The Basics of False Advertising

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.

Staying mindful about the mind and body can be challenging while working from home. Take a break from your day and join us for a Recharge Session with UK-based wellness expert Natasha Richardson as she demonstrates easy ways to focus your energy in order to maintain a positive outlook and energized body through at-home meditation and yoga.

2020 may have been chock full of uncertainty, but one thing is clear - video marketing has never been so powerful. Companies are doubling down on webinar content, experimenting with TikTok or Reel, and investing in short and long-form video creation. But when all is said and done, will marketers continue to prioritize video in the years to come?

Join our panel of experts as we discuss the rapid evolution of video marketing, how to cut through the noise, and where the industry will go from here.

Speakers:
Moderator - Jon Mycroft, Director, Creative Accounts, BrightTALK
Billy Cina, Managing Partner, Marketing Envy
Lara Martini, Board Member, Data and Marketing Association UK

Making strategic and efficient marketing investments will continue to be a top priority as we look ahead to 2021. With the fiercely competitive digital landscape, knowing how and where top marketers are investing will speak volumes.

Join this panel to see where top marketing leaders are planning to swing big in the coming year and where they are cutting back. While we won't share top-secret budget numbers, we will highlight how different marketing thought leaders are maximizing ROI across marketing channels in 2021.

Speakers:
Moderator - Paul Gilhooly, VP Sales, BrightTALK
Jess Bahr, Sr. Director, Growth & Analytics, NS1
Skip Fidura, CMO, OVERMORE Group

In the past year, nearly every marketer has been faced with a question: how can you effectively drive demand and crush KPI’s when no one's in the office?

As companies both large and small adjust to a new normal of remote work, join us for an expert panel that dives into how marketing teams worldwide are reallocating resources, pivoting goals, and aligning employees to drive revenue and provide value remotely.

Speakers:
Andy Wiggans,VP & Regional Managing Director EMEA, BrightTALK
Lauren King, CMO, Peak.AI
Pe'era Feldman, VP Marketing and Sales, Joonko

COVID-19 is potentially the single most impactful event in the history of digital marketing. While businesses have been prioritizing digital strategies and channels for years, 2020 has completely reshaped how professionals engage with brands, products, and content.

Join Paul Heald, BrightTALK CEO, and Dr. Dave Chaffey, co-founder and content director of Smart Insights, as they reminisce on the history of digital transformation, explore the future of B2B marketing, and discuss how to compete in an ever-changing economy.

Speakers:
Paul Heald, CEO, BrightTALK
Dr. Dave Chaffey, Co-Founder and Content Director, Smart Insights

What are the tools and processes necessary to put into place in order to start an ABM strategy? How should one build an ABM game-plan, and what factors should be considered?

In this presentation, hear from Angela Lee, Senior Marketing Manager at Linkedin to develop a blueprint to creating an impactful ABM strategy at your organization today.

You’ll also learn:
- The tips and tricks to creating an ABM strategy that drives immediate impact
- How to map content pieces to your ABM strategy
- Examples of how ABM is done at Linkedin

When you use content as a marketer, for it to be relevant it needs to elicit an emotional response. Anger, happiness, excitement etc. The only ads/blogs/webinars/pitches that are spammy are the ones that are not relevant. So how do we make content relevant to the user consuming it? Well, it turns out that it’s not the content that’s the problem, it’s who we are showing the content to. We simply don’t know our audience as well as we think we do. You can’t create great content until you first understand your who your audience is. Here’s what you’ll learn in this session.

- A simple (and a complex way) to look at your data to help you understand if your content is hitting the mark.
- How to avoid the content machine learning feedback loop bias. (How to get rid of your institutional/agency/copy bias out of the way).
- A better marketing framework that allows you to actually understand your audience better, instead of going off outdated assumptions.

The customer experience (CX) has become one of the most significant factors to turn customers into brand advocates. A significant component of creating a cohesive, enjoyable, informative customer experience is your content strategy: delivering the right content to the right customer contacts at the right time.

In this webinar, Launch Founder and CEO Christa Tuttle will discuss CX mapping and how to develop a content strategy that delivers relevant content at precise moments to maximize chances at creating true customer advocates. The presentation will include discussions about identifying and analyzing CX, hub-and-sub content creation, leveraging social media, content diversification and personalization, and more.

Standing out from the digital noise with engaging, valuable, and fun virtual event content can be challenging.

Join us to hear how the best in the b2b world are designing virtual events to drive business growth.

We will discuss:
- Re-imagining your event for a distributed audience
- Aligning content and demand generation strategy
- Converting engagement into sales opportunities
- Creating compelling offers for partners and sponsors

Moderated by:
Morgan Cantrell, Vice President & Regional Managing Director, North America, BrightTALK

Panelists include:
Paul Spiers, Founder & Host of the New P&L
Elyse Phillips, VP of Marketing, Zepl
Claire Umeda, VP of Marketing, Okera