Name: Theory, Functionalism, & the Secrets Behind 100,000 Demand Generation Campaigns
Start: 2021-10-19T09:00:00Z
End: 2021-10-19T09:00:44.000Z
Location: BrightTALK
Rating: 4.8

Informa TechTarget (Nasdaq: TTGT) informs, influences and connects the world’s technology buyers and sellers, to accelerate growth from R&D to ROI.

With an unparalleled reach of over 220 highly targeted technology-specific websites and over 50 million permissioned first-party audience members, Informa TechTarget has a unique understanding of and insight into the technology market.

Underpinned by those audiences and their data, we offer expert-led, data-driven, and digitally enabled services that deliver significant impact and measurable outcomes to our clients.

• Trusted information that shapes the industry and informs investment

• Intelligence and advice that guides and influences strategy

• Advertising that grows reputation and establishes thought leadership

• Custom content that engages and prompts action

• Intent and demand generation that more precisely targets and converts

Informa TechTarget is headquartered in Boston, MA and has offices in 19 global locations. For more information, visit informatechtarget.com. 

Most GTM leaders would agree that securing budget, getting buy-in from different stakeholders and successfully rolling out a new MarTech solution cross-organizationally is far from easy. And before you even start thinking about implementation, workflows and use cases, you must establish a strong business case for the technology that generates excitement from your go-to-market peers and support across your organization. The success and long-term adoption of the tool largely hinges on your ability to set expectations and clearly articulate the business need. Without this critical step in the process, it’s going to be hard to get all of the key stakeholders tracking towards the same goal. So how can you best approach building a business case for a much-needed solution? 

In this session, Panzura’s VP, International, Diego Devadas, will share his experience and practical insights on how he aligned cross-organizationally to build a strong business case for intent data and how he drove successful adoption. Diego will also discuss how cross-functional alignment doesn’t stop with the initial purchase of a platform and how Panzura is building a sophisticated roadmap to support other intent objectives across the business.

Panzura’s Story: Building a Business Case For Intent Data

As the market for intent data continues to grow dramatically, so do the possibilities for how we utilize these key engagement signals. With the scale of intent data expanding, we continue to see momentum in how intent is integrated within organizations, the speed at which we can act on surging signals, and the expansion of touchpoints. Join industry leaders as they strive to address how to effectively and efficiently predict their buyer’s needs using intent data and its signals.

Presenters:
• Sean MacKinnon, Director, Customer Success, EMEA (TechTarget)
• Anna Joanes-Cox, Associate Director, Strategy & Digital Marketing (Verizon Business Group)
• Meghan Weinreich, Manager, EMEA, ABM and Demand Generation Campaigns (Cloudflare)
• Suela Vahdat, Director of Marketing, EMEA (Contrast Security)
• Kiran Dhillon-Byrne, Director, Regional Marketing, EMEA, APJ & LATAM (Veracode)

Engaging Busy Buyers in the Age of Intent

There’s a lot of talk about AI’s potential to transform whole industries, and especially, to deliver faster results. Per the usual in marketing and sales, vendors of all stripes are jumping on the bandwagon, rolling out flashy AI-badged solutions. But faster doesn’t always mean better, especially given where we are right now. Let’s take this opportunity to level-set together. And let’s use Account-Based Marketing (ABM) as a sort of test case. What are some critical barriers to achieving better ABM ROI? What can be done about that now? And how could AI help, right now and in the near-term future? 

In this keynote session from Rebecca Kitchens (TechTarget’s President), we’ll contrast the pressure that’s on marketers to always go faster and bigger (because scale is a real ROI variable) and the very real need to do marketing better. We’ll take a closer look at TechTarget’s own AI POV, what we ourselves are doing, and the implications we think that has for tech go-to-market practices everywhere. For both your buyers and your companies’ brands and trajectories, our goal is to help you succeed now and in the future. Certainly, an important part of this will be about finding a good balance between humans in the loop and AI-fueled automation everywhere!

ABM, AI and the Path to Better Account Engagement

Today’s IT buyers often conduct their research independently and shortlist vendors without ever talking to a sales rep. As such, great content combined with an excellent distribution strategy can be your ticket to converting IT audiences into paying customers. Yet for many, this is easier said than done. This session will answer your most pressing questions around not only content creation and distribution, but also content’s direct impact on your bottom line.

