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.
Rob Hanna, Chief Information ArchitectRecorded: Oct 15 201961 mins
Microcontent supports emerging technologies including chatbots and conversational user interfaces. One of the keys to intelligent microcontent is the ability to model content for the intended reader response. DITA goes a long way to modeling for intent, but finer-grained semantics are needed to take us the rest of the way.
Join Scott Abel, The Content Wrangler, and his special guest, Rob Hanna, Chief Information Architect with Precision Content Authoring Services for this free one-hour webinar. This technical session explores the key semantic structures developed by Precision Content to create, manage, and publish with microcontent to both traditional and emerging channels for delivery.
Participants will learn how to architect:
• typed blocks from DITA sections
• process- and principle-type structures, and
• sub-structures for modeling specific intents.
About Rob Hanna
Rob Hanna co-founded Precision Content in 2013 to change the way writers approach structured authoring. Having spent more than a decade helping organizations move to component content management he realized that most organizations need to take a step beyond technology and expert consultants. Without fostering the necessary standards and skills to work in this new media, organizations would continue to stall in their attempt to move to advanced information creation and management techniques, like structured authoring. With this knowledge, he developed the Precision Content® methods, tools, and training. Today, Rob and his team of experts help Precision Content clients make the move to structured authoring as seamless as possible.
Arvin Bansal, Senior Director Cyber Governance, AmerisourceBergen, Nathan Turajski, Sr. Director, InformaticaRecorded: Oct 10 201932 mins
The California Consumer Privacy Act (CCPA), GDPR and other mandates are a wake-up call to take a fresh look at data protection for personal information. As the scope of sensitive data and user rights requirements have evolved, this includes industries with significant experience managing legacy mandates such as PCI DSS or HIPAA.
AmerisourceBergen is no stranger to industry mandates like HIPAA and HITECH, but is now preparing for a future where the number and impact of healthcare data breaches continues to increase, even as user transparency demands expanded controls. However, there is a silver lining as data privacy controls can also help accelerate digital transformation and enable safe value creation. In this webinar, you’ll learn how AmerisourceBergen approaches making information safe with world-class data masking techniques as a critical component of their privacy journey, and how Informatica is helping deliver data privacy governance solutions for the next-generation Data 3.0 evolution.
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.
Maltie Maraj, Senior Counsel, Tealium & Ted Sfikas, Director, Solutions Consultants, NA & LATAMRecorded: Oct 9 201960 mins
In about three months, the California Consumer Privacy Act (CCPA) will go into effect. This new legislation is slated to be one of the toughest data privacy laws in the US; however, many companies are still unsure how— or even if— the law will affect them. Whether the CCPA affects your company or not, it still reflects the growing importance for brands to invest in data governance, security, orchestration, and automation.
These next few months will be critical for brands who are quickly trying to ramp up and understand how to comply with the CCPA. If you’re left wondering what the law means for you, what the differences are between CCPA and GDPR, or what the key initial steps are you need to be taking towards compliance, you’re not alone.
Register now for our upcoming webinar where we will show you how to build a data foundation to assist in CCPA compliance as well as:
- 5 key differences between GDPR and CCPA
- The importance of automating parts of your customer data governance
- Legal and technological considerations for both laws
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.
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
Dave Wells, Director, Eckerson Vamshi Sriperumbudur, Portfolio Marketing, InformaticaRecorded: Oct 3 201943 mins
For successful analytics & AI initiatives, your cloud data warehouses and cloud data lakes must work together in a cohesive data management architecture. There is no one-size-fits-all solution for data management architecture. Every data warehouse is unique; thus, every modernization plan is unique. There are, however, several architectural patterns for modernization that help to shift from data warehouse and data lake silos to cohesion and compatibility between data lakes and data warehouses.
