According to Forrester Research, 72% of businesses state that improving customer experience is their top priority. And for good reason: 87% of buyers state that brands need to improve their customer experience. Yowza! It's clear, there is a lot of work that needs to be done. While there are many aspects of delivering on the promise of customer experience, one crucial area is designing content that speaks to your customers at every stage of their life-cycle. Did you know that only 24% of B2B organizations rate their content marketing skills as mature, while only 8% see themselves as sophisticated? Are you in the other 68%? Join us for this lively sessions where you'll learn how to meet the needs of today's sophisticated and demanding buyer. Hint: it's not just about publishing more content. At the end of this session you will be able to: - Define the various stages of the customer lifecycle - Gain insight into the customer journey - Use these insights to inform content development - Have continuity of content from brand to customer advocacy