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.
Ken Gardner, CEO (conDati) and Linh Ho, CMO (conDati)Recorded: Dec 4 201933 mins
Join conDati’s CEO Ken Gardner and CMO Linh Ho for a live discussion on the topic of AI, predictive models, and science-based recommendations to maximize marketing’s contribution to business success. conDati’s innovation in this area drew the attention of Gartner who recently named them a 2019 Cool Vendor in AI for Marketing.
With the access to more data than ever, marketing is primed to tackle highly complex digital marketing problems using AI. Application of sophisticated algorithms is the key to getting deep customer insights and true value out of data. Doing so provides intelligence beyond what is seen with standard BI reporting, making campaign and investment decisions more precise and easier for data-driven marketers.
What you'll learn:
- How marketing data and technology has evolved
- AI’s role in transforming marketing intelligence
- Use of AI-powered technology for campaign decisioning
Jordan Con, Product Marketing Manager, Marketo, an Adobe CompanyRecorded: Dec 3 201941 mins
Marketing analytics is at the top of every marketing team’s priority list. But for many, it can feel overwhelming. Watch Jordan Con, Product Marketing Manager at Marketo, for our webinar, Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data, where he sets the foundation for a solid marketing data and analytics strategy, no matter where you are in your journey.
How, when, and why to use journey and impact analytics
How to prove and improve impact with attribution data
What goes into good dashboards and reports
Paulo Martins, Head of Digital Marketing, Demand Generation & Scott Minor, Digital Marketing Program Manager, MarketoRecorded: Dec 2 201960 mins
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Kevin Eikenberry, The Remarkable Leadership ExpertRecorded: Nov 25 201945 mins
You have hired people or moved people to work away from the office, but are you setting them up to succeed? Working remotely can be a great opportunity. It can also be stressful. For all the independence, control, and ability to work without interruption remote work allows, virtual workers can also feel isolated, frustrated and disengaged. It doesn’t have to be that way.
In this session, best-selling author Kevin Eikenberry outlines key strategies to help organizations and leaders support remote team members. He will also share ideas specifically for individual remote team members to get more value and productivity from working remotely.
You will learn:
1.How to apply the 3 P Model of Remote Work
2.A broader way to define success as a remote worker
3.How to be more engaged and collaborative as a remote worker
4.At least five ways to get better results when working remotely
Jeffrey Lipsius, The Customer Awareness ExpertRecorded: Nov 21 201943 mins
As a salesperson, can you remember a time when you said all the right things but your customer still wouldn’t buy? The problem wasn’t you. We all observed that decision-making ability varies between customers. Since your customer’s decision process is internal, it’s hidden from view. You can’t control it, but this doesn’t mean you can’t influence it for the better. In this webinar we’ll examine the customer’s internal decision process. We’ll present ways for you to influence decision-making in a positive way.
You will learn:
How to influence customer decision making without power struggles
The importance of facilitating high quality buying decisions
How you and your customer can work together as a team
Christopher Ryan, The B2B Revenue Growth ExpertRecorded: Nov 20 201945 mins
CMOs and CSOs have a great opportunity to work with their counterparts to create a growing and sustainable revenue model. Chris Ryan, joined by guest expert CMO Debbie Schwake, will share proven best practices in sales and marketing alignment – that not only help the sales team close more business today, but also create customer relationships that are highly profitable going forward. Actionable steps will be shared to drive better results while maintaining buyer trust.
Schwake and Ryan will cover methods to identify the modern buyer (in a way that truly counts) and how marketing’s use of customized sales enablement techniques can build and reinforce trust at every step of the process in enterprise mid-market and account-based marketing (ABM) environments. The vendor/client hierarchy will be discussed and how you can help you transition your sales team can transition from being considered a vendor to a trusted advisor. Examples will be shared from the extensive experience of the speakers. Each part of the presentation is designed to help you achieve improved sales results in a way that is effective, efficient and relationship-enhancing.
