Why should B2B companies think like a media company?

An image of all the speakers at the event.
Modern media companies have a software company embedded inside.
Next-gen software companies will have a media company embedded inside.
Dharmesh, founder and CTO at Hubspot.

Dharmesh Shah

Founder and CTO at HubSpot
Making content that can compete with media requires thinking about your marketing the way media companies do.
Great media companies don't think "How do we get more eyeballs?" They think, "How are we going to get people to come back to us and subscribe?"
Chris Savage, founder & CEO at Wistia.

Chris Savage

Founder, CEO at Wistia, Inc
There is no reason to do anything other than act like a media company in today’s digital age. There is ZERO excuse not to be creating content around your brand, your product, your service or your business
Gary Vaynerchuk, CEO at VaynerMedia.

Gary Vaynerchuk

CEO, VaynerMedia

Every B2B brand will become a media company in the next 5 years.

There’s no doubt that buyers form opinions about a brand well before they take a demo of the product. Building a brand and experience that audiences trust isn’t just “nice to have”—it’s a requirement.

Many B2B companies are starting to crack this code by creating and distributing content that educates, engages, and even entertains. And in our humble opinion, three channels reign supreme: Digital Events, Content, and Community.

How can you win in these areas? We’ve assembled the best and brightest B2B marketing experts to break down each channel to help marketers like you build your marketing program like a media company.

So here's what you'll learn

a) Psychology of a modern B2B buyer
b) How to effectively use digital events to build relationships with your prospects/customers
c) A content framework that you can use to gets your buyer’s attention
d) Creating community programs as a way to accelerate your word of mouth


2:00 pm - 2:30 pm ET

Why is it important for B2B brands to think like media companies

Dave Gerhardt, founder at DGMG.
Palash, Co-founder, CEO at Goldcast.

2:35 pm - 3:05 pm ET

How can digital events help you build relationships with your buyers

Sarah, Sr. Director, Global Strategic Events at Zendesk.
Kishore, Co-Founder, COO at Goldcast.

3:10 pm - 3:40 pm ET

How can you build an audience through your content strategy

Sangram Vajre, Co-founder at Terminus.
Chris Savage, founder, CEO at Wistia.
Kishore, Co-Founder, COO at Goldcast.

3:45 pm - 4:15 pm ET

Community as a fuel to engage your audience

Janessa Lantz, VP of Marketing at dbt Labs.
Nisha, head of community at Gong.
Kelly Cheng, Marketing & Growth at Goldcast.

Watch On-Demand