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.
Simmy Kaur @ Conversica, Nancy Nardin @ Smart Selling Tools, Kris Saim-Gentry @ SunlightenRecorded: Dec 13 201848 mins
Every CRM has a number of leads that are old and unresponsive. Do you throw them away or let them sit there? (Hint - neither is the answer).
Learn how to make old leads work for you in this webinar featuring Kris Saim-Gentry, Marketing Director at Sunlighten, and Nancy Nardin, Founder and CEO of Smart Selling Tools. You'll also receive a demonstration from Conversica on how to engage prospects and close more deals with an AI Assistant.
In this webinar, we'll cover:
- How Sunlighten uses the Conversica AI assistant to generate additional revenue
- How to reach out to existing leads at scale through personalized, two-way conversations
- How AI technology can filter through the best leads for your sales reps
Kristen Alexander, CMO, CertainRecorded: Dec 12 201834 mins
It’s a fact: While companies are investing more and more in events, B2B marketers are struggling to tie event spend to revenue generation. So what’s the secret to delivering measurable results for your events? Getting those crucial face-to-face meetings between prospects and your sales team booked in advance of events.
Join us on December 12th in this informative webinar, where we break down:
- How to streamline the process of scheduling pre-event sales meetings
- Best practices for establishing and tracking your event metrics strategy
- Key factors for meeting setup & success
- Collecting quality data to enable sales & drive pipeline
- And much more!
Caryn Kopp, Chief Door OpenerRecorded: Dec 12 201838 mins
The first step in closing a sale is the initial meeting. Do you want more of those? Learn:
-What motivates the right decision makers
-How to find the ideal prospects
-The secret to creating compelling messaging
-Objection responses which work
-Secrets to hiring the right hunter
-Techniques for creating urgency
Brandi Smith, VP Demand Generation @ Uberflip, Andrea Lechner-Becker, CMO at @ LeadMD, Jordan Con,Product Marketing @ BizibleRecorded: Dec 11 201850 mins
You spend a lot of time building your lead generation programs and feeding those leads with irresistible brain food, from top-of-the-funnel blog posts to middle-of-the-funnel webinars. Then you’ve got your sales team working those phones trying to close these high-ticket deals. But sometimes, along the way, some of these leads become disengaged and opportunities are lost.
It’s going to take the same amount of DEADication—and a killer content experience—to breathe life back into your dead leads and opportunities.
We rallied a powerful trio of zombie experts at Uberflip, LeadMD, and Bizible for this webinar to spew out some bloody-good advice on getting your dead leads to crawl out of the ground and fuel your pipeline.
Barbara Weaver Smith, CEO, The Whale HuntersRecorded: Dec 10 201822 mins
Once you are doing business with a national, multi-national or company it’s hard to plan for growth. What’s next? Who’s in charge? Is marketing still involved? Should you include the entire footprint? I’ll give you a method for an account-based sales development plan jointly designed and run by marketing and sales.
Sam Richter w/special guest Mark HunterRecorded: Dec 6 201854 mins
Technology has dramatically changed the way people buy and sell. But maybe not how you think. It’s certainly important to participate in “social selling.” But the real secret is leveraging online information resources with proven sales techniques to discover the right prospect, at the right time, with the right message.
Vasu Jakkal, EVP & CMO, FireEyeRecorded: Dec 5 201848 mins
Marketing today plays a central role in driving growth as businesses look to win the most important real estate in the world – a piece of your heart and mind. As our world rapidly evolves with the physical and virtual blending, consumers are increasingly engaged in digital self-nurture, complemented by analog immersive experiences that strengthen our bonds.
CMOs are expected to be business leaders and change agents with “THINK BIG” strategies. We are expected to define brand purpose – have the vision and “why narrative” and to keep the company aligned to its NorthStar. We are expected to tackle big market trends with the magic of storytelling that’s supported by data, analytics, and digital platforms – combined with human-centric understanding – to drive revenue and deliver exceptional customer experiences.
The CMO’s role has never been more exciting or more relevant, and in this talk we will explore what 2019 holds for us and what trends, disruptions and priorities we need to flawlessly address in order to win hearts, minds and $.
