Demand Gen Report

Generating the right content to power the lead funnel was one of the topics discussed during a panel session, titled: Models For Mid Funnel Content Campaigns at the B2B Content2Conversion Conference.

Moderator Clayton Stobbs, Director of Client Experience for Compendium, and panelists Rob Yoegel, Content Marketing Director for Monetate and Thomas Koletas, SVP of Advertising Sales for Madison Logic, shared real-world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates targeted accounts entering the pipeline.

Don’t be afraid to develop content with a viewpoint. That was one of the messages of the Digital Deal Makers Panel at the B2B Content2Conversion event.

“When developing content, find a non-standard point of view and defend it,” said panelist Mark Wilson, CMO of Avaya. “Content marketing must be simple, unexpected, offer credibility, have a motive and tell a story.”

 B2B buyers not only have to connect with buyers through engaging content, but they have to anticipate their future needs. That was one of the key points made by Lee Odden, CEO and Founder of TopRank Online Marketing in a session at the B2B Content2Conversion Conference hosted by Demand Gen Report.

 “Empathize with that customer journey and anticipate, maybe through search, what they’re interested and what they’re looking for,” he said. “Visual media is clearly something that is resonating with a lot of people.”

The content team of tomorrow will look a lot like the publishing team of today. That was one of the key messages from the Power Panel Crafting a Killer B2B Content Strategy at the B2B Content2Conversion event hosted by Demand Gen Report.

During the panel discussion, Joe Pulizzi, Founder of Content Marketing Institute (CMI), and Ann Handley, Author and Chief Content Officer of MarketingProfs, explained that B2B marketers should plan their content based on the six “W”s of journalism — who, what, when, where, why and how.

The winners of the Second Annual Killer Content Awards were honored at an awards ceremony as part of Demand Gen Report’s B2B Content2Conversion Conference, an educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.

Andrew Gaffney, Editor of Demand Gen Report, said the submissions were judged in areas such as social media and targeted content marketing; educational content that informs and inspires buyers; linking content to measurable, revenue-focused results; using video and interactive content in new and creative ways; and deploying content that drives successful, cross-channel campaigns.

“We’re pleased to honor these innovative and inventive campaigns that had a measurable impact on ROI,” Gaffney said. “These companies are leading the way in categories such as E-books, white papers and case studies — to blogs, newsletters and webinars — in creating engaging content that relates to prospects’ buying needs and company pain points.”