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Demand Generation

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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.
  • As marketers in the digital age, it is important to understand the complexity and new demands of today’s evolving data landscape. In this webinar, Bruce Biegel, senior managing director at Winterberry Group will examine today’s evolving data landscape and the trends that marketers and suppliers need to be thinking about for 2015 and beyond. Based on new research from Winterberry Group, Mr. Biegel will also provide deeper insights into the impact of the $11.5 billion (and growing) U.S. market spend on data, data technology and data services across the direct mail, email and display channels.

    Attendees will leave this session with a deeper understanding of the changing marketing data landscape, how to tackle the complexities of marketing technology and what needs to be accomplished to deliver best in class data-driven marketing programs.
  • 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.
  • Modern marketers need leads like humans need food and water. We all buy leads from multiple sources to ensure we can provide our sales teams enough marketing-qualified leads (MQLs) to hit their revenue targets. But how do you ensure those leads are qualified enough to become an MQL? In this webinar, we'll share best practices for mining your leads into MQL golden nuggets.
  • ClerksWell will teach you how to maximise conversion from your current marketing as well as showing you future trends and opportunities within marketing and technology.

    In this session you will learn how to:

    Create-
    • Leads by making your existing marketing work harder with easy to implement personalisation- supported by a case study with First Great Western
    • Gain and convert leads based on the information gathered on social networks

    Engage:
    • Identify where a lead is in their buying cycle and personalise their experience to convert

    Convert:
    • Use tests to optimise customer experience and gain leads, trough a case study Journey Latin America
    • Gain and nurture leads through automating your marketing process
    • How future trends will affect your business
  • Are problems with lead quality damaging the relationship between sales and marketing? It’s up to marketing to ensure that only the best marketing leads get passed to sales, and lead-scoring is a must have for successful marketing teams. In a study of B2B organisations using lead scoring systems Oracle Marketing Cloud found that on average:
    - Close rates increased by 30 per cent.
    - Company revenue increased by 18 per cent.
    - Revenue per deal increased 17 per cent.

    Join this session hosted by Sylvia Jensen, EMEA marketing director at Oracle Marketing Cloud, to get a better understanding of lead scoring and how it can benefit both the marketing department and business overall.
  • With all the data that’s out there on content marketing, it’s easy to start following someone else’s lead because "everyone's doing it". But what most companies forget is that you must take a closer look at how these strategies apply to what you’re trying to accomplish before jumping right in. Don't just follow the crowd -- find a unique twist and use it to fuel your marketing efforts.

    In this webinar, John Hall will discuss why using your expertise can differentiate your company and take your content strategy to the next level. Additionally, why a content strategy is an opportunity to dive deep into your long-term goals, focus on the “why” behind your brand, stay top of mind, and build trust with your audience to create new opportunities for your business. He will offer unique and exclusive insights on how to organize your company's knowledge and start publishing expert content on platforms that make sense for your brand. Through this process, you can accomplish the above goals and start positioning your company as a true industry leader.
  • 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 outdated?

    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.
  • Video is the increasingly the preferred medium for content consumption ... even for B2B marketing content.

    Join us in this webinar and learn how to:

    • Improve your web presence and drive SEO with video
    • Increase email click-throughs by up to 300%
    • Use video to improve content conversions
    • Gain detailed prospect and customer insights from video analytics
  • 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.
  • 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.
  • Learn how to prepare, produce, and deliver webinars that build enthusiasm among your target prospects. Find out what mistakes companies often make in their marketing webinars and discover easy ways to avoid them. Enjoy greater responsiveness and participation by your prospects, leading to easier sales communications and higher conversion percentages.

    This session is appropriate for producers and presenters of demand generation webinars. It is valuable for those currently using webinars in their business and for those just getting started with webinars as a new marketing channel. A live question and answer session will let you guide the session to concentrate on topics of the most interest and benefit to you.

    What the audience will learn:
    - Best practices for encouraging registration and attendance
    - How to engage prospects before and after your webinar
    - Ways to structure content for maximum impact
    - Tips for gaining insights from webinar interaction and reports
  • The desire to have an accurate and complete view of an individual customer is not new for marketers. Ever since marketers were first able to access data about a customer, there has been the desire to understand what makes a customer buy. In a recent CMO Council study, only 20 percent of marketers said they had a comprehensive view of customer touchpoints and engagements, and only 7 percent felt they had a single version of customer truth.

