Browse communities
Browse communities
Presenting a webinar?

Demand Generation

Community information
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.
  • Early on expectations from B2B buyers in their journey set the stage for marketing and sales to work together. As leads flow in, an agreed-upon plan and process should be in place for lead identification, distribution and follow-up. This optimized plan and process can make a huge difference between smooth sailing or rough seas in the next steps of the journey for the marketing and sales teams and most importantly, the buyer.

    So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.
  • BDB’s head of PR Alison Owen and guest speaker Fiona Steggles will talk through how to get the most out of every contact with the media. She will cover
    -How to prepare for a media interview
    -How to avoid answering tricky questions
    -How to turn every conversation with a journalist to best advantage
  • 65-90% of the buying process happens before you even know a prospect exists. Which means it’s critical for your marketing collateral to help prospects through the process on their own, particularly with video.

    If you join us at this webinar, you’ll learn:

    • The step-by-step process that today’s buyer follows before purchase and how video can promote movement through it.
    • The types of videos you can produce and where they’ll have the most impact in your buyers’ journey.
    • Ways to approach your own unique buyer’s journey and questions to answer before production.
    • A real-world example from Act-On of how one video is mapped to the buyer journey and what’s considered prior to production.
  • Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.

    In this webinar Frost & Sullivan will discuss:

    •What moderns buyers expect from lead generation content
    •When to use webinars and videos in the sales funnel
    •Tailoring the message to fit each stage of the sales cycle
  • Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

    Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.
  • Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

    · How an Analytics Center of Excellence make a difference to the company, customers, marketing

    · What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

    · The key functions and capabilities needed

    · The journey’s key stages, associated challenges, and what do you need to do to get to the next step

    · What metrics you should select to measure the value and impact of an Analytics Center of Excellence
  • Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.
  • With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.

    Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.

    Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.

    Some key issues to be discussed in this interactive webcast will include:

    •The new expectations of the global customer—and a call for relevance across all channels
    •The complexities of language, content and engagement
    •The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
  • Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.

    One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:

    - Include rich media and online events in their content marketing mix
    - Accelerate lead generation with a strategic mix of paid BrightTALK programs
    - Get warm leads who engage with relevant content mapped to the sales funnel
    - Qualify and convert leads more effectively into loyal customers
  • Testing is a key element of any marketing initiative and is often reiterated through the common mantra ‘Test it, test it again and finally test it’. User Acceptance Testing (UAT) of a new marketing solution is critical in the success and capability of your marketing efforts, so how is this approached and when do you know you have succeeded or not?

    In this session, Jim Roberts will look at the key elements and approach to the testing and validation of a marketing solution. He will explore the best approach, the key elements to consider, and how to determine a successful test.
  • The job description of a content marketer has evolved dramatically over the last few years. Having initially morphed from a creative function into a publisher/distributor role, we are now entering the era of the next generation content marketer - not only capable of creating and distributing compelling content, but also with technical, operational and analytical acumen to develop, refine and measure campaigns.

    In this live video panel, experts will discuss what it takes to be a leading content marketer in 2015. From buyer journeys and personas to usage management, format innovation and analytics, this video will discuss the role and responsibilities of a next generation content marketer.
  • Boosting the Operational Efficiencies and Effectiveness of the Modern Marketing Organization

    It is undeniable that the customer experience is a complex and ever shifting landscape, defined and initiated by the customer and spread across an online and offline landscape that is growing with every decision and journey. But how has this complexity impacted marketing’s operations? How are leading organizations managing everything from budgets, strategies and assets to core resources, tracking strategies, activities and outcomes in this ever expanding and increasingly complex business landscape?

    As marketing continues to focus on delivering exceptional customer experiences that are highly rewarding to the customer—and increasingly profitable for the business— savvy CMOs are looking to improve operational efficiencies to create truly agile and effective business engines.

