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B2B Marketing

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Guidance and best practice advice for B2B marketers

This channel provides practical advice to help B2B marketers understand the rapidly evolving marketing landscape, and to make best use of new techniques and tools.

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Learn the secrets of persuasive b2b copywriting in our free webinar Catherine Toole, Chairman, Sticky Content Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.

Learn how to:

• Avoid common mistakes that put prospects off content.
• Increase sign ups and data capture.
• Encourage social sharing and amplification.
• Increase engagement: dwell times; repeat visits and interaction.
• Ensure your calls to action inspire action!
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Mar 4 2015
48 mins
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  • Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.

    Learn how to:

    • Avoid common mistakes that put prospects off content.
    • Increase sign ups and data capture.
    • Encourage social sharing and amplification.
    • Increase engagement: dwell times; repeat visits and interaction.
    • Ensure your calls to action inspire action!
  • The B2B buying process can be long and complex. But if marketers want to be successful, they need to understand what buyers really do to arrive at their final decision. What kind of information do they seek? And where do they get it from? And who does the buying – how do the different parts of the decision-making unit interact? Do B2B buyers use social media? And what are the characteristics of the suppliers they choose – as opposed to the also-rans who missed out?

    This presentation looks into findings from the recent Buyersphere Report and raises a number of fascinating points that will both interest and inform B2B marketers who want to understand their target markets more fully.

    More specifically, the session will cover:

    -B2B buyers’ description of their ‘perfect’ supplier
    -Insight into content preferences
    -Analysis of channels used to gather information
    -The composition of the buying team, including involvement of C-level
    -Tips on how to engage buyers during the buying cycle
  • Demand generation sits at the heart of B2B marketing activity. And a key responsibility of marketing is to effectively communicate with and nurture prospects until they become sales-ready. In the current age of buyer empowerment, the challenge for marketers is greater than ever before – having to listen, understand and respond to buyers’ behaviours across a plethora of channels.

    In this webinar, hear from Alex Aspinall (B2B Marketing), Ray Coppinger (Marketo) and Phil Ledger (Ledger Bennett) as they outline why marketers need to think about generating demand rather than leads, how they need to set-themselves up to succeed and why they need the right metrics to support their demand generation activity.

    You will discover:
    •The latest trends and best practices in demand generation
    •How to listen to buyer behaviour, understand personas and producing valuable content for your buyers’ journeys
    •How to measure and analyse your demand generation activities

    Register now to join this live webinar where you’ll hear all about the latest tips, tricks and best practices that will help you to make your demand generation activities work harder.
  • Not every prospect is ready to buy now, but it is a mistake to ignore those leads. After all, 80% o prospects that don’t make the grade today will go on to buy from someone within the next 24 months, and when they do you want your company to be at the top of their short list.
    Join this webinar to learn the benefits of lead scoring, how it can benefit your organization and how to get started.
  • Its up to marketing to ensure that only the best marketing leads get passed to sales, and lead-scoring is a must have for well-performing marketing teams. In a study of B2B organizations using lead scoring systems we found that on average;
    - Close rates increased by 30%
    - Company revenue increased by 18%
    - Revenue per deal increased 17%

    Join this session to get a better understanding of lead nurturing and how is can benefit your marketing department and business overall.
  • It's no secret that social media is the greatest opportunity to engage with customers that there's ever been. Whilst we all inherently have a sense of what we need to do in order to get our social media channels to work, too often we simply don't do it.

    In this webcast I will share some practical(and largely simple) things which you can either do slightly differently or think about slightly differently, which may give you and your business the advantage over you competitors and social peers.

    Key Learnings:

    * How to create a roadmap & task list
    * The basics of measurement
    * People’s default behaviours and how to make use of them
  • This webinar shows you how to combat the new EU Data Regulation (EUDR), which is due in 2015 and enforceable 2 years later (with huge fines if you break the rules).

    The EUDR changes direct selling from a broadly opt-out system to an opt-in rule. You’ll need ‘explicit consent’ from each individual to collect, store and use their personal data for sales & marketing. This includes contact details such as phone number, email address and even job title.

    The webinar discusses the main points of the new legislation and how they could affect your organisation. Plus we’ll tell you how to ensure your ability to sell survives after the EUDR and reveal unique research on marketing opt-in.
  • B2B buyers are changing the way they buy.

    Recent B2B Marketing research shows they use a wide range of digital channels to thoroughly research their purchases.

    So B2B brands need to ensure their most important ‘shop window’ – their web site and digital channels – do more to feed the need for information. Marketers need to ensure all channels such as mobile and social are integrated and also start to see digital as a major source of future sales revenue.
    In this free webinar, Tom Head, founder and director at Lab, will share his experience of helping B2B brands to take advantage of this new B2B buying landscape, and how brands can devise and implement strategies to increase sales.

    You’ll learn:
    • How to plan and deploy a content-rich website to meet the needs
    of your customers and prospects

    • How to integrate your sales and marketing activities with your
    digital strategy

    • Why your website and digital channels are so important in terms
    of prospect and customer intelligence data
  • The demand for quality content in B2B marketing is the highest it has ever been. When content works, it can create impactful stories that inform, inspire, and persuade audiences. And if prospects engage with the right content during the B2B buyer experience, they can be compelled to form an opinion, research further, or buy a specific product. Therein lies an incredible opportunity for marketers. Yet, creating excellent content is challenging. Join this webinar to discuss ready-to-implement content creation strategies and tactics straight from BrightTALK’s own demand generation playbooks for B2B marketing teams of any size.

    In this webinar we’ll discuss:
    - Building a B2B content editorial team
    - Managing an editorial calendar
    - Developing and repurposing content stories
    - Creating real-time content reports and dashboards
  • Some of the best content marketing ideas and practices are not expensive or time-consuming to implement. So why don’t all B2B brands do them?
    This webinar helps you ensure you’re not missing out on the easy wins in content marketing. I’ll identify a few of the ripest, juiciest content marketing opportunities, based on our own experience of B2B brands, and offer tips on how to do great content that doesn’t blow the whole budget.

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