What Metrics Matter for Online Events

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.

As marketers, we’re looking for the ideal mix: great content that our audience likes and isn’t exhausting for us to execute. Live webinars get more engagement but content can get more views on-demand. Presenters feel more comfortable pre-recording, but that means more work for your team.

“I’m team live because it’s way more interesting,” says MB Welch, Producer (BrightTALK). “Yes, it’s unpredictable, but it’s also real, and real is what your audience wants.”

In the end, which is best? In this episode, we’ll explore how leveraging both live and pre-recorded video can help you get the most out of your hard work. We’ll strategize the scenarios that work best for each and demonstrate how to use both together to broaden your content’s reach.

Join Greg Johnson and Frank Hanley, along with Steve Madeja and MB Welch, 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.

With as much data at our fingertips as ever before, marketing is transforming from an art into a data-centric science, especially when creating content. Marketers are expected to produce more content that drives consistent performance to ensure your sales engine continues to run, while not necessarily growing your resources to do so. Marketers need to work smarter and having the right metrics and insights is essential for marketing to make an impact on the bottom line.

Join Nick Markwith, Senior Director of Content & Analytics at BrightTALK, as he dives into how you can make the most sense of your data and deliver impactful insights by:
- Identifying the right metrics and avoiding metric overload
- Understanding the different types of content analytics
- Putting those analytics in use to make an impact

About this speaker:
Nick Markwith has spent the past 9 years producing hundreds of live webinars, virtual events and series with our clients to better connect and build trust with their audience. He’s recently moved into an analytical role but still loves talking about everything content.

TechTarget and LinkedIn join forces for a webinar sharing groundbreaking research into the B2B technology buying landscape. The findings reinforce the need for tech marketers to identify, influence and engage purchasing committees – some of which contain 10 or more stakeholders. The question is how to do this in a scalable, efficient manner especially in a region like APAC where resources are often limited.

Since surrounding and educating the whole buying team is critical to winning champions and closing business, the presentation and interactive discussion will center around:

• How buying committees give off signals of interest for solutions like yours
• Effective ways to turn intent into successful, multi-channel marketing campaigns
• Tips for engaging different personas with a content-driven and consultative approach
• The downside to focusing exclusively on pre-defined titles/personas and excluding others

While great webinar slides grab an audience’s attention and keep them engaged, too often they just miss the mark. So how can you ensure your presentation hits your overarching goals without overwhelming (or underwhelming) your audience?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll dive into crafting slides that effectively convey your message. From adding polish with animation and .gifs to the best uses for charts and graphs, we’ll coach you through creating presentations that provide value for your audience and drive conversions for your business.

Living campaign-to-campaign to make demand generation ends meet is a way of life for many B2B marketers. There will always be a burst of demand around a campaign kick-off, but are you driving consistent growth for your business? Your sales and marketing resources operate on a consistent rhythm, demand for your products and services should too.

Shift your business into a growth machine by using always-on channels and techniques to consistently turn demand into activity. Join BrightTALK’s CMO, David Pitta, and Director of Marketing Programs, Olivia Dassler, as they discuss innovative channels and techniques for perpetual demand generation and business growth.

Marketers are generating more and more content to educate and nurture prospects through the sales pipeline. But for many, it’s becoming harder than ever to identify and implement effective methods to connect with the ideal buyer.

The solution isn't creating more content—it’s getting the most out of what you have on hand. Join us as we break down underutilized tactics marketers can use to improve engagement at all stages of the funnel. From executing an on-demand promo plan to leaning into real-time personalization, you'll walk away with tips and tricks you can implement immediately to broaden your content’s exposure.

Partner marketing professionals have pivoted quickly to achieve their goals despite a changed business environment. Tune in to TechTarget’s Partner Marketing Visionaries series to hear first-hand how senior marketing executives at Amazon Web Services, Citrix and NVIDIA are successfully forging ahead despite changing technology buying patterns, purchase research methods, and buyer engagement preferences.

Join your host Michael Latchford, VP Strategic Alliances and Partner Marketing Services for the premier episode, A New Era for Alliances, to learn:

- Successful strategies for adapting partner marketing organizations and tactics to meet the needs of sales teams in today’s accelerated business environment,
- Why tech companies are focused on partnering more than ever and best practices for building partner ecosystems,
- How partner marketing professionals can elevate their roles in the industry,
- And more.

TechTarget and BrightTALK have teamed up to present the Partner Marketing Visionaries series. BrightTALK is a subsidiary of TechTarget, Inc. Visit TechTarget.com/Privacy-Policy for more information.

Promotions are the engine room of your content strategy. The hours you spend creating showstopping webinar content are wasted without an audience, so how can you pique their interest even when they’re battling an overflowing inbox?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through how to build promotions that drive registrations. From developing strong email copy to following up on-demand, we’ll share templates and best practices you can implement into your promotional planning. Plus, we’ll work through a mini-exercise specifically meant to help you create email subject lines that convert.

Sales development teams are the front-line representatives of any organization. It's essential for marketers to partner closely with these teams to drive shared success. In this two-part series, we will walk through how BrightTALK's own marketing and sales development teams collaborate to drive pipeline and revenue at scale.

Walk away with actionable insights on:

- Best practices for targeting and qualifying prospects
- Creating effective follow-up strategies
- Establishing an always-on approach to alignment

It’s time to hit the ground running when it comes to planning hybrid events, but if your in-person and virtual audiences aren’t top of mind, you won’t be going anywhere.

“Traditionally speaking, B2B hybrid events are awful. But, they don’t have to be. The key is to treat your two audiences as just that - two totally separate audiences.” Greg Johnson, Managing Producer (BrightTALK)

In this episode, we’ll take a look at what makes successful hybrid events successful. We’ll explore strategies that provide meaningful experiences for both of your audiences while also driving revenue and demand. Plus, we’ll break-down some practical considerations and challenges you might face during the production process.

Join Greg Johnson and Frank Hanley, along with David Edwards and Jon Mycroft, 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.

Clear and succinct communication is an art, especially when it comes to live webinars. You may be an expert in your field, but do you present your content in a way your audience can actually understand?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through how to build webinar scripts that support presenters to effectively convey their talking points. From developing questions for thought-provoking panel presentations to clarifying jargon-filled product demos, we’ll cover scripting best practices you can use to let your speakers shine on camera.

Creating content that speaks directly to your desired audience can be achieved with the right research and proper content development. Knowing the tools and tricks to create highly targeted content is a sure-fire way to attract prospects, and delight customers.

In the fourth episode of the Content Intelligence series, Nick Markwith, Sr. Director of Content, will outline how to develop highly-relevant, original content and provide insights on:

- Researching and brainstorming as a persistent process
- Selecting the right approach for a topic and keeping your audience engaged
- Writing effective on titles and descriptions
- BrightTALK’s process for producing scalable reports

Marketers face an exceptional opportunity to shake-up the status quo. Join us for a video podcast exploring how B2B’s greatest leaders are reimagining the way we do business.

In this episode, host Val-Pierre Genton, VP of Corporate Development (BrightTALK) sits down with Ricky Abbott, President, Americas (Transmission) and Chris Kozup, CMO (Zscaler). We’ll discuss how to elevate the role of marketing around digital selling, the importance of building a scalable global function, and the future state of post-pandemic field marketing.

Tech buyers have spent much of the last year staring at screens with vendors vying to attract their digital attention. At a time when burnout is pervasive, how do you cut through the online noise and keep your targets engaged?

This session will arm B2B tech marketers with proven tactics for standing out in a crowded digital world. Attendees will hear directly from their colleagues, marketers who are finding success despite the online competition and clutter.