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Webinar and Video Marketing

  • Applying the Mini-MBA in Marketing Applying the Mini-MBA in Marketing Mark Ritson & Russell Parsons Recorded: Jul 28 2016 59 mins
    In this entertaining and useful 40 minute webinar, Professor Mark Ritson will discuss the structure of the Marketing Week Mini-MBA in Marketing and the logic behind the approach. He will then look at some recent case studies in marketing where the topics he will teach on the Mini-MBA are directly applicable. It’s a great chance to learn a bit more about the September course but also to get Ritson’s take on some of the big marketing moments of the past few months.
    The topics covered during the session will include:
    -Brand Equity
    -Market Orientation
    -Segmentation
    -Positioning
    -Marketing Communications
  • Meet, Greet & Inspire the EMEA Marketing Buyer Meet, Greet & Inspire the EMEA Marketing Buyer Andrea Goodkind, Senior Marketing Manager at BrightTALK Recorded: Jul 21 2016 40 mins
    While the digital advertising and marketing spend continues to exponentially grow, marketers are still seeing imperfect conversion rates from prospect awareness to SQLs. Site or landing pages convert at 7% and content syndication sites convert at 2%.

    EMEA marketers bear many different tasks, roles and challenges as they work to expand their business growth across the diverse regions. Driving better conversion rates means starting out with the who and getting your marketing content where they are.

    Out of the 4 million professionals researching on BrightTALK, 68,000 marketing professionals from EMEA are engaging with leading brands. We’ve studied the researching habits of these marketers and are sharing them in this action packed session.

    This session will reveal how to circumvent being lost in the sea of vendors and how to acquire your best buyers through videos and webinars.
  • How Content Fuels the Entire Buyer's Journey How Content Fuels the Entire Buyer's Journey Hana Abaza, VP Marketing at Uberflip & Dallas Jessup, Global Content Marketing Manager at BrightTALK Recorded: Jul 20 2016 61 mins
    Marketers spend a crazy amount of time acquiring and nurturing potential buyers before they’re handed off to sales and ultimately customer success. The lifecycle of a customer can oftentimes be disjointed, but there are easy fixes to circumvent this with content.

    Join Uberflip and BrightTALK as we discuss how to incorporate content throughout the entire buyer’s journey - from identifying prospects to securing renewals. Join us to learn how to:
    - Design the content experience to attract and engage potential buyers
    - Enable sales to leverage content (and messaging) throughout the sales cycle
    - Support customer success to create engaged clients
  • Recognise, Understand, & Value Me – Employing tech to bring analytics to life Recognise, Understand, & Value Me – Employing tech to bring analytics to life Panellists: Jonathan Carter, Acxiom; Lee Witherell, Communisis; and Ruaraidh Thomas, DST Recorded: Jul 13 2016 51 mins
    Join this BrightTALK Academy panel session and learn to improve your customer engagement by making the most of your data. This webinar examines:

    • How effective analytics drive better decision-making and improve customer experiences
    • How technology creates real-time improvements in marketing performance
    • Creating the perfect value exchange with the insight you collect on client behaviours and preferences

