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Content Marketing World 2012: B2B Track

Content Marketing World 2012

B2B TRACK

Stay up-to-date on the B2B track at Content Marketing World 2012. Sessions include:

  • Crucial Content Elements to Drive Your Marketing
  • Applying Company Positioning to Power Storytelling in B2B
  • How SAS Finds and Promotes Thought Leaders to Drive a B2B Community
  • Managing Global, Multi-Lingual Content on a Large Scale

Crucial Content Elements to Drive Your Marketing

Curt Porritt, Senior Vice President of Marketing, MasterControl
MasterControl

It’s an editor’s job to find the right expert for each article, blog, webinar and byline. And in today’s B2B space, those pieces should come together to tell a story about the product and shape the consumer’s beliefs about the brand. But that task can be daunting when NDAs (non-disclosure agreements) and restrictions from legal and the PR department – both yours and the expert’s – stand in your way. How can you overcome these obstacles to build a thriving B2B thought leadership community?

In this presentation you’ll learn the steps SAS’ External Communications has put in place to find and promote industry experts – practitioners from the field, analysts, professional speakers, consultants and in-house experts – to build a thought leadership platform that spans and supports all marketing editorial publications.

Read the coverage:

Applying Company Positioning to Power Storytelling in B2B

Ardath Albee, CEO, Marketing Interactions
@ardath421 | Marketing Interactions

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story, it’s about making it so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

B2B marketers are facing a business environment with an increasingly complex mix of channels and skills needed to create a content and eMarketing strategy that, when executed well, results in quantifiable proof to downstream revenues.

Read the coverage:

How SAS Finds and Promotes Thought Leaders to Drive a B2B Community

Waynette Tubbs, Managing Editor, SAS
@waynettetubbs | SAS 

It’s an editor’s job to find the right expert for each article, blog, webinar and byline. And in today’s B2B space, those pieces should come together to tell a story about the product and shape the consumer’s beliefs about the brand. But that task can be daunting when NDAs (non-disclosure agreements) and restrictions from legal and the PR department – both yours and the expert’s – stand in your way. How can you overcome these obstacles to build a thriving B2B thought leadership community? In this presentation you’ll learn the steps SAS’ External Communications has put in place to find and promote industry experts – practitioners from the field, analysts, professional speakers, consultants and in-house experts – to build a thought leadership platform that spans and supports all marketing editorial publications.

Managing Global, Multi-Lingual Content on a Large Scale

Pam Didner, Global Integrated Marketing Manager, Intel Corp.
@PamDidner | Intel Corp.

The challenges on larger brands to manage content on a global scale are almost unbearable. In this session, Pam Didner from Intel will describe the process that Intel uses to manage content on a global scale, including issues of both translation and localization, AND how to get employees in other countries to follow critical content marketing and brand guidelines.