We are exhibiting at the Digital Marketing Show today (stand B66). I'm going to try and report here on some of the talks I've attended today and yesterday.
The Digital Marketing Show's Content Hub Theatre kicked off with a very interesting talk on 'The business case for content', led by Mark Sallows and Gareth Case.
The section that stuck with me most was Gareth's question to the audience:
'how many of you sit with sales at work?'
About a third of the audience put up their hands. Not enough.
Gareth made the case that marketers should spend more time with sales people, and particularly, that they should go with them to meet clients. How should marketing be optimised if it doesn't have access to client feedback directly?
I heard a keynote yesterday at the PSMG annual conference by Harriet Creamer in which she bemoaned the fact that KP teams and BD teams rarely met and collaborated.
In both cases it seems clear that company managers should actively foster these collaborations rather than keeping them in ineffective silos.
Fortunately, that's not a problem I've had at Passle - where I've involved the sales team in the content marketing strategy, and vice versa, without too much friction. The key for us was:
- Explain the benefits (the why)
- Get everyone to commit to an achievable schedule
- Report back on success
The Business Case for Content, Transforming Perceptions and Results This session will cover how the CMO can secure a credible business case for content marketing and transform perceptions within their business, and the role the right tools can play to improve content performance, including how to: Increase click through by 5 times Increase lead generation by 3 times Increase average read time by 7 times, Start meaningful conversations with your customers Use content analytics to improve performance and report on ROI