Event Detail
Content Marketing: Winning the B2B Marketing Game on a New Field of Play
Registration/Cancellation Deadline: Fri, Jan 25, 2013
Speaker: Eric Wedemeyer (CEO, Tactus Associates), Jean-Pierre Bernardino (President, Puratos Japan)
Hosting Committee(s): Independent Business, Marketing Programs, Sales Development
Venue: Tokyo American Club MAP
Member Fee: ¥4900
Guest Fee: ¥6900
Extras: Meal included
B2B marketers are facing the hard truth that their traditional playbook of trade magazines, exhibitions and direct mail is no longer a winner. In a new world of instant on-line communications and unfettered information flow, customers don't buy the same way they used to, salesmen don't sell the same way and competitors don't compete the same way.
With change comes great opportunity. Enter Content Marketing, a discipline that harnesses your company's knowledge and expertise not to push messages out to customers and prospects but to offer content of such compelling value that they come to you. Over 90% of B2B marketers in North America already employ content marketing in some form, but Japan lags behind.
This session will present B2B marketers with a practical overview of what content marketing is, how it works and what steps companies in Japan can take to put it to work for them. In addition, one of the leading practitioners of B2B content marketing in Japan will share real-world case studies of content marketing in action.
Our speakers are:
Eric Wedemeyer is CEO of Tactus Associates, a Tokyo-based marketing consultancy that provides branding and content marketing services to B2C and B2B companies. In over 30 years in Japan he has worked with leading international brands including BMW, Red Bull, Aussie Beef, Credit Suisse and Hertz.
Jean-Pierre Bernardino is President of Puratos Japan, a subsidiary of the Puratos Group of Belgium, a worldwide leader in ingredients for bakery, patisserie and chocolate. His career spans over 20 years in Japan, where he worked at L'Oreal, Danone and Red Bull before joining Puratos.
NOTE: This meeting is OFF THE RECORD
Note: ACCJ events are for ACCJ members and their guests only. To learn more about becoming an ACCJ member, see the Membership section of this site or contact the Membership Services Department at info@accj.or.jp / (03) 3433-7304.
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