Wednesday 1st August, 2012
9:15am to 5:30pm
This Masterclass reviews current best practices in applying direct marketing techniques for B2B customer acquisition, nurturing and retention. Attendees will learn basic through advanced multi-channel strategies and tactics to drive direct and channel sales productivity, including new tools like Internet-driven data sources, social media, content marketing and marketing automation.
1.Everything Data in Business Markets
Topics: Databases, data intelligence, data hygiene, CRM and metrics
This section will review how B2B databases are structured, and how to find the last crumb of useful information about customers and prospects, both internally and externally. Focus will be placed on internal data sources, as well as physical and digital sources of actionable data. You will learn specific steps for keeping your customer information fresh and clean. CRM systems will be discussed and key metrics provided.
•How B2B databases are structured differently from consumer
•Internal sources of marketing data
•Contact vs. site level data: Building and maintaining corporate hierarchies
•Data hygiene: Keep it clean
•CRM systems: How to get the most value
•Database applications in business markets: The Top Five
•What’s new in business data today: Trends and tactics you can take to the bank
•The top five metrics used by business marketers
2.Developing and delivering compelling motivational offers
Topics: Offer, creative, media
This session will focus on offer development in B2B, providing key insights and examples of successful offer and creative in social media, mobile, and print communications. Case studies will illustrate excellent online and offline copy, design, and offer tests, and exercises will allow attendees to craft social media messaging that drive results. You will learn how to craft compelling offers at each stage of the buy cycle.
•Five steps to B2B offer development, and how it’s different from consumer marketing
•The importance of offer segmentation: By buying role, by buying process stage
•Top offer mistakes in B2B and how to avoid them
•Offer development for social media: Why it’s different
•Why benefits trump features in B2B direct marketing
•Copy and design tips for successful creative
•Three case examples of creative success
•New tools to enhance the power of your website
•Social media and mobile marketing for B2B: What’s working
3.Lead generation, conversion, tracking and management
Topics: Lead generation, lead qualification, lead nurturing, campaign ROI
This session will dig deeply into lead generation, campaign planning, lead flow requirements, and setting your campaign budget. You will learn the most effective strategies for lead generation—from creating inquiries, though qualification and nurturing, along with fresh case examples of how to use social media and mobile marketing to take your lead generation program to the next level. Much has changed in lead generation best practices in recent years, and this is where to learn the latest.
•Top five media for lead generation, and what media to avoid
•Campaign planning: Calculating lead flow requirements
•Case example of lead generation success
•How social media and mobile marketing can take your lead generation program to the next level
•Response planning and management
•Secrets to successful lead qualification
•The business case for lead nurturing, engagement, and key tactics for success
•Top conversion strategies in B2B marketing today
4.Integrated multi-touch, multi-channel marketing
Topics: Multi-touch communications, marketing automation, content marketing, testing, global marketing
This session will focus on the importance of integrated marketing communications (IMC) to the B2B marketer and how the B2B market has changed. You will learn how to craft a multi-touch communications stream using multiple media. Emphasis will be placed on the “buying circle,” multi-touch marketing for long sales cycles, content marketing, and testing strategies for campaign optimization.
•Identifying the members of the “buying circle” and what motivates them
•How to craft a multi-touch communications stream using multiple media
•The new importance of content marketing
•Applying marketing automation to the mix
•Case examples of productive multi-touch direct marketing communications
•How to test multi-touch programs for continuous improvement
Attendees will learn:
•Two essential techniques for capturing prospect data at your website.
•Seven ways to keep your customer information clean and fresh.
•How to create a compelling message that motivates response among business buyers.
•The #1 most effective offer in B2B marketing today.
•How to calculate the optimal number of leads needed to meet your business objectives.
•The 5 most productive media for lead generation campaigns, and 5 media to avoid.
•How to triple the productivity of your lead generation program, with no additional investment.
•Why content marketing is the top new strategy for B2B customer acquisition and retention.
•How to test up reliable small-volume testing programs.
Consultant, speaker and writer on B-to-B marketing, Author of Maximizng Lead Generation: The Complete Guide for B2B Marketers. bio from Twitter
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