BNY Mellon Interview: Content Marketing in B2B Financial Services

In a data-centric workforce, metrics and benchmarks provide professionals reasons to invest, alter, and evolve their strategy. One of the biggest trends in content creation and delivery is conducting surveys to capture your target audience’s pain points, thoughts, strategies, and drivers.

As companies continue to compete for market space, one strategy to approach the industry is to create and conduct insightful studies. Prospects and customers alike want to understand the latest trends, what their peers are doing, and where their industry is going. When done right, research elevates your gravitas in the market and serves as an effective way to engage your prospects -- both while completing the study as well as revealing the results.

Join Frost & Sullivan and BrightTALK for an in-depth discussion on research reports and findings. Topics include (but not limited to):
- Defining your goals for conducting research
- How to structure your report for ideal results
- Converting data into marketing content

Virtually all modern marketers use digital engagement tools to fill their sales pipelines. That said, tools alone are not enough—successful marketing campaigns also require strategic planning.

Assuring the right depth, tone, and type of content is often the primary focus in online marketing campaigns. Sometimes overlooked, however, is knowing when and why prospects access online content. Frost & Sullivan research found that buyers seek solutions to address their immediate needs and to assess the longer-term impact of their decisions.

In this webinar Frost & Sullivan and BrightTALK will discuss:
- Why prospects access online content
- What keeps prospects engaged
- How to strategize your webinar for the best ROI

Data is everywhere, but unfortunately, most business users don't have the time to sort through a bunch of stats. They just want to see the bigger picture--so why not give it to them?

Self-service analytics has enabled business users to access and interpret data without needing any statistics background. When coupled with data visualization techniques, we've seen that not only are business users more encouraged to make more data-driven decisions, but they are also able to do this without needing help from their BI or IT teams.

Join this session where we will discuss:
-How to encourage people from all different teams to embrace self-service analytics
-Why data visualization plays a huge role in the success of a data-driven culture
-Top things to take note of when creating dashboards that can easily communicate and add value
-How to teach users to get the most from their data and generate actionable insights

Professionals turn to communities for the latest insights, but they expect to effortlessly find, uncover, and digest the exact information they need. Of course, the kind of content offered matters, too—a lot.

Based on recent research from Frost & Sullivan, the vast majority of active BrightTALK users indicated that they want content that addresses both short-term professional interests and long-term career goals, as well as more general information about their industry, company, and general business best practices.

Join us for our panel discussion to learn more about how to shape content that works and generates loyal members on BrightTALK (and other communities).

Join us as we discuss the 5 Keys to B2B Content Marketing Success and review the results of a new B2B content marketing survey to better understand the current state of content marketing and to identify key challenges as well as best practices.

Over 61% of B2B marketers leverage personalised content to better shape the experience (Cintell). Marketers spend an enormous amount of time, bandwidth, and finances to create various content segmented by persona, stage, or vertical to have the best influence. But when it comes to creating and delivering presentations, many marketers and salespeople are still taking a traditional approach: build a different presentation for each opportunity, memorise a script and deliver the same one-way, linear presentation, no matter who the audience is or what information they need.

Enter conversational presenting, an emerging trend that allows you to customize your presentation in real-time to make the best connection for the most success. Prezi’s European Regional Manager, Spencer Waldron, and BrightTALK’s Senior Marketing Manager, Andrea Goodkind, will discuss some of the best tactics to evolve previously stale, one-sided presentations into personalised conversations. Topics may include:

Channels to leverage before the presentation to give the audience what they want
The questions you should always ask your audience in order to determine what will resonate with them the most
Live tactics for real-time content personalisation while presenting

Let us know if there’s anything else you’d like to know on this topic by tweeting us @Brighttalk using the hashtag #brighttalkprezi. See you there!

When it comes to the customer experience consistency is key, especially when it costs 5x more to acquire a new customer than to keep an existing one. So, how do you design a cohesive, seamless customer experience that excites your new customers and keeps the loyalty of your customers?

Join Kapost and BrightTALK as we walk through the copious ways a single piece of content can be leveraged throughout different points in the journey to reduce churn and to spike upsell potential. Kapost will share some of the latest insights from their 2016 B2B Customer Experience Benchmark Report such as how to:
- Create a standardized, repeatable process across teams, tools, and channels that creates a full-funnel customer experience
- Ensure your content is accessible for your key users, so they have a straightforward process for consuming information
- Improve the process strategically from both a quantitative and qualitative perspective

Marketing to a marketer is one of the most invigorating yet mind-boggling tasks. Inspiring and converting your peers who see right through your strategy requires an entirely new level of marketing.

Join TapInfluence’s Head of Growth and BrightTALK’s VP of Audience to discuss what it takes to lead the marketing industry and increase your marketing pipeline success. In this conversation we’ll cover how to:
- Acquire the marketing buyer
- Enhance your marketing to stand out from other vendors
- Turn prospects into customers through rich media

While the digital advertising and marketing spend continues to exponentially grow, marketers are still seeing imperfect conversion rates from prospect awareness to SQLs. Site or landing pages convert at 7% and content syndication sites convert at 2%.

EMEA marketers bear many different tasks, roles and challenges as they work to expand their business growth across the diverse regions. Driving better conversion rates means starting out with the who and getting your marketing content where they are.

Out of the 4 million professionals researching on BrightTALK, 68,000 marketing professionals from EMEA are engaging with leading brands. We’ve studied the researching habits of these marketers and are sharing them in this action packed session.

