B2B Marketing

CX is widely recognised as the key battleground for B2B companies in the increasingly digitally-enabled buyer environment. But what does great CX look like for B2B brands? And, more to the point, what role can B2B marketers play in getting it right?

Leveraging primary research conducted with B2B buyers, this webinar will examine the cornerstones of how to get CX right in a B2B environment, and look at the provide practical tips and actionable strategies for marketers looking to raise their CX game.

It will be presented by B2B Marketing’s Editor-in-chief Joel Harrison, who will be joined by David Hicks of specialist CX consultancy, and marketing trainer and consultant Shane Redding.

In this session, you’ll learn:
• Marketing’s role in delivering excellent CX
• The role of influencers in CX
• How to measure and report CX, and to whom.
• How to create a company-wide approach to CX

Are marketers running at a hundred miles an hour and, as a result, too focused on box-ticking and just ‘getting things done’, rather than being mindful of having a real impact on the business? Is this the dawn of the Breathless Marketer?

Recent research from Octopus Group found that B2B marketing directors were losing sleep over their jobs. Competitive changes and choice were driving delays in decision-making and putting them under increased pressure to meet marketing challenges with innovation and creativity. All of this and a whole marketing plan to deliver – on time and on budget.

In this webinar, we’ll cover:

•The typical traits of a ‘breathless business’
•How to spot the signs of being a breathless marketer
•Creating an action plan for change based on your situation & organisation
•The Smart, Strong and Slick levers – how they work and when to pull them!

Are you struggling to keep pace with rapidly changing customer needs and market demands? Are you slowed down by organisational silos, hierarchies, and processes? It may be time to get Agile. More than 90% of marketers who have adopted Agile marketing say it has improved their speed to market for ideas, products, and campaigns.

Whether your marketing organisation is just curious, starting the transition or all in on Agile, the time to learn about Agile marketing is now! Join Agile marketing expert Andrea Fryrear, and Workfront Creative Director David Lesué, as they explore what it means to be an Agile marketer and provide practical tips on how your organisation can make the transition.

Attend this webinar and learn how to:
•Secure leadership buy-in to move to an Agile marketing methodology.
•Respond to market changes more quickly.
•Improve collaboration between departments and locations.
•Avoid daily distractions and stay focused on the right priorities.

Last year, marketers were focused on predictive analytics and ABM. This year is proving to be all about how machine learning and artificial intelligence will impact marketing strategies.

Leading organisations powering the marketing technology landscape are quickly innovating to introduce new technologies and are determined to make marketers successful. But just how will this happen? What questions should you be asking in order to innovate on your go-to-market plans?

Join us on Tuesday 4th April as we discuss how machine learning and artificial intelligence is shaping marketing decisions, driving growth and improving the customer experience.

Many B2B marketers face 3 key challenges that are potentially holding back their ability to generate those opportunities the business desires, namely:

1. No insight on anonymous website visitors
2. No idea if content is being seen by the right people
3. Lots of budget being wasted on display ads

If any of these pains resonate with you, this session is a must as we explore the effect these issues have on your business. We will cover how to solve these pains and build a marketing strategy based on this data.

During this interactive webinar, you will learn how to:

• Identify your anonymous website traffic
• Ensure content is seen by target accounts on your website
• Take control of the buyer journey from the beginning
• Deliver targeted personalised display ads

There’s one crucial factor that dramatically increases the effectiveness and ROI of marketing automation - and the chances are you’re not using it.

Register now for this master-class webinar to learn the secrets of MA humanisation – what it is, how to use it and how it can double, treble or more, the effectiveness of your MA.

Kirsty Dawe of MarketMakers and Really B2B will reveal:

• How to ramp up the conversion rates from your lead scoring programme
• How to combine social, email, content and telemarketing to see the best results
• How best to support marketing automation with each channel
• How to elevate a marketing qualified lead to a truly hot sales qualified lead with telemarketing

An effective social media strategy should take attendees on a seamless journey, from pre-event through to post-event. This interactive discussion will approach each part of the event cycle – before, during and after. Tune in to discover how to effectively integrate social at every touchpoint, amplify the live event content on all platforms, and engage all of your attendees.

Join Emily (Vera) Fritz from Cvent to discover:

- The secret to a seamless journey all the way through to post-event
- How to integrate social media at every stage of the process
- How social will supercharge your live event content on all platforms
- How to provide an all important engagement platform for your attendees

This presentation, part of the 5 Tenets of Modern Marketing Series, gives marketers a how-to guide for transforming your database to support effective segmentation and persona-driven communication and engagement.

Unreliable targeting can end a conversation from the beginning. The first step in building any sustainable structure is to ensure a proper foundation. Think of your database as this foundation.

Join Rob Heerdegen, of OMC to discover how to:

- Create persona-driven communications that power customer engagement
- Build and implement marketing campaigns that resonate with real people
- Extract laser targeted customer insights that deliver real value
- Increase your conversion rate on your re-engagement campaigns through continual data cleansing tactics

Research is an umbrella term for a range of different data and insight disciplines. But what role does it play in modern marketing strategies and what hurdles can it overcome?

In this webinar, we’ll be exploring what types of data and research really make an impact on your marketing efforts and where to apply and deploy different research strategies. From brand audits to thought leadership to customer insights, marketers need to run, jump and skip through the data decathlon to find that illusive competitive advantage.

Hosted by Loudhouse Research founder, Billy Hamilton-Stent, we’ll cover:

• Strategies to make research achieve many more business objectives
• How to get maximum ROI from research by expanding the scope without breaking the bank
• Case studies of research that have wowed the business

Marketing automation doesn’t have to seem like a distant frontier. Layer One Media’s James Pellizzi delivers a hands-on session with actionable insight that you can deploy, faster than your competitors eat lunch. Presentation followed by 10 minute Q&A.