B2B Marketing webcasts

B2B brand personality: How do you know if yours is right?

Thu, 29 Mar 2012 14:30:00 +0000

Brand personality is the hidden ingredient that is often ignored or misunderstood by B2B brand guardians. In this personal exploration of this mysterious emotional magnet that attracts or repels buyers from your brand, Richard will share his views on: How brand personality affects buying decisions Symptoms of a weak personality Ways to assess your own brand's personality 5 B2B brands with true character

Digital body language: Deciphering your prospects' online behaviour

Wed, 14 Mar 2012 15:30:00 +0000

Deciphering a prospect’s digital body language and then using it to serve them timely and relevant content so you can send true marketing qualified leads to the sales team is at the top of most marketers “things to do" list for 2012. Join us for this webinar to learn how Axios Systems used Eloqua to develop a simple yet powerful, fully automated process with surprising results. Attend this event to learn how you can: • Define a marketing qualified lead so the entire organisation is on board • Build a lead scoring model to follow up on the best leads first • Develop a lead nurture programme to keep warming up leads until they are ready to speak to sales • Align with sales on important metrics to grow revenue

Five steps to brilliant B2B data

Thu, 08 Mar 2012 15:30:00 +0000

Join us for this webcast to learn how Blue Sheep, experts in B2B Marketing, get the most out of their clients databases and why they work to the motto "more from less". Using Blue Sheep's expertise their clients have had improvements of up to 262% from existing marketing campaigns. Attend this event to learn how Blue Sheep can help you: Raise campaign performance with less marketing spend Make the database work for you and your needs The benefits from Clean data Risks associated with non compliant data Turn your database into a business asset.

How to streamline marketing processes to increase efficiencies and reduce costs

Thu, 01 Mar 2012 15:30:00 +0000

As marketers, we understand that the simple ability to send an email or create a microsite does not mean you have all the tools you need to actually implement an integrated campaign. Often, it takes far more time and effort to actually plan and fund your campaign, get the proper people to review and approve content, make sure all the needed steps are being followed, and ensure that only approved corporate assets are being used, than it does to actually send the final email or post the completed microsites. Breakdowns in this process often result in missed deadlines, cost overruns due to ârushedâ items, or poor campaign execution due to misaligned expectations and inadequate collaboration across the organisation. Therefore, automating the process behind your campaigns is often as critical as the final campaign execution in terms of getting the best business results. Effective use of marketing resource management has reduced campaign costs and cycle times by up to 33 per cent.

Improving marketing effectiveness with marketing automation

Thu, 23 Feb 2012 15:30:00 +0000

Creating and deploying marketing campaigns is always a challenge. Trying to maintain effectiveness is even more difficult with a geographically distributed group tasked with accelerating the companyâs growth worldwide. Join us for this webinar to learn how Basware, working with experts from CRM Technologies, used marketing automation to help them achieve their goals and increased their digital marketing footprint globally. Attend this event to learn how Basware was able to: Increase their database by 115% Improve data quality and segmentation Double their email volumes Improve the perception of marketing within the entire organisation

How Data, Content and Relevance are transforming Telemarketing

Wed, 18 Jan 2012 15:30:00 +0000

Our research has shown that Data, Content and Relevance are some of the biggest challenges facing B2B Marketing Managers. In this webcast we examine how these 3 challenges are changing telemarketing and the opportunities for increased ROI they will bring. This webcast includes unique research from SCi Sales Group and investigates: • Data The depth of data required to generate content-rich and relevant marketing campaigns has impacted all forms of direct marketing, including telemarketing. We examine how better data reduces the number of excluded calls, helps sales agents to engage quicker and more meaningfully with decision-makers, plus increases synergy with other marketing channels. • Content Content marketing is a phrase normally associated with online channels, but can your content strategy be applied to telemarketing? We will look at how content-driven telemarketing campaigns are building better relationships, especially on extended sales cycles and lead nurture campaigns. • Relevance Relevance will always give your campaign a higher success rate; relevant message, relevant channel or relevant timing. The immediate feed-back you get through a telephone call can help improve relevance, and greater relevance can mean greater response. We examine the techniques used in ‘relevance based’ telemarketing campaigns. All forms of marketing are evolving and telemarketing is no exception. This webcast discusses issues to help ensure your campaign is ahead of the curve.

Email deliverability - it's in your control

Thu, 01 Dec 2011 15:30:00 +0000

In this unmissable webinar Pure360's Deliverability Manager, Andy Thorpe, will cover three key areas: • What is reputation? Reputation counts and when it comes to your email marketing campaigns it really matters. Find out what counts against you and what counts for you when it comes to content filters, reputation monitors, ISPs and how they can affect your email's deliverability. • Recipient experience Get it right and you get engagement and inbox placement, get it wrong and you could get marked as spam. Andy provides tips on how to capitalise from the momentum of engagement, as well as targeting by engaging your list. • Checklists Andy will talk through how you can get your email marketing right from the start and how you can review your email marketing activities. By attending this webinar you will leave with a better understanding of deliverability and the factors that affect your emails hitting your recipients' inboxes.

