Speaker: Peter O'Neill, Vice President, Principal Analyst, Forrester Research

This session will focus on marketing content that will make a difference to B2B organizations winning those large, complex projects: where salespeople are intricately involved; and credibility, trust and education are required characteristics of the whole engagement. Marketers supporting this process must not only create compelling content to be found by potential buyers; they must also develop content about their content which helps Sales to promote the content as well as inform them about its consumption.

Take-aways:

• Marketing content is not only for inbound marketing lead origination.
• Your content strategy varies according to solutions complexity.
• Plan content for all stages of this buyers' life cycle.
• Your content must start "outside-in" and stay so until the buyer decides otherwise.
• Great content will support great conversations and promote sales success.