B2B lead nurturing secrets at 2017 LeadsCon Connect to Convert Conference


ATLANTA – July 31, 2017 – Arketi Group’s Star VanderHaar, vice president, will be sharing the stage with John Hansen, senior manager Iron Mountain, at the 2017 Connect to Convert Conference. Their session “Lead Nurturing: Turning ‘Who Are You?’ Into ‘Let’s Do Business’” is set to take place Tuesday, Aug. 22 from 11:10 a.m. to noon in New York.

When Recall, now a part of Iron Mountain, discovered a market opportunity with small and medium businesses, they teamed with Arketi to develop an effective strategy to tap into the new market. Using webinars and other lead generation tactics, the company educated the small business market on protecting physical and digital data, effectively positioning the company as a thought leader in the industry.

At the conference, VanderHaar and Hansen will lead an interactive and informational discussion leaving the attendees with steps for how to:

  • Create educational content that doesn’t evoke a sales tone
  • Understand the prospect’s needs
  • Lead the prospective client through the sales cycle, and
  • Develop brand awareness through thought leadership.

“B2B marketers looking to generate leads need to understand the buyer’s journey and embrace value-driven rather than sales-driven content,” said Hansen. “Using this learning, you can craft and execute programs that drive business value for both the buyer and the seller.”

“The campaign we will be discussing began with understanding the pain points SMBs experience around protecting physical and digital data.” shares VanderHaar. “Then we systematically worked to resolve these pain points with educational content. This approach really resonated and that is what led to generating revenue.”

LeadCon’s Convert to Connect Conference is an educational speaker series and exposition devoted to the ins and outs of the lead generation industry. Focusing on calls, clicks, searches and shares, the conference is an opportunity for both BtoC and BtoB content developers to boost their performance marketing strategies and increase their conversions and sales.

To learn more about the event and for a special discount, visit

About Arketi Group

Arketi Group is a public relations (PR) and digital marketing firm that helps business-to-business (B2B) technology organizations accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation. Consistently recognized by Chief Marketer magazine as one of the nation’s “B2B Top Shops,” Arketi helps its clients use marketing to generate revenue. Companies benefiting from this approach to B2B marketing include Aptean, Cox, Equifax and NCR. For more information, call 404-929-0091 ext. 210 or visit