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.
Paul Watts, The Consultative Selling ExpertRecorded: Oct 10 201944 mins
Top performing salespeople understand that the ability to negotiate is key to maximizing profit for their organizations. In this webinar we will cover how to effectively plan for and execute on strategic negotiations in high stakes deals.
You will learn:
1.The different types of negotiation
2.How to identify which type of negotiation is suitable for different situations
3.An in-depth planning process for important negotiations
4.How to effectively handle negotiations to achieve Win-Win outcomes
Sam Ngo and Connor BouthotRecorded: Oct 10 201946 mins
New data privacy laws continue to roll out worldwide. Browsers are doubling down on user-tracking behaviors. And with GDPR-esque laws coming to the U.S. — including the CCPA — companies need to provide a standard of consumer privacy.
What most brands don’t realize, though, is these data privacy measures offer an opportunity to build trust with their customers and garner greater customer loyalty. Consumers expect to give up data — if they get something in return.
A CDP with identity resolution functionality can help you unify and activate customer data on their terms. Be prepared to take advantage of new data privacy laws by joining our webinar.
Adam Leslie - European Leader Sales & Marketing SolutionsRecorded: Oct 10 201960 mins
Data is a vital asset for all companies – yet we are sitting on a huge mountain of it that we don’t use effectively.
89% of B2B sales and marketing professionals believe data quality drives the right campaigns but only half are confident in the quality of their data.
While many marketers know the pain of dirty data, they find it difficult to relay that to their stakeholders.
So how can this webinar help you understand the impact data quality can have on your business?
In this webinar, you'll learn:
1. What does best practice in data management really look like? And how to make a case for it?
2. Whats the true cost of poor data?
3. Understanding marketing's role at the centre of data-savy organisations
4. How promoting excellence in data quality can benefit your standing career as a marketer
5. Why data quality matters to stakeholders across the business - and how to get them onside
6. How do you create and maintain a culture of data quality in all teams and departments?
Adam Leslie is an expert in data commercialization, taking concepts through internal signoff, development, and sales to become a major revenue line.
Joel Harrison, editor-in-chief and founder at B2B Marketing. Joel is an evangelist for B2B and a regular speaker at conferences and at inhouse marketing team meetings.
Payal Jain, marketing director at JCURV and Women in Data. In 2016 Payal was recognised as the most influential data professional in the DataIQ Top 100 Leaders.
Ganesh Chelliah Perumal - Principal solutions engineer at Salesforce
Your personal data:
David Pitta, BrightTALK | Sangram Vajre, Terminus | Karen Steele, LeanData | Jon Miller, EngagioRecorded: Oct 9 201948 mins
The Marketing technology landscape is an endless shelf with countless offers, and lofty promises. The number of solutions on the market has doubled in the past three years to over 7000 vendors, each promising to revolutionize your tech stack.
In this session, we sit down with 3 visionary Chief Officers who have grown their businesses by cutting through the noise of option-paralysis and built winning MarTech stacks.
Katie Nachtwey, BrightTALK | Carol Meyers | Lee Roquet, Yellowfin | Kim Hahn, KustomerRecorded: Oct 9 201946 mins
Customer experience is becoming a top priority for businesses and 2020 will be no different. Now more than ever, a good customer experience has the ability to affect success more than quality of product or service a company delivers. Research shows that 86 percent of buyers will pay more for a better experience, so how are you setting yourself apart from your competitors?
Our panel of experts will dive into the importance of the entire customer journey, from collecting in-depth knowledge about your customers with key data to then personalizing their experience to ultimately entice loyalty.
Simon Gerzina, BrightTALK | Stephanie Stahl, Content Marketing Institute | John Williams, Verizon | Kevin Karnes, CleverTapRecorded: Oct 9 201952 mins
Most businesses are producing brand content for marketing purposes, but web traffic is rapidly accelerating toward rich media dominance. Streaming content can improve engagement by 18x and more than double your won deal conversions.
