Name: Augment Your Data-Driven Marketing Strategy
Start: 2022-02-24T17:00:00Z
End: 2022-02-24T17:40:37.000Z
Location: BrightTALK
Rating: 1

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

Today’s empowered tech buyer is doing more before they ever engage with a sales rep. Exactly what are they doing? Which platforms are they visiting to collect pre-purchase research? With which types of content are they engaging? And how can you, as a technology marketer or seller, capture their attention before they are ready to talk to you. In this session, we’ll recap the APAC findings from TechTarget’s newly released Media Consumption survey and put those findings to the test by asking senior technology leaders in the region how the conclusions compare to their companies’ IT purchasing processes.

How B2B Technology Buyers Actually Buy: The Changing Purchasing Dynamic in APAC

Modern B2B marketing and sales teams face more pressure than ever before to drive true buyer engagement and maximize revenue opportunities. To drive the most pipeline and closed business, revenue teams must continue to adapt how they identify, pursue and manage real opportunities. 

Join our esteemed panel of demand gen experts as they explore the shortcomings of the traditional lead gen model and offer a framework for always-on, adaptable demand creation. In this keynote, you’ll walk away with:

*How to reorganize demand activities around buying groups rather than individuals.
*Best practices for aligning marketing and sales teams for better end-to-end opportunity management.
*How organizations are achieving almost 2x conversion rates and accelerated pipeline by focusing on buying groups.

Speakers:
David Pitta, VP Customer Enablement & Solutions Advisory (TechTarget)
Sarah McConnell, VP Demand Generation at (Qualified)
Tyler Lessard, VP Marketing (Vidyard)
Sara Ramlo Larsen, VP Marketing (Wolters Kluwer Health)

Modern Demand Strategies for Maximizing Opportunities in Today's Market

Marketing to the C-Suite is more important than ever amid the continuous disruptions of the post-pandemic economy. 
 
Executive-level decision makers are moving faster and shifting strategic focus in ways that require solution providers to keep up or get out of the way. But many organizations struggle to connect and build trusted relationships at the CXO level, thus limiting their ability to achieve the trusted partner status that clients value most.
 
Join Rob Leavitt for a deep dive on executive engagement that builds on Momentum’s extensive research with CXO decision makers and hands-on experience with executive engagement programs at some of the world’s leading B2B firms. The session will explore practical approaches to strengthening executive engagement in five critical areas for C-Suite success:
 
*Identifying and understanding the executives that matter most
*Creating content that speaks to executive priorities
*Enabling sales to engage at the executive level
*Designing the right mix of executive-level activities and experiences 
*Measuring performance for continuous improvement

Deepening Executive Engagement: Accelerating Demand with C-Suite Connections

Recently there’s been a lot of discussion in ABM and demand gen circles about buying teams – particularly around how to identify, engage and help bring the different members together. For Sales, the concept of targeting buying teams isn’t new. Sellers have long worked hard to influence buying group constituencies more effectively. In this webinar, we’ll hear two sales experts discuss how they use multi-threading to accelerate their own success. Your sellers will find this useful in optimizing their own approaches. Your marketers will gain insight into how their efforts can best support and complement sales actions.

Multi-Threading: How Sales Acts on Buying Teams

Historically, classic demand gen approaches, like marketing qualified leads (MQLS) and BANT (Budget, Authority, Need, Timing) have been at the center of how marketing organizations evaluate their effectiveness. Yet as buyers have changed – both in the number of purchasing decision makers and buying journeys overall – these approaches have not evolved to match the needs of the current B2B landscape. The result? Marketing and sales teams are leaving money on the table.

In this session, Terry Flaherty, Principal Analyst at Forrester will discuss where these classic demand gen approaches fail and why they may be limiting your teams’ actual revenue potential. You’ll hear recommendations on what changes in thinking need to be made with Marketing organizations and how teams can begin to implement those changes.

The MQL is Dead: Why and How to Focus on Buying Groups

In the digital age, the benefits of webinar-based demand gen strategies are clear. Companies of varying sizes and structures are tapping into this engaging content format to break down complex ideas, draw in prospects, and grow customer relationships. But is the success of a webinar program just about sharing great content? 