By attending this online event, you will learn how to:
1. Find and adopt the best model for marketing and sales effectiveness.
2. Create a strategy to navigate prospecting, opportunity management, and customer relationships.
3. Understand and leverage modern buyer behavior.
4. Upgrade and sustain your value with prospects and customers.
5. Build a framework that supports consistency and revenue growth.
Barbara Weaver Smith, The Large Account Sales ExpertRecorded: Nov 20 201943 mins
Part #11 in the series Your Growth Ecosystem: Don’t Think Small About Your Big Accounts. For CEOs, Presidents, Founders/Owners, Business Development Heads, Sales VPs, and Key Account Managers of companies of any size, with special relevance to those with $10 million to $500 million in annual revenue. The series is a strategic, high-level approach to managing your organization to successfully sell and grow sales to multinational and global corporations.
Typical sales training focuses on discovering the customer’s vision or probing for relevant problems. But that presumes that customers know what outcomes are possible, what it will take to achieve them, and how to build consensus to make a big change possible. Today, sales training is very focused on matching your sales process to the buyers’ journey, assuming that buyers as a group have a plan and a path. In my experience this is seldom the case in large account, complex sales. This webinar deals with how your large account sales team can create a vision with the buyers’ and lead their journey to fulfill that vision.
You will learn:
1. The sales leader’s role in the buyers’ vision.
2. How to prepare to develop the buyers’ vision.
3. How to gain the essential insights.
4. How to lead the buyers’ journey.
5. How to break internal barriers.
Carole Mahoney, FounderRecorded: Nov 18 201929 mins
Join host Carole Mahoney as she talks with Michael Hurczyn, a man that wears many hats, one of which is a racing helmet! Michael is the Brand & Partnership Director for FCP Euro and he currently races in the TNC racing series, which is the top series in the US.
In this 30 minute interview, Carole and Michael discuss:
1. What the most important element in building win-win situations is.
2. Why it is so important to mentally prepare yourself before going into a race, or a sales conversation, and what techniques to use.
3. The role that practice and experience play in everything from sales to speeding around a track.
4. The importance of actively practicing gratitude.
Brynne Tillman, The Leveraging LinkedIn ExpertRecorded: Nov 14 201949 mins
While most everyone knows that LinkedIn is a powerful tool for business development, very few are optimizing this as a sales accelerator. In this webinar we will cover how to really use LinkedIn to start more sales conversations.
You will learn:
1. How to Move Your LinkedIn Profile from a Resume to Resource
2. Finding Buyers and Stakeholders on LinkedIn
3.Re-engaging Targeted Connections that Have Been Ignored
4.Leveraging Social Proximity to Gain Access to Prospects
Deb Calvert, The People Engagement ExpertRecorded: Nov 14 201945 mins
As a salesperson, you need confidence and passion to win. But as buyers and AI options continue to gain power, it’s easy to feel beaten down in a world where customers no longer seem to need you. As deals fall through and commissions dwindle, you feel desperation begin to sink in. Blow after blow, you wonder: Am I going to lose the career I love—to a robot?
Join Anita Nielsen, author of Beat the Bots, and host Deb Calvert to learn strategies so you can get up off the mat and come out swinging.
You will learn:
1.How to use the power of personalized value to differentiate yourself.
2.Make Human-to-Human connections with your buyers.
3.Use the new ABC: Always Be Considering your client’s needs.
4.Psychological principles that make you more effective in delivering value.
Melissa Madian, The Sales Experience ExpertRecorded: Nov 13 201945 mins
There are SO MANY sales technologies out there, all claiming to solve the sales productivity
challenge; but putting a piece of technology in place is only part of the solution. This session
will cover how to set up a process that technology can support and enhance, instead of hinder.
You will learn:
1. How to make sense of the sales technology stack in your organization.
2. How the sales tech stack can be leveraged in an efficient manner to optimize your sales team’s
3. Things to consider when putting sales technology in place to maximize your investment and
enable your sales team
John McCumber, (ISC)² | Dan Lohrmann, Security Mentor, Inc | Marija Atanasova, BrightTALKRecorded: Nov 13 201959 mins
Find out what's trending in BrightTALK's IT Security community and the challenges keeping security professionals up at night.
