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Marketing Technologies in Financial Services

Digital marketing within the financial services industry has its challenges with regulations, data security and technology adoption. How are financial services marketers effectively using technologies to help them achieve marketing goals? Join the former CMO of Zurich, Sitecore, BrightTALK and PureChannelApps as they discuss the technologies that are helping organizations engage customers and effectively convert them to sales.

Topics covered

The impact of technology in financial services
The emerging crucial marketing channels
The content distribution challenges and solutions
The integrated technology-marketing stack
Recorded Jan 24 2014 59 mins
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Presented by
Lindley Gooden; John Humpish, Olivier Choron, Stuart West, Paul Fennemore
Presentation preview: Marketing Technologies in Financial Services

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  • Prioritizing Intent Data in B2B Marketing Recorded: Dec 5 2018 53 mins
    David Pitta, CMO, BrightTALK
    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
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    Christa Tuttle, CEO, Launch Marketing
    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.
  • Scaling B2B Demand with Authentic Connections Recorded: Nov 15 2018 60 mins
    David Pitta, CMO, BrightTALK and Trent Warrick, Content Marketing Manager, BrightTALK
    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
  • CA Technologies Customer Story Recorded: Nov 9 2018 4 mins
    Kim Hahn, Director Demand Generation, CA Technologies
    Kim Hahn sat down with us to share CA Technologies' experience with our platform at BrightTALK Local: NYC.
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  • Q4 2018 BrightTALK Community Update - IT Security Recorded: Oct 18 2018 62 mins
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    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
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    Audience members are encouraged to ask questions during the Live Q&A.

    Speakers:
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    - Marija Atanasova, Sr. Content Strategist, BrightTALK
  • BNY Mellon Customer Story Recorded: Oct 16 2018 3 mins
    Adam Koster, VP, Marketing Automation at BNY Mellon
    BrightTALK Customer BNY Mellon, represented by Adam Koster talks about how our content marketing and demand Generation platform has impacted their business and increased ROI.
  • Data Analytics are Changing Marketing Forever Recorded: Oct 4 2018 36 mins
    Melanie Turek,Fellow & Vice President, Frost & Sullivan
    With the rise of mobile and social, customers are more knowledgeable and empowered than ever. Their ability to access and share information anytime and anywhere gives them enormous control over their interactions with the companies they do business with—and they know it. As a result, they expect data-driven, personalized interactions at every stage of the marketing and sales funnel. One way marketers can adjust for the new normal is by leveraging big data and analytics—along with artificial intelligence, mixed reality and machine learning.
  • The Data-Driven CMO: Master Marketing Attribution With Search-Driven Analytics Recorded: Oct 4 2018 60 mins
    Scott Holden, Chief Marketing Officer, ThoughtSpot
    Join CMO, Scott Holden, in a live webinar to learn how his team has mastered marketing attribution with ThoughtSpot’s search-driven analytics. Using ThoughtSpot, Scott’s entire marketing team can now analyze all their marketing data in one place without waiting weeks.
    We'll cover:
    - Top data sources and key metrics to include when building out your marketing analytics program
    - Best practices for transform your team into a data-driven marketing masters
    - How search-driven analytics is enabling the entire marketing team to analyze attribution without a team of data scientists
  • Marketing Attribution: Uncovering the Truths & How to Get There? Recorded: Oct 4 2018 54 mins
    JoAnne McDougald, Advisor, Expert Marketing Advisors & Deirdre Mahon, Advisor, Expert Marketing Advisors
    Attribution is no easy thing for today's marketeer. Everyone in the business is asking "what's the repeatable sales cycle and number of touches our buyer takes to get a deal over the line". Finance puts pressure on teams to report in near real-time what's working and what's not and without answers budgets are held up. Sales teams need to personalize outbound efforts so they can efficiently engage the buyer but marketing needs to guide what content and what channels work best.

    Navigating the maze of attribution is both a qualitative and quantitative undertaking and unless you have the tech stack fully integrated, you may be missing key pieces of the puzzle. As daunting as it can be there is a step by step approach to follow and over time you achieve clarity. Join this webcast to learn best practice approaches to becoming a fully attributed marketing engine.
  • Leveraging Real Behavioral Intent to Identify and Convert Your Buyers Recorded: Oct 4 2018 56 mins
    Val-Pierre Genton, VP Product Marketing, BrightTALK
    When you think of your customers as a jumble of demographics and lead scores, it's easy to miss the critical intent indicators that help you understand their pain points and needs on a deeper, more human level. For those of you who have started using intent signals to prioritize accounts or leads, you're likely challenged by the fact that anonymzed data without any context around where the engagement happened and for how long, makes it hard to turn intent signal into business growth. Discover the behavioral indicators that signal real intent for identifying and converting your ideal accounts and buyers. Learn how to use them to boost content and demand marketing success.

