MarketingFit Workshop Title  
     Palo Alto, CA | June 26, 2018

Track 1 - Content Marketing: The Art of Simplifying Your Content Strategy

The majority of tech marketers are on board using content marketing, but only 10% feel they are sophisticated in their approach, ability to measure success, and success in scaling.¹ IDG is here to help guide you through your content journey, from where to get started, to aligning the right content to stages in the purchase funnel, and scaling your message. You will leave this workshop with the insight you need to create a foundational content marketing strategy that can grow with your business.

8:30AM-9:00AM: Breakfast / Registration / Networking
9:00AM-9:15AM: Welcome
9:15AM-10:15AM: Building a Content Framework

Creating interesting content is not enough, your content needs to resonate with your customers and prospects. During this section, Matt Naffah, Sr. Director, Program Architecture, IDG Communications, Inc. and Rob O’Regan, Global Content Director, Strategic Marketing Services, IDG Communications, Inc. will explore:

  • Building and evolving personas so that you know who you are connecting with
  • Identifying the right topics for your target audience
  • Evaluating your content inventory and determining gaps
  • Taking action by nurturing prospects with content
  • Measuring success or areas that should be shifted
10:15AM-10:45AM: Content Success Stories / Fireside Chat

The dilemma of how to break through the clutter with content is real. Together we will walk through some unique content approaches as well as invite attendees to share projects that have been successful or offered lessons.

10:45AM-11:00AM: Q&A

 

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¹Source: 2018 Technology Content Marketing Trends, North America: Content Marketing Institute/MarketingProfs

Track 2 - Data/Targeting: Scaling Your Reach to the Right People at the Right Time

We have all heard “all data is not created equal,” but as a marketer how can you decipher what data you should rely on to build an effective targeted campaign that can scale? From 1st party to 3rd party data, Account Based Marketing (ABM) and beyond, this workshop will explore what information is available to target against and how data can be scalable across the web. You will head back to your office with the insight you need to develop a comprehensive targeting plan.

8:30AM-9:00AM: Breakfast / Registration / Networking
9:00AM-9:15AM: Welcome
9:15AM-9:45AM: Differentiating Data

Where does 1st  party data come from and why is it so important to your data targeting strategy? During this section, Mark Lewis, Vice President, Audience Development, IDG Communications, Inc. and Gordon Plutsky, Director, Insights and Performance Marketing, IDG Communications, Inc. will explore:

  • Understanding the differences between 1st party, 2nd party and 3rd party data
  • Exploring look-alike audience modeling and behavioral signs
  • Using retargeting of content and web pages to engage your customers
9:45AM-10:15AM: Using Data to Target Your Prospects

Targeting is not just about sharing your message with the right prospects, it is also about listening to what these individuals are talking about and using a variety of platforms (social, email, native, events, on site, off line) to engage with them.

10:15AM-10:45AM: Embracing ABM
ABM shortens your sales cycle by reaching the right audience and aligning your message with your customers’ needs. From outreach to nurturing, being able to personalize messaging deepens engagement.
10:45AM-11:00AM: Fireside Chat / Q&A
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