Name: BNY Mellon Interview: Content Marketing in B2B Financial Services
Start: 2012-08-22T10:00:00Z
End: 2012-08-22T10:34:59.000Z
Location: BrightTALK

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

In order to create compelling content, marketers must tell their brand stories effectively and creatively. The best B2B storytellers employ narrative and graphic techniques that emotionally appeal to their buyers and inspire long lasting waves of engagement.

We’ll draw upon years of B2B experience to break down the key elements of successful storytelling across various content formats like webinars, eBooks, infographics, and blog posts. Join us live as Olivia Dassler (BrightTALK) sits down with in-house storytelling experts Chuck Provancher (TechTarget), Trent Warrick (BrightTALK) and Nyekha Bennett (BrightTALK) for an interactive panel discussion. We’ll share tips for captivating your audience's attention, frameworks for creating compelling content, and examples of great storytelling in B2B.

Elevate Your Content with Compelling Storytelling

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

The best marketers are adept at balancing the art and science of their craft. With any tactic or channel, it's critical to test, measure, and optimize continuously. 

When investing in webinar series as a vehicle for ABM, it's essential to establish the appropriate measures of success so ongoing improvements can be made. In episode 3 of the ABM that Works series, we'll be breaking down content and ABM metrics to help your team create baseline goals. From there, we’ll offer tips for using these insights to optimize the impact of your webinar series.

Capitalizing on ABM Engagement: Measure and Optimize

The average B2B buyer is consuming at least five pieces of content before talking to sales. They’re engaging with marketing content upwards of six months before making the purchase. Increasingly, prospects are doing much of the legwork to support a purchase before talking with your reps. How can marketing help progress opportunities to get buyers ready to talk to sellers?
 
It’s no secret that automation is enabling us to share content and frame how prospect’s approach an upcoming buy. The best technology organizations are using automated nurture and scoring as a real competitive advantage. In this session, we’ll discuss how to extract maximum value from your automation efforts to drive deeper engagement. In a lively presentation featuring APAC tech marketers and automated nurture experts, we’ll shed light on how tech companies in-region are leveraging third-party intent to power the setup and scoring process. This is an ideal session for anyone who works in marketing, operations or sales at a B2B tech company.

Rules of Engagement: Driving Conversion Through Automation & Nurture Strategies

Webinars help build a solid audience, nurture relationships and increase brand awareness. But, when presenting a complicated, dense, or downright dry topic, how can you make it appealing and eye-catching instead of text-heavy and dull? 

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through how slide design can help you effectively communicate your message. From leaning into charts or graphs to cut down on text to the best uses for images and animations, we’ll cover all you need to know to keep it simple and keep your audience’s interest.

Build a Better Webinar: Visualizing Data

While in-person events are steadily making their return, the pandemic has created the catalyst for virtual and hybrid events and they are definitely here to stay. With shifting norms, and as the demand rises for more in person and hybrid events, is your organisation ready to take on the challenge of standing out from the crowd? 

Creating an immersive event experience for your audience whether in person or virtual has never been more needed. Knowing the right interaction points and tools needed to keep your audience engaged is vital for success and will give you a competitive advantage.

Join us for an impactful series filled with insights from BrightTALK’s experts taking a look at the current state of virtual events, demystifying common misconceptions and exploring current engagement trends. Additionally, they’ll share tips and tricks to help you improve how to strategize and navigate planning virtual events in 2022.

The Paradigm Shift of Virtual Events: Keys for Continued Success

In this series, BrightTALK’s demand generation leaders share their insights for driving marketing and sales alignment. This episode will focus on the importance of consistent alignment in targeting across all functions of your commercial team.

Once shared goals and metrics are established, it's time to talk about targeting. Who are your core buyers? And, more importantly, do marketing and sales agree? This session will focus on how to identify your target buyers and build consistent processes across marketing and sales to drive leads and win new customers.

The Art of Targeting

One of the most significant advantages of webinars is the ability to interact with your audience while sharing your message. But nobody wants to watch a static screen without the opportunity to participate. So what’s the best tool a presenter can use to engage their audience?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through the important role effective polls can play in webinar presentations. From taking your content beyond a static screen to energizing your audience, we’ll cover everything you need to know to build polls that help engage your viewers, qualify your prospects and convert them into buyers.

Build a Better Webinar: Utilizing Polls

The right host can bring even the most complex and confusing content to life. But what happens when the speaker you’re dealt just plain isn’t any good?

“Most of the time, when a speaker or host fails, they were set up. You have to know your speaker’s strengths and weaknesses, then build around them.” - Greg Johnson, Managing Producer (BrightTALK)

You don’t have to be stuck with a boring thought leader. In this episode, we’ll break-down what it takes to be a great webinar host and how you can set anyone up to succeed. Going beyond recruitment, we’ll strategize solutions to a few common scenarios and show you how format tweaks can help even the most bashful presenters shine in the spotlight.

