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Social Media Marketing

  • How BCD Travel Amplifies Their Content On Social Media
    How BCD Travel Amplifies Their Content On Social Media Brandy Wilson, Global Marketing and Communications Manager at BCD Travel and Daniel Ku, Director of Marketing at PostBeyond Recorded: Sep 20 2018 49 mins
    BCD Travel is a top five global travel company and a leading provider of global corporate travel management. As social media growingly become more of an integral part of their customer interactions, BCD Travel looked to activate their global teams through employee advocacy.

    The marketing team at BCD Travel needed a solution to engage their client-facing employees to amplify their content and drive quality traffic to their website. In 10 months, they were able to generate more than 17,000 shares, over 100,000 content interactions and 10X their ROI.

    Join Brandy Wilson, Manager, Global Marketing and Communications at BCD Travel and Daniel Ku, Director of Marketing, PostBeyond in our next webinar on September 20, 2018, at 2 pm EDT.

    In this webinar, you'll learn:

    - What you need to launch an employee advocacy program
    - How to empower your client-facing teams to connect with potential customers on social media
    - How to keep a pulse on what content is resonating with your audience
  • The Triangle of Product Knowledge: Connecting the Dots with Digital Experience
    The Triangle of Product Knowledge: Connecting the Dots with Digital Experience Joe Gelb Recorded: Sep 13 2018 62 mins
    In most companies, the majority of knowledge around your product falls into one of three categories: technical documentation, knowledge articles, and community discussions. Each type of knowledge, authored and managed by different stakeholders, has an essential role in bringing a varied perspective serving the cycle of evaluating, purchasing, using, troubleshooting, and maintaining your product, all of which contribute to overall customer success.

    Join Scott Abel, The Content Wrangler, and his special guest, Joe Gelb, Founder and President of Zoomin Software for this free one-hour webinar on the Triangle of Product Knowledge.

    Documentation represents the formal, curated, long-tail knowledge backed by product management and engineering. Knowledge articles and FAQs represent the focused in-the-trenches know-how compiled by your support and service organization garnered from real-life use. Community discussions represent crowd-sourced knowledge from power users inside and outside of your company.

    In this webinar, Joe will examine trends towards connecting these varied forms of content into a unified digital experience, helping your company drive up the value of your content, with the ultimate goal of achieving higher customer satisfaction.
  • The Future is Now: Neuroscience, Chatbots, Voice, and Microcontent
    The Future is Now: Neuroscience, Chatbots, Voice, and Microcontent Barry Saiff and Rob Hanna Recorded: Sep 13 2018 62 mins
    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
  • How to cross new frontiers with your subscription business
    How to cross new frontiers with your subscription business Patrick Unnold, VP Customer, Recurly and Luke Salinas, SVP Strategy, Adyen Recorded: Sep 12 2018 60 mins
    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

    Speakers:
    * Patrick Unnold, VP Customer, Recurly
    * Luke Salinas, SVP Strategy, Adyen
    * Lily Varon, Analyst, Forrester
    * Rachael Brownell, Moderator, VentureBeat

    Sponsored by: Recurly and Adyen
  • Help Your Prospects Love You Again Using Intent Data
    Help Your Prospects Love You Again Using Intent Data Mike Madden, Demand Generation Director, Marketo Recorded: Sep 6 2018 44 mins
    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
  • Marketo's Secrets to Scalable Demand Generation
    Marketo's Secrets to Scalable Demand Generation Mike Madden, Director Demand Generation, Marketo Recorded: Sep 3 2018 53 mins
    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!

    You'll learn:
    - 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
  • The Master Content Model at Mayo Clinic: Aligning Omnichannel Content Workflows
    The Master Content Model at Mayo Clinic: Aligning Omnichannel Content Workflows Jay Maxwell, Cruce Saunders & Joe Gollner Recorded: Aug 22 2018 61 mins
    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

    Attendee Takeaways

    • 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
  • How to Choose Influencers Based on Your Business Values
    How to Choose Influencers Based on Your Business Values Alistair Wheate Recorded: Aug 16 2018 60 mins
    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.
  • 2018: The Year of Social Advocacy in The Workplace
    2018: The Year of Social Advocacy in The Workplace David Lloyd, CEO of PostBeyond and Gary Edwards, President of Golfdale Consulting Recorded: Aug 10 2018 57 mins
    Interest for employee advocacy in the workplace has risen significantly by 191% in the last four years according to new research from Golfdale Consulting.

