The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.
Brands are working with influencers to create marketing partnerships based on mutual value exchanges, to more effectively communicate with and influence their target audiences. These partnerships include activities such as speaking at events, co-creating content and networking with senior executives. It is therefore imperative that the influencers brands partner with can be trusted and that they share the same brand values so their voice is aligned to the brand’s messaging and that they are a good fit.
In this webinar discussion featuring Mark Schaefer, Konstanze Alex and Tim McLoughlin we will explore how brands need to look beyond the quantitative influence numbers to decide which influencers to work with.
Konstanze Alex is the Influencer Marketing lead at Dell. Her focus is on driving a robust global strategy for influencer content co-creation that positively impacts Dell's Share of voice.
Mark Schaefer is a globally recognized blogger, speaker, marketing consultant, author and executive branding coach. He teaches graduate marketing classes at Rutgers University and has written six best-selling books.
Tim McLoughlin is the Global social media head for Hotels.com encompassing all brand social media marketing across the world. He manages a team across four locations, in North America, Latin America, Europe and Asia. He has won awards for his work and talks about advertising at conferences around the world.
As they look to build out their communities to appeal to a wide range of members, companies must rethink the types and formats they use for delivering relevant content. Webinars, videos and buying guides that directly cover products and services are always in play, but to stay relevant and sticky, companies must also offer value-added information, including peer reviews and independent analysis from industry experts, case studies that
show exactly how new products have worked for other
businesses, and best-practices advice on professional development and wider market trends.
Marketers should also encourage collaboration among the members of their communities and enable information sharing as much as possible. It’s clear that buyers rely heavily upon these peer reviews before making a decision.
Finally, marketers must work with analysts and other non-biased third parties to get their input on the market overall, and their business specifically, to help prospective customers make well-informed decisions.
Micro-influencers are a hot topic in marketing today. Although micro-influencers are stealing headlines in the B2C world, the B2B world is starting to catch fire in an unexpected way.
Within your organization, there might be a whole team of potential micro-influencers sitting right beside you – your own employees. According to Altimeter Group, branded content reaches 561% further when shared by employees versus the same content shared through branded channels.
Join PostBeyond’s Daniel Ku and Sarah Beatty as they explore how leading companies amplify the reach of their content through micro-influencers. Discover how your organization can unleash the collective efforts of your employees to maximize your content distribution.
In this webinar, you’ll learn how to:
- Leverage your micro-influencers for content distribution
- Increase employee engagement on social media
- Connect with your audience through your employees
About the presenters:
Daniel Ku is the Director of Marketing at PostBeyond and has spent the past several years bridging the gap between companies and customers through social media. Daniel is on a mission to help marketers get onboard with social selling, content marketing best practices, and employee advocacy.
Sarah Beatty is a Customer Success Manager at PostBeyond and helps companies stand out from the online noise. With a background in digital brand journalism, she consults B2B and B2C companies on best practices to drive business results by navigating the emerging opportunities in social media marketing.
B2B marketers have long invested in thought leadership content to demonstrate expertise, fuel issue-based campaigns, and equip sales for higher level conversations.
All too often, however, we still struggle to reach the C-suite. Senior executives are more important than ever for B2B marketers, but they are notoriously the toughest audience to engage. Their time is short, their BS meters are on high alert, and they ignore all but the most compelling content.
The good news, however, is that senior executives are anxious for new ideas, and they’re happy to engage when approached in the right way. Join ITSMA’s Rob Leavitt to explore highlights of five specific ways in which leading companies stand apart from the rest in developing and using thought leadership content to engage at the executive level and drive reputation, relationships, and revenue.
As marketers, we understand how important it is to produce and share relevant and timely content. But what good does your important message or carefully curated blog post do if no one can find it?
Content Distribution is an often overlooked component of any marketing strategy, especially as it pertains to webinar promotion. A great message will go nowhere unless properly positioned to spread far and wide. Before spending hours or days working on a presentation no one will attend, develop a solid plan of attack for getting those invites out and your audience RSVP’d.
