Look Left @ Marketing

One of the primary objectives of a B2B content marketing program is to attract the attention and interest of potential customers. There are a lot of factors to be considered—after all, certain content may be more effective with prospects at different points in the sales process.   
In this episode of the Look Left @ Marketing podcast, the fifth in our content marketing series, Bryan Scanlon and Matt Raven provide insight and suggestions for B2B companies looking to properly produce content that supports lead generation. 

00:51 - A look at the classic marketing funnel

01:30 - The role of search and science in identifying customer interest

03:46 - Understanding the B2B audience

05:49 - How to plan for search when your emerging tech isn’t well known yet

07:59 - Appealing to “top of the funnel” prospects

09:41 - Companies that don’t fit in well-defined categories need to explore a variety of place

12:32 - Consideration and evaluation in the middle of the funnel, where comparison-based content works well 

15:07 - The value of product reviews has changed in recent years

One of the primary objectives of a B2B content marketing program is to attract the attention and interest of potential customers. There are a lot of factors to be considered—after all, certain content may be more effective with prospects at different points in the sales process.   
In this episode of the Look Left @ Marketing podcast, the fifth in our content marketing series, Bryan Scanlon and Matt Raven provide insight and suggestions for B2B companies looking to properly produce content that supports lead generation. 

00:51 - A look at the classic marketing funnel

01:30 - The role of search and science in identifying customer interest

03:46 - Understanding the B2B audience

05:49 - How to plan for search when your emerging tech isn’t well known yet

07:59 - Appealing to “top of the funnel” prospects

09:41 - Companies that don’t fit in well-defined categories need to explore a variety of place

12:32 - Consideration and evaluation in the middle of the funnel, where comparison-based content works well 

15:07 - The value of product reviews has changed in recent years

The 2022 RSA Conference returns June 6-9 in San Francisco and online. Two people who know a thing or two about the evolution of security are Jill Aitoro, SVP of content strategy for CyberRisk Alliance and editor in chief for SC Media, and Bill Brenner, VP of custom content at CyberRisk Alliance. Jill and Bill joined Look Left’s Davida Dinerman to preview the upcoming show and to dig into what they’re looking forward to:

01:17 - The excitement of returning to live events

03:25 - What Jill and Bill are most looking forward to at RSA

04:45 - The impact Zoom has had on SME interviews

7:06 - What topics they’re looking to cover at RSA

11:27 - Changes they’ve seen at RSA over the years

15:11 - RSA as an opportunity to produce a lot of interesting content

18:38 - What they look for in a good interview

21:49 - What challenges there are to pitching media

24:50 - Favorite “hot spots” at RSA

28:06 - Interesting stories from past RSAs

29:58 - How security blogging has evolved 

The 2022 RSA Conference returns June 6-9 in San Francisco and online. Two people who know a thing or two about the evolution of security are Jill Aitoro, SVP of content strategy for CyberRisk Alliance and editor in chief for SC Media, and Bill Brenner, VP of custom content at CyberRisk Alliance. Jill and Bill joined Look Left’s Davida Dinerman to preview the upcoming show and to dig into what they’re looking forward to:

01:17 - The excitement of returning to live events

03:25 - What Jill and Bill are most looking forward to at RSA

04:45 - The impact Zoom has had on SME interviews

7:06 - What topics they’re looking to cover at RSA

11:27 - Changes they’ve seen at RSA over the years

15:11 - RSA as an opportunity to produce a lot of interesting content

18:38 - What they look for in a good interview

21:49 - What challenges there are to pitching media

24:50 - Favorite “hot spots” at RSA

28:06 - Interesting stories from past RSAs

29:58 - How security blogging has evolved 

The RSA Conference, the world’s leading information security conference, will hold its annual cybersecurity conference June 6-9 at The Moscone Center in San Francisco. 50,000 people in the industry -- from vendors and company executives to policymakers and academics -- will converge to talk about current and future cyber and privacy concerns, ideas and solutions.

In this episode of the Look Left podcast, Davida Dinerman speaks with award-winning cybersecurity and privacy journalist Mathew Schwartz. Since 2014, Mat has been with Information Security Media Group, where he now serves as the executive editor for DataBreachToday and for European news coverage. 

For a preview of what will be new and exciting at RSA 2022, check out these highlights:

02:31 - The ISMG team that will be at RSA

04:56 - After a two year in-person hiatus, what is Mat looking for at RSA this year?

06:29 - 2022 trends in cybersecurity

08:45 - The latest coverage areas for ISMG

12:02 - Burnout factors impacting CISOs

14:49 - Changes in RSA through the years

19:40 - The evolution of today’s cyber threats

20:52 - Mat’s “shock and awe” approach to covering RSA

26:41 - Mat’s advice for first time attendees at RSA

30:38 - Having fun at RSA

The RSA Conference, the world’s leading information security conference, will hold its annual cybersecurity conference June 6-9 at The Moscone Center in San Francisco. 50,000 people in the industry -- from vendors and company executives to policymakers and academics -- will converge to talk about current and future cyber and privacy concerns, ideas and solutions.

