Name: Hacking Content: Strategies to Captivate in a Fast-Moving Tech Space
Start: 2024-06-05T11:00:00Z
End: 2024-06-05T11:00:35.000Z
Location: BrightTALK
Rating: 0

The BrightTALK Academy features the fundamentals of executing webinars and marketing best practices to develop channel owners into advanced hosts.

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

Webinars are incredibly powerful tools for B2B marketers, but sometimes a single webinar isn’t enough to sufficiently cover your chosen topic. And, if you want to be seen as an expert on the subject, you’ll want to make sure you’re providing a comprehensive overview.  

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through the value of developing a webinar series. From tips on topic selection to guidelines for branding your series, you’ll come away with actionable best practices for series development that will help you demonstrate your expertise and engage with your audience in a meaningful way.

Build a Better Webinar: Developing a Series

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

95% of marketers believe in-person events are crucial to achieving their company’s primary business goals, yet nearly half are unsatisfied with the results of their current event strategy and its impact on their company’s bottom line. This is especially true when you win the budget to invest considerable time and resources into a booth sponsorship at a large-scale conference. The ROI on your events shouldn’t feel so unpredictable.

“The secret to better, more reliable ROI,” says Steve Madeja, Creative Director (BrightTALK), “is actually using your investment – and your time in the booth – wisely. You need your event content to have the longest tail possible and great video is how you get that done.”

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the content series pulling back the curtain on B2B production in the marketing world. Together, they'll demonstrate how you can use conferences and tradeshows as an unparalleled opportunity to create product marketing collateral, capture content for demand generation, raise brand awareness on social media and collect customer or third-party validations.

Convention Wisdom: Using Video to Boost Event ROI

Rubrik, a leading cybersecurity company, leverages BrightTALK's Channels, Virtual Events and Lead Generation solutions to drive revenue growth by effectively engaging active audiences that are researching relevant solutions. Utilizing a comprehensive webinar strategy and storytelling tactics, Rubrik reached over 10,000 subscribers and has achieved 20% quarter-over-quarter growth in followers.

Hear from Louise Radoor Larsen, International Campaign Manager, Rubrik on how they tap into BrightTALK's active audiences to generate demand.

How Rubrik Finds Success in Leveraging BrightTALK’s Active Audiences

Most marketers agree that webinars are a key tool for facilitating deep and meaningful engagement with target accounts. Some marketing teams use webinars in an on-again-off-again, ad hoc fashion. However, the most successful application of webinars for ABM is a programmatic approach that offers a consistent theme and cadence. 

But, how do you actually plan a successful webinar series so it aligns to your revenue goals? And do you need a large budget and lots of marketing headcount to make these programs a success? 

In episode two, we’ll show you how, with the right preparation, you can build a webinar series that will drive target account engagement and make a case for why they should serve as a cornerstone for your ABM strategy.

Topics we’ll cover:
- How to build a webinar plan that meets your goals
- Why webinar series perform best (and aren’t more difficult!)
- Step-by-step guide for webinar planning success
- How to tie your revenue-centric KPIs to your webinar plan

Unlocking Deep Engagement: Creating an Always-On Webinar Series

Every time we communicate with prospective buyers, we’re making promises, consciously or unconsciously. Get them right, and you’ll grow buyer trust and brand affinity. Get them wrong, and you risk losing confidence and consideration. If your content isn’t delivering on your marketing goals, there’s a good chance that you’re either missing the mark on what your target audience is seeking or your content isn’t coming from a source that they trust.

In this webinar, Susan Smith (Sr. Director, Product Marketing, TechTarget) and Dave Gruber (Principal Analyst, Enterprise Strategy Group) will build on the research-proven “customer promise” concept (discussed in our Creating a Memorable Marketing Message that Lasts webinar), and provide actionable steps on how to improve your content and messaging. They’ll share proven near-term content options to bolster any tech marketing program, strategic approaches for developing promises that will resonate with target audiences, and a “good, better, best” framework you can put to work immediately to better understand and engage buyers, and build buyer trust in your customer promise.

Good, Better, Best: How to Deliver Great Content Marketing Outcomes

When it comes to your webinar series, branding isn't merely slapping a logo on a slide and calling it a day. It's about creating an experience that resonates with your audience from the get-go. The moment your audience lays eyes on your series, they should feel like they've stumbled upon something special—a carefully curated experience that speaks to their needs. 
 
In this episode of BrightTALK’s Build a Better Webinar series, we'll delve into the art and science of visual branding. Learn why it's crucial for your webinar's success and how to craft a cohesive visual identity that speaks to your brand and content. From your webinar registration page to your follow-up emails, consistency is key. Because in the world of webinars, it's not just about what you say—it's about how you look while saying it.

Build a Better Webinar: Branding a Series

In today’s largely digital buying environment, video-based content provides an opportunity to engage your audience, create valuable content, and reach new prospects for revenue growth. But with the rise in popularity of webinars, there's even greater competition to capture your audience's attention. 

Buyers are increasingly sophisticated and no longer fall for one-size-fits-all marketing campaigns or pushy sales tactics. Join a panel of webinar experts as we dive into the role that successful webinars play in creating authentic, valuable, connections with your audience. We’ll share a roadmap to creating authentic B2B webinar content that embraces your brand voice to more successfully engage your ideal buyer.

A Roadmap to Authentic B2B Webinar Content

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep?

In this new webinar series, B2B Content Brilliance we’ve gathered the best minds in B2B content and we’ll be exploring content from every possible angle, from using research to graphic design, and much more. In episode one, John Steinert (CMO, TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.

