It’s an inevitable part of life and survival hinges on our ability to adapt. Take B2B marketing, for example. Companies have been following a traditional model to attract potential buyers: running various advertising campaigns, focusing on inbound marketing, and deploying large sales organizations to cold-call and book meetings. However, B2B buyers have evolved their purchasing journey. Instead of being sold to, buyers now take a more proactive role in their search for products, solutions, and services, and are engaging with content like never before.

Registrants will learn how to:

• Adopt a content strategy process that gets their voice heard.
• Achieve an audience-centric content strategy that works for your customer and your organization.
• Drive better alignment between global and local teams on campaign content.
• Optimize the value and impact of campaign content investments.