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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.
Please note that session dates and times are subject to change.
Location: Room 5
Date: Friday, September 7
Time: 9:00am - 9:45am
Pass type: All Access, Main Conference, Main Conference Plus - Get your pass now!
Track: Content Process
Session Type: Breakout Session
Vault Recording: TBD
Audience Level: All
Parker Hannifin and Wyse Advertising share a story which challenges conventional thought and allowed the team to use content marketing to prove a long-standing belief: engineers do make decisions with their heart, not just their brain.
People think they buy rationally, but the reality is we all want to connect with—and buy from—brands with a shared purpose. For Parker, this meant developing a content marketing campaign that wasn’t about product specs, but about brand affinity.
As content has become the vehicle for evaluating brands at the onset of the buyer journey, we needed to address the way that B2B buying behavior had changed. So, while others were still focusing on the functional side of being an engineer, we built a campaign that engaged engineers emotionally. What are the biggest challenges engineers are facing today? What drives an engineer to solve those challenges? Our strategy: shape our narrative and build relationships that impact our audience in a more meaningful way.