Using Brand to Drive Demand

Your company’s brand plays a critical role in generating new and returning business opportunities. As marketers integrate webinars into their marketing plans and resource centers, it raises the question, “How can marketers provide a branded experience for their audience?”

Join us on January 10 for 30 minutes as Jan McDaniel, CMO at BrightTALK and a 25-year marketing executive, shares the details of managing a consistent brand experience across your webinar campaigns and how to leverage your brand in generating demand.

Topics Covered:
- Understanding the role of brand in business
- Addressing concerns of brand managers
- Reviewing brand impressions across a single online event (case study)

Recorded Jan 10 2012 33 mins

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Jan McDaniel, CMO, BrightTALK

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BrightTALK Academy

Telling Stories that Spread Jun 28 2017 3:00 pm UTC 60 mins

Spencer Waldron, Prezi’s European Regional Director

The core job of today’s marketers is to build communities around the topics that people are passionate about. To know what matters to them, to engage them, and to help them feel part of these communities with powerful stories. And for many marketers, the gift of storytelling is a natural one.

But not everyone is a born writer or brand minstrel, and knowing what will work for your audience takes more than data and clever messaging alone. Thankfully, everyone has the ability to tell stories that matter. It’s a skill that you can learn, polish, and adapt for your specific role and company.

On Wednesday, May 31st, join BrightTalk and Prezi’s European Regional Director, Spencer Waldron, to learn what it takes to keep your marketing efforts fresh, timely, and engaging. You'll also find out:

- How to turn user feedback, prospect needs, and industry trends into stories that stand out
- How to leverage the techniques and practices of renowned writers, speakers, and entertainers to develop more effective brand messaging
- Tricks and tips used by expert marketers to craft meaningful stories that will help you grow your user base

You’ll also get to see a handful of great story examples broken down into their key elements and decoded.

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Targeted ABM Strategies: Increase Conversions and Reduce Sales Cycles Recorded: Jun 14 2017 39 mins

Val-Pierre Genton, VP of Audience at BrightTALK

As marketers are being asked to increase their contribution to bookings and revenue, account-based marketing is being used as a strategy to improve conversions and reduce the sales cycle.

That said, ABM is only as good as the quality of the underlying data in your database and performance varies substantially depending your approach to execution.

Tune in to this session and learn how you can:
- Increase the number of target accounts
- Increase the number of contacts inside of target accounts
- Increase appointments with target accounts
- Improve sales and marketing alignment
- Grow revenue inside target accounts

Over the past 17 years, Val has built and sold an Internet business and helped business, sales and marketing executives at Fortune 500, mid market and start-up companies to create value, move markets and accelerate growth. He combines this knowledge with deep insights from millions of data points that are generated as nearly 6M professionals connect with experts and companies on BrightTALK to learn and grow.

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BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis Recorded: Apr 27 2017 49 mins

David Pitta, CMO, BrightTALK

Webinars have become an incredibly versatile and effective content marketing tactic that has been proven to drive higher value leads. As a result, marketers are being challenged to change and optimize the way they run webinars to attract and nurture their target audience.

For this year’s BrightTALK Webinar Benchmarks Report, we analyzed more than 10,000 webinars to understand the key metrics behind top programs and how marketers are effectively using webinars to drive demand for their business.

Join us for highlights and analysis from this year’s report, including:

- Best practices for using webinars to drive stronger pipeline and nurture strategies
- Suggested timelines for driving audience to your webinars
- Tips for optimizing titles and abstracts to attract more relevant audiences

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BrightTALK's 2017 Webinar Benchmarks Report: Key Insights & Analysis [EMEA Data] Recorded: Apr 27 2017 46 mins

Val-Pierre Genton, VP of Audience, BrightTALK

Webinars have become an incredibly versatile and effective content marketing tactic that has been proven to drive higher value leads. As a result, marketers are being challenged to change and optimise the way they run webinars to attract and nurture their target audience.

For this year’s BrightTALK Webinar Benchmarks Report, we analysed more than 10,000 webinars to understand the key metrics behind top programmes and how marketers are effectively using webinars to drive demand for their business.

