Next Level B2B Content Marketing @ New York Life

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Armed with proprietary data, perspectives and insights, B2B marketers have the expertise and knowledge they need to build powerful content that sells. But leveraging those assets to convey clear compelling messages that attract and convert potential buyers remains an ongoing challenge. That’s where this informative and engaging day on B2B content marketing, hosted by New York Life, comes in.

 You’ll get the tools and insights you need to take your content marketing to the next level. Join us and learn directly from the champions of B2B and content marketing as they share:

  • How a B2C sales organization successfully broke into the B2B market
  • Ways to stay relevant and real in an evolving digital world
  • A winning formula for channel strategy
  • The top questions you need to ask when building your B2B content framework
  • New ways to optimize the customer journey


Tuesday, November 27, 2018
8:15am Breakfast

9:00am Opening Remarks

Natan Cohen
Corporate Vice President, Agent Marketing Program New York Life

New York Life: Open for Business

Learn how marketing invigorated a 173 year old practice by building a program designed with the Small Business Owners’ needs at the center. If you’re an SMB marketer, you’ll want to hear this.

Kaitlin Hespos
Retirement Marketing Director New York Life

Turn Your Content into a Competitive Advantage

Get ready for a master class in content marketing with Colleen Jones, author of The Content Advantage (Clout 2.0) and the head of content at MailChimp. Content is critical to marketing campaigns, customer experience, technical support, and more. But are you treating content as merely a cost? Or are you turning it into a competitive advantage? In this session, learn

  • Why big companies don't necessarily do content better
  • What a content vision is and why it's the top content success factor
  • A content strategy framework based on 5 key questions
  • A model and self-assessment for content operations maturity

Along the way, see examples from companies ranging from a spinning studio to Netflix.

Colleen Jones
Head of Content MailChimp
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Networking Coffee Break


The Winning Formula for Effective Integration of SEO and Content Marketing

Hear about the path that the Epsom Salt Council took to create an SEO-centered content marketing program that effectively drove not only online traffic, but offline sales. You will hear firsthand how the Council worked with Mower’s SEO and public relations teams to implement a content marketing strategy that continuously feeds its B2B customer base by driving up derived demand from the B2C audience. You’ll leave with a step-by-step formula on how to more effectively integrate SEO into your content marketing efforts and achieve similar results.

Mary Owusu
Vice President and Director, Digital Strategy & Analytics Mower
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How B2 Award Winner PwC Keeps Digital Real, Relevant, and Actionable

More than 10 years ago, PwC set out to assess how businesses view, invest in, and adopt digital by launching its Digital IQ program. Back then, “digital” was just another name for “IT.” But today, "digital" is everything. Learn how PwC reinvented its award-winning program to lead in the evolving digital world, and how they broke the mold to generate fresh insights from more than 2,200 executives across 53 countries through an integrated marketing program, fueled by the sales force.

Matthew Lieberman
Marketing Leader PwC US
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AI-Powered Content Optimization: The Journey to Higher Engagement

Want to turn more visitors into loyal customers? Then step into the future of content marketing: artificial intelligence. Find out how AI-powered analytics drives greater user engagement. Understand if your content is resonating, how different touchpoints combine to boost engagement or abandonment, and what channels and content types are best at driving your visitors along the customer journey.

Brian Donnelly
Product Marketing, Watson Customer Experience Analytics IBM
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Conference Adjournment

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.