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Getting Buy-In from the C-Suite

Event Date:
June 11, 2014 2:00 PM ET / 11:00 AM PT


What does it take to implement a successful Content Marketing Approach? Well, if you don’t have the C-Suite’s attention - that’s an incredibly strong indicator that you’re going down the wrong road. But, should we act first and ask forgiveness later? Or, should we build the business case from the start? Let’s discuss how content marketing can really move the business needle - so you can ultimately convince the C-Suite that a consistent approach, with real budget, real resources and real measurement will really work.

You’ll learn things like:
  • What it really takes to implement Content Marketing
  • How do you identify the best business case that will drive ROI for the program?
  • How do you identify customer pain points - and use content to differentiate your approach as a thought leader?
  • How do we get buy-in from our colleagues in other departments?
  • Once we start - how do we create a process that will last?
  • How do you track and measure results of your content marketing - does it really take months to get an answer?


Robert Rose
Chief Strategist
Content Marketing Institute

Robert's focus and passion is to help marketers become stellar storytellers.

In addition to CMI, Robert also serves as a Senior Contributing Analyst for Digital Clarity Group, and as Chief Troublemaker at Big Blue Moose.

Robert's book with Joe Pulizzi, Managing Content Marketing, spent two weeks as the #1 marketing book on Amazon.com. As a recognized expert in content marketing strategy, digital media, and the social Web, Robert innovates creative and technical strategies for a wide variety of clientele. He’s helped large companies such as AT&T, Petco, Caterpillar, ADP, Fairchild Semiconductor and KPMG tell their story more effectively using digital content strategies. And, he’s worked to strategize digital marketing efforts for entertainment and media brands such as Dwight Yoakam, Nickelodeon, and NBC.

Follow me on Twitter: @Robert_Rose


Gurdeep Dhillon
Global Vice President of Audience Marketing and Content Strategy
SAP Customer Engagement Solutions

Gurdeep Dhillon is Global Vice President of Audience Marketing and Content Strategy for SAP’s Customer Engagement Solutions. His team is responsible for building relationships and generating demand for SAP in the Sales, Customer Service, and Marketing lines of business. He is a 9 year software industry veteran, having held roles in Competitive & Market Intelligence and Corporate Strategy. He has an MBA and MSIS from Boston University’s Graduate School of Management. Gurdeep is a family man who loves sports and great stories, and his life pretty much revolves around what his next meal is.

Follow me on Twitter: @gurdeepd

Janelle Johnson
Director, Demand Gen
Act-On Software

Janelle is responsible for everything from email marketing, webinars and content creation to lead generation and nurturing. She is a key player in the development of all processes for lead and pipeline cultivation and maturation, and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to Watch” list as well as the “50 Most Influential People in Sales Lead Management.”

Follow me on Twitter: @janelle_johnson

Dennis McCafferty
Director of Content
W2 Communications

Dennis McCafferty has served as the Director of Content for W2 Communications since December 2010, responsible for a wide range of strategic content marketing-messaging efforts for tech-industry clients. Previously, he launched his own content business, DM Enterprises, and worked with clients such as IBM, Advanced Micro Devices, USAA, Nationwide, Ritz-Carlton, MasterCard, GM and many others. He also served as Senior Writer at USA WEEKEND, for which he interviewed Presidents Bush and Clinton, Caroline Kennedy, Russell Crowe, Al Pacino, Meryl Streep, Peyton Manning and Shaquille O'Neal, among others. During his time with WEEKEND, he appeared on CNN, Fox News, NPR, ESPN and numerous other outlets.

Follow me on Twitter: @dmccaff