September 28, 2022
Develop a world-class content engine
B2B buyers have been continuously evolving well before the current digital transformation. As they look to increase opportunities and decrease risk for their organizations, these buyers can have a seemingly insatiable need for information and other assistance – creating a constant challenge for organizations looking to keep up. To consistently attract buyers’ attention and deliver on their specific journey needs, you need the ability to innovate across many variables.
In the Content track, you’ll learn how to create a content engine that more effectively engages your buyers. Using insights to drive better personalization and improved processes for optimization and scale, we’ll help you develop world-class delivery and differentiation capability.
8:00 AM EDT / 1:00 PM BST
Fuel Your GTM with Credible, Data-Driven Content
John McKnight, EVP, Research & Analyst Services (Enterprise Strategy Group)
Kelley Damore, Chief Content Officer (TechTarget)
Your GTM’s competitive effectiveness depends on the insights you have for fuel. To better connect your solutions to real buyer needs ─ and do it in ways that support them throughout their buyer’s journeys ─ you must address product-market-fit, solution gaps, buyer challenges and more. So, while input from your own campaigns and website provide a solid start, to deliver the digital content your buyers need today, you need to do far better.
Join John McKnight, EVP, Research & Analyst Services at TechTarget’s Enterprise Strategy Group, for an in-depth look at how GTM teams should tap into quantitative, qualitative, and the best sources of behavioral data to generate positioning, messaging and asset deliverables that win. As a special guest feature, we’ll also hear from TechTarget’s Chief Content Officer, Kelley Damore, as she highlights how her world-leading enterprise tech editorial team uses its own approaches at massive scale.
9:00 AM EDT / 2:00 PM BST
There is one thing that every marketer must face and that is content will never be a differentiator. However, your approach and process to content just might be. Let’s discuss how modern brands are actually creating competitive advantage with a systematic approach to creating, managing, activating and measuring content. Let’s explore a step by step approach to building the right content operation.
*Examples of evolutionary approaches for building ecosystems of content, rather than siloed channels
*A step by step approach for how you can develop a B2B content operation that differentiates your business
*How an intelligent content operation provides the foundation for a measurable content strategy
10:00 AM EDT / 3:00 PM BST
Using Audience Insights to Drive Value at Scale
Kate Jacobsen, Sr. Marketing Programs Manager (BrightTALK)
Olivia Dassler, Director of Marketing Programs (BrightTALK)
Buyer behavior has evolved rapidly in the last decade. B2B buyers have embraced video-based content consumption in recent years and the emergence of new technologies has made creating content easier and cheaper than ever before.
Today’s marketers need to leverage data to their advantage if they expect to stand out in our crowded B2B space. Join BrightTALK’s marketing leaders as we explore how professionals are consuming omnichannel content, outline proven tactics to drive increased demand, and demonstrate best practices for successful webinar, video, and virtual event programs. Learn not only how and where buying teams conduct pre-purchase research, but how marketers can operationalize those insights to best reach and educate their audience.
11:00 AM EDT / 4:00 PM BST
The Intersection of Your Brand, Reputation and Sales Results
Jeff Kunken, VP, Creative Accounts (BrightTALK)
Mary Shea, PhD, VP, Global Innovation Evangelist (Outreach)
Mario M. Martinez, CEO and Founder (Vengreso)
Even in B2B, brand is paramount. It’s how we get on the list for purchase consideration, build long-term connections with buyers, and extend our relationship into new areas. And true thought leadership can be a critical part of building a brand, especially when delivered by your people. By offering fresh perspective and credible expertise, your brand evangelists give you a competitive edge to win more mindshare and close more deals. That said, it’s a different kind of content often delivered via channels outside of the realm of focus for most teams.
Join Jeff Kunken, VP of Creative Accounts (BrightTALK) as he sits down with marketing powerhouses to explore how building a strong personal brand helps leaders compete in an ever-changing economy. They’ll discuss how true thought leadership helps maximize marketing influence, nurture target accounts, and bring in additional revenue by broadening your sales funnel.
12:00 PM EDT / 5:00 PM BST
Research shows that people forget 90% of your content after 48 hours. So how can they act on your message if they only remember a tenth of it? How do you even know which tenth they’ll remember?
Drawing on neuroscience insights, Dr. Carmen Simon shares practical techniques to help you create memorable and actionable messages. Join this session to learn the latest neuroscience research, based on both cognition and emotion, to understand why memory is mandatory in business and how to create memorable and actionable content. After all, what is the use of memory if people don’t act on it?
1:00 PM EDT / 6:00 PM BST
How ActZero.ai Creates More Pipeline with a Proactive Content Strategy
Tosan Martey, Director of Demand Generation (ActZero.ai)
Olivia Dassler, Director of Marketing Programs (BrightTALK)
ActZero.ai is a cybersecurity startup that businesses turn to for ransomware protection and 24/7 endpoint security. With clients across a range of verticals, including manufacturing, healthcare and financial services, ActZero.ai’s demand generation team must be tailored and adaptable when deploying their content strategy.
Join Olivia Dassler, Director of Marketing Programs at BrightTALK, as she sits down with Tosan Martey, Director of Demand Generation at ActZero.ai, for an in-depth fireside chat about content development and execution. Tosan will shed light on how to leverage a well-researched and versatile approach to content. Instead of traditional, reactive content plans, Tosan and team proactively nurture prospects and customers to build predictable pipeline and revenue.
11:00 PM EDT / 11:00 AM SGT (Sept 29)
Cut Through the Noise: Content Preferences in a Digital World
Shamim Narayan, Sr. Director of Product Management, APAC (TechTarget)
Sam Weller, Sales Executive (BrightTALK)
Think about your buyers. Buying a solution for their company is a complicated, risky proposition. That’s the reality that you’re selling into – by helping buyers move through the research process, great content accelerates it and increases your chances of winning. So what exactly is that content? What type of content do buyers prefer? And how can your team do better to produce them?
Join TechTarget’s Shamim Narayan and BrightTALK’s Sam Weller as they break down the latest data on content engagement in APAC. They’ll dig into how B2B professionals consume content, the types of content they prefer and proven tactics to drive increased demand, best practices for successful webinar, video, and virtual event programs.