B2B SIG: Does Content Marketing Work for B2B
Event on 2014-12-02 07:30:00
Is Content Marketing Right for your B2B Business?
Find out how top Nashville marketers made the decision to start marketing by attracting, rather than interrupting, and the tactics they use. By providing information that has value, is relevant, authoritative, free, and never a sales pitch, they offer help and advice. Sounds great in a warm fuzzy way for B2C – but does it improve the bottom line in a B2B environment?
In this panel discussion, you will hear case studies from four marketing experts in various stages of using content marketing to promote their business or their clients’ B2B businesses. Then have a chance to stay for round table discussion where panelists and guests will discuss specific marketing challenges and opportunities they are having. The event begins with time to network, followed by a delicious breakfast form Maggiano's.
We are all working to figure out the best way to reach customers/clients in a rapidly changing digital environment. This is a chance to collaborate, learn what’s working, and what’s not. As we continue to build Nashville as a Marketing Technology Leader, this is a golden opportunity to chat about best practices and challenge one another to create the next big ideas.
The panelists for this discussion are: David Green – David Green Communications – Content Marketing Pioneer, Lori Whitbey – Schneider Electric – Global Fortune 500 Company, Rex Hammock – Hammock, Inc. – Content Marketing Agency, Holly Krozel – Martin & Co. Advertising – Auto Accessories Marketing Agency
7:30 – 8:15 Maggiano's Breakfast & Networking
8:15 – 9:15 Panel discussion
9:15 – 10:00 Round table discussions
David Green – David Green Communications – Content Marketing Pioneer
David Green is an award-winning communicator with a deep background in developing strategies to increase visibility for businesses whose selling point is their expertise. David has assisted top companies in healthcare, accounting, architecture, technology, home building, occupational safety and other fields develop strategic public relations and marketing campaigns that have helped build brands and driven sales. By developing blogs, newsletters, articles, white papers, case studies, webinars and a variety of other tools that demonstrate expertise, and by obtaining media exposure, David has helped clients dramatically boost traffic to their websites and generate leads. As managing editor of The Tennessean, Nashville's daily newspaper, he oversaw the planning and execution of content for all sections of the web site and newspaper and led a staff of 190 professional journalists. At the Lexington (Ky.) Herald-Leader, David led investigative reporting teams, one of which won a Pulitzer Prize.
Lori Whitbey – Schneider Electric – Global Fortune 500 Company
Lori Whitbey enjoys developing content for the challenging and complex B2B market. As a senior marketing specialist in the strategic/global marketing division of Schneider Electric, Lori is responsible for creating and developing integrated marketing campaigns to launch products to the B2B target audience. With over 25 years’ experience in both corporate and ad/marketing agencies, she uses a mix of advertising, direct marketing, sales collateral, POP, interactive, and digital to increase engagement and drive sales.
Rex Hammock – Hammock, Inc. – Content Marketing Agency
Rex Hammock is CEO of the customer media and content marketing services company, Hammock Inc., a company he started in 1991. For 23 years, Hammock Inc. has focused exclusively on direct-to-customer media and content, the types of print, digital and video marketing services that is today call “content marketing.” Hammock Inc. works with some of the largest companies in the healthcare services field, as well as large associations and companies that serve the marketplace of small business decision makers. In addition to providing content services to clients, Hammock Inc. owns and operates various media services related to the brand, SmallBusiness.com. Rex is noted for his early integration of new media and technology into direct-to-customer content marketing efforts. He is noted also for his early adoption of web based social media as blogging (RexBlog.com) and Twitter (@R). His blog is currently listed among "top 10 CEO blogs" by Chief Executive Magazine and "to 25 CEO blogs" by CEO.com. In 2007, he was recipient of the Nashville Technology Council's first Social Media/Blogger of the Year award.
Holly Krozel – Martin & Co.Advertising – Auto Accessories Marketing Agency
Holly is the VP and General Manager of Martin & Co Advertising, and joined the team in 2013. She is a respected business leader, bringing over 15 years of marketing and analytics experience to the team. Throughout her career, Holly has created and implemented sustainable business processes. She has also worked on award winning cross-functional teams to launch new products, build brand awareness and increase sales both at retail and direct to consumer. Since her arrival at Martin & Company, Holly has driven the restructuring of the business to improve productivity, and position the team to best help clients compete in the increasingly digital world of marketing. This year, Holly lead the team in development of a seminar to share Content Marketing strategy with the Automotive Aftermarket Industry, being presented at the industry's SEMA trade show in Las Vegas. She has also lead Martin & Company's development of their own Content Marketing strategy to grow business, as well as a restructing of the agency to put more focus on this new way of marketing in their client's industry.
Thanks, as always, to our sponsors:
at Maggiano’s Little Italy
3106 West End Avenue
Nashville, United States