5 Steps to Successful Content Marketing for B2B Leads

IDC studies show that most IT buyers are half way through the purchase timeline before they agree to meet with a saleperson. 1 in 7 of the buyers push it even further: they wait until they are 75% of the way in before agreeing to an initial contact! The pattern is similar with most business buyers of today.

So, the evidence is clear: In today's B2B, content is critical to build a strong sales funnel.

But we know not all content is created equal. So, many questions arise.

What’s the best strategy for content?

What resource options do you have?

Can you sell your ideas to Sales, Product Marketing and other executives?

What’s your content for the next 6 months and how are you using it?

What mix of content is right for your products and services?

In our next roundtable event, let’s unearth the 5 Steps to successful content for the consideration phase in demand generation.

Sarah Autrand, Executive Marketing Consultant and previous NorCal BMA speaker, will lead this interactive discussion. She will share her insights, strategies and tactics to spark the discussion and answer questions about the critical role of content and how to overcome key obstacles that stand in your way in obtaining qualified leads.

BMA Roundtables are a smaller, more interactive venue to explore specific marketing disciplines. We feature leading speakers in a relaxed atmosphere with opportunity for audience participation.

Come join us and share your successes, challenges and inquires.


5 Steps to Successful Content Marketing for B2B Leads

by Sarah Autrand

Monday, May 16, 2016 from 6:00 PM to 8:00 PM (PT)

Savvy Cellar Wine Bar and Wine Shop
750 W Evelyn Avenue, Mountain View, CA

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Sarah Autrand

Sarah Autrand, Executive Marketing Consultant, is the Founder and past CEO of Market4Demand, Inc. a technology marketing consulting firm.

Sarah is no stranger to NorCal BMA: She was the featured speaker at a previous event in April 2013. She led a session on Mobile and B2B as part of NorCal BMA's previous roundtable series.

Sarah is a former President of the Silicon Valley American Marketing Association (SVAMA), post-graduate adjunct marketing professor at San Jose State University, and Interim VP of Marketing. She is a speaker, author, educator, and leader in Silicon Valley. Sarah's background includes work with top B2B brands.

Sarah has a long history with Sales and Marketing. She was Senior Marketing Strategist at Apollo Group, Director of Marketing at Pakana as well as Caligari, President at SellSoftware, in addition to her long association with Market4Demand.

Sarah has ghost-written many articles and white papers for CEOs and co-founders on a broad spectrum of topics.

Find Sarah on LinkedIn and Pinterest.

Recap: Becoming the Influential 1% on Social

The evening was under way on a cloudless, warm, and beautiful day at the historic Mountain View Train Depot that houses Savvy Cellar Wine Bar & Wine Shop.

As the full house of attendees started to assemble slowly but steadily, there was ample opportunity to greet familiar faces and mingle with fellow marketers interested in learning to extract the most out of Social Media.

Richard Bliss who manages Executive Social Strategy at NetApp, featured speaker for the evening, had plenty of time to get to know the crowd.

As everyone got their share of wine and snacks, it was time to start the show. After introducing the landscape of the social media channels, Richard really got down to the subtleties of Twitter. Everyone learned something new, including Richard, as some audience members had answers for some of the super-specific questions raised on the floor.

Next on the list was LinkedIn which was discussed in the same manner. The evening ended with a post-talk networking segment that gave an opportunity to make additional contacts among fellow professionals.

Members have access to the slide deck that Richard used for his presentation.If you are interested in membership, please check into the details here.

This slideshow captures the ambience at the roundtable and gives you a sense of the interactive nature of the evening. Note that for getting the full benefit of the roundtables, personal attendance is invaluable.

Make sure you set aside time to enjoy upcoming roundtables to learn similar tips and tricks from featured speakers who are experts in the field and also audience members who may have special knowledge in the topic covered.

See you at the next one!

Richard Bliss

Richard Bliss, Senior Executive Content Strategist at NetApp, manages the Executive Social Media strategy there.

He generates creative content to form compelling stories of engagement for the business audience with a business voice by blending traditional PR with dynamic social engagement. He is a regular contributor to Forbes.com.

Richard is a crowdfunding expert and is the host of the podcast Funding the Dream.

Also known as an industry patent pioneer in the History of Technology, Richard has extensive experience in Social, Cloud, Collaboration, and Gaming, and executes marketing initiatives to meet specific revenue targets as well as building communities of customers and avid fans.

Richard is a published author: His book Stealing the Show: 9 BlissPoints to get your organization noticed is a collection of some of his most requested marketing advice.

Prior to NetApp, Richard was Senior Vice President, Global Marketing at GWAVA and then at Social Tech Media.

Richard is a graduate of Brigham Young University.