In 2020 content is no longer king, Rich engaging streaming content is king. Dive into streaming content to move customers or better yet, move them to action.
Katie Lewis, BrightTALK | Emily Pachuta, Invesco | Matt Preschern, ForcepointRecorded: Oct 9 201960 mins
Every year B2B marketers are faced with the same conundrum - drive more (and better) leads at a low cost. The goal is clear but the path to get there is not.
There is no one silver bullet for generating demand. In reality, a well-crafted demand gen strategy relies on a pool of carefully selected marketing channels, trustworthy data sources and constant optimization. In this panel discussion, we’ll discuss demand gen strategies for 2020, as well as predictions for the future of our industry.
Christa Kleinhans Tuttle, Entrepreneur, Experienced Marketer and CEO, Launch MarketingRecorded: Oct 8 201958 mins
Executive leaders that are willing to take risks and stay on the cutting edge of marketing trends often position themselves to capture lots of new business, talent and market share. The most successful leaders, however, know how to build a strategic foundation that is strong enough to support innovative trends while providing a tried-and-true baseline that keeps things grounded as the marketing landscape continues to evolve.
Join Launch Marketing’s Founder and CEO Christa Tuttle as she illustrates how webinar attendees can create best practices that can evolve into “next” practices, moving the needle on both innovative and stable success. This presentation will cover several cornerstones of B2B marketing, including messaging and positioning, integrated marketing plans, marketing automation and more.
Tamir Sigal, CMO, Quadient and Sam Melnick, VP of Marketing, AllocadiaRecorded: Oct 3 201956 mins
Savvy marketing leaders recognize that if they’re able to better understand and manage their teams’ investments they’ll be able to justify their spend to other executives. However, CMO Tamir Sigal realized he could do so much more by treating all of his data, including investment data, like a strategic weapon. By working with his team to create a foundational data strategy, he has been able to gain impactful insights from data and create a better experience for his organization by:
• Showcasing the financial impact of marketing programs in order to justify an increased headcount and budget for his team
•Empowering his team members to directly manage their own budgets because they have the insights to know where to best spend their next dollar
•Creating a culture where team members are encouraged to innovate because they know what has been successful and want to further expand in those areas
Mike Madden, Head of Commercial, Tim Ozmina, Sr. Marketing Specialist, Hayley Ferrante, Sr. Marketing Specialist, MarketoRecorded: Oct 1 201949 mins
- How to select lead generation programs and evaluate successes
- How to plan email and nurture programs to move prospects through each stage of the marketing funnel
- Strategic tactics to create sales-ready leads
Kevin Eikenberry, The Remarkable Leadership ExpertRecorded: Sep 30 201945 mins
Do you need more and more effective leaders in your organization? Are you unhappy with the efforts you have made in developing leaders in the past or just wish you could do more? Do you wish you got a higher ROI on your leadership development investments?
If you are interested in helping more leaders create better results for the benefit of their teams, themselves and your organization, this will be a great investment of your time.
Our organizations have never needed more effective leaders more than now; and yet most organizations feel something from a mild frustration to a serious pain regarding the effectiveness of their leadership development processes.
In this practical and relevant webinar we get back to basics and explore proven principles of leadership and learning. Then we will introduce a framework that will work; and give you a plan for applying your organizational needs, goals, and culture to the framework to create more effective leaders in your organization.
You will learn:
1.Identify the specific challenges with your current Leadership Development process
2.Describe a comprehensive framework that provides a starting point to create your organizational model
3.Identify a roadmap to implementation
Simon Gerzina (VP & Managing Director, BrightTALK) & Jeff Kunken (Director, Creative Accounts, BrightTALK)Recorded: Sep 25 201960 mins
Having a great concept and plan for producing a video project is only the beginning. With any rich media project, thinking through the objective and audience from the beginning is key to getting ROI. Equal emphasis should be placed on the eyes for the project as the project itself. The goals of the project must be specific and defined, with distribution and production following this.
