BNY Mellon Interview: Content Marketing in B2B Financial Services

Email marketing plays a significant role for successful webinars. It starts with a cadence of promotions that reliably drives registration to your content. Next comes a series of transactional emails designed to deliver an engaged audience at the pace and scale of your webinar programs. Post event allows you to create pathways for your audience to explore additional content and your products, while also coordinating with qualification teams on direct outreach strategies.

We’ll share learnings from 10+ million data points on what's working with email at scale. This webinar is planned for 30 minutes of sharing and then will open to a question & answer session.

We’ll review the following three email pathways to use with your webinars:

- Promotional strategies
- Transactional sends
- Post-event follow-up tactics

Here's an overview of what we'll cover in the webinar:

Agenda and background (3 mins)

Promotional strategies (7 mins)
- Segmenting database for relevancy
- Learnings on copy and design
- Cadence for consistent performance

Transactional sends (10 mins)
- Good use of confirmation emails
- Delivering live and engaged audiences (Reminders / calendars)
- Converting on-demand viewings

Post-event follow-up tactics (7 mins)
- Cuing up the next steps
- Routing to content vs product nurture paths
- Leveraging qualification teams

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, June 28th, 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.

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.

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

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

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:
-why video is so important in 2017 for B2B marketers
-the best ways of measuring ROI from video content
-how to integrate video content into your wider marketing activity

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.

Our panel will weigh in on topics including:

- Selecting an attribution model that’s right for your organization
- Measuring marketing ROI effectively and accurately
- Interpreting attribution data to invest in more revenue-generating tactics

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.

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

He will provide examples of side-effects from companies that have already began delving into the data they hold, to take them on the AI journey.

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:

- The importance of creating the marketing spine before implementing wider marketing technology
- Why Business Insight tools are required before artificial intelligence is implemented
- How Marketing Automation vendors are viewing and adapting to the hype of artificial intelligence and machine learning

As more marketers rely on content marketing to educate prospects and move them through the funnel, it’s becoming increasingly difficult to break through the noise and identify effective methods to connect with your best buyers.

The answer isn't always creating more content—it’s getting the most out of your best content.

In this webinar, we’ll share 10 underutilized tactics you can use to broaden your content exposure and improve engagement at all stages of the funnel.

An ongoing discussion within most revenue-driven businesses is how to align the sales and marketing teams, potentially the biggest opportunity for improving business performance today. The key to creating this synergy is the effective use of a Sales Development Team (SDRs), who qualify marketing-generated leads and deliver them to the Account Executives.

The SDRs are often the first point of contact for the business so they need to know the right messages, ways to overcome objections, and enough information about the product and the market to sound plausible on the phone. Many of these things aren’t really the domain of the sales organisation, so this is where it falls on Marketing to give the proper amount of sales enablement.

Join James Brett, BrightTALK's SDR EMEA Manager, as he discusses aligning the SDR team and Marketing to work towards a common vision and working together to keep the relationship successful.

Are you keeping your community engaged throughout the buyer journey? If not, you're missing a crucial opportunity to influence buying decisions.

BrightTALK recently surveyed 650+ B2B buyers to learn what decision makers look for and value before a purchase. We discovered:

- Which content formats provide more value than others
- Which buyers are more inclined to share content and collaborate with peers
- Which sources of information buyers value most before a purchase

To learn more about the survey results and how you can leverage them to effectively cater to your prospective buyers, join this live webinar with Melanie Turek, VP and Fellow at Frost & Sullivan, and Taylor Freitas, Content Marketer at BrightTALK.

We asked BrightTALK’s community of CMOs and marketing executives one simple but important question: What are your marketing predictions for 2017?

Join us live as we share the most compelling responses. We’ll review the biggest B2B marketing trends of 2016, the current martech landscape, and the priorities of marketing leaders in the year ahead.

In this webinar, we will discuss:
- Major trends currently top of mind for CMOs
- How the marketing profession continues to evolve in 2017
- Key data and trends in the marketing technology landscape

We asked BrightTALK’s community of CMOs and marketing executives one simple but important question: What are your marketing predictions for 2017?

Join us live as we share the most compelling responses. We’ll review the biggest B2B marketing trends of 2016, the current martech landscape, and the priorities of marketing leaders in the year ahead.

In this webinar, we will discuss:
- Major trends currently top of mind for CMOs
- How the marketing profession continues to evolve in 2017
- Key data and trends in the marketing technology landscape

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:

- How the attribution journey has changed over time and what the future holds
- Where the marketing stack has failed to deliver ROI metrics
- What you can do (immediately) to fix attribution in your organization

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.

Join BrightTALK as we review marketing automation best practices for webinars, including real-world examples of running webinar programmes and reporting in Marketo using BrightTALK’s advanced connector.

By integrating your marketing automation platform with BrightTALK, you can drive ROI with more webinar engagement data and reduced follow-up time on your leads with our hourly sync.

In this live webinar, you’ll learn:
- Operational excellence in webinar programs, prospect follow-up, and reporting
- How to leverage rich webinar engagement data in custom, fully automated interesting moments on your lead records
- Best practices in Marketo from BrightTALK

Learn how (ISC)² has used BrightTALK to engage and nurture 72,000 global IT professionals with rich webinar content.