Colt's road to revenue performance management with Eloqua

Thu, 17 Nov 2011 15:30:00 +0000

How to manage your demand generation activities and your sales pipeline with Revenue Performance Management with Eloqua. Revenue Performance Management, or RPM, is quickly becoming the hottest buzz phrase in the marketing automation world. At its core, RPM is a strategy to break down the silos between sales and marketing and achieve 'One View of the Truth'. Only by sharing a single view of the key levers within the sales and marketing funnel will a company start to truly outperform the market. During this presentation Colt Technology will describe the their journey to RPM. Learn the milestones, the drivers and the correct turns they took and you will have the directions you need to begin your own road trip to success. Attend this event to learn the importance of: - Sales pipeline management - to get some control and insights into revenue growth - Demand generation and lead management - to identify opportunities to automate demand creation, nurturing, and qualification - Having 'One View of the Truth' - to get a truly integrated sales and marketing funnel in order to establish a single view of revenue growth

Demand generation in a social B2B world

Thu, 10 Nov 2011 15:30:00 +0000

Whether you are new to social media or if you have been using social media for years, implementing demand generation strategies will help you deliver highly qualified prospects to sales. In this webcast, Mary Miller, global director of marketing from mardevdm2, will demonstrate how social media is directly impacting revenue and shortening sales cycles. Learn how to execute savvy lead-nurturing tactics that provide deep insight into the readiness and intent of your prospects/customers along with best practices to leverage social media for demand generation. Learn how to: - Get the best out of your social platforms - Use social media to manage brand reputation - Apply lead nurturing techniques - Develop a structured approach that measures success while generating a quantifiable ROI

How to make events truly social gatherings by adding targeted social media

Wed, 02 Nov 2011 15:30:00 +0000

With live events continuing to buck the trend of the digital take over, why would adding a non-face-to-face element be a good idea? Learn how to integrate the extra dimension of social media into live events to support the aims of the event, while avoiding the clichés and pitfalls. Guy Dorrell, social and SEO manager at Marketing Options, will explore the ways in which social can help you to gather real, actionable feedback from your delegates whilst enhancing their event experience. Attend this webcast to learn how to: - Fully align your social media efforts with your event - Gain real feedback from your delegates - Maximise potential leads with the addition of social media

How marketing automation is transforming B2B marketing

Wed, 19 Oct 2011 14:30:00 +0000

Are you a cutting-edge marketing professional looking to drive revenue predicatively and consistently? If so, join Elizabeth Smyth and Andrew Connell from Marketo for a webcast to find out how marketing automation can get you there. Marketing automation is both a tool for increasing operational efficiency and a tool for driving revenue. It is about automating the routine and repeatable tasks associated with lead management, lead nurturing, lead scoring, (and creating and maintaining a marketing lead database.) Done right, it can help marketing organizations improve their productivity as well as their collaboration with sales organisations. Automation software enables marketing departments to measure what works and demonstrate impact on revenue, and by integrating with existing sales force automation systems, it enables marketing to become a true partner with sales throughout the lead management process. Register now to learn how: • Marketers nurture, score and deliver greater numbers of qualified leads. • Sales reps see online behaviours to identify the hottest leads and opportunities. • Companies measure and predict the impact each program will have on revenue. • Marketers deliver more successful campaigns, higher conversion rates and better qualified leads. • Marketing and sales work together in entirely new ways to achieve unprecedented performance.

Enhancing the power of pay-per-click

Wed, 12 Oct 2011 14:30:00 +0000

There’s no denying that pay-per-click (PPC) is an important tool in the B2B marketers toolkit. Recent surveys have indicated the 49 per cent of B2B organisations are increasing investment in PPC, yet only 57 per cent find it a ‘somewhat effective’ marketing tactic. Paul Thomas, managing director of Lead Forensics, will demonstrate how you can enhance the lead generation potential of your PPC campaigns by uncovering web leads you didn’t know you had. Hear how other B2B organisations are utilising advanced insight to increase their PPC return-on-investment and making PPC one of their most effective marketing tactics. Attend this event to learn how to: * Improve the effectiveness of your PPC activity * Enhance your visibility of website visitors * Increase lead volume without increasing PPC cost * Demonstrate PPC effectiveness through improved ROI.

Harnessing the power of online communities – Innovation in customer engagement

Wed, 05 Oct 2011 14:30:00 +0000

This webcast will help attendees understand the process for creating a purpose for their online community (market research, brand advocacy, Customer loyalty etc) and the steps and level of commitment that is needed to ensure the objectives of the community are achieved. It includes an award winning case study from Royal Mail and agency Brass on the creation and management of its online community, which provided the postal carrier with instant access to customers and the ability to work together with them to develop new products and services. The webcast also includes background on Toluna's online research community, which has grown from 10,000 members in 2006 to 4 million in 2011. By attending this webcast you will learn: - How to harness the power of social media platforms for research - Best practice for recruiting and retaining customers to an online community - How to get the most out of your online panel community and show ROI - The power of the panel community compared to other research methodologies

How to make email the centre of the social media strategy

Thu, 29 Sep 2011 14:30:00 +0000

Email is a vital part of any social media strategy. It has the ability to lift marketing campaigns into the digital stratosphere. During this informative 60 minute webcast Denise Cox will show you how to align and integrate these two perfect partners into a winning marketing strategy. Denise will also demonstrate the business benefits that can be achieved using B2B examples. Learnings and take aways: * Moving beyond 'silo' marketing * How to expand the reach of the email using social media * How to build the in-house list using social media * Interactive emails in a digital age * Content idea's that get shared * Great B2B examples * Measuring ROI.

How to build a social media strategy – based on social media benchmark data

Wed, 28 Sep 2011 14:30:00 +0000

Despite all the hype and enthusiasm surrounding social media, only a quarter of B2B companies have a strategy in place to utilise the various tools and techniques – according to B2B Marketing’s Social Media Benchmarking Report. This two-part webinar examines the findings of this exclusive report in more detail, examining key trends and challenges and then goes on to provide practical tips for the development of a B2B social media strategy. It will conclude with a Q&A discussion focusing on some of the issues raised. Topics for discussion: • Budget allocation to social media • Use of resources and allocation of responsibility • Selection of different social media platforms or channels • Setting objectives • Measurement and ROI • Use of technology.

