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 high stakes of B2B content strategy

David Claffey  (Director, Global Content Strategy, ServiceNow)

Jonathan Riemer  (Director, Content Experience, ServiceNow)

Location: Room 30A

Date: Tuesday, October 22

Time: 2:45 pm - 3:25 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: Teams & Culture

Vault Recording: TBD

Audience Level: Intermediate

There is a subliminal focus within every piece of B2B content the Content Experience Team at ServiceNow develops. Our job is to make the initial case to a potential customer that the way their enterprise operates is wrong. We're not just explaining how our products work and these aren't consumers looking to spend a few bucks. They are business leaders defending their livelihood, and we're asking them to consider a new vision that may change the way thousands within their organization work.

To do that, we established a content strategist role in 2019 that blurred the line between brand, product marketing, and sales. A group of professionals that were asked to conceptualize high performing content formats that could remain compelling when scaled across multiple products. Strategists who can interpret the jargon, meet decision makers at their comfort level across multiple stages of the buying journey, and set the table for the hard conversations to follow.

In this session, we will share the skills we looked for in building a team of enterprise content strategists and some of the ways this group has met and exceeded expectations in demand generation.

Takeaway

  • How the ServiceNow CET has reset the way the company looks at demand generation content, with priorities and practices can be replicated in teams large and small.
  • The importance of internal sourcing moments and leveraging experts to be the catalyst for stellar content.
  • The value of developing internal talent for your most complex or challenging offerings.