Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) on how companies can utilize SMEs for strategic differentiation. He explains why “the rise of the SME” is already here and what pitfalls marketers should avoid. He also talks about how to get buy-in from SMEs, and how they can shed light on key insights that will be instrumental in creating the right marketing assets.
Steve Goldhaber (CEO, 26 Characters) talks about the five common barriers to solving problems, what the six core business problems are, and the six effective techniques that B2B marketers can use to discover the real problem that they’re facing. He also elaborates on the different visions for a content marketing program.
Kathryn Strachen (Founder, Copy House) on developing content that builds relationships and converts prospects. She talks about how B2B content has changed, why creating customer avatars and conducting research is important, what metrics to focus on, and why you need both quantity and quality to succeed.
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