On-Demand Webinar: Content Across the Lifecycle—How B2Bs Use Content as a Marketing and Sales Tool

Content can be used as a nurture and educational tool throughout the entire customer life cycle. Powerful content is more than a lead generation device–it can influence and drive audience behavior.

In this Meet the Analyst webinar, eMarketer principal analyst Jillian Ryan explores insight and best practices for B2B marketers and sellers to create and share content with their audience across the entire life cycle; from the top of the funnel, through purchase and even as part of the renewal stage.

Watch this on-demand webinar, made possible by BrandMaker, to learn:

Common frameworks for developing a customer life cycle and journey map

Brand examples of how to create and share content throughout the different stages to drive desired buyer or customer behavior

Plus! Ted Lesher, managing director at BrandMaker, joins the conversation


Jillian Ryan Jillian Ryan is a principal analyst at eMarketer.  She covers trends in B2B marketing and sales, digital transformation, customer experience and marketing technology. As a former content and social media marketing director, Jillian has over a decade of experience driving strategy for B2B software startups, ad tech firms and digital media properties.
Ted Lesher Ted Lesher is the managing director of BrandMaker, Inc. and brings decades of experience helping global corporations with marketing challenges. With a strong track record in software technologies including product life cycle management, enterprise content management, document management, and business process automation, Ted offers valuable insights for enterprises of all size.


Lauren Fisher Lauren Fisher is a principal analyst at eMarketer. She focuses on the advertising technology and trends that marketers rely on to navigate an increasingly complex, cross-device and audience-driven world. Lauren writes about topics such as programmatic advertising, cross-device targeting, attribution and data management.

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