    Join the CMO Council as we examine this quest for marketing effectiveness and impact, and see what brands and leading experts believe will take us to this next stage of truly effective marketing performance. How are successful teams reshaping how resources and relationships are being managed? How do highly effective organizations align their talent and technology to deliver high-impact customer experiences? How are resources, assets and strategies being tracked, monitored and measured in order to reach key business goals faster? How are highly effective marketing teams thinking about budgeting, planning, asset management and campaign management to meet the needs of the business and advance at the speed of the customer?
  • This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.

    You’ll learn more about:

    The importance of email marketing
    How to make sure your emails get in your subscribers inboxes
    Ways to grab the attention of your recipients
    The growing influence of content marketing
    How to build content that engages your audience
    Testing to optimize your customer journeys
  • As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

    For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

    This session will highlight best practices to achieve webinar program success, including:

    - Reporting on webinar program performance and ROI
    - Scoring webinar data in your marketing automation system
    - Routing webinar leads and engagement information to sales
    - Establishing a set of webinar program KPIs
  • Marketing and sales each have their unique role in the B2B buyer's journey. Both teams share in the responsibility of closing deals. When it comes down to driving revenue, these two groups need to be in lockstep — armed with killer campaigns, insight into prospect activities, and the ability to read the buyer’s mind so they can deliver relevant resources throughout the sales cycle. Enter the Pardot and Salesforce powerhouse.

    Join us as we take a look at how Pardot unites sales and marketing. Walk through a short demo with Phil Simpson, Sales Manager at Pardot, and learn how both teams can benefit from the power of Pardot and Salesforce to create more opportunities, close more deals, and, ultimately, boost their company's bottom line.
  • In dieser Aufzeichnung zur Verföffentlichung von IBM SPSS Statistics 23 erfahren Sie, welche Mehrwerte vorausschauende Analyse in Ihrem Unternehmen schaffen kann. Lernen Sie Möglichkeiten kennen, die Sie dabei unterstützen Ihre Wettbewerbsfähigkeit zu steigern. Nutzen Sie mit IBM SPSS Statistics 23 das volle Potential des Rohstoff des 21. Jahrhunderts – Ihre Daten.

    Setzen Sie dabei moderne und innovative Analyseverfahren ein, dargeboten in einer benutzerfreundlichen Oberfläche.

    Neben der Grundfunktionalität können Sie die Neuerungen in IBM SPSS Statistics erfahren und wie diese Ihnen einen deutlichen Vorteil erbringen können. Angefangen bei der temporalen-kausalen Modellierung zur Aufbereitung komplexer und weitreichender Zeitreihenanalysen, bis hin zur Einbindung orts- und zeitbezogenen Daten. Mit der neuen Geo-Analysis-Funktionalität können Sie noch besser geographische Informationen im Analyseprozess verwerten. Binden Sie Shape-Dateien ein und generieren Sie interaktive Karten, um Ihre neuen Erkenntnisse noch besser zu visualisieren.
  • One size doesn’t fit all when it comes to marketing automation solutions for your company. It must be tailored to your goals as a team and as a company. Knowing what features and how each solution can alter your results is the first step.

    Join Michael as he takes a deep dive into how to find the best marketing automation solution for your marketing team and learn why an educated buyer is the best consumer.
  • Hear directly from brand experts to see how they're driving brand growth. Learn best practices and gain valuable insights about the technology and strategies that help top brands succeed.
  • Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.

    Learn how to:

    • Avoid common mistakes that put prospects off content.
    • Increase sign ups and data capture.
    • Encourage social sharing and amplification.
    • Increase engagement: dwell times; repeat visits and interaction.
    • Ensure your calls to action inspire action!
  • The B2B buying process can be long and complex. But if marketers want to be successful, they need to understand what buyers really do to arrive at their final decision. What kind of information do they seek? And where do they get it from? And who does the buying – how do the different parts of the decision-making unit interact? Do B2B buyers use social media? And what are the characteristics of the suppliers they choose – as opposed to the also-rans who missed out?

