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.
Architecting today’s customer journey is a top priority for senior marketing leaders, who must guide the customer through the path to purchase and craft experiences across a multitude of channels and devices, all while keeping sight of the ultimate goal: guiding a customer through to conversion. But there is a channel that often goes unrecognized and unsupported in this new digital age: the phone call.
According to a recent BIA/Kelsey report, “call commerce” is a $1 trillion influence engine as analysts estimate that click to call influences some $1 trillion in U.S. consumer spending. The firm went on to project that some “169 billion mobile calls to businesses (will be made) by 2020, driven by smartphone penetration, high commercial intent and the natural handoff between mobile engagement and phone calls.”
The digital experience has brought rise to an influential channel of profit in the phone call that must not be overlooked. As customer satisfaction is measured in quick clicks and frictionless engagements, tools like the Google call button have made it even easier for brands to actively connect digital experiences to profitable inbound calls. This call commerce demands a new set of strategies, campaigns and executions, in addition to new measures and metrics to better track these online to offline conversations.
Digital advertising has proven to be an effective tool for many marketers as display ads enable you to reach new audiences and retargeting can allow you to reconnect with existing prospects and customers. But how can digital marketing be most effectively leveraged within an inbound marketing strategy?
In this Marketing Week webinar, in association with HubSpot and AdRoll, learn how to:
Define the inbound marketing and sales funnel
Create effective ads to support your retargeting efforts
Identify where in the inbound methodology various forms of ads are most effective
We all know that Marketing and Sales have to work hand-in-hand in our quest to grow the business. Yet, there’s often a tension between the two teams. Lead generation and nurturing takes dedicated time and effort. But salespeople naturally prioritize working with prospects and opportunities most likely to close now. Some sales teams are less than impressed by the lead quantity and quality.
The Marketing Team at Socedo tries to balance demands from our sales team every day. In this webinar, the Socedo Marketing team will discuss how we work with our sales team, including how we:
•Handle objections from Sales on lead quantity and quality
•Define the hand-off point from Marketing to Sales
•Utilize different tactics to deliver more leads faster to our sales team
•Select KPIs to make sure that lead quality is on-par from different lead sources
Converting valuable Leads into customers is the name of the game in B2B marketing. As we’ve already reached the last quarter of 2016, now is the time to think about your 2017 marketing plan and where you want to invest. In this webinar, learn about the key areas to consider in your 2017 to turn more prsopects into customers, including:
-The most effective channels modern marketers are using
-How to implement emerging strategies, including social demand generation and account-based marketing
-Utilizing new data sources to personalize your outreach with prospects
-The most important metrics to track
-How to do a post-mortem on your 2016 marketing activities to identify key areas of focus for 2017
As presented at Dreamforce 2016: Referral marketing is becoming a standard part of the lead generation mix. For companies with sales teams, this means enabling sales to play a key role and that includes making it easy for them to obtain and track referrals in Salesforce. This session will showcase how 3 companies have successfully integrated referral programs into their sales teams and explains the integration with Salesforce that allows them to drive high quality leads at scale.
Choosing between an in-house marketing team or an agency is a tough decision. Although there are shortcomings with either, there’s one glaring issue that faces B2B businesses who go in-house; they miss out on all of the shared learnings that come with an agency. Join this webinar to discover insights from an agency’s diverse client portfolio perspective.
We’ll cover top B2B agency strategies such as:
- Tracking performance of ad campaigns versus sales cycles
- Structuring campaigns and ad budgets
- Utilizing top BETAs
- Orchestrating major conferences and events
- Developing effective Landing Pages
We’ll also review the top campaign strategies that have driven the best results for us in 2016.
Often B2B marketers will focus heavily on the generation aspect of lead generation and lose sight of what happens next. Generating new leads is one thing, but nurturing them to qualify themselves is what separates a lead in your funnel from a customer tied to revenue.
Join Ian Campbell, CEO, Mission Suite as he breaks down a lead generation and management process that generates results at the bottom of the funnel.
Inbound marketing has surged in popularity in recent years, effectively generating 3 times as many leads as traditional outbound.Yet, many large enterprise organizations struggle to dedicate the resources needed to get started.
A properly-implemented inbound marketing strategy improves the impact of your overall marketing efforts by increasing audience engagement, driving traffic to all of your content, fostering stronger relationships, and ultimately, building your pipeline.
