On Friday, April 4 2014, the Massachusetts Technology Leadership Council (otherwise known as the MassTLC) hosted a summit event for the sales and marketing cluster titled, “Building a Lean, Self-Perpetuating Marketing Machine”.
The focus was on ‘growth hacking’, or modern marketing techniques one can use to find repeatable buying patterns with almost no investment. The event featured some keynote talks from
- David Skok (@BostonVC on Twitter), partner at Matrix Partners,
- Brian Balfour (@BBalfour on Twitter), Vice President of Growth at Hubspot, and
- Heather Loisel (@HeatherLoisel on Twitter), Vice President of Consulting and CMO Practice Leader at Sirius Decisions).
The event also featured a panel of growth hackers and modern marketers, including
- Brian Balfour,
- Damian Roskill (@DRoskill on Twitter), Vice President of Marketing at uTest,
- Michael Yaffe (@BeyondTrust on Twitter), Vice President of Marketing at Beyond Trust), and
- Justine Jordan (@meladorri on Twitter), Marketing Director at Litmus).
All shared some of their own experiences in modern marketing, including some things that worked and didn’t work.
The last session of the day was a content marketing workshop/interactive discussion that I co-led, along with Jonathan Burg (@JonMBurg on Twitter). In it, we spoke about how a team can create a content marketing strategy that aligns with a B2B marketing funnel. We included three mini-break-out sessions, where the table could discuss a few things, and included handouts in the packets for attendees to take back to the office and digest.
I’ve loaded that slide deck we used to SlideShare. Head on over to the MassTLC blog to see the full entry, view or download the slides, and see content from the remainder of the session.
image source: author’s own
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