Using Brand to Drive Demand

In today's high-speed world, nobody has time to be slowed down by ineffective communication and siloed teams. Especially during periods of stress, the strength of sales and marketing relationships, and the efficacy with which they work together, can mean the difference between closed deals and lost opportunities.

Join members of BrightTALK’s closely integrated sales, marketing, and operations teams as we highlight the nuances of creating and maintaining exceptional sales and marketing alignment. We’ll break-down how BrightTALK’s blend of people, process, and technology ensures transparency, and demonstrate how you can incorporate each into your sales and marketing partnerships.

We’ll focus on:
- Aligning on metrics and ensuring one "reporting source of truth”
- How we use technology to streamline, automate, and amplify
- Relationship-building as a strong foundation for success

You’ll come away with actionable best practices that set you up for success and prepare your interdepartmental team to capitalize on opportunities as they arise.

As marketers adopted account-based marketing strategies over the last couple of years, they now find themselves in a state where their audiences are not physically in accounts. The impact of COVID-19 has impacted how marketers may target and engage their audiences. It’s also forced teams to revisit their ABM strategies.

Can ABM work in this new world or do we need new and creative ways to hit our KPIs?

BrightTALK’s CMO David Pitta and Marketing Programs Manager, Roma Patel are teaming up with ITSMA’s Senior VP of Consulting, Rob Leavitt, to report on key survey results and dig into ABM, the current landscape and what we can expect in the coming months.

Join us as we explore the impact on:
- Account data sources as well as account targeting
- Intent data and its relevance with an increasingly remote workforce
- Personalization
- Inbound vs. Outbound prospecting

“Before Starting on a B2B video project," says Greg Johnson, BrightTALK Studios Managing Producer, “you need to be able to answer the question ‘Why can’t this just be an email?’. Video production is expensive and time-consuming. If you need to send a message, an email will do - and you’ll save yourself a lot of time and money. However, if you need to tell your story, then you need video and there is a lot to know about B2B video production.”

Now, for the first time, we’re taking you behind the scenes with The Studio, a content series that pulls back the curtain on B2B video production in the marketing world.

We’ve asked the team what they wish clients understood before starting a video project. “Know your story (a topic is not a story),” and “choose the right speaker (it’s not what you think it is),” are only a couple of the topics we’ll discuss as we build the top five things all marketers should understand before starting a video project.

Join Jeff Kunken and Nyekha Bennett as they host teammates Greg Johnson and Steve Madeja for a lively debate. And if you’ve ever embarked on a B2B video project, we’d love to hear your thoughts!

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BrightTALK Studios is the strategic, creative, and production division of BrightTALK. Along with our partners around the world, our teams in London, New York, and Sydney help businesses define and create the content they need to engage their target audience.

Episode 1 crew:
- Jeff Kunken, Director, Creative Accounts
- Nyekha Bennet, Art Director
- Greg Johnson, Managing Producer
- Steve Madeja, Producer, Animation

While we’ve all had to come to terms with the recent cancellations and postponements of in-person events, the current climate has opened up a wealth of digital alternatives. More than ever before, today’s show stopping events are relevant and engaging digital experiences, planned and executed to perfection.

Have you been tasked with launching a virtual event, but don’t know where to start? Join us for Flip the Switch: Virtual events 101 and let the BrightTALK team guide you step-by-step through creating and launching your virtual event. Our hands-on and tactical approach will cover everything from an initial risk assessment and planning to day-of execution, data and analytics, post-event activation, and more.

As a special bonus, we’ll share a template pack the BrightTALK team uses to maximize hundreds of global events every year.

BrightTALK Local was originally an in-person event series offering a chance to network face-to-face with local marketing visionaries. Thousands of attendees each year enjoy local delicacies and engage in panels with local experts on a range of topics, including content marketing, demand generation, new marketing technologies, and more.

But, what happens when in-person is no longer an option?

Join the BrightTALK Local team to go through the step-by-step process they followed, and the lessons they learned, in pivoting their in-person networking events to the virtual space. The conversation will range from managing logistics and deciding how best to incorporate partners to the data and engagement opportunities created by an entirely virtual audience.

