Content has emerged as one of the key factors in the B2B decision-making process, not only in early engagement, but also in the latter stages of selection and validation. In this panel discussion, leading executives will share case study examples and insights into how: -Marketers are helping to automate and curate tailored content experiences for key target audiences; -Measurement, insights and analytics are helping sales teams be more responsive to the needs of buyers; -Sales teams are delivering customized content experiences to help support ABM initiatives, and -Organizations large and small are scaling content experiences across a variety of accounts.

1. #B2BMX
Content As A Tool For Connecting &
Closing
Samara Hamilton – Spartan Motors
Stefanie Causey – Aspect Software
Marlowe Fenne – Cisco
Andrew Gaffney – Demand Gen Report

2. #B2BMX
Cisco Seller Acceleration
Personalized Opportunities, Enablement
and Customer Content in one workflow

3. #B2BMX
§ 5,000 Sellers
§ 75,000 customers
§ 4-5X industry response rates
§ Higher quota attainment, larger deal
§ 35% Higher refresh rate
ABM at Scale

4. #B2BMX
Seller Acceleration Process
Welcome from
Sales Leadership
Personalized Portal
for each Seller
NEW Progressive Seller
Messages to Customers
NEW Integrated SFDC Leads &
Leadership Reports
Reports by area on
reps who open/read
Reps who act on
their leads
Reps engaging customers &
customers engaged
Leads converted to
opportunities and booked

5. #B2BMX
Personalized
Seller Portal

6. #B2BMX

7. #B2BMX

8. #B2BMX
Personalized
Customer Portal

9. #B2BMX

10. #B2BMX

11. #B2BMX

12. #B2BMX

13. #B2BMX

14. #B2BMX
Format

15. #B2BMX

16. #B2BMX
Content Progression for Show Leads
Show Leads
Checklist:
10 Things to Ask
before Buying an RV
Why Class A Owners
Love their Spartan
Listicle: 5 Reasons
Spartan
Listicle: 5 Reasons
Entegra
Listicle: 5 Reasons
Newmar

17. #B2BMX
Content As A Tool For Connecting &
Closing
Samara Hamilton – Spartan Motors
Stefanie Causey – Aspect Software
Marlowe Fenne – Cisco
Andrew Gaffney – Demand Gen Report