Join CareerBuilder’s Hilary Lunkes as she explores the relationships between content distribution, development, and measurement of reach & effectiveness. Learn how to set yourself up for success with a bulletproof promotional strategy by clearly defining your audience, timeline, messaging, and channels for distribution.
About the presenter:
Hilary Lunkes is an Email Marketing Specialist at CareerBuilder. Hilary develops strategic campaigns designed to introduce solutions to businesses as they navigate the human capital management space, and educate current clients on new trends and challenges facing the industry.
CareerBuilder is a global, end-to-end human capital solutions company focused on helping employers find, hire and manage great talent. Combining advertising, software and services, CareerBuilder leads the industry in recruiting solutions, employment screening and human capital management. CareerBuilder is majority-owned by funds managed by affiliates of Apollo Global Management, LLC and operates in the United States, Canada, Europe and Asia. For more information, visit www.careerbuilder.com.
While podcasting was invented in 2004, it wasn’t made popular until Adam Curry of MTV fame brought it to the mainstream over a decade ago. Since then, the platform has grown in popularity, both in terms of listeners and resulting advertising dollars.
Now that podcasting is back in favor, thanks to investments by media companies ranging from NPR and WCNY Studios to New York Times and Wondery, brands are following suit. This presentation will outline essential strategies and tactics for creating, producing, syndicating, marketing and measuring branded podcasts.
- The benefits of podcasting
- Required hardware and software
- Best practices for creating a winning podcast
- How to market your podcast effectively
Kent Lewis is President of Anvil Media Inc., an award-winning digital marketing agency founded in 2000. Since 1999, he’s founded or co-founded four agencies and two professional associations (SEMpdx & pdxMindShare). Lewis has been an adjunct professor at Portland State University since 2000, where he currently teaches search engine marketing. Lewis was a recipient of Portland Business Journal's Top 40 Under 40 Award and named Marketer of the Year by American Marketing Association Oregon.
Buyers are overwhelmed by the sheer volume of content that is being pushed their way on a daily basis but underwhelmed when it comes to quality and relevance. Campaign-based marketing and static nurture programs do not adapt to the buyer’s needs and are typically misaligned to the buyer’s stage in their decision-making process. Designing a strategic content model, friendly to Demand Generation requirements and focused on the buyer’s process get prospects more engaged and converts them to sales at higher rates. But how do you do it?
In this webinar you will learn:
• The problems with campaign-based Demand Generation marketing
• How to create a customer-focused content model optimized for Demand Generation
• How to improve the customer experience with buyer-focused content
• Methods for building an integrated and scalable content marketing program
ANNUITAS VP of Strategic Content Jason Stewart will share how getting the most from content is not about how much content is produced. It is about developing the right content that aligns to the buyer(s) and their purchase process. Move away from tactical, volume-based campaigns and into a strategic, holistic Demand Generation content program that serves the needs of the buyer at every stage of their buying process.
The promise of content marketing is that it’ll create a magical inbound funnel that drips money into your bank account. **headscratch** Not the case? It's time to avoid content marketing traps and develop your content core. Discover how to ride the fine line between traffic and revenue growth by creating content that actually gains customers.
1. Discover the Content Core formula for developing content that connects the dots between what your customers care about AND the value your business provides.
2. Learn to avoid two big “parallel content” booby traps: The Traffic Trap and The Promotional Trap.
3. Get repeatable steps to research and find your own content core, put it to work, and most importantly, measure results.
In today’s B2B marketplace, competition is fierce. Buyers fall prey to one-size-fits-all marketing campaigns and pushy sales calls that often leave them feeling confused and uncertain in their decision. As the marketing landscape evolves, the word authenticity has become more and more applicable.
So, how do you prove your commitment to the customer through genuine content, ultimately winning their hearts and minds? In this live webinar, BrightTALK’s CMO David Pitta and VP, Product Marketing Val-Pierre Genton explain why authenticity matters and how to leverage this concept across your content, marketing and sales processes.
