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- A better marketing framework that allows you to actually understand your audience better, instead of going off outdated assumptions.
RecordedSep 16 202053 mins
Your place is confirmed, we'll send you email reminders
Pankaj “Rony” Srivastava, Founder & CEO at PracticalSpeak
In the rush to run “campaigns”, Marketing blends in the din of campaigns and loses sight of what’s truly important for creating lasting value. Successful campaigns become better and more efficient as they grow. They require less effort to continue to scale. Successful campaigns are those that build momentum. In this session we will discuss the blueprint for developing successful campaigns. We will share examples of successful campaigns that altered the shape of their industries.
In this session you will learn:
· How to build campaigns that are successful in the short and the long term
· How to identify and leverage the emotive and functional needs of our customers
We create content with the hope that it will resonate with our audience or at least grab their attention. But, we shouldn’t have to guess when it comes to what works and what doesn’t when creating marketing campaigns.
Join this intriguing talk as we discuss how to analyze your audience’s behaviors, what actually triggers them to engage, and how you can create a content strategy based on those factors.
Jeffrey Pease, Brand Advisor at Message Mechanics and Ramatu Kandakai, CEO & Founder of Tutu Brand Strategies LLC.
It has been said that playing the long game is the best shortcut. While it may seem that building a brand, becoming a trusted marketing source, and making good on your commitment to quality content is time-consuming, it will save your marketing team time and money in the long run.
Join us for this in-depth session as we discuss the best practices for long-term marketing engagement and tips on building actual relationships with your audience.
Panelists Thus Far:
Jeffrey Pease, Brand Advisor at Message Mechanics
Ramatu Kandakai, CEO & Founder of Tutu Brand Strategies LLC.
Nancy Harhut, Co-Founder & Chief Creative Officer at HBT Marketing
Do you follow all the best practices for email creation and still not get the response you want? That's because today there's more to success than targeted lists, compelling offers, and perfectly executed creative.
Today you need to know the decision-making shortcuts people use with email – the automatic behaviors that determine whether they open, read, and respond to it. Behavioral science research has proven people don't operate in rational, considered ways. Rather, readers cruise along on autopilot, with certain prompts sending us clicking in one direction or another.
In this example-jammed session, discover scientifically proven tactics that will get your target to open, read, and respond to your email without even thinking about it!
• Two ways to position your message for faster response
• How to turn a small "yes" into a big win
• When "negative" messages can have positive effects
• Why you'll sell more using Social Proof
• The journalists' secret that boosts email readership
Gordon Christiansen, Chief Operating Officer at Highlands
This webinar will take the audience through the modern consumer’s mindset and how the ‘power’ in the buying cycle has shifted over the years.
This shift has a profound impact on businesses today. We will walk through some key topics and examples that will help executives and marketers consider the best way for them to address these changes within their own company.
Paramita Bhattacharya, Chief Marketing Officer at Blurb
Today’s customer wants to be in control of their journey. In this webinar, Chief Marketing officer of Blurb, and former leader from Nokia, Hitachi and Adobe, Paramita Bhattacharya, will explain how to transform go-to-market through the lens of the customer and build a customer lifecycle journey and experience. How to breakthrough with a combination of content, design, technology and data and address each stage effectively – from acquisition, purchase, activation, retention and support – along with building longer term value.
Nicole Feldman - VP, Client Services, George P. Johnson & Joe Federbush – President, EVOLIO Marketing
Increasing an intent to purchase is often the missing piece of an impactful, business-focused marketing plan. Join us for tips + tricks on how to stack the deck in your favor to create an effective event plan that gets sales + marketing on the same page in order to move the needle.
Michael J. Collins, Managing Director and Chief Marketing Officer, CFA Institute
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
Carolyn Crandall, CMO and Chief Security Architect, Attivo Networks
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
• Best practices for collaboration
• Concepts to factor into performance tracking
• A few deep breathing techniques in case all else fails
Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy Group
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.
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.
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.
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.
Michael Lacy (BrightTALK), Kristen Rice (BrightTALK), Lydia Booz (BrightTALK)
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.
David Babakhanyan, Product Manager (BrightTALK), Roma Patel, Customer Marketing Manager (BrightTALK)
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
Morgan Burke, Product Manager (BrightTALK), David Babakhanyan Product Manager (BrightTALK), Roma Patel (BrightTALK)
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.
Jeff Kunken (Director, BrightTALK) Will Steinberg ( Co-President, Zinc Agency), Jen Reed (Marketing, BrightTALK)
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.
Darrell Alfonso (Marketing, Amazon), Nav Singh (Director, Marketing - Egnyte) Jacob Spencer (Director, Marketing - Tealium)
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.
Kevin Indig (Director of SEO, Shopify), Christopher Hart (iPullrank), Roma Patel (BrightTALK)
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.