Conference: Oct 5-6
Workshops: Oct 7
Insight-Led Storytelling: How DHL Supply Chain Turned Research into a Scalable B2B Content Engine and Business Driver
Lesley Aldrich (Senior Director, Marketing, DHL Supply Chain)
Olivia Montell (Sr. Marketing Manager, DHL Supply Chain)
Date: Tuesday, October 6
Time: 11:00 am - 11:30 am
Pass Type:
All Access, 3-Day, 2-Day, Digital -
Get your pass now!
Audience Level:
Intermediate
Track:
Thought Leadership
Vault Recording: TBD
Audience Level: Intermediate
Content marketers everywhere face a familiar challenge: being told what to create instead of leading the strategic narrative. This session shows how the marketing team at DHL Supply Chain flipped the script.
In a world where brands are under increasing pressure to articulate a credible, future focused point of view, the team built Insight 2030 — a large-scale, research-backed outlook that informed a flagship report, aligned internal stakeholders, strengthened sales conversations, helped customers justify investments and established a unified narrative for the year.
We'll share how the report was built, how its themes were structured for clarity and impact and how this research became a credible foundation for influencing content direction across marketing and the broader business.
Attendees will learn how Insight 2030 transformed into a multi-tiered content engine, with modular storytelling that broke high-level findings into a series of focused mini-campaigns designed to sustain engagement over time. We'll also walk through how launching the report as a tent pole initiative at a major industry event created instant momentum, expanded reach and activated micro-storytelling across channels.
This session offers a practical, repeatable framework for turning deep research into compelling, scalable content that drives both internal alignment and external impact. B2B marketers will walk away with actionable steps to build insight-led storytelling programs within their own organizations — and to claim a more strategic role in shaping what their business is talking about.
Takeaway
• How to structure and socialize large research initiatives to shape a unified, future-focused narrative that aligns marketing, sales and leadership.
• A repeatable framework for transforming deep research into modular storytelling – breaking big ideas into mini-campaigns that sustain content momentum over time.
• How to activate a tent-pole content initiative through strategic event launches to accelerate visibility, credibility and cross-channel engagement