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.
Watch this behind-the-scenes webinar of how Uberflip and Terminus users power their integration to build ABM campaigns that win. Gain perspective on the organizational infrastructure needed for account-based marketing to work, as well as how you can use content to drive your ABM cadence.
It’s time to move away from the traditional demand gen tactics with a focus on pure volume and towards a targeted approach. And who to learn it best than from both Uberflip and Terminus’ internal ABM champions? They will be diving deep into the nitty gritty platform pluses that drive their key account engagement.
You’ll discover strategies and tips to:
Use your existing buyer personas to hyper-target your key - accounts like nobody’s business
Leverage content into your ABM plays and engage like a boss
Personalize your B2B account based advertising at scale
Join Certain, Demandbase, and Radius as we discuss the ins and outs of our events strategy in a live webcast on Thursday, December 14th at 1pm. From the planning timeline to key successes and challenges, we’re taking a look behind the curtain.
You’ll walk away knowing how to:
-Strategize your presence at conferences & tradeshows to make the most impact
-Measure leading indicators of success and KPIs post event
-Allocate your budget in the best way possible
Learn How AI Insights Help Marketers and Communications Execs Communicate More Effectively
There’s a lot of talk today about Artificial Intelligence in the marketing world but is it really actionable or just a lot of noise? In this live webinar we dig into a real application of AI that’s being used by the top enterprises, foundations and US government agencies: Narrative Analytics. This approach mines billions of digital data points in online discourse and surfaces beliefs about brands, products, industries or any topic. Protagonist then builds strategies and playbooks around these beliefs so marketers, communications execs and even CEOs can communicate more effectively. In this lively webinar, Damon Waldron, VP of Marketing and Babak Rasolzadeh, noted data scientist and Head of Protagonist’s Data Science team dive into what Narrative Analytics is and how it’s having a profound effect on how organizations engage their audience.
Join us to learn:
- How AI brings out deep beliefs from online discourse, including news articles, social media, product reviews
- Why traditional market research and social media monitoring isn’t enough
- How organizations use Narrative Analytics to drive their messaging, positioning, content generation and much more
According to a recent Accenture study, 94% of B2B buyers conduct online research at some point in the buying process. Is your online storefront up to par?
As an entrepreneur or business owner, your website is a top priority. Join us for this live holiday-themed webcast that focuses on keeping your website off the naughty list and how to put your company ahead in the New Year. You will learn the 5 key areas to keep top-of-mind when either creating new or redesigning a current website.
Truth: Your customers’ professional attributes are just as important as their non-professional attributes. Career paths speak to who a person is - to their values and interests. When you know what someone does for a living or the company they work for, you have a better idea of their intentions and life trajectory. But these consumer insights are often forgotten when the marketing campaign is built and executed, which leaves money on the table.
If you’re a data-driven marketer who is already using Household Income for targeting or a marketing leader who is ready to uplevel your targeting strategy, join LiveRamp and Dun & Bradstreet in a 30-minute webinar where you’ll learn:
*How to marry personal and professional-level data for precision targeting
*How professional-level data empowers better brand experience and campaign performance through examples
*Is Professional-Level data right for your targeting strategy?: 3 Easy Questions
How Marketers at Traditional Asset Management Firms Can Win the Narrative Battle... or Lose It
Robo advisor brands like Betterment and Wealthfront have disrupted the asset management landscape, particularly in certain segments like millennials. In this webinar, Doug Randall, CEO and Founder of Protagonist will illustrate how robo advisors have taken hold in the consumer's mind as well as examine consumer beliefs about investing today. From there, he'll walk through the narrative battle that's being waged between traditional asset management firms and the upstarts, showing the six steps that marketers at traditional firms will have to take if they hope to win.
In this webinar you'll learn:
- Six steps to winning any narrative battle
- Key consumer beliefs around robo advisors
- How traditional asset managers can leverage narratives to communicate more effectively, from marketing content to PR
Just what every marketer needs—yet another alphabet soup regulation to deal with that takes time away from your most exciting initiatives.
No need to panic, though. We’ll boil it down to what you need to know as a marketer. The General Data Protection Regulation (GDPR) takes effect in May 2018. In this webcast, speakers from Openprise and KickFire team up to share:
- What GDPR is and why it matters
- Concrete steps you need to take as a marketer to gain compliance
- The top misconceptions you’re likely to hear around the water cooler
- Case studies about the approach leading marketing teams are taking
We’ll save you from dozens of 10-point font legalise and focus on the practical considerations. Don’t forget to bring your questions!