Webcast: Analysing who and where your social audience are

Thu, 25 Aug 2011 14:30:00 +0000

As the social ecosystem becomes more fragmented selecting the right channels, platforms and services is becoming more of a challenge. By having a clear definition of your objectives and key target audiences, you will be able to create a social media architecture that will be more aligned against your brand and provide a scalable platform for success. IAS has been successfully using social media for its clients for the last four years and has implemented a number of projects for organisations including Corus (now Tata), TalkTalk Business, Trelleborg and Siemens. This seminar is designed to provide you with a framework to help you plan your initial social media activities or to help you take your existing strategies to the next level. Marc Keating will take you through the process the agency uses to implement social media activity and will discuss the following topics: · Where social media fits into your marketing strategy · How social media integrates into your inbound marketing strategy · The importance of an integrated platform architecture · How segmenting your audience will help you select the channels and communities that are right for your brand and business objectives · How to find your social media audience within the fragmented social ecosystem that exists · Tools and platforms to help you find your audience and listen to the online conversation Marc will finish with a case study for Corus Colors, which details how Corus used social media channels as part of an integrated campaign to help the brand own the category of 'Building refurbishment' at the height of one of the biggest recessions within the building and construction industry.

Segmentation for success: how to drive ROI from customer insight

Wed, 03 Aug 2011 14:30:00 +0000

In an environment of patchy and volatile market performance, increasing margin pressures and ever-greater customer demands, there is a renewed urgency for B2B organisations to leverage segmentation to improve customer intimacy and unlocking the value of their database. The B2B sector has consistently been underserved in customer-level data and off the shelf solutions for segmentation, so the urgency is even greater to ‘get it right’ when designing and building a bespoke solution for greater data insight. Ioannis Melas and Steven Keyes from Ernst & Young will outline how B2B segmentation can help organisations optimise commercial performance and compete more effectively in today’s market conditions. This webcast will provide you with: • An overview of the common pitfalls of implementing segmentation and how to avoid them. • An honest look at the ‘trade-offs’ involved in designing the appropriate segmentation solution and how to navigate them based on the unique characteristics of your organisation. • An action-oriented point of view for realising value through segmentation based on the ability to adapt insight and drive change without massive data enhancement exercises. • Case studies to showcase tangible commercial improvement in B2B underpinned by segmentation

How to combine search and social for explosive B2B lead gen

Thu, 28 Jul 2011 14:30:00 +0000

What happens when you combine Steve Jobs and Steve Wozniak? An explosive partnership occurs! The same holds true when you merge social media marketing with SEO activity. If properly integrated, it can make a formidable difference to your search rankings, lead conversion rates and overall marketing ROI. Join Chris Sanger, digital marketing manager at Marketing Options International for an information-packed webinar that provides fresh insight and step-by-step practical tips on: · How and why SEO, blogging and social media can work together for exponential results. · How to focus and structure your social media efforts to create an inbound marketing channel. · How to track and measure ROI and what to expect. In addition, Chris will provide an overview of key trends in social media and search engine optimization integration and show how this can be applied to today’s evolving B2B marketing landscape.

The New Way to B2B Marketing

Wed, 27 Jul 2011 17:30:00 +0000

In this interactive webcast you'll learn how Pearson, the world's leading education company with operations in over 60 countries, created a new communication channel that tightly aligns with its mission: Always Learning. Its new online community enables customers to more easily connect, share, and learn whenever and wherever they are. Liz Trimaloff, Director of Marketing for Online Communities, will share the organizational imperatives behind the initiative, its goals, the launch process, strategies for Pearson's own engagement in the conversation, and most importantly how success is measured. Hear Pearson's lessons learned: * creating a channel for customers to discuss their work - in this case, teachers and educators * providing a home for rich conversations outside of the short-form twitterverse and Facebook status updates * the criticality of combining the right technology with the right strategic guidance in maximizing success * supporting sales cycles that can be 3-5 years in the making by staying engaged with a multitude of influencers and buyers

Digital lift-off: How to increase results through integration

Wed, 20 Jul 2011 14:30:00 +0000

Are you looking to get more out of your digital marketing campaigns? Is your email and direct mail struggling to pay for itself, or achieve its objectives? Learn how the integration of telemarketing with your other marketing channels can take your results to new levels. Henry Braithwaite of Market Makers will explain how using telemarketing can significantly uplift return on investment from your existing marketing spend. Whether you currently use telemarketing or not, this webcast will enable you to: · Ensure your digital or direct marketing campaigns get the best possible bang-per-buck. · Understand how best to use telemarketing to get optimise results from different other push-marketing activities. · Understand what results you should expect from telemarketing follow-up. · Learn how to increase conversions in order to maximise ROI. This webcast includes real-world B2B case studies of telemarketing integration in practice and the return on investment it produces It also includes six Top Tips for integration perfection which can easily be implemented.

How to put insight at the heart of multichannel B2B engagement

Tue, 12 Jul 2011 14:30:00 +0000

Multichannel communication programmes are nothing too new in the B2C world but it's striking how it seems to have been missed in B2B marketing. When our B2B customers and prospects get home and put on their slippers they don't suddenly become consumers and although their drivers may be different the way they develop their opinions will be drawn from a similarly large framework of reference points. And the framework is not regimented the way we marketers might like, it is dynamic and fluid and determined by our customers and prospects. To influence their decisions we need to acknowledge this. A customer relationship isn't built through a quarterly e-newsletter, the relationship is created through a conversation where we listen, as well as talk. And we should listen, where, when and how our customers want to talk to us. And what they say are the insights that will drive the multichannel engagement. · Hear about the latest developments in B2B customer relationships · Take a look over the horizon at B2B CRM · Learn why B2B CRM is not a software programme it's a way of life · See how B2B CRM can become a One to One marketing programmes.