    This isn’t surprising since many companies are seeing the untapped opportunity that an employee advocacy program can provide. This is why we’re partnering with Golfdale Consulting, a data-driven management consulting, in our first webinar of 2018.

    In this webinar, we discuss top trends, challenges, and opportunities for advocacy in the workplace for 2018. You’ll get an in-depth look into usage trends, perception and policies from employees to executive leadership.
  • Aligning B2B Content to Specific Buyers: Do You Know Your Audience?
    Aligning B2B Content to Specific Buyers: Do You Know Your Audience? Melanie Turek, Vice President of Research, Frost & Sullivan Recorded: Aug 9 2018 40 mins
    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.
  • Maximize The Reach Of Your Content Through Micro-Influencers
    Maximize The Reach Of Your Content Through Micro-Influencers Daniel Ku, Director of Marketing, Sarah Beatty, Customer Success Manager, at PostBeyond Recorded: Aug 8 2018 44 mins
    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.
  • Reaching the C-Suite: Engaging Executives with Ideas and Innovation
    Reaching the C-Suite: Engaging Executives with Ideas and Innovation Rob Leavitt, Senior Vice President, ITSMA Recorded: Aug 8 2018 59 mins
    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.
  • Promo Smarter, Not Harder: Strategies to Expand Your Audience & Boost Engagement
    Promo Smarter, Not Harder: Strategies to Expand Your Audience & Boost Engagement Hilary Lunkes, Email Marketing Specialist, CareerBuilder Recorded: Aug 8 2018 40 mins
    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.

    About CareerBuilder®
    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.
  • Turn on, Tune in, Drop Knowledge: Build Your Brand via Podcasting
    Turn on, Tune in, Drop Knowledge: Build Your Brand via Podcasting Kent Lewis, President, Anvil Media Recorded: Aug 7 2018 59 mins
    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.

    Key takeaways:
    - 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.
  • The Revenue-Focused B2B Content Marketing Playbook
    The Revenue-Focused B2B Content Marketing Playbook Jason Stewart, VP Strategic Content, ANNUITAS Recorded: Aug 7 2018 51 mins
    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.
  • Got Leads? How to Find Your Content Core and Drive Revenue From Content
    Got Leads? How to Find Your Content Core and Drive Revenue From Content Garrett Moon, CEO & Co-Founder of CoSchedule and author of the 10x Marketing Formula Recorded: Aug 7 2018 56 mins
    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.

    Key Takeaways:

    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.
  • Three Steps to Authentic Connections in B2B
    Three Steps to Authentic Connections in B2B David Pitta, CMO, BrightTALK and Val-Pierre Genton, VP Product Marketing, BrightTALK Recorded: Aug 7 2018 61 mins
    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
  • Persuading Prospects Through Personalization | Uberflip
    Persuading Prospects Through Personalization | Uberflip Randy Frisch, Founder & CMO, Uberflip Recorded: Aug 3 2018 38 mins
    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
  • Man Versus Machine for Editing Content
    Man Versus Machine for Editing Content Val Swisher Recorded: Jul 26 2018 54 mins
    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
  • Content that Sticks: What We've Learned in the Past 15 Years
    Content that Sticks: What We've Learned in the Past 15 Years Scott Abel, President, The Content Wrangler; David Pitta, BrightTALK; Val-Pierre Genton, BrightTALK Recorded: Jul 10 2018 33 mins
    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.
  • Building a Vibrant Network of Female Leaders
    Building a Vibrant Network of Female Leaders Megan Bozzuto,International Association of Women; Kelly Harris, BrightTALK Recorded: Jul 10 2018 31 mins
    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!
  • Experimental and Experiential: Pivotal's Content Marketing Secrets
    Experimental and Experiential: Pivotal's Content Marketing Secrets Pieter Humphrey, Rita Manachi, David Pitta Recorded: Jul 10 2018 31 mins
    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!
  • Driving Acquisition and Engagement in Financial Services
    Driving Acquisition and Engagement in Financial Services Ludivine Evra, Natasha Power, Stuart West Recorded: Jul 10 2018 31 mins
    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
  • Introducing the 2018 BrightTALK Awards
    Introducing the 2018 BrightTALK Awards David Pitta, CMO, BrightTALK Recorded: Jul 10 2018 16 mins
    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.
  • How to Be Relevant in a World that Won't Stop Talking
    How to Be Relevant in a World that Won't Stop Talking Dawn Brock, NETSCOUT; Tim Garon, (ISC)²; Yuliya Shlychkova, Kapersky Lab; Val-Pierre Genton, BrightTALK Recorded: Jul 10 2018 34 mins
    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.
  • A Conversation about Conversational Content
    A Conversation about Conversational Content Scott Abel, Bill Rogers, Lauren Golembiewski, and Jim Compton Sep 25 2018 5:00 pm UTC 60 mins
    Join Scott Abel, The Content Wrangler, for a lively discussion with three experts about the challenges inherent in creating conversational content for chatbots and intelligent devices. Scott will chat with Bill Rogers, Founder and CEO of Orbita, Lauren Golembiewski, CEO and Co-founder at Voxable, and Jim Compton, Technology Program Manager at Moravia.

