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How to Build and Monetize an Online Event Community

David Kreitter & Quoc-Thai Dang, Demand Generation Team, BrightTALK
With the explosion of webinar and video usage across all industries for lead generation, awareness and training, organizations are now starting to realize the benefits of a community based marketing approach to online events. Join this webinar as Quoc Dang and David Kreitter of BrightTALK share the components of a success event community and the steps to build and monetize your own.

You will learn:

How to build a content creation machine from within your community
How to build your community with paid, earned and owned audiences
How to monetize your online event community with sponsorship, membership or sales followup success
How to track the success against your business goals
Jun 28 2012
48 mins
How to Build and Monetize an Online Event Community
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  • The Modern Marketing Experience offers an unprecedented opportunity to gain insights at a single premier event presented by Oracle. Experts in marketing automation, social marketing, content marketing, and big data will present you with the strategies and tactics you need to make modern marketing succeed in your organization. Engage with BrightTALK at MME15!
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    So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.
  • Speakers:
    John Koetsier: VP Research; VentureBeat
    Kristina Wallender: VP Marketing; Ticketfly
    Kelly Seelig: Head of Marketing & Communications; Blue Jeans Network
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    Abstract:

    In a 2,000-product marketing technology ecosystem, marketing clouds attempt to bring all the functionality you need into one place, in one system of record, with one unified profile of your customers, and one unified, simple user interface to control it all.

    At least, that’s the theory. To find and report the reality, we surveyed 1,483 marketing technologists, studied marketing cloud penetration data on 10s of millions of websites, combed through vendor financials, conducted more than 20 personal interviews, collected over 150 feature and functionality data points on 19 vendors, and gathered and analyzed revenue share statistics for key vendors.

    Our webinar will be a condensed overview of our VB Insight Marketing Clouds report, which covered:

    - What is a marketing cloud, anyways?
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    - Our scoring matrix
    - Vendors’ scores on 12 different categories
    - VB’s “best bet” marketing clouds for enterprise, midmarket, small companies, and startups
    - What existing marketing cloud clients say about what ROI they’re getting, what effect having a marketing cloud has had on their marketing, how long they took to research marketing clouds, how long it took to set up their marketing clouds, how much they intend to invest next year.

    Sponsored By: SDL
  • Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • 2015 is the year of customer experience. If by now you are not offering your customers a highly personalised and targeted experience then you can be sure your competitors are.

    Whether you are just starting out with customer segmentation, or you need some fresh ideas for increased targeting this is a must attend webinar. Pure360 Account Manager, Lauren Hudson, will talk you through six segmentation strategies that will help you to offer the best customer experience possible, in turn significantly increasing your email ROI.

    By attending this webinar you will:

    - Learn six key segmentation strategies that will improve your ROI

    - View up to the minute big brand segmentation case studies

    - Understand why segmentation should form a key part of your email strategy moving forwards
  • Skip Fidura will be discussing the challenges of building a multi-channel strategy, with email at its heart.
  • This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.

    You’ll learn more about:

    The importance of email marketing
    How to make sure your emails get in your subscribers inboxes
    Ways to grab the attention of your recipients
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    Testing to optimize your customer journeys
  • Speakers:
    Stewart Rogers: Director, Marketing Technology; VB Insight
    Tia Newcomer: Vice President, Marketing; Cord Blood Registry
    Ryan Steingard: Director, Retention Marketing; Zulily

    Abstract:

    A complete report on the current state of cost, payback and return within marketing technology.

    In this edition of the State of Marketing Technology, we look at the total cost of ownership across the most popular martech categories and show the ROI attributable to each of them.

    Which categories and tools provide the biggest return, and which are a waste of money?

    Which are the most expensive to own?

    Which tools might be best suited to your size of organization, and which should you discount from your selection criteria?

    And how do ROI levels change during different stages of marketing and sales?

    We also look at different approaches to marketing technology management, including insights on the shift from on-premise to cloud-based solutions, and uncover the reality of how many marketing technology projects fail to return on their investment.
  • Marketing and sales each have their unique role in the B2B buyer's journey. Both teams share in the responsibility of closing deals. When it comes down to driving revenue, these two groups need to be in lockstep — armed with killer campaigns, insight into prospect activities, and the ability to read the buyer’s mind so they can deliver relevant resources throughout the sales cycle. Enter the Pardot and Salesforce powerhouse.

    Join us as we take a look at how Pardot unites sales and marketing. Walk through a short demo with Phil Simpson, Sales Manager at Pardot, and learn how both teams can benefit from the power of Pardot and Salesforce to create more opportunities, close more deals, and, ultimately, boost their company's bottom line.
  • Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.

