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.
Ruben Ugarte - Sales Director, ActiveProspectRecorded: Feb 14 202014 mins
Facebook lead ads, like any lead generation platform, has its share of faults. Facebook has made it really easy for people to submit a form but it's not always great news for marketers. The conversion rates to opportunities can be low... and that's a problem.
Ruben Ugarte - Sales Director, ActiveProspectRecorded: Feb 14 202010 mins
Using Facebook Lead Ads (FBLA) can be a double-edged sword. First, FBLAs are convenient to use and may provide more form fills. But, if you’re calling or texting those leads, you’re exposed to TCPA laws and are left without being able to prove consent if a lawsuit if filed.
Kelly McKeown, VP Revenue Marketing (conDati) & Iris Lieuw, VP Data Science (conDati)Recorded: Feb 13 202022 mins
Forecasting allows companies to see into the future and strategically plan. If a formalized process is not in place companies are left to base decisions on gut or experience rather than data – leaving them at the mercy of unpredictable outcomes.
There is a variety of ways to tackle forecasting, with machine learning and advanced statistical approaches being the most accurate. Those marketers making strategic and operational decisions based on accurately predicted performance are going to be set up for the best possible outcome.
Join conDati’s VP of Revenue Marketing, Kelly McKeown and VP of Data Science, Iris Lieuw as they showcase forecasting using machine learning and the benefits associated with it. This includes planning and scheduling against seasonality, quick reaction to shortfalls, and forecast accuracy. A live demo of the forecasting feature of conDati RevenueLift™ will be included as part of the webinar.
Janice Dru, Cambridge Innovation Center | Ray Renna, IVI RMA GLOBAL | Christie Post, HypergiantRecorded: Feb 12 202043 mins
Social media, data analytics and artificial intelligence are all changing how marketers are connecting with their customers—are you ready for the revolution? This panel will explore the ways in which new technology is forcing marketing teams to rethink their practices, spanning everything from building the brand to developing new campaigns. Join us for a lively discussion that will help you drive your organization into the next decade.
Join the Conversation to Learn:
- How does social media affect brand/campaigns/engagement?
- How are AI and analytics impacting campaigns?
- What role does personalization play, and how can I make it happen?
- What compliance requirements do I need to worry about?
- How are internal relationships and networks affecting the marketing team?
Moderated by Melanie Turek, VP Research and Fellow - Connected Work, Frost & Sullivan
Janice Dru, Senior Marketing Director, Cambridge Innovation Center
Christie Post, Marketing Director, Hypergiant
Ray Renna, US Marketing Director, IVI RMA GLOBAL
Mary McCoy, Demand Gen Marketing Manager, KlaviyoRecorded: Feb 12 202046 mins
Every demand gen marketer knows how complex the marketing mix has become—every day you get a LI message, cold email, or ABM outreach about how X new tool can get you Y% more leads. It’s incredibly exciting, but it poses a challenge. When constrained by time, resources, and budget, how do you grow acquisition meaningfully and scalably?
During this webinar, I'll share seven tenets I've learned in my experience leading demand generation for two high-growth SaaS companies. Whether you're just starting out or looking to deepen your marketing know-how, you'll discover how to keep yourself grounded with strategies and tactics that drive results.
Being a successful DTC marketer isn’t about relying on a silver bullet or mastering one paid channel. I'll show you how to think holistically about the sales and marketing funnel, develop a multi-channel approach, and accelerate sales pipeline. Register now!
David Pitta, CMO, BrightTALK and Olivia Dassler, Programs Manager, BrightTALKRecorded: Feb 12 202052 mins
Living campaign-to-campaign to make demand generation ends meet is a way of life for many B2B marketers. While there will always be a place for a burst of demand around a campaign, is this the best vehicle to drive consistent predictable growth for your company?
Your sales and marketing resources operate on a consistent schedule, demand for your products and services ideally should align to your capacity to act on that demand. Turn your business into a growth machine by using channels that are always driving demand, and techniques to consistently turn that demand into activity.
