54: Story-Driven Content Marketing That Drives Leads

B2B storytelling isn’t easy especially on a modest budget. Creating campaigns that both peak the interest of prospective customers and rally the morale of employees requires careful orchestration and a big idea. On this episode, Tungsten Network's CMO Connie O’Brien breaks down how her internal and external team built a story-driven content marketing program that filled the company's pipeline with high-quality leads. Working with multiple agency partners including Renegade LLC, Speed Communications, and Dragon Search, O'Brien also provides valuable insights on how to maximize teamwork by getting everyone pointed at the same goals and metrics.

Meet the Guest

Connie O’Brien is the CMO of UK-based Tungsten Network. As CMO, Connie is responsible for the Tungsten brand and ensuring the firm is at the forefront of the digital transformation of the purchase-to-pay process, with a focus on how we delight our customers through automated, scalable, dynamic and personalized experiences.

Connie joined Tungsten from Affinion Group, an international membership, and loyalty company where she was Chief Digital Officer. She has over twenty years’ experience driving digital marketing strategies for businesses and has delivered campaigns for brands including GlaxoSmithKline, P&G, Kraft Foods, AXA, John Hancock, AT&T, Vonage, and Verizon.

Connie is an innovative executive with an exceptional record of building award-winning integrated experiences across channels. She has expert multi-dimensional skills in strategy development, product launches, and cross-functional team building. Connie has also demonstrated a proven ability to align operations, establish a shared vision, recruit and retain top talent, build collaborative teams and instill the focus on shareholder value creation.

What You’ll Learn

• The ingredients of a successful story-driven content marketing strategy.
• How to empower your employees to get behind a new campaign.
• How to develop a sound A/B testing strategy.
• Advice for navigating agency partnerships.