Thursday 8th September, 2011
11:15am to 12:30pm
You’ve developed your content strategy and you’re primed to set world records for engaging prospects and transitioning them into sales opportunities. But, even with the best of intentions and the plan in hand, sometimes the translation to execution doesn’t deliver.
In this session, we’ll talk about what causes a marketing content breakdown, the impact it can have on results, and how to fix it fast. The B2B buying process involves more people, the cycle time is lengthening and the sources for information are exploding. To satisfy sales demands, marketing content must attract and sustain the intentional attention that motivates buyers to take next steps during at least 70% of their buying experience. You’ll learn which types of content to use at each stage and how to integrate your content assets into a consistent and engaging storyline that turns more prospects into opportunities your salespeople will pursue.
B2B Marketer, Content Strategist, Writer, Storyteller and Author of eMarketing Strategies for the Complex Sale bio from Twitter
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