Join BrightTALK’s CMO, David Pitta, and Programs Manager Olivia Dassler as they discuss innovative channels and techniques for perpetual demand and business growth.
Joe Gelb and Lawrence OrinRecorded: Feb 12 202062 mins
In the world of technical communications, there's a lot of talk about content strategy. But what about the data you need to guide the decisions that drive that strategy? Documentation teams continue to deliver high volumes of content, but without meaningful data to gauge their productivity and measure success.
Armed with the right data, forward-thinking companies are discovering the tremendous impact technical content has on customer enablement, self-service, support, marketing, and sales enablement.
Join Scott Abel, The Content Wrangler, and Joe Gelb and Lawrence Orin of Zoomin, for this one-hour webinar and Q&A session.
You'll see innovative examples of how to put data into action, and find out:
– How to distinguish between useless analytics and actionable insights
– How to supercharge your documentation team’s efficiency
– How to demonstrate your impact on the organization and the trickle-down benefits for every other department, from product to marketing to support
Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy GroupRecorded: Feb 12 202033 mins
Customers are demanding intelligent omni-channel engagement. Marketers are expecting satisfying and challenging work experiences and rich career opportunities. Businesses require profitable organic growth.
Read how to achieve all of the above through cross-functional work teams in an integrated marketing ecosystem!
Keith Johnstone & Dennis Le, Contrast Digital MarketingRecorded: Feb 12 202036 mins
Simplify your demand generation process by breaking it down and focusing on the components that matter most. Dividing the process into 4 steps, you can create an effective demand generation strategy that will drive interested leads into your sales team's open arms. Rather than chasing potential customers down and selling them on the same value propositions you and all your competitors are using, consider what it will take to make them chase you.
· Define your audience
o Maximize the effectiveness of your campaigns by starting with understanding the needs your product satisfies, and who will benefit most
· Gather insights
o Consider how and where your audience spends their time to identify what their interests, needs, or parallel pain points they may suffer from are
· Demonstrate value
o Create compelling content that attracts them to you and demonstrates value – something that will make your audience say thank you
· Set the bait
o Lastly, use your content and leverage targeted marketing channels to drive leads to you
As General Manager of Contrast Digital, Keith directs all marketing activities and has a track record of successfully growing client revenues and lead volume quarter over quarter. He has had his insights featured in publications like Forbes, Entrepreneur Magazine, Sales and Marketing Magazine, and HubSpot Sales to name a few.
Specializing In digital demand generation, Dennis has been in the marketing industry for nearly a decade. He has worked on campaigns across industries including software, professional services, and construction, executing campaigns that have helped drive leads in excess of $20M in potential revenue.
Keith Johnstone, GM, CMO, CDO, Contrast Digital Marketing
Dennis Le, Digital Demand Generation Manager, Contrast Digital Marketing
Lauren Pettiglio, Director - Demand Generation, BlueConicRecorded: Feb 12 20201 min
With the ever-rising audience expectations and constant changes in technology and regulations, today’s landscape can feel more like a minefield than a greenfield for marketers. But what may initially appear as challenges, can be opportunities for you and your team to change your approach to campaigns and uncover new ways to meet your department and company goals.
Resister for this webinar to explore:
The growing number of considerations for today’s landscape
How technology can help – or hurt – your marketing campaigns
Tips and tricks for optimizing cross-channel campaigns
Lauren Pettiglio is a B2B marketer with nearly 10 years of marketing automation and campaign management experience. From strategy to analysis and reporting, her passion for demand generation has driven many creative solutions to challenges felt across industries. When she is not planning the next campaign or determining the best way to automate a process, you’ll likely find her singing along to a Broadway musical soundtrack.