Join John McCumber, Director of Cybersecurity Advocacy at (ISC)², Dan Lohrmann, Chief Strategist & Chief Security Officer at Security Mentor, Inc., and Marija Atanasova, Content Strategist from BrightTALK for an interactive Q&A session to learn more about:
- Key challenges for security professionals
- Insights from the (ISC)² 2019 Cybersecurity Workforce Study
- What to expect in 2020 and beyond
- Events in the community
Ryan Ross | Paul Ellis, Paul Ellis Consulting | Martina Macpherson, NSFMRecorded: Nov 13 201932 mins
Who is in the Investment Management Community and what are they doing? Join this webinar to learn:
- What the community looks like now
- Which programs we've done this year, and who we're working with
- What to look forward to in 2020
Liz Heiman, Chief Strategy OfficerRecorded: Nov 7 201948 mins
Learn the critical components of an effective sales playbook, why they matter and how to make them work for your team. Veteran Sales Strategist, Liz Heiman, will talk with Sales Playbook expert Kevin Quan about the process of developing a playbook, some of the mistakes people make and how to get it right the first time.
Steven Rosen, The Sales Leadership ExpertRecorded: Nov 5 201950 mins
Join sales management expert Steven Rosen and his guest sales leadership expert Danita Bye for an insightful Fireside Chat. In this episode they will share their insights on How to Lead, Develop and Retain Millennials.
Few PowerPoint, no videos, just open and frank discussion.
Expect an action-packed webinar filled with sales management gems, pearls, powerful insights and stories that will help you crush your sales numbers.
Effective sales leaders can produce tremendous results. Many sales managers are finding that traditional approaches are not as effective when leading their millennial salespeople. The reality is Millennials represent the largest group in the labor force.
You will learn:
What are the most positive attributes of Millennials?
The important differences between Gen Xers and Millennials
The many misconceptions about Millennials
What drives Millennials?
How to create a team of highly motivated Millennials
How to coach and retain Millennials
Julie Hansen, The Sales Presentation ExpertRecorded: Oct 30 201949 mins
Demonstrating a product or solution without knowing enough about your customer is a recipe for disaster. But the reality is that you may find yourself in this situation more frequently as customer’s demand shorter and shorter response times. Without sufficient discovery, however, most sellers deliver a boring overview demo that misses the mark entirely. Yet you need to do something when a customer says “Just show me a demo.” In this session you’ll discover the best way to satisfy a customer’s request for a demo without clicking around in the dark. You’ll learn how to create a vision of what’s possible AND gain enough insight on-the-spot to create a winning demo that’s tailored to your customer’s needs.
You will learn:
1. Why overview or “educational” demos fail miserably
2. How to quickly identify your customer’s primary challenge
3. How to use a Customer Success Story for guidance
4. How to present a key example of what your product can do
5. How to use “quid pro quo” to gain insights to tailor your demo
Thomas Williams, The Complex Sale ExpertRecorded: Oct 24 201943 mins
Is Procurement a “friend or foe”? B2B sellers globally struggle with this seemingly simple question. The answer depends on many factors including geography, industry, regulations, the product your selling and company policy.
Conventional wisdom has been to avoid Procurement and sell directly to end users by selling value. This is often sound advice and the preferred pathway to the sale. For this pathway to work the end user must have the interest, power and influence to relegate Procurement to the issuance of a purchase order.
For many sellers, however, it is simply not possible to get to end users without first engaging with Procurement. In these organizations, end users are required to work collaboratively with Procurement.
In this webinar we’ll unlock the Procurement function and show sellers how to win.
You will learn:
Two sales strategies for sellers
Understand the Procurement Department: its objectives, functions, sourcing strategies and how they are measured internally
The common myths that sellers have of Procurement
The eight Steps top sales performers take to collaborate and win the sale
Liz Heiman, Chief Strategy OfficerRecorded: Oct 23 201948 mins
The funnel is a powerful sales tool. Once you understand what the stages of the funnel are and how the sales math works, the funnel will become the tool you use to manage your sales team as well as the corporate resources needed to support sales and delivery.
