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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.

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Why You Need Content for Effective Sales Enablement

Seleste Lunsford (Chief Research Officer, CSO Insights, Research Division of Miller Heiman Group)

Bernie Borges (CMO, Vengreso)

Location: MarketMuse Stage

Date: Thursday, September 5

Time: 11:20am - 12:05pm

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

Track: Sales Enablement

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

This session will address the why and how for B2B companies to develop a clear content strategy to enable sales teams to start more conversations and guide buyers throughout their journey for improved win rates.

More than 80% of B2B buyers consume at least five pieces of content from the winning vendor. Equipping salespeople with relevant content is a strategic imperative.

Organizations with a clear content strategy across the buyer's journey enabled for sales, have a win rate of 55% versus a win rate of 42% among those that don't.

Learn the why and how to develop a content strategy for sales enablement that wins more business.


  • Understand the metrics in support of an imperative to have a content for sales enablement strategy
  • Discover how marketing integrates with the sales-enablement function to produce, distribute, and measure the impact of content for sales enablement
  • Learn how to augment your content strategy from macro level - one to many - to include micro-level content strategy - one to one through a content-for-sales-enablement strategy
  • Understand the role of personalized content delivery through micro-sites in account-based marketing
  • Hear examples of B2B brands winning more with content for sales enablement so you can convince stakeholders at your company to make content for sales enablement a strategic imperative