    Register today! It's free. Not sure you can attend? Register anyway. Attendees receive a link to the recording shortly after each webinar.
  • How BCD Travel Amplifies Their Content On Social Media
    How BCD Travel Amplifies Their Content On Social Media Brandy Wilson, Global Marketing and Communications Manager at BCD Travel and Daniel Ku, Director of Marketing at PostBeyond Sep 25 2018 6:00 pm UTC 49 mins
    BCD Travel is a top five global travel company and a leading provider of global corporate travel management. As social media growingly become more of an integral part of their customer interactions, BCD Travel looked to activate their global teams through employee advocacy.

    The marketing team at BCD Travel needed a solution to engage their client-facing employees to amplify their content and drive quality traffic to their website. In 10 months, they were able to generate more than 17,000 shares, over 100,000 content interactions and 10X their ROI.

    Join Brandy Wilson, Manager, Global Marketing and Communications at BCD Travel and Daniel Ku, Director of Marketing, PostBeyond in our next webinar on September 20, 2018, at 2 pm EDT.

    In this webinar, you'll learn:

    - What you need to launch an employee advocacy program
    - How to empower your client-facing teams to connect with potential customers on social media
    - How to keep a pulse on what content is resonating with your audience
  • An Introduction to Content Engineering
    An Introduction to Content Engineering Alan J. Porter Sep 27 2018 5:00 pm UTC 60 mins
    The current content evolution necessitates a strong alignment of teams across all areas of our organizations. Each individual or department that touches content at any stage of its development — from CEOs, CMOs, and CTOs, to content strategists and authors, to developers and UX designers — must now work even more closely in order to effectively manage content production and distribution.

    Content engineers bridge the divides between departmental silos and between content lifecycles. Individuals in this position play an important role in the design and facilitation of content structure throughout the entire strategy, production, and distribution cycle from start to finish.

    Join Scott Abel, the Content Wrangler and his special guest, Alan J. Porter, content engineer and head of Strategic Services at [A] for this free one-hour webinar. Attendees will learn:

    1) Strategies that content engineers use for content valuation
    2) How content engineers apply these strategies to support intelligent content practices
    3) About the six core disciplines of the content engineering practice
    4) The content engineer’s ultimate tool to organize and orchestrate intelligent content — the Master Content Model™

    About Alan J. Porter

    Alan J. Porter is the Senior Executive responsible for strategic client services leadership at [A]. Alan has an extensive background within the industry and has consulted for large, well-known enterprises and organizations. He has helped shape the content intelligence space through his writing and thought leadership. As the author of The Content Pool, Alan promotes the concept of content as an enterprise asset with real value. He advocates the convergence of content across an organization and the foundational role of content intelligence in harnessing that convergence in order to deliver exceptional customer experiences.
  • Key Marketing Metrics that Score Big with the C-Suite
    Key Marketing Metrics that Score Big with the C-Suite Christa Tuttle, CEO, Launch Marketing Oct 2 2018 5:00 pm UTC 60 mins
    Senior executives are more fluent in analytics and spreadsheets now than ever before, and they
    want regular reporting on their return on investment. So, how do you determine which analytics
    are the most valuable to share with your C-level staff?
    For C-Suite decision makers, interest in metrics comes down to understanding the ROI on their
    marketing dollar investment. In this presentation, Christa Tuttle, CEO of Launch Marketing,
    breaks down the most important elements of tracking customer acquisition cost (CAC), lifetime
    customer value and marketing generated revenue to make sure you are armed and ready to
    demonstrate the value of your marketing programs.
  • Can your data infrastructure support AI marketing?
    Can your data infrastructure support AI marketing? Rolf Schromgens, CEO, Trivago Oct 3 2018 3:00 pm UTC 62 mins
    Are you AI-ready? You need to be. Artificial intelligence marketing applications are delivering on their promise to source new insights to grow your business fast, AI technology is becoming available to any company looking for a competitive edge, and now’s the time to move, if you want to stay ahead of the curve.