Engaging with users on social media is critical, but so is listening. Just like in real life relationships, you will learn a lot more about your target audience if you pay close attention to what they are “saying”—to you, or to (and about) someone else (yes, even your competition).
This session will highlight the key trends in enterprise social, and explain how to leverage these new media to better understand and connect with your audience—and use the resulting data to strengthen your products and services.
Reaching the right insurance prospects, at the right time should be easier than ever before. However, this is not necessarily the reality. Despite increased data resources and analytic capabilities, insurance marketers continue to struggle to sort the wheat from the chaff when it comes to lead quality. This was just one of the findings in a recent Aite Group industry report titled ‘Lead Generation in Insurance: In Search of the Golden Leads,’ authored by Senior Analyst Samantha Chow. During this webinar Chow will uncover the findings of her report with LexisNexis Risk Solutions and discuss some of the innovative solutions available today for insurance carriers.
While there’s often disparity among marketers around their favorite content marketing tactics, there’s one tactic that virtually all marketing teams use: social media. In fact, 92% of marketers say that social media is important to their business, according to the Social Media Examiner.
Whether it’s paid or organic, B2B or B2C, having a strategic social plan is key to seeing results from your social media efforts. In this webinar, you’ll learn how to:
- Build a complete social media plan for promoting your content (including downloadable templates)
- Craft trackable messages to generate leads through social media
- Enable and inspire your sales team to share your content
Referral marketing has quickly become one of the top marketing channels used by businesses in virtually every industry and market niche. To ensure that your referral program stands out from your competitors, there are several key strategies that you must follow to insure success.
Join us at the BrightTALK Social Media Marketing Summit to discuss some of the best referral marketing strategies to maximize your conversions. We will not only be defining the current referral marketing space, but will be detailing the following strategies for success:
- How to create viral loop
- Creating symmetrical rewards
- How to effectively target influencers
- Optimizing your referral landing page
- Leveraging guest blog posts
- Being transparent to your partners
50% of B2B organizations say they are in the “experimenting phase” of influencer marketing, while more than half of B2C companies say they have established programs in place. What are B2B marketers waiting for? The time to establish an influencer marketing program is now, before your competition does!
In this webinar, Alison will explain how she led the creation of the first influencer marketing program at a software company. She will share tips for selecting influencers, creating content, measuring results, and lessons learned from running a B2B influencer program.
It has never been easier reach new audiences thanks to Facebook, but it's harder than ever to drive social engagement. With organic Facebook Page reach at historic lows, it’s increasingly difficult to capture your audience's attention, assuming you're able to reach them in the first place.
Better targeting and engaging creative can overcome these challenges, and testing your content packaging is the best way to learn what resonates most with your target audience in real time. Break through the noise, and get your message right every time you post.
In this webinar, Patrick Costello will share Facebook A/B testing insights, common pitfalls, and strategies for translating test results into meaningful business ROI.
Patrick is the co-founder of Naytev, a social media management and A/B testing platform, and he works with teams of all sizes, including ambitious startups like ClarityMoney, publicly traded incumbents like Travelzoo, and content powerhouses Refinery29, HuffPost, and VICE Media.
In recent years, social media advertising has evolved from generating mere clicks to websites to generating leads with a high probability to buy. The latest development in this evolution has been to promote calls and messages as a way to engage with ads. In this summit, we’ll cover why calls and texts should be an important part of your social strategy and why call tracking technology is a must for Facebook Ads that drive calls. Expect to learn about strategies to get the most out of social calls and messages, call tracking tactics you can use today and some surprising data on calls and social.
Juan Venegas, Director of Marketing
With 12-years of experience in marketing, Juan has a deep understanding of digital marketing strategy as well as a proven track record in creating successful performance-driven online marketing programs for consumer and business markets.
Janet Janzen, Digital Marketing Specialist
Janet Janzen is knowledgeable in all aspects of digital marketing from SEO, paid advertising, call tracking and analytics, as well as CRM management.
A CMO’s success often hinges on the success of the brand to drive business and grow revenue. Because of this, the CMO is in a unique position to optimize growth by meeting the demands of their customers while driving and advancing digital transformation. But transformation for technology’s sake will not advance the business. To be successful in today’s highly competitive market, the customer needs be front and center – the CMO must lead a truly customer-centric revolution.
