Name: Flip the Switch: No Booth? No Problem
Start: 2020-03-19T15:00:00Z
End: 2020-03-19T15:00:59.000Z
Location: BrightTALK
Rating: 4.3

The BrightTALK Academy features the fundamentals of executing webinars and marketing best practices to develop channel owners into advanced hosts.

AI-powered buyers are here. And their penchant for personalized prompts over traditional search is throwing typical B2B engagement models into a tailspin. 

With more hidden buyer activity and less opportunities for direct connection, B2B marketers must make a major strategic shift: Up their indirect influence. Generate trust. And successfully fill the confidence gaps AI leaves behind.

Based on new research and key intel, join our expert from Informa TechTarget & a guest speaker from Forrester to find your way back to buyers in the new zero-click reality.

Zero Click Rising? Trust-Building Approaches for Growing Influence.

Volatility is back with a vengeance. Between on-and-off tariffs, mounting recession fears, and rising geo-political tensions, industries across the board are either bracing for impact — or already picking up the pieces. 

But we’ve seen this movie before. And the lessons we’ve learned from the brands that grew through the turbulence of the COVID-19 era ring true: When circumstances change by the hour, only the agile will succeed.  

In this episode of our B2B Content Brilliance webinar series, learn from Lieu Pham (VP of Strategy, Brand & Content Group, Informa TechTarget) and Travis Gonzalez (Strategy Director, Brand & Content, Informa TechTarget) on how today’s content marketers can stay data-driven and strategically nimble to meet their audiences with reactive, hyper-current solutions.

Volatility’s Return: Pulling Off Reactive Content With Real-Time Data

Buyer behavior is changing at warp speed. Between the rise of LLMs, AI search and demographic shifts, a future where big buys are made with zero sales reps involved may not be far off.  

In fact, Gartner reports that over 75% of B2B buyers now prefer a rep-free sales experience.  

While Gartner may be overstating the case, especially in complex Enterprise Tech, in this age of self-service, successfully wooing buying groups will depend tremendously on delivering can’t-ignore content tailored to their real-time problems and preferences.  

Enter “ownable conversations” — an innovative approach to capturing buying group attention. The idea is to deploy hyper-current, untold narratives only your brand can tell. These conversations aren’t simply differentiated; they’re engineered to captivate. They stand out and spark curiosity. They drive the kind of energetic conversions your most sought-after accounts will want to have with you.  

In this session, you’ll learn how to: 
- Adapt your ABM messaging strategy to address a self-service buyer mindset 
- Use real-time data to uncover your target buying groups’ constantly evolving priorities, so you can create provocative narratives that grab their interest 
- Productively deliver compelling, multi-channel materials that demand attention, earn trust, and accelerate conversion to pipeline

Ownable Conversations: Winning with ABM in the Self-Service Era

In our information-saturated landscape, research-backed content is no longer optional—it's expected. But, while better data adds credibility and depth to your webinars, even seasoned marketers can struggle to shape dry, complex research into something that actually engages an audience. 

In this episode of our Build a Better Webinar series, you'll learn how to elevate mundane research findings into powerful visual stories that both support your talking points and boost your audience engagement. Whether you're an experienced presenter struggling with lackluster data slides or a newcomer looking to elevate your webinar content from the start, you’ll walk away with actionable strategies you can use today to make your research-backed content both credible AND compelling.

Build a Better Webinar: Data Visualization

In-person events are back, and B2B organizations are pouring more time, budget and resources into delivering the authentic connections and immersive experiences that only live events can provide. But if the impact of your event ends when the venue clears out, you could be leaving significant pipeline and revenue on the table. 

That’s why today’s top B2B tech marketers understand the importance of extending the ROI of their event investments by transforming in-person moments into engaging content pieces that keep delivering results long after the booth comes down. In this session, recorded at Infosecurity Europe 2025, one of the industry's premier cybersecurity trade shows, Informa TechTarget’s Head of Scale Product, Byrony Seifert, shares actionable strategies on how to capture, repurpose and distribute your event content to fuel ongoing ABM plays. Learn how to maximize your event investment by creating targeted digital assets that engages the most sought-after accounts and increases revenue potential.

