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Content Marketing World 2020 - Session Viewer

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.

Check back often as we will be adding more sessions and speakers frequently. Please note that session dates and times are subject to change.

Our CMWorld 2020 Mobile app will launch this summer 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.

Drive Your Content Transformation From The Bottom Up

April Henderson  (VP, Market Impact Consulting, Forrester Research)

Laura Ramos  (VP, Principal Analyst, Forrester Research)

Christine Polewarczyk  (SiriusDecisions Service Director, Content Strategy and Operations, Forrester Research)

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

Track: Teams & Culture

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

A content strategy that returns value on the investment requires both an audience-centric approach and an integrated marketing ecosystem. For most B2B organizations, this will require significant change. Content leaders and teams are often best positioned to diagnose strategy and content health issues, but to compel change, they need a path to drive new thinking, behavior, and process change across and up the organization.


In this session, you'll learn tactical approaches and proven practices that will help you build momentum for content transformation based on incremental, bottom-up, measurable actions that deliver ROI. Session content will include:

  • B2B content isn't working: Forrester benchmarks and research shows why
  • B2B content maturity: What a future-ready B2B content engine looks like
  • Ways to practically build momentum and drive a customer-centric content transformation across strategy, people, process and technology
  • Advice on how to avoid common content transformation pitfalls
  • A roadmap for integrating customer-centricity and content best practices across all content touchpoints and technologies – e.g., content marketing, campaigns, ABM, sales enablement