Defending Your Spend: Building a Credible Spend Model

Running an effective marketing machine requires expert organization and processes. The perfect harmony of people, process, and technology is at the heart of any successful marketing campaign. This special session will dig into the tools and tactics marketing experts are leveraging to manage their marketing plans and resources.

With search behavior at an all-time high, competition for consumer mindshare is fierce. A sound SEO and website strategy are integral to attracting the right people to the right content. Join us for this session as we discuss the mechanics of successful SEO, content planning best practices, and user-centric website design.

The world has changed at a faster rate than ever before. This includes how we market to our audiences and manage our teams. Join us for an inspiring talk as we sit down with some of the most prolific CMO’s in the marketing world. We’ll hear about what they are focusing on this year to increase ROI and build better strategies to meet the needs of a changing market.

If a marketing campaign launches and no one is around to see it, did it launch at all? Many would argue that data should be your starting point when developing a targeted marketing program. In this thought leadership panel, we’ll dig into tactics for collecting, analyzing, and acting on campaign metrics. Insights from this session will help ensure that your teams are focusing on the right touchpoints and metrics in 2021.

Marketing attribution models and measurement can be daunting, but you can approach this methodology in a way that creates alignment across your business. Whether it’s creating short-term and long-term benchmarks for your marketing programs or determining overall ROI, attribution is powerful knowledge every marketer should be equipped with. Join this session for best practices for a winning B2B attribution model. We’ll be digging into various layers of campaign reporting to help your team understand and optimize programs.

Creating content is easy, but creating impactful content that builds relationships without faltering in engagement is not. In today’s era, not only do you want to create relevant content, but you want to position yourself as a leader in your industry and gain a reliable share of voice to push past competitors.

This session will focus on how to effectively cut through the noise and create content that provides value while standing out, ultimately enabling you to curate an audience following. We’ll break down survey data to understand people’s content preferences and how you can leverage these key insights combined with BrightTALK Originals to inform your own content planning for 2021.

Virtual events empower businesses to create connections with prospects and customers at scale. Without the cost or restrictions of an in-person event, you can target the right audience with relevant content all while capturing meaningful engagement data behind the scenes.

This session will showcase how BrightTALK will continue to fuel virtual event programs in 2021. We'll highlight recent marquee events to give you a taste of what's possible on the BrightTALK platform, as well as new features that will provide increased engagement and interactivity during events. We'll also be debuting sponsorship opportunities for our 2021 industry conferences called Community Summits.

Every marketing team wishes they had a crystal ball to see what 2021 will hold. How much money should you invest in acquisition? What level of engagement can you expect? What channels will continue to deliver next year?

In this session, we'll share our blueprint for driving success in 2021. We'll help you fuel your demand approach with a steady stream of webinars and virtual event programs that engage your core buyers. You'll get an advanced look at BrightTALK’s Blueprint tools and how effectively you can leverage each one in order to progress your team’s planning into powerful actionable insights. Topics include:


- Creating a demand waterfall
- Building a scalable content plan
- Designing webinar, virtual event and video content that stands out from the crowd

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 us for this engaging panel where industry leaders strive to address how to effectively and efficiently predict the future using intent data and it’s signals.

Speakers:
Moderator - Joseph McCarthy, Regional Sales Manager APAC, BrightTALK
Will Griffith, VP & General Manager APJ, Tealium
Priscilla Lee, Digital Marketing Manager, Demand Generation Programs, ServiceNow

Marketing's new normal has shifted to the next normal - and the change we’re experiencing is here to stay. But if we don’t know where we’re going, how can we devise strategies that prepare our team for success?

In this panel discussion, global thought leaders will discuss the rapid evolution of B2B marketing in 2020 and make their predictions for the future of our industry.

Speakers:
Moderator: Stuart West, VP & Regional Managing Director APAC, BrightTALK
Krishna Zulkarnain, Marketing Director, APAC, Cloudflare
Alexa Rzasa, Sr Campaign Manager, Respond Software

Every marketer wants “IT.” That creative spark that connects with customers in exactly the right way to sway minds and close deals. But, with the sheer amount of content our industry produces daily, how can creators identify this mysterious factor that leads a piece of content to stand out from the crowd?

Join us as we sit down with a panel of visionary leaders from content marketing powerhouses to discuss how they have strategically grown their businesses by cutting through the noise.

Speakers:
Moderator - Trent Warrick, Content Marketing Manager, BrightTALK
Cassandra Jowett, Senior Director of Marketing, PathFactory
Shayne Tilley, Senior Director of Marketing at 99designs
Matthew Woodget, Founder & CEO of Go Narrative

Customer marketing is gaining momentum as more organizations realize the true value of a function entirely dedicated to driving customer retention, loyalty, advocacy, growth, and more. Let’s dive into how this function can revamp and amplify traditional go-to-market strategies by effectively serving each stage of the customer lifecycle from acquisition to loyalty.

