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Celebrating its 6th year - FutureM brings together marketing and technology innovators for 3 days to contemplate and celebrate the future of marketing. We bring together the most relevant content and thought leaders, both locally and nationally, to create an environment of new ideas, connections, and inspiration. Named one of the "Must Attend Marketing Conferences for Leaders" in Forbes, this year’s event will be hosted at the Hynes Convention Center

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Wednesday, October 7 • 1:45pm - 2:30pm
Content's Influence in the Path to Purchase

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What is the role of content in the buyer’s path to purchase? Various research shows that before someone buys, 81-94% of people research online. This means that brands have the ability to influence a buyer’s path to purchase by decreasing trust barriers and offering relevant, valuable content to attract and retain customers. However, several trends are shaping the future of content marketing and have huge implications for brands. The constant pace of technology change causes the rules of engagement and preferences to change. Information is becoming more easily attainable than ever because our customers can access information on an infinitely increasing number of devices and platforms – and the content doesn’t just come from the brand. So how do we ultimately connect with our consumers? How do we combine technology with human interaction in ways that resonate?

In this session, experts will share how to leverage these future trends to deliver consistent, ongoing valuable information to buyers, who will ultimately reward you with their business and loyalty.

avatar for Sarah Green

Sarah Green

Senior Associate Editor (@skgreen), Harvard Business Review
Sarah Green Carmichael is a senior associate editor at Harvard Business Review, where she acquires, edits, and writes for HBR.org. She also leads the video program and hosts the weekly podcast the HBR IdeaCast, which has twice been nominated for a National Magazine Award under her... Read More →

avatar for Charlie Breit

Charlie Breit

VP of Marketing (@charlie_breit), SurePayroll
Charlie is responsible for all aspects of SurePayroll's Marketing efforts. Charlie has over 14 years of experience in marketing, brand building, digital and customer experiences. He has great savvy in building integrated brand platforms, developing digital experiences on both desktop... Read More →
avatar for Robert Glazer

Robert Glazer

Founder & Managing Director (@robert_glazer), Acceleration Partners
Robert Glazer, founder and managing director of Acceleration Partners, is a customer acquisition specialist with an exceptional track record in growing revenue and profits for fast-growing consumer products and services companies. His clients include adidas, eBay, ModCloth, Warby... Read More →
avatar for Gene King

Gene King

Director, Corporate Communications (@geneaking), H&R Block
Gene King has built his career on combining the science of marketing with the art of communications to grow revenues and effectively protect and enhance a company’s brand reputation. A 25-year communications veteran, he has built strategic brand, content, and thought leadership... Read More →
avatar for Michael Mangione

Michael Mangione

Director of Consumer Marketing (@Bose), Bose
Michael Mangione is a strategic marketing leader with a strong track record of driving differentiated and accelerated results in marketing innovation and profitable global sales growth within a highly competitive and rapidly changing marketplace. He has a passion for fostering innovation... Read More →

Track Hosts
avatar for John Hall

John Hall

Co-Founder & CEO (@TweetJohnHall), Influence & Co.
John Hall is the co-founder and CEO of Influence & Co., a company focused on helping brands and individuals extract and leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. In three years, John... Read More →

Wednesday October 7, 2015 1:45pm - 2:30pm EDT
Room 312

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