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Webinar and Video Marketing

  • How to Create Professional B2B Video Content (for Non-Video Producers) How to Create Professional B2B Video Content (for Non-Video Producers) Jon Spenceley, Community Marketing Manager, Vidyard Recorded: Feb 15 2017 46 mins
    Everyone and their second cousin wants more video content; it's the medium that today's buyers crave. But not every marketer has the ability (or the funds) to sign a full production house for every video project. That's why today's savviest marketers are bringing video production in house.
    Join this webinar and learn:

    •The essential, must-have video equipment you'll need
    •Five tips for creating professional-quality videos
    •How to set up an in-office studio
    •How to produce more of what your customers want, and less of what they don't
    •When to call in a video production expert
  • 8 Ways Video Can Supercharge the Bottom of Your Funnel 8 Ways Video Can Supercharge the Bottom of Your Funnel Joe Gelata, Head of Global Revenue Operations, Vidyard Recorded: Feb 8 2017 36 mins
    Video is a very persuasive medium; it’s engaging and leads can use it to make their way through the entire funnel at their own pace – all you have to do is set up the content journey. At the bottom of the funnel, video can help you seal the deal when it comes to closing and can even help you post-purchase when you want to reinforce that you were the right choice.
    Join this webinar to learn:

    •8 different video types to support the BoFu
    •How to map your content to different stages of the funnel
    •What information your potential buyers are looking for
    •How to connect your video marketing campaigns to ROI
  • CMO Priorities and Predictions for 2017 [EMEA Edition] CMO Priorities and Predictions for 2017 [EMEA Edition] David Pitta, CMO, BrightTALK Recorded: Feb 2 2017 31 mins
    We asked BrightTALK’s community of CMOs and marketing executives one simple but important question: What are your marketing predictions for 2017?

    Join us live as we share the most compelling responses. We’ll review the biggest B2B marketing trends of 2016, the current martech landscape, and the priorities of marketing leaders in the year ahead.

    In this webinar, we will discuss:
    - Major trends currently top of mind for CMOs
    - How the marketing profession continues to evolve in 2017
    - Key data and trends in the marketing technology landscape
  • Going Beyond Digital Disruption - Big Bad Wolf or Fairy Godmother? Going Beyond Digital Disruption - Big Bad Wolf or Fairy Godmother? Lyndon Hedderly (Director of Digital Strategy, Acquia) and Lucy Tesseras (Marketing Week) Recorded: Jan 26 2017 51 mins
    We’re living in historic times. Whether you want to call it digital disruption, digital transformation, digital evolution or digital darwinism, digital is hot but it’s also considered a threat. Everyone wants to 'go digital' but what does this really mean? Rarely has a word meant so much and yet been so ill-defined.

    Over the course of this Marketing Week webinar, in association with Acquia, we will explore the recent history of digital and how it has shaped the landscape we live and work in today, through to what the analysts and consultancy firms are saying about how to position digital within your organisation.

    You will learn:
    • How to go about putting together a digital framework to help with your strategic guidance, as well as things to be aware of along the way.
    • The importance of focusing on the customer and customer experience.
    • Real world examples of creating and implementing more personalised customer experiences on digital platforms.

    Overall, this webinar will help you turn digital from a threat (big bad wolf) into an opportunity (the fairy godmother effect).
  • How to Use Live Streaming for More than Just Live Streaming Stuff How to Use Live Streaming for More than Just Live Streaming Stuff Jeff Gadway, Director of Product Marketing, Vidyard Recorded: Jan 24 2017 28 mins
    Whether you ask marketing, corporate comms, or HR, they’ll all tell you that live streaming is a growing part of how they do business. It's a powerful tool for connecting remote audiences to live, brand-building moments, but its power extends beyond a one-way broadcast. Learn how to master going live and keeping that engagement rolling.