    Leaders from Acxiom, Communisis Data Intelligence, and DST Applied Analytics will share their expertise in the field of marketing intelligence and analytics in this 45-minute panel discussion.
  • Meet the North American IT Visionary (overview) Meet the North American IT Visionary (overview) BrightTALK Recorded: Jul 12 2016 2 mins
    Marketers are maneuvering as quickly as possible to earn the attention and trust of some of the hottest professionals out there - IT Visionaries. So, what does it take to influence these individuals to identify (and purchase) your vision and products? BrightTALK delves into the new research of over 756,000 North American IT Visionaries on BrightTALK and discusses what it takes to acquire and inspire them.
  • Conveying complex B2B concepts: Demandbase + BrightTALK Conveying complex B2B concepts: Demandbase + BrightTALK Demandbase Recorded: Jul 7 2016 3 mins
    Demandbase, an industry-leader in account-based marketing, has the challenge of telling a very complex value story that may not be familiar for their customers and prospects. BrightTALK Studios is able to help them engage their audiences with conceptual and data-driven short animated videos that convey complex information simply and visually, converting those viewers forward to deeper forms of content.
  • Extending the reach of physical events: MarketCounsel + BrightTALK Extending the reach of physical events: MarketCounsel + BrightTALK MarketCounsel Recorded: Jul 7 2016 2 mins
    How can you ensure that your investment in a conference or face-to-face event engages as large an audience as possible? Bring your event online with a mix of live webcasting, event highlights and thought leadership interviews. Find out how BrightTALK Studios helped MarketCounsel do exactly that.
  • Gain immediately profitable new customers – find out how Gain immediately profitable new customers – find out how Thomas Hobbs (Marketing Week), Jessica Stephens (CMO at SmartFocus) Recorded: Jul 6 2016 59 mins
    Not all new customers are created equal. You might spend more acquiring them than they give back to you in lifetime value. So imagine a world where ALL of your new customers were profitable customers? Join the SmartFocus webinar, in association with Marketing Week, for immediate tactics on how cross-channel content plays a role in finding new customers automatically without extra resource or the use of agencies. By personalising in real-time for even the unknown prospect, contextualisation at the top of the funnel drives impressive growth for your business.
  • Applying the Mini-MBA in Marketing Applying the Mini-MBA in Marketing Mark Ritson Recorded: Jun 30 2016 64 mins
    In this entertaining and useful 40 minute webinar, Professor Mark Ritson will discuss the structure of the Marketing Week Mini-MBA in Marketing and the logic behind the approach. He will then look at some recent case studies in marketing where the topics he will teach on the Mini-MBA are directly applicable. It’s a great chance to learn a bit more about the September course but also to get Ritson’s take on some of the big marketing moments of the past few months.
    The topics covered during the session will include:
    -Brand Equity
    -Market Orientation
    -Segmentation
    -Positioning
    -Marketing Communications
  • Creating Marketing Videos that Guarantee ROI Creating Marketing Videos that Guarantee ROI Simon Gerzina, Vice President of BrightTALK Studios; Moderator: Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Jun 23 2016 46 mins
    So you’ve read all of the recent stats: 52% of marketers worldwide name video as the content format with the highest ROI and 70% of B2B buyers are watching video as research during their path to purchase. You’re ready to make video content a part of your marketing plan, but what kind of video should you be making? And how will you get value from it?

    In this webinar we’ll be discussing the right formats of video to meet different marketing objectives, and how to best use the different videos you create to achieve ROI. Using case studies from BrightTALK Studios customers across industries, we’ll give you a practical framework to create successful videos that'll hit your KPIs.
  • Creating Marketing Videos that Guarantee ROI [EMEA Edition] Creating Marketing Videos that Guarantee ROI [EMEA Edition] Jon Mycroft, Creative Account Director at BrightTALK Studios; Moderator: Andrea Goodkind, Sr. Marketing Manager at BrightTALK Recorded: Jun 23 2016 40 mins
    So you’ve read all of the recent stats: 52% of marketers worldwide name video as the content format with the highest ROI and 70% of B2B buyers are watching video as research during their path to purchase. You’re ready to make video content a part of your marketing plan, but what kind of video should you be making? And how will you get value from it?

    In this webinar we’ll be discussing the right formats of video to meet different marketing objectives, and how to best use the different videos you create to achieve ROI. Using case studies from BrightTALK Studios customers across industries, we’ll give you a practical framework to create successful videos that'll hit your KPIs.
  • Your webinar is over - now what? Thinking beyond the live event Your webinar is over - now what? Thinking beyond the live event Ken Molay, President of Webinar Success Recorded: Jun 21 2016 53 mins
    Are you judging the success of your webinars purely on the results from the live presentation? The power of webinars lies in their ability to provide ongoing business returns long after “event day”. Effective marketers consider post-webinar promotions strategies from the start.

    Join us on the BrightTALK Academy as webinar expert Ken Molay shares best practices and practical advice for achieving post-webinar returns. This free online session will cut out the fluff with a concise 30 minutes of nonstop tips and tricks, followed by a full 15 minutes to answer your questions live on the air. You’ll be on your way with enough time to get a cup of coffee and prepare your notes for your next meeting!

    Register today for your chance to learn:
    - How to boost views of your webinar recordings
    - Ways to repurpose recordings in sales, marketing, and customer relations
    - Tips for structuring content to improve post-webinar usefulness
    - Techniques for reengaging previous webinar attendees
  • Meet the IT Visionary: Influencing the IT Pro Meet the IT Visionary: Influencing the IT Pro Val-Pierre Genton, VP of Audience at BrightTALK Recorded: Jun 16 2016 56 mins
    Marketers are maneuvering as quickly as possible to earn the attention and trust of some of the hottest professionals out there - IT Visionaries. So, what does it take to influence these individuals to identify (and purchase) your vision and products? BrightTALK’s VP of Audience, Val-Pierre Genton, delves into the new research of over 756,000 North American IT Visionaries on BrightTALK and discusses what it takes to acquire and inspire them.

