Webinar creation and consumption are on the rise, according to the 2018 Webinar Benchmarks Report from BrightTALK, a content and demand marketing platform. The report, which analyzed more than 14,000 webinars posted to the BrightTALK platform over the past year, shows that webinar production has increased 40% and the average viewing time has grown 27% to 42 minutes.
BrightTALK upgraded its Marketo connector that is designed to automate data sharing between the webinar and marketing automation platforms.
BrightTALK's Marketo connector synchronizes once an hour, automatically sharing BrightTALK data with the Marketo platform.
The new features are designed to help marketers increase ROI by streamlining the production and tracking of webinar programs while enabling them to understand and act on the data provided by the BrightTALK platform.
BrightTALK also released new APIs and a software development kit to offer an open platform for marketers who want to integrate their webinar and video data with other systems. These APIs support the development of custom integrations for reporting, content and users.
Marketo’s marketing automation platform.
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The Marketo connector significantly decreases the time required to manually connect data from BrightTALK to Marketo. With this advanced integration, there’s no need to create a separate event program for each webinar or wait 24 hours for data to synchronize.
By using Marketo smart campaigns, tokens and emails, tasks such as sending a customized email alerting a registrant that a webinar is now available on demand can be set to happen automatically as soon as the live session concludes. For attendees of the live session, an email thanking them for attending can be similarly configured.
BrightTALK content is sharable and portable with embeds that can be used to add content to any website. Live webinars are instantly converted to recorded versions, which will generate 60% to 70% more leads from on-demand viewership.
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With more messaging being received and content being consumed on mobile devices, marketers are increasingly investing in tools that allow them to engage buyers across channels and platforms.
Recent statistics identify the reasons for this trend: According to Demand Gen Report’s 2012 Content Preferences Study, 84% of executives indicated they now use a laptop most frequently to access business-related content. In addition, 70% said they use a mobile phone to access content, and 49% use a tablet.
BrightTALK, a SaaS provider of webinar and video technology, recently released a new attachments feature that enables marketers to upload documents alongside their webinars and videos.
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More than 250 B2B marketers will come together next week in New York City for the inaugural Content2Conversion Conference, Tuesday, April 24 at The Times Center in Midtown Manhattan.
The sold out conference is an educational daylong event focused on empowering B2B marketers with strategies for mapping, developing and utilizing content marketing to nurture the buyer relationship and enhance conversions.