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Roundtable: The State of B2B Content Marketing

Roundtable: The State of B2B Content Marketing

Our 2021 State of B2B Lead Generation research found that marketers rank the lack of high-quality content as one of the biggest barriers to the success of their campaigns.

The purpose of the roundtable is to address the challenges businesses face in producing content that resonates with the buyers they are looking to attract.

We will be discussing best practices and examples that have led to successful outcomes for organisations.

Topics covered in the roundtable will include:

  • How content is budgeted for within the business
  • Relating content to commercial strategies
  • Frameworks and forums to surface and evaluate content ideas
  • Gaining buy-in from sales counterparts
  • Key metrics and KPIs to measure outcomes
  • The performance of third-party content vs branded content

This roundtable is aimed at those overseeing content and demand generation strategies.

Register for this roundtable now to reserve your space.


Michael Nutley - Digital Media and Marketing Journalist
Michael is a freelance writer specialising in interactive media and marketing. He was head of content for Digital Doughnut between 2012 and 2016, and during that time edited the European channel of Adobe’s CMO.com website.
Before that he was editor of New Media Age, the UK’s leading news publication for interactive business from 2000 to 2007, and its editor-in-chief from 2007 to 2011. He has written widely about the sector, is a regular speaker in the media and at conferences, and has lectured on the future of advertising and publishing at the London College of Communications.


John Horsley - CEO, Demand Exchange
John has more than 20 years of digital marketing industry experience and has seen the industry grow from the early internet pioneers to today’s bustling marketplace. Both the British Interactive Media Association and Drum magazine have ranked John as one of the top 100 people in the UK’s digital industry, while business magazine Fast Company listed John in their top 50 most influential people on the web.


Linus Gregoriadis - Director, London Research
An experienced digital marketing analyst, business writer and speaker who co founded London Research in 2017. Linus spent more than a decade setting up and building the research function at Econsultancy, a digital research and training company now owned by Xeim. After leaving Econsultancy, he launched ClickZ Intelligence for B2B media company Contentive.

Date:         20th April, 2021
Time:        3:00 pm BST | 4:00 pm CEST | 10:00 am EST | 7:00 am PST
Duration:  90 minutes

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