In this episode of the Look Left podcast, Davida Dinerman speaks with award-winning cybersecurity and privacy journalist Mathew Schwartz. Since 2014, Mat has been with Information Security Media Group, where he now serves as the executive editor for DataBreachToday and for European news coverage. 

For a preview of what will be new and exciting at RSA 2022, check out these highlights:

02:31 - The ISMG team that will be at RSA

04:56 - After a two year in-person hiatus, what is Mat looking for at RSA this year?

06:29 - 2022 trends in cybersecurity

08:45 - The latest coverage areas for ISMG

12:02 - Burnout factors impacting CISOs

14:49 - Changes in RSA through the years

19:40 - The evolution of today’s cyber threats

20:52 - Mat’s “shock and awe” approach to covering RSA

26:41 - Mat’s advice for first time attendees at RSA

30:38 - Having fun at RSA

HIMSS22 takes place March 14 - 18 in Orlando, Florida. As always, thousands of people in the industry -- from vendors, clinicians and health system executives to policymakers and patient advocates -- will participate in person or via the Digital Experience.   

In this episode of the Look Left @ Marketing podcast, Davida Dinerman chats with John Lynn, founder of HealthcareScene.com, and Colin Hung, chief marketing officer and editor of HealthcareScene.com. John and Colin have been at the vanguard of digital health and consumer engagement for decades - and they have plenty of valuable information to share in this podcast about health IT conferences. Here are some of the highlights:

01:35 - HIMSS is about connecting with people throughout the industry

03:55 - How to approach a conference with so much content

05:35 - It’s a mistake to skip the conference because it’s “too big”

08:29 - The evolution of HIMSS 

11:40 - The merging of technology and healthcare

16:08 - Where is telehealth is going

17:13 - Advice for first time attendees - “Have a plan, but be brave.”

19:59 - Extending the value beyond HIMSS

22:44 - Possible competition between HIMSS vs. ViVE

26:05 - Don’t miss the community photo

HIMSS22 takes place March 14 - 18 in Orlando, Florida. As always, thousands of people in the industry -- from vendors, clinicians and health system executives to policymakers and patient advocates -- will participate in person or via the Digital Experience.   

In this episode of the Look Left @ Marketing podcast, Davida Dinerman chats with John Lynn, founder of HealthcareScene.com, and Colin Hung, chief marketing officer and editor of HealthcareScene.com. John and Colin have been at the vanguard of digital health and consumer engagement for decades - and they have plenty of valuable information to share in this podcast about health IT conferences. Here are some of the highlights:

01:35 - HIMSS is about connecting with people throughout the industry

03:55 - How to approach a conference with so much content

05:35 - It’s a mistake to skip the conference because it’s “too big”

08:29 - The evolution of HIMSS 

11:40 - The merging of technology and healthcare

16:08 - Where is telehealth is going

17:13 - Advice for first time attendees - “Have a plan, but be brave.”

19:59 - Extending the value beyond HIMSS

22:44 - Possible competition between HIMSS vs. ViVE

26:05 - Don’t miss the community photo

Reimagine Health is the theme of HIMSS22, which takes place in person March 14 - 18 in Orlando, Florida. People can also participate in the Digital Experience if they can’t travel. 

In this episode of the Look Left podcast, Davida Dinerman gets the inside scoop on the latest  developments for this year’s conference from HIMSS Meeting Services VP Karen Malone, Professional Development VP JoAnn Klinedinst, and Senior Director of Event Programs at HIMSS Media Cynthia Hornketh. 

For a preview of what will be new and exciting at HIMSS22, check out these highlights:

01:08 - Planning for this year’s conference

02:35 - Lessons learned from the COVID-impacted show last August

04:14 - Why relationships and connections matter more than ever

06:22 - The Digital Experience complements the in-person program

08:11 - Networking opportunities via the Digital Experience

10:35 - What’s new for 2022!

12:59 - Amplifying the voices of speakers and attendees via social media

14:20 - A preview of keynote speaker Angela Duckworth

16:31 - Olympic champion Michael Phelps will deliver the closing keynote, “The Pursuit of Dreams”

Reimagine Health is the theme of HIMSS22, which takes place in person March 14 - 18 in Orlando, Florida. People can also participate in the Digital Experience if they can’t travel. 

In this episode of the Look Left podcast, Davida Dinerman gets the inside scoop on the latest  developments for this year’s conference from HIMSS Meeting Services VP Karen Malone, Professional Development VP JoAnn Klinedinst, and Senior Director of Event Programs at HIMSS Media Cynthia Hornketh. 

For a preview of what will be new and exciting at HIMSS22, check out these highlights:

01:08 - Planning for this year’s conference

02:35 - Lessons learned from the COVID-impacted show last August

04:14 - Why relationships and connections matter more than ever

06:22 - The Digital Experience complements the in-person program

08:11 - Networking opportunities via the Digital Experience

10:35 - What’s new for 2022!

12:59 - Amplifying the voices of speakers and attendees via social media

14:20 - A preview of keynote speaker Angela Duckworth

16:31 - Olympic champion Michael Phelps will deliver the closing keynote, “The Pursuit of Dreams”