Director of Content Strategy, Alcatel-Lucent Enterprise
Alcatel-Lucent Enterprise's Ed Youngblood discusses how the organization's content strategy is evolving to keep pace with constant changes in media and consumer buying behavior.
Vice President of Industry Solutions Marketing , IBM Software Group
IBM's Vice President of Industry Solutions Marketing, Alisa Maclin, says that in order to have an effective content marketing strategy, it is essential to understand the interests and challenges of individual customers, engage them in a way that is timely and relevant, and build ongoing relationships.
Chief Marketing Officer, Wells Fargo Advisors
Wells Fargo Advisors is the third largest investment services firm in the U.S. and serves both B2C and B2B markets. With respect to the company’s B2B content, Chief Marketing Officer Chris Moloney says the majority is centered around thought leadership and building awareness and trust, although they have recently begun to use content for direct purchase impact and creating relationships, and he sees that being a big focus for 2014.
Head of Marketing Communications, BT Global Services
BT Global Services provides IT and network services to global corporations and government organizations. While their marketing efforts are currently decentralized, the company has a new vice president in place who is placing a greater focus on content marketing. As a result, Head of Marketing Communications Ellen Ferrara would like to see the company get to a place where content is used as a conversation starter but also contributes to sales.
Karen Pate, Ph.D.
Vice President -- Content Strategy , iCrossing
When it comes to content marketing, a siloed approach can be a company’s worst enemy. Karen Pate, Vice President of Content Strategy for iCrossing, explains how having a united vision and taking steps to develop a more integrated content strategy can help companies take advantage of otherwise missed opportunities.
Vice President – Demand Generation, DocuSign
To Meagan Eisenberg, the delivery of relevant and engaging online content is essential at every stage of the buyer’s journey.It’s not just about attracting new leads; it’s about cost-effectively nurturing prospects though the sales funnel and maintaining their loyalty once they become customers by delivering the right content at the right time.
Chief Marketing Officer, Deloitte
Thought leadership content has long been an essential element in the marketing mix for large professional services firms like Deloitte. But today, content is changing in both form and function, according to Colleen Albiston. Decision makers and influencers have less time to consume it, and many more alternatives for how and where they access it. Keeping pace with the changing needs of the BtoB market while continuing to deliver substantive and differentiated thought leadership is a challenge<
Vice President – Global Connect, BMC Software
Content marketing to enterprise decision makers worldwide has increasingly become a decentralized and agile process at BMC software, according to Mark Stouse. The marriage of these two functions into one group is no accident. Staying close to the conversation with customers allows content creation, social networking and communication to constantly adapt to the customer is thinking about.