Name: Measuring the Impact of Marketing Investments to Drive ROI
Start: 2021-10-21T12:00:00Z
End: 2021-10-21T12:00:52.000Z
Location: BrightTALK

Marketing experts share tips and best practices for achieving success with email, social media, demand generation, mobile marketing and other trending topics.

Part of what makes creating great content so challenging for marketers is the need to continuously engage and excite buyers. Finding new story ideas within the confines of a market, topic or product can feel near impossible – and failed attempts often result in decreased engagement. Similarly, journalists are constantly on the hunt for their next story or angle within the confines of their beat. What if there was a way to shift our thinking from merely creating to discovering compelling stories, much like a journalist does? 

In this episode of B2B Content Brilliance, Fiona O’Connor (Sr. Manager, Informa TechTarget) sits down with Bridget Botelho (Editorial Director, News Department, Informa TechTarget) to learn more about a journalist’s approach to finding stories and how B2B marketers can adopt a similar mindset to elevate their content, drive more engagement and convert buyers.

Think Like a Journalist: Finding Great Story Ideas

“Quality might not always be the right answer, but it’s always the right question.” As B2B buyers’ hunger for video content continues to grow, many marketing teams are looking for better ways to fuel their video content engine – and, often, the search for quality is a driving force. Yet there are other factors to consider in the quest to create video content that meets your objectives, whether you’re creating video in house or looking for a partner to fill the gaps.

Join Susan Smith and Jeff Kunken (Informa TechTarget) and BrightTALK's Greg Johnson as they discuss how video quality and content goals intersect and what you need to know to choose the right video services. They’ll tap into decades of combined experience to share how to set the right objectives for your video content and set your team up for success. Plus, they’ll break down different types of video services and budgeting strategies, how a good vendor compares to a true partner, and when to engage them.

The Quality Question: Vendors, Partners and Understanding Your Video Objectives

Quick: you only have seconds to capture a buyer’s attention. What story do you tell? That’s the challenge facing marketers today. In a noisy marketplace, how can you create content that makes your brand stand out in less time than it takes to microwave a burrito? 

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the webinar series pulling back the curtain on B2B production in the marketing world. In this episode, we’re sharing best practices for using video and animation to maximize your social media strategy. From managing the classic “thought leadership” vs. “sales-y” tightrope to developing modular content that can go the distance, our experts will share plenty of tips and tricks to help you stop the scroll.

Video that Clicks: Creating Content for B2B Social Media

When it comes to B2B video content production, design and marketing folks often throw around the saying, “perfection is the enemy of progress.” But when we think about visual content, great execution goes hand-in-hand with success. Creators must then find a way to balance quality with scale, amidst the pressures of limited time and budget.  

In this webinar, join Fiona O’Connor (Sr. Manager, TechTarget) and Ben Hillman (Executive Producer, Paddle) as they discuss the realities of B2B video production and what it takes to create great videos. Discover how Ben and his team at Paddle build high-quality content to attract and engage their target audience, so you can bring these tactics into your own video program to generate real ROI, no matter your budget.

Perfection vs. Scale: Achieving Balance in B2B Video Production

If you’re a content marketer, you can probably relate to that feeling of being on a hamster wheel – focused and working hard but knowing the pace is unsustainable – and needing to find an off ramp. You’re under pressure to keep your content fresh, generate content in different formats, personalize content for target buying teams, or just generate more and more assets. Or maybe you’re challenged to come up with new ideas and topics that will resonate with your audience. You (rather quickly) surmise that you don’t like being a hamster.

With all the hype around artificial intelligence, you’re probably wondering if generative AI (GenAI) can solve your content creation problems. However, many B2B tech buyers are wary of AI-generated content and, in response, are leaning into expert-authored content. So, if AI isn’t the panacea (and you don’t want to be a hamster), how do you get a sustainable stream of the right content to engage your target audience and move them swiftly to a decision to purchase your solution?

In this episode of our B2B Content Brilliance series, Lauren Whitehouse (Enterprise Strategy Group) and Susan Smith (TechTarget) talk about “classic” content – its characteristics, why you need it and how to create it for each stage of the buyer’s journey. They’ll look at the role of subject matter experts in creating this type of content and how it can make your content engine more efficient.

Classic is Cool: Lessons in Content Marketing

A great presenter can elevate a brand faster than almost anything else, but identifying the right speakers can be difficult for even the most experienced program planners. Plus, once you've identified your perfect presenter, how do you even get them on board?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll dive into all things speaker recruitment. From identifying and cultivating both internal and external presenters to templates for making and tracking your requests, we’ll cover everything you need to build and maintain a bench of expert talent.

Build a Better Webinar: Recruiting Speakers

In this edition of B2B Content Brilliance, TechTarget CMO John Steinert is joined by Chief Creative Officer Victoria Azarian (Cannes Lions, Effie, One Show). One look at her work and you’ll understand why it’s accelerated millions of dollars (and likely billions) in value for clients and for their customers.  