Speakers:
Moderator - Katie Nachtwey, Executive Vice President of Customer Success, BrightTALK
Alex Yakubov, VP of Marketing, Yubico
Jeff Raymond, Executive Director, Client Engagement, Launch Marketing
Ashley Ward, Director of Customer Marketing, LeanData
Scott Salkin, VP, Revenue Marketing and Partnerships, Gainsight

CMOs understand that even the most carefully developed plans rarely survive intact when their teams hit the inevitable bumps in the road. But the industry earthquakes of 2020 are something else entirely. Pre-pandemic priorities went out the window as CMOs scrambled to shift focus, budgets, and teams, and the aftershocks are likely to continue for quite some time.

So, what now?

Join this panel of all-star marketing leaders for an inside look at strategy and planning amid our profoundly unsettled environment. We'll tackle the tough questions we've all been grappling with over the past year, including:
- What matters most when disruption lurks around every corner?
- How flexible can plans be while still retaining clear focus and direction?
- How can we guide our teams to adapt and evolve in the face of continued uncertainty?

Speakers:
Moderator - Rob Leavitt, SVP - Consulting (ITSMA)
Jennifer Jackson, VP Strategy and Execution (Teradata)
Marianna Kantor, CMO (Esri)
Tim Minahan, CMO (Citrix)
Debbie Murphy, CMO (Gibraltar Industries)

Where do artists find their inspiration? How do brands tell the best visual stories? Join us for a Recharge Session with San Francisco based muralists Pheobe and Roxi of Pandr Design Co. as they show and tell about some of their best work and inspiration behind the creation.

Pheobe Cornog, Co-Founder, Pandr Design Co.
Roxi Prima, Co-Founder, Pandr Design Co.
Jen Reed, Marketing Programs Manager, BrightTALK

Events have been the cornerstone of many GTM strategies for decades. But how can event marketing continue to function with the economic, social, and health limitations brought on by the current climate?

This panel will take a fresh look at event strategy through the lens of 2021. Join us as marketing thought leaders from across the industry will discuss where in-person, hybrid, and virtual events will push event marketing in the coming year(s).

Speakers:
Moderator - David Edwards, Business Manager & Associate Managing Director, NY, BrightTALK
Melissa Goldberger, CMO, Capsule8
Eric Hadley, EVP Marketing, iHeartMedia
Nicole Feldman, Vice President Client Services, George P. Johnson
Deanne Martin, Senior Event Manager, Aerospike

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 us for this engaging panel where industry leaders strive to address how to effectively and efficiently predict the future using intent data and it’s signals.

Speakers:
Nick Fagan, Senior Director, U.S. Sales at BrightTALK
Parrish Blascka, Sr. Director, Demand Generation, Nasuni
Kathleen Schneider, CMO, Intent Derivatives
Akbar Jaffer, CMO, McKinley Consulting Group

Marketing's new normal has shifted to the next normal - and the change we’re experiencing is here to stay. But if we don’t know where we’re going, how can we devise strategies that prepare our team for success?

In this panel discussion, global thought leaders will discuss the rapid evolution of B2B marketing in 2020 and make their predictions for the future of our industry.

Speakers:
David Pitta, CMO, BrightTALK
Kyle Lacy, CMO, Lessonly
Mark Kilens, VP of Content and Community, Drift
James Watson, CMO, Immerse

B2B events have been through a transformation that’s both fast and furious, since the onset of the COVID-19 pandemic. And there’s little sign of the pace of change slowing down – if anything, it’s only speeding up, as digital events platforms accelerate development and buyers become more discerning.

So, where does that leave B2B marketers, who relied on physical events to build their brands, engage their audience and convert their leads? What must they do to build an events programme fit for 2021 and beyond? In this live webinar, we’ll explore how this critical challenge is likely to evolve, and how marketers (and salespeople) must respond to them.

We’ll examine:
- How to engage increasingly time-poor and discerning buyers with digital events
- How to prepare for the end of social distancing and a return to physical events
- How the events tech sector has responded to COVID-19, and how to find the right technology
- What exactly a hybrid event is, and what’s required to run one
- How to ensure new event formats continue to meet sales objectives

Speakers:
Joel Harrison, Editor-in-Chief, B2B Marketing
Helen Coetzee, Founder & CEO, MPG
Carolyn Morgan, Managing Consultant, Speciall Media
Faye Carter, Head of Experiential, Deloitte

Only 8% of companies can claim strong marketing and sales alignment, according to Forrester. If partnership across these to teams is essential to revenue growth, why does it seem to be so challenging to achieve?

In "Alignment Feud", BrightTALK’s marketing and sales teams will go head-to-head on how they’ve aligned on their priorities, created true collaboration, and overcome business challenges. This game show-style talk will feature a range of categories on topics that keep marketing and sales professionals up at night. We’ll dig into the results and share tips and tricks that have worked for the BrightTALK team.