BNY Mellon Interview: Content Marketing in B2B Financial Services

It’s time to hit the ground running when it comes to planning hybrid events, but if your in-person and virtual audiences aren’t top of mind, you won’t be going anywhere.

“Traditionally speaking, B2B hybrid events are awful. But, they don’t have to be. The key is to treat your two audiences as just that - two totally separate audiences.” Greg Johnson, Managing Producer (BrightTALK)

In this episode, we’ll take a look at what makes successful hybrid events successful. We’ll explore strategies that provide meaningful experiences for both of your audiences while also driving revenue and demand. Plus, we’ll break-down some practical considerations and challenges you might face during the production process.

Join Greg Johnson and Frank Hanley, along with David Edwards and Jon Mycroft, 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.

While last year was a learning curve, navigated in part by trial and error, 2021 is the year of perfecting our results and building off of our newly cemented foundation. Let's dive deeper into the changes we made and understand the results in order to make a greater impact on our demand gen efforts going forward.

Tiny patterns might seem trivial, but even seemingly insignificant data can have huge implications when scaled globally. In an effort to understand these changing trends, we surveyed over 10 million BrightTALK users and analyzed thousands of hours of webinar and video content on the BrightTALK platform. Join our team as we explore how professionals and buyers are consuming webinar and video content, proven tactics to drive increased demand, and best practices for successful webinar, video, and virtual event programs.

New this year, all registrants will get early-access to the full eBook before it's available to the general public.

Clear and succinct communication is an art, especially when it comes to live webinars. You may be an expert in your field, but do you present your content in a way your audience can actually understand?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through how to build webinar scripts that support presenters to effectively convey their talking points. From developing questions for thought-provoking panel presentations to clarifying jargon-filled product demos, we’ll cover scripting best practices you can use to let your speakers shine on camera.

Creating content that speaks directly to your desired audience can be achieved with the right research and proper content development. Knowing the tools and tricks to create highly targeted content is a sure-fire way to attract prospects, and delight customers.

In the fourth episode of the Content Intelligence series, Nick Markwith, Sr. Director of Content, will outline how to develop highly-relevant, original content and provide insights on:

- Researching and brainstorming as a persistent process
- Selecting the right approach for a topic and keeping your audience engaged
- Writing effective on titles and descriptions
- BrightTALK’s process for producing scalable reports

Marketers face an exceptional opportunity to shake-up the status quo. Join us for a video podcast exploring how B2B’s greatest leaders are reimagining the way we do business.

In this episode, host Val-Pierre Genton, VP of Corporate Development (BrightTALK) sits down with Ricky Abbott, President, Americas (Transmission) and Chris Kozup, CMO (Zscaler). We’ll discuss how to elevate the role of marketing around digital selling, the importance of building a scalable global function, and the future state of post-pandemic field marketing.

Tech buyers have spent much of the last year staring at screens with vendors vying to attract their digital attention. At a time when burnout is pervasive, how do you cut through the online noise and keep your targets engaged?

This session will arm B2B tech marketers with proven tactics for standing out in a crowded digital world. Attendees will hear directly from their colleagues, marketers who are finding success despite the online competition and clutter.

B2B marketers know the value of video. If a picture is worth a thousand words, then a succinct, on-brand product demo or expert interview has to be worth upwards of a million. Even so, seamlessly incorporating video into your webinars can sometimes feel easier said than done.

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through how you can make webinars more dynamic by integrating video with intention. From adding polish to your presentations with pre-recorded segments to branding a content series with video play-ins, we’ll cover tips and tricks you can use to purposefully engage your audience.

The global nature of virtual events means they can serve as powerful revenue drivers for companies that implement them cost-effectively. But how can you create a truly premium, branded experience for your audience while still ensuring a strong ROI?

It’s easier than ever to monetize your virtual events. Join the BrightTALK team as we dig into why high-end event experiences deserve a place in every go to market strategy. From sponsor cultivation and recruitment to ticket pricing and the unlimited possibilities of eCommerce integrations, we’ll coach you through creating events that provide value for your audience and drive long-term revenue for your business.

In honour of International Women's Day we’re bringing together marketing and sales leaders from around the globe to celebrate the achievements of women and inspire the next wave of female professionals.

