Hi [[ session.user.profile.firstName ]]

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
Your place is confirmed,
we'll send you email reminders
Presented by
Jan McDaniel, CMO, BrightTALK
Presentation preview: Using Brand to Drive Demand

Network with like-minded attendees

  • [[ session.user.profile.displayName ]]
    Add a photo
    • [[ session.user.profile.displayName ]]
    • [[ session.user.profile.jobTitle ]]
    • [[ session.user.profile.companyName ]]
    • [[ userProfileTemplateHelper.getLocation(session.user.profile) ]]
  • [[ card.displayName ]]
    • [[ card.displayName ]]
    • [[ card.jobTitle ]]
    • [[ card.companyName ]]
    • [[ userProfileTemplateHelper.getLocation(card) ]]
  • Channel
  • Channel profile
  • Perpetual demand generation for continuous growth Recorded: Dec 4 2019 51 mins
    David Pitta, CMO, BrightTALK and Olivia Dassler, Programs Manager, BrightTALK
    Living campaign-to-campaign to make demand generation ends meet is a way of life for many B2B marketers. While there will always be a place for a burst of demand around a campaign, is this the best vehicle to drive consistent predictable growth for your company?

    Your sales and marketing resources operate on a consistent schedule, demand for your products and services ideally should align to your capacity to act on that demand. Turn your business into a growth machine by using channels that are always driving demand, and techniques to consistently turn that demand into activity.

    Join BrightTALK’s CMO, David Pitta, and Programs Manager Olivia Dassler as they discuss innovative channels and techniques for perpetual demand and business growth.
  • How to ‘Be Specific’ with your Video Content Recorded: Nov 4 2019 58 mins
    Simon Gerzina (VP & Managing Director, BrightTALK) & Jon Mycroft (Director, Creative Accounts, BrightTALK)
    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.
  • An inside look at BrightTALK Channels - now with Talks! Recorded: Oct 2 2019 21 mins
    Olivia Dassler, Marketing Programs Manager and Val-Pierre Genton, VP Growth at BrightTALK
    BrightTALK's recent release of Talks has set a new standard for webinars and videos. It is now easier than ever to reach new audiences with more inspiring webinars and videos.

    Join this short demo to learn how Fortune 500 companies to start-ups use BrightTALK to:
    - Increase webinar registrations and views
    - Make presenters’ lives easy and their talks more inspiring
    - Elevate the audience experience
    - Save time and simplify
  • Content or Distribution: Which Comes First? Recorded: Sep 25 2019 60 mins
    Simon Gerzina (VP & Managing Director, BrightTALK) & Jeff Kunken (Director, Creative Accounts, BrightTALK)
    Having a great concept and plan for producing a video project is only the beginning. With any rich media project, thinking through the objective and audience from the beginning is key to getting ROI. Equal emphasis should be placed on the eyes for the project as the project itself. The goals of the project must be specific and defined, with distribution and production following this.

    In this session, Simon Gerzina and Jeff Kunken from BrightTALK will discuss how to take a holistic approach to planning your video projects with an emphasis on the distribution strategy to achieve better results and greater ROI. You will also hear from marketers on how their KPIs and goals directly shape webinar and video strategy.
  • Three Steps to Authentic Connections in B2B Recorded: Sep 18 2019 60 mins
    David Pitta, CMO, BrightTALK and Val-Pierre Genton, VP Product Marketing, BrightTALK
    In today’s B2B marketplace, competition is fierce. Buyers fall prey to one-size-fits-all marketing campaigns and pushy sales calls that often leave them feeling confused and uncertain in their decision. As the marketing landscape evolves, the word authenticity has become more and more applicable.

    So, how do you prove your commitment to the customer through genuine content, ultimately winning their hearts and minds? In this live webinar, BrightTALK’s CMO David Pitta and VP, Product Marketing Val-Pierre Genton explain why authenticity matters and how to leverage this concept across your content, marketing, and sales processes.

    In this webinar you’ll learn:
    · How to tell authentic stories with your marketing content
    · How to cultivate authentic buyer connections
    · How to ground your decisions on authentic results
  • Behind the Scenes: 5 Crucial Steps to Webinar Program Success Recorded: Aug 28 2019 41 mins
    Kristen Rice, Program Manager, Webinar Services; Michael Lacy, Webinar Event Manager, Global Team Lead
    From enterprise to small business, running a successful content marketing operation to support your business is laborious. Whether you’re an individual or a large team, by following these steps you can create a program that drives powerful engagement with brand content.

