The session concentrates on the two separate segments of B2B Marketing in the Translation Industry through the practical experience of the two companies. It aims to show the specifics and the many layers of the industry as well as to showcase how important the correct approach is. 

Additonally, it emphasizes the importance of Content in an industry where language is the foundation of the business itself. The session goes through a side-by-side comparison for the marketing strategies the two companies adopt in content creation with the following stages: 
1.    Defining the target groups and why we chose to present together
2.    Customer Personas and Content approach
3.    Customer Buying Cycle & Content creation
4.    Building Content Strategy for LSPs and End-Clients
a)    Content for LSPs & Content for End-Clients
b)    SEO & Keywords 
c)    Quality vs Quantity: which is more important?
5.    Measuring success & ROI