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BrightTALK Academy

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  • Aligning B2B Content to Specific Buyers: Industry, Job Role, Location & More
    Aligning B2B Content to Specific Buyers: Industry, Job Role, Location & More Melanie Turek, Fellow & Vice President of Connected Work at Frost & Sullivan Recorded: Oct 18 2017 42 mins
    Is your content targeting the right audience? General information is great for broad-based marketing, but creating sticky communities requires that you go deep.

    That might mean offering insights that are outside your core competency, but which will add significant value for your users. And it definitely means providing insights that target specific buyers based on the industry they're in, their geographic location (or that of the company they work for), their job role, the size of their business, and more.

    The goal is to deliver information that is so relevant, your members see you as a thought leader not just in your area of expertise, but in theirs.

    This webinar will discuss the need to go beyond your content comfort zone and offer recommendations on how to create the content you need to appeal to buyers on a personal level.
  • How to Create a Webinar Factory: Lessons Learned from The Content Wrangler
    How to Create a Webinar Factory: Lessons Learned from The Content Wrangler Scott Abel, Chief Wrangler at The Content Wrangler Recorded: Oct 17 2017 57 mins
    The Content Wrangler is a San Francisco-based global digital media company that exists to help organizations adopt the tools, technologies, and techniques they need to connect content to customers.

    A small shop with two employees, The Content Wrangler uses webinars to build awareness, develop interest, and spot right-fit prospects. To compete with much larger firms, the company leverages its content strategy know-how to produce nearly 100 webinars a year on BrightTALK.

    Producing that many programs may seem unrealistic for even a much larger team, but it’s possible because the company applies principles from lean manufacturing to their webinar production processes -- a format that any company can replicate.

    Join BrightTALK for a special presentation from Scott Abel, Chief Wrangler at The Content Wrangler. You’ll learn how The Content Wrangler built one of the fastest growing—and most engaged—channels on brighttalk.com.

    You’ll discover how adapting lessons learned from single-source publishing can be applied to your webinar production process, enabling you to produce more webinars with less effort.
  • 3 Pathways to Boost Webinar Engagement Through Email
    3 Pathways to Boost Webinar Engagement Through Email David Pitta, CMO, BrightTALK Recorded: Aug 24 2017 43 mins
    Email marketing plays a significant role for successful webinars. It starts with a cadence of promotions that reliably drives registration to your content. Next comes a series of transactional emails designed to deliver an engaged audience at the pace and scale of your webinar programs. Post event allows you to create pathways for your audience to explore additional content and your products, while also coordinating with qualification teams on direct outreach strategies.

    We’ll share learnings from 10+ million data points on what's working with email at scale. This webinar is planned for 30 minutes of sharing and then will open to a question & answer session.

    We’ll review the following three email pathways to use with your webinars:

    - Promotional strategies
    - Transactional sends
    - Post-event follow-up tactics

    Here's an overview of what we'll cover in the webinar:

    Agenda and background (3 mins)

    Promotional strategies (7 mins)
    - Segmenting database for relevancy
    - Learnings on copy and design
    - Cadence for consistent performance

    Transactional sends (10 mins)
    - Good use of confirmation emails
    - Delivering live and engaged audiences (Reminders / calendars)
    - Converting on-demand viewings

    Post-event follow-up tactics (7 mins)
    - Cuing up the next steps
    - Routing to content vs product nurture paths
    - Leveraging qualification teams
  • Industry Storytelling: Business Narratives that Resonate
    Industry Storytelling: Business Narratives that Resonate Spencer Waldron, Prezi’s European Regional Director Recorded: Jun 28 2017 44 mins
    The core job of today’s marketers is to build communities around the topics that people are passionate about. To know what matters to them, to engage them, and to help them feel part of these communities with powerful stories. And for many marketers, the gift of storytelling is a natural one.

    But not everyone is a born writer or brand minstrel, and knowing what will work for your audience takes more than data and clever messaging alone. Thankfully, everyone has the ability to tell stories that matter. It’s a skill that you can learn, polish, and adapt for your specific role and company.

    On Wednesday, June 28th, join BrightTALK and Prezi’s European Regional Director, Spencer Waldron, to learn what it takes to keep your marketing efforts fresh, timely, and engaging. You'll also find out:

    - How to turn user feedback, prospect needs, and industry trends into stories that stand out
    - How to leverage the techniques and practices of renowned writers, speakers, and entertainers to develop more effective brand messaging
    - Tricks and tips used by expert marketers to craft meaningful stories that will help you grow your user base

    You’ll also get to see a handful of great story examples broken down into their key elements and decoded.
  • Targeted ABM Strategies: Increase Conversions and Reduce Sales Cycles
    Targeted ABM Strategies: Increase Conversions and Reduce Sales Cycles Val-Pierre Genton, VP of Audience at BrightTALK Recorded: Jun 14 2017 39 mins
    As marketers are being asked to increase their contribution to bookings and revenue, account-based marketing is being used as a strategy to improve conversions and reduce the sales cycle.

