Name: The CMO Imperative: Adapting your 2020 strategy during the pandemic
Start: 2020-03-27T17:00:00Z
End: 2020-03-27T17:01:20.000Z
Location: BrightTALK
Rating: 4.6

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

It is a tough time to be a B2B marketer in the tech space – you're not only tasked with supporting your sales team but also entrusted with shaping your prospect’s perceptions to keep your brand top of mind. Yet Utimaco, a global leader in providing trusted cybersecurity and compliance solutions and services, seems to have cracked the code, using the power of video to attract and captivate their audience with appealing content, a strong point-of-view and a winning promotional strategy.

The result? Their webinar program is seeing 800% year-on-year audience growth and an engagement rate 17x better than their closest competition. Hear from Utimaco’s marketing leaders as they open the playbook on how great webinar content is enhancing to their digital marketing strategy, driving more (and better) opportunities for their business and providing a stream of piping hot leads to their sales team.

Presented by: 

-  Philipp Harmuth, Head of Digital, Utimaco 
- Volker Gerstenberger, Director, Marketing, Utimaco
- Chris Tully, Account Manager, EMEA, TechTarget

17x the Competition: Utimaco’s Guide to Exponential Webinar Growth

Why listen to venture capitalists at all? Scale Venture Partners is an early-stage venture capital (VC) firm that typically leads Series A or Series B rounds. In this episode, Craig Rosenberg, Chief Platform Officer, and Jeremy Kaufmann, Partner, (Scale Venture Partners) go deep on what VCs really mean when they talk about “efficiency”.  They cover several types of recommendations that they make to companies with respect to areas of focus and share some of the innovative responses they’ve seen from operators. This wide-ranging conversation features both contrasts in perspectives and confluences from within Scale and across the unique vantage point that TechTarget’s operators and expert observers of the space have on enterprise tech markets and go-to-market practices alike.

Topics covered: 
  - GTM refinement
  - Creative cost reductions 
  - Intent data
  - The 4 vital signs of SaaS 

In this episode: 
  - Jeremy Kaufmann, Partner (Scale Venture Partners)
  - Craig Rosenberg, Chief Platform Officer (Scale Venture Partners)
  - Rebecca Kitchens, President (TechTarget) 
  - John Steinert, CMO (TechTarget)

Tech Investors and Operators: Navigating Economic Headwinds

SonicWall is a well-established leader in the cybersecurity space. With over 30 years of experience detecting threats and protecting organizations of all sizes, the SonicWall team’s expertise and solutions are relied upon across the globe for boundless cybersecurity defense. And with threats on the rise due to a variety of factors, SonicWall’s marketing team has laser-focused on a content strategy that effectively educates and engages the right IT professionals.

Join this live session to hear how SonicWall’s Stacy Horton, Sr. Marketing Manager, Demand Generation, has tapped into the power of webinars to create engagement with target accounts, drive better sales-ready conversations and fuel more pipeline. We’ll delve into best practices for B2B webinar content creation and showcase the real impact it can have on brand awareness, lead generation and customer relationship nurturing. Discover how SonicWall’s strategic investments in webinar content have driven their marketing efforts and delivered measurable return on investment.

Winning with B2B Webinars: SonicWall's Content Marketing Playbook

Economic downturns can present significant challenges for organizations striving to maintain growth and profitability. Yet, it’s during these challenging times that investing in high-quality content becomes a strategic imperative. Instead of deciding whether to invest, marketers must decide where to invest in order to take advantage of the current climate. 

Join BrightTALK’s in-house production experts to dig into why video has emerged the undisputed champion of driving engagement and delivering ROI. They’ll discuss strategies for creating impactful content on a limited budget while answering the question on everyone’s mind – when paying for content gets trickier, is doubling-down on my investment the way to save my year?

Why Investing in Content Will Save Your Year

Step aside, home movies. When done well, modern video storytelling helps brands stand out in a noisy marketing landscape by eliciting emotion and directly impacting the decision-making process. Moreover, video-based content conveys a brand’s character in a matter of minutes - making it a vital component of any marketing strategy.

