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Less Is More (for Online Events)

Webcasts are a major demand generation tactic and it's important to prevent them from getting caught in the time crunch resulting from busy execs and ever-increasing demands on productivity. Attend this webcast to find out why smart marketers are keeping content concise and how they are increasing impact and engagement.

Topics Covered:
- Review actual BrightTALK data for live and on-demand viewing behavior
- Identify tips and techniques for short, impactful webcasts that improve engagement
- Outline methods for integrating effective on-demand marketing into your program mix
- Live Q & A session with Frost & Sullivan and BrightTALK
Recorded Jun 15 2011 32 mins
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Presented by
Bill Archer, VP Marketing, Frost & Sullivan and David Pitta, Senior Marketing Manager, BrightTALK
Presentation preview: Less Is More (for Online Events)

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  • Channel
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  • Data Analytics are Changing Marketing Forever Oct 4 2018 9:00 pm UTC 60 mins
    Melanie Turek,Fellow & Vice President, Frost & Sullivan
    With the rise of mobile and social, customers are more knowledgeable and empowered than ever. Their ability to access and share information anytime and anywhere gives them enormous control over their interactions with the companies they do business with—and they know it. As a result, they expect data-driven, personalized interactions at every stage of the marketing and sales funnel. One way marketers can adjust for the new normal is by leveraging big data and analytics—along with artificial intelligence, mixed reality and machine learning.
  • The Data-Driven CMO: Master Marketing Attribution With Search-Driven Analytics Oct 4 2018 7:00 pm UTC 60 mins
    Scott Holden, Chief Marketing Officer, ThoughtSpot
    Join CMO, Scott Holden, in a live webinar to learn how his team has mastered marketing attribution with ThoughtSpot’s search-driven analytics. Using ThoughtSpot, Scott’s entire marketing team can now analyze all their marketing data in one place without waiting weeks.
    We'll cover:
    - Top data sources and key metrics to include when building out your marketing analytics program
    - Best practices for transform your team into a data-driven marketing masters
    - How search-driven analytics is enabling the entire marketing team to analyze attribution without a team of data scientists
  • Marketing Attribution: Uncovering the Truths & How to Get There? Oct 4 2018 5:00 pm UTC 60 mins
    JoAnne McDougald, Advisor, Expert Marketing Advisors & Deirdre Mahon, Advisor, Expert Marketing Advisors
    Attribution is no easy thing for today's marketeer. Everyone in the business is asking "what's the repeatable sales cycle and number of touches our buyer takes to get a deal over the line". Finance puts pressure on teams to report in near real-time what's working and what's not and without answers budgets are held up. Sales teams need to personalize outbound efforts so they can efficiently engage the buyer but marketing needs to guide what content and what channels work best.

    Navigating the maze of attribution is both a qualitative and quantitative undertaking and unless you have the tech stack fully integrated, you may be missing key pieces of the puzzle. As daunting as it can be there is a step by step approach to follow and over time you achieve clarity. Join this webcast to learn best practice approaches to becoming a fully attributed marketing engine.
  • Leveraging Real Behavioral Intent to Identify and Convert Your Buyers Oct 4 2018 2:00 pm UTC 60 mins
    Val-Pierre Genton, VP Product Marketing, BrightTALK
    When you think of your customers as a jumble of demographics and lead scores, it's easy to miss the critical intent indicators that help you understand their pain points and needs on a deeper, more human level. For those of you who have started using intent signals to prioritize accounts or leads, you're likely challenged by the fact that anonymzed data without any context around where the engagement happened and for how long, makes it hard to turn intent signal into business growth. Discover the behavioral indicators that signal real intent for identifying and converting your ideal accounts and buyers. Learn how to use them to boost content and demand marketing success.

    In B2B marketing, acquiring and inspiring prospects and customers can feel like a frustrating guessing game, but that doesn't have to be the case. Join BrightTALK's very own Val-Pierre Genton for a dialogue on one of the most important topics in marketing. You'll walk away from this session with insights on:
    Truly defining your audience. We'll look beyond cookie-cutter personas and help you get into the mindset of your buying committee.
    Tapping into the intent signals that really matter via proprietary, first-party data and key sources that give you the full picture.
    Putting it all together. Turn intent into engagement in a few steps.
  • MRP and guest Forrester Discuss Qualities of ABM Leaders Oct 3 2018 5:00 pm UTC 64 mins
    Jim Regan and Steve Casey
    Join our guest Steve Casey, Principal Analyst for B2B marketing at Forrester, and Jim Regan, CMO and Co-Founder at MRP, to learn why artificial intelligence and machine learning are crucial to future proofing your account based marketing strategy. ABM and AI are converging and delivering actionable triggers to transform your customers’ experiences forever.

