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Social Media Marketing

  • 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.
  • How to Write a Good Brief When Working with Influencers
    How to Write a Good Brief When Working with Influencers Alistair Wheate Recorded: Jul 5 2018 60 mins
    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: Insights from a Growth-Focused Enterprise CMO
    Riadh Dridi: Insights from a Growth-Focused Enterprise CMO Riadh Dridi, CMO, RingCentral Recorded: Jul 3 2018 14 mins
    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: How to Apply Storytelling to Your Marketing Efforts
    Carla Johnson: How to Apply Storytelling to Your Marketing Efforts Carla Johnson, Keynote Speaker, Marketing Expert and Chief Experience Officer for Type A Communications Recorded: Jul 3 2018 8 mins
    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
  • The Future of Content: The Content Professional’s Primer to AI & Chatbots
    The Future of Content: The Content Professional’s Primer to AI & Chatbots Val Swisher Recorded: Jun 28 2018 60 mins
    Join subject matter expert, Val Swisher, for a highly illuminating and thought-provoking exploration into artificial intelligence (AI) and its potential impact on the future of content.

    In this talk, learn more about:

    * How, at its heart, AI is a sophisticated natural language processor.

    * The synergy between content management/taxonomies and training AI natural linguistic patterning.

    * How content management is critical to AI effectiveness in data mining dark content and determining future applications such as virtual agents and chatbots.
  • Influencers - Who They Are and How to Pick Them for Your Business feat Ian Moyse
    Influencers - Who They Are and How to Pick Them for Your Business feat Ian Moyse Alistair Wheate Recorded: Jun 21 2018 62 mins
    Join us on June 21st on our webinar where we will be discussing what makes an influencer, who they are and how to pick them for your business.

    In this Webinar we will look at:

    1. Understanding influencer objectives & motivations

    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
  • Learning Together: Motion Infographics
    Learning Together: Motion Infographics Barry Saiff, Saiff Solutions Recorded: Jun 20 2018 53 mins
    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?
  • ABM and the Three R’s: Measuring What Matters Most
    ABM and the Three R’s: Measuring What Matters Most Rob Leavitt, Senior Vice President, ITSMA Recorded: Jun 7 2018 62 mins
    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.
  • Deliver Your Message with Pinpoint Accuracy
    Deliver Your Message with Pinpoint Accuracy Ted McNulty, VP Sales, AdDaptive Recorded: Jun 6 2018 29 mins
    This Webinar will focus on leveraging the latest technology to effectively and efficiently reach niche B2B audiences at scale.

    By combining cutting-edge Digital Media technology with accurate offline data, participants will learn how to deliver their message to B2B decision makers with pinpoint accuracy to drive leads and increase revenue.
  • Hit a Home Run with ABM
    Hit a Home Run with ABM Stephanie Kelly (Terminus) & Torrey Dye (Terminus) Recorded: Jun 6 2018 39 mins
    In the account-based game, you’re not looking for one big hit. You need your entire lineup to consistently perform across all nine innings. Join this webinar to learn how to draft the best accounts, manage your ABM campaign lineup, and keep score.

    We will show you how to:

    * Prioritize target accounts through a data-driven approach
    * Manage full-funnel ABM campaigns
    * Build an ABM scorecard for marketing and sales
    * How to Knock Your ABM Out of the Park

    Presenters;
    * Stephanie Kelly - Director of Marketing and ABM Operations, Terminus
    * Torrey Dye - Director of ABM, Terminus
  • The “ABM Trifecta”: Leveraging Sales, Marketing and CS with Top Target Accounts
    The “ABM Trifecta”: Leveraging Sales, Marketing and CS with Top Target Accounts Carlyn Manly, Folloze Recorded: Jun 6 2018 51 mins
    Connecting with your target accounts and looking at customer lifetime value holistically are foundational components of any successful account-based marketing (ABM). From defining who they are, to converting them into loyal customers by working synergistically to consistently deliver an awesome buying and customer experience – when done right, ABM can incite a Go-to-Market “revolution” for enterprises. In this session, hear from Marketo CS alumna and now Head of Marketing at Folloze, a leading ABM Engagement Platform, how to best enable your “ABM Trifecta” – the collaborative efforts of your sales, marketing and CS teams – to engage, develop, win and RETAIN your top target accounts faster. Specifically, in this session you will learn:

