The modern marketing essentials guide to content marketing

With 80-90% of the buyer's journey complete before a buyer even reaches out to sales, the ability of Marketing teams to adjust their growth strategies to stand out has never been more important.

Martech tools have long promised the ability to help you “reach the right buyer in the right channel at the right time.”

However, with hundreds of tools to choose from, marketing & sales teams are often executing these channels in siloes. This means intent signals from one channel aren’t shared with others.

What businesses need is a singular view of customers. You need to know who is likely to buy, where they are in their journey, and how to reach them. Then you need to make the whole thing feel personalized. Once you have your ideal customer set for a campaign, you need to share it with the tools you use to reach them – across social, search, email, programmatic, web and sales plays.

In this webinar, you will learn how to:

• Create a full view of buyers and customers, better understand their behaviour, their journeys, and when they’re likely to buy
• Use AI-driven insights to prioritize the audiences most likely to buy – or customers at risk of leaving
• Turn on and run personalized, data-backed campaigns in the channels where your buyers and customers are most likely to respond
• Uncover all of the points in your buyers’ journeys where they’re likely to engage to help your team reach them at the right times – and get through the door first


Your personal data:

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 Dun & Bradstreet who are sponsoring this webinar and may contact you with relevant information. For more information on how we manage your personal data please see our privacy policy.
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According to a study by Lead Connect, 81% of today’s buyers will not fill out a form. And buyers that do often wait days to weeks to hear back from sales.

It's time to cut out the middleman and accelerate buyers through your funnel, faster.

In this session led by Drift’s Head of EMEA Marketing, Julijana Saveska, Marije Gould, VP Global Demand Generation and Field Marketing, Unit4 Neil Georgeson Global Business Development Director, Unit 4 and Jon Busby, Chief Technology Officer, Twogether, you’ll learn how to apply Conversational Marketing and chat best practices to improve your customer experience and increase your campaign performance.

Join us to discover how to:

● Create authentic, personalised experiences for your buyers – at scale
● Leverage Conversational Marketing throughout all stages of the funnel
● Shorten your path to marketing-generated pipeline

Your personal data:

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 Drift who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

The consistent performance and execution of all customer-facing roles in a business are vital. It inevitably leads to sustainable revenue growth and retaining customers, particularly after a turbulent year of unprecedented change in both customer behaviours and expectations.

Effective customer engagement is now essential, and it is an area where marketers should be leading.

Growth is only possible when all teams are collaborating on the shared business objectives: revenue growth, customer satisfaction and customer retention. But as we know; much is lost in translation. Failing to do so may put corporate strategies at risk, resulting in failure to meet sales targets, lost marketing ROI and customer churn.

So, what does consistent performance looks like? How can we scale it across the entire organisation? And how can we support our sales and marketing teams to drive business success?

Join this webinar to explore how you can drive consistent performance across all the revenue teams and set your organisation up for success.

By attending this webinar, you will learn:

• How to identify strategic initiatives that drive marketing and sales alignment
• What is the key to effective sales enablement that scales with your business and how marketers can influence that change?
• What are the new methods for driving and measuring marketing ROI, so marketers can measure not their own influence, but all the way through to a sale?
• How to achieve consistent performance by defining winning behaviours across all teams


Your personal data:

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 Highspot who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

There is a new truth in B2B marketing – customers don’t simply want to buy from you anymore, they want to buy into you. The secret to moving products is moving minds.

This requires modern day marketers to understand the power of feelings over features and take a more human approach to their growth agenda.

In this webinar, Paul Cash, CEO at Rooster Punk will reveal how their human approach to marketing helped KPMG close £59m of business from a £1m investment AND helped Incorpo increase their average sales contract value by 37% by connecting sales with a hard-hitting story that got their customers fired up.

Join this webinar to learn:

• How to inspire and galvanise your team by adopting a human centred philosophy
• How to leverage the power of emotion and storytelling
• How to make your marketing more interesting and meaningful to you and your customers
• How to get started and action your ideas.


Your personal data:

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 Rooster Punk who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

The most potent and efficient brands in the world today are being built with people, not for them. They outperform the competition without outspending them, forge closer connections with buyers and get their market to do their marketing. We call them participation brands.

Iris’ 2021 global participation brand Index (PBI) study shows that B2B brands are not only thriving in the participation age, for the first time they’re outperforming their B2C cousins.

This new research conducted with close to 7,000 business decision makers and consumers shows how brands such as Splunk, Twilio and Marketo are now scoring higher on key performance drivers than household names like Tesla, Nike and Disney.

In this session. Iris will lift the lid on what’s driving this result, exploring the role of emotional factors like trust, innovation in the customer experience, community empowerment and brand leadership on social and environmental issues.

Join this webinar to understand:

• What makes a B2B participation brand
• Which are the leading B2B participation brands in the world today
• How leading B2B participation brands outperform competitors
• Why B2B buyers pay more for participation brands
• 5 ways you can harness the power of participation to drive marketing performance


Your personal data:

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 Iris who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

B2B buying has never changed so fast or so furiously as its doing in 2021, driven by the lingering pandemic and accelerating tech adoption. Transformations that we expected to be years away have happened overnight and expectations at both ends of the transaction have shifted profoundly.