In this session, Simon Gerzina and Jeff Kunken from BrightTALK will discuss how to take a holistic approach to planning your video projects with an emphasis on the distribution strategy to achieve better results and greater ROI. You will also hear from marketers on how their KPIs and goals directly shape webinar and video strategy.
Join sales management expert Steven Rosen and his guest sales leadership expert Jonathan Whistman for an insightful Fireside Chat. In this episode, they will share their insight on what it takes and how to become a STAR sales leader and Sales Boss.
Few PowerPoint, no videos, just open and frank discussion.
Expect an action-packed webinar filled with sales management gems, pearls, powerful insights and stories that will help you crush your sales numbers.
Effective sales leaders/sales bosses can produce tremendous results. The challenge is most sales managers are too busy to focus on becoming a STAR sales leader.
You will learn:
- How to become a STAR sales leader/Sales Boss
- What are the right Behaviors that sales bosses exhibit
- How Bosses impact the outlook of the team
- The skills necessary to be a STAR sales leader
- The impact your stature has on the team
Christopher Ryan, The B2B Revenue Growth ExpertRecorded: Sep 19 201945 mins
Companies of all sizes thrive or simply survive, based on their ability to develop a strong, consistent and repeatable pipeline. According to CSO Insights, 67% of CEOs polled stated that their #1 goal is acquiring new customers. Experts Jim Hale and Chris Ryan will share their top strategies used to accelerate pipeline growth at some of the most dynamic U.S. and international companies. In this dynamic and fast-paced presentation, you will learn the threats on both the marketing and sales sides, that can prevent pipeline growth and also discover the best opportunities you have to stop revenue leakage and get on a solid growth path.
Ryan and guest expert Hale will discuss important topics like: how to ensure that your pipeline numbers are accurate; why too much technology and processes can hurt you; why your messaging can be even more important than sales skills; how marketing and sales can work together synergistically to boost revenue faster; and why an account-based marketing (ABM) program may be your best bet for selling larger deals. Specific examples will be provided of companies that used these strategies to go from low-growth to high-growth.
You will learn:
1.What you need to fix now to get your pipeline in order.
2.The danger signals that your pipeline is in trouble.
3.How to use opportunity assessments to improve pipeline accuracy.
Why marketing plays a big role in sales pipeline growth.
Chaz Horn B2B Sales and Marketing StrategistRecorded: Sep 18 201945 mins
Join Chaz Hoirn B2B Sales and Marketing Strategist, for this presentation that will give you the five essential pillars.
When it comes to conquering LinkedIn, Chaz has come up with a system called TABS. He landed on that particular acronym because it’s all about keeping tabs on yourself and your business.
The “T” is for “technique.” Chaz stresses that technique isn’t about manipulation, but, rather, having the intention to serve. It also refers to being the driver of the sales and marketing process, as opposed to simply being a passenger.
The “A” refers to “attitude,” which means that you need to get in the proper mindset in order to perform to the best of your abilities. In the proper mindset, you’re able to bypass a lot of the fluff that might come your way and focus in on the core issues.
“B” is for “behaviors.” This is the process of not just putting yourself to action, but finding the right actions. A large part of successful behaviors has to do with consistency, thinking on the fly, and being spurred by your failures instead of debilitated.
The final letter, “S,” stands for “strategy.” This is all about finding an audience and establishing yourself as an authority. Without this, your audience has no reason to listen to you over anybody else and will happily scroll right past you to the next person.
Jeff Raymond, Executive Director, Client Engagement – Launch MarketingRecorded: Sep 18 201931 mins
At its best, an organization’s content anticipates the needs and interests of those they wish to start or advance a conversation with. It’s simply there when audiences need it and served up in an easily accessible and engageable manner that adds up to a positive experience.
Conversely, gaps in content availability, inattention to the steps required to get one’s content, and disconnected follow-up leads to negative experiences and, ultimately, unmet objectives.
