Hi [[ session.user.profile.firstName ]]

How Content Fuels the Entire Buyer's Journey

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
Recorded Jul 20 2016 61 mins
Your place is confirmed,
we'll send you email reminders
Presented by
Hana Abaza, VP Marketing at Uberflip & Dallas Jessup, Global Content Marketing Manager at BrightTALK
Presentation preview: How Content Fuels the Entire Buyer's Journey

Network with like-minded attendees

  • [[ session.user.profile.displayName ]]
    Add a photo
    • [[ session.user.profile.displayName ]]
    • [[ session.user.profile.jobTitle ]]
    • [[ session.user.profile.companyName ]]
    • [[ userProfileTemplateHelper.getLocation(session.user.profile) ]]
  • [[ card.displayName ]]
    • [[ card.displayName ]]
    • [[ card.jobTitle ]]
    • [[ card.companyName ]]
    • [[ userProfileTemplateHelper.getLocation(card) ]]
  • Channel
  • Channel profile
  • Build a Better Webinar: Designing Thumbnails Oct 14 2021 3:00 pm UTC 45 mins
    Trent Warrick, Content Marketing Manager (BrightTALK)
    Beauty may be in the eye of the beholder, but every B2B marketer understands the value of well-designed imagery. When it comes to webinars, thumbnails do triple duty by outlining the topic, setting the tone, and generating interest. But how can something that looks so simple be so hard to do well?

    In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through how you can make your webinars stand-out from the start with thoughtful design. Whether you’re creating your first thumbnail or branding an entire content series, we’ll cover tips and tricks you can use to boost webinar registrations and intrigue your audience.
  • Process-Driven Commercial Alignment Oct 7 2021 3:00 pm UTC 60 mins
    Jonathan Watanabe, Sales Development Manager and Olivia Dassler, Director of Marketing Programs (BrightTALK)
    In the first three episodes of this multi-part series, BrightTALK’s demand generation leaders gave a behind the scenes look at the formula our sales and marketing teams use to drive growth. Once you’ve established a common system for measurement, targeting and messaging, the next stage of alignment is establishing repeatable processes for operationalising and scaling demand. Unlocking a strong process will deliver high-impact marketing activities, boost sales effectiveness and ultimately grow revenue.

    Join us again for a jam-packed session as BrightTALK’s commercial leaders crack the code on marketing and SDR alignment.
  • Mapping B2B Content to Each Stage of the Sales Funnel Sep 23 2021 3:00 pm UTC 60 mins
    Olivia Dassler, Director of Marketing Programs and Alex Stern, Marketing Programs Manager (BrightTALK)
    The 2021 BrightTALK Benchmarks report found 70% of professionals view 3+ pieces of content before making the average purchasing decision. When producing relevant and valuable messaging is this critical, how do you create the right content to address every prospective buyers’ needs at every stage?

    As the leading B2B webinar and video provider, we’ve learned a thing or two about creating content that converts. Let us demonstrate how you can build a well-balanced asset library that blends rich and static media throughout the buyer’s journey. Learn to leverage different content types and build a robust editorial calendar to create meaningful marketing touches as your buyers progress deeper down the sales funnel.
  • Build a Better Webinar: Content Brainstorming Recorded: Sep 16 2021 39 mins
    Kate Jacobsen, Marketing Programs Manager (BrightTALK)
    Editorial planning and content brainstorming can be an ever present stressor when it comes to creating and growing a successful webinar program. Maybe your team has too many content ideas, or too few. Either way, how can you pull everything into something actionable?

    In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through how to solidify your high-level content ideas into webinar topics. We’ll get into the nitty gritty of brainstorming and teach you how to evolve an idea for a theme into an entire content series. Plus, we’ll walk you through our team’s proven brainstorming framework and include a pack of the actual templates we use to plan and execute 150+ webinars and virtual events a year.
  • Partner Marketing Visionaries: 3 Essential Elements of Partner GTM Success Recorded: Sep 15 2021 60 mins
    Aimee Catalano - Google Cloud, Brooke Cunningham - Splunk , Claudia Lee - Nutanix, Michael Latchford - TechTarget
    In this live webinar, partner marketing executives from Google Cloud, Nutanix, and Splunk share approaches to GTM development and execution that allow them to scale successful partnerships in rapidly expanding ecosystems. Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget, this webinar will address:

