CHANGING THE GAME – TRANSFORMING THE MARKETING AND PROSPECT ENGAGEMENT EXPERIENCE WITH DIGITAL CONTENT MARKETING
Jennifer Bentley, Chief Marketing Officer, Blueprint
The rules of the game have changed. No longer is it acceptable for marketing to focus on brochures, presentations and content that asks prospects to “buy stuff”. It is about creating, curating and sharing valuable content that is useful, relevant and tailored in a manner that establishes a “trusted” bond between buyer and supplier that culminates in a purchase.
Blueprint is a leader and subject matter expert in Requirements Definition and Management – this is the brand persona we position to the market.
Over the past six months Blueprint has gone through a revitalization of its marketing strategy with the focus now on driving digital engagement and allowing the content to drive the conversation. Coupled with this refocus on content is the optimization of Blueprint’s digital presence ensuring every touch point reinforces the brand and opens a channel of communication.
This session will explore how Blueprint has “changed the conversation” using compelling, relevant content, a revamped digital content mix, the extensive use of multiple marketing channels and the impact this change has had in terms of lead generation, opportunity creation and new business.
Jennifer Bentley is a seasoned marketing leader with more than 15 years of proven expertise creating market demand for emerging and high growth software companies in North America and Europe. As Chief Marketing Officer of Blueprint, Jennifer is responsible for all marketing including demand generation, corporate marketing, analyst relations and PR, product marketing and community management. Prior to joining Blueprint, Jennifer was global vice president at Longview Solutions and has also held a number of progressively senior leadership roles at BorderWare (Watchguard), Transora (GS1), and Platform Computing (IBM).