Creating Connected Experiences

With a Strategy for Context

As more and more content bombards B2B buyers, less of it gets their attention. This is not because there’s too much content, but rather because it’s not seen as relevant. We’ve actually numbed our audiences with content that disappoints because it fails to resonate. To be successful as marketers, we need to change our approach. Applying context can change wallflower content into the star of the show—to create connected experiences and increase contribution to revenue.

In this session, you’ll learn how to:

  • Align content to your buyer’s context as it changes across the buying journey
  • Milk your personas for insights to address context influenced by the buying committee
  • Apply context to the tone and style of your content to increase resonance
  • Incorporate context effectively into your content marketing strategy

Speaker Bios

Ardath Albee


B2B Marketing Strategist
Ardath Albee is a B2B Marketing Strategist and CEO of her firm Marketing Interactions, Inc. She helps companies with complex sales turn prospects into buyers with digital marketing strategies and content platforms that show them what's possible, why to embrace change and how to gain value that drives business. Ardath also authored the book eMarketing Strategies for the Complex Sale, has been voted one of the 50 Most Influential People in Sales and Lead Management for the past three years, and was selected as a 2014 Woman to Watch in B2B Marketing by FierceCMO.

matt dion headshot


CEO, Mintent
Matt is the CEO of Mintent (, a content marketing automation software company. With a career spanning 20+ years, Matt is a consummate thought leader in the areas of digital marketing, experience-driven commerce, commerce strategy, marketing, and business development. His unique insights on how executives can build digitally-enhanced experiences that unlock new value have been featured in TechCrunch, CMSWire, Huffington Post, Internet Retailer, Get Elastic ecommerce blog, Retail Online Integration, and Chain Store Age. Matt is also a much sought-after speaker, having presented at Adobe Summit, Enterprise World, Digital Entertainment World, Luxury Interactive, Digital Hollywood, and others.

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