    Steve and Jim will share their perspectives on why utilizing AI to make predictions on prospects’ buying patterns and using those predictions to inform content strategy has shown greater results in account-based marketing strategies.

    Here’s what you’ll learn from this webinar:
    •Why AI should inform and operationalize your ABM strategy
    •When centralized insights can enable a consistent content strategy by target account
    •How to close the loop on integrated ABM strategies to identify and replicate high performing tactics, while eliminating the low performing ones
  • Can your data infrastructure support AI marketing? Oct 3 2018 3:00 pm UTC 62 mins
    Rolf Schromgens, CEO, Trivago
    Are you AI-ready? You need to be. Artificial intelligence marketing applications are delivering on their promise to source new insights to grow your business fast, AI technology is becoming available to any company looking for a competitive edge, and now’s the time to move, if you want to stay ahead of the curve.

    But the challenge is not just in defining an AI strategy; it requires developing the infrastructure to support it.

    Should you be developing in-house, or look to available technology and collaborate with outside experts? Keep deployment on-premise, or reach for the cloud? Can your current infrastructure, from server performance to processing power, stand up to the demands of increasingly complex AI applications?

    Get ready to level up your marketing strategy with AI, advance your technological capabilities in smart, strategic ways, learn how to make sure your next infrastructure move helps you exploit the AI advantage and more when you join this VB Live event!

    Register for free!

    Attend this webinar and learn:
    * How to tell if your marketing and IT departments are AI-ready
    * The fundamentals of an AI-driven infrastructure
    * The role of clean, definable data goals in successful AI implementation
    * How to scale the AI workload

    Speakers:
    * Andrew Malinow, PhD., Principal Data Scientist, Zylotech
    * Rolf Schromgens, CEO, Trivago
    * Sherif Mityas, Chief Experience Officer, TGI Friday's
    * Michele Goetz, Principal Analyst, Forrester
    * Rachael Brownell, Moderator, VentureBeat

    Sponsored by Zylotech
  • Key Marketing Metrics that Score Big with the C-Suite Oct 2 2018 5:00 pm UTC 60 mins
    Christa Tuttle, CEO, Launch Marketing
    Senior executives are more fluent in analytics and spreadsheets now than ever before, and they
    want regular reporting on their return on investment. So, how do you determine which analytics
    are the most valuable to share with your C-level staff?
    For C-Suite decision makers, interest in metrics comes down to understanding the ROI on their
    marketing dollar investment. In this presentation, Christa Tuttle, CEO of Launch Marketing,
    breaks down the most important elements of tracking customer acquisition cost (CAC), lifetime
    customer value and marketing generated revenue to make sure you are armed and ready to
    demonstrate the value of your marketing programs.
  • The Ultimate Marketing Dashboard Oct 2 2018 3:00 pm UTC 60 mins
    Alex Poulos, CMO - Chartio, Erik Archer Smith, Marketing Director of ABM, Arm Treasure Data
    Marketers today are dealing with more customer data than ever before resulting in large MarTech solutions each with their own analytics and visualization. This leads to a huge amount of confusion and manual work for marketers when reporting on the success of lead gen, advertising campaigns, email outreach and events.

    Learn how to streamline your reporting and up-level your visualization with a hands-on webinar with Arm Treasure Data and Chartio as they walk step-by-step for the best marketing KPIs to tracking and how to setup your own Ultimate Marketing Dashboard.

    We’ll look at a real dashboard that combines all the metrics a marketing leader needs to run a business in a single location. We'll cover how to combine your traditional lead funnels with:
    - Account awareness scoring

    - Dynamic + aggregated customer journey reports for every contact on an account
    - Multi-touch attribution (including UTM reporting!)
    - Dynamic attribution for content to MQL, SQL, closed-won
    - And more!

    This webinar will include both a high-level overview as well as technical explanations for some of the most advanced charts we've built.
  • Riadh Dridi: Insights from a Growth-Focused Enterprise CMO Recorded: Jul 3 2018 14 mins
    Riadh Dridi, CMO, RingCentral
    Riadh Dridi, CMO of Ringcentral, leads a cutting edge enterprise marketing team, known for its operational excellence. In this interview, Riadh covers some of the biggest topics facing marketing leaders today.

    He gives his thoughts on:
    How to operationalize your marketing organization for growth
    How the relationship between brands and customers is changing
    How marketing content is evolving
  • Carla Johnson: How to Apply Storytelling to Your Marketing Efforts Recorded: Jul 3 2018 8 mins
    Carla Johnson, Keynote Speaker, Marketing Expert and Chief Experience Officer for Type A Communications
    Carla Johnson, keynote speaker, marketing expert and Chief Experience Officer for Type A Communications gives us a deep dive into storytelling, something that should be a critical piece in any marketers’ toolbox. Carla, one of the foremost experts on the topic, explains what storytelling is in terms of marketing, why it’s effective and how to make it part of your marketing process.

