Marketing Operations and Automation

Community information
The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Webinars and videos

  • Collaboration, coordination, and consistency around marketing campaigns and messaging can be challenging when running a global marketing organization. Without the ability to store, share, and monitor your campaigns and content on a common platform, marketers struggle with communicating across the silos of their company. The potential result of this disconnect can range from wasted content to inconsistent messaging.

    Join this webinar with Fathom, a top digital marketing agency, to learn how their marketing team works together with Box to save time, keep branding consistent, and increase efficiency.
  • Collaboration is crucial when it comes to your marketing team. No matter if you're based locally or globally, the concept of work and the way we interact is completely changing. With smartphones and tablets taking over our lives, efficient collaboration, coordination, and consistency around marketing campaigns and messaging can be challenging when running a marketing organization.

    Join this webinar to discover:

    - The latest and greatest in marketing automation and file sharing platforms
    - Content collaboration tools that save time and keep branding consistent between teams
    - How centralizing assets can ease global content translation and localization
    - Real-time content and campaign sharing that can spark new ideas and educate your organization
  • Jeanne Bliss, Author of The Chief Customer Officer, will break down how to deliver meaningful customer experiences that drive profitability and growth. It’s not about a point in time; it’s about a process that leads to customer rave. Learn 5 key competencies every company must have and why a new kind of executive – the Chief Customer Officer – is paramount to this process.

    Omer Gotlieb, Chief Customer Officer at Totango, will follow Jeanne to briefly share his experiences in setting up Totango's customer success team and how they strive to continuously deliver value to their customers.
  • Während in Deutschland immer mehr Marketing-Verantwortliche Content-Marketing einsetzen, haben viele noch keine dokumentierte Content-Strategie entwickelt. Dabei ist klar, dass die verschiedenen Content-Marketing-Taktiken dann am effektivsten sind, wenn Sie strategisch geplant und umgesetzt wurden. In diesem Webinar lernen Sie, wie eine Content-Strategie vorbereitet, geplant und ausgeführt wird und wie Sie deren Wirksamkeit messen - auch auf mehrsprachigen Webseiten. Von Buyer Personas bis zum Redaktionsplan und mit Praxisbeispielen einer breiten Palette von Unternehmen bietet dieses Webinar eine Reihe von Werkzeugen, um Ihr Content-Marketing effektiver zu machen.

    Frank Hartkopf ist Head of European Content bei NewsReach, einer internationalen Content-Marketing-Agentur mit Sitz in London. Als Deutscher in Großbritannien ist es ihm eine Herzenssache, deutsche Vermarkter dabei zu unterstützen, die Kraft des Content-Marketing besser zu nutzen.
  • Der heutige Kunde hat sein Kaufverhalten stark verändert. Er entscheidet nun selbst, wann und was er kauft. Wir Marketer müssen nun einen Weg finden unsere Marken auch ohne den Einsatz von Push-Marketing in den Fokus zu stellen. Inbound Marketing geht genau diesem Ansatz nach und richtet sich auf den Konsumenten und seinen Interessen aus. Dieses Webinar wird zeigen, wie Marken Inbound Marketing erfolgreich einsetzen können und warum es der Schlüssel zum schlussendlichen Erfolg ist. Nur ein persönlicheres Marketing wird in der heutigen Zeit Bestand und Erfolg haben.Lassen Sie 2014 das Jahr Ihres Erfolges sein und richten Sie Ihre Wettbewerbsstrategie durch dieses Webinar neu aus.
  • Die Präsentation stellt die Ursachen für das Aufkommen von Inbound Marketing und Content Marketing vor.
    Aus diesen Ursachen wird abgeleitet, dass es sich bei diesen Marketing Ansätzen nicht um kurzlebige Hypes handeln kann, sondern um Methoden-Ansätze, die im modernen Marketing unverzichtbar sind.
    Die Präsentation stellt die Schlüsselelemente jeder Inbound/Content Marketing Implementierung vor und erläutert sie.
    Abschließend werden Empfehlungen gegeben, zur Optimierung von Content Marketing Programmen.
  • Mit Inhalten erfolgreicher verkaufen. In diesem Webinar spricht Daniel Horzetzky, Head of Content Marketing - plista, über die Entwicklung der Kommunikation zwischen Brands und Konsumenten und welche Rolle dabei Content Marketing heutzutage einnimmt. Neben einigen Content Marketing Beispielen aus dem B2C und B2B Bereich geht Daniel Horzetzky auf wichtige Faktoren der Content Strategy ein und erläutert in diesem Zusammenhang insbesondere die Rolle der aktiven Verbreitung von Inhalten(Content Distribution/Content Discovery). Welcher Content eignet sich um verbreitet zu werden, welche Kanäle gibt es und was sollte man beim distribuieren von Inhalten noch beachten, um nicht nur Leser für den Content zu begeistern sondern ebenso neue Kunden zu generieren und mehr abzuverkaufen.