Repurpose with Purpose: Turning Events into Always-On ABM Fuel

Webinars enable you to reach a wide audience, build thought leadership, and deliver content in engaging ways. Creating a pre-recorded version of a webinar can maximize these benefits by allowing extra time to troubleshoot presenter nerves, balance scheduling conflicts, and re-record any segments that didn’t quite work the first time around.  

In this episode of BrightTALK’s Build a Better Webinar series, we’ll explore the value of pre-recording webinar segments to include visuals and other elements that might be difficult to execute in real-time. From optimizing content in post-production to managing live interactions with your audience via polls and Q&A, we’ll cover the benefits of using pre-recorded webinars to captivate and inform your audience while saving time and energy.

Build a Better Webinar: Pre-Recording Segments

Today’s buyers consume, on average, 12 pieces of content when researching a purchase. When producing relevant and valuable messaging is this critical, how do you create the right assets to address every prospective buyer’s needs at every stage?

As the leading B2B webinar and video provider, the Informa TechTarget team has learned a thing or two about creating content that converts. Join us as we demonstrate how to build a well- balanced asset library that blends rich and static media throughout the buyer’s journey. We'll teach you to leverage different content types and demonstrate how to build a robust editorial calendar to create meaningful marketing touches as your buyers progress deeper down the sales funnel.

Mapping B2B Content to Each Stage of the New Sales Funnel

The marketer who knows their B2B audience best will always win. Get your intel straight from the source.

Join Industry Dive’s VP of Global Strategy and NetLine’s General Manager as they reveal the most critical findings surfaced by their first-party consumption and intent data from over 20 million B2B leaders.

Marketers will leave this session with exclusive audience data and advice to:

- Craft winning content and demand strategies tailored to the habits and preferences of today’s B2B decision-makers — including specific analysis of what captivates the C-suite

- Grasp the modern buyer’s journey and expertly develop approaches and asset mixes to match

- Understand how hot topics like genAI fit into the equation

The State of B2B Marketing: What 20 Million Leaders Want

The best webinars tell a clear and concise story that captures an audience’s attention. You may be a seasoned presenter, but do you use the elements of good story telling to connect emotionally with your audience? 

This episode of BrightTALK’s Build a Better Webinar series looks at key elements of successful storytelling. From tips to infuse the story arc into your script to examples of successful storytelling, we’ll cover best practices to build your script around your story – and capture your audiences’ attention.

Build a Better Webinar: Storytelling & Scripting

When competition is fierce, tech marketers are eager for ways to stand out to convey their corporate message and capture the attention of busy buyers. And what’s a better way to do that than employing video-based content to tell your story?  

Great video helps to create an immersive and engaging experience that leaves your audience wanting to learn more about your brand. Join Informa TechTarget’s Jon Mycroft, VP of Integrated Publishing, as he sits down with Matt Harris, Director at BrightTALK Studios to explore how rich-media content can supercharge your content marketing strategy by helping you build stronger, more authentic connections with your audience. Plus, get a glimpse of the latest B2B video marketing trends, as well as practical tips for unleashing the power of video to engage and convert tech buyers.

Exploring the Art of B2B Video Marketing

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep?

In this episode of our B2B Content Brilliance series, John Steinert (CMO, Informa TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.

Creating a Memorable Marketing Message that Lasts

Effective panel presentations are an essential tool for B2B marketers. But, moderating panels is not as easy as it seems: staying engaged with the audience, keeping the conversation going, asking questions, managing slides, incorporating audience questions … it can get complicated, fast. 

In this episode of BrightTALK’s Build a Better Webinar series, we’ll coach you through creating an engaging dialogue with your panelists, whether you’re bringing in external subject matter experts or showcasing internal stakeholders’ expertise. From determining your session details to recruiting relevant speakers, we’ll discuss best practices you can adopt to help you simplify the process and set you up for success.

Build a Better Webinar: Moderating Panels

The webinar. It’s the bread and butter of any marketing campaign that educates prospects effectively and moves them down the sales funnel. But in a world where B2B professionals consume and participate in video experiences daily, “talking heads” won’t make your content stand out. How can marketers create webinars that grab—and keep—the attention of the people they need to engage?  