    Learn how to:

    • Avoid common mistakes that put prospects off content.
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    • Increase engagement: dwell times; repeat visits and interaction.
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  • Channel
  • Channel profile
  • Connecting the Stack - Integrating Webinars and Videos with Marketing Automation Apr 30 2015 10:00 am UTC 45 mins
    Adam Sharp, MD and Co-founder at CleverTouch and Stuart West, VP Strategic Accounts at BrightTALK
    It is an exciting time for marketers investing in technology! The number of tools and platforms available is growing exponentially, all promising to make marketing easier, more efficient and more successful.

    What can you do to ensure your new tools play nicely together? Specifically, your webinar and video platform and marketing automation.

    In this webinar, BrightTALK’s Stuart West will be interviewing Adam Sharp, Co-founder and MD of the largest independent marketing automation consultancy in the world, CleverTouch. During the session, Adam will share the processes, metrics and workflows your organisation can implement to ensure your webinar and video technology feeds your marketing automation efficiently and seamlessly.
  • 5 Common Lead Generation Myths Busted Apr 23 2015 4:00 pm UTC 60 mins
    Jen Gray, Extole; David Pitta, Directly; Janelle Johnson, Act-On Software; Stacy Gentile, Invigra
    In recent years, changes in the buyer’s journey have had an enormous impact on marketers. The shift from outbound to inbound marketing has forced marketers to prioritize tactics like content marketing and search engine optimization over advertisements and cold calls to most effectively generate quality leads. The question is, what’s working and what is outdated?

    In this webinar, our panel of experts will discuss and debunk five of the most popular myths about lead generation:

    1. Social media is ineffective for lead generation
    2. New leads are immediately ready to be contacted
    3. Webinars are a tired lead generation tactic
    4. Lead quantity is more important than lead quality
    5. Marketing qualified leads are unnecessary
  • Mining for gold: 5 do's & don't's to turn your leads into MQLs - EMEA Edition Apr 22 2015 10:00 am UTC 45 mins
    Katrina McEwan, Marketing Campaign Manager EMEA at BrightTALK
    Modern marketers need leads like humans need food and water. We all buy leads from multiple sources to ensure we can provide our sales teams enough marketing-qualified leads (MQLs) to hit their revenue targets. But how do you ensure those leads are qualified enough to become an MQL? In this webinar, we'll share best practices for mining your leads into MQL golden nuggets.
  • Mining for gold: 5 do's & don't's to turn your leads into MQLs Apr 9 2015 4:00 pm UTC 45 mins
    Cameron Jahn, Director of Product Marketing, BrightTALK
    Modern marketers need leads like humans need food and water. We all buy leads from multiple sources to ensure we can provide our sales teams enough marketing-qualified leads (MQLs) to hit their revenue targets. But how do you ensure those leads are qualified enough to become an MQL? In this webinar, we'll share best practices for mining your leads into MQL golden nuggets.
  • Engaging Buyers with Webinars and Videos on BrightTALK - EMEA Edition Apr 9 2015 10:00 am UTC 45 mins
    Simon Lees, Chief Customer Officer at BrightTALK
    Modern professionals source solutions to business problems from a variety of digital channels. As B2B marketers, the challenge is discovering which channel is best at engaging and influencing buyers.

    BrightTALK is one of these channels. 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's customers are:

    - Creating rich media and online events as part of their content marketing mix
    - Accelerating lead generation with a strategic mix of paid BrightTALK programs
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  • Modern Marketing Experience 2015: What to Expect Recorded: Mar 27 2015 3 mins
    Steve Woods at Nudge, Jeff Rummer at Covidien, Brian Kardon at Lattice Engines, and Cristian Tarazona at Equifax
    The Modern Marketing Experience offers an unprecedented opportunity to gain insights at a single premier event presented by Oracle. Experts in marketing automation, social marketing, content marketing, and big data will present you with the strategies and tactics you need to make modern marketing succeed in your organization. Engage with BrightTALK at MME15!
  • How to Use Webinars and Videos at Each Stage of the Sales Funnel Recorded: Mar 24 2015 42 mins
    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
  • How to reach and influence buyers on BrightTALK Recorded: Mar 18 2015 40 mins
    Val-Pierre Genton, VP of Global Audience Business and Cameron Jahn, Director of Product Marketing at BrightTALK
    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
  • Next Generation Content Marketing - Do you have what it takes? Recorded: Mar 18 2015 61 mins
    Moderator: Lindley Gooden, plus BrightTALK, Eventbrite and Ledger Bennett
    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.
  • Marketing Operations for Webinars Made Easy - EMEA Edition Recorded: Mar 11 2015 39 mins
    Katrina McEwan, Marketing Campaign Manager EMEA at BrightTALK
    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
  • Marketing Operations for Webinars Made Easy Recorded: Feb 26 2015 56 mins
    Kaitlin Stich, Sr. Marketing Manager, BrightTALK
    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 Success - Techniques for Legendary Marketers Recorded: Feb 25 2015 45 mins
    Phil Cooper, Closer Still Media and Katrina McEwan, Marketing Campaign Manager, BrightTALK
    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
  • How to Nurture Prospects in the Modern B2B Buying Process Recorded: Feb 24 2015 49 mins
    Melanie Turek, VP of Research, Frost & Sullivan; Tom Kahana, Sr Director, Marketing Operations, Limelight Networks
    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.
  • 2015 BrightTALK webinar benchmarks report: Highlights & analysis - EMEA edition Recorded: Feb 10 2015 42 mins
    Peter Rance, VP Product Management & Morgan Cantrell, Product Manager at BrightTALK
    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
  • 2015 BrightTALK webinar benchmarks report: Highlights and analysis webinar Recorded: Jan 29 2015 56 mins
    Kaitlin Stich, Sr. Marketing Manager at BrightTALK
    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
  • Demand Generation in EMEA - How to Drive Demand from Webinar & Video Programmes Recorded: Jan 28 2015 42 mins
    Katrina McEwan, Marketing Campaign Manager EMEA at BrightTALK
    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:
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    - EMEA marketers wanting to launch their own webinar and video programme
  • Demand Generation: Tips, Tricks and Tales from the Front-Line Recorded: Jan 22 2015 51 mins
    Ray Coppinger, Online Marketing Manager at Marketo
    Join Ray Coppinger, Online Marketing Manager at Marketo and demand generation veteran as he presents how to achieve better results through smarter marketing and how to analyse the performance of your marketing campaigns with the metrics that matter most.

    In this session, gain valuable insights on demand generation, specifically:
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    - Best practices for measuring and analysing campaign performance

    Register now for this live webinar and discover how you can fine-tune your demand generation efforts today!
  • Accelerate the Prospect Buying Cycle: Are You Ready to Deliver? Recorded: Jan 20 2015 42 mins
    Melanie Turek, VP Enterprise Communications, Frost & Sullivan, Sinan Kanatsiz, CEO and Founder IMA
    As the world continues to grow more mobile and social, customers are changing the way they approach buying decisions.

    - Customers today are educating themselves on their options long before they pull the trigger on a purchase.
    - They are increasingly turning to trusted advisors for recommendations and advice, rather than static information sheets from the seller or manufacturer.
    - They are looking for information from more-advanced sources, delivered in new ways like webinars, videos, and interactive content.

    Marketers must deliver useful information in a way that is easily digested, conveys relevant content (including reviews, case studies and best-practice recommendations), and encourages attendees to participate and share information. Finding the right platform for delivering value is key. Please join us for a webinar to learn more about the changes in consumer education and the buying cycle; what types of content and services are required for success; and how to evaluate platforms to ensure you get the biggest return on investment.
  • Get more leads: How to build a demand-centric webinar & video strategy for 2015 Recorded: Dec 16 2014 47 mins
    Kaitlin Stich, Sr. Marketing Manager, BrightTALK
    Sales-ready leads are in constant demand. Webinars and videos offer a proven technique for identifying a target audience that is self-educating on pressing business objectives and for moving relevant audiences down the sales funnel. The challenge for marketers is creating repeatable, efficient processes for growing webinar and video programs to achieve greater revenue results year over year.

    Create more demand from your webinar and video programs in 2015. In this session you will learn how to:

    - Develop a content calendar that fills every stage of the funnel
    - Determine metrics for overall content views and qualified sales leads
    - Structure automated campaigns for faster follow up
  • Life after Automation Recorded: Dec 11 2014 49 mins
    Moderator: Kaitlin Stich, BrightTALK; Mark Donkin, Successflow; Daniel Kushner, Oktopost
    When thinking about marketing automation everyone jumps to software purchases. But what happens after the purchase? Does this big piece of software solve all you marketing problems?

    Most marketers find that the biggest challenges with marketing automation come from implementing and running it. From creating the right content to ensuring and the lead flow is strong enough, marketers sometimes find it hard to find results after automation.

    Join this panel of experts as they discuss what it takes to make automation a success in your business.
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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  • Title: How to Build and Monetize an Online Event Community
  • Live at: Jun 28 2012 4:00 pm
  • Presented by: David Kreitter & Quoc-Thai Dang, Demand Generation Team, BrightTALK
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