Creating a Memorable Marketing Message that Lasts

Marketers have only seconds to capture a buyer's attention. With no time to spare, how can you make compelling content that engages them at every stage of their purchasing journey?

Animation is your answer. Short-form animated videos elevate your brand, highlight your thought leadership, and promote your products. According to Hubspot, 96% of buyers report watching explainer videos to learn more about a product, with 88% being swayed to make a purchase.

In this webinar, we’ll share some tips and best practices for maximizing B2B animation and answer your questions, such as:
  • What do we mean when we talk about B2B animation?
  • Where can animation fit in our sales funnel?
  • How can I tell the most effective story?

Using Animation to Create Content Throughout the Sales Funnel

As many marketing teams move away from MQL and lead-based demand gen models, the focus has shifted to understanding what drives an account and the unique buying teams within it. TechTarget’s latest Media Consumption survey data can serve as a helpful guide for marketing and sales leaders looking to better understand how role and function dynamics can affect content creation and outreach.  

Join us as Senior Director of Market Research, Corey DeFreese, and VP of Product Innovation, Research and Insights, Katie Graybeal, illuminate the path with actionable tips for marketing and sales leaders looking to break through in 2024. They’ll cover:  

-The latest insights on how job level, function and other factors should influence how you look to engage buyers throughout the buy cycle.  
-Ways Marketing can enrich content to better bridge the buyer-seller divide. 
-A behind-the-scenes look at how tech buyers actually conduct research and how you can leverage the resulting data and insights to reach your objectives.

Decision-Making Dynamics: Roles, Buying Teams and the 2024 Tech Purchase Process

Effective panel presentations are an essential tool for B2B marketers. But, moderating panels is not as easy as it seems: staying engaged with the audience, keeping the conversation going, asking questions, managing slides, incorporating audience questions … it can get complicated, fast. 

In this episode of BrightTALK’s Build a Better Webinar series, we’ll coach you through creating an engaging dialogue with your panelists, whether you’re bringing in external subject matter experts or showcasing internal stakeholders’ expertise. From determining your session details to recruiting relevant speakers, we’ll discuss best practices you can adopt to help you simplify the process and set you up for success.

Build a Better Webinar: Moderating Panels

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.

In this replay from Reach 2022, John McKnight, EVP, Research & Analyst Services at TechTarget’s Enterprise Strategy Group, takes 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

In today’s highly cluttered and competitive vendor landscape, marketing leaders need thoughtful strategies for customer engagement and retention. Without strong brand recognition and clear differentiation from your competitors, your customer relationships are likely at risk. 
 
Join us as Senior Director of Market Research, Corey DeFreese, and VP of Product Innovation, Research and Insights, Katie Graybeal, tap into TechTarget’s Media Consumption survey data to unravel the intricate tapestry of vendor loyalty, customer satisfaction and differentiation in 2024. In this episode we’ll cover:  

-The realities of vendor loyalty today and the top reasons buyers switch vendors.  
-Understanding the real-time topics and trends that your buyers are engaging with, and how you can use these clues to shape your retention strategy.  
-Top purchase disruptors to be aware of and how to keep buyers satisfied.  
-Ways to use vendor loyalty insights to create a more effective content strategy.

Switch or Stay: Understanding Tech Vendor Loyalty and Customer Retention

In a world where guessing and actually knowing what tech buyers want are two very different things, you need the right data and insights to adapt your GTM strategy successfully. To thrive in 2024, marketers need to truly understand how tech buyers buy, what content will support them on their journey, and how to influence them where they consume buy-cycle information.

TechTarget’s new series, Navigating the Tech Buyer Journey in 2024, is specially designed to help marketers build laser-focused messaging and content that truly converts time and time again. Join Senior Director, Research and Market Insights, Corey DeFreese, and VP of Product Innovation, Research & Insights, Katie Graybeal, as they guide you through episode one of our new series featuring research from TechTarget’s latest Media Consumption survey. They'll dissect the evolving tech buyer landscape, including the impact of GenAI, and equip you with actionable strategies to:

- Better understand your audiences’ media preferences and where they are spending more of their time conducting research.
- Build a diverse, omnichannel content plan capitalizing on the format buyers crave the most.
- Understand where buyers place trust when it comes to GenAI and independent experts.

GTM Success in 2024: A B2B Guide to Tech Investments and Media Preferences

The best webinars tell a clear and concise story that captures an audience’s attention. You may be a seasoned presenter, but do you use the elements of good story telling to connect emotionally with your audience? 

This year BrightTALK’s Build a Better Webinar series continues with a look at key elements of successful storytelling. From tips to infuse the story arc into your script to examples of successful storytelling, we’ll cover best practices to build your script around your story – and capture your audiences’ attention.

Build a Better Webinar: Storytelling & Scripting

Today’s IT buyers often conduct their research independently and shortlist vendors without ever talking to a sales rep. As such, great content combined with an excellent distribution strategy can be your ticket to converting IT audiences into paying customers. Yet for many, this is easier said than done. This session will answer your most pressing questions around not only content creation and distribution, but also content’s direct impact on your bottom line.

Presenters:
• Jon Mycroft, VP, Integrated Publisher, EMEA (TechTarget)
• Louise Radoor Larsen, International Campaign Manager (Rubrik)
• Daisy Zhang, Global Digital Growth Manager (Radware)

Hacking Content: Strategies to Captivate in a Fast-Moving Tech Space

B2B Marketing

Content Marketing

Demand Generation

Marketing Analytics

Marketing and Sales Alignment

Content Creation

Content Delivery

Distribution

Buyer Journey

Buyer Personas

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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

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.

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.

Hacking Content: Strategies to Captivate in a Fast-Moving Tech Space

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