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.

Knowing Your Audience: The Secrets of Full Funnel Engagement to Drive Demand

Tim McKnight  (VP, Head of Marketing, Retirement & Income Solutions, MetLife Retirement and Income Solutions)

Meg Sullivan  (Managing Director, Imprint)

Location: Room 28BC

Date: Tuesday, October 22

Time: 10:40 am - 11:20 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: Core Concepts

Vault Recording: TBD

Audience Level: Intermediate

The fundamentals of successful campaigns will always hold true:
• Know your audience.
• Understand their needs.
• Clearly state the benefits of working with you.
• Provide content that makes them smarter and better at their jobs.

This case study, with real results and metrics, will be presented jointly by MetLife Retirement and Income Solutions and their agency partner Imprint, and bring you through the full lifecycle of a B2B prospecting campaign.

Beginning with data analysis on the target audience and research on their buying triggers, we'll cover the importance of content at each stage of the campaign journey down to the decision to purchase. Covering campaign strategy, message development, inbound and outbound prospecting, true omni-channel tactics, and other essential campaign elements, you'll come away with a reinvigorated appreciation for knowing your audience and the power of a strong strategy.


  • It's ALWAYS about the audience(s).
    • Who are they?
    • What problems do they need to solve?
    • What solutions do you offer that solve those problems?
    • How are those solutions aligned with your top business priorities?
  • Define success at the very beginning.
    • What are you trying to accomplish?
    • Deepen awareness of your brand
    • Acquire new business
    • Cross-sell among existing clients
    • Provide ongoing education and engagement
    • Map specific KPIs to your efforts so that you can tell the story of your progress.
  • Make sure you know what kind of content your audience needs at each point of the funnel.
    • Top of funnel – What do they need to know?
    • Mid-funnel -- What answers is your audience looking for?
    • Bottom funnel (ie, decision point) – What will get them to convert?
  • At every step of the way ask yourself, "WIIFTC?" ("What's in it for the client?")
    • Is this message benefit-oriented for the audience?
    • Is there a "so what"?
    • Will the audience find the content compelling?
    • Is the content in a format in a format/are you employing techniques that will drive audience behavior?
  • A solid foundation will support your own campaign whether the budget is $10 or $10M