Acronym is thrilled to be a Platinum Sponsor at Conductor’s C3 conference taking place on March 1-2. Bang in the middle of Manhattan, at the New World Stages, the premier marketing conference will have hundreds of global marketers in attendance, from prominent and emerging companies. As a strategic partner, Acronym will be present on-site to demonstrate how we work with Conductor and to share innovations. C3 provides a space to spark innovation, share insights, and swap stories by providing three different tracks: Strategic SEO, Content Marketing Intelligence, and Digital Marketing Leaders.

Acronym’s CMO, Mike Grehan will be heading a breakout session with SAP’s Crispin Sheridan in the Content Marketing Intelligence track. This part of the C3 agenda will help participants understand how to create authentic customer connections, explore ways to gain valuable insight into customer intent, and inspire engagement-driving content campaigns. The breakout session, titled, Building Brand Affinity: Creating Content Around Customer Intent, will take place at 10:05AM on Day 2 of the C3 conference. Here’s how he describes the session:

[x_blockquote type=”center”]Ideally, in a personal selling situation, you’ll hear the words: “Can I help you?” Or, some kind of variation on that theme to start a conversation. And yet, online where we have so many opportunities to start a conversation that way, we often choose to stampede into a potential customer’s life, effectively shouting: “10% off if you buy within the next 5 nanoseconds!” Or, some kind of variation on that theme.

The sad truth is, most marketing and sales teams have tons of content for late stage offers and negotiations that they force into the process way too early. And yet so little to start a conversation much earlier on the path to purchase. Don’t start your relationship and brand building activities with the price of everything: start with the value. Don’t wait until, the last minute to communicate with potential customers, be there in the early stages to provide help, not hype, to create that longer-lasting brand affinity.[/x_blockquote]

The culmination of this leading event will be a star-studded keynote panel moderated by Mike. Recognized industry professionals will discuss the intricacies of the often-disjointed path to purchase across devices and the growth of speech based search. With Amazon’s Alexa, Google Home, Siri, Cortana, and more, speech recognition is gaining momentum. A newer obstacle in search marketing, as speech based search increases in accuracy, it can become the primary way we interact with computers. The brilliant panelists joining Mike in this finale will include Forrester’s Collin Colburn, Stanley Black and Decker’s Angie Benamati, and Microsoft’s Geoff Colon.