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 The Focus To Optimization And Creating Leverage, she will discuss how Crowe Horwath is honing its content initiatives and managing a robust nurture program.

“Our primary focus is figuring out the puzzle that is engagement and what it means,” Elliott said in an interview with Demand Gen Report. “Just because somebody looks at a lot of content doesn’t necessarily tell you anything about where they are in the buying cycle. We’re trying to identify what are the true drivers of an opportunity through the content.”

Elliott said the next stage is about building a value chain around content. “Phase one was about really setting the foundation, studying a strategy and putting a team together to work on it and evaluating all the opportunities,” she said. “Phase two, for us, is really about optimizing and operationalizing content development, management and distribution.”

Elliott said that attending events such as B2B Content2Conversion is critical to identifying trends and gathering feedback from peers.

“Content marketing and demand creation are constantly evolving,” Elliott noted. “I think the value of events like B2B Content2Conversion is being able to be on the forefront. You can hear from your peers about how things are going and get some great information on best practices. I have always been able to take things I’ve learned from conferences like Content2Conversion, come back and apply them at my company.”

Click here for the complete interview.