This session will reveal how to circumvent being lost in the sea of vendors and how to acquire your best buyers through videos and webinars.

Marketers spend a crazy amount of time acquiring and nurturing potential buyers before they’re handed off to sales and ultimately customer success. The lifecycle of a customer can oftentimes be disjointed, but there are easy fixes to circumvent this with content.

Join Uberflip and BrightTALK as we discuss how to incorporate content throughout the entire buyer’s journey - from identifying prospects to securing renewals. Join us to learn how to:
- Design the content experience to attract and engage potential buyers
- Enable sales to leverage content (and messaging) throughout the sales cycle
- Support customer success to create engaged clients

Join this BrightTALK Academy panel session and learn to improve your customer engagement by making the most of your data. This webinar examines:

• How effective analytics drive better decision-making and improve customer experiences
• How technology creates real-time improvements in marketing performance
• Creating the perfect value exchange with the insight you collect on client behaviours and preferences

Leaders from Acxiom, Communisis Data Intelligence, and DST Applied Analytics will share their expertise in the field of marketing intelligence and analytics in this 45-minute panel discussion.

Marketers are maneuvering as quickly as possible to earn the attention and trust of some of the hottest professionals out there - IT Visionaries. So, what does it take to influence these individuals to identify (and purchase) your vision and products? BrightTALK delves into the new research of over 756,000 North American IT Visionaries on BrightTALK and discusses what it takes to acquire and inspire them.

So you’ve read all of the recent stats: 52% of marketers worldwide name video as the content format with the highest ROI and 70% of B2B buyers are watching video as research during their path to purchase. You’re ready to make video content a part of your marketing plan, but what kind of video should you be making? And how will you get value from it?

In this webinar we’ll be discussing the right formats of video to meet different marketing objectives, and how to best use the different videos you create to achieve ROI. Using case studies from BrightTALK Studios customers across industries, we’ll give you a practical framework to create successful videos that'll hit your KPIs.

So you’ve read all of the recent stats: 52% of marketers worldwide name video as the content format with the highest ROI and 70% of B2B buyers are watching video as research during their path to purchase. You’re ready to make video content a part of your marketing plan, but what kind of video should you be making? And how will you get value from it?

In this webinar we’ll be discussing the right formats of video to meet different marketing objectives, and how to best use the different videos you create to achieve ROI. Using case studies from BrightTALK Studios customers across industries, we’ll give you a practical framework to create successful videos that'll hit your KPIs.

Are you judging the success of your webinars purely on the results from the live presentation? The power of webinars lies in their ability to provide ongoing business returns long after “event day”. Effective marketers consider post-webinar promotions strategies from the start.

Join us on the BrightTALK Academy as webinar expert Ken Molay shares best practices and practical advice for achieving post-webinar returns. This free online session will cut out the fluff with a concise 30 minutes of nonstop tips and tricks, followed by a full 15 minutes to answer your questions live on the air. You’ll be on your way with enough time to get a cup of coffee and prepare your notes for your next meeting!

Register today for your chance to learn:
- How to boost views of your webinar recordings
- Ways to repurpose recordings in sales, marketing, and customer relations
- Tips for structuring content to improve post-webinar usefulness
- Techniques for reengaging previous webinar attendees

Marketers are maneuvering as quickly as possible to earn the attention and trust of some of the hottest professionals out there - IT Visionaries. So, what does it take to influence these individuals to identify (and purchase) your vision and products? BrightTALK’s VP of Audience, Val-Pierre Genton, delves into the new research of over 756,000 North American IT Visionaries on BrightTALK and discusses what it takes to acquire and inspire them.

This session will delve into many questions impacting the IT professional’s buyer’s journey, including:
- How do you engage an IT professional?
- What types of content do IT professionals prefer to consume?
- What are the consumption habits of these individuals?
- What’s unique about persuading an IT pro?

In the age of optimisation and testing, marketers are always looking for new ways to stand out from their competitors. Whether you’re focused on inbound or outbound marketing, there are numerous things you can do to create a better experience with your company to drive engagement -- and thus revenue.

This short session will discuss some of the most underrated promotional tactics at your disposal to entice, engage and excite your prospects.

It can be difficult to get noticed among the over-abundance of content continuously marketed to B2B buyers. The best way to maximize your exposure and connect with your buyers is to offer easily discoverable, on-demand access to the most relevant resources. However, simply reaching prospects does not ensure they will successfully become a customer. Modern buyers are self-educating on purchase decisions at every stage of the sales funnel and have specific expectations throughout their journey (and career level).

In this presentation Frost & Sullivan and BrightTALK will discuss:
- Keeping prospects engaged throughout the buying cycle
- The types of content prospects want in different stages
- How prospects interact with relevant content

Creating a dynamic, robust community is a critical task for today’s marketers. Your community needs to cultivate a collaborative, inclusive approach that delivers real value, thought leadership, and a platform for commentary and connections. One of the best ways for marketers to build their brand and drive loyalty is to give customers a place to go for information, best-practices advice, analysis, news, and peer interaction.

However, creating a community is not the same as nurturing one. Marketers must understand what works—and what doesn’t—when it comes to bringing people to the site, again and again. Join us for this data-driven webinar to discuss what over 1,000 BrightTALK members had to say about what they’re looking for when they’re researching and participating in online events.