Use these patterns individually, in combination, or as mix-and-match for multiple warehouses to develop a modernization plan and drive your analytics and AI projects:
• Data Warehousing Outside the Data Lake
• Data Warehousing Inside the Data Lake
• Data Warehousing in Front of the Data Lake
• Data Warehousing Inside & Outside the Data Lake
Joe Bracken, VP and Deputy General Counsel, Nathan Turajski, Sr. Director, Product Marketing,Recorded: Oct 2 201944 mins
Personal data privacy is top of mind with massive data breaches in the news, along with new US privacy legislation taking effect. As high-profile regulation for the world’s fifth largest economy, the California Consumer Privacy Act (CCPA) starts enforcement on January 1, 2020. But how does the CCPA impact US organizations, their customers and ordinary California citizens, as well as other US States keeping a close eye with their own new rules? Unlike prior legislation that started with breach notifications, the CCPA now raises the stakes with data protection requirements and new user rights for transparency into how sensitive data is handled. Are you prepared for the CCPA?
Watch this webinar with Joe Bracken, Informatica’s VP and Deputy General Counsel, Privacy, Products and Intellectual Property, as he answers 20 common questions that businesses and consumers alike should be asking about how the CCPA will impact them. Insights into the CCPA can help you on your journey with a data privacy governance approach to new compliance obligations and consumer rights about to take effect!
Joe Gelb & Megan GilhoolyRecorded: Oct 2 201958 mins
To provide a great self-service experience, you need to provide fresh content. But it’s about more than updating content regularly. It’s about making sure your documentation portal and customer interactions offer dynamic content and opportunities for immediate user feedback, actionable analytics, and more.
The problem? As the amount of documentation in your organization grows, so too does the complexity of trying to maintain it all. So how do successful documentation teams keep up with an ever-expanding library? How do they reliably maintain the freshness and relevance of hundreds of thousands of pages?
It’s never been easy. But recent innovations are making it much easier.
Join Scott Abel, The Content Wrangler, and his special guests, Joe Gelb, President and Head of Business Development at Zoomin Software, and Megan Gilhooly, VP of Customer Experience at Zoomin Software, for this free one-hour webinar. Joe and Megan will reveal strategies for maintaining content freshness and creating personalized content experiences, using case studies to demonstrate how you too can get the most value out of your technical content.
Joe Gelb has over twenty years of experience helping enterprises implement, maintain and capitalize on structured content. At Zoomin, he has spearheaded the development of advanced technology solutions for dynamic content delivery.
Megan recently joined Zoomin after serving as Senior Manager of Content Strategy at Amazon Web Services. Previously, she was Director of Information Experience at Ping Identity, and Director of Technical Communications at INVIDI Technologies.
Seth Earley, CEO, EIS & Carla Pealer, Taxonomy Consultant, EISRecorded: Oct 2 201952 mins
Business agility rests upon a well-architected environment of business processes, workflows, and communications.
So how does taxonomy fit in? It’s everywhere - taxonomy is the foundational building block that improves efficiencies, collaboration, and cost reductions across the enterprise. And the more agile you are, the better opportunity you have to compete and win.
In this webcat you will learn:
• Industry-agnostic best practices to boost your bottom line and beat your competition through taxonomy design and semantic integration
• How taxonomy design enables customer acquisition, search relevancy, structured data, faster time to market, asset reuse, and more.
Speaker: Carla Pealer, Consultant, Earley Information Science
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
Elizabeth Marshall, Manager, Solution Consulting North America - Northwest and Central at TealiumRecorded: Sep 30 201941 mins
From clicks to calls, companies have a ton of customer data. Managing that data is a key business challenge, which is why so many companies are turning to Customer Data Platforms. As more vendors crowd into the CDP space, there are two clear CDP styles emerging: data-focused and campaign.
Before choosing a CDP, it’s critical to put a customer data strategy in place first that aligns with one of these CDP styles. The strategies and CDP you choose will have a huge impact on your team’s day-to-day operations, your customer’s experience, and your ability to manage a real-time, compliant customer data supply chain.