Hot lines: How to make telemarketing drive better results and ROI

Thu, 30 Jun 2011 14:30:00 +0000

This webcast providers a 'how to' guide on getting more out of your telemarketing campaigns. Whether you currently run telemarketing in-house or outsource to an agency, registering for this webcast will give you top tips on how to audit your current activity with practical advice on getting the most of our your investment. Key learnings from this session: · Is your telemarketing campaign set up to win, or set up to fail? Henry explains how to set up the key foundations such as data and CRM right from the start to give your campaign a solid base for success. · Under performing campaigns. Often the first obstacle is identifying what part of the campaign is failing. Learn how to diagnose failure points, and how to address these. · Taking telemarketing campaigns to the next level. 5 ideas to apply to your existing campaigns to increase your results and ROI further · Best practice for aligning your telemarketing operation alongside your other business functions such as marketing and sales. Market Makers is an award winning telemarketing agency specialising in business-to-business.

A step-by-step guide to ideal email campaigns

Wed, 22 Jun 2011 15:00:00 +0000

Even the most experienced marketer can benefit from a reminder of best practice at every stage within the email marketing campaign process. In this webcast Abi Clowes of Pure 360 will take you through the five key steps of creating the ideal email campaign, from strategy to review. Each step will give you advice and best practice on topics such as content, design layout, growing lists and testing. You'll see examples of what works and what doesn't and can then discuss your email marketing challenges, marketer to marketer with her in the Q&A. An all-round marketer having working both agency and client-side, Abi Clowes will look at things from your point of view and will give you direct and honest advice.

The B2B power shift: How do you respond to customer-led demand?

Wed, 08 Jun 2011 14:30:00 +0000

Exploring the service environment of the future and the key learnings from market-leading organisations of today, Ernst & Young experts Vanessa Clark and Rob Keates will outline their predictions for the future of the service market and how you can anticipate and respond to the changing customer landscape. The webcast will cover the trends we see today and what this could mean for customer-centric organisations in the future. This webcast will provide you with: · A summary of the current customer market trends in the service environment. · A prediction for the future based on current trends. · An understanding of how organisations can respond to these trends.

Is customer database integration still a dream, or now reality?

Thu, 26 May 2011 14:30:00 +0000

A single view of the customer is a concept that has been around for many years, but new research reveals the truth behind the CRM hype. If you are building a business case for investment in your B2B marketing data and CRM programme then this webcast will help. Learn about the new models of B2B marketing database evolution and understand how your company can profit from data as a service. Find out how your organisation’s approach to customer database marketing compares to that of other leading b2b companies, and take part in a live poll to benchmark your CRM approach. · Learn about the common difficulties faced by companies trying to implement an integrated approach to sales and marketing databases and how to overcome them. · Understand how new technology is allowing B2B marketers to access information, insight and intelligence on demand. · Take away some top tips on getting buy in from the rest of your board to investing in your customer database.

Creating a successful content strategy for B2B email marketing

Wed, 25 May 2011 14:30:00 +0000

Content should be at the core of your strategy in email marketing. That seems obvious BUT it is often presents the biggest challenges for B2B marketers. Where do they get great content? How do they present it? How is content used to connect with both customers and leads? This webcast will answer these questions and show you how to make your content work hard and reach far beyond the inbox. Takeaways: Content strategies for these areas of your email marketing: * Taking inventory of your content resources * Using email newsletters and flyers to highlight content * Personalising and segmenting to get more opens and clicks * Use content to increase frequency of touch with your subscribers * Differences in content for retention vs acquisition * Taking content beyond the inbox - sharing and SEO * Analysing the impact by tracking, measuring and improving

How to convert online visibility into tangible leads and sales

Tue, 24 May 2011 14:30:00 +0000

We have so much information available to us about what is happening on our websites, we can see what our visitors are doing, which pages are most popular, where their eyes travel first and which keywords are getting them there, but which pieces of intelligence are most valuable and how can we turn this information into physical leads and sales to prove ROI from our investment in analytics tools? Paul Thomas, Managing Director of Lead Forensics, talks about how his clients are taking their online analytics one step further and uncovering web leads they didn't know they had. Hear how leading B2B businesses are maximising their return from their online investment and are driving more leads and revenue from their digital campaigns than ever before. The webcast includes a 20 minute Q&A hosted by B2B Marketing's editor.

B2B Marketing Awards 2011: How to create a winning entry

Fri, 20 May 2011 14:30:00 +0000

Creating a good submission is obviously critical if you're to have any chance of winning awards. But with entry criteria and judging processes varying between different awards programmes, and terminology being open to interpretation, how can you ensure that you're presenting the correct information in the best possible format? This presentation will run through what you need to ensure you have the best possible chance of winning a B2B Marketing Award in 2010. It’s presented by Peter Young, chairman of the judging panel for the past five years, and also features a Q&A hosted by Joel Harrison, editor of B2B Marketing. Content will include: •How to structure your entries •What to include – and what not to include •Common mistakes and pitfalls •Timeframes and milestones •Judging criteria and process.

Using social media for new product development

Thu, 12 May 2011 14:30:00 +0000

Marketing decision makers know that their effectiveness depends on their ability to manage their portfolio of products, keeping it fresh and compelling. In certain industries, rigorous testing is part of a legal requirement before a product can be brought to market, but the key measure of a products success is obviously that of sales. A social laboratory is now available to a business that more accurately reflects their target audience than an expensively designed focus group could hope to do. This webcast will show you how social media can now be brought into the NPD process to significantly reduce the cycle and reduce costs. Learn how to use the tools to: · Define a customer’s needs and wants · Listen to online conversations and extract highly valuable information · Instigate discussions · Seek approval from key influencers prior to launch.

