four approaches for integrating content into marketing email, including both the types of content that should be a mainstay of all programs as well as content that performs for specific marketing objectives. Learn why content is the oft-missing piece of a successful long-term email messaging strategy and how to integrate it into your promotional mix to add flavor, spice and variety to your programs.
Content Marketing has a problem, but it’s not the one people think it is. When asked, most will tell you it’s “feeding the beast”. They can’t create enough content to keep up with the scheduled demands across all their channels. But in our quest to build more content, we marketers sometimes lose focus of the real goal of our content marketing: to engage viewers so you can build your sales pipeline. The key problem, then, is to focus on optimizing for content engagement. What is the perfect recipe for content engagement? David will talk about key strategies you can take to use your content to engage with prospects – and turn them into customers!
For B2B marketers, it’s no longer possible to simply invest in predictable marketing channels, such as search, email, direct mail, and trade shows, and then count on receiving calls from prospects. Potential buyers are spending more time conducting independent research and carefully evaluating information internally before reaching out to a solutions provider. Essentially, the marketing funnel is now controlled by the buyer.
Because prospects aren’t likely to reach out to your organization immediately, it’s important to use channels such as online display advertising to reach out to target prospects, both early in the buying process and at every stage thereafter. Join Jennifer Agustin, senior director of marketing at Bizo, and she explores how to develop a comprehensive, full-funnel online advertising strategy
Step aside content because context is the new king. Rapidly developing techniques now allow advertisers and marketers to perceive the changing context of individual users. The most successful online brands are already sensing how users feel, interpreting the data accurately and optimising the experience (in real-time) to engage with real people in category defining ways. The medium is now the magic.
We look at how to connect Google AdWords and Google Analytics to improve your Paid Search reporting. With a focus on tagging and linking data, attribution modelling, custom reporting and conversion tracking.
How do you know if your online marketing is working? Is beating the competition and that you are connecting with the right audience online?
John Chacksfield will show you a simple approach to creating a digital marketing strategy that ensure you are beating the competition online and you are reaching the right audience with the right messages to ensure online success.
Having a robust digital marketing platform gives you a head start in the race toward marketing success. However, today’s marketing plans are fueled by data—with personalization, relevancy and timeliness being important hurdles to clear along the way. Key to a first place finish is a rich data plan, as without it you risk being stuck in the back of the pack with one-size-fits all messages that become increasingly irrelevant to your customers and prospects.
Join Ellen as she breaks down the important steps you must take in order to build a data blueprint for your organization and how you can leverage your data for sophisticated digital marketing success.
You’ve implemented an advertising campaign, you’re generating new website traffic, and you’re getting great visibility. But is all that traffic and visibility actually getting bottom-line results? If you’re not converting ad responders into leads and customers, then your advertising budget could be going to waste. Join us to learn how to optimize your website for ad responders, and create a conversion pathway all the way to the big sale. In this session we’ll cover:
Optimizing landing pages for conversions
Conversion follow up with lead nurturing and lead scoring
On-site visitor tracking and sales intelligence
Closed-loop reporting for tracking ad spend ROI
Today's Marketer must re-group and think Digital Advertising all over again. Agency account managers and media planners need to "check themselves" to ensure they are not falling way behind on what's working and execs at all levels need to ask the question "How do we maximize our Ad Spend Today?".
In this session, Aaron will address the 3 big Macro trends of Social Media Advertising on both the new Twitter offerings and Facebook targeting capabilities, how mobile is driving engagement out the whazoo and retargeting is the holy grail of maximizing our spend.
Sales has always been marketing's toughest customer. Not only does sales want more leads, they want leads that convert to closed business at higher rates and they want more insight into marketing's processes and programs.
At BrightTALK, we see a great deal of success combining excellent content and strategic distribution methods and technologies. This framework allows our marketing team to optimize each conversion stage through the sales cycle and share results with sales. Join Quoc Dang and Andy Wiggans as they share their sales and marketing success through content marketing.
You will learn how to generate:
- Content that sales WILL love
- Qualified leads sales will beg for
- A revenue marketing structure that makes an impact across the business
The Social Data firehose is now flooding us all with a deluge of potentially enormously valuable insight on our customers, our patients, our partners, our constituents, our audience. But data on its own can be as much a liability as well as an asset and the new Big Data paradigm brings up new challenges as well as new opportunities.
In this webinar we will cover how to gain deep customer insight that's valuable as well as actionable from Social Data. Using a series of real life practical examples of using advanced analytic techniques on these new unstructured data sources we'll show you how to extract this insight and the issues you need to address to get value out of the data.
In this live webinar, BrightTALK will be joined by Marketo and ClickSoftware to discuss the latest trends in engagement tools and technologies.
Marketo will share their engagement best practices that will generate and nurture your audience through your buying cycle. To bring these points to life, BrightTALK and ClickSoftware will illustrate the best practices by providing case studies and practical examples.
Join this webinar to hear the latest thinking around topics such as marketing automation, lead scoring, big data, content and more. In addition, go away with practical tips and case studies that you can implement at your organisation.
Marketers take prospective buyers on a journey to becoming loyal customers. By organizing events, launching website content, developing white papers, distributing email campaigns and more, marketers own a significant piece of the customer experience. Yet most aren’t able to fully measure the impact of all their efforts on revenue—which is critical in order to ensure a seat at the strategy table and necessary budget for next year.
It's time to learn the three secrets to more effectively measuring marketing’s impact on revenue.
Are you passionate about the emotion and creativity of a campaign, or are you more fascinated with analytics and interpreting customer insights? Whether you see marketing fundamentally as an art or a science, the truth is that today's B2B marketers should aim to be a cocktail of the two.
