Plenty of B2B thought leadership gets published. Very little of it gets mentioned or cited. Elsa V. Paul, CGAIE, AIC, Senior Marketing Manager at Columbus McKinnon, will talk about it at TRUST, our sixth annual online conference.

At Columbus McKinnon, Elsa leads marketing strategy for the Crosby and Kito brands across the Americas, along with the AI and analytics work behind it. She has more than 20 years in industrial B2B marketing across manufacturing, oil and gas, medical, and nonprofit. That includes nine years at Kito Crosby, through its acquisition by Columbus McKinnon. Elsa presents regularly for the IEEE Computer Society on AI strategy, change leadership, and communication, and she writes weekly on practical AI adoption for a B2B audience.

At TRUST, Elsa will share a case study from a large manufacturer. She'll show what thought leadership has to do now when publishing anything takes six weeks and three approvals, and what it takes to get cited, not just mentioned.

Join us on September 23.

Register here: https://lnkd.in/gy9hWNZG