    Challenges you face could span time and resource constraints, content quality, or just the logistics of the operation. Walk away with best practices that can help you get your lead-generating content operation humming.

    With over 15,000 webinars and videos delivered on BrightTALK each year, we know what it takes to put on a good show, and can help you do the same.
  • Content Marketing Beyond Your Content: Getting value from the unengaged Recorded: Aug 14 2019 60 mins
    David Pitta, CMO, BrightTALK Tom Campbell, Global Marketing Operations Manager, Yellowfin
    As B2B marketing evolves, new data products are making content marketing more personalized than ever. But if you’re only valuing clicks and views, this narrow definition of success could be causing you to overlook up to 60% of hand-raising leads and valuable opportunities to personalize the content journey.

    Join Tom Campbell, Global Marketing Operations at Yellowfin and David Pitta, CMO at BrightTALK for a live video talk exploring three often overlooked ways at collecting and connecting go-to-market data signals to drive business growth.
  • 5 Best Practices to Transform your Webinar Editorial Calendar Recorded: Jul 30 2019 47 mins
    Nick Markwith, Director, Communities
    Webinars are a proven tactic for driving engaged, qualified leads but are often executed poorly or without the audience in mind. A poor presentation can have the opposite effect intended if marketers and presenters don’t approach the webinars that deliver value, insights, and authenticity to your audience.

    Join Nick Markwith as he reviews how BrightTALK’s editorial team manages their 2,000 webinar editorial calendar and discusses the five best practices for developing a webinar editorial calendar that excites, engages and educates your target audience.

    In this session, you will learn how to:

    • Understand what drives your audience
    • Explore new sources of novel editorial ideas and formats
    • Identify best practices to keep your audience engaged and nurtured
  • Sixgill gains brand awareness by extending their lean team with BrightTALK Recorded: Jul 22 2019 2 mins
    Barry Spielman, VP Marketing, Sixgill EMEA
    As a small team, Webinar creation can seem like a daunting task, but because of BrightTALK’s ease of use and smart editorial planning, they are able to plan many in advance.

    Sixgill primarily uses BrightTALK webinars as a brand awareness tool and top of funnel lead generation within the IT security space.
  • How to ‘Be Specific’ with your Video Content Recorded: Jul 18 2019 58 mins
    Simon Gerzina (VP & Managing Director, BrightTALK) & Jon Mycroft (Director, Creative Accounts, BrightTALK)
    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 Highlights Reel Recorded: Jul 12 2019 2 mins
    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 found webinar success and rebuilt their post-GDPR database with BrightTALK Recorded: Jul 12 2019 3 mins
    Jess Bahr, Senior Director of Growth, NS1
    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..
  • Nlyte saw a 50% increase in net new names using BrightTALK for content marketing Recorded: Jul 12 2019 2 mins
    Karen Hutton, Senior Director of Marketing. Nlyte Software
    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.
  • Arm Treasure Data extends their own database with audiences on BrightTALK Recorded: Jul 12 2019 3 mins
    Erik Archer Smith, Marketing Director, Data, Arm Treasure Data
    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
  • Scaling B2B Demand with Authentic Connections Recorded: Jul 9 2019 59 mins
    David Pitta, CMO, BrightTALK and Trent Warrick, Content Marketing Manager, BrightTALK
    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
  • Leveraging Real Behavioral Intent to Identify and Convert Your Buyers Recorded: Jul 2 2019 55 mins
    Val-Pierre Genton, VP Product Marketing, BrightTALK
    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.
  • Actioning Intent Data with Sales and Marketing Alignment Recorded: Jun 19 2019 55 mins
    David Pitta, CMO and Tanya Dracolakis, Sales and Marketing Operations
    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
  • The 4 Pillars of B2B Video Marketing Recorded: Jun 13 2019 55 mins
    Simon Gerzina, Managing Director & VP BrightTALK Studios
    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.
  • Data-Driven Marketing With A Human Touch Recorded: May 29 2019 64 mins
    David Pitta, CMO at BrightTALK, Val-Pierre Genton, VP of Product Marketing at BrightTALK
    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.
  • Brinqa came to BrightTALK for a reliable platform for engaging IT professionals Recorded: May 17 2019 3 mins
    Troy Vera, Brinqa, Demand Generation Manager
    "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.
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.

Embed in website or blog

Successfully added emails: 0
Remove all
  • Title: Using Brand to Drive Demand
  • Live at: Jan 10 2012 5:00 pm
  • Presented by: Jan McDaniel, CMO, BrightTALK
  • From:
Your email has been sent.
or close