How your buyers are changing: the Buyersphere Report 2011

Wed, 11 May 2011 14:30:00 +0000

The behaviour of business buyers has changed dramatically in response to social media and other assorted digital channels - but what does this mean for B2B brands? This webcast will examine the findings of the second annual Buyersphere Report, a major piece of research produced by B2B Marketing and Base One, which polled over 1,000 business decision makers in the UK and Europe on their attitudes to communications channels and decision making, revealing key insights into how these trends are impacting on behaviour. The webcast will be presented by John Bottom and Richard Bush of Base One, Kate Thomson of McCallum Layton and will include a 15 minute interactive Q&A with B2B Marketing editor Joel Harrison.

Born digital: The value of virtual events today and tomorrow

Wed, 20 Apr 2011 14:30:00 +0000

Following the recent economic downturn and the need to do more for less, an increasing number of event organisers and corporate brand marketers are leveraging digital media to enhance the value of their events. Coupled with a workforce that has been ‘born digital’ who place equal value on both virtual and physical interaction, now is the time to embrace virtual events. During this webcast we will explore the multiple reasons why online events should form part of your marketing strategy, along with five key factors to staging or hosting a virtual event.

Stop look and listen: The value of social media monitoring

Thu, 07 Apr 2011 14:30:00 +0000

With the explosive growth in social media, B2B marketers can be 100 per cent certain that somebody, somewhere is talking to your customers and prospects about your brand and what you sell. This webcast will show you how social media monitoring can give you actionable insights to drive closed loop marketing on the social web. You will learn how to: · Find conversations that matter to your business, across the blogosphere and social networks. · Use the insight to target communications more effectively. · Target your audience and key influencers within social networks. · See the impact your efforts have at different stages of the buying cycle · Prove to C-Level colleagues the impact that social media has in the marketplace.

Social media’s impact on the new product development cycle

Tue, 05 Apr 2011 14:30:00 +0000

Making connections: Getting the most out of B2B telemarketing

Wed, 09 Mar 2011 15:30:00 +0000

Well executed B2B telemarketing provides a massive range of benefits in addition to immediate sales leads and appointments. Niall Habba explains in practical terms how to ensure your campaign also delivers these highly valuable “secondary” outcomes, including prospect profiling, lead nurturing, market insight and stalled lead reactivation. This webcast provides practical steps and actions to help B2B brands make the most of this valuable but sometimes under-utilised resources, as well as avoiding common pitfalls, and how best to work with an outsourced service provider as part of an integrated marketing programme.

Bridging the gap between sales and marketing

Tue, 22 Feb 2011 15:30:00 +0000

It's never been more important for sales and marketing to work together seamlessly to ensure leads are generated, nurtured and handed over with optimum effectiveness. However, in many companies the relationship between these two functions remains highly inefficient and problematic. This webcast will explore how to bridge the gap between marketing and sales, with practical tips which will allow both teams to meet their objectives and deliver success to the organisation. Content will include: * Client case studies highlighting common reasons for divisions between sales and marketing, and discussing the 'grey areas' of responsibility between the departments. * An examination of typical pains and issues in the relationship eg. disappointing conversions; sales people not out selling because they are too busy prospecting; leads received from marketing not matching the quality criteria specified by sales. * A focus on solutions and how the telemarketing can bridge this gap but discussing this generically in terms of in-house team, outsource etc. * Examination of factors that marketers should consider when using telemarketing, including key issues like set up, data, call recording. * Top 10 lessons.

SEO Benchmarking Survey – review of the findings

Wed, 09 Feb 2011 15:30:00 +0000

Search marketing is one of the key disciplines in the B2B marketer’s armoury, but its technical nature, combined with regular changes in Google’s algorithm, means it can be one of the most difficult parts of the marketing mix to get right. B2B Marketing’s SEO Benchmarking Report has been created to help marketers understand this complex landscape, how they can ensure their search marketing activity is achieving its objectives and consequently that their marketing efforts are being maximised. Join Andrew Dalglish, director of Circle Research, which conducted the research, and Gifford Morley-Fletcher , head of SEO at Base One, as they analyse the results of the survey, and examining key trends and standards of search investment and performance. The formal presentation of results and analysis will be followed by an informal interactive Q&A, allowing attendees to ask questions about SEO usage to the panel, which will include Joel Harrison, editor of B2B Marketing.

B2B Email Marketing: 7 tactics to overcome your key challenges

Wed, 02 Feb 2011 15:30:00 +0000

What are the main challenges B2B marketers will be facing in their email marketing efforts for 2011? More importantly - what are the solutions? Based on MarketingSherpa research and Newsweaver's own customer feedback, lead consultant Denise Cox, will take attendees through these challenges - offering strategies, tactics and take always that can be used immediately. The webinar will provide tactics and pratical takeways and case studies in these areas: * Defining goals, setting out tactics * Building your mailing list * Content that works * Making email shareable * Getting into the inbox * Getting opened and clicked * Measuring your ROI.

Successful demand and lead generation for strategic alliances

Wed, 19 Jan 2011 15:30:00 +0000

Strategic Alliances have been gathering momentum over the past few years, most notably amongst technology companies looking to sell a new technological concept. Companies that may have traditionally competed with each other are now collaborating, widening their reach and essentially their revenue stream. However, marketing with your alliance partners also comes with its’ own challenges; dealing with different sales teams, aligning messages, agendas and more. This webcast will address how to develop successful demand and lead generation programmes, referring to some real-life case studies and addressing some of these challenges.

Social media & CRM – A new world or just better business?

Thu, 28 Oct 2010 14:30:00 +0000

Social media and social networking have changed the way we all connect and communicate. For businesses especially, social networking has changed the way they find new customers and interact with their current ones. In this webinar, we’ll: * Identify what Social Media is and what it means to your business. * Share some ideas about incorporating Social Media into your existing customer strategy. * Discover the best tools to execute a social CRM strategy. * Find out how to develop meaningful customer relationships using Social Media. * Share our top tips for Social CRM engagement.