Customer centricity is about building relationships, conversations and service around the needs, preferences and actions of individual customers on an ongoing basis. By putting customers first and meeting their expectations across all channels, you can deliver exceptional experiences that drive retention and build loyalty. The key is to deliver a consistent, seamless experience across all touchpoints, and ensure that all interactions are relevant to each and every customer.
To accomplish true customer-centric marketing, you must understand each customer at the individual-level, down to their individual Customer DNA, and be able to rapidly take action on those insights.
Join the CMO Council as we welcome experience and data expert, Cindy Vandecasteele, NGDATA’s VP of Product Strategy, and Jeroen Bronselaer, Senior Vice President Residential Marketing at Telenet, as they share their own experiences in transforming a brand with customer-centric marketing.
Key takeaways will include:
•How customer-centric marketing impacts the whole organization
•Why customer-centric marketing matters in today’s omni-channel, always-connected world
•The challenges and benefits of customer-centric marketing, and how you can put it into action
•Mapping the individual Customer DNA and turning that knowledge into profitable action
What would you know about a person from his email ID or location? How would you understand the person on the other end of the conversation or meeting?
The deep understanding of consumers or customers beyond the superficial layer is soon going to be not just a ‘good to have’ but also a basic hygiene for a successful and long-lasting relationship. Be it striking up a conversation with a prospect, merely handling customer queries, or finding the right candidate to hire for the available marketing role, the use of profile enrichment is finding paramount importance in sustaining healthy engagements with those who matter.
Explore the world of AI and its endless possibilities to know people around you better.
- What are AI-built individual deep insights?
- Latest trends in marketing using AI
- How to improve segmentation and personalize communication
- How to take better marketing decisions using a 360-degree individual profile
About the Presenters
Amisha Sethi, Vice President of Global Marketing, Frrole Inc.
Amisha has worked in leadership roles with global giants like Airtel, BlackBerry and Air Asia amongst many others. In addition, a bestselling author of the book "It doesn't hurt to be nice", she is an executive scholar from Kellogg School of Management, Northwestern University, Chicago.
Amarpreet Kalkat, CEO & Co-Founder, Frrole Inc
Amar has worked closely with products in reputed firms like Nokia, Trilogy and Hewlett Packard until he found his true passion and co-founded Ciafo. This was the beginning of his entrepreneurial journey and later on, he went to establish Frrole. A Machine Learning aficionado and limit-pusher, he is an MBA graduate from the Indian Institute of Management, Kozhikode.
1.3 billion people use Facebook Messenger, and every business needs to communicate with their customers on this critical channel. In this webinar, Ben Parr -- Co-founder of Octane AI, Author of Captivology, former Mashable Editor, and Forbes 30 Under 30 -- will dive into specific strategies for generating leads and profits with Messenger marketing and bots.
Businesses will likely need to make a lot of modifications in the way they reach and engage their audiences in 2018 on social media in order to achieve their goals for success.
Social media is set to cause even more disruption as it incorporates new technologies, more governance and new policies. Changes, like worldwide access and use of mobile devices, have empowered social media platforms so that the platforms are even more associated with a business’ overall strategy. As a result, the approach the company takes regarding its social media platforms has the potential to have a ripple effect throughout the organization.
Since the size of social media platforms has grown as well as the diversity of the audience, social media planning will involve more work, more foresight and more input from key staff as well as the social media team. It will mean taking a deeper dive into what has been done in order to know what will need to occur to help propel the company forward.
Social media teams will need to understand what has and what has not worked not only within their business but also with competitors. This will require an understanding of the trends and an awareness of the latest technologies. They may also either want or need to test some technologies as well as different platforms.
In this webinar, participants will learn how to:
- Identify the core platforms that will be useful at their business
- Examine what the business has done on those social media platforms
- Examine what competitors have done over the past year
- Integrate new technologies trends and demographics
- Hold brainstorming sessions with social media team members and other key staff members.
- Compile their activities into their overall social media plan
- Write a strong summary/pitch that demonstrates how the plan will be put into action
Questions will be answered during the webinar, but feel free to send questions prior to event to firstname.lastname@example.org.
Prescreen credit can help insurance marketers maximize the effectiveness of their acquisition campaigns by identifying the best prospects for your business based on their risk profile. Join us for this informative webinar as Senior Acquisition & Retention Consultant, Rick Schlegelmilch explores the unique opportunities presented by prescreen credit. Rick will also provide the latest updates on new and highly predictive scores and attributes available from LexisNexis Risk Solutions.