In this webinar you’ll learn:
· How to tell authentic stories with your marketing content
· How to cultivate authentic buyer connections
· How to ground your decisions on authentic results
If you're like two out of three marketers, you recognize that personalizing content is critical; but you also know that it's damn hard to do. Aligning the buyer's journey to customers' growing appetite for personalized experiences is easier said than done--or is it?
Join Uberflip CMO Randy Frisch as he presents an actionable framework for persuading prospects through the power of personalized content in acquisition, sales enablement, and ABM.
In this webinar, you will learn:
- How content fuels personalization and how to approach developing and organizing it at scale
- To deliver truly relevant content to customers and prospects across different channels, formats, and touch points
- Tips on using customer and prospect scores to trigger personalized ads and landing pages—and how to distribute specific content across channels
With the continued development of natural language processing (NLP), there are more software applications, doing more types of editing, than ever before. We will cover how an NLP works, editing tasks best done by a machine, and instances where only a trained human editor will really get the job done.
In this talk, learn more about:
* What is a natural language processor and how does it work?
* What types of editing are done best by an NLP?
* What types of editing are best saved for people?
* How to use both machine editing and human editing to your best advantage
A lot has changed since webinars first became available over a decade ago. Scott Abel, the mastermind behind The Content Wrangler, has been at the forefront of using webinars for marketing success.
During this talk, we will explore how webinars went from new technology in the early 2000s to the marketing must-have that they are today. Scott Abel will sit down with BrightTALK’s very own David Pitta, Chief Marketing Officer and Val-Pierre Genton, VP Product Marketing, to discuss trends, best practices and predictions for the future.
Join us for this inspiring Q&A with Megan Bozzuto, Sr. Marketing Business Partner at the International Association of Women (IAW). IAW is a global in-person and online professional networking platform that provides nearly one million women with the forum, education, and services to thrive in an interconnected world.
During this talk, Megan will highlight how webinars have become an integral component of IAW’s marketing efforts, as well as techniques and best practices for success. The last 15 minutes will be reserved for audience questions, so be sure to tune in live!
B2B tech content marketing is hard, but when you have the right key strategic elements, a good team, and an iterative, experimental approach it can not only be impactful but fun.
Join Rita Manachi and Pieter Humphrey to learn about how Pivotal's B2B content marketing evolved from humble beginnings to a core strategy and channel used by product marketing, our customers, users, partners, analysts - even our own consultants!
Over the past couple of years, marketing in financial services has evolved greatly. There’s been a transition from text-heavy, long form content to engaging rich media that reaches potential and current customers at various stages of the sales journey.
During this panel, we will hear from marketers at both Lombard Odier and Schroders Investment Management for an inside look at their marketing efforts. We will discuss:
• Defining your goal and audience in financial services
• How webinar engagement maps to the customer journey
• Achieving success commercially through sales alignment
BrightTALK now has over 7+ million professionals who join 75,000 free talks and 1,000+ online summits to discover new ideas, technologies, and insights.
For the first time, BrightTALK studied this data across over 1,000 businesses so we can honor marketers that have demonstrated excellence on BrightTALK. With ten total categories, including Most Prolific Channel, Highest Rated Talk, and Most Successful SMB, the BrightTALK Awards highlight success across BrightTALK's most popular communities: IT, Financial Services, and Line of Business.
Join this session to learn more about the data we analyzed, key metrics for Channel and webinar success, and top performers from 2018.
Content marketing educates, engages and inspires. But how do you know what your audience wants to consume? With adults spending an average of 10 hours a day on screens, competition for your audiences’ attention is fiercer than ever.
In this session, we will explore strategies for how marketers can keep their message relevant and enticing through webinar content. The marketing experts from NETSCOUT, (ISC)², Kaspersky Lab will highlight how a tactical rich media approach has helped them reach their demand and engagement goals.
