Steve will not only share his considerable experience and insight on the state of multi-channel lead generation and nurturing in B2B but will provide case-study-led content from brands such as Motorola and Steljes (B2B award winner 2011) that will leave you with lots of practical ideas on what to do (and not do) with your campaigns.
Benefits
How to harness data to give true value to your programme
Top tips for integrating social media into your multi-channel programme, and see results
A blueprint to building your own programme straight away
Evidence from brands such as Motorola on how to deliver a programme that delivers leads and sales for both your team and the channel
14. Buying cycle Persona Content Nurturing channel
Not considering, not aware 1. CEO/Owner, CFO & CTO 1. Thought leadership – Email
or do not see any /sufficient 2. CMO/Head of Events Whitepapers & EBooks Social
risk relating to business topic 3. Professional User Blog
360 Connect nurturing
workflow
Aware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership –
sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & As above +
3. Professional user video Telemarketing
Investigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog As above +
upon their business 2. CMO/Head of Events 2. Video channel
3. Professional User 3. Ebooks
4. Case studies
Benchmarking 1. Head of IT/Security 1. Blog
solutions/vendors/VAR’s in 2. Head of Purchasing / 2. Kensington solution suite Pass to 360 Telemarketing or
market Office Manager 3. Security solutions member sales
3. Professional User 4. Field Mobility solutions
Sourcing solution type and 1. Head of Purchasing 1. Case studies 360 nurturing or member
suppliers 2. Head of IT 2. Product/solution matrix sales
Purchasing 1. Head of Purchasing / 1. Special 360/member Telemarketing
Owner / Office offers/Promos/Bundles qualify and generate lead
Professional user 2. Case studies
Looking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketing
upgrade Office Manager campaign