    Join this webinar and learn:

    • 5 ways to use live streaming to connect with customers and employees

    • How to generate leads from live streamed footage

    • How to measure the performance of your live streams

    • What to consider when evaluating a live streaming solution
  • 5 Ways to Generate Leads with Video 5 Ways to Generate Leads with Video Joe Gelata, Head of Global Revenue Operations, Vidyard Recorded: Jan 17 2017 33 mins
    As video takes center stage as the content medium of choice, marketers need to take full advantage of this engaging medium for lead generation. It's no surprise, then, that top marketers are using video as part of their demand gen efforts to drive even more leads (not to mention a 19% lower cost per lead!).

    Using real-world examples, this webinar will detail:

    • The two approaches to generate leads with video
    • Five ways to generate leads with video and when to use each
    • Best practices for generating the best quality leads
    • How to tailor your lead gen activities based on funnel stage
  • The new marketing reality: how organisations can capitalise on opportunities The new marketing reality: how organisations can capitalise on opportunities Jeremy Waite (EMEA Marketing Evangelist, IBM), Jim Clark (Research Director, Econsultancy) Recorded: Dec 8 2016 60 mins
    This webinar will highlight results from Econsultancy’s New Marketing Reality report in partnership with IBM.

    The traditional funnel no longer works. It assumes audiences are linear and predictable in their behaviour. At the same time, it doesn’t take into account the fact that people will act the way they want to act, rather than sticking to a sequence designed by marketers.
    Despite this being the perceived wisdom among practitioners, organisations still spend billions creating awareness to acquire new customers. What they should be doing is spending this on keeping existing customers happy by providing a superior customer experience.
    This webinar will seek to explore why organisations are failing to take into account this new marketing reality. In doing so, it will underline the challenges marketers face when trying to get a joined-up view of the customer and the opportunities that can be had from unlocking the value of customer data.

    As part of this, the webinar will address some of the following points:

    · What role does first-party data play in marketer’s strategies, and what facts are preventing organisations from making better use of their customer data?
    · How effectively are organisations joining the dots when it comes to linking their understanding of consumer journeys from online to offline? What sources of data are they using?
    · How do organisations rate the importance of understanding the customer journey and for more progressive marketers, what have been the business benefits of this understanding?
    · What’s driving this overall strategy – are organisations using this intelligence of the customer to drive business-focussed outcomes or measure the performance of individual campaigns?
    · What new technologies are practitioners using to make sense of audiences, from marketing automation to AI and intelligent algorithms?
  • Influencer Marketing: The Creator's Perspective Influencer Marketing: The Creator's Perspective Francis Trapp (Founder & CEO, Brandnew IO) and Jonathan Bacon (Marketing Week) Recorded: Dec 7 2016 43 mins
    Run better Influencer Marketing campaigns when you find out what influencers really think!

    Influencer marketing is based on people and building relationships. We surveyed our network of 25,000+ influencers to get their views on working with brands. Find out how you can build and nurture your relationships with Influencers to get the best results from your campaigns.


    Key Learnings:

    ●How creators view sponsored content
    ●How creators are currently working and hope to work with brands in the future
    ●Gaps in expectations between marketers and influencers
    ●Challenges in influencer marketing and how we can address them to build better campaigns


    Register now for the chance to learn how to build better Influencer relationships to get the most out of your campaigns.
  • Getting to the heart of what makes communities tick Getting to the heart of what makes communities tick Mark Hallums (Toluna), Cara Edwards (Toluna), Rachel Gee (Marketing Week) Recorded: Nov 30 2016 53 mins
    Join Marketing Week and Toluna for a webinar dedicated to exploring and maximizing the value of branded communities, along with the latest, most innovative applications for community approaches.
    We’ll dive into the customer experience and learn about what keeps community members engaged, and will hear case studies from leading brands within the education, media, and entertainment sectors.

