Five years on: B2B Marketing in 2017

Manage webcast
John Bottom, head of communications and content, Base One
B2B marketing is changing all the time and it can seem impossible to prepare for the challenges you’ll be facing one year from now, let alone five.

In this webcast, Base One will look ahead to where B2B marketing will be in 2017, what sort of campaigns you’ll be running in five years and what it means for you now. They’ll be looking at:

• Meta-trends
• Changing footprints
• Big data
• The new world of work
• The power of the individual
Sep 13 2012
45 mins
Five years on: B2B Marketing in 2017
Join us for this summit:
  • Channel
  • Channel profile
  • Insight driven social media Sep 15 2015 2:00 pm UTC 45 mins
    Robyn Pierce, head of social media, The Crocodile
    At The Crocodile we believe data analysis is at the heart of getting the best out of social media and proving its value to the business. In our experience many B2B organisations are struggling to move their social media marketing to the next level. Doing social media well demands strategic thinking, technology driven insight, and a relentless focus on the customer across place, device and time.

    In this webinar you will learn how to evaluate the opportunity and optimise your approach. We will also show you how to move your reporting beyond basic reach and engagement metrics to start distilling valuable business insights from the vast amounts of data in the social media landscape. Using real world B2B case studies we will reveal how to go beyond what’s being said and start uncovering insights that can be used to inform brand strategy and decision-making.
  • Webinar: Happy landings! How you can write brilliant B2B landing pages that... Recorded: Jul 16 2015 49 mins
    Catherine Toole, Chairman, Sticky Content
    Get lots of clever tips and techniques to create more effective landing pages immediately.

    This fast-paced, practical webinar includes more than 40 examples, good and bad and is led by popular content trainer and Sticky Content founder, Catherine Toole.

    In just 45 minutes you’ll have learned how to:

    rock a title – even on a small screen
    catch attention from the get-go using bold openers and frontloading
    organise information for optimal effect
    get original approaches signed off and through compliance
    optimise pages for conversion
    delight customers and prospects by satisfying needs and goals
    nudge users down specific paths
    Get better at landing pages in under an hour – sign up for our webinar now.
  • Webinar: How do you operationalise social selling? Recorded: Jun 30 2015 48 mins
    Amy Stephens, Senior marketing manager, LinkedIn
    Social Selling is a hot topic these days. Sales teams are talking about it. Marketing teams are talking about it. More and more companies are dropping the phone and picking up social tools and skills to help them target prospects and close deals.

    But how do you get started and make it a success in your company?

    Join LinkedIn and Oracle Marketing Cloud on July 2nd as we draw back the curtain and explore how to operationalise social selling.

    You'll learn:

    Why social selling is important in today’s digital world .
    Which departments need to be involved to make social selling successful.
    Tips for both sales and marketing for getting started on social selling or how to take the next step in improving your programme.
  • Who Owns Social Selling? Bridging the Divide Between Sales and Marketin Recorded: May 21 2015 40 mins
    Sylvia Jensen, Senior Director, EMEA Marketing, Oracle Marketing Cloud and Amy Stephens, Senior Marketing Manager, LinkedIn
    Digital disruption has revolutionised the sales and marketing landscape – 72 per cent of buyers use social media to research before making a purchase, and 81 per cent of buyers are more likely to engage with a strong professional brand. To reach buyers, sales and marketing teams must align themselves to create a compelling social media presence.

    Join LinkedIn and Oracle Marketing Cloud as they draw back the curtain and explore how to bridge the divide between sales and marketing.

    You'll learn:

    • Why social selling is important and valuable to both sales and marketing.

    • Which team is responsible for owning social selling.

    • How to implement a social selling strategy across both teams.
  • Webinar: Lifting the lid on B2B buyers – what they really do in the buying proce Recorded: Mar 2 2015 47 mins
    John Bottom, head of demand generation, Base One
    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
  • Beyond lead generation: demand more from your demand generation Recorded: Feb 18 2015 46 mins
    Alex Aspinall, B2B Marketing, Ray Coppinger, Marketo, Jon Barkworth, Ledger Bennett DGA
    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.
  • All marketing leads are not created equal Recorded: Nov 25 2014 39 mins
    Sylvia Jensen, EMEA Marketing Director, Oracle Marketing Cloud
    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.
  • To Nurture, or Not to Nurture? Recorded: Nov 18 2014 37 mins
    Sylvia Jensen, EMEA Marketing Director, Oracle Marketing Cloud
    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.
  • Social Media : Best Practices vs Bad Habits ? Recorded: Oct 30 2014 39 mins
    Adam Gray, Oracle Social Evangelist
    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
  • How to avoid falling foul of the new EU data rules Recorded: Sep 24 2014 59 mins
    Graham Smith, Marketing Director, SCi Sales Group & Ben Turner, Sales Director, Institute of Sales & Marketing Manageme
    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.
  • Is your brand delivering on digital? Recorded: Jul 1 2014 49 mins
    Tom Head, Director, Lab (Digital Agency)
    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
  • How to Be a Legendary Content Creator Recorded: Jun 12 2014 44 mins
    Kaitlin Stich, Marketing Manager, BrightTALK
    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
  • Low-Hanging Fruit: Quick, Cost-effective Wins in B2B Content Marketing Recorded: Jun 12 2014 42 mins
    John Bottom, Co-founder, Director, B2B Specialist at Base One
    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.
  • Why ‘content fracking’ is a valuable new idea for B2B marketing success Recorded: May 29 2014 35 mins
    John Bottom, Co-founder and Director, Base One
    Good content is a precious resource. It is the essential fuel that drives the marketing engine for most B2B brands.
    The best place to find content is within the company, But the reason that marketers are talking more and more about content fracking is that they know much of the best material – the best expertise, the most valuable knowledge and experience – lies deep within the organisation. And getting it out to the surface is no easy task.