In this webinar, Shellie Hutchens, Director of Marketing at Mediacurrent will give you actionable advice to get a handle on this untapped resource.
• Overcoming challenges to inbound marketing implementation
• Considerations before implementation
• Proving measurable ROI
• Innovative ways to make sure your system works for your goals
ABM strategies require the coordination of a lot of moving parts.
In this session, Everstring’s Dayna Rothman shares a series of actionable ABM hacks to help you clarify your priorities and improve your processes and technology.
You will learn:
- How to leverage what you already have to create personalized content that resonates with accounts
- About the different levels of account-based content marketing so you can prioritize where and how to spend your time
- How to use different types of marketing technology to bring your account-based content to the next level
There’s a lot of clutter in the digital space, and breaking through the noise can get expensive. Influencer marketing is different—by speaking to customers on their terms, it empowers you to move them to action.
And now, we have concrete data to prove it. In this webinar, TapInfluence co-founder and CPO Rustin Banks will unveil expert insights into Influencer
Marketing methodology and illustrate how you can generate over 11x ROI over traditional advertising.
In addition you’ll learn:
- 5 ways to measure real ROI
- Optimized audience targeting for maximum results
- Working backwards from goals to achievements
- Defining clear KPIs
In this webinar from SuccessFlow, Mark Donkin, Managing Director and Adam Dore, Senior Functional Consultant, will cover the essential tactics required to manage and convert more leads in Salesforce.
Sign up now to discover
⁃ how to identify and prioritise leads showing interest in your services online
⁃ how to nurture leads across the customer journey
⁃ what digital channels and content are working
The end result of this webinar will allow you to generate real time insights on your audience by assessing their digital footprint. This information will enable you to improve your customer journey, marketing activity and therefore lead count.
Year over year, new strategies and plans are developed in an effort to boost the bottom line, ramp up customer engagement and establish profitable competitive advantages that elevate strategies to proven industry best practices. But in reality, even the best-laid plans get sidetracked. They are adopted only in part, stalled by organizational silos or tabled because of budget concerns. When implemented, results can be less than hoped for or forecasted—customers react differently…or not at all.
As we head into the second half of the year, the CMO Council, in partnership with Vindicia, will host a one-hour, interactive webcast to discuss the new opportunities in business models, digital engagements and experiences, including subscription services and recurring payments. We will also be discussing how leading brands, led by fearless marketers, have pushed through issues of complex processes and customer journeys rife with gates, stops and requirements and instead taken the path that feels counter-intuitive yet delivers a frictionless experience for the customer.
Among the questions and topics to be discussed in this hour are:
•Where and how are we unintentionally stopping our customers from engaging, transacting and lengthening their lifetime relationships with our brands?
•What are industry disruptors doing to change the experience and make waves, and how can we apply that same thinking to our businesses today?
•Are we so focused on creating processes and experiences that we are actually making it harder for customers to be loyal?
•New ideas and thinking around monetizing experiences and turning content into opportunity
This webinar outlines breakthrough approaches B2B marketers can take to drive revenue through optimising the buyer journey, based on understanding buyers, the buying steps they take and the outcomes they are aiming for. We’ll look at how to understand the new digitally driven buying process including cues that buyers exhibit during different journey phases, the ‘buying’ jobs they perform through the process, the outcomes they are seeking and the interactions that happen. Then we’ll explore ways to design and deliver brilliant marketing solutions where every interaction is tailored to buyers’ needs, with special focus on those buying outcomes that are under-served.
Intelligent management of the buyer journey is a vital component of strategies to drive better revenue and growth. This webinar will give you what you need to accelerate your efforts.
You will learn:
• How to understand buyers and their buyer journeys
• How to take a step back from your current efforts to evaluate your audience and work out how to serve them better
• How to improve the buyer journey and customer lifecycle
• How to identify and act on buyers’ digital cues
• The pillars of marketing success, and how to deploy them
Data and analytics are the lifeblood of effective marketing and consumer engagement. However, we found many of the marketers we recently surveyed are facing a data dilemma. On the one hand, they know data analytics is integral to achieving their marketing objectives. On the other hand, many are struggling with the resource-intensive nature that navigating data demands. This data dilemma is two sides of the same coin, where marketers can feel overpowered, rather than empowered, by data.
In this Marketing Week webinar, in association with Callcredit, we will explore some of the reasons behind The Data Dilemma and ways in which marketers can gain control over their data, to translate it into insight that drives growth.