The Demand Unit Waterfall is a powerful guiding tool for marketers, but it’s completeness leads to a complexity that was, until now, inherently impossible to manage completely. The good news is that Artificial Intelligence (AI) services have emerged that empower marketers to wrestle down complexity and maximize throughput of qualified leads to Sales.
In this webinar, Kerry Cunningham of SiriusDecisions and Gary Gerber of Conversica will expose the characteristics of companies that successfully maximize their sales leads, and describe how Demand Unit thinking, coupled with AI-powered tools, is forever changing what it means to be an effective marketer. Attendees will learn:
- Why the Demand Unit Waterfall approach is superior to many earlier methods
- Why artificial intelligence is the breakthrough technology with which to leverage it
- How combining the two can rapidly make any marketing organization far more effective
You know the old saying - marketing wants to write every prospect: meanwhile underwriting wants to reject every prospect. Insurance marketers exist in a challenging and dynamic environment - seeking to strike the elusive balance between sales quotas and underwriting expectation.
Join us at this session to learn:
•Key findings of our recent LexisNexis study of insurance marketers, underwriters and product managers from top personal lines carriers.
•Unique insight into the opportunities that exist for greater collaboration throughout the policy life cycle.
True one-to-one interaction is considered the holy grail of customer experience. However, according to a recent CMO Council study, only 7 percent of marketers are able to consistently create these individualized experiences across all channels.
For the third and final webinar of this series, the CMO Council and Teradata are concluding the conversation around shaping customer experiences by focusing on the importance of coordinated cross-channel messaging through a centralized hub for all customer interactions—one that listens to all interactions, automatically tells marketing channels when and about what to say based on all the latest data and machine-learning analytics, and applies contact governance so that your marketing is smart and optimized, not fragmented by channel.
During this one-hour webinar, our expert panel will share insights around how companies can build one central messaging hub for all customer interactions, regardless of channel. Marketers can elevate their marketing with a marketing hub to optimize and coordinate messaging, analytics and data so that the messaging automatically shifts, whether it’s time to sell or time to provide customer care, ensuring that each interaction is good for the customer and the brand. A featured brand expert will also share their company’s challenges in this area, as well as the steps they have taken in order to create consistent cross-channel messaging for the customer and make one-to-one experiences a reality for their organization.
Among the topics to be discussed:
• Challenges to achieving a full, cohesive view of all customer interactions
• How to balance multiple customer interaction strategies amid the focus on clicks and conversions
• Industry best practices and results from marketers who are coordinating their
marketing in a hub and how it has elevated their marketing
In Part 3 of our webinar series, we’ll explore technology solutions and programs available to support your efforts through the ABM account lifecycle. You’ll learn:
•How the ABM lifecycle is different from traditional lead management
•How to develop an account-based marketing strategy
•How to get started with specific ABM programs, including dynamic content, nurtures and ad/website targeting
This session will walk through the key plays you must have in your 2018 plan to increase sales and marketing alignment, drive pipeline and exceed revenue targets.
You will see how Sage Software, which sells software to businesses of all sizes in Europe, North America and Asia, used these plays to achieve 6x higher opportunity conversions and 12x higher customer revenue. With a target market of 72M businesses worldwide, Sage used AI and Oracle Eloqua to transform their sales and marketing to drive global market leadership.
Key takeaways from the session will include:
-How to drive sales and marketing alignment at scale
-Key use-cases for AI across the entire buyer’s journey from account selection to lead prioritization to retention to upsell; and
-How to drive sales adoption and follow-up on leads provided by marketing.
Like most revenue teams, you are likely looking to accelerate revenue success in 2018. How can you align your teams on a common set of objectives and the buying cycle? What role can ABM play and what are the key plays you can use to achieve quick wins and turbocharge results?
This webinar will walk you through how Masergy, a leading networking and security solutions company, achieved their growth targets by aligning sales and marketing on their ABM strategy and taking a data-driven approach to scaling their ABM program for sustained growth.
