WEDNESDAY, MAY 5, 8:30am - 9:30am -
B2B companies produce a lot of content that attracts attention but does little to help a buyer make a decision. Meanwhile, sales teams continue creating one-off decks and explanations because the material they need doesn’t exist.
In this session, we’ll look at the role content plays across the buying process; from recognizing a problem to building internal support and reducing perceived risk. We’ll discuss how marketing, sales and subject-matter experts can identify the questions buyers need answered and create content that supports real conversations.