The future of B2B marketing - a look at the current B2B marketing landscape and how to best prepare for the future

• B2B marketing today: the trends, consumers and channels shaping the current B2B landscape
• The dynamic nature of B2B: how changes in politics, the economy, society, tech, the environment and legislations impact on B2B marketing - and how to understand and navigate these disruptive forces as they impact the B2B marketplace ranging from innovation to consumer demand
• Looking forward: preparing for new competition and business innovations that may impact the B2B landscape
• A look at best practice in B2B branding
• Utilising a data-driven strategy when delivering your tactics

Using measurement - looking at the best practice online and offline campaigns

• Measurable marketing - utilising measurement to optimise your campaigns by using tracking on and offline
• Learning from industry leaders on how to use measurement in order to increase your success in customer acquisition and optimise your campaigns

The Operations of B2B marketing

• Identifying business needs and the varying resources needed to support evolving customer needs and B2B ecommerce journeys
• The marketing operations behind ecommerce, self-serve and various digital channels
• The marketing operations behind partner, reseller and distributor marketing
• Comparison of multichannel and integrated approaches and why theory often surpasses practice
• How to benchmark your business, measure the impact of marketing and identify areas to focus on
• How to brief and use suppliers (utilising best practice methods)

Aligning marketing with business strategy and companywide collaboration

• Securing investment from the board
• Understanding and utilising stakeholder management, internal communications and marketing across the business
• Aligning key company areas including Customer service, IT and Sales
• Applying key marketing principles throughout the business
• Lead generation management - allocating Service Level Agreements to both external and internal partners
• Delivering sales ready leads in order to drive revenue

Using Data for campaign, customer and marketing insight

• The fundamentals of B2B spanning from benchmarking to quality
• Data in practice: understanding existing data and acquiring the data necessary to bridge gaps in insight - ranging from progressive sign ups to rapid addressing
• How to use data to obtain a competitive advantage - including using data driven marketing to acquire customers and increase their LTV
• Understanding accounts based marketing

B2B Elective Day 2

Content Marketing

• Understanding the place and importance of Content Marketing
• Developing a Content Marketing proposition
• Content strategy: development through to using macro themes
• Content planning: by market, product and segment, embedding best practice throughout the marketing funnel via templates
• Avoiding spam: How to create relevant content that engages and compels by understanding channels, mediums and messaging including recent innovations such as voice search and mobile optimised content
• A review of best practice cases in word of mouth and advocacy
• A guide to the key principles of the brand
• Using testing to optimise your campaigns

Cutting edge marketing: using the latest tools ranging from AI to CRM

• Understanding and utilising marketing automation and CRM in order to maximise your customer journey
• How to use targeting and segmentation in modern marketing tools
• Using modern marketing tools (and analytics) to gain further insight to both on and offline customer touchpoints
• Best practice cases using integrated marketing tools
• Exceeding customer expectations and delivering inspirational customer experiences
• Understanding compliance risks and fixing problems by taking an external viewpoint

Email marketing for B2B - an advanced approach

• Mapping out and maximising customer journey's by using behavioural triggers
• Extending from email automation to using automation throughout your marketing strategy
• Remarketing, increasing open rates and more using innovation and best practice techniques
• Using engaging content in your email campaigns to boost engagement
• Integrating your email marketing into your holistic marketing strategy
• How to improve results through testing, learning and doing

Creating amazing B2B customer experiences to drive engagement by understanding online and multichannel behaviour

• Effective KPI setting
• Taking the correct approach: how to understand the decision making process
• How human interaction drives individual stakeholder needs, and how to maximise on this
• Using social media to learn more about, and engage further, B2B customers
• Maximising on existing business - how to retain, cross and upsell.