B2B Marketing
How to align your B2B content strategy with your customer personas and your sale
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Phil McGuin, Director of Demand Generation
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.
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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.
Jul 13 2017
41 mins
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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.- BrightTALK
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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.- BrightTALK
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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.- BrightTALK
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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- BrightTALK
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Marketing in the era of the Breathless Business Billy-Hamilton-Stent, Client Strategy Director, Octopus Group & Founder, Loudhouse Recorded: Apr 20 2017 41 mins
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!- BrightTALK
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Intro to Agile Marketing: Work faster and smarter by changing how you work Andrea Fryrear , Founder and Chief Content Officer, Fox Content and David Lesué, Creative Director, Workfront Recorded: Apr 5 2017 58 mins
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.- BrightTALK
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BrightTALK Live Panel: AI and Machine Learning Joel Harrison, B2B Marketing; Justin Hall, Soto; Adam Sharp, Clever Touch, Dorian Logan, BrightTALK Recorded: Apr 4 2017 60 mins
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.- BrightTALK
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How to solve the 3 biggest pains for B2B marketers Paul Gibson, EMEA Demandbase and Leanne Moir, Sr. Field Marketing Manager EMEA Demandbase Recorded: Mar 7 2017 53 mins
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- BrightTALK
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The secret to turbo-charging your marketing automation results Ashley Chandler of MarketMakers and Really B2B Recorded: Feb 13 2017 44 mins
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- BrightTALK
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Amplifying The Social Experience At Every Touchpoint Emily (Vera) Fritz, Social Media Team Lead at Cvent Recorded: Dec 20 2016 31 mins
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- BrightTALK