Sowmya Moni, Marketing Director, Incture TechnologiesRecorded: Feb 12 202021 mins
Demand generation is a critical input to the sales process, but with competition on the rise and sophistication in martech stack, B2B demand generation has never been more complex. Fortunately, along with the swell of competition, a whole host of digital marketing tools have arrived as well. This has made generating leads both more complex and if done correctly, more effective. However, myths still continue to plague the whole demand generation process—confusing even the smartest marketers. In this webinar, we’ll look at debunking myths that lead to wastage of effort and money, so you can focus your efforts on your demand generation best practices.
About Sowmya Moni:
Sowmya is responsible for driving marketing & communications for Incture’s (www.incture.com) portfolio, globally. She has 20 years of marketing and product management leadership experience launching brand awareness, demand generation and sales enablement programs and campaigns at both start-ups and Fortune 500 companies such as HP and Oracle.
Sowmya holds an MBA from Management Development Institute, Gurgaon and a B.Com Honours degree from Delhi University, India. She also holds a PMP certificate from PMI.org and a certificate in Digital Marketing from Columbia Business School. She’s an active PMI global volunteer, CMO Council Member, and advocate for Gender Inclusivity in the Workplace.
Incture® is a digital systems company and we deliver solutions with speed and at scale to address our customers’ complex business challenges. We are one of the largest providers of Digital Applications and Technology Solutions on SAP Cloud Platform and SAP On-Premise Platform. Incture is headquartered in Bangalore, India with offices in NA, SEA and the Middle East. We are currently serving more than 90 customers globally, many of which are on the Fortune 500 list.
Jeanette Okwu, Co - Founder & CMO, 1nfluencersmarketingRecorded: Feb 12 202033 mins
The increasing role of digital and big data technologies in advertising has disrupted traditional ad agency business models. As advertisers consider how to confront these new challenges, a myriad of technology platforms can offer a variety of Ad/MarTech solutions.
Approaches like content marketing, reviews & recommendations, and social or influencer marketing are all considered viable ways to drive impact. But as advertising continues to decline, it’s Influencer marketing ($10BN industry in 2020) that has shown the greatest potential to reverse the trend of ad-fatigue, use of ad-blocker technology, and changing consumer behaviours of the new digital and mobile-only generation.
Take one look at the media landscape, and the bold new pioneer on the horizon is Influencer Marketing. But while it’s blazing new trails as the newest, boldest player in the advertising scene, it is often grossly misunderstood. Some point to its revolutionary successes. Others criticise its ineffectiveness. Leaving many with the perception that Influencer Marketing is simply a gleaming, glossy riddle wrapped in a mystery inside an enigma. Real observers know the truth: this pioneer has proven to be the only marketing discipline that delivers tangible consistent results for brands. And yet significant knowledge gaps on both the brand and creator sides keep the misconceptions alive.
Partnering with influencers is already familiar to us, but the market is undergoing constant change: Brands must continually evolve their strategies accordingly. The space is rapidly expanding as influencer types have proliferated and consequently fill every conceivable niche and sub-niche interest.
Each of these types offers distinct benefits and trade-offs for brands. But how to create a meaningful scalable program that folds into the entire marketing stack?
Here’s how: with date, insights, and a human touch.
Karthik Nair, Director of Demand Generation, JOORRecorded: Feb 12 202040 mins
For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals.
So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago.
At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment.
Join this session for:
1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment
2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG
3. Build alignment with technology/product teams to structure data to move to PLG
4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them
5. A recommended approach to structuring your team
6. Metrics you should track to measure performance
Philippe Ruttens, B2B Marketing & Sales Transformation Consultant & CoachRecorded: Feb 12 202047 mins
“For over 40% of marketers, proving the ROI of their activities is their company second's biggest challenge (after lead generation).”
