Name: Are Marketing & Sales Leaving Millions on the Table?
Start: 2022-03-16T16:30:00Z
End: 2022-03-16T17:28:30.000Z
Location: BrightTALK
Rating: 0

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

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

In today’s largely digital buying environment, webinars provide the opportunity to engage your audience, create valuable content, and reach new prospects for revenue growth. But with the rise in popularity of webinars, there's even greater competition to capture your audience's attention. 

Buyers are increasingly sophisticated and no longer fall for one-size-fits-all marketing campaigns or pushy sales tactics. Join a panel of webinar experts as we dive into the role that successful webinars play in creating authentic, valuable, connections with your audience. We’ll share a roadmap to creating authentic B2B webinar content that embraces your brand voice to more successfully engage your ideal buyer.

A Roadmap to Authentic B2B Webinar Content

Buyer behavior has evolved rapidly in the last decade. B2B buyers have embraced video-based content consumption in recent years and the emergence of new technologies has made creating content easier and cheaper than ever before. 

Today’s marketers need to leverage data to their advantage if they expect to stand out in our crowded B2B space. Join BrightTALK’s marketing leaders as we explore how professionals are consuming omnichannel content, outline proven tactics to drive increased demand, and demonstrate best practices for successful webinar, video, and virtual event programs. Learn not only how and where buying teams conduct pre-purchase research, but how marketers can operationalize those insights to best reach and educate their audience.

Using Audience Insights to Drive Value at Scale

Marketing organizations face overwhelming pressure to innovate and deliver scalable marketing campaigns that increase engagement and drive more revenue. This reality becomes even more daunting if your marketing team is dealt with a tighter budget or smaller staff in 2023 

Join TechTarget’s Manager of Marketing Programs, Kate Jacobsen, as she shares the secret to executing an aggressive content strategy without overburdening your small team. You’ll come away with actionable best practices to help your organization accomplish more with fewer resources while still maintaining quality.

Scaling Growth with Limited Marketing Resources

Buyer-centricity should be at the core of any demand generation program. In order to break through a cluttered digital environment, today’s marketers must truly understand their buyers’ needs, challenges, and hesitations. Buyer-centric storytelling offers a fast track for building credibility and trust with your audience, but what does that actually look like in practice? 

Join TechTarget’s BrightTALK and Enterprise Strategy Group teams for, “Content That Connects: Buyer-Centric Storytelling That Builds Credibility”. In this session, John McKnight sits down with Dave Gruber, Melinda Marks and Christophe Bertrand as they share actionable takeaways for marketers looking to drive long-term engagement through credible, buyer-centric content.

Content That Connects: Buyer-Centric Storytelling That Builds Credibility

Nobody likes to attend a dull webinar. Regardless of how exceptional your content is, if your presenter is boring or lacks confidence when conveying his or her message, your audience will eventually tune out. There goes your ROI! So, what should marketers do in advance of a speaking engagement? 

In this episode of BrightTALK’s Build a Better Webinar series, you’ll learn best practices to ensure your speaker resonates with your audience. From establishing an on-camera stage presence to creating more appealing presentations, we’ll cover tips and tricks you can use to light up your audience and give your most engaging webinar yet.

Build a Better Webinar: Coaching Speakers

Today's marketers have only seconds to capture a buyer's attention. With no time to spare, how can you make compelling content that engages them at every stage of their purchasing journey?

Animation is the answer. Short-form animated videos elevate your brand, highlight your thought leadership, and promote your products. According to Hubspot, 96% of buyers report watching explainer videos to learn more about a product, with 88% being swayed to make a purchase.

In this webinar, we’ll share some tips and best practices for maximizing B2B animation and answer your questions, such as:
• What do we mean when we talk about B2B animation?
• Where can animation fit in our sales funnel?
• How can I tell the most effective story?

Using Animation to Create Content Throughout the Sales Funnel

Marketers tend to think format-first when it comes to campaigns. But even the flashiest productions won’t get anywhere without a crystal-clear vision and the strategy to back it up. 

“You can waste a lot of time and money making something really cool but totally irrelevant to your objectives” says Nyekha Bennett, Art Director, Managed Services (BrightTALK). “You have to start with the strategy, then format(s) will follow.”

Long-form video or animation? Webinar or explainer? In this episode of The Studio we’ll show how asking “why” leads directly to “the how” by following one of our own video productions from the initial marketing need to strategy development and on through the final product. We’ll give you tools to help you manage your video projects from start to finish and share tips marketers can use to bring in even the most complicated projects on brand and under budget.

Join Greg Johnson and Nyekha Bennett, along with Steve Madeja, Morgan Cantrell, and Katie Lewis, as they take you behind the scenes with The Studio, the BrightTALK content series pulling back the curtain on B2B video production in the marketing world.

B2B Video Campaigns: Starting with Strategy

Any marketing team focused on revenue growth has likely thought about or dabbled with account-based marketing in recent years. And yet, while the concept of ABM is fairly simple, building an account list, aligning to sales, and executing targeted campaigns is far from easy. You may be wondering if your efforts are hitting the mark and where there's room for improvement. 

Join Alicia Borchardt, Marketing Programs Manager at TechTarget, as she sits down with Jillian Coffin, Senior Vice President at TechTarget, to unpack the state of ABM today. We'll debut fresh data on how marketers are thinking about ABM, discuss common implementation “fails” to avoid, and outline “fixes” that will help you see ABM success faster. We’ll wrap up our investigation with a list of tips and tricks for effective ABM programs that actually convert.

