Conference: Oct 5-6
Workshops: Oct 7
Insight Before Content: How Customer Problems Became a Growth Engine That Scales
Zari Venhaus (Vice President of Global Marketing Communications, Eaton)
Guzide Ozcan Bacimer (Global Segment Content Marketing and Campaigns Leader, Eaton)
Location: Room 105
Date: Monday, October 5
Time: 2:00 pm - 2:30 pm
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
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Session Type:
Session
Track:
Content Strategy, CMWorld
Vault Recording: Video
Most content teams aim to be customer-centric, yet campaigns often start with products instead of customer problems, creating fragmented experiences and results that are difficult to scale.
In this session, you’ll learn how to shift that starting point by turning validated customer problems into the foundation of content strategy and creating content that aligns with buyer decisions.
Zari Venhaus and Guzide Ozcan Bacimer will reveal how buyer journey research, industry data, and direct customer conversations helped transform one urgent challenge into a connected, buyer-first content engine.
You’ll leave with a practical framework for identifying the right customer problem, organizing content around buyer decisions, and operationalizing insight across teams, markets, and measurement systems, brought to life through Eaton's Machinery OEM campaign, winner of the 2026 Best Content Marketing Program Award and a Project of the Year finalist.
Takeaway
- Identify the customer problem that can unify content, products, teams, and markets around one strategic narrative.
- Translate customer insight into content mapped to real buyer decisions across the journey.
- Build a scalable content engine that connects campaign strategy, sales enablement, local activation, and measurement.
- Measure whether problem-led storytelling improves engagement, product visibility, buyer progression, and pipeline contribution.