In this session, you’ll learn the key differences between data-focused and campaign-focused CDPs, as well as:
- Why your CDP strategy should be a company-wide initiative, not just marketing-driven
- How a CDP will help you overcome the challenges of collecting and activating customer data
- Why a CDP initiative is a perfect opportunity to bridge the divide between marketing and IT teams
Matt Basile, Azure Data Program Manager, Microsoft, Bill Creekbaum, Sr. Director Product Management, InformaticaRecorded: Sep 26 201929 mins
Companies are looking to modernize their existing on-premises data warehouse to a modern cloud data warehouse, like Azure SQL Data Warehouse, to address the ever-changing business requirements of a data-driven enterprise.
Join this joint webinar by Informatica and Microsoft to learn the benefits of migrating to Azure SQL Data Warehouse and the advantages of using Informatica with Azure. We will demonstrate how to:
- Discover the right data to migrate
- Understand the lineage and dependencies of the data you want to migrate
- Automatically provision and load data to Azure SQL Data Warehouse
Thomas Brence, Dir Product Marketing, Data Quality and Governance, & Patrick Dewald, Sr. Dir of Data Governance StrategyRecorded: Sep 25 201941 mins
This is the second webinar in the three-part Data Governance series. At the heart of a successful Enterprise Data Governance program are people. Some are technical. Some are not. Some are located in the lines of business while others work in IT. Some have a particular view on data policies. Others are likely to disagree. No enterprise data governance program is perfect but in order to scale and be truly enterprise-wide, silos need to be broken.
This is a great webinar for anyone dealing with silos that are holding back an enterprise data governance program. In this webinar, we will showcase how others have overcome these challenges and will share some best practices.
As private and public clouds get less expensive, they’re expected to completely replace on-premises computing to make IT cheaper, easier to run, and more secure. But right now, most enterprises still have their feet in both worlds, using hybrid systems that are intended to make the lives of the CIO and the IT department easier. Unfortunately, the complexity often just adds additional cost and reduces business value.
So how do you harness the power of a hybrid system, with any cloud provider? Desktop-as-a-service is a virtualized interface that makes the complexity of your software completely invisible to your users, and allow IT to spin up a desktop instance with one click. It’s a world where IT no less complex but a lot easier to use -- and your users far more productive.
Learn more about how to address the complexity of your tech infrastructure and desktop-as-a-service when you join this VB Live event!
Register for free now!
In this webinar, you will discover:
*The concept of desktop-as-a-service including how it works, what it is, and where to get it
*How things have become complex, and how to measure complexity for your enterprise.
*How to understand the business value of dealing with complexity
Steps toward mapping out a course of action
Jon Eugenio, Principal Solutions Architect, Nutanix Xi Frame team
Transformations are hard. According to a McKinsey study, only 26% of executives surveyed consider their transformation programs were successful. The success rate is 17-19% for companies with employee size of 5000+.
Planning for success is thinking beyond stakeholder's value. The Business Roundtable's recent announcement is a paradigm shift from "shareholders" to "all stakeholders".
With the future driven by digital and experience, companies must think thru 6 dimensions to improve their chances of success. This webinar talks thru the 6 dimensions and what each dimension entails for companies to align with the Business Roundtable pronouncement.
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.
Business Espionage & Sabotage Seminar on Building a Corporate Intelligence Agency (CIA)
"Competitors have this time prevented us from knowing enough about them; but we have not prevented them from knowing far too much about us.”
Critical analysis on building an ultra artificial intelligence and quantum computing for business intelligence gathering, internal and external threat assessment, competitive intelligence, customer assessment and actions and more.
Informatica's Bryan Weinman, Business Development Executive and Jennifer McGinn, Director Product MarketingRecorded: Sep 24 201931 mins
Marketers need a customer intelligence system that will help them:
•Drive customer engagement, customer loyalty, and advocacy
•Differentiate from the competition on the ability to understand the customer better
Informatica Customer 360 Insights enables marketers to connect fragmented customer data and create a contextual 360 view to power digital and marketing transformation initiatives.