Liz Heiman, Chief Strategy OfficerRecorded: Dec 5 201843 mins
Other sales experts talk to you about how to sell, I teach companies how to build sales organizations that hit revenue goals.
- What your sales team will need to succeed
- Why strategy delivers sales results
- The importance of messaging to close deals
- How a funnel will support your sales effort
- Things to consider before you hire
David Pitta, CMO, BrightTALKRecorded: Dec 5 201853 mins
There’s always more than one priority in B2B marketing.
As marketers, we strive to get the balance right to guide our actions for developing a strong brand, shaping our narrative in the marketplace, and creating demand from our marketing channels.
Increasingly, the digital behaviors of our ideal audience continue to fragment. No longer are they dedicated to a single device or source or input (voice vs text). This perpetual change has challenged decade old algorithms to better recognize their intentions. B2B marketers now face a new priority. How do we leverage Intent signals and prioritize the use in go-to-market efforts?
Join David Pitta, CMO at BrightTALK who has been leveraging various signals of intent data to prioritize resources, channels, and demand creation over the last 10 years.
In this session, he’ll cover:
-Looking at the layers and purpose of Intent signals in B2B
-Separating account from person-based intent
-Leveraging (the three C’s and P based intent) category, content, competitor, and product-based intent
-Activating and measuring business value from intent
Jordan Con, Product Marketing Manager, Bizible and Lizzy Funk, Demand Generation, MarketoRecorded: Dec 5 201848 mins
How to efficiently maximise real impact in a data-driven marketing world.
All too often, marketers get caught up in their channel-specific metrics – clicks and impressions for display and social media, clicks and opens for email, attendees for events etc. But whether you’re a marketing leader or channel manager, what really matters – and what you want to optimize for – is the impact each marketers has.
In this webinar, featuring marketing leaders from Bizible and Marketo, we’ll discuss how marketers can engage, measure and optimise their efforts to make sure they’re making a real impact, not just serving impressions.
Denise Brosseau, Thought Leadership Lab | David Wamsley, Rosebud Communications | Geoffrey Colon, Microsoft AdvertisingRecorded: Dec 4 201858 mins
Now more than ever, companies need to invest time, money & resources into building their thought leadership.
In this webinar, we will discuss how executive bylines (op-eds / opinion pieces), industry conferences & webinars can help companies establish credibility and influence in their markets.
Key learning & takeaways:
- Present a problem and solution instead of promoting your specific product or service.
- Develop a cost effective and time efficient strategy to produce quality thought leadership content on a regular basis
- Learn how to get featured in leading industry publications
Public Relations, Content Marketing, B2B Sales & Marketing, Media Relations
After several decades as a serial entrepreneur (raising more than $100 million in venture funding), David founded Rosebud Communications, a strategic PR firm that works with high-growth technology companies across a variety of B2B verticals. He & his work have been featured in The New York Times, The Economist, WSJ, Fortune, Forbes, & The Washington Post.
Denise works with executives to accelerate their journeys from leader to thought leader. She is a lecturer on thought leadership at Stanford Business School & a guest author for Salesforce.com, Inc.com, Fast Company, Entrepreneur & Forbes. Denise graduated with a Stanford MBA, and has spoken at major tech companies including Roche, Microsoft & Google.
Geoffrey is a compelling voice at the intersection of marketing, tech, media & popular culture. He is Head of Brand Studio at Microsoft Advertising, where he develops innovative concepts as a form of business development & collaboration with partners. Prior to joining Microsoft in 2013, Geoffrey was vice president of digital strategy at Ogilvy & Mather in New York City. Colon has done work with several influential brands including Spotify, Netflix, American Express, Coca-Cola, IBM, The Economist, USA Network, WWE, History & Red Bull.
Jacqueline Touma, Sandy Mathis, Amy Protexter, Razia RichterRecorded: Dec 4 201860 mins
The customer expects fast, personal and engaging experiences, integrated and aligned across touch points in real time.