We're very lucky to have 3 top FinTech influencers join us for this discussion on the importance of writing a good brief when working with influencers.
• Specificity vs flexibility – is it important to be very specific with an influencer about what you’d like them to do or should you accept it’s better to let the influencer have some freedom to say what they want?
• Give vs take – how should brands think about the ‘give and take’ in terms of working with an influencer.
• What are the sort of things that an influencer values when working with a brand?
• What are the sort of things that an influencer can offer a brand?
Joining us on the discussion will be:
Chris Richards - Global Marketing Manager at Barclays RISE. Chris oversees the Rise social media strategy and platform content delivery for its 6 FinTech Accelerator Ecosystems dotted around the globe.
Elizabeth Lumley - Internationally recognized as one of the leading voices in FinTech and banking technology innovation. She is a well-established global conference speaker, as well as conference organizer and speaks on services, regulations, risk, data and technology in investment, retail, and global transaction banking.
Chris Gledhill - Lead Mobile Architect and led the disruptive innovation labs at Lloyds Banking Group before becoming CEO and Co-Founder of FinTech Startup Secco. Chris has both a technical & business background with expertise spanning a wide range of disruptive technologies including Blockchain, AI, API, Big Data, Deep Learning, Virtual Reality, CryptoCurrencies, Biometrics, Mobile & Wearables.
Riadh Dridi, CMO of Ringcentral, leads a cutting edge enterprise marketing team, known for its operational excellence. In this interview, Riadh covers some of the biggest topics facing marketing leaders today.
He gives his thoughts on:
How to operationalize your marketing organization for growth
How the relationship between brands and customers is changing
How marketing content is evolving
Carla Johnson, keynote speaker, marketing expert and Chief Experience Officer for Type A Communications gives us a deep dive into storytelling, something that should be a critical piece in any marketers’ toolbox. Carla, one of the foremost experts on the topic, explains what storytelling is in terms of marketing, why it’s effective and how to make it part of your marketing process.
In this interview Carla describes:
A simple framework marketers can use to become better storytellers
What an effective customer story looks like
How to operationalize storytelling in your organization
Join David Lloyd (CEO, PostBeyond) and Kasey Sixt (VP, CKR Interactive) in this webinar as they discuss how companies can enable their employees to become brand advocates and attract top talent.
In this webinar, you'll learn how to:
- Craft an employer branding strategy using social media
- Leverage employee advocacy to strengthen your employer brand
- Attract top talent through your employees' social networks
2. How to plan your influencer target profile to decide which influencers to work with
3. How to build an Equal Value Partnership with the influencer so that both sides benefit from engaging with each other
4. How to communicate with influencers in planning a collaboration
We are very lucky to be joined by top Cloud & Social Selling influencer Ian Moyse who is the Sales / Channel Director for Natterbox Limited. Ian was recently awarded Sales Director of the Year (Institute of Sales Management). He is a board member of the Cloud Industry Forum & FAST and a LinkedIn Top 10 Tech Power Profile.
Ian was also identified as the #1 Social Influencer on cloud in 2017, 2016 & 2015 by Onalytica
In 2018, the pace of life and business is quick. Attention spans are short. Technical communicators need to catch up. Long text passages, with occasional graphics, don't always reach a large part of our audiences.
How can we create snappy visuals that enable people to learn what they need to learn quickly and painlessly?
How do we simplify complex concepts, with far less words, and content that is truly engaging?
Motion infographics combine the best elements of minimalism, instructional design, and information architecture to produce content that people love.
Join The Content Wrangler and Saiff Solutions for a discussion about infographics and their usefulness. We'll examine some examples of effective motion infographics, and hear from the creator of one of them.
By attending this webinar, you'll learn:
• What is so great about motion infographics?
• What does it take to produce effective, engaging visual content?
• What are the challenges?
• How do I get started?
The rise of ABM has inspired an important rethink of how best to measure marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, ABM-ers are shifting to account-based revenue metrics, such as pipeline contribution, funnel velocity, win rates, and deal size. But not all revenue is created equal.
