The sales funnel has become a precarious place. With up to 70% of buyers vetting all their buying choices prior to ever contacting sales, your content strategy to engage buyers with relevant and meaningful content is paramount to success.
Modern marketers understand that content is critical to driving site visitors, leads, and new business. But the challenge remains: how can marketers organize their content marketing efforts into a structured business process?
To answer that question, I’m leading a Lunch and Learn session at DemandCon in San Francisco on April 16th. My co-presenters, Jason Stewart (Director of Marketing at Demandbase) and Marina Antestenis (Director of Demand Marketing at inContact), and I will be discussing the seven foundational pillars of the content marketing process – Strategy, Process, Team, Ideation, Planning, Production, and Distribution.
A telling point about DemandCon is that the presenters speaking on demand gen best practices are also expert adopters of content marketing. They’re either driving their organization’s content strategy and/or utilizing the content their organization creates to drive qualified leads into their sales teams funnel. If you want get better at content marketing, check out these presenters and their companies and see how they operate:
George Stenitzer, VP of Marketing and Corporate Communications at Tellabs, will be discussing how digital content allows his organization win in an extremely competitive landscape.
Greg Forrest, Sr. Manager of Marketing Operations & Demand Center at Concur, will share his organization’s strategy for communicating marketing’s contributions to the business by linking marketing activities to demand generation, pipeline, and revenue.
Meagan Eisenberg, VP of Demand Generation as DocuSign, Inc., will discuss how DocuSign created a sophisticated automated nurture system with over 35 programs that maps the buyer’s journey to the sales cycle. Check out our recent interview to get a sneak preview of Meagan’s thoughts on lead nurturing.
Adele Revella, President and Founder of Buyer Persona Institute, will explain why marketers are focusing on buyer expertise to create real-time strategies and transition from tactical to strategic marketing
Jason Stewart and Marina Antestenis, my two fantastic co-presenters, will assist me in discussing the content marketing process. Jason will be bringing his unique insight on how Demandbase has transformed their ideation and process. Marina will be diving into how inContact created personas to align their marketing and sales process, which in turn now drives their content creation and management strategy.
Megan Leuders, VP of Global Marketing at LifeSize, will address how her organization is dealing with the challenges of organizing and structuring today’s changing marketing operations.
Dan Perry, Principal at Sales Benchmark Index, will be presenting a case study on how his organization has solved some of the biggest sales operations challenges companies are facing today.
If you happen to be attending, I hope you get a chance to drop by our session on Tuesday to say hi. If you’re unable to make it, I’ll be sure to upload our presentation slides to Slideshare. In the meantime, feel free to check out some of the great presentations already on our channel by content marketing and demand generation pros such as David Lewis of Demand Gen Global, Meagen Eisenberg of DocuSign, Michael Brito of Edelman Digital, and more.