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B2B Marketing

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  • How to sync sales and marketing teams to deliver a better buyer experience
    How to sync sales and marketing teams to deliver a better buyer experience
    Lawrence Keltie - Account Executive at Showpad Recorded: Feb 13 2019 47 mins
    When sales and marketing aren't aligned, it poses a very real threat to your bottom line.

    The union of sales and marketing often isn't perfect. And for too long these two groups have operated desperately to diminishing results.

    But we're entering a new era, where prospective buyers expect more when they engage in a B2B transaction.

    This webinar, hosted in association with Showpad will show you:

    1. What today's B2B buyers expect
    2. The risks of sales and marketing misalignment
    3. 5 practical ways to align your teams to deliver a better buyer experience.
    4. How to empower sales with content that has value.
    5. How can technology support this.

    This webinar will be led by Lawrence Keltie from Showpad.

    Lawrence works closely with sales and marketing leaders to enable greater revenue attainment, increase marketing's impact on sales, and drive quicker 'time to marketing' of new sales reps - recently working most closely with high growth tech companies in the UK. Lawrence brings in an array of knowledge and experience to help drive your business to the next level.


    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Showpad who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • ABM for winning bids – your new secret weapon?
    ABM for winning bids – your new secret weapon?
    Joel Harrison - Editor-in-chief at B2B Marketing Recorded: Jan 9 2019 55 mins
    Like it or not, bid tendering and RFPs are an increasingly important part of the B2B marketer’s role – particularly for large contracts but increasingly for those of lower value.

    The stakes for bid tendering are very high – get it right, and teams responsible will be heroes in the business. Get it wrong, and you’ve potentially wasted a lot of time, effort and cash.

    So how can marketers use ABM techniques and tools to address this thorny marketing (and sales!) challenge? What’s the relevance of ABM to this unique business area, and how can it drive new thinking and new opportunities?

    In this interactive webcast, Nick Pearce and Claire Carsberg of JPC will call on real life examples to explain how you can apply ABM to improve your bid strategy and the keys to success.

    You'll learn:

    1. How to align procurement with your bid
    2. How to challenge everyone involved in the bid process
    3. How to be disruptive and make it part of your successful sales strategy
    4. How to improve your chances of winning bids
    5. How to avoid the common pitfalls, and turn failure into success

    Speakers

    * Joel Harrison – Editor-in-chief at B2B Marketing
    * Nick Pearce – Co-founder and strategy director at JPC
    * Claire Carsberg – Managing director at JPC


    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and JPC who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • The path to customer experience success
    The path to customer experience success
    Claire Sporton - Senior Vice President, Customer Experience Innovation Confirmit Recorded: Nov 27 2018 59 mins
    Moving forward requires the right approach.

    If you've got a challenging route to face, you need the right tools for the job – or you face getting stuck in the mud.

    What does this have to do with customer experience in B2B you ask? More than you think.

    The sheer complexity of the many-to-many relationships in B2B means that many CX programmes risk getting bogged down before they even get started.

    Operational silos, tangled customer journeys and the challenges in proving ROI only exacerbate the issues.

    Join Claire Sporton, SVP CX innovation at Confirmit and she shows you how to break down B2B complexity, define a CX program that will help identify at-risk accounts, and inspire every member of your team to make smarter decisions and take faster actions that will benefit the entire business.

    In this webinar, Claire will show you:

    1. How to break down B2B complexity
    2. How to design a CX program that will help identify at-risk accounts
    3. What it takes to inspire every member of your team to make smarter decisions and take faster actions.
    4. How to tackle the common CX challenges
    5. The steps to ensure your CX programme takes off successfully.
    6. How to identify your CX priorities based on 4 core B2B challenges
    7. How to balance the needs of your clients and business stakeholders
    8. How to break down the barriers to truly empower the frontline.



    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. Your data will also be shared with B2B Marketing and Confirmit who we are running this webinar in association with. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • Five signs you are ready for marketing automation
    Five signs you are ready for marketing automation
    Katie Jameson - Head of EMEA Marketing at Act-On Software Recorded: Sep 13 2018 56 mins
    As your business grows, so do your marketing needs and the ability to scale.

    Especially the way you go about sending emails to your customers.

    At this point, it's worth asking yourself, what's the difference between email marketing and marketing automation, and is your company ready to make the switch?

    In this webinar, you'll discover the 5 signs which show you're ready to make the jump to marketing automation and more.

    This webinar will cover:

    1. The differences between email marketing and marketing automation (MA)

    2. How to incorporate MA into your existing email strategy

    3. The importance of having a 360 view of your customers

    4. How MA can help improve the way you nurture leads

    5. The metrics to use to ensure MA works in your business

    6. Using MA across your customer journeys to drive growth


    Katie is the Head of EMEA Marketing at Act-On Software, one of the fastest growing tech companies in North America. A marketing automation native, for the past ten years she has implemented, integrated and executed programmes on a variety of marketing automation platforms at industry leading companies such as Symantec, Paywizard and ResponseTap and now Act-On.

    Katie's hands-on experience gives her the ability to cut through the jargon and speak candidly about marketing automation, demonstrating the absolute power it can bring to the sales and marketing organisation.