Driving growth with new types of solutions, marquee accounts, and top priority markets can be especially significant to achieve strategic corporate objectives. To move ABM from revenue contributor to strategic growth driver, ABM-ers need to focus on all three R’s of strategic marketing: Reputation, Relationships, and Revenue.
Join ITSMA SVP Rob Leavitt to explore how the most effective ABM programs are bringing the 3 R’s down to the account level and using them to drive long-term corporate innovation, growth, and success.
By collaborating to unify schemas across many content repositories serving multiple print and digital endpoints, Mayo Clinic and [A] are establishing a content operating model to empower the market-leading creator and distributor of trusted health guidance and information with orchestrated, sustainable, future-ready, omnichannel content flows. We will dive into how [A] and content developers at Mayo Clinic are leveraging the Master Content Model to build a longer-term solution for the development and management of intelligent content, optimized for delivery to Mayo Clinic’s print and digital channels.
Join Paul Perrotta, sitting in for Scott Abel, The Content Wrangler and his special guests, Jay Maxwell, Senior Director of Health Information at Mayo Clinic, [A]'s founder Cruce Saunders, and Master Architect, Joe Gollner as they demonstrate how content engineering and the application of a Master Content Model can be harnessed to address many of the content challenges faced by larger enterprises:
• Single-channel vs. omnichannel content lifecycle
• Multiple management & authoring tools that are redundant, ineffective, or not harmonized to work well with the other tools in the stack
• Inconsistent content structure resulting in management headaches and disconnected user experiences
• Duplicate content that creates risk of errors
• Author and end-user content findability problems
• Costly conversions between different parts of the workflow, different channels, and different systems
• Content collaboration hampered by organizational silos
• An overview of practical applications of the Model, including optimizing shared resources across authoring groups via a standard structure for all content assets, enabling movement of assets between business units, applications, and published products, eventually, assembling new information products from existing content assets, and positioning content as an organization asset
Curious to see how the Marketo Demand Generation team uses Marketo to scale programs and grow revenue? Watch Mike Madden, Director of Demand Generation, as he breaks down the core marketing automation principles to building a demand generation machine that scales, performs across regions and drives more business!
- How marketing automation streamlines processes to be less 'manual'
- How to turn your website into an automated, revenue-generating machine
- Ways that marketing automation dramatically increases team productivity and your ability to scale across regions
How do you identify who and when prospects are interested in your services. You probably have a database of thousands of ‘dead’ leads. How do you find those still interested in hearing from you and get them to love you (again) with content that’s relevant?
Watch Bombora's Millie Resnick and Marketo’s Mike Madden, Director of Demand Generation, as they break down how intent data can help you find prospect love again among new and ‘dead’ leads, and prioritise them for sales.
Get the inside scoop on the real results that Marketo has generated from campaigns that:
- Reactivated previously un-engaged database leads
- Prioritise the right leads and accounts for sales
- Create an omnichannel brand experience across digital channels
The subscription model is booming --subscription commerce grew more than 100 percent each year between 2011 and 2016, and the growth continues. Savvy companies are reaping the rewards: high recurring revenue that’s predictable paired with a competitive and sustainable business model. The potential ROI for global expansion is wide open, but many who try to take their subscription model global overlook important issues that can make or break success in new markets.
Learn about the best practices to expand your subscription business into new countries including how to manage local payments, get the right partners on board, optimize authorization rates, tackle key challenges in potential markets, mitigate fraud, and more when you join this VB Live event!
Register for free now.
