Engaging the Digital Buyer with Webinar and Video Content

For many marketers, the prospect of putting together an impactful video project or campaign can appear daunting. With so many variables to consider, how do you approach video marketing in a structured and creative way that will generate positive results?

The first in our series of ‘The Four Pillars of Video Marketing’ focuses on the need to be specific when strategizing, creating and distributing video content. Join Simon Gerzina, Managing Director and VP of Original Content at BrightTALK and Jon Mycroft, Director, Creative Accounts at BrightTALK to learn how to focus on the details that matter when creating video.

BrightTALK Local is our in-person global event series that brings together the best minds in marketing to exchange ideas, get inspired, and connect. With events in San Francisco, London, Singapore, Hong Kong, Seattle, Austin and more, we can't wait to come to your city soon. Check out this clip for a behind-the-scenes look at our BrightTALK Local events.

NS1 turned to BrightTALK to acquire new leads, and nurture those leads already in their database with engaging thought leadership webinar and video content.

BrightTALK allowed NS1 to be more efficient and increase their webinar cadence, and the leads coming in were of higher quality. In fact, when NS1 instituted an Account based marketing approach, they found more overlap between the BrightTALK audience and the target account list than any other source.

GDPR hurt NS1's EMEA database. BrightTALK has been a valuable tool in rebuilding this after GDPR went into effect..

Modern buyers devour a great deal of content while self-educating, long before ever contacting a vendor. Knowing this, Nlyte Has developed their online marketing strategy centering around thought leadership webinar content.

Prior to using BrightTALK Nlyte had a great deal of content and thought leaders, but didn't have the proper outlet. After launching their BrightTALK Channel within the IT space, they enjoyed a 50% increase in net new names.

After trying many webinar platforms, Arm Treasure Data went with BrightTALK due to the turnkey nature, easy to use platform, and built-in audiences.

They have seen growth through their promotions, native traffic on BrightTALK.com, and through their involvement in online Summits

Your marketing team is focused on efficiently delivering results, however as the buyer’s journey (if it can still be called that) becomes less linear and more complex, you’re facing ever-increasing stress on resources. To effectively reach and convert targets at scale, new perspectives and methodologies are crucial for balancing these competing needs.

In this live webinar, BrightTALK’s CMO David Pitta and Content Manager Trent Warrick will share how to maximize efficacy with authenticity, while scaling using intent data, and reserving your team’s resources for high-value activities.

In this webinar, you’ll learn:

-How to identify authentic intent
-How to build your business by building trust
-How to scale through strategic use of tools and human capital

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.

Increasingly, the digital behaviors of our ideal audience are fragmented. No longer are they dedicated to a single device or source or input. This perpetual change has challenged decade-old algorithms to better recognize buyers' intentions. B2B sales and marketing teams now face a new priority. How do we leverage these new intent signals and prioritize them in go-to-market efforts?

Join David Pitta, CMO at BrightTALK and Tanya Dracolakis, Sales and Marketing Operations at BrightTALK to learn how to operationalize first-party intent data.

In this session, we’ll discuss:

- Layers and purpose of intent signals in B2B
- Separating account from person-based intent
- Enabling Sales Development to activate intent-based lead products
- Measuring business value and ROI from these investments

Creating videos that make an impact and drive business growth is easier said than done. Most marketing teams are skilled to tell stories via webinars, social, articles, white papers, collateral and eBooks. Video-based storytelling requires expertise that is rarely available in-house.

Join this talk to understand how to elevate your storytelling and brand with impactful video.

Today, B2B marketers have access to data that their left brain would only have dreamed of a generation ago. The age of “I know 50% of my marketing spend is wasted, I just don’t know which 50%” is behind us. If anything, marketers are drowning in too much data, courtesy of ~7,000 martech vendors.

Powered by technology, automation is allowing marketing teams to simplify and scale like never before. That said, we’re in danger of over-automating and losing the human touch. Let us remember that purchasing decisions are made by engaging the mind (left brain - IQ) as much as emotions (right brain - EQ).

So which data matters when you’re crafting inspiring stories, trying to reach new audiences and getting pressure to acquire more customers? How is it even possible to make authentic connections while you’re automating for scale?

Join David Pitta (CMO) and Val-Pierre Genton (VP Product Marketing) as they share proven strategies so you can do the same for your business. Their insights draw on viewer data across millions of professionals engaging with webinars and videos on BrightTALK.

"BrightTALK is like a magnet that attracts talented and skillful people.." Brinqa uses BrightTALK to host their professional content, because as a lead generation partner it really helps to drive people down the funnel as they self-educate.

Seeking a Content marketing platform that could also fill their demand generation needs, Caringo came to BrightTALK looking for a very niche professional audience. BrightTALK audiences make meaningful engagements with content, indicating a high degree of buying interest, and high likelihood of conversion.

Red Hat primarily came to BrightTALK with demand generation needs. They found that many of their converted leads, engaged with their content on BrightTALK multiple times.

Red Hat was searching for a partner to build awareness among their ideal audience of software development professionals. Partnering with the internal team at BrightTALK, they create online live events with their industry peers around topics of interest to their professional audience.

Explore the 2019 Benchmarks Report with us as we dive into the performance of webinars and videos, and for the first time ever direct insight from our more than 8 million users. We’ve analyzed a wealth of data, looking at over 100,000 webinars and videos, with 16,000 being created within the past year.

Join this session and dive into this as well as the performance of leads from online Summits and webinar events, and how they grow pipeline and bookings.

WhiteHat came to BrightTALK needing to reach new audiences and increase their reach beyond those that visited their website. Through a regular cadence on their BrightTALK Channel, WhiteHat has seen a 6.3x return on their investment through revenue from BrightTALK sourced leads.

For the last 10+ years, we’ve been able to see first-hand how top-performing marketers use content and demand strategies for business growth. During this time, we shared their tips and tricks while also optimizing our own efforts for success. Starting with a modest marketing team and budget, we focused on continual improvement in how we use our own products and services to achieve growth. Now, with a centralized team of 8, we’ll share how we invested $600,000 last year to achieve $20M in pipeline and $8M in closed-won business from webinars and videos hosted on BrightTALK.

In this talk, we’ll share learnings from a decade of webinar and video experience:
- Using a framework for: people + process = solutions
- Identifying critical KPIs for content, campaigns, and operations
- Establishing an optimal mix of content + demand tactics to meet growth objectives
- Measuring success through lifecycle modeling and attribution reporting

With Cisco telling us that 80% of web traffic will be video by the end of this year, it's clear that our target audiences want to be inspired and engaged when they self-educate online. The challenge for B2B marketers is that creating live webinars and videos is considered resource-intensive and hard to scale. This is a point of frustration for marketers as these content formats consistently rank among the most effective demand generation tactics out there.

Join this webcam panel with a publisher, digital marketer and product marketer to understand how to create more authentic connections with live content and how to acquire more leads that engage with your webinars and videos. After joining this Talk, you will have actionable insights on how to create webinars and videos at scale while driving more ideal audiences to your live and on-demand content. Plus, you'll get some benchmarks data on the conversion lifts you can expect in terms of pipeline contribution and conversions to bookings. Enjoy!