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B2B Marketing

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  • Data decathlon: How to use insights to drive results Data decathlon: How to use insights to drive results Billy Hamilton-Stent, Founder of Loudhouse Recorded: Nov 29 2016 37 mins
    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
  • Warp-Speed Webinar: Lead scoring in 20 minutes or less Warp-Speed Webinar: Lead scoring in 20 minutes or less James Pellizzi Recorded: Nov 10 2016 27 mins
    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.
  • Marketing Agencies: How that next campaign can (and must!) deliver more Marketing Agencies: How that next campaign can (and must!) deliver more Robert Gorby, Senior Director, SDL and Darryll Bayes, Associate Director of Marketing, The Church Agency Recorded: Oct 26 2016 43 mins
    Near enough, is no longer good enough.

    The survival of the external agency is now determined not by creative originality, but by creative effectiveness.

    In a digital age in which the client marketing team is under extreme pressure to continuously shift the dial on acquisition and conversion rates, and have the analytics in real-time, the margin between success and failure can come down to a couple of percent in campaign effectiveness.

    In this webinar in partnership with B2B Marketing and The Church Agency, we’ll discuss:

    • The reality faced by marketing agencies to deliver effective global campaigns that speak locally
    • How to handle the balance of effective campaigns that resonate vs. cost vs. operational efficiency
    • How to handle the localization process and who owns responsibility: Agency vs. Client
    • The key questions you should be asking about localization & campaign results that can be achieved through great localization.
  • Revolutionising buyer journeys, one interaction at a time Revolutionising buyer journeys, one interaction at a time Jon Dome, Manager Customer Roadmap, Harte Hanks and Alex Gill, Senior Director, Harte Hanks Recorded: Oct 13 2016 36 mins
    This webinar outlines breakthrough approaches B2B marketers can take to drive revenue through optimising the buyer journey, based on understanding buyers, the buying steps they take and the outcomes they are aiming for. We’ll look at how to understand the new digitally driven buying process including cues that buyers exhibit during different journey phases, the ‘buying’ jobs they perform through the process, the outcomes they are seeking and the interactions that happen. Then we’ll explore ways to design and deliver brilliant marketing solutions where every interaction is tailored to buyers’ needs, with special focus on those buying outcomes that are under-served.

    Intelligent management of the buyer journey is a vital component of strategies to drive better revenue and growth. This webinar will give you what you need to accelerate your efforts.

    You will learn:
    • How to understand buyers and their buyer journeys
    • How to take a step back from your current efforts to evaluate your audience and work out how to serve them better
    • How to improve the buyer journey and customer lifecycle
    • How to identify and act on buyers’ digital cues
    • The pillars of marketing success, and how to deploy them
  • Panic at the disco - being different in B2B Panic at the disco - being different in B2B Billy Hamilton-Stent, Client Strategy Director, Octopus Group Recorded: Sep 29 2016 45 mins
    A recent Octopus Group study of UK marketing directors revealed that changes in the competitive landscape were causing them to lose sleep, with over half stating that differentiation was a major challenge.

    Billy Hamilton Stent, MD of Octopus Group’s research unit, Loudhouse, will discuss:

    1) How to use customer insight to formulate a differentiating B2B strategy that strikes the right balance of engaging customers and appeasing internal stakeholders.
    2) How to activate differentiating campaigns brilliantly to build brand advocacy quickly.
  • Mobile Marketing - Your key to building a passionate brand community Mobile Marketing - Your key to building a passionate brand community Nathan Anibaba, Head of business development, Tomorrow People Ltd Recorded: Aug 24 2016 23 mins
    Instead of marketing to an impossibly large number of individuals marketers need to focus more on what your prospects have in common rather than what separates them. As community Marking is grows in popularity, many marketers now appreciate that building such a community allows you to separate yourself from the competition, increase the perceived and actual value of the brand and charge a premium for your products.


