B2B: Digital Marketing Spotlight 12 March 2020

Today's marketing environment is a challenge. Trust. Disruption. Transparency. All of these factors make marketing's job increasingly more difficult every day. Technology seems to be the answer but is it the whole answer we sometimes think it is? How often do organisations invest but the business case promised fails to materialise. Why does this happen? Paul's presentation aims to provoke the audience to think more about the role that humans play when combined with technology to make marketing, sales, and service become attentively intelligent and stand out in the marketplace.

From prospecting to conversion, better digital marketing has never been so important especially when you’re using Google and LinkedIn. This presentation will cover the latest B2B techniques for prospecting and audience segmentation so you can benchmark your campaigns.

We have never been so equipped to understand our audience and make messages more relevant to them, but to do so we need to think differently. In marketing, whether B2B or B2C, we are ultimately communicating to a human being. We know more about how people make choices than ever before. In this talk, Daryll will provide a brief introduction to new ways of thinking about marketing strategy based on psychology, consumer neuroscience, behavioural economics, and personalisation.

As markets become ever more disintermediated, content and experience become the battleground for success meaning how you manage language to support growth is critical. In this presentation Jeremy, Global Director for Sales and Partners at Lingo24, will explore how to build a successful and sustainable strategy in the B2B sector and walk through what that has delivered to global businesses like Trainline, Patagonia, eBay and Virgin Pulse.

Lead generation is of course a key aim of your website, but your digital presence will continue to influence in-flight opportunities and support your sales teams. James will talk about how marketing teams should be working with sales to increase the effectiveness and impact of campaigns.

Video is the most effective way to meet marketing objectives, from raising awareness to increasing engagement. But how do you harness the emotional power of video storytelling? Alex, one of the UK’s leading video strategy experts, will provide practical steps for delivering better results with video content in the B2B sector. Discover how to develop your own brand story that engages your audience emotionally and gets results.