B2B marketing – session 1Online | Tue. 24th January 2023 | 9:00am-10:30am
Special interest group
This is a confidential peer board dedicated to challenges leaders face when making decisions relevant to B2B marketing practices and strategy. The objective for the meetings is to focus on the specific area of B2B marketing and to exchange ideas and best practice relevant to achieving the greatest return on marketing investment.
The B2B buying process is more complex than its B2C counterpart and characterised by a multi-step buying process, longer sales cycle, and often more than one decision maker.
Best practices in B2B marketing are driven primarily by building relationships and trust between buyers and organisations. The number of communication channels have increased with the arrival of digital media, including social networks, blogs, video, email, and websites, to name but a few.
Suggested challenges could be:
- Is print and print media still relevant?
- Is the era of events and event marketing now dead?
- Using B2B digital platforms, such as LinkedIn, to establish networks and sales outcomes.
- Building brand trust.
- Setting marketing budget.
- The role of digital marketing and content.
- Measuring effectiveness and ROI.
- Working with a marketing agency.
Glyn is a marketing and advertising professional with over 35 years experience working on leading B2B brands, both in the UK and internationally. Glyn forged the early part of his career working for some of the UK’s biggest advertising agencies, and until his ‘semi-retirement’ at the end of 2021 was the founder and MD of Northstar, an award winning marketing consultancy in Manchester which he founded in 2000.
Helen has had a varied career across a wide range of industries including travel, financial services and construction both in the UK and the Middle East. For the last 12 years, she has provided executive coaching to a broad spectrum of leaders in a variety of organisations from start-ups to MNCs including BCG, EY, Visa, Dubai Airports, BP and New York University. Alongside her coaching work, Helen assists teams in developing their effectiveness through her team facilitation expertise and also conducts leadership assessments. These activities provide her with ongoing valuable insights into leadership capabilities and organisational systems.
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