    •Best practices in defining and identifying your target accounts and how to set them up operationally
    •What we mean by the “Bow-Tie Funnel Effect” and its role in enabling companies to be more customer-centric, while also optimizing for and sustaining revenue growth
    •How the key to conversion (both from initial deal or by land-and-expand) is achieved through meaningful digital engagement that is education-driven and consultative – via the “ABM Trifecta”
  • ABM: How to Reach & Engage Hard-to-Reach, Global Buyers
    ABM: How to Reach & Engage Hard-to-Reach, Global Buyers Kelly J. Waffle, VP, Marketing & Partnerships, Kwanzoo Recorded: Jun 6 2018 57 mins
    In this presentation, Kelly Waffle will show how to make ABM programs more effective, efficient, and actionable by reaching the hard-to-reach buyer globally. Many talk about ABM, some run pilot programs, and a few see expectations meeting success. Kelly will share tips, proven techniques, and research to help you see success with:

    * Account and Contact data analysis
    * Audience profiling and segmentation
    * Global account reach and targeting
    * Program metrics
    * Campaign optimization
    * Measurement and reporting
    * The Last Mile - passing insights to Sales


    Tune into this session to learn how to better connect with the hard-to-reach buyers across your target accounts, and have more meaningful conversations with your Management and Sales.
  • Understanding Account Based Marketing: Are you Doing Everything you Can to Drive
    Understanding Account Based Marketing: Are you Doing Everything you Can to Drive Melanie Turek, Frost & Sullivan Recorded: Jun 5 2018 46 mins
    Traditionally, B2B marketers have attempted to go wide with their campaigns in an effort to reach the largest number of people with a broadly appealing message. But for the past few years, leading companies have started to embrace Account Based Marketing, which identifies key accounts in the company portfolio and then targets them directly with content and messaging designed to appeal just to them.

    The goal is typically to land or maintain high-value accounts that, together, can deliver 80% or more of annual revenues—and thereof deserve 80% or more of your marketing resources. This session will outline the benefits of ABM and offer a few cautions to beware of along the way—ensuring success as you embark on this new and effective journey.

    Presented by Melanie Turek, VP Connected Work, Frost & Sullivan

    As a Fellow and VP of Research for Connected Work at Frost & Sullivan, Melanie covers a broad range of markets, leveraging long-standing relationships with leading industry participants’ senior executives and customer organizations.

    Melanie has more than 25 years' experience covering video and web conferencing, social networking, unified communications, voice, IP communications, instant messaging and presence, and the end-to-end customer experience, as well as a wide range of business software and services.

    Melanie brings deep technical expertise and in-depth understanding of the ways in which technology can positively impact business processes and performance. She studied social anthropology at Harvard, and she views technology transformation through that lens.
  • Aligning Sales and Marketing to Increase ABM Impact
    Aligning Sales and Marketing to Increase ABM Impact Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA Recorded: Jun 5 2018 48 mins
    ABM is not something marketing can do alone. One of the four basic principles is partnering with sales. So, whether you’re taking a one-to-one, one-to-few, or one-to-many approach to the accounts that matter most—or even a blended strategy—alignment with sales will be the difference between mediocre and outstanding results.

    Join Bev Burgess, ITSMA’s ABM practice leader to explore the alignment you need for different types of ABM and the best ways to achieve sales buy-in and ongoing engagement with your program. Bev will draw on real examples from ITSMA's marketing excellence award winners as well as the latest research on best practices.
  • How to Listen, Learn, and Engage with the Modern B2B Buyer
    How to Listen, Learn, and Engage with the Modern B2B Buyer Jill Rowley Recorded: May 31 2018 53 mins
    Nobody wants to sold to or to be just a database target. You need to engage prospects. Today’s buyers want to be heard and helped, on their terms, not yours. Join Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist, to discuss how marketing and sales teams can work together to transform your digital sales strategy.
  • How AI is Changing Marketing
    How AI is Changing Marketing Gil Allouche, CEO, Metadata.io Recorded: May 17 2018 43 mins
    In this webinar, Metadata.io CEO Gil Allouche will talk about the different ways AI is being used by marketers. From analyzing data to orchestrating new marketing campaigns, AI is powering marketing activities in new and exciting ways and affecting interactions throughout the entire customer lifecycle. As an example of how AI can have a tremendous impact on marketing practices, Gil will focus on its role in lead generation. Webinar attendees will learn:

    - What Machine Learning is in relation to AI and how it connects your data to find patterns
    - Examples of how machine learning can identify target audiences, including the 20 percent that creates 80 percent of your revenue
    - How AI technology can help marketers prioritize their budgets to focus on the most effective programs
    - Starting with small, iterative uses of AI in marketing can be the most effective way to understand what will yield the most ROI