The stages of the funnel
The Sales Math
Using the Funnel to Predict
Using the Funnel to Manage Resources
Barbara Weaver Smith, The Large Account Sales ExpertRecorded: Oct 23 201940 mins
Part #10 in the series Your Growth Ecosystem: Don’t Think Small About Your Big Accounts. For CEOs, Presidents, Founders/Owners, Business Development Heads, Sales VPs, and Key Account Managers of companies of any size, with special relevance to those with $10 million to $500 million in annual revenue. The series is a strategic, high-level approach to managing your organization to successfully sell and grow sales to multinational and global corporations.
Many people are involved in a buying decision on the customer’s side in a very large company, and all of them want some attention. They want to meet with your company’s subject matter experts, not just the lead salesperson. When you have multiple people on your side involved in a sale, how well your team collaborates during your sales process makes the difference between success and failure. This webinar is about how to prepare your key large account salespeople to become team leaders.
You will learn:
1. How to build the culture of cooperation and collaboration within your company.
2. How to understand the complexity on the buyers’ side.
3. How to lead people who do not report to you.
4. How to prepare for team sale activities and events.
5. How to lead channel sales.
Barbara Giamanco, The Strategic Social Selling ExpertRecorded: Oct 23 201947 mins
Many companies salivate at the thought of landing the big deals that will boost their credibility in the marketplace. While earning the bragging rights that comes with landing recognized logos sounds exciting, closing enterprise deals is far from easy. As Brian Sullivan at Sandler wrote, enterprise accounts are marketplaces in and of themselves, creating unique selling challenges far beyond what’s faced with small and medium-sized businesses.
There is a huge cost associated with chasing enterprise deals – people, time, operational resources. The ability to pull together your most important company assets to win enterprise deals is an absolute survival skill. When pursuing enterprise deals, your organization also faces one of the toughest challenges to enterprise selling - team buying!
You will learn:
How to make the alignment of team buying with team selling a winning competitive advantage
The power of identifying and acting on the traits and tendencies of different types of accounts
The importance of determining each major account’s customized definition of success
How to craft a Go/No-Go process to provide guidance regarding pursuits and after the client decision
The importance of identifying and acting on a client retention framework specific to each account
James Huddleston, VP of Marketing, CertainDec 11 20197:00 pmUTC60 mins
Join our panel of industry experts & influencers as we dive into what to expect from events in 2020. We'll look at top trends from 2019, and cover a range of topics including:
- Event marketing & promotion
- Personalizing the attendee experience
- Event technology
- Event data management
- Privacy & security
- And much more!
* Nick Borelli, President of Borelli Strategies, Events Industry Influencer
* Kathy Isola, Chief Customer Officer at Certain
* Merideth Ranahan, Sr. Manager of Executive Event Production at Capital One
* Beth Tiltges, Director of Field Marketing at Demandbase
John Lovett - Senior Director (Search Discovery) and Kelly McKeown - Senior Director, Revenue Marketing (conDati)Dec 11 20197:00 pmUTC54 mins
Marketers continue to be inundated from all sides about artificial intelligence (AI) and machine learning. But what good is it when your campaign data exists in silos and you can’t see the “big picture” to actually understand your customer engagement better and improve your marketing campaign results?
It’s now time to capitalize on the real gains AI and machine learning (ML) can provide to unify, anticipate and activate the cross-channel insights that are hidden within your customer journeys.
Join our martech and data insights experts as they show you how to use AI and ML to drive pipeline and revenue growth. You’ll learn techniques to better plan, manage and execute your digital campaigns.