Join us for highlights and analysis from this year’s report, including:

- Best practices for using webinars to drive stronger pipeline and nurture strategies
- Suggested timelines for driving audience to your webinars
- Tips for optimising titles and abstracts to attract more relevant audiences

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The Impact of Video in B2B Marketing in 2017 Recorded: Apr 19 2017 58 mins

Panel: Lindley Gooden (moderator), Emma Staples (HSBC), Sophie Evans (Unruly), Simon Gerzina (BrightTALK)

Video is no longer just a buzzword in marketing. It is a revenue generation tool that every B2B marketer needs to utilize in order to help their business grow.

But the options available are countless. How should marketers establish their video marketing priorities to ensure maximum ROI? Where do you even begin with a video campaign? What strategic, creative, production and distribution resources do you need to engage with?

Join us on BrightTALK on April 19th for a live panel discussion with industry thought leaders as we discuss:
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Tom Campbell, Yellowfin; Robyn Forman, Zoomdata; David Pitta, BrightTALK

For most marketers, connecting the dots between campaigns and revenue poses a complex challenge. With extended B2B sales cycles, it’s difficult to track and analyze each touchpoint, and even harder to determine which action was most influential in closing a deal.

As a result, only 22% of marketers believe they’re using the right attribution model, according to Bizible. In this live roundtable, our panel of marketing experts will discuss the current landscape of attribution and ROI, highlighting areas where marketers can improve and fine tune their strategies.

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BrightTALK Live Panel: AI and Machine Learning Recorded: Apr 4 2017 60 mins

Joel Harrison, B2B Marketing; Justin Hall, Soto; Adam Sharp, Clever Touch, Dorian Logan, BrightTALK

Last year, marketers were focused on predictive analytics and ABM. This year is proving to be all about how machine learning and artificial intelligence will impact marketing strategies.

Leading organisations powering the marketing technology landscape are quickly innovating to introduce new technologies and are determined to make marketers successful. But just how will this happen? What questions should you be asking in order to innovate on your go-to-market plans?

Join us on Tuesday 4th April as we discuss how machine learning and artificial intelligence is shaping marketing decisions, driving growth and improving the customer experience.

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Data Science and Artificial Intelligence Recorded: Apr 4 2017 11 mins

Dorian Logan, CTO and Co-founder, BrightTALK

Listen to the BrightTALK CEO Dorian Logan as he discusses AI and what it means for the landscape of business in 2017.

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Artificial Intelligence in a Marketing Automation World Recorded: Apr 4 2017 17 mins

Adam Sharp, MD & Co-Founder, CleverTouch Marketing

Predictive analytics and Account Based Marketing were marketing buzzwords thrown around a lot in 2016. Artificial intelligence and machine learning is now firmly on the marketer’s agenda to understand how they will impact and improve their marketing strategies.

Adam Sharp, MD & Co-Founder, CleverTouch Marketing – Europe’s leading Marketing Automation consultancy – discusses the impact of artificial intelligence on Marketing Automation environments, including:

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David Pitta, CMO, BrightTALK

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CMO Priorities and Predictions for 2017 Recorded: Feb 1 2017 30 mins

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Grant Grigorian, CEO at Path to Scale & David Pitta, CMO at BrightTALK

Every performance marketing professional is struggling to find a reliable campaign attribution strategy. As marketing leaders prepare budgets and forecasts for the new year, many live in agony to accurately measure their multi-touch demand waterfall. These leaders know a full-funnel strategy is required but have limited insight into the lead-to-customer path. Join us for this presentation to learn:

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David Pitta, CMO at BrightTALK & Daniel DePaoli, Senior Marketing Operations Specialist at BrightTALK

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As marketing continues to grow more scientific, vendors are expected to deliver more value not only in their own technologies, but also in combination with the rest of the marketing tech stack.

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In this live webinar, you’ll learn:
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How Uberflip Increased Sales Opportunities with BrightTALK Recorded: Oct 27 2016 2 mins

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Susannah Shattuck, Content Marketing Manager, Prezi & Taylor Freitas, Content Marketer, BrightTALK

Whether delivering webinars or sharing decks via SlideShare, marketers need to create presentation content that keeps their audiences engaged—and persuades them to take action. Developing effective presentations for an online audience, however, is easier said than done. How do you create memorable, persuasive content in this era of constant distraction? How do you create presentations that get your audience to put down their phones and start paying attention?

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