Brent Adamson, Co-Author of the best-selling book, The Challenger Sale, will deliver the keynote address at its third annual B2B Content2Conversion Conference, being held May 6-7 in New York.
In his keynote, Adamson will address how the Challenger Selling approach has been successfully adopted by hundreds of companies worldwide. He will also introduce the new Challenger Marketing framework now being adopted by organizations to complement the new sales approach.
“B2B marketing today is no longer just about teaching your customers something new. Instead, to cut through all the noise marketers must unteach their customers something they already know or believe about the way their business currently operates,” said Adamson. “It’s this sort of mental disruption that’s needed to reset the customer’s choice of purchase criteria decisively in your favor. And, that’s what the Challenger Marketing framework is based on — turning the traditional marketing approach on its head in order to really differentiate your brand from competitors.”
Andrew Gaffney, Content Director of Demand Gen Report and President, G3 Communications, added: “A large number of the B2B organizations we talk with are finding ways to apply the Challenger Sale, and many are now interested in working this new approach into their marketing. Brent’s involvement in the B2B Content2Conversion Conference is a true testament to the growth and relevance of this event and his keynote will be a great kickoff to the new tracks we have added this year — Sales Enablement and Demand Generation.”
Hosted by Demand Gen Report, the B2B Content2Conversion Conference is an educational event focused on strategies for mapping, developing and utilizing content marketing to nurture the buyer relationship and enhance conversions. The event will be held May 6-7, 2014 in Manhattan at The Pershing Square Signature Center. Click here for more information or to register.