    In this interview Carla describes:
    A simple framework marketers can use to become better storytellers
    What an effective customer story looks like
    How to operationalize storytelling in your organization
  • BrightTALK's 2018 Webinar Benchmarks Report Recorded: May 30 2018 63 mins
    David Pitta, CMO at BrightTALK & Val-Pierre Genton, VP, Product Marketing at BrightTALK
    Webinars are a critical B2B content marketing strategy and as marketers become responsible for the customer journey, webinars are a valuable tactic for engaging prospects and customers at every stage of the funnel. Webinars drive high value leads at the top, and deliver compelling customer stories at the bottom of the funnel.

    For our 2018 Benchmarks webinar, we’re doing something new. We’ll review data points from an analysis of 12,000+ webinars in the last year and we'll also share interviews from marketers who are the very best in the webinar business. You’ll learn what makes their initiatives successful, from strategy and process to promotion and follow up tactics.

    Join us to learn the latest on webinars in 2018, including:

    - The best days and times to hold and promote webinars
    - Best practices on webinar content and event duration
    - How the best marketers build scalable, successful webinar practices that drive engagement and revenue
  • State of the MarTech Stack 2018 Recorded: May 2 2018 55 mins
    David Lewis, DemandGen, Jessica Cross, Rollworks, Erik Smith, Treasure Data and David Pitta, BrightTALK
    We’ve all seen the explosion of marketing technology companies over the past several years, clearly illustrated in Scott Brinker’s Marketing Technology Landscape that grew from 150 companies in 2011 to over 5,000 last year.

    Today, we’re seeing many marketers who have been part of the martech tool buying spree in recent years take a step back and assess both how their stack works together and if they’re getting ROI from each piece. On the other hand, exciting developments in Artificial Intelligence (AI) have added capabilities and enhanced others.

    So how do we make sense of the martech landscape today? How do you build a stack that answers business needs and takes advantage of cutting edge technology?

    We’re excited to feature David Lewis, CEO of DemandGen, a leader at the forefront of making sense of today’s marketing tools for his clients, along with several innovative marketers who will discuss:

    - Martech’s evolution in recent years
    - Building a stack that makes business sense and delivers ROI
    - Where martech is going, notably the impact of AI
  • Operationalizing Sales & Marketing Alignment Recorded: May 1 2018 46 mins
    Matt Heinz, Heinz Marketing Inc, Adam Koster, BNY Mellon, Matt Wellschlager, Ceros and Victor Baglio, BrightTALK
    When asked if they have good Sales and Marketing alignment, many leaders would quickly nod their heads. "Of course we do!" But when it comes down to it, is that alignment real? Are there clear SLAs in place for the treatment of leads and opportunities on both the Sales and Marketing sides? Is the impact of that alignment measurable? Do lead flow, reporting and other critical operations plumbing work as they should? How does this need to evolve as marketing is being asked to support growth across the customer experience?

    We're excited to feature noted Marketing and Sales expert Matt Heinz, who will moderate a roundtable with visionaries from both functions where we'll discuss how to make tangible, measurable Sales and Marketing alignment a reality.

    In this roundtable we'll cover topics like:

    - How the best teams have operationalized Marketing and Sales' responsibilities
    - How to measure the Marketing's influence at all stages of the buying cycle
    - Which operational pitfalls to avoid
  • From CMO to CGO: Marketing Takes its Seat at the Revenue Table Recorded: Apr 30 2018 46 mins
    Liz Miller, CMO Council, Daniel Gaugler, PFL, Maneeza Aminy, Marvel Marketers and Scott Vaughan, Integrate
    The CMO role is in a time of great change. On the B2C side, we're seeing several noted CPG brands like Coca Cola eschewing the CMO role and instead hiring Chief Growth Officers. In B2B, there is some traction in the rise of CGOs but the broader trend shows the CMO role becoming much more metrics and revenue-driven. It's an exciting time for marketers but it's critical to understand what's driving this dramatic shift.

    Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.

    You'll learn:
    - How the emergence of key technologies has powered the shift to CGOs and revenue-focused CMOs
    - How the need for growth influences breaking down old siloes across organizations and placing big bets on innovation
    - What a CGO does and whether your company needs one today
  • How to Crush Your Revenue Marketing Goals with Webinars Recorded: Apr 24 2018 61 mins
    Tara Robertson, Director of Revenue Marketing at Uberflip & Val-Pierre Genton, VP of Product Marketing at BrightTALK
    Many B2B marketing teams have introduced webinars into their marketing mix. These web-based events attract qualified, invested audiences that you can convert into leads weeks before the content goes live, and months after it’s recorded. Are you making the most of this powerful lead generation asset?

