Content Marketing World 2018 - Session Scheduler

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Our CMWorld 2018 Mobile app is launched so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

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Please note that session dates and times are subject to change.

Aligning Around an Account-Based Content Experience

Speakers:

Carmen Hill (Principal Strategist, CHILL Content)

Julie Wisdom (Creative Strategist, Alias Partners)

Location: Room 3

Date: Tuesday, September 4

Time: 1:00pm - 4:00pm

Pass type: All Access, Main Conference Plus - Get your pass now!

Session Type: Workshop

Vault Recording: TBD

Audience Level: Advanced

Account-based marketing (ABM), which focuses on building relationships with individuals at specific target accounts, could be the killer app for great content. Unlike traditional demand generation, ABM is often a “hearts and minds” exercise that requires a different, more intentional approach to content. But marketing can’t develop the content strategy in a vacuum. For ABM to work, marketing and sales have to bridge the divide and work closely to create an account-based experience (ABX) that is rooted in content with relevance, resonance and value.

In this session, you’ll learn how marketing and sales can align around a shared content strategy that puts your most valuable customers at the center. You’ll leave knowing how to ensure:
  • All content (big rock and little rocks) has a purpose and is connected to other content
  • All content is rooted in actual customer and competitive data/insights
  • All content is tied to your value propositions through the customer perspective
  • All content is accessible across sales and marketing with direction for how to use it

As a result, you will be able to maximize your content budget and create the most effective content and communications for a powerful account-based experience.