Getting a ton of customer reviews is great. But if you don't have a way to analyze them for patterns and trends, you're missing out on some business-changing data. Artificial intelligence now offers a fast, efficient, and cost-effective way to unlock insights from your reviews, highlighting trends and customer pains automatically. That means you can focus your time on solving customer issues instead of chasing them down, and learn what it takes to delight, surprise, and keep your customers coming back.
Join this VB Live event to learn how AI, natural language processing, and machine learning can help you become more customer-focused, turn good feedback into great product, improve the areas that need your attention, uncover what really matter to your customers, and more.
Registration is free!
*How to find themes in your customer reviews so that you can fix the real pain points instead of putting "band-aids" on each unhappy customer
*Steps to guide your business decisions around what your customers say they want, not what you think they want
*The importance of addressing your most common negative issues first to see an immediate change in your customer satisfaction level
*The concept of always improving your customer experience - searching for trends in your good reviews to turn them into great reviews
Richard Cramer, Chief Healthcare Strategist, Informatica & Tony Sheaffer, Master Data Management Specialist, InformaticaOct 22 20195:00 pmUTC30 mins
Health plans have made big investments and great progress in improving operations, enhancing the member experience and becoming more data-driven. However, inaccurate and unreliable provider data continues to be a source of inefficiency, unnecessary rework, and a barrier to innovation.
Thomas Brence, Dir Product Marketing, Data Quality and Governance, & Patrick Dewald, Sr. Dir of Data Governance StrategyOct 23 20196:00 pmUTC39 mins
For too long, Data Governance was seen as a hindrance to growth in organizations. Often stuck with the same perception as Legal or Regulatory, the Data Governance team was seen as red-tape. In order to overcome this perception, effective data governance leaders have turned to Collaboration instead of Control. By working with each team across the organization, effective data governance leaders can overcome the stigma and ensure that enterprise-wide programs can be built and goals can be met.
David Bonk Graco | Russ Sharer, Fulham | Luis Marcos, HoneywellNov 6 20196:00 pmUTC59 mins
In this webinar we explore how intelligently enriched product data drives growth and differentiation in the marketplace. Ecommerce websites, replacement part reference guides, online marketplaces and IoT monitoring platforms all have one thing in common. They all depend on detailed, accurate and comprehensive product information databases.
Product data is a critical driver for core offerings today, and will be even more critical as organizations innovate across their value chains in the future.
In this session our leadership panel discuss:
• What is enriched product data
• Enhancing your brand position and value to customers
• How enriched product data enables innovation
• Preparedness for interoperability
This webinar will be of interest to marketing, product management, service management and data management executives with manufacturers, distributors, and service providers. Also, anyone exploring the role that product data plays in defining and growing their offerings and transforming their customer value propositions.
Manish Savla, Client Partner, TCSNov 14 20193:30 pmUTC29 mins
Today’s Business 4.0 era demands enterprises deliver on agility. With customized products, complex buyer demands & legacy operation constraints, supply chain challenges are on the rise. Find out how a leading chemical enterprise is harnessing abundance & leveraging ecosystem to deliver winning business outcomes.
Alison Tran, Client Partner, EIS; Chantal Schweizer, Principal Consultant, EISDec 4 20196:00 pmUTC53 mins
As your business and product data complexity grows, so too may your need for an enhanced PIM system that accounts for numerous operating units, separate companies, global operations, and more.
How do you judge whether you are ready to jump from your homegrown solution? And if you’re ready to make the jump, what is the best path to ensure that you transition from one system to another successfully?
In this session you will learn:
* The milestones that signal your readiness to take on a commercial PIM
* Best practices when making the transition to a commercial PIM
* How to align your PIM strategy to a logical data model
Alison Tran, EIS, Client Partner, brings over 14 years of business and technology consulting experience in technology adoption, software implementation, organizational redesign, change management and process reengineering.
Chantal Schweizer, EIS, Principal Consultant, a senior information organization professional with over 10 years experience in product information and taxonomy design.