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How to use content to sell

Sales and Marketing

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Content is still a marketing buzzword, but many companies are creating it in a vacuum. Join this roundtable to learn how it can work harder for your business.

Most companies know their sales message. But the digital revolution has rewired our behaviour as consumers and penetrated the world of B2B marketing as well. Increasingly, people don’t just want to buy from you, they want to buy into you as a business.
This is why content marketing has had such a surge in popularity in recent years. It forces businesses to think about how to interest someone rather than sell to them. In a striking finding, the Corporate Executive Board (CEB) revealed in 2014 that the average customer will have completed more than one half (57 per cent) of the purchase decision-making process prior to engaging a supplier sales rep directly. They’ll be looking for content that assures them that you are the right choice, and you need to be present during the first 57 per cent of the process or risk not even getting the call.

This dinner will seek to explore, but not be limited to:
  • The benefits of a successful content marketing strategy
  • How to measure the business impact of the content you create
  • Who should lead content creation in your business
  • Which formats work best for different audiences
  • Useful technologies and innovations which make your content work harder
Supper Club Members only
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Wednesday 25 July, 2018 6.30pm

M Restaurant, 2-3, 60 Threadneedle Street, London EC2R 8HP