Reach 2021: Demand. Engagement. Impact.

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

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

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.

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

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

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

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

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

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

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

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.

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

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

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!

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

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

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

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

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

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

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

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