Watch this webinar and learn:
Ways to blend data silos to create a unified measurement data set
How to define KPIs that matter to see what actions need to be taken
Techniques to course correct campaigns in real time
Tips for more accurate pipeline and revenue forecasting
Mike Madden, Head of Commercial, Tim Ozmina, Sr. Marketing Specialist, Hayley Ferrante, Sr. Marketing Specialist, MarketoDec 12 20192:00 pmUTC49 mins
- How to select lead generation programs and evaluate successes
- How to plan email and nurture programs to move prospects through each stage of the marketing funnel
- Strategic tactics to create sales-ready leads
Paul Watts, The Consultative Selling ExpertDec 12 20199:00 pmUTC45 mins
One of the most common barriers to sales success is communication style bias, and yet it is one of the least well known. In this webinar we will discuss the four primary social styles and how you can communicate more effectively with each, significantly improving your chances of sales success and shortening the sales cycle.
You will learn:
1.The different social styles (communication styles)
2.How to recognize the ‘social style’ (communication style) of the person in front of you
3.How to adjust your own style to improve your communication with that person
Christopher Ryan, The B2B Revenue Growth ExpertDec 17 20196:00 pmUTC45 mins
2020 is fast approaching and there are effective actions you can take to ensure a better upcoming revenue year. In this presentation, revenue growth expert Christopher Ryan shares proven strategies and best practices for building a foundation for marketing and sales success. Specifically, seven revenue dynamics will be covered, including how to assess where you are at on the revenue growth path. Addressing any one of these dynamics can improve your revenue results, optimizing all seven can catapult your results, and give you great competitive advantage.
Ryan will discuss the lead-to-revenue (L2R) model which consists of all the processes, tools, and people involved in each stage of the buyer’s journey, from initial awareness to close of the business. This L2R model may need a tune-up or an overhaul and the theme of this event is that what got you here may not get you there. To have a better year, we need to take a close look at our existing marketing and sales processes, and then work to improve where necessary to build a foundation for future success. Examples will be shared of companies that have taken these revenue growth steps and achieved great success.
You will learn how to:
1. Quickly determine your place on the revenue growth curve.
2. Evaluate the level of alignment between your marketing and sales organizations.
3. Test and improve your branding and positioning relative to the competition.
4. Discover and plug any sources of revenue leakage.
5. Build a framework that supports consistent revenue growth.
Barbara Weaver Smith, The Large Account Sales ExpertDec 18 20194:00 pmUTC45 mins
Part #12 in the series Your Growth Ecosystem: Don’t Think Small About Your Big Accounts. For CEOs, Presidents, Founders/Owners, Business Development Heads, Sales VPs, and Key Account Managers of companies of any size, with special relevance to those with $10 million to $500 million in annual revenue. The series is a strategic, high-level approach to managing your organization to successfully sell and grow sales to multinational and global corporations.
The most successful large account sellers have a kind of secret sauce that’s very hard to come by. In fact, it undergirds almost everything I’ve discussed throughout this series. I’m calling it “business acumen” or “business sense.” It’s a general awareness of how companies make money, what’s going on in the commercial world, how their products and services work in many different environments and industries, what’s new and what’s on the horizon in many different fields. This webinar is about how you can foster that kind of attitude and curiosity in the sales culture of your company.
You will learn:
1. How to grow a sales team of specialists and generalists
2. Lead your team in “looking around.”
3. How to involve your company leaders in a business acumen culture.
4. Sales training activities to develop insightful large account sales execs.
5. Series summary
Jamie Crosbie, The Top Sales Talent ExpertDec 18 20196:00 pmUTC45 mins
Do you know what the missing piece is to grow and sustain peak sales performance among your sales team? Most Sales Leaders spend the majority of their team development time focusing on teaching or improving sales skills BUT 80% of sales success is based on mindset and ONLY 20% of sales success is based sales skills set. If only 20% of the success quotient is based on skill set - why are we solely focused in that area? We must learn what we can do as Sales Leaders to build a peak performance mindset sales organization so we can achieve maximum sales results!