In reality, a true revenue-driving webinar program requires advanced planning and coordination across your entire commercial team. Join members of BrightTALK’s closely integrated marketing, sales, and customer success teams for a deep-dive into our demand generation playbook. They’ll talk through how to align during every stage of a webinar program to drive the maximum revenue potential from video-based engagement.

The ABCs of Webinar Lead Generation

As ABM matures, most B2B GTM teams are looking to apply the thinking more broadly across their practices and at greater scale. Likewise, while many practices don’t have the resources for a dedicated one-to-few ABM approach, they do have the need and desire to incorporate ABM principles where they can, to drive better results from specific types of accounts. In this session, we will look at how intent data supports the application of ABM principles within different functions and tactic sets for better outcomes across your ICP.

Refining Your Focus: Your ICP, Hybrid ABM and Intent

Think about your buyers. Buying a solution for their company is a complicated, risky proposition. That’s the reality that you’re selling into – by helping buyers move through the research process, great content accelerates it and increases your chances of winning. So what exactly is that content? What type of content do buyers prefer? And how can your team do better to produce them?

Join TechTarget’s Shamim Narayan and BrightTALK’s Sam Weller as they break down the latest data on content engagement in APAC. They’ll dig into how B2B professionals consume content, the types of content they prefer and  proven tactics to drive increased demand, best practices for successful webinar, video, and virtual event programs.

Cut Through the Noise: Content Preferences in a Digital World

Research shows that people forget 90% of your content after 48 hours. So how can they act on your message if they only remember a tenth of it? How do you even know which tenth they’ll remember? 

Drawing on neuroscience insights, Dr. Carmen Simon shares practical techniques to help you create memorable and actionable messages. Join this session to learn the latest neuroscience research, based on both cognition and emotion, to understand why memory is mandatory in business and how to create memorable and actionable content. After all, what is the use of memory if people don't act on it? 

Join this webinar to learn how to:
*Create consistent mental models to impact precision memory
*Appeal to the brain’s two pathways to attention and memorability
*Offer content that people like and want (liking and wanting are two different networks in the brain)

The Neuroscience of Memorable Content

Even in B2B, brand is paramount. It's how we get on the list for purchase consideration, build long-term connections with buyers, and extend our relationship into new areas. And true thought leadership can be a critical part of building a brand, especially when delivered by your people. By offering fresh perspective and credible expertise, your brand evangelists give you a competitive edge to win more mindshare and close more deals. That said, it’s a different kind of content often delivered via channels outside of the realm of focus for most teams. 

Join Jeff Kunken, VP of Creative Accounts (BrightTALK) as he sits down with marketing powerhouses to explore how building a strong personal brand helps leaders compete in an ever-changing economy. They’ll discuss how true thought leadership helps maximize marketing influence, nurture target accounts, and bring in additional revenue by broadening your sales funnel.

Speakers:
Host: Jeff Kunken, VP of Creative Accounts (BrightTALK)
Mary Shea, PhD, VP, Global Innovation Evangelist (Outreach)
Mario Martinez, Jr., CEO and Founder (Vengreso)

B2B Thought Leadership: The Intersection of Brand and Reputation

Buyer behavior has evolved rapidly in the last decade. B2B buyers have embraced video-based content consumption in recent years and the emergence of new technologies has made creating content easier and cheaper than ever before. 

Today’s marketers need to leverage data to their advantage if they expect to stand out in our crowded B2B space. Join BrightTALK’s marketing leaders as we explore how professionals are consuming omnichannel content, outline proven tactics to drive increased demand, and demonstrate best practices for successful webinar, video, and virtual event programs. Learn not only how and where buying teams conduct pre-purchase research, but how marketers can operationalize those insights to best reach and educate their audience.

Using Audience Insights to Drive Value at Scale

There is one thing that every marketer must face and that is content will never be a differentiator. However, your approach and process to content just might be. Let’s discuss how modern brands are actually creating competitive advantage with a systematic approach to creating, managing, activating and measuring content. Let’s explore a step by step approach to building the right content operation.
 