The past year has shown us how necessary adaptability is to success. Now more than ever, it is essential to lean on a community that encourages perseverance and helps break through barriers. Join us as we sit down with top female marketers for a conversation on building connections, overcoming challenges, and developing leadership skills.

The panelists will share their personal stories, as well as tips for career advancement in a highly competitive world.

In today's high-speed world, nobody has time to be slowed down by ineffective communication and siloed teams. Especially during periods of stress, the strength of sales and marketing relationships, and the efficacy with which they work together, can mean the difference between closed deals and lost opportunities.

Join members of BrightTALK’s closely integrated sales, marketing, and operations teams as we highlight the nuances of creating and maintaining exceptional sales and marketing alignment. We’ll break-down how BrightTALK’s blend of people, process, and technology ensures transparency, and demonstrate how you can incorporate each into your sales and marketing partnerships.

We’ll focus on:
- Aligning on metrics and ensuring one "reporting source of truth”
- How we use technology to streamline, automate, and amplify
- Relationship-building as a strong foundation for success

You’ll come away with actionable best practices that set you up for success and prepare your interdepartmental team to capitalize on opportunities as they arise.

When it comes to B2B event strategy, it’s clear that compelling hybrid events, those that effectively blend in-person and virtual attendee experiences, are here to stay.

Well-rounded hybrid events create value and close deals. Join the BrightTALK team as we demonstrate how tactical hybrid events will transform your event strategy and open your brand up to an engaged global audience. A dynamic virtual event experience can be a strategic and cost-effective way to increase your audience, improve your ROI, and grow your event on a global scale.

You’ll learn to:
- Establish the scope of your event
- Formulate an effective hybrid event strategy
- Align hybrid events with your overall marketing goals

Part one of this mini-series focused on the "what", "why" and "how" of fueling a marketing strategy with intent data. With that foundation in mind, we'll explore additional use cases for optimizing and scaling your approach.

Many marketers begin by implementing behavioural intent signals to power marketing activities, but these same signals offer a wealth of opportunity for sales and customer success initiatives. We’ll give you an inside look at how BrightTALK detects buyer intent, as well as actionable tips for using this type of data across your commercial organization.

Even as production values continue to rise for virtual events, a strong ROI remains crucial. But industry-leading experiences are no longer just an Enterprise opportunity - small and medium-sized teams can use virtual events to drive demand and accelerate brand awareness.

Join us as David Pitta, CMO (BrightTALK), sits down for a panel discussion with Mark Kilens, VP of Content & Community (Drift) and Scott Logan, VP of Marketing (Kronologic). They’ll discuss how marketing teams of all sizes can (and should) use virtual events to connect with core audience segments and drive long-term demand. From establishing the right strategy to enabling your sales team, you’ll get actionable advice you can implement to ensure your virtual events generate leads and close deals.

As B2B marketers, we find ourselves fighting for market share at a time when it’s harder than ever to keep audiences captivated. Distractions are everywhere. How can you ensure your content doesn’t get lost in the crowd?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk through creating an engaging environment for your audience. From taking your content beyond the standard slideshow to effectively implementing polls and attachments, we’ll cover a range of best practices to help you breathe new life into your webinar program.

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.

Marketing is all about telling an authentic story. To do this successfully you must create content that is consistent, compelling, and leaves your audience wanting more. It's no surprise that episodic content has become a key way to build a community and develop long-lasting relationships with buyers.

In this talk, The Power of Episodic Content, we’ll explore why serialized content is a win-win for both your business and your audience. Join us to learn how episodic content can fuel your go-to-market strategy and help scale your content programs.

We’ll cover:
- Why episodic content is a successful format
- How to build recurring webinar and video series
- Tips and tricks for maximizing the reach of episodic programs
- Examples of clients that are leveraging episodic content for demand generation

With more competition and digital noise than ever before, marketers have had to reinvent their strategies for reaching and converting buyers. Although engagement data and attribution reporting provide a clear view of where marketers are driving success, buyers’ unique needs and interests are often still unclear.

When used effectively, buyer intent signals can be like rocket fuel - igniting better targeting, engagement, and conversions across your entire marketing and sales organization.

In this two-part series on intent data, we’ll cover:
- What is intent data and how to approach it
- Actioning intent data with sales and marketing alignment
- Identifying intent signals
- Agile campaign management using insights