Find an Enemy with your Content Marketing

Featuring: Katie Martell, On-Demand Marketer, at BrightTALK's Content Strategy & Distribution Summit.

What do Salesforce, Apple, and the South Beach Diet have in common? They motivate others to action against an enemy - and it isn't the competition.

While your buyers are certainly motivated by benefits, they are more likely to be truly galvanized when called to rally against a common foe. This is what creates movements that build momentum for brands.

The right enemy can also be a powerful way to focus our marketing team and improve our content marketing. Join this session, and find your antagonist.

About Katie:

Katie Martell is a millennial CMO and entrepreneur. She has been named a "marketing expert to follow", a top 10 marketing writer on LinkedIn, and top 3 most influential B2B marketer on Twitter. Katie has spent the last decade marketing to marketers, and today serves a variety of companies as an on-demand marketing consultant. Learn more at www.katie-martell.com

Account-Based Marketing tools like Engagio, DemandBase, and Terminus are powerful, exciting pieces of technology. But without the right data and decisions in place, it's like putting really nice shutters on a house without a foundation.

B2B companies must be thoughtful about their ABM setup.

Join Katie Martell, on-demand B2B marketer, and Jon Russo, B2B marketing operations expert and high-tech CMO as they walk through EXACTLY what companies need to get these tools to work. They'll share a real-life example of how to wrangle data and MAP/CRM integrations to get up and running with account-based strategies.

Everyone's on a journey with ABM, but some are in different places than others. This session is ideal for anyone who's interested in getting started with ABM, who has bought an ABM tool and wants to improve their implementation, or who wants to see more value from their investment in ABM.

There are no shortcuts in the practice of turning prospects into engaged buyers who become loyal customers. However, there is one concept effective B2B marketers live by to accelerate the process of generating leads: relevance.

Join this free, live webinar hosted by Katie Martell, and learn three ways demand gen pros are harnessing the power of relevance today, including:

- Customer insight
- Account-based programs
- Personalization

This webinar is brought to you in partnership with Evergage and presented as part of BrightTALK's Demand Generation Summit.

About Katie

Katie Martell creates buzz and drives market demand as an on-demand marketing consultant, writer, and speaker based in Boston, MA. She has been named a "marketing expert to follow", a top 10 marketing writer on LinkedIn, top 3 most influential B2B marketer on Twitter, and has been invited to speak at a variety of industry conferences. Katie has spent the last decade marketing in positions including CMO and co-founder of MarTech startup Cintell and Director of Buzz at NetProspex (a D&B company). www.katie-martell.com.

About Evergage

Only Evergage’s real-time personalization platform delivers The Power of 1, enabling digital marketers to transform the dream of 1:1 customer engagement into reality. Combining in-depth behavioral analytics and customer data with advanced machine learning, Evergage provides the one platform you need to systematically understand and interact with each person that visits your site or uses your app – one at a time, “in the moment” and at scale – to deliver a maximally relevant, individualized experience.