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.
Ten years ago, The Content Wrangler published details about a survey that found most documentation managers don’t use metrics as a performance measure. Has that changed? Have documentation managers stuck to their old, metric-less ways, or have they all become “quants” in 10 years’ time?
Join Paul Perrotta, sitting in for Scott Abel, The Content Wrangler, and his special guest, Barry Saiff, CEO of Saiff Solutions. Barry is the author of The Seven Habits of Highly Effective Technical Communications Leaders, and a 30-year veteran documentation leader. He will lead a discussion about the ins and outs of calculating costs and return on investment for documentation projects.
Attendees will learn from the results of a real-world case study of a technical documentation project that required technical writing, technical illustrations, and a couple of key metrics: cost per page and pages per date. You’ll learn how difficult it was for the team to track, calculate, and report these seemingly simple numbers and how they overcame these challenges. You’ll discover the connection between measurement and process design and learn valuable lessons that should help you avoid getting lost in the weeds of data- and cost-tracking.
There’s no need to panic! Yes, the GDPR is fast approaching, taking effect May 2018, and it’ll definitely affect how marketers email prospects and customers in Europe, but while there’s no reason to panic, you’ll definitely want to prepare.
That’s why we’re here! We want to help you make the transition easier by equipping you with the information and guidance you need to successfully move forward with your awesome marketing efforts to the EU.
If you’re a global business, actively marketing to individuals in the European Union, join this webinar to learn:
* An overview of the GDPR;
* What your obligations are as you market to the EU, regardless of where you’re located;
* What GDPR entails and how it affects marketers’ day-to-day responsibilities;
* What regulations you’ll need to comply with; and
* What resources are available to help you gather more information
Are you thinking about incorporating tone into your content strategy? If so, you've probably seen how confusing this topic can be.
We know, because we are human beings, that language can misfire. Tone is where understanding and emotion come together – and sometimes that’s messy.
Join Paul Perrotta, sitting in for Scott Abel, The Content Wrangler, and his special guest, Pierre Gagnier, Content Strategist at ADP Innovation Lab, for this free, one-hour webinar. Pierre will show you how a team of researchers at ADP were able to tame some of the trickiness of tone and measure its impact. What they learned will help you to make sense of tone and change it from a source of risk into a tool for creating effective content.
Attendees will learn about 1) a simple, workable set of definitions that you can use to promote shared understanding among stakeholders of what tone is; 2) A framework for identifying and applying tone attributes so that you can create a foundation for consistent practice, and 3) Some typical factors that will help you to see how tone can go awry and will help you create your own risk factors.
ABOUT THE PRESENTER
Pierre Gagnier is a content strategist at ADP's Innovation Lab in New York. He works extensively with user experience researchers to help ADP web and mobile product teams align their content strategies consistently with users' realities.
What if the music industry had created Napster before their industry was turned upside down? Or if Blockbuster acquired Netflix and became the streaming powerhouse? What would these businesses look like today if they had more readily responded to a changing market? Recently, wellness and fitness company, Beachbody, found themselves faced with a customer base whose needs and behaviors were drastically shifting. Instead of maintaining status quo, Beachbody forged a new, transformative path and set goals to serve more people, get them more engaged and serve the company.
Join Beachbody CTO, Gerry Campbell, at the Digital Velocity conference, as he shares a true story of digital transformation and walks us through how the organization laid out goals and plans to holistically transform their digital business to adapt to the changing expectations of customers.
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!
Companies with multiple products often struggle to calculate accurate Customer Lifetime Value (CLTV) across their portfolio. This is because user data is often analyzed in silos so companies are unable to get a clear picture of ROI and CLTV across platforms, devices and apps.
In this webinar we’ll look at how you can apply a holistic and complete approach to your CLTV and ROI through the lens of gaming companies, though this technique is applicable for any company who has products spanning platforms.
We’ll also explore:
How the integral power of data in business has shifted over the past 10 years.
Discover the current technologies and processes used to analyze data across different platforms by combining multiple data streams, looking at examples in brand and portfolio-based LTV.
How to process and centralize dozens of varying data streams.
Nicolas Nadeau will speak from his extensive experience and show how leveraging data from multiple product strategies spanning many platforms can be highly beneficial for your company.
