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Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

You’re Worrying About The Wrong Damn Numbers

Tom Martin  (President, Converse Digital)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

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

Track: Demand Generation

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Was that a click or a conversion? Because let’s face it, all clicks are not created equal. But when you become a slave to false gods like clicks, pageviews and downloads, you tend to produce content that features sensational headlines and only minimally beneficial information.

Sure it brings in traffic, but it’s meaningless to the business objectives that content marketing is supposed to achieve - namely to sell greatly by providing a true service to your prospective customer vs just creating a “lead.”

If you’re ready to get real with your content marketing and create profitable customer action, you need to start focusing on the right metrics that produce better results with less effort. Join Tom for this fast paced, funny and counterintuitive session.


Attendees will leave understanding:

  • What the ultimate KPI is — the one that supersedes all others
  • The only truly logical way to measure ROI for any effort or campaign
  • Why (and how) marketers need to “sell greatly” to win the hearts (and dollars) of their customers