Webinar attendees will learn about:
* The opportunities provided by the explosive subscription model growth around the globe
* How to overcome regional challenges, including local payment methods, regulations, data security, and taxation
* How to identify knowledgeable partners to accelerate your global expansion
* How localized communications throughout the subscription lifecycle boost subscriber retention
* Common fraud issues to anticipate and how to mitigate them
If you're like many of us in tech pubs, your company has already dipped their toes into the rapidly developing field of chatbots and voice. Or perhaps your company is already waist-deep in it and they've tasked you with creating new content on a new system procured specifically for chatbots. Or worse, they've begun hiring a new class of writer, called the UX writer, to develop chatbot content in some other department that copies and pastes content from your technical manuals into chatbot databases. Or perhaps none of this is happening yet, but you want to get ahead of the curve.
Now what if we told you that you can source chatbot and voice content directly from your structured technical content? What if we told you that rewriting and restructuring your content for chatbots could make your content far more accessible for users in your traditional content delivery channels? What if we could show you that this evolution in structured writing was simply a continuation of our journey down the path to developing structured content for DITA and other topic-based architectures?
Join host, Scott Abel, The Content Wrangler, and his special guests Rob Hanna, President of Precision Content Authoring Services, and Barry Saiff, Founder and CEO of Saiff Solutions, as we introduce the concept of microcontent as a core component of structured topics.
Attendees will learn how industry trends point to the emergence of smaller, more precise, componentized content, why writing and classifying content based on user intent matters, how topic structures can support microcontent within topics, and how microcontent is published and consumed by emerging technologies
Chatbots have a long way to go to be self-sufficient, but if you build them on a base of structured content, they can be an extremely helpful content delivery tool.
Join Scott Abel, The Content Wrangler, and his special guest, Patrick Bosek, co-founder of Jorsek LLC, makers of easyDITA, to learn how to you can create a chatbot using your DITA content.
As a part of this presentation, we’ll discuss how chatbots fit into your total content delivery strategy, how to transform DITA content for chatbots, and how to update and maintain chatbots as a delivery system.
We've all seen statistics suggesting people process and engage better with visual content over text. But what does the science actually say? In 2018, TechSmith embarked on a first-of-its-kind comprehensive study of visual communication in the workplace. The results are eye-opening to say the least. Using opinion data, scientific research, and economic modeling, the new study reveals how businesses are discouraging employee engagement and leaving productivity on the table. The study also points to solutions to fix these challenges.
Join Scott Abel, The Content Wrangler, and his special guest, Ryan Knott, Public Relations Specialist for TechSmith Corporation, for this free one-hour webinar. Attendees will learn what their employees really want in their workplace communications, how visual content helps people perform better, and just how easy it can be to add more visual content to workplace communications.
ABOUT RYAN KNOTT
Ryan Knott has more than 20 years of experience managing communications and content strategy, public relations, social media, and media relations. He joined the TechSmith team in 2016, and previously worked at nonprofits, the Michigan Department of Education, and as a coach, communications director, and announcer, for a number of Michigan roller derby teams. Ryan is passionate about creating content that communicates clearly, engages audiences, and inspires action.
Ask ten people what customer experience or customer-centricity means and you could get ten different answers. This is a grave concern as studies show 90% of executives say customer experience is mission-critical. Like any hot topic, everyone wants to join the bandwagon, claiming their products and services enhance customer experience and customer-centricity. This has muddied the waters as mainstream adoption follows what’s advocated by the biggest marketing budgets and as benchmarking studies underscore mainstream practices.
Join Scott Abel, The Content Wrangler, and his special guest, Lynn Hunsaker, Chief Customer Officer of ClearAction Continuum, for this free, one-hour webinar. Lynn will go beyond “best-practice” to a clear view of what’s what in customer experience and customer-centricity. Recent studies show that no brands today – even the ones perpetually at the top of the most admired companies lists – are performing to customer experience quality expectations.
In this webinar, we’ll take a look at who’s doing best, and what’s still needed to deliver the financial promises of a truly customer-centric business. Join us to 1) Get real: what’s customer experience and what’s customer-centricity from customers’ viewpoint? 2) Raise your game: practical ways to leapfrog current practices to achieve higher performance, and 3) Keep it real: how to instill momentum to make highly profitable customer-centricity a way of life.