A fast food chain wanted to sell more milkshakes. After bringing in an experienced market research group and aligning its advertising with their findings, nothing happened. Milkshake sales remained flat.
However, things changed when a new researcher entered the picture and asked a radically different question. A question that will help you align every tactic with your marketing strategy.
Beginning with this story, you will enter a rabbit hole designed to change the way you plan, design and distribute stories, with a specific focus on webinars and videos.
Crafting stories that others will not only remember, but share, begins with a basic understanding of how stories work. How they differ from information. And ways to use and time stories during webinars and videos.
In this webinar, you will learn:
• What ingredients make a story a story
• How narratives and stories are not the same thing (and why you need both)
• The one question you should ask before choosing which story to tell
• Three f-words that undermine your marketing and sales efforts
• Which role you should play in your prospect’s story
• Strategies for storytelling in webinars
• Strategies for storytelling in videos
About the Presenter
Keith Jennings heads marketing and content strategy for Jackson Healthcare, one of the largest healthcare staffing companies in the U.S. He also advises nonprofits and SMBs. Keith specializes in strategy and story design for the company’s startups and operating divisions. Prior to Jackson, Keith served nine years as head of planning and marketing for two-hospital health system. And he spent his early career working with healthcare entrepreneurs. He writes about storytelling in business at KeithJennings.com.
The B2B subscription economy is forever changing the way companies interact with their customers. As customer bases are growing exponentially, support and account teams are being challenged to handle an unprecedented volume of on-boarding calls and support tickets. Thus, the creation of the customer success function.
The best customer success teams are educating their customers away from product pitfalls and helping them to achieve the maximum return on their software investment, sometimes without human to human contact. The purpose of this presentation will be to show you how videos and webinars are being used to help customer success teams reduce sales bookings churn and transform customers into delighted advocates.
In this session we’ll cover how customer success teams can use videos and webinars to:
- Structure and enhance a 90-day on-boarding plan
- Map organizations for better account understanding and up-selling opportunities
- Predict and automate responses to customer needs
Webinar and video content marketing: View this miniseries segment to learn how webinars and videos are driving measurable value to content marketing strategies at all stages of the buying cycle.Read more >
Join David Pitta, Director of Demand Generation at BrightTALK as he discusses how to create a succesful demand generation strategy with webinars and videos.Read more >
Modern buyers are self-educating on purchase decisions at every stage of the sales funnel. However, many lead generation professionals reserve the most engaging content formats for specific stages – a strategy misstep that fails to encourage prospects to move to the next stage. Webinars and videos can be used to engage prospects in all phases of the lead generation process, allowing marketers to better qualify leads and pass them to sales teams with more confidence.
In this webinar Frost & Sullivan will discuss:
•What moderns buyers expect from lead generation content
•When to use webinars and videos in the sales funnel
•Tailoring the message to fit each stage of the sales cycle
In this webinar John Sweeneyprovides a Case Study on how DemandGen uses video and webinar as part of its marketing strategy. DemandGen, the world’s largest Integrated Lead Management consultancy, use video and webinar content to generate names, nurture leads and close new business. This webinar will describe the role video and webinars play in the company’s lead management process and the progression of prospects the through the Demand Funnel.
· Top of Funnel - Building a community through webinars (on the BrightTALK DemandGen Channel)
· Middle of The role of video and webinars in lead scoring and lead nurturing
· Bottom of Funnel - Using video and webinars to close new business
John Sweeney, Managing Director of DemandGen UK, will share insights on how best to combine video and webinars into a demand generation activities and provide examples of how to use video and webinar effectively.
Marketers in EMEA face unique challenges when developing a demand-centric webinar and video programme.
In this webinar, Katrina McEwan, Marketing Campaign Manager EMEA at BrightTALK, will share strategies and best practices that will enable EMEA marketers to create repeatable, efficient processes for establishing and growing webinar and video programmes that drive results in 2015.
- Challenges for EMEA demand generation
- Content strategies aligned to the funnel
- Content aligned to lead nurturing programmes
- Generate more qualified EMEA leads
This webinar is suitable for:
- EMEA marketers wanting to leverage content from their global counterparts
- EMEA marketers wanting to launch their own webinar and video programme
Generating brand awareness and product demand by way of webinars and videos requires a strong strategy. How do you create and package content that communicates the right message? What distribution techniques can be activated to reach and engage new audiences? How do you measure the effectiveness of these efforts?
Join us for a lively discussion from veteran marketing executives at Dell SonicWALL, CA Technologies, and the CMO Council for this live video roundtable at the BrightTALK Webinar and Video Marketing Summit.
Louise Crawford, Senior Director, WWW Programs, Dell SonicWall
Liz Miller, VP, Programs & Operations, CMO Council
Michael Paradiso, VP, Content & Messaging, CA Technologies
David Pitta, Director of Marketing, BrightTALK
Join marketing experts from Cloudwords, Zift Solutions, Heinz Marketing, ANNUITAS, and Qvidian as they share ways they are innovating on their video and webinar programs with BrightTALK.Read more >
It is an exciting time for marketers investing in technology! The number of tools and platforms available is growing exponentially, all promising to make marketing easier, more efficient and more successful.
What can you do to ensure your new tools play nicely together? Specifically, your webinar and video platform and marketing automation.
In this webinar, BrightTALK’s Stuart West will be interviewing Adam Sharp, Co-founder and MD of the largest independent marketing automation consultancy in the world, CleverTouch. During the session, Adam will share the processes, metrics and workflows your organisation can implement to ensure your webinar and video technology feeds your marketing automation efficiently and seamlessly.
Sales-ready leads are in constant demand. Webinars and videos offer a proven technique for identifying a target audience that is self-educating on pressing business objectives and for moving relevant audiences down the sales funnel. The challenge for marketers is creating repeatable, efficient processes for growing webinar and video programs to achieve greater revenue results year over year.
Create more demand from your webinar and video programs in 2015. In this session you will learn how to:
- Develop a content calendar that fills every stage of the funnel
- Determine metrics for overall content views and qualified sales leads
- Structure automated campaigns for faster follow up
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.
Are webinars and videos an effective technique in communicating your company's thought leadership? Heard from marketing and industry experts about the importance webinars and videos play in their thought leadership and demand generation strategies.Read more >
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