You’ll learn:
*Examples of evolutionary approaches for building ecosystems of content, rather than siloed channels
*A step by step approach for how you can develop a B2B content operation that differentiates your business
*How an intelligent content operation provides the foundation for a measurable content strategy

Content Strategy As Competitive Advantage In 2023

Your GTM’s competitive effectiveness depends on the insights you have for fuel. To better connect your solutions to real buyer needs ─ and do it in ways that support them throughout their buyer’s journeys ─  you must address product-market-fit, solution gaps, buyer challenges and more. So, while input from your own campaigns and website provide a solid start, to deliver the digital content your buyers need today, you need to do far better.
 
Join John McKnight, EVP, Research & Analyst Services at TechTarget’s Enterprise Strategy Group, for an in-depth look at how GTM teams should tap into quantitative, qualitative, and the best sources of behavioral data to generate positioning, messaging and asset deliverables that win. As a special guest feature, we’ll also hear from TechTarget’s Chief Content Officer, Kelley Damore, as she highlights how her world-leading enterprise tech editorial team uses its own approaches at massive scale.

Fuel Your GTM with Credible, Data-Driven Content

There’s undoubtedly a lot of hype surrounding the use of intent data to propel marketing and sales activity. Within the technology space, data is powering some key functions to accelerate prospect engagement and build more pipeline.

In this session, TechTarget’s regional director of client consulting will showcase the five top use cases where intent data is delivering measurable ROI. Additionally, she’ll be joined by an APAC technology marketing leader to shed light on how data is transforming the way marketing works and how it contributes to overall business. Attendees will walk away with a solid framework for building an intent data business case or fine-tuning how they currently utilize data within their organization.

Intent Data in Action Across APAC: 5 Use Cases You Should Know

Join us as John Steinert, TechTarget CMO, and Nate Spurgess, the Demand Marketing Manager at Service Express, discuss the evolution of Service Express’ marketing and sales efforts after implementing intent data as part of their go-to market strategy.

Building Demand Gen is Still a People Business

With so much efficiency-oriented technology being added to today’s stacks, a service provider often gets called in to help figure out how to actually make ROI happen. Hear from B2B Fusion Group’s Jon Russo as he discusses how Intent Data and his practice are coming together through systems and process improvements to deliver substantive, dependable ROI for clients.

How a B2B Marketing Service Provider Helps Clients Adopt ABM and Adapt to Intent

Hear from TechTarget’s own award-winning Customer Success experts as they bring you insights – major fails and fixes – from more than 6 years of intent data implementation leadership with thousands of users across the world’s greatest and fastest growing tech company go-to-market teams.

Adopting and Leveraging Intent: Lessons from Thousands of Users

Everyone knows how important Sales Development is to hitting their numbers, (especially when a pandemic makes us all have to get good at “digital”)! Yet how many of us really stop to think about SDRs as the remarkable personalization opportunity they truly represent?

In this session, TechTarget’s David Pitta and Brian Dowling will pull back the curtain on some of the secret sauce they use to enable arguably the best teams in their category. Thanks in large part to the amazing intent insights available, every 6 months, they’re taking young folks right out of college and helping their outreach be super-relevant to buyers in record time.

Last-Mile Personalization: Intent Insights and Sales Outreach

Empower your SDRs with the Right Data

Forward Thinking Marketing: Empowering Teams 2022

As a B2B marketers, having access to clean and accurate data allows for precise targeting and high-quality leads that minimize the time it takes to create new business. Clean data results in effective marketing, higher lead conversion, stronger prospect to customer relationships, and ultimately progress towards achieving ROI goals. 

Join BrightTALK's marketing team as we walk through the importance of data and how our team stays on top of our data hygiene. We'll walk through best practices on all things data and tools that help us stay on top of this foundational aspect.

Augment Your Data-Driven Marketing Strategy

B2B Marketing

Lead Generation

Demand Generation

Marketing and Sales Alignment

Marketing Strategy

Marketing Analytics

Webinar and Video Strategy

Data Analytics

Marketing and Sales Metrics

Content Marketing

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 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.

Marketing

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

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.

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.

Augment Your Data-Driven Marketing Strategy

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