As a special bonus, get access to the real-life templates the BrightTALK Local team uses to maximize global events every year.

In a time when many organizations are reducing quarterly goals and struggling to keep revenue flat, it’s rare for a business to uncover new opportunities and grow pipeline. Worse still, overburdened sales teams often lack the time and resources to work every lead, meaning large swaths of potential profits end up deprioritized and underworked.

The solution? Using AI to confirm virtual meetings.

Join David Pitta, CMO of BrightTALK, as he sits down with Aaron Bollinger, CRO of Kronologic, and Frank Burns, Director of Account Management at Kronologic, to discuss how teams, both big and small, can seamlessly cultivate high-value lead sources with always-on communication. Plus, we'll share how BrightTALK’s recent use of AI has increased response to opportunity creation by 22%, resulting in 12,000% ROI in only 90 days!

The current climate has brought about rapid and likely longstanding changes worldwide. In only a matter of months, we’ve seen local businesses, multinational corporations, and even entire industries, quickly pivot business operations and strategies just to stay afloat.

As marketers, we find ourselves asking, “where do we go from here?”

Join the BrightTALK team as our production experts unpack not only what they have seen working, but also what is on the horizon for virtual events. David Edwards, Business Manager & Associate Managing Director, Greg Johnson, Managing Producer, Jeff Kunken, Director, Creative Accounts, and Michael Lacy, Manager, Webinar Services, will use a rapid roundtable format to discuss:
- How virtual events have shifted recently
- What’s next for both marketers and the events industry
- How to set your team up for success and get ahead of the competition

Can you actually create a great piece of content with a webcam? BrightTALK's Content Marketing Manager, Trent Warrick, is here to showcase a few simple tips and tricks that can elevate your video marketing programs.

As many professionals are faced with the challenge of remote working, creating video-based content and virtual events is more important than ever before. We'll highlight:

- Webcam fails and how to avoid them
- Angles, lighting and equipment that can be leveraged at home for professional-looking content
- How and when to get virtual support from a video producer

The uncertainty of our changing landscape has created a ripple effect of challenges B2B marketers have never seen before. The impact of the pandemic has forced businesses to replan budgets, slow down on purchasing decisions, cancel product subscriptions and optimize platforms and tools that continue to provide solutions and value during these unprecedented times.

In response, marketing departments are having to evolve and operate in new ways and this Talk will provide insight to how senior marketers are adapting and managing budgets to ensure their brand, messaging and go-to-market strategy still delivers for their business.

Topics will include:
- Pre and during COVID-19 - How priorities/strategies been impacted and/or changed.
- How targets and expectations have shifted
- What opportunities exist during these times
- SoV>SoM and what past recessions have taught us
- The impact on messaging and tactics
- Post COVID-19 predictions on how the buyer and B2B landscape will change going forward

How effective would your marketing efforts be if you could uncover engagement signals outside of your existing marketing efforts? Harnessing the power of data has become more critical than ever and having the ability to tap into intent data and signals can significantly transform your go-to-market strategy and ultimately, bottom line.

Due to COVID-19, as the marketing landscape rapidly changes to fit the new normal of remote working and businesses reprioritizing projects and budgets, finding and tracking key engagement data from your ideal buyer is essential.

BrightTALK’s Sales leaders, Katie Lewis and Paul Gilhooly are teaming up with CMO, David Pitta to bring you expert insights that go beyond just the value of intent data, but ways it can complement existing marketing strategies. They will touch on measurable engagement and how BrightTALK’s Intent Data paired with the BrightTALK Insights tool can elevate your programs to drive unparalleled demand.

We’ve analyzed a wealth of data, including the thousands of hours of webinar and video content on the BrightTALK platform, and consolidated everything you need to know into BrightTALK’s 2020 Benchmarks Report. Join us to take a deep dive into webinar and video performance over the past year, and get direct access to the insight of BrightTALK’s more than 9 million users.

