Online Events: What We Have Learned
In June 2009 BrightTALK presented its beginners guide to online events – Webcasting 101. The webinar provided marketers with the basics of online events, including content creation, effective delivery and post event follow up.
Over the course of the past two years, developments in technology and access to content around the clock have continued to enable buyers to self-educate, bypassing traditional marketing communications. In response, marketers have turned to content marketing. By using online events as part of their strategy, marketers are able to understand who is interacting with their content, how they are interacting with it, identify who is engaged and who may potentially buy their product. Online events give marketers the opportunity to apply lead scoring systems, integrating the results into their customer relationship management systems and developing nurturing campaigns throughout the buying cycle.
Following these developments, we thought it was time to update Webcasting 101, sharing the insight and best practices that we have learned over the last 2 years. In the new, improved Webcasting 101 David Pitta, Senior Marketing Manager at BrightTALK, and David Kreitter, Demand Generation Coordinator at BrightTALK, guide us through the complete webcasting experience, from identifying your buyers and their needs to creating a destination where potential buyers will visit for compelling, relevant content.