Webinar • Mar 02, 2022

B2BMX: Utilizing Content to Enable Each Stage of the Funnel

What will you learn?

How to apply different content formats to enable specific stages in the decision journey
How to repurpose big-rock content assets into smaller bite-sized assets
How to make content utilization trackable and measurable to ensure alignment with journey stages

Speakers

Kristin Seigworth

Kristin Seigworth

VP of Communications at E2open

Nirosha Methananda

Nirosha Methananda

Former VP of Marketing at Influ2

James Kessinger

James Kessinger

CMO at Hushly

Key Points

[01:07]	On enablement from content perspective
[01:50]	On creating self-guided journeys through the funnel
[02:42]	On repurposing top of the funnel content into derivative assets that target people at all stages of the funnel
[04:33]	Examples of events targeting mid of the funnel leads
[06:04]	On the feedback the company received on their immersive content experiences
[06:35]	How to make your content experience more targeted
[07:00]	On creating top of the funnel ads and using engagement signals from them for personalized outreach
[09:30]	The results of a single hyper targeted advertising campaign in real numbers
[09:59]	On creating unique content in various formats and pushing it to key audiences via person-based advertising
[11:44]	On using different, often unexpected channels for advertising for providing a holistic experience
[13:40]	How to meticulously segment target audiences for pushing persona-specific ad creatives
[15:57]	It’s all about unique and difference experiences
[18:00]	How to resonate with the conversion side of the funnel
[18:58]	How to measure account activity on different stages of the funnel
[19:55]	Does your contact work for you or against you? What to do if engagement doesn’t lead to conversion
[20:43]	How to bring your sales team onboard with the changes in marketing processes
[25:30]	Customer self-guidance and how AI can help you create more independent experiences
[28:32]	Tracking the entire customer journey by their engagement signals, particularly with CTAs

Key takeaways

Personalize content for each stage: deliver relevant content that resonates with individual accounts.

Leverage multiple content formats and offer a variety of content formats throughout the funnel.

Pass relevant engagement signals to sales and customer success so that they can react upon them right away.

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