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 my book is the product of a great sales conversation,” Riesterer said in the interview. “You can do everything right in terms of developing content and getting hand raiser and the interest in talking to a sales person, but the sales person has to close that with a great conversation.”

Riesterer said the three types of conversations are ones that create value, elevate value and capture value.