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Thursday, October 17 • 3:15pm - 4:15pm
Why Sales Doesn’t Use Your Content -
Featuring Speakers from Postwire, Percussion Software, and Forrester Research

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"Where's the most recent brochure?"

Sound familiar? You create tons of content, but for some reason, your sales team can never find it, much less use it.

They instead resort to using the same old stuff and pay little mind to what you're producing, why you're doing it, and who you are catering it to. This is a sales and marketing disconnect, and recent surveys have shown that companies with strong sales and marketing alignment achieve higher revenue growth than those with disconnects.

The great news is that content can be a uniting force that aligns marketing and sales. This benefits marketing in that their content is used more often and in more personalized ways, and it benefits sales in that they become a trusted educational resource for buyers.

In this session you will learn tactics that will help you better align with sales and get them to use your content by:   

  • Building your content development and organizational plan
  • Developing buyer personas
  • Keeping sales up to date on available content
  • Using content in different mediums
  • Setting up a feedback loop

Speakers
avatar for Alexis Karlin

Alexis Karlin

Digital Marketing Manager, Percussion Software
A B2B marketing professional, Alexis brings high quality experience to the table at Percussion Software. Her creative marketing skills help drive qualified leads to the sales team. She imparts her passion for social media & digital marketing to other team members to help promote brand awareness for the organization. Through organization and enthusiasm she is able to show marketing isn’t just about process and technology, it is about the... Read More →
avatar for Shawn LaVana

Shawn LaVana

Vice President of Marketing, Postwire
Shawn LaVana has a successful track record of using creative marketing strategies to help companies launch and scale products. He is currently vice president of marketing at Postwire, the sales enablement solution for content marketers that empowers easy visual organization and personalized information sharing.
avatar for Susan Mlodozeniec

Susan Mlodozeniec

Senior Marketing Manager, Demand Generation, Forrester Research
Susan enthusiastically leads Account Based Marketing initiatives at Forrester Research. She creates and operationalizes programs that expand business at existing client accounts.   She works closely with Sales teams to design targeted programs and circulate relevant content within accounts. This builds the relationship further and uncovers needs for additional solutions. Susan is passionate about making Forrester’s clients... Read More →


Thursday October 17, 2013 3:15pm - 4:15pm
Hynes Convention Center, Room 309 900 Boylston St Floor 3, Boston MA
  • Room Room 309
  • Session Partner Postwire