    Topics we'll cover:
    - Branded Communities Through the Eyes of Community Members
    - Digital Tracking Adds Depth to Communities (Learn More about the What Behind the Why)
    - How Top Brands are Using Communities and Achieving Success
  • Amplifying The Social Experience At Every Touchpoint Amplifying The Social Experience At Every Touchpoint Mindi Chahal (Marketing Week), David Chalmers (Senior Director of Marketing at Cvent) Recorded: Nov 24 2016 57 mins
    In a recent survey, 75% of respondents had no social strategy in place or a fuzzy one at best.* Don’t be like most people; tune into this live Marketing Week webinar, in association with Cvent. An effective social media strategy should take attendees on a seamless journey, from pre-event through to post-event. This interactive discussion will approach each part of the event cycle – before, during and after. Tune in to discover how to effectively integrate social at every touchpoint, amplify the live event content on all platforms, and engage all of your attendees.
    * Aberdeen Benchmark Report, Inc
  • The 2016 State of Marketing Attribution in the UK, France, and Germany The 2016 State of Marketing Attribution in the UK, France, and Germany Gavin Flood (Marketing Director, AdRoll EMEA) and Jim Clark (Research Director, Econsultancy) Recorded: Nov 22 2016 53 mins
    Attribution is often described as trying to find a single source of truth for the relative impact of every channel on the customer path to conversion.

    However, the proliferation of the marketing stack, advertising channels, and user devices has made that search ever more challenging, as have the various schools of thought around the best attribution strategies.

    Thus, AdRoll has partnered with Econsultancy to evaluate the state of marketing attribution in the UK, France and Germany. Join Gavin Flood, AdRoll EMEA marketing director, and Jim Clark, Econsultancy research director on November 22nd for a live webinar to make sense of attribution in 2016.

    In this webinar you will learn how to tackle numerous attribution challenges:

    - Learn why most organisations don’t carry out attribution across the majority of their campaigns and how to remedy this.
    - Benchmark your organisation against your peers and find out which methods and technologies they are using.
    - Discover the skills and training needed for successful attribution.
    - Ask any and all your questions live.
  • Proven Marketing Automation Practices for High Webinar ROI [EMEA Edition] Proven Marketing Automation Practices for High Webinar ROI [EMEA Edition] David Pitta, CMO at BrightTALK & Daniel DePaoli, Senior Marketing Operations Specialist at BrightTALK Recorded: Nov 10 2016 59 mins
    As marketing continues to grow more scientific, vendors are expected to deliver more value not only in their own technologies, but also in combination with the rest of the marketing tech stack.

    Join BrightTALK as we review marketing automation best practices for webinars, including real-world examples of running webinar programmes and reporting in Marketo using BrightTALK’s advanced connector.

    By integrating your marketing automation platform with BrightTALK, you can drive ROI with more webinar engagement data and reduced follow-up time on your leads with our hourly sync.

    In this live webinar, you’ll learn:
    - Operational excellence in webinar programs, prospect follow-up, and reporting
    - How to leverage rich webinar engagement data in custom, fully automated interesting moments on your lead records
    - Best practices in Marketo from BrightTALK
  • How (ISC)² Uses BrightTALK to Grow Their Global Audience How (ISC)² Uses BrightTALK to Grow Their Global Audience ISC² & BrightTALK Recorded: Nov 9 2016 2 mins
    Learn how (ISC)² has used BrightTALK to engage and nurture 72,000 global IT professionals with rich webinar content.
  • Amplifying Webinar ROI in Marketing Automation Amplifying Webinar ROI in Marketing Automation Justin Gray, CEO & Founder, LeadMD & David Pitta, CMO, BrightTALK Recorded: Nov 8 2016 44 mins
    As marketing continues to grow more scientific, vendors are expected to deliver more value not only in their own technologies, but also in combination with the rest of the marketing tech stack.

    Join LeadMD and BrightTALK as we review marketing automation best practices for webinars, including real-world examples of running webinar programs and reporting in Marketo using BrightTALK’s advanced connector.

    By integrating your marketing automation platform with BrightTALK, you can drive ROI with more webinar engagement data and reduced follow-up time on your leads with our hourly sync.

