Matthew Papertsian, SiriusDecisions: Test, Target, Learn And Measure Content Performance

Matt Papertsian, Research Director at SiriusDecisions, believes there is a wealth of untapped data that can help marketers improve content performance. He said it is time to move beyond some of the current initiatives — aligning content, understanding the buyer’s journey, building personas and leveraging campaign framework — to hone in on metrics. We caught […]

Christine Elliott, Crowe Horwath: Piecing Together The Engagement Puzzle

Christine Elliott, Associate Director at Crowe Horwath, views customer engagement as a “puzzle,” and her marketing team is continuously looking for ways to put more of the pieces together to get a clearer picture as to how buyers are interacting with content. In her presentation at the B2B Content2Conversion Conference, titled: Lead Nurture 2.0: Shifting […]

Have Marketers Shifted Too Much From The Human Touch?

Written by Dann Marty and Brian Teevan, ADP Inc. With increased focus on marketing automation tools and the concepts of lead nurturing and lead scoring in the past few years, marketers have been migrating to platforms that help them easily build email programs to target interested prospects. Clearly, the tools have helped drive better efficiencies […]

Tim Riesterer, Corporate Visions: Three Critical Selling Conversations You Must Enable with Content

We checked in with Tim Riesterer, CMO, Corporate Visions, as he prepares his presentation that is part of the new sales enablement track at this year’s B2B Content2Conversion Conference. His presentation is going to focus on the content that marketers need to create to articulate value at every stage of the buying process. “Conversion in […]