Educational conference to highlight strategies and tactics to utilize content marketing for engaging and accelerating prospects
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. The leading industry source will host the educational conference in response 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.
“As these trends emerge, B2B marketers continue to struggle to keep pace with content development, content marketing strategies and how to utilize content to drive demand,” says Andrew Gaffney, Editor of DemandGen Report. “The Content2Conversion Conference is designed to address these challenges and help B2B marketers not just stay afloat in this sea of content, but also produce killer content that, in turn, produces killer results.”
Gaffney also announced that 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 says. “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, Director 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 says. "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.”
Other topical session highlights include:
- The Content Landscape
- Drawing Up A Content Marketing Blueprint
- Mapping Content To The B2B Buying Cycle
- Developing A Lead Nurture Strategy That Converts Prospects To Buyers
- Building A Data & Measurement Strategy to Support Your Content
For more information on the conference or to register, click here.
About The B2B Content2Conversion Conference
Hosted by DemandGen Report, the B2B Content2Conversion Conference is an educational daylong event focused on empowering B2B marketers with strategies for mapping, developing and utilizing content marketing to nurture the buyer relationship and enhance conversions. The event will be held Tues. April 24 in New York City at The Times Center. Click here for more information or to register.
About DemandGen Report
DemandGen Report (DGR) is a targeted e-media publication spotlighting the strategies and solutions that help Business-2-Business (B2B) companies better align sales, marketing and disparate teams to support growth and drive revenue. DGR content and news coverage focuses on the sales and marketing automation tools that enable companies to better measure and manage multichannel demand generation efforts. DemandGen Report is the only information source directly focused on this rapidly emerging business discipline.