For the last 10+ years, we’ve been able to see first-hand how top-performing marketers use content and demand strategies for business growth. During this time, we shared their tips and tricks while also optimizing our own efforts for success. Starting with a modest marketing team and budget, we focused on continual improvement in how we use our own products and services to achieve growth. Now, with a centralized team of 8, we’ll share how we invested $600,000 last year to achieve $20M in pipeline and $8M in closed-won business from webinars and videos hosted on BrightTALK.
In this talk, we’ll share learnings from a decade of webinar and video experience: - Using a framework for: people + process = solutions - Identifying critical KPIs for content, campaigns, and operations - Establishing an optimal mix of content + demand tactics to meet growth objectives - Measuring success through lifecycle modeling and attribution reporting