Presenters:
• Jon Mycroft, VP, Integrated Publisher, EMEA (TechTarget)
• Louise Radoor Larsen, International Campaign Manager (Rubrik)
• Daisy Zhang, Global Digital Growth Manager (Radware)

Hacking Content: Strategies to Captivate in a Fast-Moving Tech Space

B2B go-to-market teams face many challenges: long buying cycles, many decision makers in the buying teams, opportunities that go dormant and fierce competition for a slice of a market. Yet, Cato Networks, a leading network security company, is growing remarkably despite all this. So how do they do it? 

Hear from Cato Network’s Director of Inbound Marketing, Daniel Bleichman, as he opens the playbook on how the team is able to leverage data-driven strategies in their integrated marketing campaigns to fuel growth. Daniel will share real-life examples and actionable insights on how you can utilize the power of intent data to achieve the maximum revenue potential across the buying cycle.

From Purchase Intent to Revenue: Cato Networks’ Winning Marketing Strategy

In today’s uncertain economic climate, B2B tech partner marketers are under more pressure than ever to hit aggressive partner pipeline targets while demonstrating ROI on partner marketing investments. Generating leads isn’t enough – effective follow-up is critical to engage top-of-funnel prospects and convert interest into opportunity. 

Throughout their careers, Angela Motiani (Head of Partner Demand Generation at Klaviyo), Kristina Onyon (Director of Partner Marketing at Cloudflare), and Rachna Gupta (VP of Marketing at HashiCorp) have faced this challenge head-on and cracked the code on what works (and what doesn’t) when it comes to with- and through-partner demand generation.

Listen in as these partner marketing visionaries sit down with Michael Latchford (GM & VP, Strategic Alliances and Partner Marketing Services - TechTarget) to share:

• Tips for leveraging intent data and account-based strategies to reach the right audience 
• Insights into the most effective program types for generating top-of-funnel leads
• Proven approaches for driving lead follow-up and conversion into pipeline
• Advice on creating demand at scale with packaged through-partner campaigns
• Guidance on the essential KPIs to track to measure campaign effectiveness

Building Partner Pipeline: How to Drive Demand With & Through Partners

It’s undeniable that Sales Development plays a crucial role in any B2B tech organization’s go-to-market strategy. Yet, how many of us really stop to think about SDRs as a powerful engine for personalization? As competition for mindshare and wallets gets fiercer, it’s essential to empower SDRs with the insights and data to engage accounts meaningfully and deeply.

In this replay from the Intent Summit, TechTarget’s sales and sales enablement leaders will pull back the curtain on some of the secret sauce they use to enable arguably the best teams in their category. Thanks in large part to the amazing intent insights available, every 6 months, they’re taking young folks right out of college and helping their outreach be super-relevant to buyers in record time.

Presenters:
Renee Tily, Senior Vice President, Sales Enablement, TechTarget
Olivia Dassler, Senior Director of Marketing Programs, TechTarget
Brian Dowling, Senior Vice President, Inside Sales, TechTarget

Last-Mile Personalization: Intent Insights and Sales Outreach

Even as competitors struggle to get their content strategies off the ground, Radware, a leading provider of security solutions for businesses of all sizes, is seeing 72X ROI from their webinar investment. How? Quite simply, they’ve maximized the magic of crafting captivating content, executing a strong promotion gameplan, and operationalizing follow-up from their sales team. 

Join Daisy Zhang, Global Digital Growth Manager (Radware) and Swaroop Iyer, Enterprise Account Director (BrightTALK) as they unpack the trick to Radware’s exponential webinar growth. Covering everything from content strategy to effective sales enablement tactics, they’ll outline the roadmap they’re using every day to convert engaged webinar viewers into paying customers

72X ROI: How Radware Works Webinar Magic to Generate More Demand

It is a tough time to be a B2B marketer in the tech space – you're not only tasked with supporting your sales team but also entrusted with shaping your prospect’s perceptions to keep your brand top of mind. Yet Utimaco, a global leader in providing trusted cybersecurity and compliance solutions and services, seems to have cracked the code, using the power of video to attract and captivate their audience with appealing content, a strong point-of-view and a winning promotional strategy.

