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Marketing With Content: How to Scale With a Small Team and Big Constraints
Speakers: John Fernandez, VP of Revenue Marketing Contently Kelly Crowe Dagdigian, VP - Head of Corp Marketing @ Brown Brothers Harriman Michelle Pouliot, VP Corp Marketing @ Brown Brothers Harriman
Marketing With Content: How to Scale With a Small Team and Big Constraints
- 2. Marketing With Content: Howto Scale With a Small Team and Big Constraints John Fernandez VP of Revenue Marketing Contently
- 3. Welcome! John Fernandez VP OFREVENUE MARKETING CONTENTLY
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- 5. 70%of content goesunused.
- 6. 54%of buyers believe muchof the content they receive is useless.
- 7. Source: Beckon 5% of contentgets 90% of attention.
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- 10. Strategy The blueprintfor tying content to your goals Process How teams and technology impact productivity Content Creating breakthrough content that drives meaningful engagement Results How data informs decisions and drives continuous improvement
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- 13. Speakers Kelly Crowe Dagdigian VP, HEADOF CORPORATE MARKETING BROWN BROTHERS HARRIMAN Michelle Pouliot VP, CORPORATE MARKETING BROWN BROTHERS HARRIMAN +
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- 16. Investing in YourInsights +
- 17. Intellectual curiosity Authentic stories with abusiness purpose Insight-driven sales +
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- 19. Knowing your customer Client feedback loop Ahuman connection +
- 20. Women & Wealth Summer2017 KATIE COURICIS TALKING ABOUT A REVOLUTION +
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- 22. + + + Manageto an editorial calendar Create your own data Leverage Contently Make the content sweat +
- 23. Reaching people ona budget +
- 24. PR alignment Influencer strategy Marketo asa distribution channel +
- 25. Using Data toTell Better Stories +
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- 27. • Analyze multichannel data and insights •Create an overall content success story • Establish benchmarks +
- 28. • Focus onnow, but don’t forget about the future • Try new things! • Find early adopters • Report, refine, report • Use insights to feed the content engine +
- 29. Q&A Kelly Crowe Dagdigian VP,HEAD OF CORPORATE MARKETING BROWN BROTHERS HARRIMAN John Fernandez VP OF REVENUE MARKETING CONTENTLY Michelle Pouliot VP, CORPORATE MARKETING BROWN BROTHERS HARRIMAN +
- 30. BBH Disclaimer This publicationis provided by Brown Brothers Harriman & Co. and its subsidiaries ("BBH") to recipients, who are classified as Professional Clients and Eligible Counterparties if in the European Economic Area ("EEA"), solely for informational purposes. This does not constitute legal, tax or investment advice and is not intended as an offer to sell or a solicitation to buy securities or investment products. Any reference to tax matters is not intended to be used, and may not be used, for purposes of avoiding penalties under the U.S. Internal Revenue Code or for promotion, marketing or recommendation to third parties. This information has been obtained from sources believed to be reliable that are available upon request. This material does not comprise an offer of services. Any opinions expressed are subject to change without notice. Unauthorized use or distribution without the prior written permission of BBH is prohibited. This publication is approved for distribution in member states of the EEA by Brown Brothers Harriman Investor Services Limited (BBH ISL), authorized and regulated by the Financial Conduct Authority. BBH, Infomediary, InfoFX, ActionWorld and WorldView are service marks of Brown Brothers Harriman & Co., registered in the United States and other countries. InfoSettle is a service mark of Brown Brothers Harriman & Co. © Brown Brothers Harriman & Co. 2018. All rights reserved. IS-03892-2018-04-12 ©2018 Brown Brothers Harriman & Co. Confidential & Proprietary. Not to be reproduced without the explicit consent of BBH & Co. "BBH" and "BBH & Co." are registered service marks of Brown Brothers Harriman & Co.