    The data we collect here will be used to manage your webinar booking and provide you with useful and relevant sources of B2B Marketing content. By registering for this webinar you specifically consent to us passing on your details to Act-On so that they can contact you by email or by telephone with details of marketing products that they provide. For more information on how we manage your personal data please see our privacy policy below:

    https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy
  • Why you should give 25% of your customers the boot
    Why you should give 25% of your customers the boot
    Iain Lovatt Recorded: Apr 5 2018 56 mins
    On average, 25% of your customer base are poor performing - but how do you find your best and worst customers to begin with? Using an innovative customer insight service Blue Sheep calls Money Mapping.

    In this presentation, you’ll see how Money Mapping can revolutionise your marketing strategy and learn:

    -Why not all customers should be treated equally.
    -How to identify your 'treasure' customers.
    -The differences between your ‘treasure’ and ‘avoid’ customers.
    -How assessing your customer database can lead to £millions in efficiency savings.
    -How profiling your most profitable customers can uncover similar leads worth £billions.
    -How Money Mapping can make your marketing more efficient, and profitable.

    The presenter:

    Iain Lovatt is Founder and Chairman of Blue Sheep, and has been helping businesses improve their performance using data for over 30 years.

    Iain is a respected member of the data marketing community, having been chair of the IDM Data Council, on the board of the DMA, and is a Visiting Professor at the University of the West of England. In 2017, he was elected a representative for the Direct Commerce Association.
  • Revenue Rift: Meeting the challenge of delivering for the bottom line
    Revenue Rift: Meeting the challenge of delivering for the bottom line
    Jason Ball - Managing Director of Considered Content Recorded: Jan 31 2018 48 mins
    In this webinar we’ll explore how today’s B2B marketers can meet the increasing demand to deliver greater pipeline and tangible bottom-line revenue. Using our recent research into senior B2B marketers in mid-market and enterprise businesses, we’ll look at:

    •How what you choose to measure impacts how senior management will view marketing
    •Why the way you’re currently measuring ROI could hamper your overall success
    •The targets B2B marketers are setting and just how many are delivering against them
    •Key tactics — what’s working, what’s not (and how this changes by sector)

    Then we’ll look at the 5 key barriers today’s B2B marketers view as the biggest obstacles to delivering greater pipeline and increased revenue and make actionable recommendations you can use to begin addressing these issues right now.


    Revenue Rift will be presented by Jason Ball, MD of Considered Content, a content-led demand generation agency based in London. Jason is a lifelong B2B marketing specialist with over 25 years’ experience in the industry. He has created strategies, campaigns and content for companies including Cisco, Adobe, EY, Sony Professional, Vodafone and many others. He is a passionate believer that B2B marketers and their agencies need to be less in awe of bright shiny new things and more focused on delivering the tangible business impact that resonates in the boardroom.
  • How to align your B2B content strategy with your customer personas and your sale
    How to align your B2B content strategy with your customer personas and your sale
    Phil McGuin, Director of Demand Generation Recorded: Jul 13 2017 41 mins
    The value of content can be measured in lots of different ways, and many organisations will have their own goals and ambitions for what they want content to achieve.

    Some may use content to deliver new sales leads, improve customer satisfaction or enhance brand visibility. But for all the benefits content can bring, expressing the contribution it makes to a business in pounds and pence remains one of the biggest hurdles for B2B marketers.

    Phil’s webinar will offer a step-by-step guide to building out your content strategy by highlighting the three key elements needed to feed your sales pipeline:

    - Buying cycle
    - Content map
    - Content personas

    He'll also explore the importance of a content audit, and how to carry one out, and discuss what type of content works best at different stages of the sales cycle.

    Phil has over 20 years’ experience in online marketing and performance-based lead generation and has worked both client and agency side, including in the private sector as head of marketing for a B2B software provider.
  • Harnessing the power of influencer marketing in B2B
    Harnessing the power of influencer marketing in B2B
    Danielle Howe, reports editor, B2B Marketing, Luke Brynley-Jones, MD, OST and Nicolas Chabot, head of EMEA at Traackr Recorded: May 31 2017 48 mins
    Influencer marketing is no longer completely new on the scene, but there are few B2B marketing departments that are harnessing its full power. So what are the easy steps you can take to capitalise on the influence of the most powerful figures within your industry?

    In this webinar, Danielle Howe, reports editor at B2B Marketing, will be joined by Luke Brynley-Jones, MD at OST and Nicolas Chabot, head of EMEA at Traackr, who will discuss the steps you can take to create and run a successful influencer marketing programme for your B2B brand.

    In this session you'll learn:

    • The value of influencer marketing in B2B, and whether it's right for you.

    • How to identify your most powerful influencers, and steps you can take to engage with them.

    • How to collaborate with influencers to extend the reach of your brand and engagement with new audiences.
  • The future of social media and event technology: A 2017 trend watch
    The future of social media and event technology: A 2017 trend watch
    Matthew Howarth, Business Development Manager, Cvent Recorded: May 24 2017 60 mins
    As ideas, apps, and innovations continue to explode onto the scene, what was once considered far-off in the distance is literally around the corner. Event professionals must decide both which technologies to implement to improve the attendee experience, and new ways to encourage social sharing.

    In this webinar, Matthew Howarth from Cvent will explore what’s in store for event technology and social media in 2017.

    Matthew will additionally discuss:

    - New ways to use Snapchat, Augmented Reality, and Video- Enabled Beacons to create memorable moments for attendees.

    - How technology will change the way attendees consume content both in the short-term and beyond.
  • The secrets of excellent B2B CX
    The secrets of excellent B2B CX
    Joel Harrison, Editor-in-chief, B2B Marketing Recorded: May 3 2017 59 mins
    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

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