The result? Their webinar program is seeing 800% year-on-year audience growth and an engagement rate 17x better than their closest competition. Hear from Utimaco’s marketing leaders as they open the playbook on how great webinar content is enhancing to their digital marketing strategy, driving more (and better) opportunities for their business and providing a stream of piping hot leads to their sales team.

Presented by: 

-  Philipp Harmuth, Head of Digital, Utimaco 
- Volker Gerstenberger, Director, Marketing, Utimaco
- Chris Tully, Account Manager, EMEA, TechTarget

17x the Competition: Utimaco’s Guide to Exponential Webinar Growth

Building a great account-based marketing strategy requires a deep understanding of your best-fit accounts, close collaboration among your go-to-market teams, and data-driven insights to power the tactics behind your ABM playbook. Sounds quite simple, right? But many marketers – although quite familiar with ABM as a concept - find themselves at a crossroads when planning and executing their ABM strategy.

In this webinar, F5’s Digital & Marketing Operations Director (EMEA) Olga Royenko and TechTarget’s Senior Account Manager, Jess Flynn, will dig into the nitty-gritty of what it takes to run successful ABM campaigns for a B2B tech brand. They will discuss how an intent data-driven approach allows F5 to be laser-focused on the best-fit accounts while engaging buying teams with tailored content and relevant follow-up.

F5’s ABM Playbook: How Intent Data helps to Shape their Strategy

Competition in the IT landscape is fierce. Your buyers are likely being bombarded with marketing messages and sales outreach on a daily basis. To effectively engage your target audience and improve the impact of your demand generation efforts, you must shift from sporadic marketing campaigns to a cohesive, integrated marketing plan to engage buyers throughout their research journey.

In this webinar, TechTarget’s Senior Account Director, Alex Leadbeater, will sit down with Helen Gilbe, Marketing Director, Proofpoint to discuss how combining different marketing tactics and efforts into a cohesive, integrated marketing strategy helps to engage and influence buyers more effectively and efficiently.

Mind the Gaps: Driving More Revenue with  Integrated Marketing

Any marketer understands the value of content today – especially in a murky technical landscape and uncertain business environment. But simply creating content is not enough. Content serves as an extension of your brand and it’s often a prospect’s first entry point to understanding your product or solution. Marketers have to think strategically and long-term to fully utilize the power of content so it generates deep engagement and drives the most important business outcome – revenue.

In this session, Alexandra Kory, Teradata’s Director of Demand Generation and Brent Boswell, TechTarget’s SVP and Managing Director, International, will deep-dive into top challenges EMEA marketers face when creating and distributing content. Additionally, they will look into the importance of content for not only capturing in-market buyers but also engaging a wider group of decision-makers so your brand is top-of-mind to ensure the long-term success.

How Teradata Harnesses the Power of Content to Generate More Demand

Great execution requires well-thought-through processes. And achieving great execution at scale requires that teams adhere to them. But stack complexity, systems choices and more can make things hard. So, while data and measurement should be a critical input for reaching high-performance, too often they become part of the problem.

In this replayed session from BrightTALK's Align Summit, TechTarget CMO, John Steinert, hosts a leader from the RevOps solution side and an operating guru from a super-scaled up tech vendor. They’ll share challenges they’ve experienced and methodologies they’ve developed to help teams achieve alignment for maximum business impact.

Engines of Alignment: People, Processes, Data and Measurement

So you’ve defined your target accounts for your account-based marketing (ABM) campaign — now what? In this webinar, we’ll explore how to activate your ABM plan and engage your ideal accounts with hyper-personalization and precision. You’ll uncover key strategies for sales and marketing alignment and learn how to leverage technographics and intent data to unleash the most effective tactics for your target accounts and channels. 

Join Matt Hogan, HG Insights’ VP of Growth Marketing, and Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement, as they share best-in-class strategies on:

• Going “Account-Based Everything” to redefine the Go-To-Market experience
• Leveraging technographics for account & campaign segmentation
• Using intent data to create hyper-personalized content & messaging
• Aligning sales and marketing teams to ensure ABM success

From Targets to Triumph: Key Strategies for Activating Your ABM Campaign

Content creation, SEO, brand profiling, tone and message structure, authenticity, and compromise - we'll connect on all these topics and more in this introduction to incorporating AI into your marketing strategy.  Through good and bad, AI advice is front-and-centre, and it's hard to structure the conversation and know what to utilise to save you time without compromising your brand and strategy.  In this discussion starter, we'll introduce some topics in the field on how to embrace - and maybe question - Generative AI.

