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BrightTALK Academy

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  • 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.
  • Data Science and Artificial Intelligence
    Data Science and Artificial Intelligence Dorian Logan, CTO and Co-founder, BrightTALK Recorded: Apr 4 2017 11 mins
    Listen to the BrightTALK CEO Dorian Logan as he discusses AI and what it means for the landscape of business in 2017.

    He will provide examples of side-effects from companies that have already began delving into the data they hold, to take them on the AI journey.
  • Artificial Intelligence in a Marketing Automation World
    Artificial Intelligence in a Marketing Automation World Adam Sharp, MD & Co-Founder, CleverTouch Marketing Recorded: Apr 4 2017 17 mins
    Predictive analytics and Account Based Marketing were marketing buzzwords thrown around a lot in 2016. Artificial intelligence and machine learning is now firmly on the marketer’s agenda to understand how they will impact and improve their marketing strategies.

    Adam Sharp, MD & Co-Founder, CleverTouch Marketing – Europe’s leading Marketing Automation consultancy – discusses the impact of artificial intelligence on Marketing Automation environments, including:

    - The importance of creating the marketing spine before implementing wider marketing technology
    - Why Business Insight tools are required before artificial intelligence is implemented
    - How Marketing Automation vendors are viewing and adapting to the hype of artificial intelligence and machine learning
  • 10 Ways to Improve Engagement Without Creating More Content
    10 Ways to Improve Engagement Without Creating More Content Sam Patterson, Marketing Manager, PFL & Taylor Freitas, Content Marketer, BrightTALK Recorded: Mar 9 2017 61 mins
    As more marketers rely on content marketing to educate prospects and move them through the funnel, it’s becoming increasingly difficult to break through the noise and identify effective methods to connect with your best buyers.

    The answer isn't always creating more content—it’s getting the most out of your best content.

    In this webinar, we’ll share 10 underutilized tactics you can use to broaden your content exposure and improve engagement at all stages of the funnel.

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