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the webinar series pulling back the curtain on B2B production in the marketing world. In this episode, we’ll talk about strategies big and small that marketers can use to differentiate their webinar content. From speaker coaching and up-leveling production quality to smarter storytelling and distribution tactics, our experts will share plenty of tips to help you create webinars worth watching.

How Can I Make My Webinars...Not Boring?

Poorly organized webinar slides can compromise the effectiveness of your presentation, distract from your message and overwhelm your viewers. So, when presenting a complicated, dense, or downright dry topic, how can you ensure your presentation design will successfully engage your audience?  
  
In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through best practices for organizing your content to create more strategic presentations. Starting with a short critique on what not to do, we’ll then dive into a checklist of things to watch for to ensure you don’t fall into any bad design traps. By the end of this session, you will be able to gather, organize and refine your information to more effectively tell your story.

Build a Better Webinar: Presentation Design

Part of what makes creating great content so challenging for marketers is the need to continuously engage and excite buyers. Finding new story ideas within the confines of a market, topic or product can feel near impossible – and failed attempts often result in decreased engagement. Similarly, journalists are constantly on the hunt for their next story or angle within the confines of their beat. What if there was a way to shift our thinking from merely creating to discovering compelling stories, much like a journalist does? 

In this episode of B2B Content Brilliance, Fiona O’Connor (Sr. Manager, Informa TechTarget) sits down with Bridget Botelho (Editorial Director, News Department, Informa TechTarget) to learn more about a journalist’s approach to finding stories and how B2B marketers can adopt a similar mindset to elevate their content, drive more engagement and convert buyers.

Think Like a Journalist: Finding Great Story Ideas

“Quality might not always be the right answer, but it’s always the right question.” As B2B buyers’ hunger for video content continues to grow, many marketing teams are looking for better ways to fuel their video content engine – and, often, the search for quality is a driving force. Yet there are other factors to consider in the quest to create video content that meets your objectives, whether you’re creating video in house or looking for a partner to fill the gaps.

Join Susan Smith and Jeff Kunken (Informa TechTarget) and BrightTALK's Greg Johnson as they discuss how video quality and content goals intersect and what you need to know to choose the right video services. They’ll tap into decades of combined experience to share how to set the right objectives for your video content and set your team up for success. Plus, they’ll break down different types of video services and budgeting strategies, how a good vendor compares to a true partner, and when to engage them.

The Quality Question: Vendors, Partners and Understanding Your Video Objectives

Quick: you only have seconds to capture a buyer’s attention. What story do you tell? That’s the challenge facing marketers today. In a noisy marketplace, how can you create content that makes your brand stand out in less time than it takes to microwave a burrito? 

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the webinar series pulling back the curtain on B2B production in the marketing world. In this episode, we’re sharing best practices for using video and animation to maximize your social media strategy. From managing the classic “thought leadership” vs. “sales-y” tightrope to developing modular content that can go the distance, our experts will share plenty of tips and tricks to help you stop the scroll.

Video that Clicks: Creating Content for B2B Social Media

Webinars have become an essential tool for B2B marketers to engage buyers and share valuable information. But when it comes to generating registrations, maximizing participation, and delivering an overall seamless experience, how do you make sure your webinars are truly user friendly?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through how to remove friction from your webinars so your audience can focus on connecting with your business. From simplifying the registration process to maintaining consistent branding throughout, you’ll come away with a framework for the ideal webinar user journey.

Build a Better Webinar: Optimizing Audience Experience

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.

Flip the Switch: Exceptional sales and marketing alignment

When it comes to B2B event strategy, it’s clear that compelling hybrid events, those that effectively blend in-person and virtual attendee experiences, are here to stay.

Well-rounded hybrid events create value and close deals. Join the BrightTALK team as we demonstrate how tactical hybrid events will transform your event strategy and open your brand up to an engaged global audience. A dynamic virtual event experience can be a strategic and cost-effective way to increase your audience, improve your ROI, and grow your event on a global scale.