    In B2B marketing, acquiring and inspiring prospects and customers can feel like a frustrating guessing game, but that doesn't have to be the case. Join BrightTALK's very own Val-Pierre Genton for a dialogue on one of the most important topics in marketing. You'll walk away from this session with insights on:
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    Tapping into the intent signals that really matter via proprietary, first-party data and key sources that give you the full picture.
    Putting it all together. Turn intent into engagement in a few steps.
  • MRP and guest Forrester Discuss Qualities of ABM Leaders Recorded: Oct 3 2018 64 mins
    Jim Regan and Steve Casey
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    Steve and Jim will share their perspectives on why utilizing AI to make predictions on prospects’ buying patterns and using those predictions to inform content strategy has shown greater results in account-based marketing strategies.

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    •Why AI should inform and operationalize your ABM strategy
    •When centralized insights can enable a consistent content strategy by target account
    •How to close the loop on integrated ABM strategies to identify and replicate high performing tactics, while eliminating the low performing ones
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    Rolf Schromgens, CEO, Trivago
    Are you AI-ready? You need to be. Artificial intelligence marketing applications are delivering on their promise to source new insights to grow your business fast, AI technology is becoming available to any company looking for a competitive edge, and now’s the time to move, if you want to stay ahead of the curve.

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    Get ready to level up your marketing strategy with AI, advance your technological capabilities in smart, strategic ways, learn how to make sure your next infrastructure move helps you exploit the AI advantage and more when you join this VB Live event!

    Register for free!

    Attend this webinar and learn:
    * How to tell if your marketing and IT departments are AI-ready
    * The fundamentals of an AI-driven infrastructure
    * The role of clean, definable data goals in successful AI implementation
    * How to scale the AI workload

    Speakers:
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    * Rolf Schromgens, CEO, Trivago
    * Sherif Mityas, Chief Experience Officer, TGI Friday's
    * Michele Goetz, Principal Analyst, Forrester
    * Rachael Brownell, Moderator, VentureBeat

    Sponsored by Zylotech
  • LogRhythm Customer Story Recorded: Oct 2 2018 2 mins
    Christina Phillips, Senior Manager of Marketing Operations, LogRhythm
    BrightTALK customer LogRhythm, represented by Christina Phillips talks about how our content marketing and demand generation platform has impacted their business and increased ROI.
  • Key Marketing Metrics that Score Big with the C-Suite Recorded: Oct 2 2018 47 mins
    Christa Tuttle, CEO, Launch Marketing
    Senior executives are more fluent in analytics and spreadsheets now than ever before, and they
    want regular reporting on their return on investment. So, how do you determine which analytics
    are the most valuable to share with your C-level staff?
    For C-Suite decision makers, interest in metrics comes down to understanding the ROI on their
    marketing dollar investment. In this presentation, Christa Tuttle, CEO of Launch Marketing,
    breaks down the most important elements of tracking customer acquisition cost (CAC), lifetime
    customer value and marketing generated revenue to make sure you are armed and ready to
    demonstrate the value of your marketing programs.
  • The Ultimate Marketing Dashboard Recorded: Oct 2 2018 58 mins
    Alex Poulos, CMO - Chartio, Erik Archer Smith, Marketing Director of ABM, Arm Treasure Data
    Marketers today are dealing with more customer data than ever before resulting in large MarTech solutions each with their own analytics and visualization. This leads to a huge amount of confusion and manual work for marketers when reporting on the success of lead gen, advertising campaigns, email outreach and events.

    Learn how to streamline your reporting and up-level your visualization with a hands-on webinar with Arm Treasure Data and Chartio as they walk step-by-step for the best marketing KPIs to tracking and how to setup your own Ultimate Marketing Dashboard.

    We’ll look at a real dashboard that combines all the metrics a marketing leader needs to run a business in a single location. We'll cover how to combine your traditional lead funnels with:
    - Account awareness scoring

    - Dynamic + aggregated customer journey reports for every contact on an account
    - Multi-touch attribution (including UTM reporting!)
    - Dynamic attribution for content to MQL, SQL, closed-won
    - And more!

