The Marketing Measurement Lab

Most B2B marketers will agree that sound measurement is crucial when determining the success and ROI of your webinar programs. Today’s demand gen teams have thousands of data points at their fingertips, but pinpointing the right metrics and insights is easier said than done.

In this new BrightTALK series, The Marketing Measurement Lab, we’ll provide a clear and concise structure for measuring your programs and proving their impact on pipeline and revenue. Tune in for the premiere episode to learn:

- How to build the foundation for strong measurement.
- Key operational processes and tools that will streamline your approach.
- Best practices you’ll need to create and run your systems at scale.
- How the BrightTALK marketing team builds campaigns and contextualizes leads to drive sales pipelines and lead conversions.

Creating original content is essential to engaging and winning new customers, especially in today’s competitive landscape. But creating an effective system of content measurement and relevant goals can be challenging even for the most seasoned marketing team. Where should you start?

In the second episode of this BrightTALK series, you’ll learn a framework for developing data-driven content goals that will help generate more leads and conversions for your business. We’ll share best practices for creating content goals, leveraging industry Benchmarks and historical performance data, and help you create a content strategy that translates into long-term success.

In today's competitive landscape, it is essential for marketing teams to have the right measurement processes in place. Beyond just understanding the performance of content, marketers must also be able to prove their contribution to business growth and revenue.

In the final episode of our Marketing Measurement Lab series, we'll be digging into best practices for turning engagement with your content into long-term success and winning business. We'll kick things off with a look at several different attribution models that can help you connect your webinar programs with revenue. We'll then discuss how you can create long term engagement benchmarks that can guide your demand generation strategy.