The Cloud brings along a paradigm shift in the way customers interact with the businesses and what businesses must be prepared for. Understand what the Modern Customer Experience is and how content and customer analytics are keys to success.
Organizations need to have the right tools to capture feedback and provide needed content at each point in the life cycle.
Learn more from our Panel of experts as they share their experiences, best practices, and lessons from leading Companies.
Arthur Germain, Communication Strategy Group | Lisa Dreher, GuideforceRecorded: Dec 4 201845 mins
Driving valuable and authentic engagement with your prospects is increasingly difficult. There’s so much digital noise, bright-and-shiny social media objects and boring, “been-there, done-that, got-the-tee-shirt” marketing programs that even some marketers appear to have stopped caring about their messages. You need to break out of the mold and do something different to standout and be heard. And, the best thing about the approaches in this presentation, you don’t have to say anything. Leave the storytelling to your customers and partners. In this session we will detail real-world examples and actionable advice you can implement today to start driving more qualified engagements and in new and exciting ways that are fun to implement.
Walk away from this session with examples that have worked, a view into the results you can expect and a formula for implementing these powerful storytelling programs for your company.
We will show you how to get started the right way. Join Arthur Germain, Principal & Chief Brandteller, Communication Strategy Group and Lisa Dreher, CEO & Head Brand Strategist, GuideForce, for a lively look at 3 Ways to Tell Your Most Powerful Brand Story.
Dean Takahashi, Lead Writer, GamesBeatRecorded: Dec 4 201860 mins
Money is pouring into esports. There are more players, more games, more viewers, and bigger prize pools — and companies are taking note. Investment is coming from all angles, and everyone is looking for a piece of the pie. But many of the existing monetization models of esports only seek to follow the tried and true formats from traditional sports.
There is a lot for the video game industry to learn from the legacy sports broadcast model; but there’s a catch: The video games industry uses some of the world’s most advanced interactive technology to create some of the world’s most compelling entertainment experiences.
So why would we just do it the same way as before? The answer? We probably won’t. Not for long at least.
In this special session, our panel of experts will unpack the old and the new of esports, and explore where genuine innovation may come from in the future. We’ll discuss how to get the most out of traditional methods, and how some companies are experimenting with new approaches to engaging with audiences and driving revenue.
Register now to join us for free.
Attend this webinar and learn:
* How the current esports model stacks up against traditional sports, and where the money is coming from now
* The new technologies that will change the existing business model
* The difference between formal esports and personalized broadcasting — and what those differences mean for your bottom line
* Jonathan Singer, Industry Strategist, Akamai
* Robb Chiarini, Director esports, NCSA at Ubisoft
* Dean Takahashi, Lead Writer, Gamesbeat
* Kent Wakeford, Co-founder and COO, Gen.G
Deb Calvert w/special guests Rebecca Twomey & Charles BernardRecorded: Dec 4 201847 mins
Are you looking for ways to help your sales team succeed? (Well I mean, of course you are!)
So, let's get to it. Let's help your sales team succeed at selling and building relationships. This special edition webinar features two members of the Criteria for Success team, a sales growth company:
Charles Bernard, CEO
Rebecca Twomey, Director of Marketing
During the webinar, Charles and Rebecca will share the Client Evolution Model with you. It's an impactful tool that will help your sales and marketing teams understand where to focus energy, and what to do during each step of the prospect/client relationship process.
If you want more business and stronger relationships with your prospects and customers--this webinar is for you!
Ready to empower your sales and marketing teams and grow your business? Get signed up today!
Jason Stewart, VP, Strategic Content, AnnuitasRecorded: Dec 4 201849 mins
Knowing that customer experience is often the differentiator driving customer loyalty and advocacy, it’s top of mind in nearly every B2B organization. However, some companies fail to understand that the customer experience begins before the purchase, not afterwards. Companies that seize the opportunity to differentiate with a pre-purchase experience that stands apart will reap the rewards. Quite simply, optimizing and improving the customer experience early in the buyer’s journey can dramatically impact revenues.