    We need to create a community of like minded prospects and customers who feel like they 'belong'. This webinar shows you how mobile marketing holds the key to growing your community and connecting people on the basis of more than just the product.

    This webinar will cover the following:

    1. What is a brand community?
    2. Why should you build a brand community? (Why your prospects and customers are seeking community)
    3. Mobile's role in building your community
    4. Case study in community building and mobile marketing
  • High performance marketing: What are the best marketers doing differently? High performance marketing: What are the best marketers doing differently? Danielle Howe, reports editor at B2B Marketing, and Andrew Dalglish, director at Circle Research Recorded: Jul 19 2016 47 mins
    What are the top-performing marketers doing differently from the rest? Our latest piece of research sought to find this out.

    We identified four areas – the four ‘pillars’ of marketing – that the best marketers are putting at the heart of their marketing every day: strategy, customer, brand and measurement.

    In this webinar Danielle Howe, reports editor at B2B Marketing, and Andrew Dalglish, director at Circle Research, will discuss:

    What high performance marketing is, what the four pillars are and why they matter.

    How high performance marketers do consistently better, and what you can learn from them.
    How you can start thinking differently to join the best and leave the rest behind.
  • How do you solve the problems of a sleepless CMO? How do you solve the problems of a sleepless CMO? Billy Hamilton-Stent, Client Strategy Director, Octopus Group Recorded: Jun 9 2016 45 mins
    Download Tech Heads 'The Sleepless CMO' via report via http://brandtosales.weareoctopusgroup.net/tech-heads-2016

    Why are businesses taking longer to make purchasing decisions?

    In our digital world of speed and convenience it doesn’t make sense that anything should take longer.

    In 2015 Octopus Group’s annual ‘Tech Heads’ study looked at why B2B buying cycles were getting longer, and this year’s study explores the impact that trend is having on marketers.

    They found that today’s CMOs are six times more likely to lose sleep that gain it compared to previous years, and are having to be more creative than ever to outwit their competitors. With the majority of them under increased pressure to hit targets, 90% of CMOs say they’re having to be more creative than ever to compete.

    This trend has given rise to the ‘Sleepless CMO’. In this webinar, Octopus Group’s Billy Hamilton-Stent explores

    What’s keeping marketers awake at night
    What’s delaying prospects’ buying decisions
    Ways to tell your brand’s story in a new way to awaken your buyers
  • Successful online marketing = community building Successful online marketing = community building Nathan Anibaba, head of business development, Tomorrow People Recorded: May 26 2016 31 mins
    Marketers are ignoring one of the most fundamental customer needs: community. Hundreds of millions has been spent on customer centricity and understanding the persona to the nth degree in order to provide 'killer customer insight'. But we have all been blind to one of the most fundamental needs in human life that only comes second to food and shelter: the need to belong.

    The stuff of the human condition is to belong, to make meaning, feel secure, have order within chaos and create identity. Marketers ignore these constituent building blocks of humanity at their peril.

    This webinar will explain what a branded community is, why it is fundamental for marketing now and in the future, and how to build one for your organisation.
  • Using virtual reality to engage big-ticket B2B buyers Using virtual reality to engage big-ticket B2B buyers Simon Lodge, senior creative strategist and David Chandler, director, strategic accounts Recorded: May 5 2016 48 mins
    Virtual reality is one of the most talked about marketing trends of the moment. Sceptics argue that the technology is over-hyped. But is it time for B2B brands to start thinking seriously about VR content?

    In this webinar, Simon and David cut to the chase. They highlight real examples of businesses using VR to deliver tangible benefits. And they explore the powerful contribution the technology can make to B2B marketing strategies. A specific area of focus will be sales and marketing surrounding high-value investments with long-tail consideration.

    Viewers will gain:

    Insight into potential B2B applications of VR.
    An understanding of how VR investment can add value and enhance top-of-funnel elimination.
    Ideas for enhancing customer service with VR technology.
    A realistic view of the investment and dedication required to get VR off the ground.