    - How to create go-to-market messaging that synthesizes the unique value proposition of each partner in a way that is easily articulated to all stakeholders (marketing, sales, executives, customers)

    - Sourcing content from internal and external experts, market analysts, and editors to engage, educate and capture demand from your prospects

    - Identifying the most productive channels for distributing Partner messaging and content to internal and external target audiences locally, regionally, and globally.
  • Virtual Event Strategy: Hybrid Events 101 Recorded: Sep 9 2021 64 mins
    Casey Alexander, David Edwards, and MB Welch (BrightTALK)
    Dynamic hybrid events are a strategic and cost-effective way to increase your reach, improve ROI, and accelerate demand on a global scale. Join the BrightTALK team as we guide you through creating relevant and engaging hybrid experiences targeted to your ideal audience. Our in-depth approach will cover everything from the initial risk assessment and planning to day-of execution, coordinating post-event activation, and more.

    As a bonus, we’ll also share a pack of templates the BrightTALK team uses to maximize hundreds of events every year.
  • Adapting APAC Partner Marketing Strategies to Drive Impact Recorded: Sep 9 2021 62 mins
    Stuart West (BrightTALK), Behzaad Habibi (Veeam Software) and Sachin Bhatia (Lenovo)
    In an ever-evolving market landscape, APAC partner marketing professionals are redefining their approach to drive go-to-market success through the power of strategic alliances.

    Tune in for a live panel discussion as BrightTALK’s Stuart West sits down with Behzaad Habibi, Marketing Director at Veeam Software and Sachin Bhatia, Chief Marketing Officer APJ, Lenovo AP ISG Marketing & Communications to discuss cutting edge technology advancements, purchase research, data patterns and buyer engagement strategies.

    The panel will share:

    - Optimized partner marketing strategies and tactics.
    - The benefits of utilizing partner marketing for targeted impact.
    - How partner marketing professionals can elevate their roles in the industry.
  • Going Beyond Content to Find Value in the Unengaged Recorded: Aug 26 2021 60 mins
    David Pitta, CMO, (BrightTALK) and Tom Campbell, Senior Marketing Operations Manager (Dext)
    As B2B marketing evolves, new data products are making content marketing more personalized than ever. But, if you’re only valuing clicks and views, this narrow definition of success could lead you to overlook up to 60% of hand-raising leads and other valuable opportunities to personalize the content journey.

    Join David Pitta, CMO (BrightTALK), and Tom Campbell, Global Marketing Operations (Yellowfin), as they explore three often-overlooked modes of collecting and connecting go-to-market data signals to drive business growth.
  • Partner Marketing Visionaries: Tools to Future-Proof Your Digital Strategy Recorded: Aug 19 2021 60 mins
    Val-Pierre Genton (BrightTALK), Luxy Thuraisingam (Cisco), Robert Brower (Druva), and Renata Randi (Logicalis)
    The pandemic has led to the emergence of a new breed of partner marketers both in-house and within the ecosystem. Companies have reengineered their go-to-market strategies to be future-proof and more profitable than ever before.

    ● How have partner marketers and partner sellers up-skilled to be future-ready during the pandemic?
    ● What are the most successful habits of the future-ready partner marketer?
    ● How has content marketing evolved to up-skill and empower in-house and ecosystem partner teams?
    ● What's the content and demand toolkit for future-ready partner marketers and partner sellers?

    Join this all-star panel of partner and alliance leaders as they provide an inside track on the transformations they have led in-house and in collaboration with their most successful partners to drive growth against all odds.
  • B2B Video Campaigns: Starting with Strategy Recorded: Aug 18 2021 48 mins
    Nyekha Bennett, Morgan Cantrell, Greg Johnson, Katie Lewis, and Steve Madeja (BrightTALK)
    Marketers tend to think format-first when it comes to campaigns. But even the flashiest productions won’t get anywhere without a crystal-clear vision and the strategy to back it up.

    “You can waste a lot of time and money making something really cool but totally irrelevant to your objectives” says Nyekha Bennett, Art Director, Managed Services (BrightTALK). “You have to start with the strategy, then format(s) will follow.”

