Building a Scalable Webinar Distribution Strategy

David Pitta, Sr Marketing Manager, Demand Generation, BrightTALK; and David Kreitter, Demand Generation Associate, BrightTALK
Digital buyers are devouring webinar content with an increasingly voracious appetite. These rich media assets are delivering highly engaged and measurable audiences, and yet many webinar strategies are still failing to actualize marketing's fabled contribution to revenue. This is often the result of a siloed strategy that is difficult to manage centrally, scale efficiently and measure properly.

Join David Pitta, Sr. Marketing Manager of Demand Generation at BrightTALK, as he lays out his distribution strategy that leverages over 400 live and on-demand webinars across 50 channels to fuel a global sales team.

Topics covered:
- Understanding the challenges of a siloed webinar and video strategy
- Controlling content publishing and access
- Developing a distribution network for content reach
- Extending content reach with a syndication strategy
- Measuring content, audience and revenue performance
Oct 12 2011
38 mins
Building a Scalable Webinar Distribution Strategy
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Webinar and Video Marketing

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  • Smart marketers know that all audiences are not created equal. While it can be beneficial for branding to reach a mass audience, if the goal is to sell products and services, it’s critical to speak to the people who hold the purse strings—and to the people who influence the people who hold the purse strings. In today’s B2B buying cycle, there are often multiple buyers, any of whom may or may not control the budget allocated for a given purchase. And yet, without buy-in from those stakeholders, the sale will never close.

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    The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

    - How to plan webinar promotions
    - What to expect during a live webinar
    - Which features are driving the most engagement
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    The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

    - How to plan webinar promotions
    - What to expect during a live webinar
    - What features are driving the most engagement
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    - Customers today are educating themselves on their options long before they pull the trigger on a purchase.
    - They are increasingly turning to trusted advisors for recommendations and advice, rather than static information sheets from the seller or manufacturer.
    - They are looking for information from more-advanced sources, delivered in new ways like webinars, videos, and interactive content.

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  • Marketing Operations for Webinars Made Easy - EMEA Edition Mar 11 2015 11:00 am UTC 45 mins
    As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

    For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

    This session will highlight best practices to achieve webinar program success, including:

    - Reporting on webinar program performance and ROI
    - Scoring webinar data in your marketing automation system
    - Routing webinar leads and engagement information to sales
    - Establishing a set of webinar program KPIs
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    For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

    This session will highlight best practices to achieve webinar program success, including:

    - Reporting on webinar program performance and ROI
    - Scoring webinar data in your marketing automation system
    - Routing webinar leads and engagement information to sales
    - Establishing a set of webinar program KPIs
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    Smart marketers know that all audiences are not created equal. While it can be beneficial for branding to reach a mass audience, if the goal is to sell products and services, it’s critical to speak to the people who hold the purse strings—and to the people who influence the people who hold the purse strings. In today’s B2B buying cycle, there are often multiple buyers, any of whom may or may not control the budget allocated for a given purchase. And yet, without buy-in from those stakeholders, the sale will never close.

    Join us for am information-packed webinar to learn more about how to identify and appeal to everyone who might impact a buying decision. Melanie Turek, Vice President of Research for Frost & Sullivan will explain why the buying decision-making process is changing, and present data on how best to reach out to multiple influencers.
  • 2015 BrightTALK webinar benchmarks report: Highlights & analysis - EMEA edition Recorded: Feb 10 2015 42 mins
    In 2015, marketers will be challenged to think more strategically about the content they produce and how it is leveraged to drive demand for their business. With the abundance of information at the buyer’s disposal, webinars have become a critical tactic for converting prospects further down the education and buying cycle. Yet, the art and science of a successful webinar program is evolving rapidly.