Join us as we examine:
- How to assess whether you have the content you need
- What it takes to create a reliable and effective content engine
- The friction points that impede content engagement (and how to address them)
Clarice Lin | The ROI Doctor | Founder of BaselineLabs | Head of Content-AnalyticsRecorded: Sep 18 201948 mins
In recent years, many companies and marketers struggle to prove the return on investment in content marketing and how storytelling plays such a pivotal role in the overall business strategy. On the other hand, companies who focus only on Return-On-Investment (ROI) face unsurmountable challenges in turning new customers into returning customers.
If you want your company to outshine your competitors, return on emotion (ROE) is the real key in balancing your monetary returns and getting your customers return yet again and again.
In this session, I’ll share with you:
- Why measuring ROI is no longer sufficient in your customer acquisition and retention strategy
- What Return-On-Emotion is all about and why you’ve to focus on this key metric in 2020
- How to strike a balance between driving higher profits and keeping your customers happy and satisfied
Barbara Weaver Smith, The Large Account Sales ExpertRecorded: Sep 18 201935 mins
Description: Part #9 in the series Your Growth Ecosystem: Don’t Think Small About Your Big Accounts. For CEOs, Presidents, Founders/Owners, Business Development Heads, Sales VPs, and Key Account Managers of companies of any size, with special relevance to those with $10 million to $500 million in annual revenue. The series is a strategic, high-level approach to managing your organization to successfully sell and grow sales to multinational and global corporations.
When you have sold a deal into a big corporation, you will often have a delivery team inside that account, led by a project manager, at the same time that another sales rep or account manager from your company is working to land new business. The new business opportunity may be in another facility—in another region, a different subsidiary, even another country. Far too often, there is no contact between the team inside and the team selling new business. That’s a huge lack of foresight and opportunity, both to serve your client better and to improve your chances of success. This webinar is about how to manage your inside team(s) to produce steady new revenue from your large account.
You will learn:
1. What assumptions you should make about your global clients.
2. How management training and sales training needs to address these issues.
3. What opportunities you should be looking for.
4. How to use this circumstance to become a trusted advisor.
5. How to align your sales strategy with your customer’s strategic objectives.
David Pitta, CMO, BrightTALK and Val-Pierre Genton, VP Product Marketing, BrightTALKRecorded: Sep 18 201960 mins
In today’s B2B marketplace, competition is fierce. Buyers fall prey to one-size-fits-all marketing campaigns and pushy sales calls that often leave them feeling confused and uncertain in their decision. As the marketing landscape evolves, the word authenticity has become more and more applicable.
So, how do you prove your commitment to the customer through genuine content, ultimately winning their hearts and minds? In this live webinar, BrightTALK’s CMO David Pitta and VP, Product Marketing Val-Pierre Genton explain why authenticity matters and how to leverage this concept across your content, marketing, and sales processes.
In this webinar you’ll learn:
· How to tell authentic stories with your marketing content
· How to cultivate authentic buyer connections
· How to ground your decisions on authentic results
Rod Sloane, Linkedin Pirate, Linkedin as a ServiceRecorded: Sep 18 201936 mins
Join this talk to discover:
- What is a sales story
- Why you need a sales story?
- Why you need more than one story ...beyond the company story
- How to tell a sales story
- Storytelling Resources
- StoryTelling Creation
- Practising your Story
- Getting better at Storytelling
Chris Wickson, GM of Events, Integrate; Anjie Roberson, Senior Product Marketers, IntegrateRecorded: Sep 18 201928 mins
Join Integrate for an exclusive webinar to learn how forward-thinking B2B marketers are harnessing the power of face-to-face events, and turning them into a key revenue channel.
Physical events account for approximately 18% of total marketing budget spend, making them the biggest single area of investment for B2B marketers. Yet we’re often still unable to quantify success. Why?
Despite advances in marketing technology, when it comes to exhibiting, we’re still left using old-school lead capture methods like paper forms, badge scanners and business cards. The result? Poor quality leads, slow follow-up and missed sales opportunities.