    This webinar explains the key principles of “content fracking” – 12 tips to help you unearth new sources of high-quality content. Fracking may be a controversial term for the oil companies – but it’s a practice that is helping marketers to do better content marketing for less!
  • Choosing the right sales method for your marketing programme Recorded: May 29 2014 46 mins
    Graham Smith, Marketing director, SCi Sales Group
    The budget has been approved and you finally implement your marketing programme – but the sales don’t live up to expectations.
    Are you sure the sales department are using the right techniques to complement your marketing?
    This webinar examines some of the options; from low-value, simple sales to high-value, complex selling. Tune in to find out how to engage with either cold or hot leads, and how using the wrong selling techniques can back-fire.
  • 10 Crimes Against Content Marketing Recorded: May 29 2014 49 mins
    Quoc-Thai Dang, Catarina Bandeira; BrightTALK
    There’s great content and there’s bad content marketing - it’s a fact. With the current state of content marketing at an all time hype, B2B Marketers need not jump on the bandwagon and commit crimes against Content Marketing. Join Quoc & Catarina of BrightTALK as they share the top 10 worst practices in content marketing. You will also learn how to create compelling content, drive the best audiences and accelerate pipeline.
  • How to build trust into your marketing strategy Recorded: May 29 2014 38 mins
    Alistair Norman, Marketing director, Tomorrow People
    Register now for this live webinar exploring the changing landscape in the B2B buying process, and discover how the digital word of mouth is driving change within the marketing communications arena.

    Attend this webinar presented by Trustpilot and Tomorrow People to learn:
    •How to identify opportunities for digital word of mouth in your marketing communications
    •How to build trust through engaging content
    •Which metrics to measure your trust score
    •How to enable your customers to become sales-people for your business
  • Maximizing Physical Events for High Performing Technology Marketers Recorded: May 28 2014 63 mins
    Quoc Dang, Senior Manager, Demand Generation, BrightTALK & Thomas Standley Group Show & Digital Director, CloserStill Media
    Whether you’re creating your first user conference or taking part in a trade show, making an impact at physical event can be a struggle. With many considerations to make across content, sales follow-up, booth design and audience experience, where do you start? Join Quoc Dang of BrightTALK and Thomas Standley, Group Show & Digital Director, CloserStill Media as they discuss getting the most out of the event.

    Topics covered and more:

    How to integrate events into your marketing strategy
    How to get executive buy in for event sponsorship
    How to stand out at a physical event
    How to take on your own user conference
    What not to do at a physical event
    How to measure the impact of your event on revenues
  • Spinning Plates: Personalisation vs. Automation Roundtable Recorded: May 15 2014 58 mins
    John Sweeney, Stephen Partridge, Peter Veash, Steve Pailthorpe, Joel Harrison
    The connected, digital savvy consumers are more demanding than ever: they expect to receive the right messages and content at just the right time and through the channels they use.

    This requires a often difficult balancing act: making content relevant and self-service whilst not draining the company's resources to do so.

    Join this panel session to learn from the experts how to achieve personalisation through automation and make spinning plates a doodle in 2014.
  • The real inbound marketing story - Moving from tactics to strategy Recorded: Apr 24 2014 40 mins
    Alistair Norman, Marketing Director, Tomorrow People
    Moving from tactics to strategy with you Inbound marketing lead generation.
    One of the most important elements of successfully realising the full benefits offered by adopting an inbound approach to marketing is managing the transition from tactical campaign-based thinking to that required for strategic inbound marketing.
    Join Hubspot and Tomorrow People for a 40 min webinar discussing the current B2B landscape of inbound marketing and learn how to transform your performance effectively.
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.

Embed in website or blog

Successfully added emails: 0
Remove all
  • Title: Five years on: B2B Marketing in 2017
  • Live at: Sep 13 2012 2:00 pm
  • Presented by: John Bottom, head of communications and content, Base One
  • From:
Your email has been sent.
or close
You must be logged in to email this