The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.
Pete Grasso (Content Marketing Leader, Heatcraft Refrigeration Products)
Tim Fletcher (Digital Marketing Leader, Heatcraft Refrigeration Products)
Location: Room 143
Date: Wednesday, September 27
Time: 2:35 pm - 3:15 pm
Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!
Audience Level: Intermediate
Conference Theme: B2B
Session Type: Session
Track: Content Strategy - General
Vault Recording: TBD
Audience Level: Intermediate
Heatcraft Refrigeration Products doesn't believe industrial B2B marketing has to be boring. The manufacturer of commercial refrigeration systems has been highly successful with its marketing initiatives by taking a B2C approach to its content strategy.
A user-friendly website with product and parts catalogs modeled after top e-commerce platforms; an industry leading mobile app that looks and functions like popular consumer apps; entertaining and educational video content (produced in house) and a burgeoning social media presence – these are just few things Heatcraft is doing to produce results not common in the industrial B2B space.
An influencer marketing program (yes, there are commercial refrigeration influencers!) has only added to the library of content making Heatcraft subject matter experts a hot commodity in the industry.
Learn four lessons from Heatcraft's quest to take the boring out of industrial B2B and how they've increased customer engagement, doubled organic search traffic to its website and experienced a compounded annual growth rate of 68% over three years for app users.