Our latest strategic session in this series examines the importance (and challenges) of using graphic design to help successfully communicate promises of value. The goal is to aid marketing and business leaders like you in identifying substantive design gaps and the impediments standing between where you are and where you want to be. We look to help you better recognize these, consider them, and articulate them to other leaders towards successful implementation of business-critical improvements.

Good Design is Good for Business

It’s amazing to realize that Forrester research shows Millennials and Gen Zers made up 71% of B2B buying teams in 2023. What’s more, their clear preference for video-based content means that in your content portfolio, video is absolutely critical as a source of information for B2B decision making and vendor selection. And our own research shows clearly that busy executives are also consuming more video: Across tech buyers, 48% say webinars and 31% say video are the most important media formats they use to build a vendor shortlist. Suffice to say that in the absence of a good video-based content strategy, marketers will struggle to capture these buyers’ attention, get on their short list and influence their purchasing decisions.  

In the next episode of B2B Content Brilliance in Action, join Jeff Kunken (Vice President Integrated Solutions, TechTarget) and Susan Smith (Senior Director, Product Marketing, TechTarget) as they discuss how to design effective video-based content and overcome common impediments to creating a successful video-based content strategy. Jeff will draw from his experience at the Sundance Channel and IconicTV and share examples of how BrightTALK’s Studios team develops compelling video, webinars and virtual events for our customers. You’ll walk away with practical tips on how to create a library of effective video content, within your budget and timeframe, that successfully engages buyers and communicates your solution’s value.

Drive Better Buyer Engagement with Video

These days there's no shortage of suppliers promising to build your brand, generate pipeline and alert you to the accounts who are in market for your solutions. But not all providers are created equal. In this panel discussion, we’ll arm B2B tech marketing and sales professions with an understanding of the landscape of potential partners across Asia Pacific. 

By attending this interactive discussion, you’ll learn,
  - The tactics commonly taken to derive intent for your offerings
  - How different types of providers generate leads for you
  - Ways to create local content that meets the information needs of buyers in region
  - Whether low cost always equates to low quality
  - The questions you should ask to ensure you’re evaluating potential partners properly

Panelists include:
  - Del Robles, Director, Media and Digital Activation, Just Global (Singapore)
  - Marcelo Loustau, VP, Growth Marketing and Demand, APAC, MOI-Global (Singapore)
  - Amadeus Guerrero-Pou, VP of APAC Sales, TechTarget (Sydney)
  - Jon Panker, Managing Director APAC, TechTarget (Sydney)

Making Sense of the APAC Media and Data Landscape

SonicWall is a well-established leader in the cybersecurity space. With over 30 years of experience detecting threats and protecting organizations of all sizes, the SonicWall team’s expertise and solutions are relied upon across the globe for boundless cybersecurity defense. And with threats on the rise due to a variety of factors, SonicWall’s marketing team has laser-focused on a content strategy that effectively educates and engages the right IT professionals.

Join this live session to hear how SonicWall’s Stacy Horton, Sr. Marketing Manager, Demand Generation, has tapped into the power of webinars to create engagement with target accounts, drive better sales-ready conversations and fuel more pipeline. We’ll delve into best practices for B2B webinar content creation and showcase the real impact it can have on brand awareness, lead generation and customer relationship nurturing. Discover how SonicWall’s strategic investments in webinar content have driven their marketing efforts and delivered measurable return on investment.

Winning with B2B Webinars: SonicWall's Content Marketing Playbook

Revenue development was conceived as a way to leverage one-to-many capabilities into more productive opportunity discovery. At its center, there was the concept of the MQL — which was easy for management to understand and track. So, we’ve all tried to find more and more MQLs, even though they’re now proven to be notoriously poor predictors. There has to be a better way! But with all the KPIs, systems and processes locking us in, change can be very hard. And yet for many companies, it’s starting to look like a must.

To learn from a leader who’s broken through, join TechTarget CMO John Steinert as he speaks with Michael Brown, head of Reltio’s Global Revenue Development organization. Hear why this world-class Master Data Management company needed to make the move past MQLs to buying groups and opportunities, how they accomplished it organizationally and systematically, and what their outcomes are to date. This transition that they accomplished in 60 days won Reltio a prestigious POY Award at this year’s Forrester Summit in Austin. It’s a must see for innovative GTM practitioners and leaders alike.

Demand Evolution: From Leads with Problems to Teams with Projects

A recent Enterprise Strategy Group survey found that 53% of IT professionals view IT as more complicated than it was two years ago. With an increase in remote work, a rapidly evolving cybersecurity landscape and a rise in the number of endpoint devices, many are turning to joint solutions to decrease complexity. And it is the role of strategic alliance and partner marketing teams to understand the evolving IT buying journey and to supply the right insights and content to aid the decision-making process.

Join Michael Latchford, General Manager & Vice President, Strategic Alliances & Partner Marketing Services of TechTarget as he sits down with partner marketing executives Laurie Mitchell of Wasabi, Meaghan Moore of ServiceNow, and Amy McNew of Palo Alto Networks as they discuss adoption drivers for integrated solutions, content strategy best practices and tactics for successfully fueling the IT buyer’s journey. You’ll also walk away with freshly unveiled research from Enterprise Strategy’s Groups survey on integrated partner solutions.