    Join this live webinar with BrightTALK and Uberflip to hear B2B webinar best practices and learn:

    - How to optimize your webinar sign up process to get more registrants and how to get people to actually show up!
    - How to leverage your recorded webinars to drive leads
    - How to use paid amplification to drive even more MQLs from your webinar library
  • Mapping B2B Content to Each Stage of the Funnel Recorded: Mar 14 2018 40 mins
    Taylor Freitas, Marketing Programs Manager at BrightTALK
    According to research from Google, buyers engage with an average of 10.4 pieces of information before making a purchase decision. Are you creating the right content to address your prospective buyers’ needs at each stage of the funnel?

    Join BrightTALK as we share how to ensure you’re building a well-balanced asset library, including tips on blending rich and static media and building content that supports customer retention and growth.

    In this webinar, you’ll learn:

    - How to leverage different content types for each stage of the funnel
    - How to build an editorial calendar that address all stages of the sales funnel
    - How to establish a content library that suits use cases, personas, and the complete buyer’s journey
  • Make Your Customers Your Partners Recorded: Feb 22 2018 44 mins
    Melanie Turek, VP of Connected Work, Frost & Sullivan
    In today’s sharing economy, people like to offer their insights and expertise. Let them.

    By embracing your most loyal followers, you can gain authenticity and reach. Prospects and other customers are more likely to trust information when it comes from a third party, especially one with experience with your products or services.

    Power users can deliver valuable insight through reviews and feedback, but they can also help with FAQs and basic customer support issues. This is especially true in the B2B marketplace, where knowledge and experience can pay huge dividends for employees and companies that use them.

    This session will focus on creating loyalty programs that identify key supporters and power users, and then suggest ways to engage them to help sell and support the brand, ultimately boosting business.
  • Increase Conversions with Demand Gen Strategies for a New Era of Connections Recorded: Feb 20 2018 49 mins
    Craig Chappell, Head of Digital, FireEye & Val-Pierre Genton, VP, Product Marketing, BrightTALK
    Today, we expect everyone and everything to be connected. Always. In this connected economy, information is so easily accessible, that the relationship between buyers and sellers has been changed forever. The buyers are in control and they decide who they connect with, when, where and how.

    Join us for a live webinar as we discuss:

    - The shift in buying behavior
    - How buyers are self-navigating the sales process
    - The importance of personalized and interactive content to deliver business value
    - The need for marketing organizations to adapt
    - Why tracking and measurement is paramount to success in this new era
  • 2018 Marketing Priorities & Predictions Recorded: Feb 8 2018 54 mins
    David Pitta, CMO at BrightTALK
    Want to know what innovative B2B marketing leaders are focused on in 2018? We interviewed 8 marketing experts to understand how their strategies are evolving and what predictions will shape the future of the function.

    Hear from:
    Doug Sechrist, VP, Demand Marketing at Zenefits
    Kelvin Gee, Sr. Director, Modern Marketing Business Transformation at Oracle
    Tommy Jenkins, VP, Demand Generation at AvidXchange
    Sangram Vajre, CMO at Terminus
    Scott Vaughan, CMO at Integrate
    Julia Stead, VP, Marketing at Invoca
    Jason Seeba, VP, Integrated Marketing at Dynamic Signal
    Steven Wastie, CMO at Origami Logic

    Join David Pitta as he shares learnings from our experts, including:
    - Evolving go-to-market strategies with content and demand marketing
    - Focusing on how marketing influences the customer experience
    - Leveraging artificial intelligence today and in the future
    - Evaluating the changing landscape of marketing teams and resources
  • The Value of Social Listening: Tapping into your Customers’ Online Lives Recorded: Dec 7 2017 46 mins
    Melanie Turek, VP of Connected Work at Frost & Sullivan
    Engaging with users on social media is critical, but so is listening. Just like in real life relationships, you will learn a lot more about your target audience if you pay close attention to what they are “saying”—to you, or to (and about) someone else (yes, even your competition).

    This session will highlight the key trends in enterprise social, and explain how to leverage these new media to better understand and connect with your audience—and use the resulting data to strengthen your products and services.
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 host.

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  • Title: Less Is More (for Online Events)
  • Live at: Jun 15 2011 5:00 pm
  • Presented by: Bill Archer, VP Marketing, Frost & Sullivan and David Pitta, Senior Marketing Manager, BrightTALK
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