    Long-form video or animation? Webinar or explainer? In this episode of The Studio we’ll show how asking “why” leads directly to “the how” by following one of our own video productions from the initial marketing need to strategy development and on through the final product. We’ll give you tools to help you manage your video projects from start to finish and share tips marketers can use to bring in even the most complicated projects on brand and under budget.

    Join Greg Johnson and Nyekha Bennett, along with Steve Madeja, Morgan Cantrell, and Katie Lewis, as they take you behind the scenes with The Studio, the BrightTALK content series pulling back the curtain on B2B video production in the marketing world.
  • Build a Better Webinar: Post-Event Momentum Recorded: Aug 12 2021 58 mins
    Roma Patel, Customer Marketing Manager (BrightTALK)
    Your webinar is a success, and leads are pouring in. Now how can you use this momentum to cultivate your long-term audience and drive productive sales conversations?

    In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through how to make your session follow-up as effective as possible. From sales enablement best practices to nurturing leads and satisfying customers, we’ll cover everything you need to know to turn your webinar into an on-demand success.
  • Crafting the Perfect Sales and Marketing Message Recorded: Aug 5 2021 48 mins
    Jonathan Watanabe, Sales Development Manager and Olivia Dassler, Director of Marketing Programs (BrightTALK)
    In the first two episodes of this multi-part series, BrightTALK’s demand generation leaders gave a behind the scenes look at the formula our sales and marketing teams are using to achieve success. Once you’ve established a common system for measurement and targeting, aligning on messaging across marketing and sales is essential.

    Marketing and sales should work together to establish cohesive messaging and positioning. The end goal is to create a unified experience throughout every step of the sales cycle. Join us for a session jam-packed with insights and best practices on establishing messaging that drives pipeline and revenue.
  • The Power of Episodic Content Replay Recorded: Jul 29 2021 50 mins
    Paige Bidgood Azevedo, Manager, Original Content, and Jennifer Reed, Marketing Programs Manager (BrightTALK)
    Marketing is all about telling an authentic story. To do this successfully you must create content that is consistent, compelling, and leaves your audience wanting more. It's no surprise that episodic content has become a key way to build a community and develop long-lasting relationships with buyers.

    In this talk, The Power of Episodic Content, we’ll explore why serialized content is a win-win for both your business and your audience. Join us to learn how episodic content can fuel your go-to-market strategy and help scale your content programs.

    We’ll cover:
    - Why episodic content is a successful format
    - How to build recurring webinar and video series
    - Tips and tricks for maximizing the reach of episodic programs
    - Examples of clients that are leveraging episodic content for demand generation
  • Partner Marketing Visionaries: The Digital Marketing Programs That Drive Impact Recorded: Jul 22 2021 52 mins
    Val-Pierre Genton, BrightTALK, Meaghan Sullivan, SAP, Sami Istephan, BAE Systems, Phil Gowing, bChannels
    In this highly competitive digital landscape, building scalable marketing programs is more important than ever before. COVID-19 has pushed marketers to embrace new channels and evolve existing strategies. Many see the value in a partner ecosystem, but few know the ideal partner profile in this new era of digital marketing.

    This panel, brought to you by TechTarget and BrightTALK, will feature partner and alliance leaders as they share best practices for developing and sustaining a partner ecosystem in 2021 and beyond. Topics will include:

    - How to identify and activate the ideal partners and focus on quality, not quantity
    - Which digital marketing programs are making the biggest impact
    - How H2 budgets will be allocated as the world opens back up
  • Virtual Event Strategy: Evolving B2B Roadshows into Virtual Events Recorded: Jul 21 2021 52 mins
    David Edwards, Senior Manager, Virtual Events (BrightTALK)
    Field marketers have leveraged roadshows for years to authentically engage prospective and current buyers at the local level. The value of these programs is undisputed, but what if there was a way to build connections while skipping the costly business travel and logistics of in-person event planning?