Sources: CMO Council, Deloitte
In this DIY "Revenue & ROI Audit” webinar you will learn in 10 steps how to self-audit your true marketing ROI in 2020 – based on your CEO’s commercial goals – to then plan how to improve on those month after month. We will focus on YOUR specific goals and ROI, combining practical steps and templates, so that you leave this 45-min webinar with your own Dashboard to then apply to your team: from AS-IS to TO-BE… aiming to boost your marketing ROI from 0-200% to 500%
After more than 20 years helping SMEs and blue chips in various B2B sectors to grow their marketing ROI, international consultant & coach Philippe Ruttens will share tools, sources and his approach to audit your marketing campaigns and operations both through quick wins and long-term transformation. Whether your KPIs and goals are more focused on campaign ROI, profitability, team efficiency, customer engagement or brand trust, you will learn concrete steps and to measure and consistently increase your marketing team performance.
This will be a dynamic exercise that will benefit you in three ways:
1. Measure & benchmark your core KPIs based on your 2019 performance and commercial goals -> AS-IS
2. Refine your 2020 vision, ROI & Revenue targets -> TO-BE
3. Prioritise next steps to build a simple roadmap to accelerate this new year
The best 45 mins of your 2020 career: Increase your team & ops performance, from campaigns to content and channels, at both a “next quarter” quick-wins level and for the next 12-18 months.
Paulo Martins, Head of Digital Marketing, Demand Generation & Scott Minor, Digital Marketing Program Manager, MarketoRecorded: Feb 6 202060 mins
Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Jordan Con, Product Marketing Manager, Marketo, an Adobe CompanyRecorded: Feb 5 202041 mins
Marketing analytics is at the top of every marketing team’s priority list. But for many, it can feel overwhelming. Watch Jordan Con, Product Marketing Manager at Marketo, for our webinar, Marketing Analytics 101: How to Prove and Improve Marketing Impact with Data, where he sets the foundation for a solid marketing data and analytics strategy, no matter where you are in your journey.
How, when, and why to use journey and impact analytics
How to prove and improve impact with attribution data
What goes into good dashboards and reports
Mike Madden, Head of Commercial, Tim Ozmina, Sr. Marketing Specialist, Hayley Ferrante, Sr. Marketing Specialist, MarketoRecorded: Jan 31 202049 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
Trent Warrick, Jeff Kunken, BrightTALKRecorded: Jan 30 202051 mins
Rich content is a hugely powerful demand generation resource, but developing that content is often resource intensive in itself. To get the greatest mileage out of your content, a thoroughly planned promotional strategy should be considered at the outset.
From atomization to follow-up content and additional steps prospects can take to advance the sales process, to the promotional emails ahead of your initiative, all stages should be considered.
In this webinar learn best practices to get more bang for your content buck through mindful planning and tips to improve any campaign.
easyDITA & The Content WranglerRecorded: Jan 16 20208 mins
How should you reuse content? Copy and paste? Before doing that, consider the long-term health of your documentation. Structured content offers some incredible forms of content reuse that are fast, powerful, and sustainable.
Ken Gardner, CEO and Founder - conDatiRecorded: Jan 15 202029 mins
At first glance it appears your brand digital ad campaigns are saturated. Throwing additional spend at them is not producing the revenue lift you hoped for. It seems you have hit the point of diminishing returns… but have you?
Campaigns can appear saturated, especially if you limit analysis for bid optimization decisions to the confines of your ad platforms, but with the right tools in hand you could get 10%+ lift from those campaigns. In today’s complex marketing environment, an AI-based revenue optimization process that is continuous and sequential is needed. Sophisticated algorithms that identify high potential micro segments and can adapt to changes in market and competitive conditions are required to lift the return.
Join conDati’s CEO Ken Gardner as he showcases how an online retailer leveraged conDati RevenueLift™ (an AI-driven marketing platform for campaign decisioning and predictive analytics) to drive an impressive 13% lift in e-commerce revenue over a historically low holiday period.
Jeff Kunken, Jon Mycroft, BrightTALKMar 5 20204:00 pmUTC60 mins
The need for a content marketing program is nearly universally understood, however, only 25% of B2B marketers report being able to effectively measure their effectiveness.
Without accurate and actionable metrics and reporting, how can a marketer expect to improve?
In this webinar we'll discuss what metrics are most useful, how to get richer engagement data, and how this data can be used to optimize your programs and content.
