Tech Marketer Live

“Webinar fatigue” is a myth. Lead generation webinars continue to be one of the top sources of marketing-attributed opportunity pipeline for cybersecurity vendors. In fact, over 89% of technology buyers say webinars play a role in their purchase process. 

But using webinars to generate high-quality leads and pipeline requires that you execute effectively on all three phases of the event. You could miss the essential steps to plan for before, during and after the webinar. These steps are critical to maximizing your ROI. 

On this episode, CMO Geordie Carswell maps out how cybersecurity vendors can build a webinar-powered, pipeline-creation machine! 
-Learn why webinars are still driving the majority of marketing ROI 
-Get a step-by-step plan for using webinars to generate cybersecurity leads and pipe 
-How to avoid the most common mistakes when running webinars for lead gen

In this episode, Geordie Carswell, CMO at ActualTech Media joins Cybersecurity Marketing Society Founders Maria and Gianna to talk about the stuff no marketer wants to talk about right now: lead generation and content syndication! 

Can lead generation be a successful part of a demand generation strategy? Is there a right way to use content syndication for a cybersecurity audience? What are the strategies - and company qualities - needed to make these successful? Listen to find out!

The guest and hosts use their demand gen backgrounds to jam on webinars, content, and other forms of creating engagement with cybersecurity audiences: 

 • The relevance of different webinar topics 
 • Considering whether to go broad or niche based on specific goals. 
 • The importance of personalization and alignment in lead-generation efforts 

Plus…learn a little something about grocery store marketing 🤭

Listen for shop talk and laughs on today’s episode, and make sure to check out ActualTech Media! 

Replay from a recent webinar with ActualTech CMO Geordie Carswell and Cybersecurity Marketing Society co-founder Gianna Whitver

Wondering how you can get started in creating an integrated cybersecurity marketing campaign?

Successful campaigns create a strategy and plan that connect the content and demand generation tactics that ensure real results.

So, which channels should you leverage for cybersecurity audience? 

What should you measure and report on? 

How do you collaborate and navigate the organizational challenges that always seem to arise?

The webinar outlines the frameworks and considerations you need to put together to architect a successful integrated campaign.

This discussion includes: 

• Frameworks for how to build a full-funnel, integrated cybersecurity marketing campaign
• Repeatable and scalable process that drive results from awareness to revenue
• Details on what you really need to measure, why it matters, and how to report on it
• How to get internal alignment and collaborate so everyone can shine.

Veteran Cybersecurity marketer and Cybersecurity Marketing Society Co-Founder Gianna Whitver joins Geordie to discuss: 

• How to get your bearings and prioritize in a new marketing role
• What it's like to start and manage a B2B niche community
• The Cyber Marketing Society's upcoming Austin cybersecurity (CyberMarketingCon) marketer's conference
• & More!

Links:

CyberMarketingCon details
The Cybersecurity Marketing Society
Gianna's Linkedin

Join Geordie and the founder of Case Study Buddy as we discuss how to get impactful case studies done on time and on message.

• What are the elements of a truly effective case study?
• Common mistakes in case study development
• The advantages of strategic storytelling
• How to get stats when there's none readily available
• Length of case studies? What works best?
• Video vs. Written?
• Some of the best ways to leverage your case studies
• How do you get buy-in from clients to participate in case studies?
• Any tips for clearing internal approval processes at client organizations?
• How do you handle concerns from clients’ legal teams?
• How to leverage anonymous case studies 

Learn more about effective case study creation on Case Study Buddy's blog: https://casestudybuddy.com/blog/ 

On this rapid-fire new episode with B2B Marketing Expert Neil Patel, we dive into his advice on:

• How a new marketer can approach their B2B market
• How to prioritize your efforts (with so many b2b channels to pursue)
• How to differentiate your solution when others offer *roughly* the same outcomes
• Tips for ‘un-sticking’ opportunities in the sales and marketing funnel
• Predictions for inbound marketing in 2024
• Strategies for paid search in uber-high CPC niches
• How you should be directing your Linkedin budgets right now
• How to turn webinar registrants into qualified leads
• How marketers can use email drip sequences to keep leads warm 
• The challenges of scaling Reddit ads
• Short, plain text emails vs HTML creatives- What wins in B2B?

Work with Neil: https://www.npdigital.com and check out his blog at https://www.neilpatel.com

• Best Practices for cold outreach in B2B (what’s working / what’s not)
• How to make your messages stand out above the noise
• Cold outreach approaches/value for GTM teams at newer startups
• How cold outreach programs can augment/co-exist with your BDR/SDR teams
• How field marketing teams and partner/alliance marketing teams can leverage cold outreach for generating audiences for in-person, hybrid and virtual events, even in specific geographies that are tight
• Using cold outreach to drive attendance and registrations for your company’s user conferences 
• Iterating your messaging with AI to scale your variations 

Reach out to Eric at RevBoss at https://www.revboss.com

Webinars Don't Have to be Boring! 

We've run over 400+ webinars in the last 12 months and we've cracked the code to advanced audience engagement. Now, for the first time, we're sharing the exact strategies that get attendees to wake up, pay attention and personally engage with your webinar presenters and moderators! 

On this episode we'll share a webinar with the essential engagement 'tricks of the trade' with ActualTech's lead webinar moderator Jess Steinbach.

If you've ever felt like you need some fresh angles to get webinar attendees to sit up and take notice, you'll love what this fast-paced event has in store!

Episode 2: A discussion about the application of AI, specifically OpenAI's ChatGPT, in the field of marketing.

The hosts discuss how AI can significantly accelerate productivity by assisting in tasks such as content creation, ideation, and data analysis. They also discuss the potential concerns related to AI, including plagiarism and the accuracy of AI-generated content. The hosts highlight the importance of treating AI like a marketing intern, providing it with detailed instructions to improve the results. They also mention the use of third-party plugins, such as "Ask Your PDF," to enhance the capabilities of AI.

Key Takeaways:

• AI, specifically ChatGPT, can be a powerful tool in marketing, helping to accelerate productivity.
• AI can assist in tasks such as content creation, ideation, and data analysis.
• It's important to treat AI like a marketing intern, providing it with detailed instructions to improve the results.
• There are potential concerns related to AI, including plagiarism and the accuracy of AI-generated content.
• Third-party plugins, such as "Ask Your PDF," can be used to enhance the capabilities of AI.

Key Moments in the Podcast:

Discussion on the application of AI in marketing
Discussion on the potential concerns related to AI
Discussion on treating AI like a marketing intern
Discussion on the use of third-party plugins to enhance the capabilities of AI

Resources and Links Mentioned:

https://openai.com/
https://askyourpdf.com/
https://www.actualtechmedia.com/

The latest strategies for getting attendees to register and attend your webinars - and actually engage when they show up!