Digital Transformation with Inbound: An Enterprise Guide

The friction between marketing and sales is real. A recent survey found nearly half of B2B marketers said their sales team doesn’t understand what is important to the marketing team, and 31% of B2B salespeople said their marketing team doesn't understand what’s important to the sales team.

Although sales and marketing serve different functions, it’s when they work together that companies see substantial improvement on important performance metrics: sales cycles are shorter, market entry costs decrease, and the cost of sales is lower. So how can these two teams stop battling and work better together?

Join Michael Collins CMO and Managing Director of CFA Institute for a fireside chat to understand how removing friction in favor of collaboration and staying laser-focused on customer needs and engagement can position for long-term marketing AND sales success.

Moderator: Marissa Pick, Founder of Marissa Pick Consulting LLC

It’s an age-old argument that sales never appreciates the leads that marketing delivers. There are never enough, and when leads are flowing in, the quality is not good enough. Conversely, marketing feels exhausted because they have done everything possible to deliver the best outcomes. This session will outline 7 ways to improve relationships and overall lead performance.

1. Planning alignment
2. Definitions alignment
3. Performance tracking and alignment on metrics
4. Regular meetings to discuss performance and refinement
5. Persona and buyers journey alignment
6. Messaging alignment
7. Respect each other as professionals in our trade

Session takeaways
• Best practices for collaboration
• Concepts to factor into performance tracking
• A few deep breathing techniques in case all else fails

In this session I will share practical tactics on and quantitative business outcomes from operationalizing ABM to achieve optimal marketing and sales alignment.

Take aways:
- Morning Coffee Dashboard
- Quantitative Business benefits of Marketing and Sales alignment
- 5 Imperatives of sales and marketing alignment
- 5 pillars of optimal Working model

The more you exploit the symbiotic nature of the relationship between marketing and sales, the more streamlined both organizations will be.
In this webcast we will visit what premium research tells us about the state of sales and marketing alignment. We will recast that thinking. We will think beyond alignment to symbiosis - the relationship or “living together” of two dissimilar organizations. Are marketing and sales so dissimilar in today’s environment?
This thinking applies to B:B, B:C and B:B:C organizations.
Takeaways:
In this interactive webcast, we will exchange ideas about strategic and very tactical steps that marketing and sales can take together to
• Streamline processes
• Improve CX
• Reduce time to close
• Increase profitable organic growth.
#wereallinthistogether!

No matter who you market to, they most likely have the same desire: to find out what the other guy is doing.
The pandemic brought on a world of uncertainty, and amplified that desire even more.
In this session, you’ll learn how Keywee’s marketing team doubled down on data-driven insights to drive high engagement and high quality leads for their sales pipeline amidst the chaos of the past year.

Engaging your audience on social channels can be a challenging puzzle, but when sales and marketing work together to develop effective messaging and visual content to cut through the noise to reach your customer, your business will see substantial improvement on overall performance metrics and customer engagement.

The human brain process images 60,000 times faster than text and 90% of information transmitted to the brain is visually based. Visual social marketing is the new standard for driving a deeper engagement across social media channels. This session will cover lead generation tactics for social media and give you clear tools & tips to get your marketing up to speed for the remainder of 2021.

Key Takeaways:
Review ways of developing visual content for social media channels to implement within your business planning.
Review B2B Lead Generation Tactics for Social Media.
Gain creative ideas to easily develop content to leverage without needing huge budgets.
Explore consumer engagement strategies to boost overall brand images and your company’s bottom line.

You have a webinar strategy in place, great! Now what? Now, it’s time to run them at scale in order to continue generating demand effectively. Stop worrying about day-to-day challenges that span time, resource constraints, content quality, or even operational logistics, and walk away with best practices that will help turn your lead and demand generation operations into a well-oiled machine.

Join us as we dive into a new product offering that can help you run your webinars effortlessly by alleviating the challenges of running a successful live experience from planning to live day. With over 15,000+ webinars and videos delivered on BrightTALK each year, we know what it takes to put on a good show and we’re here to help you do the same.

In a world that is doubling down on virtual events, your audience’s overall experience and ability to engage with your webinar content is becoming overwhelmingly important.
Since undergoing a complete rebuild over a year ago, the BrightTALK presenter platform has transformed its live presenting experience to be engaging and highly interactive as well. Over the past year, BrightTALK’s teams have continued to perfect the tool by updating and adding countless new features that are built to take your webinars to the next level. Join us as we take you through a deep dive into the Talks platform to showcase:

- How to generate demand more effectively
- New features and unique use cases
- Upcoming features on the product roadmap

Q1 is an exciting quarter for BrightTALK. In order to fit the needs of the ever-changing marketing landscape, we’re launching one of the largest individual releases to-date to streamline how you view and work within our platform.

We’ll sit down with two of our product managers as they take you through an overview of what’s changing, what’s to come, and how it will positively impact how your BrightTALK programs perform. You’ll get first-hand insights as well as the unique opportunity to get your product related questions answered.

Some marketers have turned to virtual events for years to engage their audiences digitally. In light of the pandemic, this marketing channel has surged in importance. With a greater focus on virtual events, marketers are innovating these programs with breakout sessions, polls, votes, stunning visuals, and celebrity speakers. Join this event to see why virtual events can easily become one of the most valuable and reliable marketing tools. We’ll dive into how to build an event strategy from the ground up to drive demand for your business.

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