The days when some compelling copy and a few white papers would suffice are long gone. The increasing complexity of B2B buying cycles, the emergence of new technology and delivery platforms, including different methods of inbound marketing, nurturing and automation all require a more strategicapproach to content. The importance of content as the foundation of effective B2B marketing is well understood, but many organizations come short when itcomes to aligning content with the information needs of their prospects andcustomers. The lack of a cohesive content plan can lead to inefficient use of resources, underperforming programs, and overwhelmed marketing department that can’t keep up with internal demand for better and more targeted assets. Join the BMA for a presentation by SiriusDecisions to learn more about how you can build the right content strategy for your company. Gain key insights and proven approaches used by leading organizations to create highly effective contentstrategies that drive successful demand creation, increased efficiency and continuous improvement. See how a simple content audit can get you started and find out what types of content have proven effective at different stages of the buyers journey.
Jason Hekl – Research Director, Demand Creation Strategies, SiriusDecisions, Inc.
Jason Hekl is a seasoned b-to-b sales and marketing professional with more than 15 years of
experience. With an emphasis on developing and executing demand generation strategies to accelerate growth, Jason has sourced, developed and closed millions of dollars in new business throughout his career. He has carried quota for selling software to insurance companies, managed tele-qualification teams for on-premise knowledge management solutions, and marketed solutions ranging from specialized customer relationship management applications to cloud-based
e-procurement solutions for the SMB market. His responsibilities have spanned most facets of marketing, including strategy and planning, operations, demand generation, communications, product marketing and management, inbound marketing, analyst and media relations, channel marketing, partner management and teleprospecting.
1475 N. Scottsdale Road
Scottsdale, Arizona 85257
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BMA Members: $20
Cancellation Policy: Cancellations made before 5 p.m. the Friday before an event will be refunded at the full price. No refunds will be made after this time.