    In this live webinar, you’ll learn:
    - Operational excellence in webinar programs, prospect follow-up, and reporting
    - How to leverage rich webinar engagement data in custom, fully automated interesting moments on your lead records
    - Best practices in Marketo from BrightTALK and LeadMD
  • How Uberflip Increased Sales Opportunities with BrightTALK How Uberflip Increased Sales Opportunities with BrightTALK Uberflip & BrightTALK Recorded: Oct 27 2016 2 mins
    Learn how Uberflip used BrightTALK to get their content in front of a global audience of 500,000+ marketers -- without stretching their bandwidth.
  • Funnel Vision: How to Improve your Digital Marketing Efforts Funnel Vision: How to Improve your Digital Marketing Efforts Sarah Vizard (MW), Alan Fitzgerald (Head Market Specialist, AdRoll) & Éadaoin Murphy (Senior Manager, HubSpot EMEA) Recorded: Oct 27 2016 57 mins
    Digital advertising has proven to be an effective tool for many marketers as display ads enable you to reach new audiences and retargeting can allow you to reconnect with existing prospects and customers. But how can digital marketing be most effectively leveraged within an inbound marketing strategy?

    In this Marketing Week webinar, in association with HubSpot and AdRoll, learn how to:

    Define the inbound marketing and sales funnel

    Create effective ads to support your retargeting efforts

    Identify where in the inbound methodology various forms of ads are most effective
  • The Data Dilemma The Data Dilemma Charlotte Rogers (Marketing Week) and Steve McNicholas (Managing Director of Marketing Solutions at Callcredit) Recorded: Oct 12 2016 43 mins
    Data and analytics are the lifeblood of effective marketing and consumer engagement. However, we found many of the marketers we recently surveyed are facing a data dilemma. On the one hand, they know data analytics is integral to achieving their marketing objectives. On the other hand, many are struggling with the resource-intensive nature that navigating data demands. This data dilemma is two sides of the same coin, where marketers can feel overpowered, rather than empowered, by data.
    In this Marketing Week webinar, in association with Callcredit, we will explore some of the reasons behind The Data Dilemma and ways in which marketers can gain control over their data, to translate it into insight that drives growth.
  • Staying Ahead of Digital Disruption Staying Ahead of Digital Disruption Leonie Roderick (Marketing Week), David Aponovich (Senior Director, Digital Experience - Acquia) Recorded: Sep 29 2016 55 mins
    Digital business isn’t just a fad. Digital business is now
    just business. And it has created a whole new level of expectations among your customers, prospects and new competition in your industry. Your organisation’s success will be determined based on your ability to deliver more personalised digital experiences that meet customer expectations in the moment, as well as your ability to move quickly to combat digital savvy competitors trying to push you aside.

    In this Marketing Week webinar, in association with Acquia, we will help you stay ahead and not fall behind in a world of digital disruption that’s changing faster than many can keep up with. We’ll talk about:

    - How to stay ahead of digital disruption, and customers’ changing demands, by blending the right combination of digital experience technology and organisational strategy
    - How personalisation, new modes of interaction like voice-based interaction (Amazon Echo), digital screens and signage, and other digital channels are expanding the definition of digital experience success
    - Describe common internal organisational barriers that cause you to fall behind and prevent you from moving quickly to stay ahead of the market and your stakeholders
    - Address how a flexible digital experience platform can help Business and IT to work together and provide a strong foundation for whatever comes next in a fast-changing, digital-first world
  • The Science of Memorable and Persuasive Presentations The Science of Memorable and Persuasive Presentations Susannah Shattuck, Content Marketing Manager, Prezi & Taylor Freitas, Content Marketer, BrightTALK Recorded: Sep 28 2016 57 mins
    Whether delivering webinars or sharing decks via SlideShare, marketers need to create presentation content that keeps their audiences engaged—and persuades them to take action. Developing effective presentations for an online audience, however, is easier said than done. How do you create memorable, persuasive content in this era of constant distraction? How do you create presentations that get your audience to put down their phones and start paying attention?