    This webinar will include both a high-level overview as well as technical explanations for some of the most advanced charts we've built.
  • Carla Johnson: How to Apply Storytelling to Your Marketing Efforts Recorded: Jul 3 2018 8 mins
    Carla Johnson, Keynote Speaker, Marketing Expert and Chief Experience Officer for Type A Communications
    Carla Johnson, keynote speaker, marketing expert and Chief Experience Officer for Type A Communications gives us a deep dive into storytelling, something that should be a critical piece in any marketers’ toolbox. Carla, one of the foremost experts on the topic, explains what storytelling is in terms of marketing, why it’s effective and how to make it part of your marketing process.

    In this interview Carla describes:
    A simple framework marketers can use to become better storytellers
    What an effective customer story looks like
    How to operationalize storytelling in your organization
  • BrightTALK's 2018 Webinar Benchmarks Report Recorded: May 30 2018 63 mins
    David Pitta, CMO at BrightTALK & Val-Pierre Genton, VP, Product Marketing at BrightTALK
    Webinars are a critical B2B content marketing strategy and as marketers become responsible for the customer journey, webinars are a valuable tactic for engaging prospects and customers at every stage of the funnel. Webinars drive high value leads at the top, and deliver compelling customer stories at the bottom of the funnel.

    For our 2018 Benchmarks webinar, we’re doing something new. We’ll review data points from an analysis of 12,000+ webinars in the last year and we'll also share interviews from marketers who are the very best in the webinar business. You’ll learn what makes their initiatives successful, from strategy and process to promotion and follow up tactics.

    Join us to learn the latest on webinars in 2018, including:

    - The best days and times to hold and promote webinars
    - Best practices on webinar content and event duration
    - How the best marketers build scalable, successful webinar practices that drive engagement and revenue
  • State of the MarTech Stack 2018 Recorded: May 2 2018 55 mins
    David Lewis, DemandGen, Jessica Cross, Rollworks, Erik Smith, Treasure Data and David Pitta, BrightTALK
    We’ve all seen the explosion of marketing technology companies over the past several years, clearly illustrated in Scott Brinker’s Marketing Technology Landscape that grew from 150 companies in 2011 to over 5,000 last year.

    Today, we’re seeing many marketers who have been part of the martech tool buying spree in recent years take a step back and assess both how their stack works together and if they’re getting ROI from each piece. On the other hand, exciting developments in Artificial Intelligence (AI) have added capabilities and enhanced others.

    So how do we make sense of the martech landscape today? How do you build a stack that answers business needs and takes advantage of cutting edge technology?

    We’re excited to feature David Lewis, CEO of DemandGen, a leader at the forefront of making sense of today’s marketing tools for his clients, along with several innovative marketers who will discuss:

    - Martech’s evolution in recent years
    - Building a stack that makes business sense and delivers ROI
    - Where martech is going, notably the impact of AI
  • Operationalizing Sales & Marketing Alignment Recorded: May 1 2018 46 mins
    Matt Heinz, Heinz Marketing Inc, Adam Koster, BNY Mellon, Matt Wellschlager, Ceros and Victor Baglio, BrightTALK
    When asked if they have good Sales and Marketing alignment, many leaders would quickly nod their heads. "Of course we do!" But when it comes down to it, is that alignment real? Are there clear SLAs in place for the treatment of leads and opportunities on both the Sales and Marketing sides? Is the impact of that alignment measurable? Do lead flow, reporting and other critical operations plumbing work as they should? How does this need to evolve as marketing is being asked to support growth across the customer experience?

    We're excited to feature noted Marketing and Sales expert Matt Heinz, who will moderate a roundtable with visionaries from both functions where we'll discuss how to make tangible, measurable Sales and Marketing alignment a reality.

    In this roundtable we'll cover topics like:

    - How the best teams have operationalized Marketing and Sales' responsibilities
    - How to measure the Marketing's influence at all stages of the buying cycle
    - Which operational pitfalls to avoid
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    Liz Miller, SVP, Marketing at CMO Council will host a lively roundtable with several notable CMOs. In this session we'll explore why this shift is happening, how businesses should think about these leadership roles, and what this means for Marketing as a whole.

    You'll learn:
    - How the emergence of key technologies has powered the shift to CGOs and revenue-focused CMOs
    - How the need for growth influences breaking down old siloes across organizations and placing big bets on innovation
    - What a CGO does and whether your company needs one today
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  • Title: Marketing Technologies in Financial Services
  • Live at: Jan 24 2014 3:00 pm
  • Presented by: Lindley Gooden; John Humpish, Olivier Choron, Stuart West, Paul Fennemore
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