Optimising ROI from your email marketing

Tue, 26 Oct 2010 14:00:00 +0000

Email marketing is still one of the most powerful marketing tools used to drive awareness and stay in touch with our target audience. But how can we monitor how successful it has been in terms of return on investment? This webcast will explore how to measure the return we are getting from our email marketing campaigns, looking at the movement of results through the buying lifecycle, through to positive and qualified leads and how this impacts the overall marketing plan.

B2B marketers: Do you really know where your emails are going?

Tue, 19 Oct 2010 14:30:00 +0000

A common misconception among B2B marketers is that they don’t have to worry about email deliverability with the same intensity as their B2C counterparts do. B2B marketers, often feel they are immune to deliverability challenges since they often send email in small batches or, ideally, one-at-a-time through dynamic or triggered nurturing campaigns. Unfortunately, many are viewing email deliverability through the wrong lens – it isn’t a technical issue, it’s a business issue. Successful lead management depends on it. Conversions depend on it. Revenue depends on it. In fact, email deliverability is a critical element of success in your B2B marketing activities — touching several aspects of our demand generation programs. Still not convinced? This session will help B2B marketers consider some important points in hopes of avoiding a deliverability disaster: • Low deliverability rates can significantly impact top-line revenues and bottom-line profitability. • For email-based B2B marketing campaigns are becoming more popular – increasing clutter and opportunities for mistakes. • With long buying cycles email deliverability problems can take you out of the buyer’s consideration set at a critical time. • Corporate barriers to deliverability can be more challenging than those in consumer marketing. • Many marketing automation vendors lack best practices and many B2B marketers are aiming too low when it comes to deliverability.

Using events to deliver more sales and better qualified leads

Wed, 06 Oct 2010 14:30:00 +0000

Marketers and marketing departments are under increasing pressure to deliver more sales leads and more qualified leads. Business-to-business marketing events have traditionally been a lucrative source of quality sales leads when expertly planned and executed. In this webcast, Marketing Options International will explore these topics and provide best practice advice and guidance.

Defining a lead: Marketing versus sales

Wed, 28 Jul 2010 13:00:00 +0000

It is paramount that both sales and marketing work together to develop a mutually acceptable standard and criteria, in order to create an effective lead generation campaign. The defining process will vary from what is expected and/or required from the campaign; be it to achieve low level engagement or to push these 'leads' further down the sales pipeline through tight screening and profiling. Ensuring that sales and marketing are on the same page is essential to avoiding rejected leads and frustrated team dynamics. Kingpin, a leading marketing agency for the technology sector and pioneer the demand generation wave, will discuss its experiences, and detail working case studies of how to successfully implement such a campaign.

Real-time insights to drive competitive advantage

Tue, 27 Jul 2010 14:30:00 +0000

This webcast explores how digital has enabled a shift from research to real-time insights giving you immediate access to data on user behaviour and emerging trends. This will enable you to keep up with, and react to, change much more quickly. The real-time insights session will demonstrate some of the key online tools available and how the insight gleaned can be used to help you plan for your business.

Generating demand through virtual environments

Wed, 09 Jun 2010 14:30:00 +0000

In today’s increasingly global and dynamic business world, the digital innovation that is virtual environments and events is creating significant discussion and debate. Join us on this exclusive webcast to explore how leading brands are using virtual platforms to drive cost-effective and measurable lead generation activities.

New model marketing: Integrating sales and marketing with tech

Tue, 25 May 2010 13:30:00 +0000

This webcast will focus on how technology is transforming the way that best-in-class B2B organisations conduct marketing, creating leaner and more effective models. Tony Jaros, VP of research at Sirius Decisions, will examine the steps required to leverage such effective models, technology’s role as an enabler and the role that collaboration plays in meeting overall business objectives and revenue goals. Following this, Etienne Viellard, senior director of marketing at Neolane, will discuss how the vendor’s new Leads solution can assist in this marketing transformation, better enabling marketers to structure manage and visualise their marketing pipelines by acquiring and scoring leads from multiple sources.

B2B Marketing Awards 2010: Top tips on compiling your entries

Tue, 18 May 2010 14:00:00 +0000

Creating a good submission is obviously critical if you're to have any chance of winning awards. But with entry criteria and judging processes varying between different awards programmes, how can you ensure that you're presenting the correct information in the best possible format? This presentation will run through what you need to ensure you have the best possible chance of winning a B2B Marketing Award in 2010.

CRM implementation: Fail to prepare? Prepare to fail

Tue, 04 May 2010 14:30:00 +0000

When implementing a CRM system, you need to think long and hard about your business issues. What are you trying to solve? Too many companies think they can put in a piece of software and it can magically fix business issues. The reality is you need to understand more about your business and what you are trying to achieve.

Inside the mind of the buyer: the Buyersphere Report 2010

Thu, 15 Apr 2010 14:30:00 +0000

Presentation and discussion with Richard Bush and John Bottom of Base One into extensive and ground-breaking research recently commissioned into changing B2B buyer behaviour. The Buyersphere Report asked 500 B2B buyers to comment on their preferred sources of information during different stages of the buying process, creating a study that reveals significant differences between the way buyers behave, depending on their function, their role, and the type of organisation they work for. A discussion hosted by B2B Marketing's editor Joel Harrison will discuss the possible reasons behind the findings and offer suggestions as to what this means to marketers.

Planning your Email Strategy Effectively

Wed, 14 Apr 2010 11:00:00 +0000

Where to start when planning your email strategy, the things you need to do and the people you need to get on board. Email marketing has changed and people no longer open every email they receive, so unfortunately as marketers we need to start being clever and planning how we will use email to support the business. Peter is responsible for the UK client base at Concep. He works with clients across the property, professional and financial services sectors, including Cushman & Wakefield, Grant Thornton, Aviva Investors and DLA Piper.