Winning hearts and minds is a continuing challenge for marketers seeking to connect with consumers on an emotional, cultural or behavioral level. Whether you run marketing for a distinguished, dynamic or developing brand, there is always a need to continually search for ways to stay relevant, real and rewarding for customers.
Drawing on best practices and perspectives from the CMO Council’s latest report, titled “Building Brands That Attract and Engage Fans,” this upcoming webinar will feature both brand leaders and domain experts.
Topics to be explored include:
-The roots of brand attraction and cognitive connection
-How to survive and prosper amid market diversity and change
-The intersection of cultural and behavioral economics
-The essential ingredients for authenticity and credibility
-Fresh thinking on new ways to invigorate and magnetize brands
Webinar participants will include Liz Miller, SVP Marketing from CMO Council, Jennifer Grabenstetter, Executive Director of Global Communications- Product Care at Sealed Air and author John McGarr, President of Fresh Squeezed Ideas.
A recent Octopus Group study of UK marketing directors revealed that changes in the competitive landscape were causing them to lose sleep, with over half stating that differentiation was a major challenge.
Billy Hamilton Stent, MD of Octopus Group’s research unit, Loudhouse, will discuss:
1) How to use customer insight to formulate a differentiating B2B strategy that strikes the right balance of engaging customers and appeasing internal stakeholders.
2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
Digital business isn’t just a fad. Digital business is now
just business. And it has created a whole new level of expectations among your customers, prospects and new competition in your industry. Your organisation’s success will be determined based on your ability to deliver more personalised digital experiences that meet customer expectations in the moment, as well as your ability to move quickly to combat digital savvy competitors trying to push you aside.
In this Marketing Week webinar, in association with Acquia, we will help you stay ahead and not fall behind in a world of digital disruption that’s changing faster than many can keep up with. We’ll talk about:
- How to stay ahead of digital disruption, and customers’ changing demands, by blending the right combination of digital experience technology and organisational strategy
- How personalisation, new modes of interaction like voice-based interaction (Amazon Echo), digital screens and signage, and other digital channels are expanding the definition of digital experience success
- Describe common internal organisational barriers that cause you to fall behind and prevent you from moving quickly to stay ahead of the market and your stakeholders
- Address how a flexible digital experience platform can help Business and IT to work together and provide a strong foundation for whatever comes next in a fast-changing, digital-first world
Let’s face it, when it comes to marketing, our target market has created a wall, it’s not their fault, it’s ours. Think about this - you’re responsible for generating over 5,000 leads this quarter, how are you going to do it?
- Create another eBook?
- Write more blogs?
- Invest more money in AdWords?
- Refocus on building pipeline with ABM?
You would probably want a combination of all the above, but that’s time-consuming and quickly adds up $$$. And even if you’re doing all of the above, there isn’t a guarantee that these channels will cut through the noise. Take these examples into consideration:
- 57% of Internet users don’t click on banner ads because they’re afraid of receiving spam or malware.
- 18% of Internet users in the U.S. use an ad blocker, which resulted in a loss of $5.8 billion in ad revenue on 2014.
- Spotify Premium grew by a cool 10 million users since 2014 as consumers sought an ad-free listening experience.
If you’re a start-up, small company, (even if you’re pretty big) marketing budgets are tight and always scrutinized. Influencer marketing has proven to be a profitable and scalable channel, if done right. Learn from growth marketing experts as they give you tips on how to Growth hack your business through Influencer Marketing.
It's no secret that brands today are investing more money than ever in marketing technologies to gain better insight into customer preferences and behavior. We rely heavily on these systems to collect data and deliver the best experience for engaging and converting visitors. However, when this data isn’t shared between your vendors, you may be overlooking a big opportunity to maximize return on your investments.
This webinar will explore 3 ways to power intelligent marketing campaigns by leveraging real-time data you already have, as well as examine a more practical take on how to extract value from connecting data across your entire technology stack, allowing more timely, relevant, and meaningful interactions with the customer.
Whether delivering webinars or sharing decks via SlideShare, marketers need to create presentation content that keeps their audiences engaged—and persuades them to take action. Developing effective presentations for an online audience, however, is easier said than done. How do you create memorable, persuasive content in this era of constant distraction? How do you create presentations that get your audience to put down their phones and start paying attention?
This is where the science comes in. Research has shown that there are a few key tactics that you can employ to create marketing presentations that your audience won’t forget.
