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Content Marketing World 2019 - 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.

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Industrial Marketing Summit

Achinta Mitra (Founder and President, Tiecas, Inc.)

Todd Henry (Author, The Accidental Creative)

Kerry Nedic (Vice President of Marketing Communications, Discrete & Industrial Group, Emerson)

John Joyce (Global Marketing Director, Brennan Industries)

Lara Schneider (Marketing Manager, Toshiba International Corporation)

Location: Room 25

Date: Friday, September 6

Time: 10:00am - 3:00pm

Pass Type: All Access, Industry Forum/Summit, Main Conference Plus - Get your pass now!

Session Type: Industry Forum

Vault Recording: TBD

Cadenas PARTsolutions

Taking place on Friday, September 6, the Industrial Marketing Summit is the event for industrial manufacturing sales and marketing pros to connect, inspire and grow their business. Learn practical methods for B2B businesses that will help them reach and engage customers in a crowded digital marketplace.

AGENDA

10:00am Welcome to the Industrial Marketing Summit

10:15-11:00am Session 1: Unleash Your Best Work Every Day

Speaker: Todd Henry, Author, The Accidental Creative

No matter how talented and driven your team is, there is always a danger of getting stuck in ruts. You have to be mindful of some of the common areas where even the most focused and successful teams eventually trip up, and build practices to help you avoid them. In this talk, you will learn a practical process for recognizing those “watch points” organizationally, identifying personal and organizational passion areas, and ensuring that the people in your organization are bringing their best focus and energy every day.

Key takeaways:

  • The seven “deadly sins” that lead to organizational stasis
  • How to avoid aimlessness, especially in busy times
  • Why “ghost rules” can limit your organization’s productivity
  • How to identify core personal and team passion areas
  • Tools for defining your battle lines and building your daily activity around them


11:15-11:45am Session 2: Unique Challenges of Marketing to Engineers and Industrial Buyers
Speaker: Achinta Mitra, Founder and President, Tiecas Inc.

Manufacturers, engineering companies, and distributors face challenges that are unique to industrial marketing. Some of the strategies and tactics that are effective in B2B marketing tend to fall short when it comes to targeting engineers, technical professionals, and industrial buyers. Learn how to identify these challenges and get actionable and practical insights to overcome them.

Key takeaways:

I’ll share my knowledge of industrial marketing gained from 30+ years of hands-on experience working with manufacturers, engineering companies, and distributors. This session is not about untried theories and the next shiny new marketing toy. Instead, you’ll hear about hard lessons learned from working in the trenches from the perspective of a marketing engineer.

  • What are the unique challenges faced by manufacturing and industrial marketers?
  • How are they different from general B2B marketing?
  • Do engineers and technical professionals ignore marketing messages?
  • Why do you need to go beyond product data sheets and specifications?
  • How do you reach invisible stakeholders and internal gurus?
  • What can you do to overcome these challenges?

12:00-1:00pm Lunch

1:00-1:30pm Session 3: Industrial Strength Strategy: How to Increase Leads 800% with Content Marketing
Speaker: John Joyce, Global Marketing Director, Brennan Industries
Whether you are an experienced content marketer or just getting started, there is so much to learn from the real life experiences of other professionals in the field. In this session, attendees get key insights and personal stories from the experience of an industrial marketer who implemented content marketing strategies. Learn what worked, what didn't, how long it took, and what kind of effort was required to really produce results.

Key takeaways:
  • Is content marketing just a fad or a legitimate strategy for the industrial market?
  • What does successful, relevant content look like in the industrial space?
  • How long does it take to produce results, and what do real results look like?
  • What changes need to happen in a marketing department to make this work?

1:45-2:15pm Session 4: Marketing to Engineers: How Working with Engineers Taught Me to Be a Better Marketer
Speaker: Lara Schneider, Marketing Manager, Toshiba International Corporation, Motors & Drives Division
The industrial market is filled with one of the most discerning audiences around - engineers. Engineers think differently, engage differently, and have unique expectations that don't always follow well-known marketing tactics. Learn why a one size fits all content strategy does not suffice and how to develop unique and relevant content that aids engineers through their buying journey.

Key takeaways:
  • Understand how and when to deliver your content to meet the needs of engineers during their buyer journey
  • Learn how non-conventional marketing content can be some of your best lead generation assets
  • Discover how to drive engagement and brand loyalty amongst multiple generations of engineers
  • Learn how to leverage your engineering staff, sales team, and distribution channel to support content creation and utilization

2:30-3:00pm Session 5: Understanding the Industrial Customer Journey
Speaker: Kerry Nedic, Vice President of Marketing Communications, Discrete & Industrial Group, Emerson
There is a complex dynamic in the industrial manufacturing customer journey. The different expectations for service and engagement across the generations require marketers to employ a full range of tactics from "old-school" to the latest martech. With limited resources, forward-thinking marketers need to have a clear understanding about how to meet customer's needs, create a seamless and flexible engagement strategy, and effectively enable the sales team to amplify those efforts.

Key takeaways:
  • Why omni-channel customer experience is important
  • The benefits of training your sales team about their part in the digital customer journey
  • How to commit to improving ease of doing business by understanding when, where, and how customers choose to engage

Takeaway

  • Understand how and when to deliver your content to meet the needs of engineers during their buyer journey
  • Learn how non-conventional marketing content can be some of your best lead generation assets
  • Discover how to drive engagement and brand loyalty amongst multiple generations of engineers
  • Learn how to leverage your engineering staff, sales team, and distribution channel to support content creation and utilization