    But the challenge is not just in defining an AI strategy; it requires developing the infrastructure to support it.

    Should you be developing in-house, or look to available technology and collaborate with outside experts? Keep deployment on-premise, or reach for the cloud? Can your current infrastructure, from server performance to processing power, stand up to the demands of increasingly complex AI applications?

    Get ready to level up your marketing strategy with AI, advance your technological capabilities in smart, strategic ways, learn how to make sure your next infrastructure move helps you exploit the AI advantage and more when you join this VB Live event!

    Register for free!

    Attend this webinar and learn:
    * How to tell if your marketing and IT departments are AI-ready
    * The fundamentals of an AI-driven infrastructure
    * The role of clean, definable data goals in successful AI implementation
    * How to scale the AI workload

    Speakers:
    * Andrew Malinow, PhD., Principal Data Scientist, Zylotech
    * Rolf Schromgens, CEO, Trivago
    * Sherif Mityas, Chief Experience Officer, TGI Friday's
    * Michele Goetz, Principal Analyst, Forrester
    * Rachael Brownell, Moderator, VentureBeat

    Sponsored by Zylotech
  • MRP and guest Forrester Discuss Qualities of ABM Leaders
    MRP and guest Forrester Discuss Qualities of ABM Leaders Jim Regan and Steve Casey Oct 3 2018 5:00 pm UTC 64 mins
    Join our guest Steve Casey, Principal Analyst for B2B marketing at Forrester, and Jim Regan, CMO and Co-Founder at MRP, to learn why artificial intelligence and machine learning are crucial to future proofing your account based marketing strategy. ABM and AI are converging and delivering actionable triggers to transform your customers’ experiences forever.

    Steve and Jim will share their perspectives on why utilizing AI to make predictions on prospects’ buying patterns and using those predictions to inform content strategy has shown greater results in account-based marketing strategies.

    Here’s what you’ll learn from this webinar:
    •Why AI should inform and operationalize your ABM strategy
    •When centralized insights can enable a consistent content strategy by target account
    •How to close the loop on integrated ABM strategies to identify and replicate high performing tactics, while eliminating the low performing ones
  • Enabling Content in Chatbots and AI: The Microcontent Solution
    Enabling Content in Chatbots and AI: The Microcontent Solution Steve Manning, Vice President Consulting Services, Precision Content Oct 3 2018 9:00 pm UTC 60 mins
    We are giving you a second chance to catch one of our favorite sessions! The addition of Bots, voice-enabled interfaces, and Artificial Intelligence means we must change the way we structure content. We are moving from a broadcast style of communication – publish and hope for the best – to a more conversational style of communication. More question and answer.

    This imposes requirements on the content models you need to create if you want to talk to the Bots. We must be more granular in our models. We need to implement Microcontent.

    Join our special guest host, Val Swisher, and Steve Manning In Part II of this series, where Steve will go a little deeper. He will discuss the language of bots/AI: intents, attributes, and assets. Then he’ll relate that to how the granularity you design into your models, the semantic labels you apply to elements, and the taxonomy you capture in creation can make or break your ability to publish DITA content to the new technologies. The session will include real-world scenarios that rely on a microcontent strategy.
  • Leveraging Real Behavioral Intent to Identify and Convert Your Buyers
    Leveraging Real Behavioral Intent to Identify and Convert Your Buyers Val-Pierre Genton, VP Product Marketing, BrightTALK Oct 4 2018 2:00 pm UTC 60 mins
    When you think of your customers as a jumble of demographics and lead scores, it's easy to miss the critical intent indicators that help you understand their pain points and needs on a deeper, more human level. For those of you who have started using intent signals to prioritize accounts or leads, you're likely challenged by the fact that anonymzed data without any context around where the engagement happened and for how long, makes it hard to turn intent signal into business growth. Discover the behavioral indicators that signal real intent for identifying and converting your ideal accounts and buyers. Learn how to use them to boost content and demand marketing success.

