Monetize Your Message: Crafting Content Strategies that Convert


In this breakout session, join Andrew Hall, VP of Demand Generation at Canto and Alexi Hatch, VP of Global Growth Marketing at Quantum Metric for an informative discussion about strategies for monetizing marketing messages in today’s complex buying landscape.

Together, they delve into the importance of understanding the ideal customer profile (ICP) and tailoring messaging to resonate with different buying committee members. They highlight the importance of personalization, content scaling, and buyer journey optimization in an environment where the buyer’s journey has become more complex and nuanced than ever.

Watch this session and learn how:

  • Personalization at scale is crucial for addressing buyer pain points and optimizing the buyer’s journey.
  • Building an accurate ideal customer profile (ICP) helps to identify champions and blockers within the buying committee
  • You can leverage data-driven insights to create content that mirrors buyer interactions across a nonlinear journey
  • Collaboration between marketing and sales teams is vital for driving conversion and maximizing ROI in marketing campaigns.

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Andrew Hall

Vice President, Global Demand Generation

Andrew is VP of Global Demand Generation at Canto. He’s a B2B marketing specialist with a career that has spanned advertising agencies, the SaaS start-up world as well as cyber security and is well versed in all things content marketing. With in-depth experience of work management tools, digital asset management and change management strategies, Andrew has a knack for helping companies set themselves up for success by scaling their creative operations.

Previously recorded webinars

From Logo to Legacy: How to Create and Amplify a Successful Brand Identity

Martech 2.0: Scott Brinker on the Trends and Technologies That Are Shaping Our Future

Innovation: How Top Teams Balance Vision and Reality

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