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"Business buyers don't buy your product, they buy into your approach to solving their problems." So how do you get your unique approach across?
Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. To engage business buyers, many B2B marketing executives invest in content marketing and hope to position their firms as thought-leading standouts in their market. But when they publish promotional information or tired case studies masquerading as thought leadership, results fall flat. Sharing big ideas and provocative positions on the issues buyers face is a foreign concept, because many B2B marketers tend to focus on features and benefits in everything they do.
How do the best marketing executives avoid this trap? They put chief-marketer-level focus on the purpose, commitment, and processes required to make the thought leadership component of content marketing a companywide story, not just output from the marketing team. Join Laura Ramos, VP and principal analyst serving CMOs, as she explains how to structure your content marketing efforts to drive real thought leadership that enhances your brand's reputation and draws in the right customers.
Agenda:
Vendors mentioned: Adobe, Deloitte, Digital Influence Group, Doremus, Forbes, Group SJR, Huddle, iCrossing, Kinvey, KPMG, Marketo, and Mercer.
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Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. But when business-to-business (B2B) marketing professionals publish promotional information masquer
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