Dr. Andrew Chamberlain, Chief Economist at GlassdoorMar 5 20206:00 pmUTC34 mins
What will 2020 hold for hiring? Find out in this virtual event with Glassdoor’s Chief Economist, Dr. Andrew Chamberlain!
You'll learn what's coming in the year ahead – and how to get ahead of the curve – with specific tactics including:
- How to stand out in a culture-first decade
- How to manage politics as they relate to employer identity
- How to embrace AI in small doses at every level to win
Sam Small, CSO, ZeroFOX & Joe Carrigan, Senior Security Engineer & Outreach Coordinator, Johns Hopkins UniversityMar 10 20203:00 pmUTC61 mins
For most organizations, digital engagement means business. Today’s institutions invest in digital platforms to engage with customers and ease support. However, cybercriminals also recognize the value of digital platforms and exploit this new and expanding attack surface, deploying spoofed domains, bogus social media accounts, and fraudulent mobile applications to engage with the same customers. These attacks are facilitated by a no-cost social landscape, low technical barriers, ease of target acquisition and payload delivery, and broad access to potential victims through these platforms. Leading industry analyst firms and security-conscious enterprises have recognized the seriousness of these risks and now view “Digital Risk Protection (DRP)” as a key element of information security and cyber risk management.
Patricia D'Ambrosio, Pearson EducationMar 10 20205:00 pmUTC60 mins
Delivering and updating content can be time-consuming and expensive. According to recent research, users increasingly rely on animation for information. And, the demand for animation is miring many companies in a video swamp.
But there's a fast, free, and effective alternative that improves ROI and delivers within minutes instead of hours or weeks.
Join Scott Abel, The Content Wrangler, and his special guest, Pat D'Ambrosio of Pearson Education, for this free, one-hour webinar. Learn why users are demanding animated GIFs. Pat will show you how you can create custom GIFs fairly easily. You will also learn how to develop a template, and Pat will show you a few time-saving tips.
1) Learn about the research
2) Learn about a new and free program, and
3) Pick up tips that will dramatically reduce the costs of providing animation in your content.
Rob Hanna, Val Swisher & Scott AbelMar 11 20203:00 pmUTC45 mins
Join Scott Abel, The Content Wrangler, for a discussion with content strategy gurus Rob Hanna (Precision Content) and Val Swisher (Content Rules) about the findings from the 2020 DITA Satisfaction Survey. Rob and Val will explore several of the trends uncovered in the report and their impact on satisfaction in technical documentation shops that leverage the Darwin Information Typing Architecture to create technical documentation content.
A copy of the DITA Satisfaction Report will be provided to all registrants.
Patrick Bosek, Dawn Stevens & Scott AbelMar 11 20204:00 pmUTC45 mins
Join Scott Abel, The Content Wrangler, for a discussion with technical communication content experts, Patrick Bosek (Jorsek/easyDITA), and Dawn Stevens (Comtech Services, Inc.) about the findings from the 2020 DITA Satisfaction Survey. Patrick, Dawn, and Scott will discuss the benefits — including the development of valuable capabilities — realized by technical documentation shops that leverage the Darwin Information Typing Architecture.
A copy of the DITA Satisfaction Report will be provided to all registrants.
Steve O'Sullivan, Mark Lewis, Joe Gelb & Scott AbelMar 11 20205:00 pmUTC45 mins
Join Scott Abel, The Content Wrangler, for a discussion with intelligent content experts Mark Lewis and Steve O’Sullivan (Caliper Content Services), and Joe Gelb (Zoomin Software) about the findings from the 2020 DITA Satisfaction Survey. Mark, Steve, Joe, and Scott will propose the collection of metrics that matter — and share proven approaches used by technical communication team leaders to convince executives to support the adoption of the Darwin Information Typing Architecture.
A copy of the DITA Satisfaction Report will be provided to all registrants.