    Daniel Horzetzky ist seit 2011 Head of Content Marketing bei plista in Berlin. Zuvor war er 5 Jahre beim Axel Springer Verlag in verschieden Positionen tätig u.a. im Print und Online Sales sowie zuletzt als Crossmedia-Berater bei BILD/BILD.de. Das Berliner Unternehmen plista bringt über seine Content- und Werbeplattform Advertiser und Publisher zusammen. Der eigens entwickelte Empfehlungs-Algorithmus von plista ermöglicht es redaktionelle als auch Sponsored Content an passende User, nach Lese-& Klickverhalten auszusteuern.
  • The last decade has seen significant changes to the social fabric of the UK. The new version of Experian’s Mosaic has identified new consumer groups like ‘Boomerang Boarders’ and ‘Rural Vogue’, which have changed the landscape of society beyond recognition. Understanding these changes and what they mean for your marketing strategy is now more important than ever.

    Join this live webinar to:
    - Understand how UK consumer profiles have changed
    - Find out what these changes mean for your marketing strategy
    - Get intelligence to reach your customers with the right message at the right time, every time

    Danny Thompson has been with Experian for over 13 years and has overall responsibility for the portfolio of customer insight products. For the last two years he has been dedicated to the development of Mosaic in the UK with the remit to deliver new and in-depth consumer insights utilising a mix of data innovation, analytics and cutting edge technology.
  • The Single Customer View is for making informed decisions, not just storing data.

    Marketers work with data from everywhere. Marketing databases, data marts, and customer databases have been talked about, built and rebuilt. In this webinar, we explore how simply gathering data to power intelligence isn't enough, the data must better inform the marketer to make better decisions - it must provide wisdom. We discuss how the fundamental facets of our personal relationships can be incorporated into a Single Customer View providing memory, perspective, and a trustworthy foundation for analytics, segmentation and campaign management.
  • Marketing and presentations go hand in hand; whether it’s a pitch, a presentation to the board, or simply a staff briefing, most marketers accept that presentations are part and parcel of the job.

    Whether you’re a seasoned on-stage rock star or just starting out, this Silverpop Book Club webinar will introduce you to the formula behind powerful presentations.

    The book; The Presentation Lab brings together ten years of presentation experience and development allowing readers to access the very latest thinking and apply it to their own presentations.

    Author Simon Morton founded a consultancy and design service that started in a spare bedroom in the UK and went on to become one of the best regarded presentation companies in the world.
  • Maximizing the trade show, conference and exhibition is always a priority for high performing technology marketers. Marketers will have multiple goals covering brand development, awareness, customer engagement and pure lead generation. Join Quoc Dang of BrightTALK and Thomas Stanley of Cloud Expo Europe as they discuss getting the most out of the event.

