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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.

Our CMWorld 2019 Mobile app will launch early this summer so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

The Case for Cause: How Even B2Bs Can Do Well By Doing Good

Craig Coffey (Director of Marketing Communications, Lincoln Electric)

Date: Thursday, September 5

Time: 12:20pm - 1:05pm

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

Track: Lunch & Learn

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Whether we want to acknowledge it or not, business buyers don't make all of their decisions based on facts, figures, features, and benefits. Just as in their personal transactions, decision-makers want to work with companies that demonstrate that they share their values. Whether you call it "purpose-focused marketing" or "cause content," there is a growing body of evidence that — in highly competitive or crowded markets — what your brand stands for can matter all the more.

Patagonia, Subaru, and YETI are examples of consumer brands that have used their values as a significant differentiator to separate and even define themselves in their markets. Do these strategies apply only to consumer-oriented brands or can B2B's employ the same strategies and expect the same results? How do B2B brands figure out what causes they should get behind? In The Case for Cause, Craig Coffey, from welding products manufacturer Lincoln Electric, will walk you through the why's and how's of developing a cause-based marketing effort that will resonate with your B2B customers and employees, and set your brand apart from competitors in your space.

Takeaway

  • Discuss the Continuum of Cause Marketing and the best ways for you to begin your journey.
  • Explore real cases of B2B cause marketing that worked — and some notable fails.
  • Learn how to define and score the causes to best align with your brand values.
  • Plan for the activities that will have the maximum return on your investment.
  • Discuss the human capital benefits of a cause content program — engagement and retention.