Presented by

Katy Howell and Tom Ball from immediate future

About this talk

Content requires investment. Brands need to see a return. And nothing is better than creating content that generates quality leads. Almost 60% of the purchase decision is made before a buyer talks to your company. Your customers are going online to discover how best to buy and compare companies. And 72% are using social media through the buying process. Find out how companies like IBM, IFS World, Blackberry, Festo, Eclipse Internet, Post Office, Staples Europe and Nexidia are focused on precision targeting their content. Join Katy and Tom to: •Develop a smarter approach to data that informs content that resonates with customers •Learn how to structure content across the sales pipeline •Put rigour in your metrics to hone your content on delivering results Join us in part one of our series in B2B social media: and make your content smarter at delivering leads.

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This channel is where brand marketers can uncover valuable social insight. Social expertise founded on 12 years' experience working with large, complex and often global brands. Packed full of pragmatic advice, case studies and director level discussions, this channel sets the bar on best practice social integration. The aim is to address the brand challenges, encouraging debate on social content performance, social lead generation, tools, resourcing and gathering conversation insights.