February Luncheon: Thursday, February 20

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Thursday, February 20
The Good, The Bad & The Ugly: Making Content Work for Sales
Where: Hilton Westchase (9999 Westheimer Rd, Houston, TX 77042)
When: 11:30 a.m. – Networking
Noon to 1:00 p.m. – Presentation and Lunch
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Register Online
   BMA Members: $30.00
   Non-members: $45.00

Register at Luncheon
   BMA Members: $40.00
   Non-members: $55.00 

Details: Making Content Work for Your Sales Team If content marketing supports the sales cycle, why are so many companies bad at it? It’s not a shortage of technology. It stems from sales and marketing not having walked the proverbial mile in each other’s shoes. This lack of understanding causes friction between what sales teams want and what marketing delivers—and when.

This session will help B2B marketers understand the sales side of the house, how the new customer journey impacts sales, the financial cost of misalignment between marketing and sales, and how to create content that not only resonates with customers, but also engages and excites your sales team. Attendees will learn:
    •    Uncover different expectations sales and marketing have around the customer buying cycle and sales enablement
    •    Find out why marketing and sales have such a different approach for a common goal – getting customers and bringing in revenue
    •    Learn the new rules of responsibility for sales and marketing as it relates to content marketing
    •    Understand how marketers can speak the language of sales in order to develop more relevant content during each step of the buyer’s journey

About the Speaker

Bob Lauterborn

Carla Johnson
Principal, Type A Communications

Carla Johnson, Principal, Type A Communications, helps companies tell better stories in order to build stronger brand awareness, create employee and customer engagement, align marketing with sales, and, ultimately, generate top-line revenue. Her clients include companies such as Motorola Solutions, Sybase, VMware, Western Union, Encana Oil & Gas, the U.S. Army Corps of Engineers, the Business Marketing Association and numerous other corporate, government and nonprofit organizations.

She’s a consultant to the Content Marketing Institute, a member of the board of directors for the Business Marketing Association, a past president of BMA Colorado, a frequent speaker, contributing author to the book, Advice from the Top: The Expert Guide to B2B Marketing, an Instructor for the Online Marketing Institute, and writes on the power of brand storytelling, content marketing, B2B marketing, and innovation for the Content Marketing Institute, Chief Content Officer magazine, CMSwire and other high-tech, industry and business audiences. Follow her on Twitter @carlajohnson.

  Questions? Contact info@bmahouston.com