    This session will delve into many questions impacting the IT professional’s buyer’s journey, including:
    - How do you engage an IT professional?
    - What types of content do IT professionals prefer to consume?
    - What are the consumption habits of these individuals?
    - What’s unique about persuading an IT pro?
  • Underutilised Promotional Tactics to Increase Engagement Underutilised Promotional Tactics to Increase Engagement Andrea Goodkind, Senior Marketing Manager at BrightTALK Recorded: Jun 16 2016 31 mins
    In the age of optimisation and testing, marketers are always looking for new ways to stand out from their competitors. Whether you’re focused on inbound or outbound marketing, there are numerous things you can do to create a better experience with your company to drive engagement -- and thus revenue.

    This short session will discuss some of the most underrated promotional tactics at your disposal to entice, engage and excite your prospects.
  • Actionable Takeaways to Nurture Prospects throughout the Buyer’s Journey Actionable Takeaways to Nurture Prospects throughout the Buyer’s Journey Rob Arnold, Principal Analyst, Connected Work at Frost & Sullivan and Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Jun 15 2016 34 mins
    It can be difficult to get noticed among the over-abundance of content continuously marketed to B2B buyers. The best way to maximize your exposure and connect with your buyers is to offer easily discoverable, on-demand access to the most relevant resources. However, simply reaching prospects does not ensure they will successfully become a customer. Modern buyers are self-educating on purchase decisions at every stage of the sales funnel and have specific expectations throughout their journey (and career level).

    In this presentation Frost & Sullivan and BrightTALK will discuss:
    - Keeping prospects engaged throughout the buying cycle
    - The types of content prospects want in different stages
    - How prospects interact with relevant content
  • The Future of Social Analytics The Future of Social Analytics Leonie Roderick (Marketing Week), Luke Moore (Head of EMEA and APAC Sales for Crimson Hexagon) Recorded: Jun 9 2016 40 mins
    At Crimson Hexagon, we help the leading brands and agencies globally keep up with the fast changing world of social media. As we grow and develop our social intelligence, we aim to ensure they can tackle three big challenges the future of social will bring: image analytics, trend spotting and advanced emotion detection.

    In this Marketing Week webinar, in association with Crimson Hexagon, we will aim to take on these three challenges, providing examples of how organisations can future proof their businesses to deal with:

    Image recognition and analytics
    With more than 1.8 billion images posted to social media channels like Twitter, Facebook, Instagram, Tumblr and Whatsapp every day, how can brands better analyse campaign performance, identify influencers and understand consumer audiences?

    Trend spotting
    People have been sharing opinions and interests on social networks for more than 10 years. What can brands learn by analysing 750 billion social posts about how your target audiences are evolving and what they are talking about?

    Advanced emotion detection
    As organisations become more sophisticated in their application of social intelligence across different departments and business units, how can organisations move beyond positive and negative sentiment to distil true meaning from social conversation?
  • Professional Pursuits: Why People Participate in Online Communities Professional Pursuits: Why People Participate in Online Communities Melanie Turek, VP of Connected Work Research & Nick Markwith, Senior Manager of Communities & Audience Growth at BrightTALK Recorded: May 24 2016 47 mins
    Creating a dynamic, robust community is a critical task for today’s marketers. Your community needs to cultivate a collaborative, inclusive approach that delivers real value, thought leadership, and a platform for commentary and connections. One of the best ways for marketers to build their brand and drive loyalty is to give customers a place to go for information, best-practices advice, analysis, news, and peer interaction.

    However, creating a community is not the same as nurturing one. Marketers must understand what works—and what doesn’t—when it comes to bringing people to the site, again and again. Join us for this data-driven webinar to discuss what over 1,000 BrightTALK members had to say about what they’re looking for when they’re researching and participating in online events.
  • Meet the IT Visionary: Influencing IT's digital journey Meet the IT Visionary: Influencing IT's digital journey Kayleigh Thomas, Senior Specialist at Symantec & Joshua Downs, IT Community Manager at BrightTALK Recorded: May 24 2016 32 mins
    What does it take to acquire and inspire the IT visionary in Europe? Symantec's Senior Specialist and BrightTALK's IT Community Manager dive into the habits of IT professionals and how to engage them in the multi-channel buyer's journey of today’s world.

    This session will delve into many questions impacting the IT professional's digital experience, including:
    - What engages an IT professional?
    - What content types do IT professionals prefer to consume?
    - What’s unique about persuading an IT pro?
  • The Science of Engaging Webinar Presentations The Science of Engaging Webinar Presentations Susannah Shattuck, Content Marketing Manager at Prezi and Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: May 18 2016 52 mins
    Webinars are a powerful tool for engaging prospects and filling the sales funnel, and their increasing popularity amongst B2B marketing and sales teams is a testament to this. However, developing effective presentations for your online audience is easier said than done. When delivering remote presentations, speakers are often competing with email, social media, YouTube and the likes. So, how do you get your key message to resonate with your audience in an engaging, persuasive, and memorable way in this era of perpetual digital distraction?

