Andrew Hanelly

Andrew has spent his career developing and executing publishing, audience growth and monetization strategies and experiments for Fortune 500 brands, world-renowned media companies, associations and non-profits. His work has been featured at SXSW, Content Marketing World, FOLIO:, as well as the Economist and AdAge. Andrew was also the recipient of the Content Council’s inaugural Rising Star award.

Session

Mapping B2B Content to the Buying Cycle: Case Studies from C&EN BrandLab

Summary

In this session, learn from a B2B marketing expert as we walk through the lessons learned from working with C&EN BrandLab content studio and its clients. We’ll highlight trends that are persuading today’s buyer, and go behind the scenes on the strategies that helped major chemical and pharmaceutical companies build their brand reputation, educate their customers and convert them to meet business growth goals.

Key Takeaways

• Learn how other B2B marketers are utilizing content to move prospects through the buying cycle
• Get practical takeaways to ensure your content serves a business purpose by understanding which content is relevant at each phase of the buyer journey
• Debunk the myth that creating an emotional connection with buyers is not relevant in B2B marketing