BNY Mellon Interview: Content Marketing in B2B Financial Services

"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.

Seeking a Content marketing platform that could also fill their demand generation needs, Caringo came to BrightTALK looking for a very niche professional audience. BrightTALK audiences make meaningful engagements with content, indicating a high degree of buying interest, and high likelihood of conversion.

Red Hat primarily came to BrightTALK with demand generation needs. They found that many of their converted leads, engaged with their content on BrightTALK multiple times.

Red Hat was searching for a partner to build awareness among their ideal audience of software development professionals. Partnering with the internal team at BrightTALK, they create online live events with their industry peers around topics of interest to their professional audience.

Explore the 2019 Benchmarks Report with us as we dive into the performance of webinars and videos, and for the first time ever direct insight from our more than 8 million users. We’ve analyzed a wealth of data, looking at over 100,000 webinars and videos, with 16,000 being created within the past year.

Join this session and dive into this as well as the performance of leads from online Summits and webinar events, and how they grow pipeline and bookings.

WhiteHat came to BrightTALK needing to reach new audiences and increase their reach beyond those that visited their website. Through a regular cadence on their BrightTALK Channel, WhiteHat has seen a 6.3x return on their investment through revenue from BrightTALK sourced leads.

For the last 10+ years, we’ve been able to see first-hand how top-performing marketers use content and demand strategies for business growth. During this time, we shared their tips and tricks while also optimizing our own efforts for success. Starting with a modest marketing team and budget, we focused on continual improvement in how we use our own products and services to achieve growth. Now, with a centralized team of 8, we’ll share how we invested $600,000 last year to achieve $20M in pipeline and $8M in closed-won business from webinars and videos hosted on BrightTALK.

In this talk, we’ll share learnings from a decade of webinar and video experience:
- Using a framework for: people + process = solutions
- Identifying critical KPIs for content, campaigns, and operations
- Establishing an optimal mix of content + demand tactics to meet growth objectives
- Measuring success through lifecycle modeling and attribution reporting

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.

With Cisco telling us that 80% of web traffic will be video by the end of this year, it's clear that our target audiences want to be inspired and engaged when they self-educate online. The challenge for B2B marketers is that creating live webinars and videos is considered resource-intensive and hard to scale. This is a point of frustration for marketers as these content formats consistently rank among the most effective demand generation tactics out there.

Join this webcam panel with a publisher, digital marketer and product marketer to understand how to create more authentic connections with live content and how to acquire more leads that engage with your webinars and videos. After joining this Talk, you will have actionable insights on how to create webinars and videos at scale while driving more ideal audiences to your live and on-demand content. Plus, you'll get some benchmarks data on the conversion lifts you can expect in terms of pipeline contribution and conversions to bookings. Enjoy!

With limited resources, Felicia and the team needed to ensure marketing efforts not only created brand exposure but also serve as a steady source of lead generation. For PubNub it was about engaging new buying groups outside of their current reach. Using BrightTALK Channels and BrightTALK Community Summits, PubNub has seen a jump in leads generated and quality is good too. 60% of leads are made up of Manager+ decision makers. Felicia considers BrightTALK's content and demand marketing platform a strategic part of her integrated marketing mix.

Yellowfin was seeking a lead generation solution, and had existing contacts to target and were seeking additional audiences. Yellowfin has been using BrightTALK Summits for brand awareness and growing their audience and increasing MQLs.Brighttalk has massively impacted the volume and engagement of Yellowfin’s inbound leads. These leads have a much greater conversion rate.
In the past year, Brighttalk has contributed 45% of Yellowfin’s total inbound activity.

Yellowfin was seeking a demand generation solution to engage new audiences and acquire more customers. Yellowfin used a BrightTALK Channel to give inspiring Talks, BrightTALK Summits to generate awareness and quality leads. Over the past 12 months, BrightTALK contributed 45% of Yellowfin’s total inbound activity. This translated to 50% revenue growth.

BrightTALK Customer BNY Mellon, represented by Adam Koster, talks about using BrightTALK's content and demand marketing platform. With BrightTALK Channels, online events, video series and amplified audience reach, BNY Mellon have generated the most qualified leads for their Sales teams. The marketing automation connector is simple and makes campaign attribution easy.

BrightTALK customer LogRhythm, represented by Christina Phillips, talks about using BrightTALK's content and demand marketing platform. Over two years, one third of LogRhythm's pipeline came from webinars and videos, so this has received a lot of executive attention. From an ROI perspective, BrightTALK continues to perform.

The introduction of GDPR in the EU last year took the marketing world by storm. Teams worked furiously to evaluate their data handling protocols and to construct new processes that are both effective and compliant.

But what does this new age of privacy mean for 2019 and beyond? In this session, we’ll reboot traditional demand generation tactics with fresh thinking that reflects the regulatory world we live in. Join Daniel Barber, CEO & Co-founder of DataGrail and David Pitta, CMO at BrightTALK for a discussion on:

- How stringent data protection regulations will continue to impact marketing
- Intent data, on-demand video programs, and legitimate interest
- Ideas on targeting your core prospects ethically and efficiently

There’s always more than one priority in B2B marketing.

As marketers, we strive to get the balance right to guide our actions for developing a strong brand, shaping our narrative in the marketplace, and creating demand from our marketing channels.

Increasingly, the digital behaviors of our ideal audience continue to fragment. No longer are they dedicated to a single device or source or input (voice vs text). This perpetual change has challenged decade old algorithms to better recognize their intentions. B2B marketers now face a new priority. How do we leverage Intent signals and prioritize the use in go-to-market efforts?

Join David Pitta, CMO at BrightTALK who has been leveraging various signals of intent data to prioritize resources, channels, and demand creation over the last 10 years.

In this session, he’ll cover:

-Looking at the layers and purpose of Intent signals in B2B
-Separating account from person-based intent
-Leveraging (the three C’s and P based intent) category, content, competitor, and product-based intent
-Activating and measuring business value from intent

Sales is great at speaking with prospects, uncovering their particular needs and pain points, and making adjustments on the fly based on what is resonating and what isn’t during a conversation. However, your website, marketing collateral and revenue marketing campaigns can’t make these same real-time adjustments based on body language, questions and other customer feedback—whatever potential customers see is what they get.

As the B2B landscape shifts and buyers do an increasing amount of research on their own, it’s more important than ever for tech execs to prioritize strong B2B messaging so they clearly articulate the value prop and compel prospects to engage. In this presentation, Christa Tuttle, CEO of Launch Marketing will guide participants through strategic approaches and best practices for building company messaging that gets right to the heart of what customers need and triggers revenue-generating actions.

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

Discover what's trending in the IT Security community on BrightTALK and how you can leverage these insights to drive growth for your company. Learn which topics and technologies are currently top of mind for security professionals and decision makers.

Tune in with Dave Klein, Senior Director of Engineering & Architecture at GuardiCore and Marija Atanasova, Senior Content Manager for IT Security at BrightTALK, to discover the latest trends in the community, the reasons behind them and what to look out for in Q4 2018 and beyond.
- Top trending topics in Q3 2018 and why
- Key events in the community
- Content security professionals care about
- What's coming up in Q4 2018

Audience members are encouraged to ask questions during the Live Q&A.

Speakers:
- Dave Klein, Sr. Director of Engineering & Architecture, GuardiCore
- Jay Beale, Principal Security Consultant, CTO, and COO, InGuardians
- Marija Atanasova, Sr. Content Strategist, BrightTALK