In a time where buyer behaviour has been disrupted, and businesses have a different approach to investing in new technologies and solutions, it is more important now than ever before for b2b marketers to differentiate their messaging and stand out from the crowd. In this panel discussion, we will hear from b2b marketing leaders who have changed their approach to content marketing, by using cohesive messaging, and storytelling to attract buyer attention and remain competitive in their market.

·        How content marketing strategy can help gain and maintain attention of valuable audience segments.

·        Identifying your most valuable audience and filtering quality leads through targeted content.

·        Enabling processes for an audience first approach

·        Creating meaningful content that stands out, drives engagement and delivers results.

For companies that are looking at scaling their market share and begin working with larger scale businesses, it is important for them to elevate their conversations, and take a tactical approach to defining and delivering a targeted account list to sales teams. In this presentation, Mimecast will share the ups and downs of implementing an ABM program called Account Based Everything which had an aim to generate higher quality leads, remove internal silos of sales and marketing, and create a collaborative and cohesive approach to lead generation and nurturing.

• From an ABM perspective, understanding how to connect technology and the ability to deliver personalisation from a theoretical perspective to a reality.
• Apply theory to YOUR business – be practical and apply theory to your organisation – ask yourself what success looks like in your business.
• Understand your tactical approach by looking at industry verticals and solutions POV and aligning them under a single umbrella approach.