Join Babcock & Jenkins and Marketo, for this live webinar designed to stimulate both sides of your marketing brain. You will discover:
•The latest content marketing trends - plus tips and techniques to wow prospects across different types of content
•Global best practice for building marketing ROI
•How to effectively measure and justify investment in different marketing tactics
Today’s marketers must treat their customers as individuals in order to develop engaging relationships that convert to revenue. To do so, they must learn a lot about each person. This includes not only the preferences they tell you, but also the preferences and interests they express based on their actions. Collecting buyer behaviors can result in a very powerful customer database, and when marketers then incorporate this wealth of knowledge into automated, personalized campaigns, the resulting revenue can be impressive.
Join Dave as he unveils the power behind behavioral marketing automation and shares the results of several campaigns that achieved success by taking this approach.
Learn how to write optimized blog content and promote your business blog to your desired target audience – YOUR prospects and customers. Webinar viewers will also learn the elements of successful blogging, from blog configuration ideas to content writing tips.
Your company’s brand plays a critical role in generating new and returning business opportunities As marketers integrate branded content into their marketing plans and resource centers, it raises the question, “How can marketers provide a branded experience for their audience?”
How does your content position your company within your target markets? In this webinar, I’ll discuss why positioning is pivotal and how to find the distinct value that translates across all of your buyer personas. What we often forget in B2B is that there is a group of people making the decision. Your content must enable those conversations that go on behind closed doors as buyers work to reach consensus about change. Find out how positioning can be pivotal to making this happen.
Social Media has now established itself as a fundamental part of any Marketing Strategy. But when it comes to measure its ROI marketers get sucked into a black hole of irrelevant metrics and confusing data.
Join this panel session where the expert will discuss what metrics matter, how to capture the data you need and how to measure the return of your social media strategies.
A/B testing is a method that allows you to determine changes to a website that will lead to increases in KPIs of interest. In this talk we go through good practices when implementing multiple A/B tests at the same time, methods of dealing with conflicting test results, and deciding for how long to run a test. We'll finish off making a point about the importance of A/B testing, by sharing a story of everything that can go wrong when you don't A/B test.
We all think we’re rational beings. So when we create our marketing strategies, we project rationality into our customers’ decision-making process. But we’ve all been proven to be predictably irrational creatures, making the same bizarre decisions over and over again.
So how best to make your marketing budget pay? Nick Barthram, Indicia’s DMA-Grand-Prix-winning Principal Planner and Chief Futurist Mike Fisher, Indicia’s ‘man behind the maths’ will enable you to explore consumer behaviour and why it doesn’t always make sense.
Nick and Mike will share a wealth of strange decision-making processes customers (and you) use, and how to turn them to your advantage. You’ll also leave with seven steps to ensure you spot the genuine patterns within data.
Savvy marketers spend a lot of their time analyzing big data, on the lookout for exciting new insights which can translate into action items and strategic advantage. Unfortunately, “giraffes” in their data – portions of data which dominate the rest of it – often hide important insights and lead to erroneous strategic decision making. In this webinar, we will discuss how to spot giraffes in your data and how to make sure they’re not misleading you.
Learn how Cisco is using big data to predict sales, improve marketing effectiveness and forecast business. Cisco uses a method called ESP—Enterprise Sales Predications — to understand in advance which prospects are likely to buy, what products/services interest them, when and how much they’ll buy. Get a sneak peak at their secret sauce, and deep dive insights into how these predictions accelerate the sale cycle, increase the funnel, and seamlessly integrating into all downstream sales and marketing systems (CRM, SFDC, marketing automation, and CMS for targeting and personalization).
You already use analytics tools to get important data about your web traffic. But if you aren’t getting feedback from your users about why they’re doing what they’re doing, you’re only getting part of the story.
In this webinar, Phil Sharp, Senior Marketing Manager of UserTesting, will show you how usability testing can help you get inside your customers’ heads and uncover the hidden problems that are affecting your bottom line.
Während in Deutschland immer mehr Marketing-Verantwortliche Content-Marketing einsetzen, haben viele noch keine dokumentierte Content-Strategie entwickelt. Dabei ist klar, dass die verschiedenen Content-Marketing-Taktiken dann am effektivsten sind, wenn Sie strategisch geplant und umgesetzt wurden. In diesem Webinar lernen Sie, wie eine Content-Strategie vorbereitet, geplant und ausgeführt wird und wie Sie deren Wirksamkeit messen - auch auf mehrsprachigen Webseiten. Von Buyer Personas bis zum Redaktionsplan und mit Praxisbeispielen einer breiten Palette von Unternehmen bietet dieses Webinar eine Reihe von Werkzeugen, um Ihr Content-Marketing effektiver zu machen.
Frank Hartkopf ist Head of European Content bei NewsReach, einer internationalen Content-Marketing-Agentur mit Sitz in London. Als Deutscher in Großbritannien ist es ihm eine Herzenssache, deutsche Vermarkter dabei zu unterstützen, die Kraft des Content-Marketing besser zu nutzen.
Der heutige Kunde hat sein Kaufverhalten stark verändert. Er entscheidet nun selbst, wann und was er kauft. Wir Marketer müssen nun einen Weg finden unsere Marken auch ohne den Einsatz von Push-Marketing in den Fokus zu stellen. Inbound Marketing geht genau diesem Ansatz nach und richtet sich auf den Konsumenten und seinen Interessen aus. Dieses Webinar wird zeigen, wie Marken Inbound Marketing erfolgreich einsetzen können und warum es der Schlüssel zum schlussendlichen Erfolg ist. Nur ein persönlicheres Marketing wird in der heutigen Zeit Bestand und Erfolg haben.Lassen Sie 2014 das Jahr Ihres Erfolges sein und richten Sie Ihre Wettbewerbsstrategie durch dieses Webinar neu aus.