San Francisco, California
London, United Kingdom
The Content Marketing Art of War
John Lane - VP, Strategy & Creative at Centerline Digital
Research shows that, on average, B2B buyers are around 60% of the way through the purchase decision-making process before making contact with a sales rep. To win the business, you have to win in that first 60%. And the key to winning is valuable, timely content.
Last month, we learned about the basics of content marketing and the importance of having a content strategy that ties into business objectives. In this month's luncheon, John will borrow from the teachings of Sun Tzu, and apply them to real-world case studies of how industry-leading businesses are winning the first 60%. More importantly, you'll learn how you can apply those content marketing methods to your own business.
John Lane is Vice President, Strategy & Creative for Centerline Digital— a role in which he crafts content strategies that help clients like IBM, GE and ChannelAdvisor reach their target audiences in the ever-evolving digital world. John also guides the creation of the deliverables (websites, videos, etc.) and programs (social media, context planning, etc.) that activate those strategies. And he puts his extensive experience with analytics and optimization to continually improve those programs once they are launched.
When & Where
The Business Marketing Association is the leading professional resource for B2B marketers and communicators. We connect members with the kind of knowledge, people and programs that make achieving their companies’ objectives more efficient and effective.