Commercial Excellence Forum
How can you transform marketing from a cost centre to a profit centre? And how can you align marketing and sales to deliver measurable pipeline value? Join us and discuss these themes in an Aarhus edition of last year’s Commercial Excellence Forum.
On 14 March 2019, we will repeat the Commercial Excellence Forum on B2B digital marketing. We will address core themes such as lead generation and nurturing, lead scoring, B2B digital channels, orchestrated digital marketing plays and how to align top and bottom-of-the-funnel metrics.
In most cases, B2B sales is highly 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 customers’ buying process 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.
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.
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 March, where you will receive a toolbox to help you succeed with digital B2B marketing and get inspired by two real-life cases.
Doors open, light snacks, tea and coffee
Welcome and introduction
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.
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.
Short break and networking
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.
Wrap-up and networking
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