Thursday 3:15PM - 4:15PM

How to Build a World-Class B2B Thought Leadership and Corporate Evangelism Program

Speaker: Loren McDonald, Vice President, Industry Relations/Marketing Evangelist  IBM Marketing Cloud

Thought leadership has been overshadowed in recent years by more general content marketing. However, building a world-class thought leadership and corporate evangelism program is the best way to maximize your content marketing efforts.

In this session, you’ll learn how to create differentiated content (thought leadership) and bring it to life across multiple channels by building an evangelism program that maximizes your return on content assets. We’ll discuss program elements and examples, including: studies/surveys, speaking, webinars, blogs/articles, whitepapers/tip sheets, videos, social media, and more. You’ll also discover the key roles and value of corporate evangelists who bring your content to life.

At the end of this session you will be able to:

  • Understand the key roles and elements of a corporate evangelism program
  • Learn how to differentiate content from competitors through true thought leaders
  • Model your efforts after the examples of succesfull thought leadership content