    This is where the science comes in. Research has shown that there are a few key tactics that you can employ to create marketing presentations that your audience won’t forget.

    In this session, Susannah Shattuck, Content Marketing Manager at Prezi, and Taylor Freitas, Content Marketer at BrightTALK, will share tactics to make your content more memorable and persuasive. They will discuss:

    - How to design presentations that tap into your audience’s deep memory and stay ingrained in their brains;
    - Scientifically-backed ways to create more persuasive content;
    - Why visuals and storytelling are the keys to effective presenting.
  • No theory or waffle – just 10 great personalisation campaigns No theory or waffle – just 10 great personalisation campaigns Mindi Chahal (Marketing Week), Andrew Furlong (CRO Director at RedEye) Recorded: Sep 27 2016 44 mins
    Personalisation is the key to boosting sales, customer loyalty and conversion, yet only a handful of brands are doing it. How’s this for startling? 72% of companies say they know they need to implement personalisation but aren’t sure how to do it.

    Well that’s where we come in. Andrew Furlong, RedEye’s CRO Director, will not only explain the importance of personalisation, but give real, tangible actions you can take to start ramping up your personalisation efforts. We’ll be focussing on real-life campaign examples you can take away and implement quickly to rapidly see increased conversion, loyalty and ROI.
  • How to Conduct Research for Revenue Generating Content How to Conduct Research for Revenue Generating Content Melanie Turek, VP of Connected Work at Frost & Sullivan; Taylor Freitas, Content Marketer at BrightTALK Recorded: Sep 20 2016 45 mins
    In a data-centric workforce, metrics and benchmarks provide professionals reasons to invest, alter, and evolve their strategy. One of the biggest trends in content creation and delivery is conducting surveys to capture your target audience’s pain points, thoughts, strategies, and drivers.

    As companies continue to compete for market space, one strategy to approach the industry is to create and conduct insightful studies. Prospects and customers alike want to understand the latest trends, what their peers are doing, and where their industry is going. When done right, research elevates your gravitas in the market and serves as an effective way to engage your prospects -- both while completing the study as well as revealing the results.

    Join Frost & Sullivan and BrightTALK for an in-depth discussion on research reports and findings. Topics include (but not limited to):
    - Defining your goals for conducting research
    - How to structure your report for ideal results
    - Converting data into marketing content
  • How to Make Video for Mobile Audiences How to Make Video for Mobile Audiences Mark Mallchok, Director of Accounts; Dave Less, Director of Video; Mark Rochon, Content Team Manager Recorded: Sep 15 2016 45 mins
    This presentation will explore not just who is my marketing video audience, but how are they viewing the video? David, Mark, and Mark will discuss the different approaches required for mobile video from the storytelling and the aesthetic/technical perspective.

    We'll breakdown these important questions: Can you be sure that your audience will have the audio turned on? Why does direct address to camera work so well for mobile? What’s the ideal length for a mobile video? Could a slick, commercial style video actually be less successful than a playful more personal story?

    Addressing these ideas through the concepts of mobile aesthetics, user authenticity, personalization, humor, narrative, and serialization, David, Mark, and Mark explain how to optimize your video marketing for the vast mobile audience.
  • Understanding B2B Buying Habits to Create Better Webinars Understanding B2B Buying Habits to Create Better Webinars Rob Arnold, VP at Frost & Sullivan & Taylor Freitas, Content Marketer at BrightTALK Recorded: Sep 14 2016 46 mins
    Virtually all modern marketers use digital engagement tools to fill their sales pipelines. That said, tools alone are not enough—successful marketing campaigns also require strategic planning.

    Assuring the right depth, tone, and type of content is often the primary focus in online marketing campaigns. Sometimes overlooked, however, is knowing when and why prospects access online content. Frost & Sullivan research found that buyers seek solutions to address their immediate needs and to assess the longer-term impact of their decisions.