Join Greg Johnson and Frank Hanley, along with Casey Alexander and Steve Madeja, 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: Getting the Most of Your Host(ess)

Buyers don't limit their research to quarterly cycles so why do tech marketers often focus on quarterly campaigns? If the average sales cycle for your solution is 6 months or more, shouldn’t you be in front of your prospects throughout the buyer’s journey? While it certainly makes sense to maintain an always-on strategy, marketers sometimes struggle with how to architect – and measure the success of – longer-term, integrated programs. 

This webinar will offer insights from APAC marketers who are doubling down on influencing prospects through a variety of integrated tactics so they drive their solution from early stage consideration to the shortlist and onto closed-won. Attendees will learn:
- How to develop always-on channels to identify and influence prospects who are constantly researching
- The most successful approaches for maximum impact with buyers at various stage of evaluation
- Tips for reaching the full buying team and personalizing individual buyer outreach based on their unique interests
- Real-world examples of always-on strategies and how marketers are measuring their impact

Rules of Engagement: Think Beyond Campaigns and Build an Always-On Strategy

Think about your buyers. Buying a solution for their company is a complicated, risky proposition. To even begin a real buyer’s journey, they’ve got to be experiencing a big enough issue that it’s worth the effort. And they’ve got to be solving a big enough problem that it’s worth the resources of everyone involved. That’s the reality that you’re selling into – the difficult buying team work necessary to move from a big problem to a successful solution. By helping buyers move through this process, great content accelerates it and increases your chances of winning. So what exactly is that content? Why do most organizations struggle to produce it? And how can your team do better?

In this webinar, John McKnight, EVP at TechTarget’s Enterprise Strategy Group (ESG), will help you better understand and navigate the needs and challenges surrounding creating the content you need to win. He’ll cover the organization issues you face, the essential elements of the content itself, and the operationalization of a content engine that can better deliver for your prospects and your company.

What is Great Content for Buyers and Why’s it So Hard?

In today's competitive landscape, it is essential for marketing teams to have the right measurement processes in place. Beyond just understanding the performance of content, marketers must also be able to prove their contribution to business growth and revenue.

In the final episode of our Marketing Measurement Lab series, we'll be digging into best practices for turning engagement with your content into long-term success and winning business. We'll kick things off with a look at several different attribution models that can help you connect your webinar programs with revenue. We'll then discuss how you can create long term engagement benchmarks that can guide your demand generation strategy.

The Marketing Measurement Lab: Benchmarking Long-term Engagement

While the wrong webinar background distracts your audience and detracts from your talking points, the proper location boosts your brand and reinforces your message. But, finding the perfect space isn’t always easy. So how can you choose a location that sets your webinars and virtual events up for success?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll coach you through how to scout for and set-up the perfect virtual venue. From addressing common sound and lighting problems to demonstrating the proper set-up, you’ll walk away with creative solutions to help your presenters look and feel their best on camera.

Build a Better Webinar: Location Scouting

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

Creating original content is essential to engaging and winning new customers, especially in today’s competitive landscape. But creating an effective system of content measurement and relevant goals can be challenging even for the most seasoned marketing team. Where should you start?

In the second episode of this BrightTALK series, you’ll learn a framework for developing data-driven content goals that will help generate more leads and conversions for your business. We’ll share best practices for creating content goals, leveraging industry Benchmarks and historical performance data, and help you create a content strategy that translates into long-term success.

The Marketing Measurement Lab: Creating Data-Driven Content Goals

A thoughtful, engaging content portfolio will ensure you’re attracting and educating the right prospects and personas. But sourcing great content, creating it with local buyers in mind or selecting the right assets from a global collection can be daunting for APAC marketers. Typically, those in region have less control over content to power a go-to-market strategy and less budget to create their own material.


How can APAC marketers use content to build a foundation for marketing success? In this webinar we offer up best practices specific to the role of a regional or country marketer. Our panel of experts offers advice based on the performance of hundreds of APAC content marketing and digital engagement programs. Attendees to this session will get:

-Recent examples of APAC-specific top performing content
-Metrics used to determine the content’s success at generating leads and driving engagement
-Localization advice to maximize in-region content budgets
-How to use multiple pieces of content to nurture and move

Rules of Engagement: Maximizing Content Creation to Drive Prospect Engagement

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

With the reputation of many of the world’s largest banks at an all time low and economic crisis at an all time high, content marketing in the B2B financial services industry can be complicated. How do B2B financial services organisations differentiate themselves, stay relevant and top of mind for their audiences? Join BrightTALK’s Alexandra Cashmore as she interviews BNY Mellon’s Aleksandra Slater on the best practices in creating content for the B2B financial services industry.

Topics discussed:

    Today's challenges in content marketing
    Planning and execution of a content marketing plan 
    Video marketing best practices
    Content marketing trends in B2B financial services

BNY Mellon Interview: Content Marketing in B2B Financial Services

Asset Management Marketing

BNY Mellon

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BNY Mellon Interview: Content Marketing in B2B Financial Services

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