Four out of five B2B buyers start their journey with a web search. Nearly three-quarters of the buying process is complete by the time a prospect is ready to engage with your sales team. With customers now in control, how do you create an effective marketing plan that resonates with target audiences?
Compelling content, martech solutions that support your strategies, reporting plans that establish and track funnel metrics and KPIs – are all critical to marketing success. But it’s more important than ever to understand how customers make purchase decisions before you can put the right plan in action.
Hear from Act-On’s B2B marketing experts as they explain how you can develop a great marketing plan that builds your brand, drives demand, and improves the customer experience.
Watch this on-demand webinar and learn to:
* Map your goals to customer lifecycle stages.
* Innovate through new channels, tactics, and content.
* Identify the technical systems needed to support your activities.
* Develop KPIs and reports that prove value to the C-suite.
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
Inbound marketing has received a great deal of press in recent years as a standalone digital strategy. But recent research suggests that inbound alone is far from enough; in fact, 84% of today's successful businesses blend inbound and outbound tactics together to drive results. Find out how to balance your inbound and outbound needs for a revenue-producing digital ecosystem. Join this on-demand webinar to learn about:
* The results of a new Inbound vs Outbound effectiveness benchmark report
* Top inbound and outbound tactics & investment opportunities
* How to successfully integrate both strategies into your marketing plan
* The critical role that content plays in bridging the inbound/outbound gap
* Leveraging technology to measure success
Are you ready for how AI, machine learning, and other future technology will affect content development?
The database revolution changed our relationship to data, making it reusable for different target audiences, contexts and situations. It also made it ready for flexible delivery to different apps and across many different platforms and media. But somehow these outcomes never fully transferred over to content. How can we bring this same revolution to content and win the same kind of enormous improvements that would prepare us for the future?
Structured content management enables organizations to store, organize and build their content so that pieces are easily discoverable, reusable, reconfigurable and adaptable. It provides the perfect solution for constructing large, complex documents, but also for delivering modular content to chatbots, portal sites, and mobile apps. But, more importantly, it is also key to future-proofing your content for emerging technological trends.
Join Paul Perrotta, sitting in for Scott Abel, and his special guest, Steffen Frederiksen, Founder and CSO of DitaExchange, for this free one-hour webinar. Attendees will learn what structured content management is and how it works. They will understand what benefits structured content can have for writers, project managers, business owners, IT departments and content consumers. They will also learn how to prepare their content to be fed into new technologies with practical examples from the field.
Ad fraud isn’t becoming more prevalent -- the fraudsters are just getting slicker. From bot nets to device ID spoofing, the tricks are getting more sophisticated, and raking in more and more cash for the swindlers.
Staying ahead of the fraudster’s learning curve is the key — and collaboration is the crucial element. While vendors and advertisers are directly impacted by fraud, tracking partners provide the technology to help fight fraud – all three players have to work together to circle the wagons.
Making a game plan can be complex, when there are no clear benchmarks for defining or measuring fraud, as each player defines it differently and different benchmarks are needed for each app type, geo, traffic source, and so on.
Join this VB Live event to learn how to tackle that complexity, how to define benchmarks, detect and manage fraud, and work with your partners to circle the wagons against the fraudsters.
Register for free!
* Who the stakeholders are, plus why and how is each is affected
* The MMPs’ role in this ecosystem
* What fraud is and what benchmarks should be used for defining it
* How to collaborate to detect and manage fraud on an ongoing basis
* What tools are out there to fight fraud
* Emily Storino, Network Strategy Lead, Electronic Arts (EA)
* Grant Simmons, Head of Client Analytics, Kochava
* Tal Nissenson VP Client Success US, Taptica
* Stewart Rogers, Analyst-at-Large, VentureBeat
* Rachael Brownell, Moderator, VentureBeat
A significant legislative shift in data privacy and governance is taking place in Europe and it’s leading the way towards global change. With the General Data Protection Regulation (GDPR) set to become law in May of 2018, organizations will face severe penalties for non-compliance.
And it’s not just legal risk alone, but the loss of consumer trust that is associated with data leakage, usage and storage. It’s crucial that brands manage evolving data-protection expectations of their customers. But how do consumers feel about brands using their data?
