Technology companies are known for being on the cutting edge and driving innovation. However, much of their marketing content reads like a dry technical manual and does little to distinguish them from their competition. This problem can worsen if the
marketing department and the technical team don’t understand each other – the
marketers know they need to educate their audience and focus on the business benefits, but the technical experts want to show all the features to appeal to the end user. Companies may end up with content that explains the features but does little to engage a potential customer and get them to take the next step in the sales cycle. This
session will show B2B technology marketers how to use content marketing strategies to become ‘customer-centric’, rather than ‘feature-centric’. In doing so, they will convert more leads and shorten their sales cycles.
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