Marketing Fails and Fixes: Unpacking Account-Based Marketing

The best sales reps in B2B tech no longer have to take a shot in the dark. They know exactly who to engage, when to reach out and what to say. Their emails are being read and their opportunities are progressing at a far faster rate because of intent data. But just because reps have data at their fingertips doesn’t mean there aren’t good (and not so good) ways to use it. In this webinar, we’ll see how APAC’s strongest reps, from BDRs to account managers, are successfully leveraging data to identify their top prospects and personalize their pitches. In this engaging session run by B2B tech sales leaders, you’ll learn:
 
Practical tips for incorporating data into the sales process
Why it’s important for reps to understand the source of that data
How to easily integrate data into common CRMs and the platforms where reps spend their time
Tips for convincing skeptical reps of the value of good intent data

Rules of Engagement: Leveraging Intent to Drive to a Quicker Close

A concise and confident introduction contributes significantly to a webinar’s success. You may be a leader in your field, but even the best presenters can miss their mark if they don’t have an opening statement that wins the audience’s attention.

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through how to build a welcome speech that hooks the audience’s interest and sets high expectations within the first two minutes. From writing your script and adding transitions to injecting your personal or brand style, we’ll cover the best practices to help your speakers shine on camera.

Build a Better Webinar: The Perfect Introduction

Most marketers agree that webinars are a key tool for facilitating deep and meaningful engagement with target accounts. Some marketing teams use webinars in an on-again-off-again, ad hoc fashion. However, the most successful application of webinars for ABM is a programmatic approach that offers a consistent theme and cadence. 

But, how do you actually plan a successful webinar series so it aligns to your revenue goals? And do you need a large budget and lots of marketing headcount to make these programs a success? 

In episode two, we’ll show you how, with the right preparation, you can build a webinar series that will drive target account engagement and make a case for why they should serve as a cornerstone for your ABM strategy.

Topics we’ll cover:
- How to build a webinar plan that meets your goals
- Why webinar series perform best (and aren’t more difficult!)
- Step-by-step guide for webinar planning success
- How to tie your revenue-centric KPIs to your webinar plan

Unlocking Deep Engagement: Creating an Always-On Webinar Series

Today’s buyers have more access to information than ever before. The only way to break through this fiercely cluttered and competitive landscape is through relevant, credible content. In short, B2B marketers need really good content ideas that position their market leadership. 

But what do you do once you land on a strong content idea? How can you maximize ROI on that concept for years to come? By versioning an original content idea into a range of formats, marketers can get the most mileage out of their very best concepts. 

In the second episode of our series Content that Connects, BrightTALK’s Director of Marketing Programs Olivia Dassler and TechTarget’s Content Marketing Manager Fiona O'Connor will share how to leverage the power of versioning to maximize the return on your best content ideas.

Content That Connects: Maximizing ROI

How well do today’s tech marketers know their prospects? In an engaging session designed to shed light on how today’s IT buyers gather information to support their purchases, we’ll share results from TechTarget’s latest Media Consumption report in APAC. The study not only outlines the IT buying process based on direct input from nearly 600 tech buyers, it also identifies disconnects between how buyers actually buy and what the 150 tech marketers who took the study believe their prospects are doing. 

Attendees of this can’t-miss webinar for tech marketing and sales will learn:
  - Content preferences for various stakeholders
  - How receptive buyers are to the return of face-to-face marketing activities
  - Through which activities prospects are suffering from digital fatigue in the post-Covid era
  - How sales can capture the attention of buyers who are more self-enabled than ever

Rules of Engagement: A Behind the Scenes Look at Today’s IT Buyers Journey

The best live webinars give viewers access to quality information while directly connecting them with experts in real-time. But when it comes to the question and answer (Q & A) portion, even experienced presenters can go off the rails if they aren’t properly prepared.

In this episode of BrightTALK’s Build a Better Webinar series, we’ll coach you through moderating a staple in most B2B webinars: successful Q & A. From  jump-starting your audience questions with a step-and-repeat process to strategies for working through an awkward silence, we’ll share tips and tricks you can adopt today to elevate your presentation and engage your audience.

Build a Better Webinar: Navigating Question & Answer

In this webinar, the CMOs of TechTarget and Hushly will examine 3 challenging scenarios B2B marketers face every day in their performance marketing programs. We’ll take apart the problem and put it back together again so that you’ll better understand exactly where you’re missing out and what you can do about it. Through a combination of the very best in intent-based targeting and platform-supported personalization you’ll see what’s making the campaigns of today better for buyers and sellers alike.

Featuring:
John Steinert, CMO, TechTarget
James Kessinger, CMO & COO, Hushly

ABM Holy Grail: Intent Plus Personalized Experiences for Conversion Nirvana

When producing relevant and valuable messaging is this critical, how do you create the right content to address every prospective buyers’ needs at every stage?

As the leading B2B webinar and video provider, we’ve learned a thing or two about creating content that converts. Let us demonstrate how you can build a well-balanced asset library that blends rich and static media throughout the buyer’s journey. Learn to leverage different content types and 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 Sales Funnel

Building a "convertible" funnel in today's market has become more complex because of rapidly changing technology, automation, data sources and different approaches. Where do you begin, how can you evolve what you already have and what should you be thinking about next.

Join leaders from Forrester and TechTarget as they cover how you can engage and capture more of the demand both within your account base and in the market at large. Learn how to eliminate the legacy barriers causing marketing and sales disconnects, evolve lead and account qualification concepts, and better understand demand available within your target accounts. We'll also demonstrate new ways to accelerate demand capture by leveraging rich behavioral information from internal and 3rd-party sources and teach you to overcome "second lead" syndrome – how becoming account-based demands an evolution in lead qualification.

Are Marketing & Sales Leaving Millions on the Table?

Demand Generation

Content Marketing

Marketing and Sales Alignment

Marketing Analytics

B2B Marketing

Sales Acceleration

Account Based Marketing

Forrester

Marketing

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Are Marketing & Sales Leaving Millions on the Table?

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