In this webinar, you will learn the following:
-Aligning your team on the buying cycle with the Sirius Demand Unit Waterfall framework
-Key sales and marketing plays you can use at each stage of the Waterfall to jump start your ABM strategy
-How Masergy’s used these plays to fuel their ABM strategy and drive a 20% increase in revenue within 3 months
Malachi Threadgill, Director of Demand Generation, Masergy
Matt Senatore, Service Director, Sirius Decisions
Nipul Chokshi, VP Product Marketing, Lattice Engines
Jay Baer recently unveiled his new framework, Talk Triggers: Content that Creates Word-of-Mouth, and he has done exactly that – sparked incredible discussions among marketers everywhere on how to turn customers into volunteer marketers. Word-of-mouth is the most efficient and effective marketing tactic available, and content can (and should!) be the catalyst for those conversations. Watch this webinar to hear about Jay's new framework plus his answers to real questions submitted by B2B marketers!
Following up on leads is fundamental to driving sales. But how many companies actually follow up with their inbound leads?
For the third year in a row, Conversica commissioned an in-depth study tracking lead follow-up efforts of B2B and B2C companies across a number of different industries. In 2017, we found that a staggering 77% of companies under-touched their leads.
Join us for a webinar with Nancy Nardin of Smart Selling Tools and Matt Heinz of Heinz Marketing, as they discuss the state of lead follow-up and what businesses can do to improve inbound lead follow-up.
Do you know who your hottest leads are? Are you able to control the volume of leads passed to your sales team so that they only get their hands on the cream of the crop? Are you able to offer the right content to the right prospect at the right time?
Lead scoring gives you insight into activity, but how much can you really tell from a single number? If your content strategy is mature and prospects are highly engaged, you may find yourself wanting more data to act upon. Ben Harrison, Managing Director at Brainrider, and Sam Brennand, VP of Customer Success at Uberflip are here to help. Join them as they take a deep dive into lead scoring and learn:
- The incorrect assumptions baked into Pardot's standard scoring model
- How to move from an activity-based scoring model to an engagement-based scoring model
- The secret sauce that a best-in-class Uberflip implementation can bring to Pardot
- How to determine where in the sales and marketing funnel your prospects are, based on content engagement
- How to build tailored drip campaigns that adapt to your prospects content engagement
Incorporating location intelligence into digital strategies to engage consumers in real time, increase brand loyalty and provide actionable data will be more critical in 2018 than ever before.
Using cutting edge location data, Deloitte was able to actively engage fans in an interactive touchscreen experience at a large-scale sporting event. These enhanced insights into the fan experience included crowd density at various locations within the venue, the best spots for spectators to view the action, the movement of fans relative to players, and more.
In this case, location intelligence provided insight into consumer engagement via foot traffic patterns, location visits, and frequency analysis to help brands deliver dynamic user experiences, better understand their customers and prospects, and boost consumer engagement and delight.
During this webinar you’ll learn how to:
* Boost engagement with real-time, location-based consumer engagement and experiences
* Gain insight into the behavioral patterns of customers and prospects
* Understand the future of location data for your business
* David Bairstow, VP Products, Skyhook
* Prince Nasr Harfouche, Principal, Deloitte Consulting LLP
* Stewart Rogers, Analyst at Large, VentureBeat (Moderator)
The webinar will identify skills you need to setup modern marketing campaigns, using ABM as a lens to focus discussion on techniques, measurement, and pitfalls to avoid.
In this session, we will:
- Define ABM and the kinds of companies best suited to this approach
- Discuss the kinds of tools and processes needed for the perfect ABM “recipe”
- Discuss tips, tricks, and pitfalls when putting the ABM recipe together
In this fast-paced webinar, you'll learn how to use content to turn customers into volunteer marketers. Join best-selling author and digital marketing celebrity Jay Baer, and he'll unveil his framework for Talk Triggers: content that creates word-of-mouth.
In today’s sharing economy, people like to offer their insights and expertise. Let them.
By embracing your most loyal followers, you can gain authenticity and reach. Prospects and other customers are more likely to trust information when it comes from a third party, especially one with experience with your products or services.
Power users can deliver valuable insight through reviews and feedback, but they can also help with FAQs and basic customer support issues. This is especially true in the B2B marketplace, where knowledge and experience can pay huge dividends for employees and companies that use them.
This session will focus on creating loyalty programs that identify key supporters and power users, and then suggest ways to engage them to help sell and support the brand, ultimately boosting business.
70% of marketers have pledged to create more content this year. How are you going to stand out from the increase in blog posts, ebooks, and white papers across all marketing campaigns? Learn 3 ways to transform your PDF-first marketing strategies into stronger, more engaging experiences that connect with your audience!