    The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

    - How to plan webinar promotions
    - What to expect during a live webinar
    - Which features are driving the most engagement
    - How to utilize webinar data to convert leads to opportunities
  • 2015 BrightTALK webinar benchmarks report: Highlights and analysis webinar Recorded: Jan 29 2015 56 mins
    In 2015, marketers will be challenged to think more strategically about the content they produce and how it is leveraged to drive demand for their business. With the abundance of information at the buyer’s disposal, webinars have become a critical tactic for converting prospects further down the education and buying cycle. Yet, the art and science of a successful webinar program is evolving rapidly.

    The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

    - How to plan webinar promotions
    - What to expect during a live webinar
    - What features are driving the most engagement
    - How to utilize webinar data to convert leads to opportunities
  • Demand Generation in EMEA - How to Drive Demand from Webinar & Video Programmes Recorded: Jan 28 2015 42 mins
    Marketers in EMEA face unique challenges when developing a demand-centric webinar and video programme.

    In this webinar, Katrina McEwan, Marketing Campaign Manager EMEA at BrightTALK, will share strategies and best practices that will enable EMEA marketers to create repeatable, efficient processes for establishing and growing webinar and video programmes that drive results in 2015.

    Agenda
    - Challenges for EMEA demand generation
    - Content strategies aligned to the funnel
    - Content aligned to lead nurturing programmes
    - Generate more qualified EMEA leads

    This webinar is suitable for:
    - EMEA marketers wanting to leverage content from their global counterparts
    - EMEA marketers wanting to launch their own webinar and video programme
  • Demand Generation: Tips, Tricks and Tales from the Front-Line Recorded: Jan 22 2015 51 mins
    Join Ray Coppinger, Online Marketing Manager at Marketo and demand generation veteran as he presents how to achieve better results through smarter marketing and how to analyse the performance of your marketing campaigns with the metrics that matter most.

    In this session, gain valuable insights on demand generation, specifically:
    - Using content marketing to feed your demand generation engine
    - Demand Generation and the stages of the demand funnel
    - Leveraging social marketing for demand generation
    - Best practices for measuring and analysing campaign performance

    Register now for this live webinar and discover how you can fine-tune your demand generation efforts today!
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    As the world continues to grow more mobile and social, customers are changing the way they approach buying decisions.

    - Customers today are educating themselves on their options long before they pull the trigger on a purchase.
    - They are increasingly turning to trusted advisors for recommendations and advice, rather than static information sheets from the seller or manufacturer.
    - They are looking for information from more-advanced sources, delivered in new ways like webinars, videos, and interactive content.

    Marketers must deliver useful information in a way that is easily digested, conveys relevant content (including reviews, case studies and best-practice recommendations), and encourages attendees to participate and share information. Finding the right platform for delivering value is key. Please join us for a webinar to learn more about the changes in consumer education and the buying cycle; what types of content and services are required for success; and how to evaluate platforms to ensure you get the biggest return on investment.
  • Get more leads: How to build a demand-centric webinar & video strategy for 2015 Recorded: Dec 16 2014 47 mins
    Sales-ready leads are in constant demand. Webinars and videos offer a proven technique for identifying a target audience that is self-educating on pressing business objectives and for moving relevant audiences down the sales funnel. The challenge for marketers is creating repeatable, efficient processes for growing webinar and video programs to achieve greater revenue results year over year.

    Create more demand from your webinar and video programs in 2015. In this session you will learn how to:

    - Develop a content calendar that fills every stage of the funnel
    - Determine metrics for overall content views and qualified sales leads
    - Structure automated campaigns for faster follow up
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    When thinking about marketing automation everyone jumps to software purchases. But what happens after the purchase? Does this big piece of software solve all you marketing problems?

    Most marketers find that the biggest challenges with marketing automation come from implementing and running it. From creating the right content to ensuring and the lead flow is strong enough, marketers sometimes find it hard to find results after automation.

    Join this panel of experts as they discuss what it takes to make automation a success in your business.
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    It's the word of the moment and not by chance. If content was always king, the digital era has brought it under the spotlight of a global audience. Content became democratised, easily accessible, shareable and trackable. And filled CMO's nightmares everywhere.

