Event in Copenhagen

Commercial Excellence Forum

Succeed with B2B digital marketing: generating and nurturing leads
Date

5 October

How can you transform marketing from a cost centre to a profit centre? How can you align marketing and sales to deliver measurable pipeline value?

The core themes of the day will be lead generation and nurturing, lead scoring, B2B digital channels, orchestrated digital marketing plays and how to align top and bottom-of-the-funnel metrics.

Early customer engagement through digital channels

In most cases, B2B sales is very relationship-driven. Consequently, many B2B companies devote very little energy to digital marketing. But what if the consequence of this is that you don’t even get the chance to build a relationship with a potential customer?

Research shows that the buying process of customers is already 57% complete by the time they reach out to sales reps. To engage with customers early in the buying process, you need to engage through digital channels (as well as physical channels).

According to Forrester:
  • 74% of B2B buyers research at least half of their work purchases online.
  • 62% of buyers say they can develop selection criteria or finalise a vendor list based solely on digital content.

Unparalleled traceability with digital marketing

This means that if you are not present digitally with the right content, in the right formats and in the right channels, you might be missing out on a lot of potential customers. This is, in part, due to the “great divide” between sales and marketing.

All too often, marketers focus on top-of-the-funnel metrics, like traffic and brand exposure, instead of the downstream value created. In traditional marketing, top-of-the-funnel metrics may be all that is available, but digital marketing offers unparalleled traceability throughout the funnel and enables cost-effective, scalable lead generation, nurturing and scoring.

This can help you:
  • Attract more leads
  • Qualify leads = higher sales efficiency
  • “Warm leads up” to increase meeting conversion rates
  • Grow share of wallet/deal size through continuous value proposition exposure

… But it’s not easy. The field of digital marketing is littered with buzzwords and ill-understood technologies. Consequently, it can be challenging to derive value from it.

We want to change this, and we will start the journey at the Commercial Excellence Forum in October, where you will receive a toolbox to help you succeed with digital B2B marketing and get inspired by two real life cases.

Programme

08:30

Doors open, light breakfast, tea and coffee

09:00

Welcome and introduction

09:05

Digital marketing demystified

Implement Consulting Group will share perspectives on bringing marketing and sales closer together and how you can use digital marketing to generate leads and drive pipeline value.

09:30

Case: Struers, Digital Lead Engine

Anders Eskling, Vice President of Sales & Marketing at the global B2B company Struers, will explain how they succeeded in developing and running a sophisticated digital lead engine, creating measurable commercial value. Struers recently won multiple prizes at the Danish Digital Awards.

10:10

Short break and networking

10:20

Case: Stora Enso, Digital Sales Enablement

Nils Von Essen, Marketing Manager at Stora Enso (a global renewable materials company), will present how they are currently developing a digital lead generating/nurturing model including pilot market selection, target audience profiling, value proposition design, channel selection, content: key messages and formats and marketing automation flows.

11:00

How can you build a successful digital marketing model?

Implement Consulting Group will share a framework to help you get started including the key components, activities and tools to take digital marketing to the next level in your organisation.

11:30

Networking and light lunch

Practical information

Place

Implement Consulting Group
Strandvejen 56
2900 Hellerup
Copenhagen

Time
5 October 2018
9:00 AM - 12:00 PM
Price

Free of charge

Register for the event