In this webinar you will learn:
• How your messaging needs to change as your buyer moves through the funnel
• Why the customer experience matters, even before they actually become customers
• Keys to understanding your buyer’s journey
• How to better match the medium to the message
ANNUITAS VP of Strategic Content Jason Stewart will share how your messaging needs to adapt to the needs of the buyer. Content, engagement and process need to be driven by a strategy that focuses on the buyer, and that has a goal of improving and optimizing their experience all the way through the funnel. Move away static, one-size-fits-all messaging focused on product or services and improve the customer experience before the sale.
Margaret Harrist & Lynne Sampson | OracleRecorded: Dec 4 201848 mins
For years, you’ve been hearing about the importance of storytelling in your marketing efforts. But where do you find great stories to tell? How do you take what’s happening with your business or industry and make it fascinating? In this session, you’ll learn how to rattle the cages of creativity to come up with great story ideas that will attract readers. You’ll then learn how to leverage these stories in your content marketing programs to interest and influence buyers along their journey.
Gavin Laugenie, dotmailerRecorded: Dec 4 201842 mins
Discover the key findings and insight from the 2018 edition of our benchmark email marketing report. We’ll explore winning tactics practiced by leading ecommerce brands and learn from those common pitfalls you’ll do best to avoid.
We’ll advise serious marketers like you with unmissable tip and tricks – proven to revive your customer experience and give your email programs a boost.
Deb Calvert w/special guests Thomas Williams & Thomas SaineRecorded: Dec 3 201844 mins
Three seemingly simple questions lie at the heart of why sellers win or lose. “Who buys?” “Who cares?” “What matters?” If you don’t know or aren’t sure of the answers, you may be in for a bumpy ride.
In this 45-minute webinar we will discuss the importance of stakeholder mapping and how it can prioritize and customize sales activity. The information provided will be from Chapter I of the book entitled “The Seller’s Challenge: How Top Sellers Master 10 Deal Killing Obstacles in B2B Sales” which the presenters co-authored.
You will learn:
Why It’s Difficult to Identify Key Stakeholders
What is Stakeholder Mapping
The Six Questions That Stakeholder Mapping Can Answer
The Difference Between Internal and External Stakeholders
The Importance of Identifying Mindset
The Three Types of Change Drivers
Simon Mott, Marketing Director, Han ETF| Ryan RossRecorded: Nov 29 201840 mins
Ryan Ross and Simon Mott, Director of Marketing at Han ETF, discuss updates in the investment management industry, and how to create a killer webinar-based marketing plan.
Throughout 2018, we've had more engagement than ever from across the globe as we think about what our users are watching, what the market has to say, and connect the dots.
This webinar will dive into :
- Audience Composition
- Differences between the US, UK and Global engagement viewing habits
- Understanding what kinds of content see the most engagement
- Companies that are learning and growing most
It will also share the story of a marketer who has been at both large companies and small, contrast the differences, and help marketers understand how to approach a competitive market with a unique selling point.
Simon Mott, Director of Marketing at Han ETF, will discuss:
- challenges & opportunities in large & small companies
- the challenges of the marketplace
- lead scoring & reporting
- the use of webinars in a marketing plan
Kath Pay of Holistic Email Marketing, and Bram Smits of TripolisRecorded: Nov 29 201849 mins
Join Kath Pay of Holistic Email Marketing and Bram Smits of Tripolis as they cover the state of play in email vendor use and satisfaction among email marketers around the world.
Kath (CEO and founder, Holistic Email Marketing) and Bram (CEO, Tripolis) will discuss the surprising implications of their joint research study, Email Marketing Vendor Satisfaction. They'll cover these and other findings:
•Which categories of email service providers (small-medium, medium-enterprise or suite vendors) have more satisfied users
•Which tools and services their ESPs provide marketers actually use
•How marketers are adopting new technology like AI
•Which tools, services plug-ins are most popular
•Whether business strategy factors into technology decision-making – if at all.
Download your free copy of Email Marketing Vendor Satisfaction in advance and join the discussion with your own questions and comments.
Reserve your spot today! If you can't attend the live discussion, don't worry – we'll send you a link to the recorded version.
