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Content Marketing For B2B: Aligning Storytelling To Lead-generation

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  • About the Webinar


    60 mins


    February 10, 2017


    3:00 pm

    Who is the Speaker?

    Bianca plays at the intersection of storytelling, interactive content and marketing. A journalist and storyteller at heart, Bianca has 12+ years of experience across television, digital content and marketing communications.

    Bianca is the first Chief Storyteller for global technology firm, Wipro. She works at the intersection of marketing, business, leadership and influencer communications to craft and tell the Wipro story to positively impact market perceptions and improve brand permissions. Bianca works with Wipro’s executive leadership on storytelling opportunities and thought leadership. She leads the ‘owned’ content efforts across the firm, including business & corporate content, organic & paid social media campaigns, Wipro's thought leadership platform "WOOL" and global content partnerships. She champions the shift to creative & visual storytelling across owned digital platforms & customer touchpoints.

    Previously, Bianca was global Head of Content Marketing at HCL Technologies, where she oversaw all external content initiatives, including all social & digital content. Her task was to ensure a consistent global experience of the message, across platforms. Bianca has helped conceptualize and launch content marketing and thought leadership programs across business lines to help increase audience interactions with HCL's digital content and thereby improve the marketing funnel impact. Bianca has established workflows to institutionalize seamless content ideation, creation & integration across the organization.

    Bianca’s agency side experience has allowed her to work on integrated communications strategies for key G2000 brands. She headed up Weber Shandwick's branded content practice in India, and spearheaded the ‘content-first’ approach to communications for the firm. Bianca has helped brands institutionalize content publishing as a core engine of their communications and marketing mix.

    Prior to that, Bianca was an Anchor & Correspondent with NDTV Profit – one of India's oldest business news channels. She has presented daily prime-time news shows for more than six years, and interviewed leading corporate leaders & policymakers on events that have given shape to economic and corporate realities in India. Bianca has been a reporter, producer & news anchor for 10 years, and covered equity markets, corporate news, pharma and healthcare primarily.

    Bianca is passionate about storytelling, gender equality and the environment. She is a TedX speaker, and a contributor to industry events and conversations.

    Bianca Ghose

    Key Takeaways
    • 21st-century marketing foundations
    • Buyer personas for B2B brands
    • Developing “relevant” content – some examples
    • An integrated Content Marketing Model
    • Thought Leadership as a lead generation tool

    Session Agenda

    Over 50% of all B2B marketers surveyed recently by the Content Marketing Institute (CMI) said that it is unclear within their organization what an effective or successful Content Marketing Program looks like.

    That contrasts brilliantly with another survey that shows 78% of CMOs believe custom content is the future of marketing.

    There is also enough anecdotal reference that points to how B2C marketers find more value in Content Marketing as opposed to B2B marketers.

    Myth? Reality?

    In this webinar, we discuss how the art of storytelling can be applied to the lead-generation goal of B2B brands, and how returns are manifested in multi-platform, 360-degree campaigns.

    You will see how brands are developing personas, aligning their content strategies to those, and developing content that is being utilized across platforms and touchpoints to deliver the true power of Content Marketing.

    Who Should Attend?



    Advertising & Marketing Professionals



    Digital Marketing Professionals

    Web Strategists