    You will learn how to:

    How to make impactful content at a physical event
    How to avoid the pitfalls that marketers consistently make
    How to engage with the best prospects before, during and after the event
    How to enrich nurturing and trigger based campaigns with event content
    How to measure the impact of your event on revenues using CRM and Marketing Automation tools.
  • The role of the B2B marketer has changed because of technology, and this change has been led by an evolution in buying and selling driven by technology. Marketing systems are collecting incredible amounts of data about millions of different (often fleeting) interactions that is practically never applied to anything useful. Furthermore, many technology systems are not properly integrated, and/or their implementation strategy did not plan for broader communication between complimentary technologies. We know both more and less about our prospects than ever before, all because of technology.

    Campaign automation strategy needs to support a broader, more strategic approach to Demand Generation that involves aligning people, process, content and technology around the buyer in order to better support their purchasing journey.

    In this panel discussion featuring demand generation and marketing automation experts, we will discuss how B2Bs should outline their Demand Generation strategy … before they make their marketing technology decisions.
  • Is there more to Marketing Automation than selecting the right vendor and going on their training courses? I think there is.

    I led the deployment of Marketing Automation at IBM in the UK - now the largest B2B Automation deployment on the planet. Since then I have helped several organisations get ready for marketing automation and have concluded that project success is dependent upon the vision you create, the planning you do, the expectations you create and the buy-in you achieve as much as it is about the software.

    Join this webinar to hear me share lessons from this and other MA projects - perhaps it could give you that little insight that would make the difference to your success.
  • - Marketing automation is one of the fastest growing components of the $4.0 billion CRM market. Marketers are moving from traditional email marketing to marketing automation. This presentation covers how to use marketing automation and how to implement it cost effectively, plus three B2C case studies

    - The presenter is Mark Patron, CEO of RedEye, who has over 25 years’ experience in data driven marketing.
  • Many of today’s B2B marketers and sales teams are going full-speed ahead to implement the newest social technologies and run complex nurture campaigns. Unfortunately, results often don’t live up to expectations. Is it because they need more content or better marketing and sales integration? Some might say “yes,” but those are missing the most important step of the customer acquisition process: Knowing Your Buyer.

    Not convinced? In this 20 minute video interview with 10 minute audience Q&A Christine Crandell and Amit Varshneya, Vice President, Consulting Services, Demandbase will have a live debate on why knowing your buyer is the game-changing missing that can transform sales and marketing.
  • Ah! You just sent all your requirements for a new campaign to your automation agency or internal resources and forgot a couple of points. Again. What if you could use a template that includes a collective wisdom of several marketers and a checklist?
    The webinar will cover several template types you can download and use for your next campaign:
    - automated campaign template with a check list
    - campaign review list for stakeholders
    - email templates considerations (best practices, translation ease, etc.)
    - Word document template anybody can use for internal emails
  • Engagement with prospects is always a challenge - in both marketing or sales. It would be great to be able to send a quick email to each of our leads on an individual basis - but is this always a realistic option? Lead nurturing helps address this engagement challenge and helps deliver the right information to the right leads at the right time.

    Join Mathew Sweezey, author of "Marketing Automation for Dummies," as he addresses the challenges of lead engagement for both marketing and sales teams and gives us valuable information on how lead nurturing can help solve this problem.
  • In today’s world, it has become the norm for companies to spend large amounts of time and resources on social media marketing. Links to your site from Facebook, Twitter, Pinterest and (of course) Google+ not only drive traffic to your site, but increase your search rankings. So how can you complement the SEO value accrued via social media? Bring the social conversation onto your site through social communities.

    Join the SEO experts from Titan SEO, who will provide tips on how social communities can drive SEO lift with DNN’s social community platform, Evoq Social.
  • Marketing automation delivers high-quality leads, shorter sales cycles and increased customer lifetime value. So why do only nine percent of SMBs use automation software?

    Marketing automation myths make marketers believe they need big budgets, specialists on staff or no software at all. Separate fact from fiction by joining us for a special session about marketing automation.

    He’ll help you:
    · Understand how marketing automation software can work within your budget
    · Grow business by arming existing staff with easy-to-learn automation skills
    · Simplify core activities to drive leads, increase prospect quality, and generate revenue