In this session, Susannah Shattuck, Content Marketing Manager at Prezi, and Taylor Freitas, Content Marketer at BrightTALK, will share tactics to make your content more memorable and persuasive. They will discuss:
- How to design presentations that tap into your audience’s deep memory and stay ingrained in their brains;
- Scientifically-backed ways to create more persuasive content;
- Why visuals and storytelling are the keys to effective presenting.
Eva Tsai will share her experience as a woman in tech charting a journey spanning multiple disciplines and excelling as a strategic business leader, her thoughts on the challenges women are facing, both in entering and advancing in their careers, and what her recommendations are on both professional and personal fronts.
Eva has extensive experience leading go-to-market transformation and managing company telemetry to drive growth worldwide. Her innovation and leadership has been recognized with significant industry awards and patents. She was selected by Silicon Valley Business Journal in 2015 as one of Silicon Valley's 100 Most Influential Women and won the 2014 Marketer That Matters™ award, sponsored by The Wall Street Journal. At vArmour, Eva has transformed the company into a growth machine via innovative and well-executed go-to-market strategy, insightful telemetry, and process optimization. vArmour has been named a “Company to Watch” by TechCrunch and a "Cool Vendor" by Gartner. Prior to vArmour, Eva held strategic roles at Citrix, BroadVision and Oracle. Eva holds a BS and a MS in Computer Science from Massachusetts Institute of Technology.
As marketing continues to grow more scientific, vendors are expected to deliver more value not only in their own technologies, but also in combination with the rest of the marketing tech stack.
Join LeadMD and BrightTALK as we review marketing automation best practices for webinars, including real-world examples of running webinar programs and reporting in Marketo using BrightTALK’s advanced connector.
By integrating your marketing automation platform with BrightTALK, you can drive ROI with more webinar engagement data and reduced follow-up time on your leads with our hourly sync.
In this live webinar, you’ll learn:
- Operational excellence in webinar programs, prospect follow-up, and reporting
- How to leverage rich webinar engagement data in custom, fully automated interesting moments on your lead records
- Best practices in Marketo from BrightTALK and LeadMD
The hi-tech industry is highly competitive when it comes to employing top talent. As technology continues to advance, so does the demand for top-notch employees. Knowing this, it is important to be consistent with evaluating not only what you want out of your career, but also how to reinvent yourself to stay relevant to the ever changing hi-tech business landscape.
When the CMO Council recently asked more than 200 senior marketing decision makers how effectively they have aligned physical and digital experiences, half admitted that these integrated experiences were selective, at best. Yet it is alignment, consistency and connection that drive the foundational relationship between the brand and the buyer.
The CMO Council, in partnership with IBM, will host a one-hour interactive webcast with industry-leading media, entertainment and telecommunications marketers to discuss how audience insights across the digital and physical experience have been turned into action, allowing these brands to personalize and enrich each engagement.
Multiple case studies will also be discussed during the webcast that focus on the power of segmentation and innovations around cognitive computing. Speakers include Liz Miller, SVP of Marketing for the CMO Council, and Jody Sarno, Dedicated Client Partner, Communications Industry for IBM. Check back for additional speakers.
Marketing automation doesn’t have to seem like a distant frontier. Layer One Media’s James Pellizzi delivers a hands-on session with actionable insight that you can deploy, faster than your competitors eat lunch. Presentation followed by 10 minute Q&A.
The industry of women in technology is quickly expanding, especially in marketing-related roles. Join our panel of experts from the Lean In Foundation, Polycom, Integrate, and MarketingXLerator to discuss the following:
- How to launch a career in tech and tech marketing
- Challenges for women entering & advancing in their careers: how do you pivot from a non-tech career path into a hi-tech one?
- Recommendations on how to succeed in this industry
- Inspirational and mentorship stories
- Predictions for the next 5-10 years: where the industry and culture is heading, and how diversity is playing a part
Whether you currently have a Marketing Resource Management (MRM) system or are considering implementing one, this free webcast is sure to inspire you.
Using case studies from real MRM users, Keith Schwarting and Karen Wenning from Suttle-Straus will show you 9 awesome ways you can make the most out of an MRM system at your organization.
From common uses like ordering business cards to more unique applications such as printing and assembling grand opening kits, an MRM system can streamline your collateral creation and marketing processes while affording you the control over your brand assets that you need.
