What do chickens, stingrays, attribution modelling and change management have in common?

September 2017.  Content Marketing World.

An open and honest chat with a new acquaintance Matt Heinz, President and Founder of Heinz Marketing Inc kindly hosted by Jeff Julian from Enterprise Marketer

Content Marketing World

Our conversation wanders from chickens to stingrays to attribution and then to change adoption.  Slowly working our way through the tough subjects of building relationships and change adoption in organizations; how tools can help – and hurt – organizations trying to create and improve processes.

Katrina Neal Intelligent Content Conference

Leveraging data scientists and why its key to content ROI

ROI is the benefit to an investor resulting from an investment of some resource. This session was given at Intelligent Content Conference 2017, Las Vegas to give the audience a guide to having a conversation on the value of content marketing in relation to capital investment.

Key takeaways:

  • Discover Data Scientists: your new best friends
  • Found: The missing link between engagement and revenue
  • Content Marketing Platforms: their role in finding your very own unicorn
Katrina Neal

The Rise of the Data Scientist

Everyone seems to talking about data scientists, but few really know what they do and how they can help you as a marketer.

In this Keynote presentation given at Intelligent Content Conference 2017 I shared my personal journey as a marketer to understanding one of our greatest challenges in a new era of evidence based decision making – the science of marketing analytics.
Key takeaways:

  • A working knowledge of data science in a marketing context
  • A cliff notes guide to Descriptive, Predictive, and Prescriptive Analytics
  • The implications of big data and data science on marketing.


B2B Marketing Summit 2016

Such a great event this year!

The buzz was incredible.  There were so many sessions to attend it was a real B2B Marketing University.

I was incredibly proud to have the opportunity to present at the same event as the godfather of content marketing Joe Pulizzi.  For my first speaking engagement it was a massive adrenaline blast to be put on the keynote stage because the session was oversubscribed.

It was the first time I presented on the topic Managing Change – The Achilles Heel of Content Marketing? so I was even more thrilled talking to people afterwards who were also feeling the pain with managing change in their organisations.  

Content Marketing 101

This is a 30min internal training video my good friend and co-host Faith Wheller and I did together.   It was recorded with our wonderful in-house Cisco TV team.

The objective?  To introduce content marketing and our new content marketing approach at Cisco.

The results? It became part of a global content marketing curriculm to train 1500 marketing employees at Cisco

The agenda covers the following:




Managing Change – The Achilles Heel of Content Marketing?

It was a beautifully warm and sunny day in California at Cisco headquarters in San Jose.

I had just been given the nod that I was going to be promoted to lead a global team of marketers

This position was the summit of my own personal Everest I had been climbing for years

I was utterly thrilled.

Over the previous two years Cisco had been on an amazing journey. An initiative to prove that marketing was more than a cost centre. To prove the $ value of marketing through delivering Sales Qualified Leads (SQL).

We smashed our initial targets before the fiscal was out. But I still didn’t feel we had a grown up seat at the table. Specifically, in the segment I was working in, there were a lot of “high touch” accounts where account managers didn’t always smile with glee when a Marketing Qualified Lead (MQL) popped into their salesforce.com (SFDC) dashboard. Fair enough. It’s a bit tough to sell the idea that reading one blog secured a million dollar deal.

To get a sense of context and to start kicking around ideas on how to redress the balance I started maxing out my Starbucks card on campus talking to the teams to get their perspective.

In one of the conversations I was told our social media rock star was about to leave….

No! The team can’t deliver without her I thought. What was the problem?

It became apparent that in her role over 80 subject matter experts and 20 marketing managers had been throwing content to this lovely person on a daily basis with the instruction to “amplify” the content.

What can we do to help I asked? “An editorial calendar would be helpful….”

I thought, surely we can organize ourselves to solve this problem?

So..I took to Google: Search “Editorial Calendar”


And so I disappeared down the rabbit hole of content marketing

And so I disappeared down the rabbit hole of content marketing

This is it! I thought! Content marketing is awesome!

Content Marketing is the saviour of the B2B marketing profession! If we can prove an end to end content attribution model on the content we create we can drag our discipline away from being seen [by some engineering teams] as experts in sourcing pens and t-shirts for events!

Yes! My marketing degree, my IDM and CIM qualifications were worth those blood sweat and tears!

We will create engaging content that is so useful customers would almost be willing to pay for it. And we will use our most basic form of human connection: storytelling.

Media giants across the globe should be shaking in their boots with the prospect of brands building newsrooms!

Content Marketing will finally secure our seat at the table when we demonstrate our value to the business! And they will stop cutting our budgets and see us at being at the heart of the business and not a cost centre!

So what could possible go wrong?

According to legend, Achilles was extraordinarily strong, courageous and loyal, but he had one vulnerability–his “Achilles heel.”

On Wednesday 22nd June at the B2B Marketing Summit 2016. I will propose that change management is content marketing’s Achilles heel

In true content marketing style. I will share my thoughts on the top 5 rooky change management mistakes not to make.

Look forward to seeing you there