Frost and amp; Sullivan awarded BrightTALK the 2020 North American Customer Value Leadership Award based on the recent analysis into global digital marketing communities. As the largest global platform for online B2B talks and events, BrightTALK encourages businesses with the technology to engage and convert their target audiences at scale. The company focuses on providing a content-rich environment that helps over 10 M professionals to learn, discover, and succeed by building and collaborating within the community. Its platform addresses artificial intelligence (AI)-generated insight and merges the needs of both demand and content marketers to help users generate content and target the right audience.
“BrightTALK builds professional communities around published content, such as the latest trends from thought leaders, to create a channel for interactive experiences. The platform connects nearly 10 million registered professionals who actively engage with live and recorded talks,” said Melanie Turek, VP of Research and Fellow in the Connected Work group. “By performing the dual roles of hosting and broadcasting online events, the company has established itself as a valuable demand generation tool that supplies engaged leads for content marketing campaigns.”
With self-service webcams, meetings, screen sharing, polling, questions, and attachments, the platform serves customers’ needs, while the white-glove, managed services team of BrightTALK ensures that custom events go off without a hitch. The live streaming technologies of BrightTALK have evolved from Windows Media, Flash, HTML5, and HLS streaming standards to cloud computing real-time communication standards (i.e., WebRTC).
Besides, it utilizes the capabilities of big data and AI to draw insights from both the operation and actions of the audience and content creator to provide reliable watch list recommendations. Ada, the AI-driven promotional engine of BrightTALK, makes suggestions to ensure the most appropriate content is presented to audiences. Moreover, its low entry cost and ease-of-use make it highly appealing to a large consumer cross-section.
As the organization understands the importance of providing a partner ecosystem of tools and technologies, BrightTALK is interoperable with various marketing automation and customer relationship management systems such as Marketo, Eloqua, HubSpot, Salesforce, and Pardot. Many of the employees in BrightTALK who function within marketing, sales, community, success, and support team users and customers of the company’s technology utilize their hands-on experience to offer a better product and client support.
“Along with embracing continuous learning and adapting to new technologies, BrightTALK’s executive team encourages the sharpening of soft skills such as creativity, critical thinking, communication, and empathy,” noted Turek. “By championing and enabling creative thinking and collaborative innovation, the company has positioned itself to drive teamwork and achieve long-term growth.”
The Frost and amp; Sullivan Best Practices awards recognize companies in various regional and global markets for showcasing superior performance and outstanding achievement in areas such as technological innovation, leadership customer service, and strategic product development.
To define best practices in the industry, industry analysts compare market participants and assess success through in-depth interviews, reviews, and rigorous secondary research.
