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Workshops/Opening – September 4 | Sessions – September 5 | Sessions – September 6
PROGRAM
Content Marketing: How to Transform Your Organization/Culture for Content Success
September 6th – 11:15am
In 2012, many brands are facing the realization that customers have become smarter than us. They are finding valuable information about our products from the web, from their peers but more importantly, not from us. Our outbound marketing tactics still make up a large majority of our marketing mix and they are rapidly becoming less effective. Our marketing employees are not equipped with the skills and experience to create marketing that meets customer needs. In this session, Michael Brenner will describe how SAP is transforming its marketing organization into a more customer-focused function that is adding value across the entire business using content strategy and effective content marketing techniques.
Primary Audience: Corporate Marketers, Consultants and Agencies supporting Brands
Key Takeaways:
- How to help your organization see the need for change
- Create the business case for content marketing
- How to approach the organizational transformation required to support effective content marketing
- A case study on effective content marketing
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SPEAKER
Michael Brenner
Senior Director Integrated Marketing & Content Strategy, SAP
Michael Brenner is the Senior Director of Global Integrated Marketing for SAP, the author of the B2B Marketing Insider blog and a co-founder of the social news site Business 2 Community. Michael started his career nearly 20 years ago in sales, followed by field, product and corporate marketing positions at the Nielsen Company. He then led marketing for 2 companies prior to joining SAP. Follow Michael on Twitter at @BrennerMichael.