Dr. Sam Small, CSO, ZeroFOX & Scott Matsumoto, CISO, CircleMar 12 20202:00 pmUTC59 mins
The threats facing financial institutions are not new: from data breaches and information leakage, spearphishing and customer scams, to financial fraud, bad actors are set on stealing your revenue, damaging your brand, and weakening your customer trust. But as we expand avenues for engagement, the attack surfaces have changed. Bad actors now rely on social media to impersonate your brand and top executives in order to gain access to your information and customers. Cyberattackers use dark web forums to plan attacks and share vulnerabilities. Early warning and visibility into the networks that these actors use to conduct attacks is critical.
In this webinar, ZeroFOX’s Chief Security Officer, Dr. Sam Small and Scott Matsumoto, CISO, CIrcle, discuss the top digital threats facing their organizations, tactics they’ve seen used most often on social and digital platforms to target their customers, employees and brand, and steps organizations can take to protect themselves against these risks. Sam will present the latest ZeroFOX Threat Research on the top digital threats the ZeroFOX Alpha Team has identified within the financial services industry.
•Understand the modern digital threat landscape and where bad actors live, such as deep and dark web forums, code sharing sites and social media sites
•Gain knowledge of the top digital risks facing the financial industry and the tactics bad actors use to conduct attacks on your organization and customers
•Hear directly from financial services experts on the top digital threats facing financial organizations and how to effectively and proactively address them
Sam Small, CSO, ZeroFOX & Ashlee Benge, Threat Researcher, ZeroFOXMar 19 20203:30 pmUTC50 mins
For retailers, digital platforms represent real opportunity for profitability. With online sales at an all-time high, retailers rely on social media, websites and marketplaces to promote products and sell goods directly to consumers. Cybercriminals have recognized the opportunities that online platforms represent for retailers, using malicious domains, counterfeit goods, coupon/gift card scams and impersonations on social media to engage directly with unwary consumers. Retailers must address these new risks to protect revenue, brand reputation and consumer trust. Attendees will gain early access to research results and review key findings from the latest ZeroFOX research on the top digital threats facing the retail sector, from domain-based attacks to counterfeit goods and scams. Hear from industry experts from global retailers discussing the real impact of digital transformation and the associated risks to the retail market.
Laura Patterson, Presidenet VisionEdge Marketing Moderated by Shawn Elledge, Founder of Lead Generation InstituteMar 26 20206:00 pmUTC45 mins
For many business leaders growth is the number one mandate. But growth doesn’t just occur – it takes intent and deliberate action. Join this program if you are looking for a practical customer-centric framework that provides a systematic process for navigating and accelerating a sustainable path to organic growth.
During this program, Laura Patterson, author of the new Fast-Track Your Business and thought leader on using data-derived insights, operational excellence, and performance management to accelerate growth will cover:
• Making customer-centric more than a buzzword
• Using upstream Marketing to drive growth
• Applying a framework to accelerate traction in the market
Robert J. Lewis, Ph.D.Jun 17 20205:00 pmUTC60 mins
A broad overview of basic research methods accessible to product-based businesses of all sizes. The discussion focuses on the most common and useful qualitative and quantitative research methods, and how to overcome each technique's individual disadvantages.
Participants will learn:
- How to define their business problem better, and choose the right method(s) to solve it.
- How to practically implement several very useful methods without the need for proprietary software.
- How to leverage the data they already have to find insightful patterns.
- Which methods are out there. Business leaders often do not realize there is a method that has been built specifically for their class of problem.
Having a broad understanding of the types of techniques that are out there (*and what they are for*) can be 90% of the battle.
About the speaker:
Robert J. Lewis, Ph.D. is a quantitative social scientist and software developer. His academic work in media psychology and entertainment has garnered more than 700 citations in his discipline. He has worked with multiple clients on various types of research problems, including Whatsmywine.com, Summery.ai, Crux Climbing Gym, and Rhu Collective. Additionally, he taught analytics and research methods to advertising students for seven years at The University of Texas at Austin.