Scheduler 2024

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 Yawn to Fun: Building personality with a B2B voice while being bad at rhyming

Emily Baker  (AVP B2B Content Marketing, General Motors Financial)

Brian Hale  (Senior Comms Manager, General Motors Financial)

Scooter Hendon  (Comms Manager, General Motors Financial)

Location: Sails Pavilion

Date: Wednesday, October 23

Time: 11:00 am - 11:40 am

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

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Content Strategy

Vault Recording: TBD

Audience Level: Intermediate

GM Financial is a subsidiary of General Motors offering vehicle financing to customers through GM franchise dealers. Our Content Marketing team supports the B2B side of the brand working with dealers and our internal sales team to finance and sell cars and build customer loyalty and retention. First, we defined our B2B voice. Then, we defined how we flex that voice across a dozen internal and external channels using a sliding personality scale adaptable for our audience and goals. We'll show you how we defined our voice (it's not that complicated) and share with the audience some tips and tools for flexing within (instead of on) your brand.


  • Tips for defining your brand voice
  • Tools for locking in your brand personality
  • Examples of how to flex your personality across your channels