Join leaders from HubSpot and BrightTALK as they unpack the state of video from start to finish. They’ll dig into recent research to explore not only how marketers can create successful, impactful short and long-form video content that converts today, but also how to leverage the medium to scale growth in the future.

5 Video Marketing Trends to Test and Perfect

With so many available content types, building a demand generation campaign can feel overwhelming. What kind of content will best reach my audience at the right time with the right message? And if I get it wrong, do I need to start again from scratch? 

Fortunately for marketers, starting with video-based content as a basis for your demand generation campaigns can alleviate many of those concerns. Join us for an exclusive look into new research exploring the power of an omnichannel strategy to engage the right buyers whenever and however they want to consume content. From distribution channels to promotion strategies and derivative assets, you’ll learn how to maximize your campaigns with knock-out video content.

Fueling Better Demand Gen Outcomes with Video-Based Engagement

B2B marketers are always looking for ways to boost the success of their webinar programs. But, especially during promotions, is there a trick to capturing your audience’s attention as quickly as possible?

In this episode of BrightTALK’s Build a Better Webinar series, you’ll learn how to generate interesting, unique, and bold titles for your webinar programs and videos. From establishing the key themes to creating a little buzz, you’ll be sure to walk away with tips and tricks to spark your audience’s interest.

Build a Better Webinar: Engaging Titles

So you’ve defined your target accounts for your account-based marketing (ABM) campaign — now what? In this webinar, we’ll explore how to activate your ABM plan and engage your ideal accounts with hyper-personalization and precision. You’ll uncover key strategies for sales and marketing alignment and learn how to leverage technographics and intent data to unleash the most effective tactics for your target accounts and channels. 

Join Matt Hogan, HG Insights’ VP of Growth Marketing, and Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement, as they share best-in-class strategies on:

• Going “Account-Based Everything” to redefine the Go-To-Market experience
• Leveraging technographics for account & campaign segmentation
• Using intent data to create hyper-personalized content & messaging
• Aligning sales and marketing teams to ensure ABM success

From Targets to Triumph: Key Strategies for Activating Your ABM Campaign

Webinars are incredibly powerful tools for B2B marketers, but sometimes a single webinar isn’t enough to sufficiently cover your chosen topic. And, if you want to be seen as an expert on the subject, you’ll want to make sure you’re providing a comprehensive overview.  

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through the value of developing a webinar series. From tips on topic selection to guidelines for branding your series, you’ll come away with actionable best practices for series development that will help you demonstrate your expertise and engage with your audience in a meaningful way.

Build a Better Webinar: Developing a Series

Successful ABM programs require thoughtful planning every step of the way. From collaborating with Sales on account selection to establishing the right campaign KPIs, there are a range of key milestones that ABM practitioners must hit to execute well. And yet, despite all that work, content and content delivery can often be an afterthought.

If the goal of ABM is to generate the right account engagement to drive revenue, the content format, targeting and delivery method is incredibly important. Join BrightTALK's Senior Director, Product Management & Marketing, David Edwards, and Senior Director of Marketing Programs, Olivia Dassler, for in-depth guidance on how webinars fuel ABM effectiveness. They’ll break down how buying teams actually want to consume content, ways to generate deeper engagement with your webinars, content creation best practices and tactics for activating sales around webinar engagement signals.

Better Webinars. Better Engagement. Better ABM.

By definition, ABM that doesn’t capture more revenue from target accounts doesn’t cut it. And, while there’s been a focus on increasing ABM’s marketing effectiveness, much less discussion has really drilled into the absolutely essential revenue team components of these target account strategies. To win with ABM, we all need to take a much closer look at how to help our revenue organizations do even better with these high-potential accounts.
 
Join John Steinert, CMO of TechTarget, as he sits down with the globally recognized industry expert Mary Shea, Ph.D., now the co-CEO of leading RevTech solution-provider Mediafly. They’ll go deep on how revenue enablement thinking and actions should inform your target account programs, to ensure you drive all the revenue you possibly can.

