The document appears to be notes from a seminar on B2B marketing and digital strategies for IT and technology companies. It includes an agenda for the day-long event covering topics like understanding the digital landscape, conducting effective market analysis and customer engagement, social media marketing, and email marketing. Presenters are listed and it provides outlines, notes and examples for various sessions on subjects like defining marketing goals and objectives, analyzing customer data and communications strategies, and measuring the results of marketing activities.

1. ¢ Michael Leander
¢ Carsten Schmidt
¢ Schæffergården, 9. december 2011
— Villa Helene - lokale: Valdemar
¢ Start 9.15 – slut 16.45
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2. VELKOMMEN TIL POWER UP B2B
¢ Fælles introduktion
¢ Baggrund for seminaret
¢ Vores målsætning
¢ Dine forventninger
¢ Programmets opbygning
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3. AGENDA
Introduktion
¢ Overblik: 7 ting du skal vide om B2B marketing og det
digitale landskab for IT og teknologi virksomheder
Pause
¢ Effektiv markedsanalyse og kundeinvolvering
Frokost
¢ 7 ting der kan generere flere kvalificerede leads til salg
Pause
¢ Social Media Marketing: fra salg til øget kunde-
involvering og word of mouth
Pause
¢ 5 komponenter, der skaber effektiv email markedsføring
3
Slut for idag
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4. Effektiv markedsanalyse og kundeinvolvering
1 time

5. MARKETING VÆRDIKÆDE
1. Research
2. Segment
3. Target
4. Plan
5. Activate
6. Control
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6. MARKETING KOMMUNIKATIONSMIX
¢ Reklame
¢ Salgsfremstød/kampagner
¢ PR
¢ Direkte salg
¢ Direkte marketing og interaktiv marketing
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7. ANALYSE – KOMMUNIKATIONS PROCESSER
Analyse Resultat Kommunikation
A
Sociale medier
Kommunikation Survey / temaer
B
Involvering /
Resultat
dialog 7
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8. SOCIALE MEDIER TIL DATAINDSAMLING
Balance Risk &
Reward
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www.marketingsavant.com
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The MarketingSavant Group 888.989.7771

9. RESEARCH
¢ Undersøgelses formål
— Svar på de vigtige spørgsmål
— Emner og tankelederskab
¢ Hvorfor?
— Hvad skal undersøgelsens resultat bruges til?
¢ Afgræns og vær opmærksom på forskelle i
undersøgelsesmetode mellem interne og eksterne formål
¢ Respondenters profil
— Beslutningstagere, influenter eller begge
— Tekniske eller kommercielle
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10. INVOLVERING OG DIALOG
Afgræns målgruppe - relevans
Dataindsamling – telefon, web, bus, email, m.v.
Survey skal være dialogskabende
Spørgsmål – svar – spørgsmål
à Indhold (content marketing basis)
Artikler
Statements
Tweets
Taler
Kommentarer
Henvisninger
Likes
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11. ANALYSE-RESULTAT
Giv giv giv giv giv giv …..få
TECH MARKETING Volume 1 :: Great Tech White Papers
:: Best Practices Series
B P i S i
Dialog
Respondentanalyse og leadkvalificering
white paper can be used as the basis for a variety of
other marketing and sales tools. Here are some examples:
Your White Paper Checklist
Hotte emner
• Create a slide deck that presents the most important
Chose a topic that’s aligned with your
marketing campaign
Potentielle emner
data from your white paper in a simple and compelling
Define the value proposition for your reader
graphical format; the slides can be animated and used
Influenter
with a voice-over. Create an outline
Meningsdannere
• Once completed, the slide deck can be posted to
Chose your sources
your Web site and presented during Webcasts and
Ambasadører
face-to-face marketing events. Identify relevant research material
• Rework the the white paper for your salespeople to
Select (and hire) a writer and/or expert
distribute as a conversation starter. advisor for your white paper
• Turn the executive summary into an advertorial for
magazine publication. Review the copy for its utility for the reader
• Interview the white paper’s author and sources on Include a technical review of the content,
camera to create a short video series. if needed
Work with a designer who can lay out the white
By taking advantage of your white paper content in this paper in a pleasing, user-friendly format
way you can extend your original investment in time and
money, and maximize your ROI. Identify key takeaways to call out and emphasize
Create a checklist to help your readers take the 11
next step
Plan your distribution strategy
© HENRY Corporation 2009, 2010, 2011
Conclusion

