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Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. We’ll send updates to paid registrants as the agenda is finalized.

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 VP Research 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