Schedule Viewer 2023

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

From marketing expense to profit center: How we monetized our community of 160,000 B2B travel leaders

Sarah Kneisler  (Director, Marketing & Operations / Editor in Chief, Hyatt)

Location: Room 152A

Date: Thursday, September 28

Time: 10:15 am - 10:55 am

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

Audience Level: Advanced

Conference Theme: B2B

Session Type: Session

Track: Content ROI

Vault Recording: TBD

Audience Level: Advanced


The holy grail of content marketing is running a program so successful that it actually can generate revenue back to your organization, and Hyatt-owned VAX VacationAccess is a modern example of that dream becoming a reality. With an engaged community of 160,000 travel agents, The Compass leverages digital, print and social channels – along with a trove of buying intent data – to compete and win sponsor dollars, alongside plugging its own brands. In this session, Sarah Kneisler, Director of Marketing and Operations, shares how she built a content marketing project into a monetization engine and profit center for the company.


  • How organizations just starting to think about monetization should get started
  • How to productize inventory for partner revenue
  • How to sell the value of your community to potential sponsors using data
  • How to navigate the delicate balance between brand goals and partner goals
  • How to build an effective sales team within your operation