Schedule Viewer 2023
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The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

How a B2B Manufacturer Uses a B2C Approach to Grow Audience and Increase Market Share

Pete Grasso  (Content Marketing Leader, Heatcraft Refrigeration Products)

Tim Fletcher  (Digital Marketing Leader, Heatcraft Refrigeration Products)

Location: Room 143

Date: Wednesday, September 27

Time: 2:35 pm - 3:15 pm

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Content Strategy - General

Vault Recording: TBD

Audience Level: Intermediate


Heatcraft Refrigeration Products doesn't believe industrial B2B marketing has to be boring. The manufacturer of commercial refrigeration systems has been highly successful with its marketing initiatives by taking a B2C approach to its content strategy.

A user-friendly website with product and parts catalogs modeled after top e-commerce platforms; an industry leading mobile app that looks and functions like popular consumer apps; entertaining and educational video content (produced in house) and a burgeoning social media presence – these are just few things Heatcraft is doing to produce results not common in the industrial B2B space.

An influencer marketing program (yes, there are commercial refrigeration influencers!) has only added to the library of content making Heatcraft subject matter experts a hot commodity in the industry.

Learn four lessons from Heatcraft's quest to take the boring out of industrial B2B and how they've increased customer engagement, doubled organic search traffic to its website and experienced a compounded annual growth rate of 68% over three years for app users.


  • Seek out and leverage niche industrial B2B influencers
  • Create compelling and entertaining video content relevant to your specific audience
  • Elevate your user experience so it mirrors what your customers are used to across mainstream B2C platforms
  • Apply B2C strategies to your marketing and take the boring out of B2B