    This presentation looks into findings from the recent Buyersphere Report and raises a number of fascinating points that will both interest and inform B2B marketers who want to understand their target markets more fully.

    More specifically, the session will cover:

    -B2B buyers’ description of their ‘perfect’ supplier
    -Insight into content preferences
    -Analysis of channels used to gather information
    -The composition of the buying team, including involvement of C-level
    -Tips on how to engage buyers during the buying cycle
  • Find out what's in Five9's marketing tech stack in Lattice's Secret Sauce Series: Show Me Your Stack.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Doug Sechrist:

    Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications.
  • As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

    For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

    This session will highlight best practices to achieve webinar program success, including:

    - Reporting on webinar program performance and ROI
    - Scoring webinar data in your marketing automation system
    - Routing webinar leads and engagement information to sales
    - Establishing a set of webinar program KPIs
  • Companies that have a solid marketing and sales team alliance to leverage in go-to-market efforts have a great advantage. Shared insight into how campaigns are performing, identification of content that is relevant to your audience, and marketing and sales messaging alignment are paramount in supporting this advantage.

    Join Phil Simpson, Sales Manager with Pardot, in this upcoming webinar as he walks us through a short demo and takes a look at how Pardot marketing automation can support your marketing and sales team alliance efforts with valuable shared insight into campaign management, lead gen efforts, ROI and more!
  • Modern professionals source solutions to business problems from a variety of digital channels. As B2B marketers, the challenge is discovering which channel is best at engaging and influencing buyers.

    BrightTALK is one of these channels. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK's customers are:

    - Creating rich media and online events as part of their content marketing mix
    - Accelerating lead generation with a strategic mix of paid BrightTALK programs
    - Generating warm leads with relevant content mapped to the sales funnel
    - Qualifying and converting leads into loyal customers
  • Connaitre ses clients, leurs centres d’intérêt, mieux adresser les contacts cibles, le tout pour obtenir les meilleurs leads et disposer d’un retour sur investissement optimisé.

    Découvrez comment au travers de la mise en place d’Eloqua, SCC a pu faciliter, fluidifier et assouplir la mise en œuvre de ses campagnes et transformer son approche du client.
  • LiveRamp Connect combines the LiveRamp GO tools you’ve been using with the best features of Acxiom’s Audience Operating System (AOS). Connect provides a single, unified offering capable of delivering customer data to any of the marketing tech and ad tech companies integrated with LiveRamp, as well as the full complement of premium media platforms integrated with AOS.

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

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

    Please register here or contact Roya Pakfetrat at rpakfetrat@liveramp.com with any questions.
  • The lure of data-led tactics for web re-targeting and advanced customer experience applications is intoxicating for marketers, particularly when customers demand relevance and reward personalization with increased frequency and volume of purchase. But while this age of data-led marketing has opened up a world of possibility for engagement, personalization and real-time, one-to-one experiences, it has also prompted customers to grab indelible paint to draw the “creepy line”—that point at which knowing the customer turns from creating a relevant experience to exhibiting stalker-like behavior. The magic for marketers is not just understanding their customers, but understanding where that line in experience has been drawn…and knowing that while there are universal truths to engagement, the repercussions of crossing the creepy line can be detrimental to a customer’s desire to engage with a brand.

    To address where and how marketers must engage and interact in a customer-defined scope of individualization and personalization, the CMO Council, in partnership with Teradata, will host a one-hour webcast to kick off the discussion around just how close we can and should get to the creepy line. Joining the conversation will be brand leaders who have made strides in driving relevant experiences that add value to the customer’s journey, in addition to customer intelligence experts to share key trends, mandates and best practices in moving beyond mass personalization to achieve true individualization.
  • To win in today’s complex, noisy selling environment, you need marketing and sales to rally around the same goal: engaging customers. While it seems simple, more often than not these teams aren’t playing by the same rules. Join us as we dive into how you can referee the following common marketing and sales scuffles:

