Syndicate Sessions By Syndicate

Content Strategy and Operations

The success of digital transformation – and b-to-b marketing in general – is highly dependent on a strong b-to-b content engine. Unfortunately, many b-to-b organisations still suffer from systemic content-related issues across strategy, people, process and technology. In this track, we will share advancements and best practices that leading b-to-b marketing organisations are embracing to transform their content engines from constant challenge to competitive differentiator.

Introducing the Localisation Prioritisation Tool

SESSION FOCUS: ADOPT, OPERATIONALISE

Presenters: Julian Archer, Christine Polewarczyk

To drive profitable business in each of its local markets, organisations are forced to make decisions concerning both the mandatory and desired levels of localisation for content and solutions. We believe that the justification for localisation expenditure must be determined by scoring business benefit against cost, by market and measuring to an agreed threshold. This presentation will provide the following benefits:

For marketing:

  • Understand the impact that both relevant market and company factors play in determining an optimum localisation plan
  • Learn about the key constructs and elements of the SiriusDecisions Localisation Tool that aids organisations in ranking markets and prioritising localisation expenditures
  • See examples of how this tool can streamline your own company’s localisation efforts

How to Build a Content Measurement Dashboard

SESSION FOCUS: ADOPT, OPERATIONALISE

Presenter: Christine Polewarczyk

Content metrics are often scattered across an array of systems, geographies, functions and tactics, making it extremely challenging to collect KPIs and derive data-driven insights. Yet global and regional marketers are feeling increasing pressure to quantify the productivity and performance of the b-to-b content engine. In this session, we outline how to build content measurement dashboards that provide a 360-degree view of the health, effectiveness, and impact of your b-to-b content across multiple markets and languages. This presentation will provide the following benefits:

For marketing:

  • Learn a best practice approach to content measurement
  • Discover the most important content KPIs to be tracking and analysing
  • Get prescriptive and practical guidelines on how to build a content dashboard

 

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