Topics will include:
- Insights on how, when, where, and why professionals consume webinar and video content
- Implications for marketers on how to best reach and educate their audience
- Benchmarks for establishing and measuring a successful webinar and video program
- Best practices for driving demand through webinars, video and virtual events

With companies across the world shifting strategies in response to COVID-19, marketers are tasked with thoughtfully responding to this crisis while also continuing to drive revenue. The way a business responds may well be the difference between a minor disruption and a major disaster. Hear from industry experts on how they are responding to the impact of the pandemic in real-time.

We'll highlight:
- Real-time response management tactics
- B2B go-to-market strategy
- Content and demand marketing strategy
- Thoughts on the future and how to reassess your efforts

With the world doubling down on virtual events, you need to stand out not just with what you say but how you say it.

Our latest release gives you the tools to mix together webcam video (up to 4 speakers at a time), recorded videos, slides, screen share and animations to create super-engaging talks.

Join our CEO and Chief Product Officer for an overview of our new tool and a demo of it’s potential - you’ll walk away ready to flex your creative muscles and create content that cuts through the noise.

They’ll focus on:
* Rich media consumption and creation trends during the pandemic
* History and evolution of online presentation technology
* Examples of our Talks platform in action
* Q&A

Marketing leaders need to immediately embrace change and find creative solutions to add value with an increased emphasis on the digital world. This talk brings CMOs from around the US to share how they're adapting to our new reality with an emphasis on:
- Reaching your audience when travel is restricted and conferences are cancelled
- Adapting your content and standing out when everyone is doubling down on digital
- Pivoting your field marketing and event strategy to focus on digital opportunities
- Filling the lead gen and brand building gap
- Shifting channel strategies, plans, budget and resources
- Keeping your employees motivated during the crisis
- Messaging effectively around coronavirus

BrightTALK has teamed up with Boston Content, DC MarTech Talks and Obility B2B to deliver this special talk.

The rollout of GDPR in 2018 transformed how many businesses go to market and interact with consumers. Similarly, the California Consumer Privacy Act (CCPA) has been in effect since January 1, 2020 and many companies are still scrambling to understand the implications of this new regulation.

Although marketers may not be on the legal team, an enormous amount of personal data sits in the MarTech stack. Now more than ever before, marketers must stay informed on increasingly stringent privacy laws to protect their brands and maintain trust and transparency.

Join this webinar with David Pitta, CMO of BrightTALK, and Daniel Barber, CEO of DataGrail, to hear firsthand how a marketing executive and CEO of a privacy company reconcile marketing and privacy priorities for the year ahead.

In session two of our Flip the Switch series, we’ll share practical guidance and solutions for marketers looking to quickly pivot event partner and sponsor strategies in light of the growing concerns around COVID-19. During this BrightTALK Academy session, Val-Pierre Genton, Olivia Dassler, and David Edwards will focus on how to seamlessly create a virtual event and adapt to the drastic changes in the global event circuit. Topics include:

- Tapping into the power of one or multi-day virtual events to engage your audience around a topical subject matter
- Leveraging episodic content to build a community around a specific topic
- Brand visibility without the booth

The recent Coronavirus outbreak is playing an increasingly significant role in our lives, and many are taking personal and professional precautions. Event organizers are feeling the pressure to pull the plug on in-person tradeshows and conferences, while many businesses are suspending employee travel and implementing mandatory remote working policies. Marketers who have heavily invested in physical events as part of their go-to-market strategy are left with a significant challenge. What's the best way to create a successful virtual event program at scale?

As a leader in the virtual event space, BrightTALK has best practices and solutions that can help marketers quickly pivot in this era of physical event uncertainty. During this talk, Morgan Cantrell, Jeff Kunken and Jon Mycroft will share insights on how to best move a 2020 event strategy online. Topics include:

- Building virtual sessions to create a video-based conference and fill the funnel
- How to bring local and global audiences together with real-time engagement features
- Blending online and offline experiences to accommodate travel restrictions and concerns