Stories, Schmories: How to Develop the Kind of Content that Fuels Buyer-Centric Demand Generation
Speaker: Carlos Hidalgo, CEO and Principal — ANNUITAS
Companies are creating more content than ever in an effort to connect with their buyers. Many are doing so in the hopes of developing a story to tell their buyers as they move through their purchase path. While creating a narrative for your buyers is applicable with brand marketing, effective demand generation requires a one-to-one dialogue with your buyer, which is far different than one-way storytelling.
In this session, we’ll break down what's needed to create an ongoing, relevant dialogue with your buyer. You’ll discover the steps your organization can take right now to develop content that creates an ongoing conversation.
At the end of this session you will be able to:
- Get insights into your buyers, enabling your organization to build a talk track
- Develop different kinds of content for every part of the conversation with your buyer
- Determine the best way to measure the effectiveness of your demand generation dialogue