A Musicologist's Take on Better-Orchestrated Target Account Programs

Content should be at the core of any marketer’s demand generation strategy. Yet, crafting an effective content strategy that actually drives deep engagement with potential buyers is no simple feat.

In this session, we will discuss the state of content marketing in EMEA and share practical guidance on choosing the right content topics, formats, and distribution methods to best influence desired business outcomes. You’ll hear how Akamai is addressing the content challenge, scaling content across different regions, and much more.

Harnessing Content to Strengthen your Go-to-Market

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

Wondering if your content is hitting the mark with your audience? Or maybe you have a feeling that there’s some room for improvement. Join us for our next episode of “Fails & Fixes”, a webinar series that will help you better navigate the world of B2B marketing.

In this live session, we’re talking all about content. A well crafted e-book, witty subject line, or clever product video can be like rocket fuel for your lead generation programs. We’ll be pulling from TechTarget’s internal content experts to help you avoid common content mistakes, as well as content ideation, creation and distribution best practices that can take your lead gen activities to the next level.

Marketing Fails and Fixes: Content for Lead Generation

In this demo, we'll show how BrightTALK FastReg can enable easier registrations and more efficient emails, keeping webinar attendees where you want them.

Increase Webinar Conversions from Email by 300% with BrightTALK FastReg

Getting the most out of content is crucial for marketing organizations to deliver the most value to their audience. But generating and distributing high-quality content across an increasing number of channels is challenging, especially if you’re operating with a reduced team or budget.

Join members of TechTarget’s Marketing Programs team as they detail how an often-underutilized tactic, developing derivative content from existing assets, can improve a marketing team’s return on investment. You’ll come away with actionable best practices to help you identify the right content to repurpose and expand your reach by versioning your highest-performing pieces into other content formats.

Maximizing Marketing ROI with Derivative Content

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 year BrightTALK’s Build a Better Webinar series continues with a look 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

An effective account-based marketing (ABM) program isn’t created overnight  — programs can take months or even years to perfect. While ABM requires long-term commitment from your teams, if you measure realistically, you’ll see real measurable ROI from your program sooner rather than later. 

In this session, we’ll explore key KPIs to measure your long-term ABM success, together with the metrics to measure your short-term progress and keep your momentum going. And you’ll learn how high-quality, accurate data can help support these metrics.

Essential Metrics For Successful ABM

The evolution of threat detection

The Tension Between Effective Security and Employee Experience

Building a Resilient Business for the Future of Work

The Role of Leadership in the New World of Work

A new cloud security strategy for a new normal

Embracing the digital office - the Do’s and Don’ts of remote working

VCC [Ep.3] Video Conferencing and the Future of Work-From-Home

The digital office webinar series - Life after lockdown

Real-Time Crisis Management in the Age of Covid-19

COVID-19 - Top 10 Cybersecurity Trends

The digital office webinar series - 5 steps to a balanced business comms diet

Setting up a Virtual NOC

VCC [Ep.2] Equipping the Home Office for Video

What will cyber security look like in the post-COVID-19 world?

Business Continuity: What happens post pandemic?