Using new technologies to measure marketing success

Thu, 25 Mar 2010 15:45:00 +0000

“As a marketer, you really have to prove the value you're adding to your organisation – in terms of numbers," says Margie Agin, director of online marketing at Tandberg. In an age of increasing accountability, marketers need to measure and demonstrate the impact that marketing has on driving revenue. Steven Woods of Eloqua, as he explores tactical and strategic marketing metrics. You will come away with a roadmap for building an analysis framework of your overall marketing effectiveness. This webcast will cover: · How to measure the success of individual marketing campaigns. · Ways to analyse your database’s level of interest and engagement. · Board level approaches to presenting key marketing metrics.

Fast forward: the rise and rise of online video

Wed, 24 Mar 2010 15:30:00 +0000

The rise of online video is revolutionising media consumption. One in 35 UK Internet visits goes to an online video site. However, this is not just a consumer phenomenon. With 1.5 million business search daily on YouTube, and a quarter of C level executives claiming to prefer video format than any other for business information, video is changing the way B2B marketers need to be interacting with prospects and clients. This webinar will explain key trends in the market, outline how the grow of video will impact your content strategy and provide tangible advice on how to take advantage of the opportunity it provides.

Business critical: B2B email list growth for customer acquisition

Thu, 04 Mar 2010 15:30:00 +0000

B2B email marketing list growth for customer acquisition – bringing prospects in from the cold · It’s not all retention, retention – the key issues around email marketing as a key weapon to reach out to cold prospects and secure new customers. · The value of email marketing to cold prospects – advantages and disadvantages, the factors that sets it apart and aids its success · Email list growth as business critical – why it’s a top priority for 2010. · Top tips on list growth strategies and tactics, including: · List rental · Acquisition sources and strategies · Enhance and append · Collection · Looking towards engagement and integration.

Ten things to do today to improve your email marketing

Thu, 21 Jan 2010 15:30:00 +0000

Marc Munier, commercial director of Pure360, provides some easy practical tips on how to improve the effectiveness of your email marketing activity. Areas covered include integration of email into multi-channel campaigns, template design, subject lines, boosting conversions and personalisation. He will also debunk some myths on deliverability and testing – essential viewing for anyone looking to improve their use of email.

Five questions every B2B marketer should be able to answer…

Thu, 14 Jan 2010 15:30:00 +0000

For a marketer the world revolves around the customer; insights into their motivations and perceptions are the basis for every action. But with an endless ‘wish list’ of questions in mind where does the successful marketer focus their energy? In this webcast we explore the five questions that matter most and outline how to answer them. 1. Are all buyers in your target market the same? 2. What really matters to them when making buying decisions? 3. What is seen to be the unique essence (and substance) of your brand? 4. What marketing messages and channels resonate most strongly with your target market? 5. How satisfied are your customers and are they evangelists? Presenter David Willan has been involved in B2B marketing research for more years than he’s prepared to admit to. Over this time he has developed insight programmes for some of the world’s leading B2B brands including Vodafone, Ericsson and BP Castrol. David is Chairman of Circle Research, an associate of Ashridge Business School and regularly speaks at major industry events such as the GSMA Mobile World Congress.

Simple demand generation techniques for better outcomes

Tue, 15 Dec 2009 16:00:00 +0000

As integrating multiple channels becomes essential for any marketer looking to maximise the value that they drive out of their budgets, this webcast looks at techniques for delivering better campaigns, moving towards continuous dialogue and measuring everything.

B2B Strategies: How to make your website work

Wed, 09 Dec 2009 15:30:00 +0000

Whether you use your site for branding, awareness, lead generation and capture or transactions, there are no hard and fast rules for making your website work better. But what is essential is using data on which you can make decisions. This webcast will outline some tools and techniques you can use to optimise the performance of your website and improve the customer experience, drive efficiency and improve ROI.

Engaging the C-suite through digital channels

Thu, 03 Dec 2009 15:30:00 +0000

The way people behave is always changing, and the way we interact with each other is a big part of this. When you look at how people engaged with each other 10 years ago it is miles apart from how people communicate today. Actually if you look at how people communicated 12 months ago it has changed dramatically. People receive emails on their phone, check messages on Facebook, Twitter, LinkedIn, CEO networks, video chat on Skype and MySpace messaging and list keeps going. It’s interesting to analyse how this affects the way we communicate with our clients. Client communications has not evolved in the same way as digital media and many companies still rely on the consultants to pick up the phone and visit their client’s offices. Whilst personal communications are still vital, the function of marketing and digital channels is to influence and support those relationships to ensure face-to-face meetings are as effective as possible. When we translate that in to the relationship we have with the C suite (CEO, CTO, CFO, CIO, CMO, COO, CXO etc) we need to understand how they use and consume information through the internet. There is a misconception that the C suite doesn’t use the web, that they rely on the phone and the personal network they have built up over the years to help them deliver business transformation. This perception is no longer a reality and in this webcast we will look at key findings and truths when it comes to engaging the C suite online, as well as providing guidance on practical tips and techniques to improve your marketing.

How to get started with CRM

Thu, 12 Nov 2009 15:30:00 +0000

Often, the hardest part of implementing a CRM system is getting the project started. “How to Get Started with CRM” will provide a wealth of practical advice, tips and guidance for anyone considering, or embarking on, a CRM project. Presented by John Odell of independent CRM specialists Concentrix, the webcast will discuss the key factors you need to take into account when planning and implementing a new CRM system. These range from setting objectives, developing KPIs, performing a business assessment and choosing the right software, to managing the project, deployment, potential pitfalls, measuring success and much more.