Join Tealium for a 30-minute webcast and learn:
- The basics of GDPR
- 7 key findings on how consumers view their data privacy with brands
- Consumer attitudes and views on data privacy in regards to their personalization expectations
- Tealium tips and strategies for compliance as well as increasing brand trust
Only with relevant and actionable contact data, can you most effectively engage with your customers and prospects. Customer experience and engagements is a top focus across all industries, ensuring that communication about your products and services make it to their intended targets is essential. With the Autumn release of Address Verification 5.12, we extended the capabilities of the world’s leading solution for certified international address verification, improving decision-making confidence while facilitating speedy postal delivery worldwide.
During this webinar, join Amarpal Sohi, Product Manager at Informatica, to learn about:
•Enhancements to USA, UK and APAC address verification and data
•Improvements to South Africa & Spanish address verification and data
•Single line support for Argentina, Colombia and Mexico
•Support for native Thai address verification
As a marketer, you're charged with delivering the right message to the right audience at the right time - without wasting budget. It's a tall order, but data and analytics have helped top companies achieve the optimal balance. Tune in to this webinar to hear Corios President Robin Way and SAS Principal Solutions Architect Noah Powers share optimization lessons from retail, hospitality and financial services that you can apply to your own business to boost your marketing ROI.
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
Buzzwords can be daunting. Take artificial intelligence – everyone's talking about it, so you feel like if you're not using it to further your business goals, you're falling behind. The good news is the real action around AI is happening now through advancements in analytics – faster computing, more complex algorithms and intelligent analytical output. But, because computers don’t understand strategy, human integrity is needed to identify and implement your organization’s vision for embracing AI. In this webinar, join Intel and SAS for a discussion on what’s needed to enable AI and what industry use cases can support development of your strategy.
It’s coming, are you ready? The busiest email sending season will be here before you know it.
It’s never too early to start planning, preparing, and developing your email marketing strategy for the holiday season. In fact, it’s better to plan ahead – especially if you want to land in the inbox! The holidays are a time when inboxes fill up quickly with the latest promotions, discounts and time sensitive offers. Businesses just like yours are trying a variety of tactics to get their message opened, and even better, clicked on.
Watch this on-demand webinar to learn:
* An overview of deliverability;
* Top sending strategies and best practices that will help increase your email engagement all year long;
* Why you should leave your batch-and-blast emails behind and set up automated programs; and
* What will help you stand out from the crowd
Any business looking to drive exceptional customer experiences is most likely leveraging a variety of digital marketing tools that could include an Email Service Provider (ESP), big data analytics tools, CRM systems, data warehouses, tag management systems, DMPs or mobile SDK managers and more. The hope is that these tools will seamlessly sync together to become the solid foundation needed to run powerhouse marketing campaigns, be able to extract important insights from data and ultimately create more relevant and real-time moments with their audiences.
Customer Data Platforms (or CDPs) are quickly rising to the top of the martech solution as a tool businesses are using to house all of their data coming in from multiple channels to transform the customer experience. And while there seems to be no shortage of vendors to choose from - many are left wondering how to determine which system is best for them? And how do CDP’s differ from one another? Do they all meet the same outcome? And what’s the best approach to take in choosing one?
Join this 30-minute webcast and learn:
- 4 main types of CDP’s and the problem each solves
- How to select the best CDP for your organization
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
In Part 2 of our webinar series, we’ll take a deep dive into considerations for a successful ABM implementation. You’ll learn:
• How to determine if you’re ready for ABM
• What you need to begin a successful implementation
• How to select the right AMB solution for your specific business needs
• How to create and execute an implementation project plan
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
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
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!
The General Data Protection Regulations (GDPR) give customers control of their data. Discover the opportunities for you and your business in becoming GDPR compliant.
During this webinar we will explore the key topics within these legislative changes and the advantages each one presents, including:
- What is GDPR?
- Specific Informed Consent under GDPR
- Breach Notification
- Subject Access Requests
- The Right to be Forgotten
- A Consumer's Right to Data Portability
- Privacy by Design
- We’re in this Together
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
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.
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!