5 Pitfalls and 5 Wins in Using Generative AI in Your Marketing Tactics

Content should be at the core of any marketer’s demand generation strategy. Yet, crafting an effective content strategy that actually drives deep engagement with potential buyers is no simple feat.

In this session, we will discuss the state of content marketing in EMEA and share practical guidance on choosing the right content topics, formats, and distribution methods to best influence desired business outcomes. You’ll hear how Akamai is addressing the content challenge, scaling content across different regions, and much more.

Harnessing Content to Strengthen your Go-to-Market

Today’s tech B2B marketers and sellers have more data, channels and tools available at their fingertips than ever before. But GTM teams often still struggle to tie it all together to address their unique challenges and goals.

In this session, local marketing and sales leaders will share practical tips and insights on how they tap into the power of data, including real purchase intent data, to align GTM teams and create winning demand generation strategies that drive positive business outcomes.

Connecting the Dots: Using Data to Drive GTM Teams’ Impact

To succeed in B2B marketing today requires a unique blend of expertise – equal parts creative strategist and data scientist. As buyer preferences continue to evolve and digital competition skyrockets, the best go-to-market teams are tapping into data in new ways to inform their ABM strategies and execution.   

Join Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement TechTarget, for fresh data and stories from the field on data-driven ABM. She’ll break down common data implementation and activation missteps, as well as debut new best practices for leveraging intent data sources to identify, target, and convert the best accounts in your TAM.

Supercharging ABM with the Right Data and Intelligence

The phrase ‘marketing and sales alignment’ is tossed around frequently in the B2B tech world. Everyone seems to agree that alignment is essential but few know how to achieve it - let alone scale a systematic, unified approach to business growth.

This session will peel back the layers of alignment to break down the myths that are likely holding many marketing and sales teams back. We’ve gathered industry experts to chat through practical tips for building alignment through every layer of your organization and we’ll even workshop solutions to common scenarios that can drive misalignment.

Featuring:
Olivia Dassler, Director of Marketing Programs, BrightTALK
Amisha Gandhi, SVP, Marketing, Tipalti
Doug Olender, SVP, Sales Strategy, Development, and Enablement, TechTarget
Allison Davis, Senior Manager, Demand Generation & Marketing Ops, Acrolinx

Misalignment Myths: How Marketing and Sales Teams Can Learn to Win Together

Even with a clear TAM and an excellent ICP in hand, Marketers face significant challenges in turning prospects into opportunities. So in the face of nearly insatiable pipelines, it’s no wonder that many turn to increasing lead volumes as their go-to approach for ‘feeding the beast.’ And yet these higher volumes can easily have multiple side effects that seriously undermine desired business outcomes. In fact, your lead management processes can actually kill much of your potential ROI.

In this webinar, we will identify common ROI-killing breakpoints in the lead generation lifecycle and then show how, together, a combination of better data and intelligent automation can dramatically improve opportunity creation and revenue yields. You’ll learn how to address:
- Nurtures that go nowhere because you lack either the insight or the resources (or both) necessary to segment and correspond with prospects in a timely and relevant fashion. 
- False negatives of many kinds that dead-end both real MQLs and often whole accounts where the demand is real but the process fails. 
- Opportunities left un-pursued at all because of major gaps in what Marketing can deliver and what Sales is able to understand as ‘gold’.

Featuring:
John Steinert, CMO, TechTarget
Sonny Dasgupta, Head of Product Marketing, Conversica

Beware of ROI Killers: Boost Lead Generation With Intelligent Automation

You’ve been here before. You spent hours perfecting the copy for your blog, email, or webinar only for it to fall flat after a few promotions. What went wrong?  More often than not, the secret to crafting powerful copy and content lies in the data. Writing copy that is relevant, compelling, value-adding and concise and doing so consistently requires an intentional process and constant testing.

Join Nick Markwith, Senior Director of Content & Analytics at BrightTALK and  as he offers practical advice on how to optimize content to drive more results with your audience. 