Simon Jones, VP of Marketing, PubNubRecorded: Nov 28 20181 min
See what Simon Jones of PubNub is focused on to drive demand through content marketing and technology. The presentation covered:
- Blending digital with in-person events to drive demand
- KPIs you should monitor every day
- Standing out from the crowd by offering value
Jill Reber, CEO, Primitive Logic and Kelly Harris, Senior Content Manager, BrightTALKDec 18 20185:00 pmUTC45 mins
Discover what's trending in the Enterprise Architecture community on BrightTALK and how you can leverage these insights to drive growth for your company. Learn which topics and technologies are currently top of mind for Data Privacy and Information Management professionals and decision makers.
Tune in with Jill Reber, CEO of Primitive Logic and Kelly Harris, Senior Content Manager for EA at BrightTALK, to discover the latest trends in data privacy, the reasons behind them and what to look out for in Q1 2019 and beyond.
- Top trending topics in Q4 2018 and why, including new GDPR and data privacy regulations
- Key events in the community
- Content that data privacy and information management professionals care about
- What's coming up in Q1 2019
Audience members are encouraged to ask questions during the Live Q&A.
Tamsen Webster, Chief Idea Whisperer @ The Red ThreadDec 18 20185:00 pmUTC33 mins
Admit it: sometimes even you get bored with your company's content. After all, there's a limit to how many ways you can say the same thing to the same people. Or is there? As it turns out, the answer doesn't lie in figuring out ways to reuse and recycle your content. It lies in understanding how to re-mix your content around the ideas that matter most—to you and to your customers. In this highly interactive workshop session, Tamsen will show you how to do just that.
Keeping your pipeline filled with quality leads is the key to sales success. Yet how do you find the right prospects? In this webinar, you will learn online search secrets for finding decision makers who are ready to buy, and how to connect in ways that generate a positive response.
What if you got just one more deal from your next trade show?
Discover some simple ways you can maximize your ROI.
Analyze past results to make decisions about future shows
Build a plan for the lead generation activities you will do before, during and after the show
Stand out and be memorable to get qualified leads
Turn those qualified leads into deals to generate revenue
Debbie Mrazek - PresidentDec 28 20184:00 pmUTC45 mins
- Create more Sales Success by creating more time for SALES
- Increase your Sales Productivity by managing your time more effectively
- Shorten your Sales Cycle and create more SALES
- Develop more Prospects and have time to IMPROVE Prospecting
- Make your SALES Goal what you REALLY want it to be
Joel Harrison - Editor-in-chief at B2B MarketingJan 9 20193:00 pmUTC60 mins
Like it or not, bid tendering and RFPs are an increasingly important part of the B2B marketer’s role – particularly for large contracts but increasingly for those of lower value.
The stakes for bid tendering are very high – get it right, and teams responsible will be heroes in the business. Get it wrong, and you’ve potentially wasted a lot of time, effort and cash.
So how can marketers use ABM techniques and tools to address this thorny marketing (and sales!) challenge? What’s the relevance of ABM to this unique business area, and how can it drive new thinking and new opportunities?
In this interactive webcast, Nick Pearce and Claire Carsberg of JPC will call on real life examples to explain how you can apply ABM to improve your bid strategy and the keys to success.
1. How to align procurement with your bid
2. How to challenge everyone involved in the bid process
3. How to be disruptive and make it part of your successful sales strategy
4. How to improve your chances of winning bids
5. How to avoid the common pitfalls, and turn failure into success
* Joel Harrison – Editor-in-chief at B2B Marketing
* Nick Pearce – Co-founder and strategy director at JPC
* Claire Carsberg – Managing director at JPC
Bob Apollo, The B2B Value Selling ExpertJan 15 20194:00 pmUTC45 mins
High-performance sales organizations are able to consistently create unique and tangible value for every customer. Establishing a value-creating sales culture requires that we focus as much on establishing the full value of our customer’s problems and opportunities as we do on promoting the distinctive value of our proposed solution.