    In B2B marketing, acquiring and inspiring prospects and customers can feel like a frustrating guessing game, but that doesn't have to be the case. Join BrightTALK's very own Val-Pierre Genton for a dialogue on one of the most important topics in marketing. You'll walk away from this session with insights on:
    Truly defining your audience. We'll look beyond cookie-cutter personas and help you get into the mindset of your buying committee.
    Tapping into the intent signals that really matter via proprietary, first-party data and key sources that give you the full picture.
    Putting it all together. Turn intent into engagement in a few steps.
  • Marketing Attribution:  Uncovering the Truths & How to Get There?
    Marketing Attribution: Uncovering the Truths & How to Get There? JoAnne McDougald, Advisor, Expert Marketing Advisors & Deirdre Mahon, Advisor, Expert Marketing Advisors Oct 4 2018 5:00 pm UTC 60 mins
    Attribution is no easy thing for today's marketeer. Everyone in the business is asking "what's the repeatable sales cycle and number of touches our buyer takes to get a deal over the line". Finance puts pressure on teams to report in near real-time what's working and what's not and without answers budgets are held up. Sales teams need to personalize outbound efforts so they can efficiently engage the buyer but marketing needs to guide what content and what channels work best.

    Navigating the maze of attribution is both a qualitative and quantitative undertaking and unless you have the tech stack fully integrated, you may be missing key pieces of the puzzle. As daunting as it can be there is a step by step approach to follow and over time you achieve clarity. Join this webcast to learn best practice approaches to becoming a fully attributed marketing engine.
  • The Need for Employee-Focused Communication
    The Need for Employee-Focused Communication Scott Abel, Aaron Baldwin, Deborah Bosley & Ray Walsh Oct 4 2018 5:00 pm UTC 60 mins
    Companies of all shapes and sizes proclaim that “employees are our greatest asset.” Does this trite and overused phrase mean anything? If so, how are these values reflected in the way we communicate with employees?

    Join Scott Abel, The Content Wrangler, for a 30-minute discussion with three content industry experts about the need for a unified internal communication strategy. Scott will chat with data management expert Aaron Baldwin, plain language specialist Deborah Bosley, and localization maven Ray Walsh about the reasons we should adopt a formal, repeatable strategy for internal employee-focused communications.
  • The Data-Driven CMO: Master Marketing Attribution With Search-Driven Analytics
    The Data-Driven CMO: Master Marketing Attribution With Search-Driven Analytics Scott Holden, Chief Marketing Officer, ThoughtSpot Oct 4 2018 7:00 pm UTC 60 mins
    Join CMO, Scott Holden, in a live webinar to learn how his team has mastered marketing attribution with ThoughtSpot’s search-driven analytics. Using ThoughtSpot, Scott’s entire marketing team can now analyze all their marketing data in one place without waiting weeks.
    We'll cover:
    - Top data sources and key metrics to include when building out your marketing analytics program
    - Best practices for transform your team into a data-driven marketing masters
    - How search-driven analytics is enabling the entire marketing team to analyze attribution without a team of data scientists
  • Data Analytics are Changing Marketing Forever
    Data Analytics are Changing Marketing Forever Melanie Turek,Fellow & Vice President, Frost & Sullivan Oct 4 2018 9:00 pm UTC 60 mins
    With the rise of mobile and social, customers are more knowledgeable and empowered than ever. Their ability to access and share information anytime and anywhere gives them enormous control over their interactions with the companies they do business with—and they know it. As a result, they expect data-driven, personalized interactions at every stage of the marketing and sales funnel. One way marketers can adjust for the new normal is by leveraging big data and analytics—along with artificial intelligence, mixed reality and machine learning.
  • Publishing DITA Content to a Chatbot
    Publishing DITA Content to a Chatbot Patrick Bosek Oct 9 2018 8:00 pm UTC 60 mins
    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.
  • The Value of Visuals: How Visuals Can Unlock Dramatic Savings in Productivity
    The Value of Visuals: How Visuals Can Unlock Dramatic Savings in Productivity Ryan Knott Oct 11 2018 7:00 pm UTC 60 mins
    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.
  • Debunking Customer Experience Myths
    Debunking Customer Experience Myths Lynn Hunsaker Oct 23 2018 5:00 pm UTC 60 mins
    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.