Join this webinar to learn about:
•why the exhibition industry is holding back B2B marketers from maximizing ROI
•how modern marketers can evolve their approach to exhibiting by taking a unified view of event lead management
•a closer look at real world examples of event lead management success
Laura Kightlinger - Customer success director EMEA at Seismic SoftwareOct 15 20193:00 pmUTC60 mins
The modern B2B buyer has great expectations and an unprecedented amount of options.
They perform a majority of their research independently and if they do engage, they need value & insight delivered as quickly and seamlessly as possible.
Anything less wastes their time, and time kills deals.
How do sales and marketing teams come together to successfully address these challenges?
Join this webinar, hosted by Seismic Software, to hear a panel of experts share their real-world experiences, including:
1. Which industry trends are creating the modern B2B buyer.
2. What the challenges are adapting to this change.
3. How to equip your sales team for continued success.
4. How to effectively measure the ROI from alignment.
Laura Kightlinger is the director of customer success for EMEA at Seismic Software, where she is responsible for starting and scaling the customer success management team for the region, owning customer adoption and retention.
Joel Harrison is the editor-in-chief of B2B Marketing, and one of its founders. Joel plays a strategic role in the company, focusing on the development of all B2B Marketing's content, products and services – including events, training, reports and the magazine.
Matthew Norton - Director, Sales Excellence at Canon Europe
Adam Sharp - CEO and Co-founder of CleverTouch Marketing
Your personal data:
Connie Kadansky, The Sales Call Reluctance ExpertOct 15 20194:00 pmUTC45 mins
We all know that you cannot sell to someone you cannot get in to see.
Many sales trainers and managers give the glib advice of "just pick up the phone."
Well, for many salespeople, that advice just doesn't cut it.
Sales Call Reluctance is an emotional hesitation to initiate contact with potential buyers. It is fear, which is a mental response to a perceived threat. The good news is that it is a learned habit. You can unlearn it. Our habits are written in our bodies. Trying to overcome Call Reluctance mentally does not work in the long run. To become confident lead generators who are unstoppable, you need to involve your whole being, which includes your body posture, your emotions, and your language. When you are prospecting, your emotions are controlling the show.
You will learn:
1.The four different body postures that will positively influence your lead generation.
2.The emotions and feelings that stop most salespeople from being their best and what to do about them. You will learn how to navigate through the emotions of prospecting.
3.The internal language that can shift your focus and attention while prospecting and also on your sales calls.
Liz Heiman, Chief Strategy OfficerOct 23 20196:00 pmUTC45 mins
The funnel is a powerful sales tool. Once you understand what the stages of the funnel are and how the sales math works, the funnel will become the tool you use to manage your sales team as well as the corporate resources needed to support sales and delivery.
The stages of the funnel
The Sales Math
Using the Funnel to Predict
Using the Funnel to Manage Resources
Irene Rivkah Krasnoff, Digital Marketing & Sales Strategist, Sapir Management GroupDec 23 20194:00 pmUTC60 mins
Social Selling is the art of selling via social media. It's based on cultivating relationships and building authentic connections so that the selling process isn't awkward. As a result, your prospective client isn't defensive, anticipating having to say "no" to you. Why? Because you already laid the groundwork by building relationships via social media, and establishing a deep sense of trust where you're seen as the expert. Soulful social selling is about framing the sales conversation as a two way process to dig deeper into their specific challenges in a totally relaxed environment where the prospective client feels it's OK to say no.
You can even sell via livestreams and get "hell yeses!"
By using social media to produce compelling and valuable content, you're laying the groundwork during the early stages of the marketing and sales cycle for the client to internally say "yes" to your products or services. You'll learn how to use social media to develop relationships across 4 key phases: captivate your ideal clients' attention, cultivate online conversations, connect with your ideal clients and deepen the relationships & convert to paying clients without resorting to closing techniques that feel contrived, manipulative and product focused versus client focused.
Social selling is soulful because you're relying on your intuition to guide the conversation versus using a rigid structure. The conversations are still structured, but you have the flexibility to move in a different direction based on what your ideal client shares with you.