Topics will include:
- Why value-adding content never gets old 
- The right metrics to be monitoring for key stages of the promotion cycle 
- Tactics to grab your audience’s attention and keep it 
- Practical advice for optimizing webinars, virtual events and text-based formats

The Proof is in the Data: Strategies For Refreshing and Repurposing Your Content

In our changing virtual landscape, operational excellence in content programs, prospect follow-up, and reporting is crucial. Explore how to measure and monitor the impact of your team’s efforts to ensure your go-to-market strategy delivers for your business. Learn to identify critical KPIs for the new customer journey, measure success through lifecycle modeling and attribution reporting, and fully integrate your marketing operations stack for maximum results.

Featuring:
David Pitta, CMO, BrightTALK
Tanya Dracolakis, Director, Marketing & Sales Operations, BrightTALK
Grant Grigorian, B2B Marketing Analytics Consultant, SignalOn

Measuring the Impact of Marketing Investments to Drive ROI

The phrase ‘marketing and sales alignment’ is tossed around frequently in the B2B tech world. Everyone seems to agree that alignment is essential but few know how to achieve it - let alone scale a systematic, unified approach to business growth.

This session will peel back the layers of alignment to break down the myths that are likely holding many marketing and sales teams back. We’ve gathered industry experts to chat through practical tips for building alignment through every layer of your organization and we’ll even workshop solutions to common scenarios that can drive misalignment. 

Featuring:
Olivia Dassler, Director of Marketing Programs, BrightTALK
Amisha Gandhi, SVP, Marketing, Tipalti
Doug Olender, SVP, Sales Strategy, Development, and Enablement, TechTarget
Allison Davis, Senior Manager, Demand Generation & Marketing Ops, Acrolinx

You’ve been here before. You spent hours perfecting the copy for your blog, email, or webinar only for it to fall flat after a few promotions. What went wrong?  More often than not, the secret to crafting powerful copy and content lies in the data. Writing copy that is relevant, compelling, value-adding and concise and doing so consistently requires an intentional process and constant testing.Join Nick Markwith, Senior Director of Content & Analytics at BrightTALK and as he offers practical advice on how to optimize content to drive more results with your audience. 

Topics will include:
Why value-adding content never gets old 
The right metrics to be monitoring for key stages of the promotion cycle 
Tactics to grab your audience’s attention and keep it 
Practical advice for optimizing webinars, virtual events and text-based formats 

Featuring:
Nick Markwith, Senior Director, Revenue Operations, BrightTALK

In our changing virtual landscape, operational excellence in content programs, prospect follow-up, and reporting is crucial. Explore how to measure and monitor the impact of your team’s efforts to ensure your go-to-market strategy delivers for your business. Learn to identify critical KPIs for the new customer journey, measure success through lifecycle modeling and attribution reporting, and fully integrate your marketing operations stack for maximum results.

Featuring:
David Pitta, CMO, BrightTALK
Tanya Dracolakis, Director, Marketing & Sales Operations, BrightTALK
Grant Grigorian, B2B Marketing Analytics Consultant (SignalOn)

74% of professionals expect to attend virtual events at the same or higher rates in the future, according to the 2021 BrightTALK Benchmarks Report. This positions companies looking to capitalize on our fully-digital landscape squarely in the midst of a virtual event gold rush. Join us to explore how global brands rely on virtual events to fill their sales pipeline and what they’re doing now to prepare their event strategies for the future.

Featuring:
Jeff Kunken, Senior Director, Creative Accounts, BrightTALK
Jill Kunkes, Senior Sales Executive, Growth, Team Lead, BrightTALK
Rachana Patel, Senior Sales Executive, Growth, BrightTALK
Roma Patel, Customer Marketing Manager, BrightTALK

Future-Proofing Your Global Event Strategy

Remember that last email you sent your prospect? It’s one of 40 that the average enterprise technology buyer received from a vendor in the last week. And do you recall the last time tried to phone a prospect? It was one of 8 unsolicited weekly calls from a tech provider. It’s time to take the guesswork out of who to target and ensure your outreach stands out in an ever-more crowded marketplace. Intent data is giving B2B marketers and sales professionals a leg up. The way in which intent becomes part of everyday processes and the ability to leverage it wisely is a hallmark of today’s most successful B2B organizations. 

In this session you’ll see practical examples of how intent data is propelling marketing and sales activity. Three B2B technology industry leaders from TechTarget will arm you with easy-to-adopt tactics to transform how you engage with your prospects, resulting in more efficient pipeline creation and increased deal velocity.

