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.

The B2B Marketer's Secret Weapon is Content That Closes Deals

Bernie Borges  (V.P. Global Content Marketing, iQor)

Location: Room 28BC

Date: Wednesday, October 23

Time: 11:50 am - 12:30 pm

Pass Type: All Access, Main Conference, Main Conference Plus, Digital - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Measurement & ROI

Vault Recording: TBD

Audience Level: Intermediate

With B2B marketing budgets under increasing scrutiny, proving the ROI of content marketing is more critical than ever. The challenge? Demonstrating how content translates into actual sales.

In this session, I'll share the strategy I lead as vice president of global content marketing at one of the leading business process outsourcing (BPO) firms. This strategy is bridging the gap between content engagement and sales conversions. I'll reveal how I built the business case for sales enablement and content marketing to join together, reporting to the head of global marketing. We are successfully integrating content marketing and sales enablement by leveraging the triple-play tech stack comprised of CRM, marketing automation, and a sales enablement platform.

I'll review our inhouse case study explaining how we got executive alignment of content marketing and sales enablement, how we selected and implemented a sales enablement platform, and how this platform is now the glue between CRM and marketing automation that demonstrates ROI on content.


  • Why marketing and sales enablement should report to the head of marketing.
  • The triple-play tech stack value of CRM, marketing automation, and sales enablement.
  • The power of internal content partners to produce meaningful content.
  • How to measure and track content performance data for both marketing and sales teams.
  • A holistic view of content that sales uses to build pipeline and close deals.