You’ll learn to:
-  Establish the scope of your event
-  Formulate an effective hybrid event strategy
-  Align hybrid events with your overall marketing goals

Flip the Switch: Hybrid Event Strategies

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 us as our BrightTALK production experts unpack not only what they've seen working this year, 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 this year 
-  What’s next for both marketers and the events industry
-  How to set your team up for success and get ahead of the competition

Flip the Switch: What's Next for Virtual Events in 2021?

Plan. Develop. Promote. Amplify. Repeat. The sheer amount of time and energy needed to create tactical, engaging content that converts can drag down a team when not done strategically. 

Join our VP of Corporate Development, Val-Pierre Genton, and Manager of Marketing Programs, Olivia Dassler, as they pull-back the curtain on BrightTALK’s own content production engine. You’ll come away with actionable best practices that set you up for success and prepare your team to capitalize on opportunities as they arise.

They’ll focus on:
-  Generating scalable awareness and demand through always-on webinar and video programs
-  Creating a content plan that features all potential forms of content
-  Tips and tricks to speed up the content development process without sacrificing quality
-  Best practices that put your content to work for you
-  How to push measurement and performance monitoring to the next level

As a special bonus, get access to the real-life templates the BrightTALK marketing team uses to plan, develop, promote, and maximize our own game-changing content.

Flip the Switch: Content That Converts

You’ve set your virtual event KPIs. Now, where should you focus your resources to get the most bang for your budget? Let us walk you through the essentials. 

Join Nick Fagan, Senior Director, US Sales (BrightTALK) as he sits down with Ed Farraye, Growth/Revenue Marketing (HashiCorp), to highlight how to maximize the ROI of virtual events in 2021. We'll discuss how to establish a budget that maps directly back to your overarching goals and objectives, and how three different types of virtual events fit into your GTM strategy - demand gen, brand-building, and internal. While we won't share top-secret budget specifics, we'll break-down the minimum requirements necessary to launch a practicable B2B event or conference and outline the extras that, when executed cost-effectively, can elevate a standard virtual event into an engaging digital experience.

Flip the Switch: Budgeting for Virtual Events

Gone are the days of a single fixed camera passing for a “virtual event.” Now, true hybrid events integrate the virtual and physical to create an environment where attendees, presenters, and vendors can interact seamlessly.

Executing effective hybrid events doesn’t have to be a headache. Join the BrightTALK team as we guide you step-by-step through planning and launching unforgettable hybrid event experiences. Our approach will cover everything from optimizing timelines and best practices for a stress-free event day to post-event activation, technology requirements, and more. 

In this hands-on and tactical second session of our hybrid events mini-series, you’ll learn to:
-  Deliver modern virtual event experiences that reach new audiences
-  Showcase your in-person speakers, sponsors, and brand without cumbersome setup
-  Evolve your live experience into ongoing passive income

Flip the Switch: Executing hybrid events

When it comes to B2B event strategy, it’s clear that compelling hybrid events, those that effectively blend in-person and virtual attendee experiences, are here to stay.

Well-rounded hybrid events create value and close deals. Join the BrightTALK team as we demonstrate how tactical hybrid events will transform your event strategy and open your brand up to an engaged global audience. A dynamic virtual event experience can be a strategic and cost-effective way to increase your audience, improve your ROI, and grow your event on a global scale.

In this first session of our two-part hybrid events mini-series, you’ll learn to:
-  Establish the scope of your event
-  Formulate an effective hybrid event strategy
-  Align hybrid events with your overall marketing goals

Flip the Switch: Hybrid event strategy

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

Flip the Switch: If Offices Are Empty…Does ABM Still Matter?

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.

Flip the Switch: Virtual events 101

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.

Flip the Switch: In-person connections in a virtual world

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

Flip the Switch: What's next for virtual events?

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

Flip the Switch: Marketing budgets during the pandemic

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

Flip the Switch: Polished events in a webcam world

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

Flip the Switch: Building a virtual event in 24 hours

Flip the Switch

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

Flip the Switch: No Booth? No Problem

B2B Marketing

Content Marketing

Demand Generation

Marketing Analytics

Marketing and Sales Alignment

Covid-19

Webinar and Video Strategy

virtual event

Video Marketing

Streaming

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Marketing Operations and Automation

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“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

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The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Flip the Switch: No Booth? No Problem

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