    Gil Allouche founded Metadata.io to make demand generation easy for non-technical marketers. The Metadata.io platform and AI Operator evolved from Gil's experiences hacking various marketing and CRM systems to get the solutions he needed.
  • The Content Convergence Has Arrived
    The Content Convergence Has Arrived Alan J. Porter Recorded: May 16 2018 60 mins
    Intelligent content is the foundation of the new age of digital customer experiences in any language. As a consequence, the worlds of marketing communication, technical communication, and localization are converging as companies need to take a more holistic view of how customers interact with their global brands. This presentation will discuss this convergence and how companies can best position themselves and their content to power their digital transformation.

    Join The Content Wrangler and our special guest presenter, Alan J. Porter, Head of Strategic Services at [A], for this free one-hour webinar. Porter will demystify how to start the discussion of content convergence in your own organization and he’ll provide samples of metadata you should consider adding when attempting to manage global content. Attendees will also gain insight into a content engineering approach to holistic content use.
  • Cash in at scale on the esports explosion
    Cash in at scale on the esports explosion Dean Takahashi, Lead Writer, GamesBeat Recorded: May 9 2018 60 mins
    The esports market is on fire. Last year 43 million people watched the League of Legends world championships, a multiplayer fighting game. And it's not a niche market of teenage boys in basements. A recent report found that 31 million people watch esports tournaments in the U.S., and more than double that -- 68M -- in China.

    And the question is -- how do you monetize that at scale?

    Look to the wild success of the Asia-Pacific esports companies. The companies who stage events like China’s 2017 Riot Championships, which posted more than 32 million viewers, have been able to compel customers to actually pay to view content, and even tip players, with the right streaming and payment technologies.

    Don’t miss this VB Live event for keen insights from leaders in the space on how U.S. companies can effectively operate globally or begin to expand globally. You’ll learn how to confront the challenges that scaling your audience can pose and improve it, from west to east, as you look to capture more of the global audience opportunity.

    Register now for free.

    You’ll learn about:
    * The opportunities provided by the growth in the esports streaming content market
    * What's causing the streaming content surge and market growth
    * The technology making this explosive esports growth possible on a global scale
    * Confronting the problems around scale in markets like China and elsewhere

    Speakers:
    * Dean Takahashi, Lead Writer, GamesBeat
    * Johannes Waldstein, CEO, FanAI Inc.
    * Roc Harry, Relationship Director, Worldpay
    * Carter Rogers, Senior Analyst, SuperData Research

    Sponsored by Worldpay
  • Improving Customer Experience: The Content Optimization Maturity Model
    Improving Customer Experience: The Content Optimization Maturity Model Val Swisher Recorded: Apr 26 2018 57 mins
    The key to providing a great customer experience is having great content. Content optimization is about making sure your content performs at its best. Content sells, describes, and evangelizes your product or service. In many cases, it is your product or service.

    Val will help you identify which content optimization stage you are in and how to take your content to the next level.

    In this webinar, you will learn to:

    • Improve customer experience
    * Increase quality and consistency
    * Improve your brand
    * Decrease creation and translation costs
    * Improve time to market

    Get your questions ready and we hope to see you there!
  • The ROI of good design
    The ROI of good design Max Caldwell, Growth Marketing at SketchDeck Recorded: Apr 18 2018 41 mins
    From marketing content to sales presentations and from ads to events, your company has hundreds of design needs each month. Many teams are unable to keep up with the demand, leading to bad design and a decline in productivity. In fact, according to research by SketchDeck, 47% of marketers in the US report having to design customer-facing material themselves.

    Attend our webinar to learn why design is important, the top challenges marketers face scaling good design, and how to build a business case to overcome those challenges for your company.

    Covered in the webinar are:

    ● The impact of good design on revenue growth
    ● What the barriers are to achieving great design in a company
    ● The impact of bad design on sales and productivity
  • Man Versus Machine for Editing Content
    Man Versus Machine for Editing Content Val Swisher Jul 26 2018 5:00 pm UTC 60 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
  • 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 Aug 7 2018 5:00 pm UTC 60 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.
  • Turn on, Tune in, Drop Knowledge: How to Build an Audio Brand via Podcasting
    Turn on, Tune in, Drop Knowledge: How to Build an Audio Brand via Podcasting Kent Lewis, President, Anvil Media Aug 7 2018 9:00 pm UTC 60 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.
  • 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 Aug 8 2018 5:00 pm UTC 60 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.