You will learn:
1.How to identify and target the organizations that are likely to recognize the greatest need for your solutions
2.How to systematically uncover establish the full value of your customers problems and opportunities – and how to establish their associated “cost of inaction”
3.How to equip your entire sales organization to establish a uniquely tailored value story for every qualified sales opportunity
How to ensure that every sales proposal fully and accurately reflects your unique value to their organization, each key function, and every significant stakeholder
Stewart Rogers, Analyst-at-Large, VentureBeatJan 15 20196:00 pmUTC60 mins
User experience is swiftly overtaking price as the most important competitive differentiator. That means wowing your customers at every point of interaction and engagement. And lately, new approaches fueled by AI and significant data produced by cross-platform experiences, are putting UX under a new kind of microscope and helping to drive positive results. When harnessed correctly, AI really just means ultimate personalization. And this can reward you with loyalty, affinity, and word of mouth.
User experience design (UX) isn’t a guessing game anymore. Artificial intelligence is your superpower, and machine learning your secret weapon. AI helps you personalize the customer journey at every step dynamically, crafting unique, individual experiences that learn along the way, making them more relevant, more engaging, and more delightful.
To learn more about why AI should be the foundation of all your user experience design, and where to start, don’t miss this VB Live event!
Register here for free.
Attend this webinar and learn:
* How AI supercharges the relevancy, elegance, and engagement of modern design.
* The ways well-known brands are creating intuitive apps with powerful UX supported by AI
* The relationship between effective design and a strong ROI
* Real-world successes and failures in AI-driven design
Meredith Messenger, The Small Business Revenue Growth ExpertJan 15 20196:00 pmUTC45 mins
Successful modern selling requires fundamental changes in how we organize, measure and manage our sales teams. This requires leaders to rethink seller-focused, traditional and sometimes outdated structures and tactics in order to align how their organization sells with how their clients actually want to buy.
In this jam-packed session learn how:
oStrategic changes to your organization and structure that can foster a high-performing sales culture
oFocusing on scientific and metrics, based on outcomes can fuel your growth
oKey changes to your compensation plans that can drive culture improvements and revenue
oTo empower sales managers to build your culture, talent pool and revenue
Steve Hall, The “C” Level Sales ExpertJan 15 201910:00 pmUTC45 mins
One of the biggest things that impacts sales productivity is insufficient access to senior decision makers – the C Suite – and one of the key things I get asked when I’m coaching my clients to help with their sales development is “how do we get access to people at “C” Level?”
There’s little benefit in having a pipeline filled with deals where you’re engaged with people too low in the food chain but that’s what a lot of standard prospecting creates – meetings with people who may influence the decision but don’t who sign off on it.
One of the best ways to impact sales acceleration is to start at the top – at executive or “C” level – and retain access while also working at lower levels in the organization.
Knowing which organizations to approach and which people in those organizations to target is aided by effective sales and marketing alignment.
This talk covers which organizations to target, which senior executives to target, what they care about, how to reach them, how to create a message that will compel them to talk to you, what to do when you get that critical first meeting and how to follow up.
You will learn:
1.Why you should sell to “C” Level
2.What “C” Level executives do and don’t care about
3.Who to approach and how to approach them
4.How to prepare for, conduct & follow up an initial meeting
Christopher Ryan, The B2B Revenue Growth ExpertJan 17 20196:00 pmUTC45 mins
Your mission is not just to generate more awareness, leads and revenue, but also to increase the financial and brand equity value of your company. To do this, you need to rise above the noise in the marketplace and truly understand your company’s place in the customer’s widening array of expectations.
Step one is to uncover the current value of your offerings to your customers and prospects (the existing state). Truth here is an absolute must.
You then need to protect and enhance your marketplace value by either being a top player (perhaps “the” top player) in your value category or better yet, launching yourself into a higher-value and more profitable category. Topics include:
How to find your current place on the Value Hierarchy Scale.
What four value measurements to capture and track.
How to identify and close your value gap.
Your best options for moving up the value scale.
You will learn how to:
1.Measure where you are in relation to your competition.
2.Achieve lasting competitive differentiation
3.Increase the financial and brand-equity value of your company.
4.Become a leader in your existing value category or catapult to the next category