    - Countless dead-end calls: your sales reps complain that all the leads sent over by marketing are a waste of their time
    - Operating in the dark: marketing doesn’t know what happens to their leads, and sales doesn’t know where to start their conversations — how can either expect to deliver a personalized customer experience?
    - Reps gone rogue: your marketing team is concerned about the content of messages that sales is sending to prospects

    Tune in on April 21st, as Bob Kelly, Founder & Chairman - Sales Management Association, and Katie Doyle, Product Marketing Director - Pardot, walk through how to address these scenarios and eliminate common roadblocks on the path to becoming a sales and marketing super team.
  • In recent years, changes in the buyer’s journey have had an enormous impact on marketers. The shift from outbound to inbound marketing has forced marketers to prioritize tactics like content marketing and search engine optimization over advertisements and cold calls to most effectively generate quality leads. The question is, what’s working and what is out-dated?

    In this webinar, our panel of experts will discuss and debunk five of the most popular myths about lead generation:

    1. Social media is ineffective for lead generation
    2. New leads are immediately ready to be contacted
    3. Webinars are a tired lead generation tactic
    4. Lead quantity is more important than lead quality
    5. Marketing qualified leads are unnecessary
  • Almost all Lead Generation messages are aimed at the conscious mind. But since humans function 99% SUBconsciously, these messages are meaningless to them. In this presentation attendees will learn how to create Lead Generation messages that activate the subconscious mind, so they get opened, read and responded to at dramatically higher rates then conventional messages.
  • Join Lattice for a guided tour of the marketing tech stack that powers Uberflip's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Hana Abaza:

    Hana Abaza is the VP Marketing at Uberflip, a platform that helps marketers create, manage and optimize content experiences at every stage of the funnel to boost engagement and generate leads. A blend modern chic, tech geek and entrepreneurial hustle, she combines a data-driven approach with her knack for communicating inspired tech solution to mainstream audiences to get results.
  • It is an exciting time for marketers investing in technology! The number of tools and platforms available is growing exponentially, all promising to make marketing easier, more efficient and more successful.

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

    In this webinar, BrightTALK’s Stuart West will be interviewing Adam Sharp, Co-founder and MD of the largest independent marketing automation consultancy in the world, CleverTouch. During the session, Adam will share the processes, metrics and workflows your organisation can implement to ensure your webinar and video technology feeds your marketing automation efficiently and seamlessly.
  • The All Blacks are the most successful sporting team on the planet – with an extraordinary winning percentage of 94% over the last decade. But it hasn’t always been straightforward. In this Webinar, best selling author, speaker and consultant James Kerr explains how the world’s most successful sporting team hit rock bottom in 2004 and how they used language, ritual and storytelling to turn their fortunes around. The lessons are directly applicable to achieving a sustainable high performance environment in whatever field you compete in.

    James Kerr is a bestselling author, speaker and leadership consultant specialising in high performance business, sport and military environments. Recent clients include the US Navy Seals, the FBI, UK Sport, the English Rugby Football Union, UK Swimming, UEFA, the Premier League, HSBC, Shell, Adidas and the Savoy. His latest bestseller, Legacy, reveals 15 leadership lessons from the world's most successful sporting team, the All Blacks, and he is a regular contributor to broadcast and print media including the Guardian, Times, Daily Mail, Bloomberg, BBC and the Telegraph. He lives in London.
  • What tools do marketers at Kapost rely on? Find out on Lattice's Show Me Your Stack! with Jesse Noyes.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Jesse Noyes:

    Jesse Noyes is the Senior Director of Marketing, Content and Product at Kapost. Before Kapost from Offerpop, where he was Director of Content Marketing. Before that, he was pumping out content and drawing up strategy at Eloqua. He got his start as a business reporter, first at the Boston Herald and then the Boston Business Journal, before jumping into marketing. You can hit him up on Twitter @noyesjesse.