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BrightTALK Academy

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Webinar and Video Knowledge - From Beginner to Advanced

The BrightTALK Academy features the fundamentals of executing webinars and best practices to develop channel owners into advanced hosts.

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How to Use Webinars and Videos at Each Stage of the Sales Funnel Rob Arnold, Industry Principal and Program Manager at Frost & Sullivan Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.

In this webinar Frost & Sullivan will discuss:

•What moderns buyers expect from lead generation content
•When to use webinars and videos in the sales funnel
•Tailoring the message to fit each stage of the sales cycle
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Mar 24 2015
42 mins
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  • Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.

    In this webinar Frost & Sullivan will discuss:

    •What moderns buyers expect from lead generation content
    •When to use webinars and videos in the sales funnel
    •Tailoring the message to fit each stage of the sales cycle
  • Modern professionals are more connected than ever. This connectivity enables them to source business solutions and grow their careers across a variety of digital channels. The challenge for B2B marketers wanting to connect with these professionals is identifying the channels where their buyers are the most engaged.

    One of these channels is BrightTALK. Millions of professionals and businesses use BrightTALK to connect, learn and grow through shared knowledge and insights. And according to Frost & Sullivan, these professionals are among the most engaged buyers out there. In this in-depth session we'll discuss how BrightTALK helps customers:

    - Include rich media and online events in their content marketing mix
    - Accelerate lead generation with a strategic mix of paid BrightTALK programs
    - Get warm leads who engage with relevant content mapped to the sales funnel
    - Qualify and convert leads more effectively into loyal customers
  • The job description of a content marketer has evolved dramatically over the last few years. Having initially morphed from a creative function into a publisher/distributor role, we are now entering the era of the next generation content marketer - not only capable of creating and distributing compelling content, but also with technical, operational and analytical acumen to develop, refine and measure campaigns.

    In this live video panel, experts will discuss what it takes to be a leading content marketer in 2015. From buyer journeys and personas to usage management, format innovation and analytics, this video will discuss the role and responsibilities of a next generation content marketer.
  • As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

    For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

    This session will highlight best practices to achieve webinar program success, including:

    - Reporting on webinar program performance and ROI
    - Scoring webinar data in your marketing automation system
    - Routing webinar leads and engagement information to sales
    - Establishing a set of webinar program KPIs
  • As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

    For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

    This session will highlight best practices to achieve webinar program success, including:

    - Reporting on webinar program performance and ROI
    - Scoring webinar data in your marketing automation system
    - Routing webinar leads and engagement information to sales
    - Establishing a set of webinar program KPIs
  • Event sponsorship can be the biggest purchase a marketer will make. If done well, events provide a unique platform for face-to-face interaction with prospects, which is unrivalled through other marketing programmes.

    However, with a growing focus on ROI, they can also be a costly mistake if not executed correctly.

    In this webinar, Phil Cooper from Closer Still Media will use his experience of organizing one of the largest cloud computing tradeshows in the world, to share success stories and practical tips that will leave you stand full to bursting.

    Agenda

    -Picking the right event
    -Lead generation and capture tactics
    -Giveaways, competitions and gorilla marketing
    -Avoiding empty booths
    -Post event follow up and ROI
  • Smart marketers know that all audiences are not created equal. While it can be beneficial for branding to reach a mass audience, if the goal is to sell products and services, it’s critical to speak to the people who hold the purse strings—and to the people who influence the people who hold the purse strings. In today’s B2B buying cycle, there are often multiple buyers, any of whom may or may not control the budget allocated for a given purchase. And yet, without buy-in from those stakeholders, the sale will never close.

    Join us for am information-packed webinar to learn more about how to identify and appeal to everyone who might impact a buying decision. Melanie Turek, Vice President of Research for Frost & Sullivan will explain why the buying decision-making process is changing, and present data on how best to reach out to multiple influencers.
  • In 2015, marketers will be challenged to think more strategically about the content they produce and how it is leveraged to drive demand for their business. With the abundance of information at the buyer’s disposal, webinars have become a critical tactic for converting prospects further down the education and buying cycle. Yet, the art and science of a successful webinar program is evolving rapidly.

    The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

    - How to plan webinar promotions
    - What to expect during a live webinar
    - Which features are driving the most engagement
    - How to utilize webinar data to convert leads to opportunities
  • In 2015, marketers will be challenged to think more strategically about the content they produce and how it is leveraged to drive demand for their business. With the abundance of information at the buyer’s disposal, webinars have become a critical tactic for converting prospects further down the education and buying cycle. Yet, the art and science of a successful webinar program is evolving rapidly.

    The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

    - How to plan webinar promotions
    - What to expect during a live webinar
    - What features are driving the most engagement
    - How to utilize webinar data to convert leads to opportunities
  • Marketers in EMEA face unique challenges when developing a demand-centric webinar and video programme.

    In this webinar, Katrina McEwan, Marketing Campaign Manager EMEA at BrightTALK, will share strategies and best practices that will enable EMEA marketers to create repeatable, efficient processes for establishing and growing webinar and video programmes that drive results in 2015.

    Agenda
    - Challenges for EMEA demand generation
    - Content strategies aligned to the funnel
    - Content aligned to lead nurturing programmes
    - Generate more qualified EMEA leads

    This webinar is suitable for:
    - EMEA marketers wanting to leverage content from their global counterparts
    - EMEA marketers wanting to launch their own webinar and video programme

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