Join us and see a wide range of ways other companies are fully leveraging their MRM capabilities.
We hope we get to (virtually) see you on November 15th! Reserve your free spot today.
This webinar is designed to help decision makers and senior marketing individuals unlock the power of their employee workforce through social media advocacy. The session will cover the benefits, challenges and best practices of employee advocacy. By debunking the myths associated, we aim to give you a clear set of practical guidelines which will formulate the basis of your employee advocacy strategy. Sign up for the 45 minute webinar where we will help:
- optimise your current activities with helpful dos and don'ts
- show how social media reach can be significantly improved using impressions as a key metric
- provide advice on establishing and responding to new engagements
- provide a strategy to generate new social media leads
Join us for this interactive webinar that will allow attendees to participate in polls and a live Q&A session, where our presenter will answer your queries on-demand.
“In world where money talks and organic reach is at an all-time low across social media, how can those without large advertising budgets get their message seen by the right people? In this session, we examine organic B2B social media marketing strategies that will help businesses grow brand awareness, identify and pursue potential leads and add a vital element of personalisation to their marketing. On top of this, we will discuss some of the best practice approaches when it comes to optimising and measuring the success of organic activity.”
Like everything else in social media marketing, influencer marketing has evolved rapidly over the last 9 years. As brands work harder to reach a smaller percentage of fans on social media, influencer marketing has become a core part of the larger social media strategy. In this dynamic webinar, Jim and Michelle will cover how to engage with influencers in a way that is mutually beneficial, how to produce content at scale and how the best brands use influencer marketing to support their social media strategies.
Jim Tobin, CEO and founder, Ignite Social Media
Author of 2008's "Social Media is a Cocktail Party" and 2013's "Earn It. Don't Buy It."
Manager, Marketing Communications, TapInfluence
Prior, Social Media Manager, Cision
Frequent author and speaker
99% of Social Media Posts receive near zero engagement fail to create a stir. Even sponsored campaigns fall flat. Yet, few posts go viral overnight and the person & the brand become celebrities overnight, without spending a dime on promotions. Getting a fair share of returns on investments in Social Media marketing efforts continue to be a challenge for enterprises and Small & Medium businesses worldwide.
In this webinar you will learn:
- Where are you going wrong with Social Media Marketing?
- Things you can do to fix and super-charge your social media campaigns.
- Practical Step by Step approach to Change the Game! & Get more from Social Media Campaigns.
Everyone is on Facebook, right? Wrong. Every day, there are new social media platforms launching and diluting the impact each social media platform has. And while we’re in the era of social media dominance, there’s still a large population that falls under “non-social savvy.” Believe it or not.
This session will help us understand today’s social media landscape and help brands and marketers discover what the right platforms are for their audience. It will also dig into key marketing tools and metrics that help engage and attract the target customer and dial into why having a responsive process is critical for brand visibility, integrity, and equity.
Attribution is often described as trying to find a single source of truth for the relative impact of every channel on the customer path to conversion.
However, the proliferation of the marketing stack, advertising channels, and user devices has made that search ever more challenging, as have the various schools of thought around the best attribution strategies.
Thus, AdRoll has partnered with Econsultancy to evaluate the state of marketing attribution in the UK, France and Germany. Join Gavin Flood, AdRoll EMEA marketing director, and Jim Clark, Econsultancy research director on November 22nd for a live webinar to make sense of attribution in 2016.
In this webinar you will learn how to tackle numerous attribution challenges:
- Learn why most organisations don’t carry out attribution across the majority of their campaigns and how to remedy this.
- Benchmark your organisation against your peers and find out which methods and technologies they are using.
- Discover the skills and training needed for successful attribution.
- Ask any and all your questions live.
This presentation, part of the 5 Tenets of Modern Marketing Series, gives marketers a how-to guide for transforming your database to support effective segmentation and persona-driven communication and engagement.
Unreliable targeting can end a conversation from the beginning. The first step in building any sustainable structure is to ensure a proper foundation. Think of your database as this foundation. Without the proper data management and hygiene in place, your marketing operations will suffer because it’s nearly impossible to meaningfully segment and refine your prospects.
Are you providing enough resources, news and updates to your channel partners? Do you know what they actually want to receive from you? Interviews with vendors such as Cath Hackett, VP of Channel and Marketing at Becrypt and their partners to determine what their partners want to receive, and what they are actually getting. Let’s examine together how different these really are.