    Join this live panel of experts for a recap on what were the biggest transformations on the industry and what CMO's should be looking for next year.
  • [Video] BrightTALK's Top Tips for Webinar Success Recorded: Dec 9 2014 3 mins
    Have you ever wondered what the secret is to a crowd-pleasing webinar?

    At BrightTALK, we watch hundreds of webinars each year, enabling us to identify what works and what doesn't when it comes to creating successful content.

    In this video, the BrightTALK team share their tips for webinar success. From planning to delivery, this video includes practical tips that will make your webinars more attractive, engaging and ultimately successful.
  • 2014 B2B Content Marketing Spotlight Report Highlights Recorded: Dec 5 2014 2 mins
    B2B marketers are increasingly using content marketing to better engage B2B buyers and to educate, inform, entertain and guide them along their customer journey.

    The 2014 Content Marketing Report is based on 600+ survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends and key challenges, as well as best practices.
  • How to be a Legendary Storyteller with Webinars and Videos Recorded: Nov 26 2014 39 mins
    A fast food chain wanted to sell more milkshakes. After bringing in an experienced market research group and aligning its advertising with their findings, nothing happened. Milkshake sales remained flat.

    However, things changed when a new researcher entered the picture and asked a radically different question. A question that will help you align every tactic with your marketing strategy.

    Beginning with this story, you will enter a rabbit hole designed to change the way you plan, design and distribute stories, with a specific focus on webinars and videos.

    Crafting stories that others will not only remember, but share, begins with a basic understanding of how stories work. How they differ from information. And ways to use and time stories during webinars and videos.

    In this webinar, you will learn:

    • What ingredients make a story a story
    • How narratives and stories are not the same thing (and why you need both)
    • The one question you should ask before choosing which story to tell
    • Three f-words that undermine your marketing and sales efforts
    • Which role you should play in your prospect’s story
    • Strategies for storytelling in webinars
    • Strategies for storytelling in videos

    About the Presenter
    Keith Jennings heads marketing and content strategy for Jackson Healthcare, one of the largest healthcare staffing companies in the U.S. He also advises nonprofits and SMBs. Keith specializes in strategy and story design for the company’s startups and operating divisions. Prior to Jackson, Keith served nine years as head of planning and marketing for two-hospital health system. And he spent his early career working with healthcare entrepreneurs. He writes about storytelling in business at KeithJennings.com.
  • B2B Content Marketing Trends - Survey Results and Analysis Recorded: Nov 20 2014 43 mins
    Join us as we review the results of the 2014 B2B Content Marketing Report, based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
  • Developing a Global Content Plan Recorded: Nov 11 2014 52 mins
    The world is a big place. A big marketplace, to be more specific. As brands reach out across borders to find new business prospects, they often discover hidden pitfalls. And, they quickly realize that producing content for people who live in other nations, speak other languages, and have different cultural traditions, political backgrounds, and religious beliefs can be challenging and labor intensive. To do it right — to scale up — you have to have a plan. Join Scott Abel, The Content Wrangler, for a free one-hour web presentation with special guest, Pam Didner, author of "Global Content Marketing” (2014 McGraw Hill). Pam will share the steps designed to help you scale your content beyond borders. Attendees will gain insight needed to understand how to effectively collaborate with team members around the globe, determine the steps necessary to scale up content production, and to avoid the big mistakes made by others who have traveled this road before.
  • Tales of a Webinar Marketer Recorded: Oct 30 2014 4 mins
    In this video, the BrightTALK team shares the webinar stories that have stuck with them and what marketers are doing to make their content legendary.
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.

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  • Title: Building a Scalable Webinar Distribution Strategy
  • Live at: Oct 12 2011 3:00 pm
  • Presented by: David Pitta, Sr Marketing Manager, Demand Generation, BrightTALK; and David Kreitter, Demand Generation Associate, BrightTALK
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