You will learn:
1. Learn to change the trajectory of the success of your sales team by at least 38%
2. Determine how to maximize each sales team member to their full potential
3. Teach your team to engage in a growth mindset which will propel sales results
4. Learn the key qualities to evaluate to hire team members with a peak performance mindset
Jason Hubbard, VP of Growth, SalesIntel & Shawn Elledge, Founder of the Lead Generation InstituteDec 18 20197:00 pmUTC60 mins
Please join us for an educational webinar on how to use advanced data strategies to improve your lead generation efforts.
Research studies suggest it takes 6-13 touches to generate a sales qualified lead. So the role data plays in any sales or marketing strategy is critical. Data impacts your targeting options, personalization capabilities, and the number of channels you can touch your prospects which impacts your cadences and overall effectiveness in generating SQL’s. The better the data, the better the results, period.
Shawn Elledge will share a case study where he decided to focus on data quality vs. quantity and how the campaign open rates nearly tripled and response rates jumped 1200% generating over 8 million in opportunities on 30 days.
Joining Shawn will be Jason Hubbard, Vp of Growth at SalesIntel.
You will learn:
Advanced database strategies
Data preparation for lead generation
Data appending options
Data workflows and processes
Data collection methods
What to look for in a data provider
Sales Management Experts Steven Rosen and Mike Weinberg discuss “How Sales Leaders Can Jump Start The Year”.
What are the 3 things a sales leader should be doing to ensure they can Jumpstart their year?
- What are you finding are the biggest obstacles that sales leaders face to consistently exceed quota?
- What can they do to overcome each of these obstacles?
- What are the top 1% of sales leaders doing to drive sales performance?
Irene Rivkah Krasnoff, Digital Marketing & Sales Strategist, Sapir Management GroupDec 23 20194:00 pmUTC60 mins
Social Selling is the art of selling via social media. It's based on cultivating relationships and building authentic connections so that the selling process isn't awkward. As a result, your prospective client isn't defensive, anticipating having to say "no" to you. Why? Because you already laid the groundwork by building relationships via social media, and establishing a deep sense of trust where you're seen as the expert. Soulful social selling is about framing the sales conversation as a two way process to dig deeper into their specific challenges in a totally relaxed environment where the prospective client feels it's OK to say no.
You can even sell via livestreams and get "hell yeses!"
By using social media to produce compelling and valuable content, you're laying the groundwork during the early stages of the marketing and sales cycle for the client to internally say "yes" to your products or services. You'll learn how to use social media to develop relationships across 4 key phases: captivate your ideal clients' attention, cultivate online conversations, connect with your ideal clients and deepen the relationships & convert to paying clients without resorting to closing techniques that feel contrived, manipulative and product focused versus client focused.
Social selling is soulful because you're relying on your intuition to guide the conversation versus using a rigid structure. The conversations are still structured, but you have the flexibility to move in a different direction based on what your ideal client shares with you.
Charles Crnoevich, Head of Partnerships - Bombora and Shawn Elledge, CEO - Sales Lead AutomationJan 15 20207:00 pmUTC60 mins
Join us for an educational webinar on how to use intent data to fuel your sales automation programs featuring Charles Crnoevich, Head of Partnerships at Bombora and Shawn Elledge, CEO of Sales Lead Automation and the founder of the Lead Generation Institute.
You will learn:
How to identify companies consuming content related to your products and services
How to pull and prepare your data
How to target ideal prospects at those companies using sales automation platforms
What types of subject lines that will get your emails opened
Body copy that generates responses
The importance of email domain strategies
How to manage responses
How to develop cadences that ensure no lead gets left behind
Melissa Madian, The Sales Experience ExpertJan 16 20206:00 pmUTC45 mins
The terms Sales Enablement and Customer Experience are super trendy right now... but how do you practically apply them to your business to achieve revenue growth? In this session, Melissa Madian will be joined by the Founder of DesiredPath, Kia Puhm, to provide some real talk on common mistakes made in your customer’s journey, how to combat them, and how to enable your sales functions to create a fabulous customer experience.
You will learn:
1.What mistakes you are making in your customer’s journey.
2.How to easily avoid those mistakes by getting into the head of the customer.
3.How to create situational awareness for your revenue-generating functions.