In particular, ecommerce has leapt from being a dim and distant prospect in many B2B categories, to a tangible or imminent reality – even in for the most complex products or services.

So what does that mean for B2B brands, and their marketing, sales and digital teams?

In this webinar, we’ll explore what B2B marketers need to do to embrace this revolution and the inherent opportunities, and examine how to build a superb digital experience for your customers. Key takeaways will include:

• How to embrace ecommerce in a digital-first world for B2B
• What you need to consider to implement ecommerce into your business
• Where and how to start implementing B2B ecommerce
• How to take small steps in the right direction for effective ecommerce
• How to put a superb digital experience in place for customers


Your personal data:

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 Omobono who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

80% percent of the sales cycle now takes place in digital or remote settings, according to industry analysts. That means it’s now up to marketing to move buyers further down the funnel—up to and including the point of decision.

But how can marketers, who have historically focused on brand awareness and top-of-funnel demand generation, rise to this new reality?

Research shows that the primary factor driving buying decisions is memory. Your buyer interacts with your marketing in one moment, but they decide to purchase later on. That means your marketing messages, content, visuals, and stories must all be memorable enough to influence buying decisions.

In this webinar you’ll learn four science-backed skills that marketers need to become memorable enough to influence buying decisions:

• Messaging – Use situationally specific message frameworks designed and choreographed for maximum impact.
• Content – Bring your messages to life in your presentations, landing pages, and other content assets.
• Visuals – Create powerful, memorable designs that spark action.
• Storytelling – Wrap everything in a compelling narrative and build the best stories for memory, decision, and action.


Your personal data:

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 Corporate Visions who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

According to The State of Marketing Automation Report, only 55% of respondents are using marketing automation. And while virtually all agree that effective marketing automation is critical to long-term business success, less than 10% feel their business is using its platform to full capacity.

Marketing automation allows you to deliver a flexible, all-encompassing brand experience that brings you closer to your customers — and your business goals. Whether you already have a marketing automation solution or are looking to get started, this webinar will demonstrate how to promote scalable growth by leveraging actionable data that drives your marketing and sales initiatives.

In this webinar, you will learn how to use marketing automation to:

• Create unique, personalized, and scalable customer experiences
• Develop holistic growth strategies across every channel and every funnel stage
• Extend the customer lifecycle by delivering at critical touchpoints beyond the point of sale

And, of course, we’ll showcase proven approaches and results from successful marketing automation customer use cases.

Your personal data:

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 Act-On Software who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

For the last decade we have seen a continued evolution of the B2B buyer’s journey and the acceleration of online buying research.

The continued growth of the size of buying team with the complexity that brings, coupled with the rise of ABM as a mainstream practice is causing many Marketing teams to take a fresh look at the buyer’s journey.

For B2B Marketing and Sales teams, this presents an opportunity to reassess their internal alignment as well as how their content meets the needs of the buying teams they are targeting.

In this webinar Nigel Williams, Chief Strategy Officer at Kingpin, will present insights, strategies and frameworks for Marketing leaders to ensure they are meeting the demands of their buyers.

This webinar will cover:

• Recent B2B buying trends
• The varying approaches to the buyer’s journey
• Personalisation strategies, include stage and persona based approaches
• How to align the buying and selling journey and bring Sales and Marketing to a better mutual understanding

Your personal data:

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 Kingpin Communications who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

The pandemic recovery period is poised to be a renaissance for small businesses, so now is a more important time than ever to understand and market effectively to SMB's.

As the economic recovery begins to unfold, brands need fresh insights to find, engage, motivate, and retain SMB customers.

Cargo, the world’s leading Business-to-Small-Business (B2SB) Marketing® agency, has just completed a comprehensive study of over 2,000 American and Canadian SMBs.

This vital webinar will reveal what small businesses fear, forecast, want, and need from enterprise brands in 2021.

After this webinar, you will understand why SMBs might choose to buy from certain enterprise brands and not others. And what you can do about it.

In this webinar, you will learn:
Insights into the current and future state of the SMB segment.
How enterprises’ 2021 messaging and marketing to SMBs must adapt now.
Research-informed strategies for acquiring and keeping more SMB customers in 2021.
Current and forward-looking SMB leaders’ attitudes, mindsets, emotions and behaviours that will help define enterprise brands’ go-to-market approaches.

Your personal data:
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 Cargo (sponsors of this webinar) who may contact you in relation to this webinar and additional Cargo content.

For more information on how we manage your personal data please see our privacy policy
- https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

The B2B sales profession is reeling. Covid19 has fundamentally changed the nature of sales engagements, restricting face-to-face meetings or events for the foreseeable future, making hard-to-reach buyers harder to reach than ever.

Meanwhile, more and more of the buyer journey for complex B2B products and services is being conducted online, prohibiting sales professionals to only the final stages of a deal.

So how do marketing and sales redefine their roles for this ongoing transformation? And what does marketing need to do to help sales both prepare and face this new reality?