Analysing, understanding and responding to customer intent

Wed, 28 Oct 2009 12:00:00 +0000

Steve Woods will explore topics in marketing analysis ranging from the tactical to the strategic. New approaches to measuring the success of individual marketing campaigns, ways to analyze your overall marketing database’s level of interest and engagement, and board level approaches to presenting marketing metrics will be discussed. Expect to come away with actionable strategies for measuring your marketing campaigns in ways you may not have considered, and a roadmap for building an analysis framework of your overall marketing effectiveness.

The latest B2B Marketing trends: Results from the Insight Report

Thu, 24 Sep 2009 15:00:00 +0000

Oliver Chesher of Gyro HSR presents the key findings from B2B Marketing Insight 2009, an extensive research project that investigated current attitudes and trends within UK business-to-business marketing, from companies across a broad range of industry sectors. Join the webcast to find out the most (and least) popular marketing channels and techniques, where B2B marketers are spending and why, current views on digital marketing, and how the recession is affecting budgets for 2010. This is the third consecutive year that GyroHSR and B2B Marketing, along with research partners Maven, have conducted the project, and interesting data trends are emerging.

How to generate demand using B2B telemarketing

Wed, 23 Sep 2009 15:30:00 +0000

Demand generation is one of the most exciting new themes in B2B marketing, creating new opportunities for marketers to generate ROI and work more productively with the sales function. But despite what the IT vendors may say, demand generation isn't all about technology - in this webcast, Niall Habba of The Telemarketing Company, explains the fundamental role that telemarketing plays in the process, and offers practical tips and guidance to help marketers leverage these emerging opportunities and new ways of working. Niall Habba, Managing Director of The Telemarketing Company, The UK’s biggest pure B2B telemarketing agency, explains how to use Telemarketing as an effective B2B channel. Focusing on practical tips and advice for sales and marketing professionals to help drive growth in a difficult economic climate.

Inside the mind of the B2B buyer

Thu, 02 Jul 2009 14:30:00 +0000

How are B2B buyers using the Internet in the purchase process? This webcast will provide tangible recommendations on how, where and when you can capture leads and maximum your ROI from marketing investment through better understanding your prospects online habits.

How the underdog beats the market leader

Thu, 11 Jun 2009 14:30:00 +0000

Paul Cash of Hurricane – with a little help from new work from celebrated author Malcolm Gladwell – explains how David can beat Goliath in the B2B market. This webcast contains practical hints and tips on how B2B organisations can act as 'challenger brands' to take on and beat the market leaders.

How to compile your entries for the B2B Marketing Awards 2009

Thu, 04 Jun 2009 15:30:00 +0000

Advice and guidance on compiling winning entries for the B2B Marketing Awards, and avoiding common errors.

Content marketing: Thought leadership in a web 2.0 world

Wed, 03 Jun 2009 14:30:00 +0000

Content marketing is the most important thing you can do as a B2B marketer. You can suck at web analytics and social media. You can still think a Tweet is a bird call. But if you get Content marketing right you'll have even the most cynical sales guys bowing down to you in tribute. Content Marketing breaks the traditional marketing model (which boils down to shouting at your prospects across a crowded room) and erodes the barriers that buyers put up to defend themselves from your sales force. It's all about earning the right to sell. Cancel that meeting. Close down Facebook and Tweetdeck. Join us for a fast, furious 20 minutes on the B2B discipline that matters most.

How to implement a proven webcasting strategy

Tue, 12 May 2009 14:30:00 +0000

Webinars, webcasts, online events – most have either hosted or participated in a program with varied success. As an attendee you’ve either been bored to tears or find these events invaluable. No matter your experience from event to event – it’s hardly consistent. Why? Join webcasting expert David Pitta from BrightTALK as he outlines his techniques from 10 years of webcasting experience into a simple strategy for novice and experts alike. David has used webcasts to sell, market, train, & inform small to large groups since 1999. He is responsible for the webcast strategy used today at: Monster.com, California Pizza Kitchen, NYU Law & Business School, USC Distance Education Network, DoubleClick, and numerous Law Firms, Financial Services, and Technology companies. His methodology focuses on creating the right content for the right audience and delivering visuals that engage and promote interactivity with your audience. Join us for this introductory session that will highlight: * Webcasting: What is it? What are the various uses? How to properly prepare for your audience & what to look for in a service provider. * Creating content that informs, persuades, or promotes * How to use interactivity to engage your audience and gather data * Marketing your event: leveraging social media, email, partners, and advertising * Effective delivery techniques to keep your audience ‘tuned-in’ * Understanding reports * Post event follow up and on-demand value

The social media myth

Thu, 07 May 2009 15:00:00 +0000

(... or, how a look fresh in the digital world will help you sleep easier at night) Have you harnessed social media? Is Facebook working for you? Have you twittered your way to greater market share? OMG! LOL! Stop. Stop. This webcast is here to tell you there’s no need to panic as we take a step back and examine the truth behind the social media frenzy. Log on, tune in and chill out to a webcast that will explain how the social media revolution is less about keeping you awake at night and more about giving you a reason to spring out of bed the morning

Creative in a Web 2.0 world

Mon, 30 Mar 2009 10:30:00 +0000

To follow.

Success strategies for viral B2B marketing

Thu, 19 Mar 2009 15:30:00 +0000

The ability of viral marketing to create a message so compelling that it seeds itself makes it the holy grail for many B2B brands. However, achieving the correct balance of humour and serious business messaging is extremely difficult. This webcast provides practical guidance on how to make viral marketing work for your brand, and how to avoid common mistakes and pitfalls.

How to avoid being ineffective with email marketing

Fri, 20 Feb 2009 15:30:00 +0000

Email has become the most important B2B marketing medium, and yet all too many companies persist with basic mistakes and fundamental errors which are undermining the effectiveness of their campaigns. This webcast will highlight common mistakes and pitfalls in B2B email marketing, as well as providing best practice guidance on how to get it right, and case studies illustrating success.