Featuring:
Jon Panker, Managing Director, TechTarget
Romi Seher, Senior Client Consulting Manager, TechTarget
Tanmai Praanav, Senior Account Director, TechTarget

Engaging B2B Buyers in the Era of Intent

Recently the BrightTALK Marketing team dramatically scaled our content production abilities, generating nearly 2X as many webinars, videos, and virtual events in 2021 than in year’s past. What’s our small team’s secret? The proof is in the process.

Join us as we demonstrate the webinar planning and execution best practices you need to create and run your content production engine at scale. We’ll give you our team’s framework to set you up for success and prepare your team to capitalize on opportunities as they arise. Plus, we’ll detail actionable tricks to make planning your own relevant and engaging webinars as easy as possible.

Featuring:
Olivia Dassler, Director of Marketing Programs, BrightTALK
Kate Jacobsen, Marketing Programs Manager, BrightTALK

The Ultimate Webinar Workflow: Plan. Execute. Measure. Scale.

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 McNight, 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?

Customer acquisition and growth is hard work. Marketing leaders (and their teams) are surrounded by an echo “more, more, more” shouted from CEOs, CROs, Sales, and SDRs. But what do you do when you’ve tapped out your own reach? 

On the surface, the shift from building to buying demand shouldn’t be hard. It’s often easier to write a check and put the work on trusted vendors. But every seasoned marketer who’s made a bad investment decision knows, scaling through customer acquisition investments requires intentional effort.  And for those who haven’t properly built their own engagement engine first, buying demand can be disastrous. 

Join John and David, as they unpack their 20+ years of experience making build or buy decisions while crafting engagement engines at scale. 

They will share: 
- What can we learn from large-scaled audience engagement networks (what do they do well and how can we emulate)
- What are the (5) key ingredients to properly building your own engine
- What’s the impact of passive vs active participation in buying engagement from audience networks
- What’s critical in choosing trusted partners to scale through a buy strategy

Presenters:
David Pitta, CMO, BrightTALK 
John Steinert, CMO, TechTarget

Bigger, Faster, Better: Considerations for Scaling Up your own Engagement Engine

B2B Marketers have a huge challenge ahead of them when it comes to acquiring, nurturing and converting buyers while creating loyal customers for life. Join this lively, interactive session to learn the 3 key ways  B2B marketers can create robust nurture campaigns while creating a single customer view!

How to Optimize the Nurture Phase of B2B Customer Journeys

Customer acquisition and growth is hard work. Marketing leaders (and their teams) are surrounded by an echo “more, more, more” shouted from CEOs, CROs, Sales, and SDRs. But what do you do when you’ve tapped out your own reach? 

On the surface, the shift from building to buying demand shouldn’t be hard. It’s often easier to write a check and put the work on trusted vendors. But every seasoned marketer who’s made a bad investment decision knows, scaling through customer acquisition investments requires intentional effort.  And for those who haven’t properly built their own engagement engine first, buying demand can be disastrous. 

Join John and David, as they unpack their 20+ years of experience making build or buy decisions while crafting engagement engines at scale. 

They will share: 
- What can we learn from large-scaled audience engagement networks (what do they do well and how can we emulate)
- What are the (5) key ingredients to properly building your own engine
- What’s the impact of passive vs active participation in buying engagement from audience networks
- What’s critical in choosing trusted partners to scale through a buy strategy

Featuring:
David Pitta, CMO, BrightTALK 
John Steinert, CMO, TechTarget

It’s no secret that understanding the needs of your buyer is essential. From onboarding initiatives that ignite long term loyalty, to prioritizing existing relationships, marketers need to drive retention and further revenue. 

In this live panel discussion, Morgan will sit down with Julie Graham, Field Demand Generation Manager at Tealium, and Michael Collins, Managing Director and Chief Marketing Officer at CFA Institute for a rich conversation on lifecycle marketing. We’ll discuss:

- How to identify your buyers’ needs throughout every stage of the customer journey
- Prioritizing buyer satisfaction at every stage
- Top retention initiatives that are proven to work time and time again

Featuring:
Morgan Cantrell, VP & Managing Director, BrightTALK
Michael Collins, Managing Director and Chief Marketing Officer, CFA Institute
Ted Sfikas, Regional Vice President Of Solutions Consulting, Americas, Tealium

The Road To Retention: Customer Lifecycle That Lives On

Over the past 16 months, marketers have had to reinvent their GTM strategies and tactics to overcome new challenges. Account based marketing, in particular, has had to evolve. Last year was all about how to navigate ABM while the world was remote. This year the most successful marketers are leveraging ABM in new ways to keep up with the time and land and expand key accounts.

