Technology Exchange Sessions SiriusLab Assessing Content Requirements and Technologies for a Transactional Model

SiriusLab: Assessing Content Requirements and Technologies for a Transactional Model

Speaker(s):  Phyllis Davidson, Jessie Johnson

Track(s): Track 1: Sales and Marketing Executives, Sales Enablement

Focus: Adopt, Operationalize

Priorities: Strategic Content Planning; Content Management and Technology

Today’s b-to-b buyer has heightened expectations for digital interactions with companies seeking to win and retain their business. The reality for marketers is that there is no single buyer’s journey or linear path to purchase. Content strategy decisions and technology investments must support audience needs and go-to-market strategy, activating a data-driven, buyer-centric content strategy across programs and delivery mechanisms. In this SiriusLab we will provide guidance on assessing alignment between how customers buy your product, your content strategy and the technology required to support it. This session will provide the following benefits:

For sales, marketing, and product:

  • Gain insight into how a transactional model impacts content strategy, management, delivery and measurement
  • See a process for mapping the buyer’s journey for e-commerce offerings and identifying the right mix of content and delivery mechanisms to activate
  • Learn about the role of technology in complex content planning and operationalization and get a checklist of business requirements for those technologies