CISO Pandemic Response: Next Steps

The Best Practices for Data Protection for a Remote Workforce

How Risk Managers Use Real-Time Data to Restore Confidence in Predictive Models

Forecasting Cyber Threats Post Pandemic

Preparing for the Unpredictable

VCC [Ep.1]  Achieving Video Conferencing Success

Creating Your Next Normal: Low-Code Automation, Lessons for the Post-Covid World

Distributed But Connected: Enabling Today’s Remote Digital Workforce

SAP deployment on AWS: how to ensure cybersecurity & ease system administration

Defining The New Digital Worker

Getting your network ready for remote work

What You Need to Know About Real-Time Crisis Management in the Age of Covid-19

How 2020 Changed Cyber Risk Management

Manage Workforce Safety and Readiness: Dealing with Returning to the Workplace

Winning with the Fundamentals

Privacy in the Time of COVID

Remote Working – Putting the Employee First

How Working from Home has changed Cybersecurity with CEO Matt Moynahan

Emerging Trends in Intelligent Automation for Telecom

Backup: A critical security tool as you transition to a fully remote workforce

Build Your Career Confidence & Resilience in a Crisis

Barracuda IT SVP on making the sudden shift to a fully remote workforce

Securing your business during the COVID-19 crisis

Back to the Office – Or Not? Next Steps in Pandemic Technology Response

Scaling and Protecting Websites Stretched by COVID-19

Coronavirus & Surveillance: How To Protect Privacy Sensitive Data

Metodologías de ahorro de costes cloud en AWS

How do you prepare your network for a new future?

Faster Business Growth Starts with Better Vendor Onboarding

Why Work-at-Home Requires Team Collaboration

Keeping Remote Workers Safe and Your Work Secure

Emergency Networks for Federal Agencies Amid COVID-19

Best Practices for Providing Remote Access to Internal Apps and Networks

Leveraging AI & Automation in Life Sciences during a Health Crisis

Navigating Internal and External Comms When Business Continuity is Tough

Elections, Pandemics & Cybersecurity: A Toxic Brew

Ep2 Cloud Backup Top tips from Mr Backup:Coronavirus prep could prompt better DR

Covid-19 Pandemic: Impact on Virtual Workplace Collaboration Now & in the Future

Optimizing Cost, Performance and Security to Maintain Work-From-Home Efficiency

Cut Costs in ITSM with COVID-19 Survival Guide Tips

Using LTE for Pop-Up Healthcare in COVID-19 Response

The Newest Normal: Crisis = Danger + Opportunity

Phishing and Hunger for Information – COVID-19 Era

Phishing and Email Security – Effectively Managing Human Vulnerabilities

COVID-19 and credit markets: a review and outlook

Conquering Corona Crisis: Reducing Risks and Obstacles for the WFH World

Supplier Assurance Has Never Been More Important During Uncertain Times

Best Practices - How to protect your remote workers with data resiliency?

Work Securely, Work Remotely, Work Effectively: The New Pandemic Paradigm

Wi-Fi for At-Home Students without Connectivity

Why Coronavirus Magnifies Critical Need for Full-Cycle Automation (true RPA)

Increasing the security of your remote workforce

Coronavirus and the Workplace: A People-first Strategy

S1:E1 Assurance when Business is Unusual: From the Office to the Home

Data Protection & Privacy During the Coronavirus Pandemic

Using LTE to Help Employees Work from Home

Work-From-Home Success Tips

Empower Users with Secure Remote Access

Covid-19 Social Data - How are companies managing?

LTE and the Future of Technology in Public Safety

Covid 19 – Implications for Managing Systemic ESG Risks and Opportunities

Fighting COVID-19 with secure & private location tracking application

Can Data Centers Handle the Increased Remote Working Caused by Coronavirus?

The Economic Impacts of the Coronavirus

Protecting Workers From COVID-19-Related Email Threats

Extending Access to Remote Workers

The CIO’s Covid-19 Roadmap: IT Innovation, Operations & User Experience in 2020

How LTE and 5G Affect Healthcare and Emergency Response

Dealing with PCI DSS Compliance During the COVID-19 Crisis

Preparing for COVID-19: An Infosec Perspective

Coronavirus Pandemic – Cyber Intelligence Fighting the Virus in Cyberspace

Fact, Fiction and Planning: How a Business Can Cope with a Pandemic

Going Virtual in the Wake of Coronavirus

Coronavirus Actions and Risks for Tech and Security Leaders

Coronavirus: Mitigating the Business Impact

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 CMO Imperative: Adapting your 2020 strategy during the pandemic

B2B Marketing

Content Marketing

Demand Generation

Marketing Analytics

Marketing and Sales Alignment

Covid-19

virtual events

Webinar and Video Strategy

Digital Experience

Customer Experience

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

Mobile Marketing

“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.

Webinar and Video Marketing

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.

Marketing

The CMO Imperative: Adapting your 2020 strategy during the pandemic

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