Speaker: Carlos Hidalgo, CEO ANNUITAS

If you are tasked with generating-and nurturing-higher-quality leads for sales this year and beyond, you can't miss this hands-on workshop that details a highly effective approach that focuses on content.

The run-down: In recent B2B marketing study by DemandGen Report, 46.5% of marketers cite "generating higher quality leads" as their top task for this year. The unfortunate reality is that many of these organizations will take a very tactical approach in the attempt to get there, but that's not the most effective way to increase high-quality leads and closed sales. Marketers must take a step back from tactics and develop a more strategic approach to their demand generation including a buyer-centric content marketing strategy.

In this half-day workshop, you will learn how to make the move from tactical demand generation to a strategic process focusing on a buyer-centric content marketing strategy. You'll discover case studies of companies who have done this and seen positive results. The workshop will also include breakouts with peers so attendees can apply the information you're learning in real-time, examining your own content and content marketing strategy and comparing to best-in-class examples.

In this Workshop, Attendees Will Learn How To:

• Define demand generation strategically
• How to build a buyer-centric content architecture from gained insights
• Identify the types of content that will connect best with your unique buyers throughout the buyer's journey
• How to align with sales throughout the entire Demand Generation Process