    Join the BrightTALK team as we guide you step-by-step through creating and launching your virtual roadshow. Our hands-on approach will coach you through everything from tips and tricks on how to execute promotions, planning, and sales-marketing alignment to proven tactics that drive revenue and convert leads.
  • Build a Better Webinar: Speaker Recruitment Recorded: Jul 15 2021 48 mins
    Jennifer Reed, Marketing Programs Manager (BrightTALK)
    A great presenter can elevate a brand faster than almost anything else, but identifying the right speakers can be difficult for even the most experienced program planners. Plus, once you've identified your perfect presenter, how do you even get them on board?

    In this episode of BrightTALK’s Build a Better Webinar series, we’ll dive into all things speaker recruitment. From pinpointing and cultivating both internal and external presenters to templates for making and tracking your requests, we’ll coach you through how to build and maintain a bench of expert talent.
  • The 2021 BrightTALK Benchmarks Report: Patterns in the Data Recorded: Jul 8 2021 61 mins
    Olivia Dassler, Director of Marketing Programs, and Roma Patel, Customer Marketing Manager (BrightTALK)
    While last year was a learning curve, navigated in part by trial and error, 2021 is the year of perfecting our results and building off of our newly cemented foundation. Let's dive deeper into the changes we made and understand the results in order to make a greater impact on our demand gen efforts going forward.

    Tiny patterns might seem trivial, but even seemingly insignificant data can have huge implications when scaled globally. In an effort to understand these changing trends, we surveyed over 10 million BrightTALK users and analyzed thousands of hours of webinar and video content on the BrightTALK platform. Join our team as we explore how professionals and buyers are consuming webinar and video content, proven tactics to drive increased demand, and best practices for successful webinar, video, and virtual event programs.

    New this year, all registrants will get early-access to the full eBook before it's available to the general public.
  • The Art of Targeting Recorded: Jun 23 2021 49 mins
    Jonathan Watanabe, Sales Development Manager and Olivia Dassler, Director of Marketing Programs (BrightTALK)
    In episode one of this multi-part series, two of BrightTALK’s demand generation leaders shared their insights for driving marketing and sales alignment. Episode 2 focuses on the next step in the alignment formula.

    Once shared goals and metrics are established, it's time to talk about targeting. Who are your core buyers? And, more importantly, do marketing and sales agree? This session will focus on how to identify your target buyers and build consistent processes across marketing and sales to drive leads and win new customers.
  • Partner Marketing Visionaries: 9 Critical Insights for Partner Marketing in 2021 Recorded: Jun 17 2021 61 mins
    Francine Anthony (New Relic), Liz Anthony (ViON), Stacey Cole (Five9), and Michael Latchford (TechTarget)
    Partnering, and partner marketing, have become more vital to business growth than ever before. Tune in to this episode of TechTarget’s Partner Marketing Visionaries series to hear how senior marketing executives at Five9, New Relic and ViON are building successful partnerships in an increasingly competitive partner ecosystem.

    Join your host Michael Latchford, VP Strategic Alliances and Partner Marketing Services for 9 Critical Insights for Partner Marketing in 2021. In this session you will learn:

    - The most important elements of successful partner marketing programs
    - How nuances like location, culture or category necessitate an adjustment to partner programs
    - Pitfalls to avoid on the path to partnership expansion
  • Virtual Event Strategy: Developing a Multi-Event Series Recorded: Jun 17 2021 62 mins
    David Edwards, Senior Manager, Virtual Events (BrightTALK)
    Developing a multi-event strategy can help teams of all sizes reap the rewards of stable, ongoing revenue generation. Where B2B virtual events can show their value is not the influx of engagement you get in a single day, but in the building of community over multiple events, verticals, and activities.

    Running large-scale events can often feel like managing a sequence of big, individual projects. Let us guide you step-by-step through creating and launching your recurring event strategy. Our hands-on approach will coach you through everything from how to get past the physical event mentality to hyper-targeting audiences using engagement data.
Webinar and Video Knowledge - From Beginner to Advanced
The BrightTALK Academy features the fundamentals of executing webinars and best practices to develop channel owners into advanced hosts.

Embed in website or blog

Successfully added emails: 0
Remove all
  • Title: How Content Fuels the Entire Buyer's Journey
  • Live at: Jul 20 2016 6:00 pm
  • Presented by: Hana Abaza, VP Marketing at Uberflip & Dallas Jessup, Global Content Marketing Manager at BrightTALK
  • From:
Your email has been sent.
or close