    In the age of Big Data, this is where science comes in. Research has shown that there are numerous tactics to take your webinar presentations to the next level.

    In this session, Susannah Shattuck, Content Marketing Manager at Prezi, and Dallas Jessup, Content Marketing Manager at BrightTALK, will narrow down the must-implement tactics and discuss:
    - How to be a more persuasive presenter - backed by science;
    - Sure-fire ways to ensure your message is ingrained into your audience’s brains;
    - Why you should focus on visuals and stories for revenue generating webinar presentations.
  • Big SEO for Big Data: Leveraging SEO to Find Clients Seeking Big Data Solutions Big SEO for Big Data: Leveraging SEO to Find Clients Seeking Big Data Solutions Scott Masson, Head Of Technical at SUSO Digital; Moderator: Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: May 12 2016 39 mins
    Big data and data analytics provide invaluable insight for businesses, guiding and steering everything from the decisions made in board rooms to the way they market and provide goods and services to their customers.

    As more-and-more businesses are becoming aware of the agility and competitive edge big data gives them, it’s getting harder for the agencies and start-ups that actually provide big data services to rise above the herd and get found by the businesses looking for them.

    In this webinar, we look at how big data and data analytics companies can shape SEO to their own niche in order to find businesses looking for their exact services and expertise. The webinar covers:
    • Identifying the search terms potential customers are using to find big data companies
    • How to identify niches to get the highest return on the least SEO investment
    • How to use your own big data resources as link building assets and lead generation
    • Key elements of technical and on-site SEO
  • Your Top 10 Demand Gen Questions Answered Your Top 10 Demand Gen Questions Answered Andrea Goodkind, Senior Marketing Manager at BrightTALK Recorded: May 12 2016 31 mins
    There’s not a single company out there not leveraging at least three demand generation tactics to scale their business - SMBs to enterprises alike. Marketers have been tasked to revolutionise and personalise their marketing efforts to acquire their target audience and convert them into customers.

    Over the past year, the BrightTALK marketing team has hosted and published 103+ webinars and videos working with marketers to solve the most pressing impediments to their demand generation. This session will answer 10 commonly asked questions impacting your demand generation strategy - both high-level and detailed such as:

    - How do I stand out from the crowd when there is so much noise?
    - What are the best tactics to keep late stage content, like testimonials, feel authentic?
    - How can we improve our marketing and sales alignment?
  • Is video production the trick that HR departments are missing? Is video production the trick that HR departments are missing? Michelle Salta - Creative Account Director, Amanda Field - Recruiter, and Mike Marsdale - Video Producer Recorded: Apr 29 2016 17 mins
    If your HR department isn't using video as a method of Talent Management, you are behind the curve. With a generation of millennials entering the work force, you need to explore new ways to keep them interested, engaged and excited about your company.

    In this live roundtable discussion, you'll hear from a group of people who are experienced with not only recruiting but producing and directing these types of videos. They share their first hand experience with leveraging video content within HR departments, both clients' and BrightTALK's.

    Learn from these experts on how to tell your company's story, expand the reach of that story through social media and appeal to a younger work force with polished pieces of content that take your company's appearance to a new level.
  • TED-ify your online presentations: The power of multimedia in B2B Marketing TED-ify your online presentations: The power of multimedia in B2B Marketing Cameron Jahn, Director of Product Marketing & Dallas Jessup, Content Marketing Manager at BrightTALK Recorded: Apr 28 2016 42 mins
    Technology has provided a vast landscape to connect with more people, in more places than ever before. However, there is a lot of market noise pulling your buyers in various directions. The best solutions aren’t always the most talked about. Brand loyalty is driven through value-add marketing.

    While there are more ways than ever to talk to your audience -- you’re not necessarily connecting with them. This session will dive into better ways to engage your audience and convert viewers into advocates through:
    - Speaking tactics to create a two-way dialogue with your audience
    - When (and why) to incorporate rich media in your message
    - Developing a story to balance your value proposition while entertaining your audience
  • TED-ify your online presentations: The power of multimedia in B2B Marketing EMEA TED-ify your online presentations: The power of multimedia in B2B Marketing EMEA Andrea Goodkind, Senior Marketing Manager at BrightTALK Recorded: Apr 28 2016 27 mins
    Technology has provided a vast landscape to connect with more people, in more places than ever before. However, there is a lot of market noise pulling your buyers in various directions. The best solutions aren’t always the most talked about. Brand loyalty is driven through value-add marketing.

    While there are more ways than ever to talk to your audience -- you’re not necessarily connecting with them. This session will dive into better ways to engage your audience and convert viewers into advocates through:
    - Speaking tactics to create a two-way dialogue with your audience
    - When (and why) to incorporate rich media in your message
    - Developing a story to balance your value proposition while entertaining your audience