We’ll be discussing these issues in this live webinar. Other areas that we’ll discuss will include:

• How marketing and sales teams need to be structured to face the new environment.
• How content needs and expectations are changing in response to buyer behaviour.
• How sales and marketing must adapt to the future of events and meetings.
• How marketing can assist with final stage negotiations.

Your personal data:

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 Highspot who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy

Marketers have a clear mission in 2020: to help salespeople adapt to a challenging new environment and maximise their sales.

To do that, they need to be great sales enablers. So far so obvious, but whilst enabling sales has always theoretically been at the core of marketing’s remit, the practical reality has been more conflicted.

So, what do marketers need to do to adapt to this new reality? And how do they become a geat sales enabler

In this webinar, we’ll be discussing these and other related issues, including:

• How both marketing and sales teams’ expectations have changed.
• Where sales teams are struggling most to adapt
• How marketing should redeploy its efforts and activities
• What skills and attributes marketers need to be successful, and how these differed from the old world?
• How marketers’ day-jobs may have changed, and how to adapt to the new reality

Your personal data:

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 Highspot who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy

The only reason you create marketing materials is to influence your buyers’ decisions in some way. But influence is really a function of memory. After all, your buyers will make decisions based on what they remember. And you can’t hope to influence those decisions if your messages and content aren’t memorable.

So how do you create memorable marketing?

Join cognitive neuroscientist and Chief Science Officer, Dr Carmen Simon, to hear the results of Corporate Visions’ latest research and learn practical techniques to activate your buyer’s memory and make your marketing more influential.

In this webinar, you'll learn:

1. How memory influences people’s actions and decisions
2. How to make your messages more memorable and persuasive
3. The importance of using repetition the right way
4. How much and what kind of visuals can impact memory
5. How to harness complexity, rather than simplify it

Your personal data:

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 Corporate Visions who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

An effective lead follow-up strategy is vital to successful pipeline generation but many businesses struggle to adhere consistently to a cohesive process, often leaving revenue on the table. Well-aligned sales and marketing teams can work together to form streamlined processes to convert leads into pipeline—and ultimately new business.

To understand trends in lead follow-up strategy and efficacy, Conversica investigated 1000+ companies and evaluated their engagement process as defined by the 4Ps of Sales Effectiveness: Promptness, Persistence, Personalization, and Performance.

Join this webinar to hear the findings of this research and leave with key takeaways including:

● Understanding where your company’s performance stands relative to others in your industry
● Which factors are strong indicators of success or failure
● Specific measures you can take to align your Sales team with best practices for optimum success


Your personal data:

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 Conversica who are sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

For B2B technology brands, getting the most out of your partner programs can be the difference between success and failure, especially in these times of global economic uncertainty.

To succeed, channel leaders need to harness new data, technology, tactics and techniques to ensure their channel is delivering genuine measurable business impact.

In this 45 minute webinar, we will hear how Judit Nagypal, Partner Recruit Lead at Microsoft and James Taylor, Commercial Director, Kingpin Communications have worked together to build and execute a successful scalable, multi-region through-partner program for Microsoft Western Europe.

In this webinar, you'll learn:

• How to choose the right partners
• How to build a scalable through-partner lead-generating engine.
• How to understand your partners better – their challenges and priorities, their go-to-market strategy and their specialization.
• How to measure the success of your program, scale and optimize.
• What you need to avoid.

Your personal data:

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 Kingpin Communications who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

In-person B2B events are slated to return in 2021. And it’s forcing marketers to talk about the elephant in the room. Because events remain one of the most siloed and expensive of all marketing channels. But that’s about to change.

Since marketing budgets are under the microscope now more than ever, it’ll be up to event marketers to rethink their game plan and take a new approach that overcomes past challenges and limitations.

Sign up to hear the results of Integrate’s latest research on how top marketers across the US and UK are thinking about 2021 event strategy.

Join Chris Wickson, VP & GM of Events at Integrate, to hear:

• What the new, expanded scope of the event marketer includes.
• How to plan for hybrid virtual and in-person events
• How to better align events with demand gen and revenue goals.
• Why creating connected customer journeys is critical to success.


Your personal data:

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 Integrate who is sponsoring this webinar. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy

As the world continues to change we are seeing more importance placed on the Digital Marketplace and the ability of sales and marketing teams to adjust their growth strategies has never been more important. This is the time for Marketing and Sales Operations to be agile, particularly around Account-Based Selling.

The volume of data available to support sales and marketing is growing exponentially. This poses a challenge for marketers who are tasked with finding and storing that data, and making increased commercial use of it.

A Customer Data Platform brings all of the data together and enables organisations to more easily make strong commercial use of their data.

This webinar will explain how CDP drives growth, leveraging real-world case studies and practical hands-on experience of using this technology in a live environment.

In this webinar, you will learn:

• What is a CDP and why now it is more important than ever to have one
• Learn how every element of the Marketing mix can benefit from a CDP and drive growth
• Hear from a customer on their early experience and ROI so far

Your personal data:

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 Dun & Bradstreet who are sponsoring this webinar and may contact you with relevant information. For more information on how we manage your personal data please see our privacy policy.

https://www.b2bmarketing.net/en-gb/b2b-marketing-privacy-policy