    That said, ABM is only as good as the quality of the underlying data in your database and performance varies substantially depending your approach to execution.

    Tune in to this session and learn how you can:
    - Increase the number of target accounts
    - Increase the number of contacts inside of target accounts
    - Increase appointments with target accounts
    - Improve sales and marketing alignment
    - Grow revenue inside target accounts

    Over the past 17 years, Val has built and sold an Internet business and helped business, sales and marketing executives at Fortune 500, mid market and start-up companies to create value, move markets and accelerate growth. He combines this knowledge with deep insights from millions of data points that are generated as nearly 6M professionals connect with experts and companies on BrightTALK to learn and grow.
  • BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis
    BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis David Pitta, CMO, BrightTALK Recorded: Apr 27 2017 49 mins
    Webinars have become an incredibly versatile and effective content marketing tactic that has been proven to drive higher value leads. As a result, marketers are being challenged to change and optimize the way they run webinars to attract and nurture their target audience.

    For this year’s BrightTALK Webinar Benchmarks Report, we analyzed more than 10,000 webinars to understand the key metrics behind top programs and how marketers are effectively using webinars to drive demand for their business.

    Join us for highlights and analysis from this year’s report, including:

    - Best practices for using webinars to drive stronger pipeline and nurture strategies
    - Suggested timelines for driving audience to your webinars
    - Tips for optimizing titles and abstracts to attract more relevant audiences
  • BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis [EMEA Data]
    BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis [EMEA Data] Val-Pierre Genton, VP of Audience, BrightTALK Recorded: Apr 27 2017 46 mins
    Webinars have become an incredibly versatile and effective content marketing tactic that has been proven to drive higher value leads. As a result, marketers are being challenged to change and optimise the way they run webinars to attract and nurture their target audience.

    For this year’s BrightTALK Webinar Benchmarks Report, we analysed more than 10,000 webinars to understand the key metrics behind top programmes and how marketers are effectively using webinars to drive demand for their business.

    Join us for highlights and analysis from this year’s report, including:

    - Best practices for using webinars to drive stronger pipeline and nurture strategies
    - Suggested timelines for driving audience to your webinars
    - Tips for optimising titles and abstracts to attract more relevant audiences
  • The Impact of Video in B2B Marketing in 2017
    The Impact of Video in B2B Marketing in 2017 Panel: Lindley Gooden (moderator), Emma Staples (HSBC), Sophie Evans (Unruly), Simon Gerzina (BrightTALK) Recorded: Apr 19 2017 58 mins
    Video is no longer just a buzzword in marketing. It is a revenue generation tool that every B2B marketer needs to utilize in order to help their business grow.

    But the options available are countless. How should marketers establish their video marketing priorities to ensure maximum ROI? Where do you even begin with a video campaign? What strategic, creative, production and distribution resources do you need to engage with?

    Join us on BrightTALK on April 19th for a live panel discussion with industry thought leaders as we discuss:
    -why video is so important in 2017 for B2B marketers
    -the best ways of measuring ROI from video content
    -how to integrate video content into your wider marketing activity
  • Executive Roundtable: Marketing Attribution & ROMI
    Executive Roundtable: Marketing Attribution & ROMI Tom Campbell, Yellowfin; Robyn Forman, Zoomdata; David Pitta, BrightTALK Recorded: Apr 6 2017 48 mins
    For most marketers, connecting the dots between campaigns and revenue poses a complex challenge. With extended B2B sales cycles, it’s difficult to track and analyze each touchpoint, and even harder to determine which action was most influential in closing a deal.

    As a result, only 22% of marketers believe they’re using the right attribution model, according to Bizible. In this live roundtable, our panel of marketing experts will discuss the current landscape of attribution and ROI, highlighting areas where marketers can improve and fine tune their strategies.

    Our panel will weigh in on topics including:

    - Selecting an attribution model that’s right for your organization
    - Measuring marketing ROI effectively and accurately
    - Interpreting attribution data to invest in more revenue-generating tactics
  • BrightTALK Live Panel: AI and Machine Learning
    BrightTALK Live Panel: AI and Machine Learning Joel Harrison, B2B Marketing; Justin Hall, Soto; Adam Sharp, Clever Touch, Dorian Logan, BrightTALK Recorded: Apr 4 2017 60 mins
    Last year, marketers were focused on predictive analytics and ABM. This year is proving to be all about how machine learning and artificial intelligence will impact marketing strategies.

    Leading organisations powering the marketing technology landscape are quickly innovating to introduce new technologies and are determined to make marketers successful. But just how will this happen? What questions should you be asking in order to innovate on your go-to-market plans?

    Join us on Tuesday 4th April as we discuss how machine learning and artificial intelligence is shaping marketing decisions, driving growth and improving the customer experience.

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