Progressive B2B organizations have realized that the traditional approach to marketing products and services requires a ramp-up in value-add and buyer insight.
As content marketing becomes an increasingly critical tool for B2B companies, DemandGen Report (DGR) has announced the launch and preliminary agenda for the first annual Content2Conversion Conference, to be held Tuesday, April 24th at the Times Center in Manhattan.
Conference sessions will cater to a growing need for progressive marketing — centered on using thought leadership as a connecting point for solution providers to effectively engage with prospective buyers.
Highlighting this opportunity, a recent survey conducted by DGR showed that:
- More than 90% of B2B buying purchases start with content engagement; and
More than 40% of B2B buyers had their first contact with a solution provider after downloading content from their site.
Author and industry expert Ardath Albee will deliver the keynote address, entitled “Starting From Scratch: 10 Steps To Launch a Content Marketing Strategy.” Albee is the author of E-Marketing Strategies for the Complex Sale, and owner of Marketing Interactions, Inc., which helps B2B companies generate more sales-ready leads with e-marketing and content strategies.
“DemandGen Report is a must-have resource for the latest news, insights and research about marketing and sales automation,” Albee said. “Now, with Content2Conversion, they’re bringing us a conference designed to provide attendees with solid takeaways from each progressive session. I’m excited to be presenting!”
Other industry leaders taking part include HubSpot, a Cambridge, MA-based provider of integrated marketing solutions, also a sponsor of the event. Jeanne Hopkins, VP of Marketing at HubSpot, will present on the topic of using content for inbound discovery and nurturing existing prospects.
“Research has shown that engaging content is critical to supporting an inbound marketing strategy and helping companies get found," Hopkins noted. "Furthermore, progressive marketers are realizing that content also plays a key role in advancing prospects from the middle of the funnel to closed deals by nurturing and educating buyers with information that speaks directly to their needs at different stages."
And as metrics become an increasingly critical part of marketing programs, Jim Lenskold, President of The Lenskold Group, will present a session examining the roles of data and measurement in content and demand generation strategies. “Today’s B2B marketers are actively using content to educate, engage and drive conversions,” Lenskold says. “It is now more critical to have quality measurements to manage content marketing toward higher ROI.”
In addition to the Conference, DemandGen Report is proud to announce the launch of the First Annual Killer Content Awards, recognizing organizations and individuals that have raised the bar in content marketing tactics. Winners will be honored at an awards ceremony during the Content2Conversion Conference. B2B organizations can nominate their content by filling out the short nomination form at this link. Winners will be chosen based on — but not limited to — the following criteria:
Social media/viral/targeted content marketing;
Mapping content to the buyer’s journey;
- Quantitative results (increased leads, sales, revenue, etc.);
- Qualitative results (partnerships formed, increased interaction, etc.);
- Video/interactive content;
- Overall market positioning; and
- Cross-channel marketing presence.
B2B content marketers interested in nominating collateral are encouraged to submit their content by March 23, 2012 for consideration.
Click here to access the nomination page.
For more information on the conference or to register, click here.