Join Morgan Cantrell, BrightTALK's VP & Managing Director as he sits down with ABM experts to learn what’s transpired in the last year and why now is the time to gain momentum by adopting this proven strategy.

Featuring:
Morgan Cantrell, VP & Managing Director, BrightTALK
Nick Bennett, Director of Account-Based & Field Marketing, Alyce
Tom Treanor, CMO, Treasure Data

How to Drive an Unparalleled ABM Experience

In this webinar, the CMOs of TechTarget and Hushly will examine 3 challenging scenarios facing B2B marketers face every day in their performance marketing programs. We’ll take apart the problem and put it back together again so that you’ll better understand exactly where you’re missing out and what you can do about it. Through a combination of the very best in intent-based targeting and platform-supported personalization you’ll see what’s making the campaigns of today better for buyers and sellers alike.

Featuring:
John Steinert, CMO, TechTarget
James Kessinger, CMO, Hushly

ABM Holy Grail: Intent Plus Personalized Experiences for Conversion Nirvana

Our B2B ecosystem is hyper-saturated with brands competing to engage a talented and sophisticated class of buyers. Companies succeeding today are those ready and willing to develop unique value propositions, make bold moves, and lean into their successes.

Join David Pitta, CMO, BrightTALK and Jann Martin Schwarz, Senior Director, Global Head, The B2B Institute, LinkedIn as they explore the future of B2B marketing and the fight to be best-in-class in an ever-changing climate.

Reaching B2B Buyers in an Unpredictable Era

It’s no secret that understanding the needs of your buyer is essential. From onboarding initiatives that ignite long term loyalty, to prioritizing existing relationships, marketers need to drive retention and further revenue. 

In this live panel discussion, Morgan will sit down with Julie Graham, Field Demand Generation Manager at Tealium, and Michael Collins, Managing Director and Chief Marketing Officer at CFA Institute for a rich conversation on lifecycle marketing. We’ll discuss:

- How to identify your buyers’ needs throughout every stage of the customer journey
- Prioritizing buyer satisfaction at every stage
- Top retention initiatives that are proven to work time and time again

Presenters:
Morgan Cantrell, VP & Managing Director, BrightTALK
Michael Collins, Managing Director and Chief Marketing Officer, CFA Institute
Ted Sfikas, Regional Vice President Of Solutions Consulting, Americas, Tealium

In this webinar, the CMOs of TechTarget and Hushly will examine 3 challenging scenarios B2B marketers face every day in their performance marketing programs. We’ll take apart the problem and put it back together again so that you’ll better understand exactly where you’re missing out and what you can do about it. Through a combination of the very best in intent-based targeting and platform-supported personalization you’ll see what’s making the campaigns of today better for buyers and sellers alike.

Featuring:
John Steinert, CMO, TechTarget
James Kessinger, CMO, Hushly

Reach 2021: Demand. Engagement. Impact.

Demand Generation is the building of process, modelled by behaviour, and honed by reasonability.  It is the complex weaving of content creation, copywriting, product positioning, and competitive comparison.  Just sprinkle some lack of budget/timeframe/content/patience practicality on top and you're got yourself a campaign!

In the right (and practical) demand generation model, both functionalism and theory have their place.  It is the blending of the two that drives real success.  In this webinar Byrony Seifert, demand generation expert and VP of Marketing and Product Delivery for TechTarget, will cover the cross over of theory and functionalism, and the secrets she's discovered from running over 100,000 demand generation campaigns.

Featuring:
Byrony Seifert, Vice President of Marketing, TechTarget

Theory, Functionalism, & the Secrets Behind 100,000 Demand Generation Campaigns

BrightTALK

Demand Generation

Content Marketing

Marketing and Sales Alignment

B2B Marketing

B2B Content Marketing

Marketing

Marketing Analytics

Technology Marketing

Data Analytics

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Theory, Functionalism, & the Secrets Behind 100,000 Demand Generation Campaigns

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