BNY Mellon Interview: Content Marketing in B2B Financial Services

Marketing leaders need to immediately embrace change and find creative solutions to add value with an increased emphasis on the digital world. This talk brings CMOs from around the US to share how they're adapting to our new reality with an emphasis on:
- Reaching your audience when travel is restricted and conferences are cancelled
- Adapting your content and standing out when everyone is doubling down on digital
- Pivoting your field marketing and event strategy to focus on digital opportunities
- Filling the lead gen and brand building gap
- Shifting channel strategies, plans, budget and resources
- Keeping your employees motivated during the crisis
- Messaging effectively around coronavirus

BrightTALK has teamed up with Boston Content, DC MarTech Talks and Obility B2B to deliver this special talk.

The rollout of GDPR in 2018 transformed how many businesses go to market and interact with consumers. Similarly, the California Consumer Privacy Act (CCPA) has been in effect since January 1, 2020 and many companies are still scrambling to understand the implications of this new regulation.

Although marketers may not be on the legal team, an enormous amount of personal data sits in the MarTech stack. Now more than ever before, marketers must stay informed on increasingly stringent privacy laws to protect their brands and maintain trust and transparency.

Join this webinar with David Pitta, CMO of BrightTALK, and Daniel Barber, CEO of DataGrail, to hear firsthand how a marketing executive and CEO of a privacy company reconcile marketing and privacy priorities for the year ahead.

In session two of our Flip the Switch series, we’ll share practical guidance and solutions for marketers looking to quickly pivot event partner and sponsor strategies in light of the growing concerns around COVID-19. During this BrightTALK Academy session, Val-Pierre Genton, Olivia Dassler, and David Edwards will focus on how to seamlessly create a virtual event and adapt to the drastic changes in the global event circuit. Topics include:

- Tapping into the power of one or multi-day virtual events to engage your audience around a topical subject matter
- Leveraging episodic content to build a community around a specific topic
- Brand visibility without the booth

The recent Coronavirus outbreak is playing an increasingly significant role in our lives, and many are taking personal and professional precautions. Event organizers are feeling the pressure to pull the plug on in-person tradeshows and conferences, while many businesses are suspending employee travel and implementing mandatory remote working policies. Marketers who have heavily invested in physical events as part of their go-to-market strategy are left with a significant challenge. What's the best way to create a successful virtual event program at scale?

As a leader in the virtual event space, BrightTALK has best practices and solutions that can help marketers quickly pivot in this era of physical event uncertainty. During this talk, Morgan Cantrell, Jeff Kunken and Jon Mycroft will share insights on how to best move a 2020 event strategy online. Topics include:

- Building virtual sessions to create a video-based conference and fill the funnel
- How to bring local and global audiences together with real-time engagement features
- Blending online and offline experiences to accommodate travel restrictions and concerns

We are bringing together two great marketing leaders from BigPanda and Imperva to dive into one of the hottest topics of the year – intent data.

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.

Rich content is a hugely powerful demand generation resource, but developing that content is often resource intensive in itself. To get the greatest mileage out of your content, a thoroughly planned promotional strategy should be considered at the outset.

From atomization to follow-up content and additional steps prospects can take to advance the sales process, to the promotional emails ahead of your initiative, all stages should be considered.

In this webinar learn best practices to get more bang for your content buck through mindful planning and tips to improve any campaign.

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

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'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

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.

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

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.

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.

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.

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 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.