Guiding the IT Buying Journey: Strategies for Partner Marketing

Generative AI is going to be an effective tool for ramping up content volumes, but volume and impact are very different. All marketers need to be able to differentiate their solutions and align them better to customer needs or else a buyer won’t engage. Sellers need to maximize relevance and minimize noise in their interactions. Therefore, in order to have more effective marketing and sales, AI needs to help GTM organizations better understand what buyers want and need and then provision them with content based on the best possible insight.

Join TechTarget's VP of AI Strategy Paul Healey and VP of Content and Market Insights Ryan Bell, as they discuss what good personalization looks like and how TechTarget is envisioning the best way to help sellers and buyers alike using AI.

AI and Content: The Advantage is in the Data

It is the best of times and the worst of times. Despite more and more tools available to sales, the gap between potential productivity and actual productivity is rapidly widening. To make matters worse, direct buyer engagement is down significantly since COVID. But fear not, help is on the way. The emergence of generative AI, fueled by precision intent data and other data sources, promises to raise sales performance and increase productivity in dramatic ways. Whether you’re super-excited about the possibilities, somewhat scared for your job, or straddling the fence, it’s a session not to be missed.

Join Tech Target and guest speaker, Forrester Principal Analyst Seth Marrs as he describes key areas where he sees AI-driven innovation catalyzing positive change for sellers, buyers and their companies alike. He’ll outline the existing challenges, highlight the building blocks in place, and comment on the current status of change.

3 Ways AI is Revolutionizing B2B Sales

Although many go-to-market teams conceptually understand that the buying journey is far from linear, many struggle to adapt their strategies to the realities of today’s technology buying cycle. As purchase cycles increase in complexity and involve more buying team members, vendors need to ensure their marketing campaigns are aligned to buyers’ varying needs and that their sales teams are engaging the right members of the buying team at the right time with the right message.

VMware Tanzu is ahead of the curve when it comes to aligning marketing and sales activity to the non-linear buying cycle. With a laser-focus on real, observed behavioral activity, they’ve implemented a tech stack that supports their need to identify in-market accounts, engage individual buying team members and measure long-term results. TechTarget’s Christina Stone will sit down with Heidi Ramich, VMware Tanzu’s Director, Global Marketing Operations & Analytics, to discuss how the enterprise technology buying team has evolved, the importance of tapping into intent signals in a longer buying cycle, and the role of marketing in helping to make the "short list" for vendor selection. By the end of the webinar, participants will have a better understanding of how to leverage TechTarget and other key components of their tech stack to help get noticed in the non-linear buying journey.

How VMware Tanzu Aligns its Tech Stack to the Non-Linear B2B Buying Pattern

If we stay in our lane as marketers, succeeding at omnichannel marketing could seem like the key to reaching your strategic goals. And yet, especially in B2B, no business can succeed on great marketing alone. And while it’s always good to be laser-focused on our own specific functional tasks, especially in these days of digital interaction and data-driven automation, driving major improvements often requires a broader outlook or more holistic mindset. That’s why we believe today’s most competitive teams need to see beyond concepts like omnichannel delivery. And as an ambitious marketer, you should consider thinking this way too.

In this discussion between Terminus co-founder and GTM Partners CEO Sangram Vajre and TechTarget CMO, John Steinert, we’ll examine the learnings each leader has gained as they’ve built out their businesses and their thinking, from laser-focus at the start to the holistic GTM approaches they are actively championing today.

What’s After Omnichannel? How to Think Holistically About Performance

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

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

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

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

Reach 2021: Demand. Engagement. Impact.

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)

Demand Generation

Content Marketing

B2B Content Marketing

Webinar and Video Strategy

Sales Development

Marketing and Sales Alignment

Marketing Analytics

Marketing Operations

Digital Transformation

Data Architecture

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

Search engines are the top driver of traffic to content websites, beating social media by more than 300%. The BrightTALK search engine optimization community is a collection of webinars and videos focused on search engine optimization techniques. Join thousands of professionals in sharing and learning through SEO webinars. Engage the community further by participating in live webinars and obtaining answers to your questions from industry thought leaders.

Search Engine Optimization

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.

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

Marketing

Get powerful advertising insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date advertising industry knowledge and strategies that are driving brand and demand.

Advertising

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.

In today’s economic climate, successful small businesses need to overcome an array of challenges. Client dependence, legal issues, small business financing… as an entrepreneur, where can you find the information you need to help inform your decisions? In the small business management community, discover how you can create a successful small business from the business plan up!

Small Business

In the business management community, commercial experts will be sharing webinars and videos on an array of subjects. From sales and marketing, to finance, productivity and growth, this content will help you stay up-to-date with the current economic environment and provide timely management insight to drive business growth.

Measuring the Impact of Marketing Investments to Drive ROI

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About this talk

Media and Marketing