    So why is it—when marketing admits that the ability to deliver data-led, personalized, customer-centric experiences across channels, in-real-time and at scale is critical to their business—that we are still struggling to obtain this 360-degree view of our customers? According to 30 percent of marketers, it is because the data that could create this unified view is trapped in silos across the organization.

    While the industry talks about CMOs needing to transform into everything from customer officers and marketing technology officers to revenue officers and beyond, one functional requirement stands at the center of marketing’s ability to truly accelerate in this customer-focused, digital age: silo busting. As the chief silo buster, marketing leadership finds itself needing to work with cross-functional teams, in partnership with IT, to aggregate and manage customer data to create a single vision of the customer that can not only integrate from across the organization, but also be shared with all parts of the company.

    The CMO Council, in partnership with Trillium, will host an interactive, one-hour webcast to discuss the key challenges and concerns marketers are facing when it comes to silo busting. Through conversations with brand experts, we will explore how marketing can accelerate their strategies through more effective and efficient engagements, campaigns and operations while also learning more about their customers and building customer loyalty.
  • Consumers today have access to more information than ever before when making a purchase decision. Buyers are looking for informative and trusted thought leadership content as they research their purchases, meaning that your brand's PR strategy needs to be working in tandem with marketing campaigns. As buyer behavior continues to change, marketers are re-examining their campaign and product launch strategy to incorporate PR storytelling tactics.

    Join us as we discuss how to tell a unique story through a cohesive content plan to build audience trust and achieve campaign success.

    During this webinar we will discuss:

    • How to influence behavior through authentic and transparent content
    • The evolution of earned media, and how to harness it
    • The role of distribution as the missing link to any content plan
  • In this four-part webinar series you will learn how to leverage consumer attitudes (survey data), behaviors (“big data”) and emotions (neuroscience) to better segment, target and connect with your customers’ hearts and minds.

    Join our Copernicus Thought Leaders for the live webinars:

    oThursday, May 14 @ 2pm: Jeff Maloy, CMO
    oThursday, June 4 @ 2pm: Eric Paquette, COO
    oThursday, June 25 @ 2pm: Jeremy Pincus, Principal and Director of Methods & Psychometrics
    oThursday, July 9 @ 2pm: Peter Krieg, President & CEO
  • 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.
  • SEO has changed. It's less technical and much closer related to marketing - Content Marketing, in particular. The websites that win create compelling content with their audience in mind. Join us as we explore the evolution of SEO and the critical role content plays in search engine rankings.

    Michael Peggs is the founder of Marccx Media, a content marketing agency where content attracts clients. Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships. He is also a blogger and podcaster, hosting the iTunes Top 10 New & Noteworthy podcast You University - The Personal Branding Podcast.
  • Imagine this: your B2B marketing and sales teams are working together, winning together, and selling more effectively than ever. Marketing sets sales up for the win and sales swiftly closes each deal with ease. Together, you step into each deal as the formidable opponent to beat, a force to be reckoned with.

    Sounds like a great place to be, right? Great news: the technology to unite these two teams has arrived. Meet Pardot, B2B Marketing Automation by Salesforce.

    Join us as Phil Simpson, Pardot Sales Manager, and a Pardot client, as they give us an inside look at how Pardot can help align your marketing and sales teams by:

    - Providing the insight sales needs to lead the conversation
    - Allowing marketing to effortlessly nurture leads to a sales-ready state
    - Identifying target buyers and key stakeholders, and more.
  • Digital disruption has revolutionised the sales and marketing landscape – 72 per cent of buyers use social media to research before making a purchase, and 81 per cent of buyers are more likely to engage with a strong professional brand. To reach buyers, sales and marketing teams must align themselves to create a compelling social media presence.

    Join LinkedIn and Oracle Marketing Cloud as they draw back the curtain and explore how to bridge the divide between sales and marketing.

    You'll learn:

    • Why social selling is important and valuable to both sales and marketing.

    • Which team is responsible for owning social selling.

    • How to implement a social selling strategy across both teams.
  • 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.