    In this webinar Frost & Sullivan and BrightTALK will discuss:
    - Why prospects access online content
    - What keeps prospects engaged
    - How to strategize your webinar for the best ROI
  • Amplify your Christmas marketing: How to capture the attention of early shoppers Amplify your Christmas marketing: How to capture the attention of early shoppers Sara Hajjar (AdRoll), Lucy Tesseras (Marketing Week) Recorded: Sep 7 2016 40 mins
    Savvy marketers are already planning their Christmas campaigns, tailoring their approach to win new business, maximise ROI and stay front-of-mind with customers and prospects.

    Join AdRoll and Marketing Week to find out what tactics and strategies can be used to prepare your business for digital-marketing domination this Christmas.

    Highlights include:

    oPlanning and delivering successful seasonal campaigns
    oSegmentation strategies and re-engagement tactics
    oMaximising historical data to drive sales this Christmas
    oUsing dynamic creative to drive higher conversion rates
    oExpanding reach across web, social and mobile

  • Cultivating Great Communities: How to Develop & Share Content Users Want to See Cultivating Great Communities: How to Develop & Share Content Users Want to See Melanie Turek, VP of Connected Work at Frost & Sullivan; Kelly Harris & Walter Jabcuga, Community Managers at BrightTALK Recorded: Aug 24 2016 57 mins
    Professionals turn to communities for the latest insights, but they expect to effortlessly find, uncover, and digest the exact information they need. Of course, the kind of content offered matters, too—a lot.

    Based on recent research from Frost & Sullivan, the vast majority of active BrightTALK users indicated that they want content that addresses both short-term professional interests and long-term career goals, as well as more general information about their industry, company, and general business best practices.

    Join us for our panel discussion to learn more about how to shape content that works and generates loyal members on BrightTALK (and other communities).
  • 10 Ways to Improve Engagement Without Creating More Content 10 Ways to Improve Engagement Without Creating More Content Sam Patterson, Marketing Manager, PFL & Taylor Freitas, Content Marketer, BrightTALK Mar 9 2017 6:00 pm UTC 60 mins
    As more marketers rely on content marketing to educate prospects and move them through the funnel, it’s becoming increasingly difficult to break through the noise and identify effective methods to connect with your best buyers. The answer isn’t more content—it’s getting more out of your existing content.

    In this webinar, we’ll share 10 underutilized tactics you can use to broaden your content exposure and improve engagement at all stages of the funnel.
  • Storytelling in 2017: It's Not About Content—It’s About Engagement Storytelling in 2017: It's Not About Content—It’s About Engagement Phyllis Davidson, Research Director, SIriusDecisions Apr 18 2017 5:00 pm UTC 60 mins
    Greek mythology, the Bible, Star Wars, Lord of the Rings and Call of Duty – what do these five things have in common? At the core, they are all stories that either have stood the test of time, or made their creators lots of money, or both. But it’s not actually storytelling that makes these things work; it’s engagement – connecting with an audience in a way that moves them to feel or act a certain way.

    Engagement is the goal of b-to-b marketers, too, who use content to connect with their audiences and ultimately make the case for their value proposition. But what constitutes engaging, story-rich content has evolved.

    Join me, Scott Abel, The Content Wrangler, and my guest, Phyllis Davidson, Research Director at SiriusDecisions. Davidson will talk about the variables in the B2B audience engagement equation in our digital marketplace. She will help you understand what resonates with customers—and why. She’ll discuss delivery channels and methods with an emphasis on how the technologies that drive engagement also enrich prospect data. Expect discussion about artificial intelligence, virtual reality, interactive applications, and more.

    ABOUT OUR GUEST

    Phyllis Davidson is an experienced Silicon Valley B2B marketer. She has worked across multiple marketing disciplines in both large and small technology companies as well as at PR and advertising agencies and as a consultant. With storytelling as her core skill, she has built and executed global thought leadership and campaigns programs for both brand building and demand generation, executive and merger and acquisition (M&A) communications, and content strategy and architecture. At SiriusDecisions, Phyllis helps clients with content and communications innovation as well as process and program strategy and development.