12. KOMMUNIKATION
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13. B2B MARKETING VHA SOCIALE MEDIER -
HUSKELISTE
¢ Tænk dialog-marketing (giv)
¢ Afgræns (budskaber, problemformulering)
¢ Fokuser (målgrupper, temaer)
¢ Opstil målsætninger for
— Antal leads
— Hvordan involveres din organisation
— Tidsafgrænsning for kampagne
— Temaer– hvilke/hvor mange
— Budskaber – hvad formidle/diskutere
— Antal leads/besøgende m.v. (kvantificer)
— Dialog omfang
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14. B2B SOCIALE MEDIER - CASE
Tema: eclinicals
Målgruppe: Forventede og reelle
Tema: Software til procesforbedring ved test af ny medicin
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15. CASE MEDIEVALG: TWITTER & LINKEDIN
Twitter Blog
LinkedIn
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16. CASE MEDIEVALG: MICROSITE/BLOG & WHITE PAPER
WHITE PAPER
eClinical:
IT expectations
and experiences
indicate more
opportunities
ahead
KATIE GOVE
MANAGING DIRECTOR, TRELLIS
IT strongly targets its
focus on patients
Data management and
analytics expertise need
SEPTEMBER 5, 2011
improvement
Regardless of the size or source of budget, successful IT implementations start with Better information systems mean higher productivity, provided that the systems
Patient recruitment and are used properly and were designed to support the desired workflows. We probed
retention were the most for proficiency and asked sponsors and their IT advisors to rate their teams’
significant targets, especially for abilities.
managers, which clearly pointed As illustrated in Figure 2, patient recruitment and retention were the most significant
to their overwhelming focus. laboration across organisations was rated highest. This is perhaps to be expected;
clearly pointed to their overwhelming focus. For IT advisors on the other hand, teams are compelled to work with a variety of external partners, and using
technology has immediate personal benefits.
When thinking about data management, sponsors were more optimistic than their
lighting the need for better real time access to data validation, so that errors could IT advisors. This probably stems from the generally lower expectations that study
sponsors have of IT, while IT professionals are more aware of IT possibilities and
see lost opportunities arising from poor data utilisation.
A corresponding picture emerges for analytics, where proficiency scores are again
lower, and, once more, sponsors are more optimistic than their IT advisors. This
points to the need for study sponsors to keep pace with IT’s range of possibilities,
and how much more their research can benefit from expanded utilisation.
Misaligned targets highlight gaps
Figure 3: Perceived IT proficiency of clinical trials execution team
Collaboration across
interaction, leaving very little time or energy to dedicate for investment in better
organisations
cause they do not seem to have the time or energy to explore their options, the Data management
gaps between what is possible and what is actually achieved is growing wider.
Figure 2: Targets for introducing new IT in clinical trials Analytics
Patient recruitment
0 2 4 6 8 10
Patient retention
IT Advisors
QA and compliance Q: Thinking about your team and your IT investment targets, how would you rate the average
Source: eClinical, Henry Corps, October 2011. N=45. On a scale of 1 to 10, where 10 denotes highest
Reducing costs possible proficiency
Increasing trial speed
0% 10% 20% 30% 40% 50%
Q: Thinking specifically about your current or most recent trial, what targets did you have for
Source: eClinical, Henry Corps, October 2011. N=45. Top 5 mentioned.
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17. MÅLING (Alle respondenter) Vores IT system er skal først og frem m est...
Være integreret i alle dele af vores forretning
Være middel til at leve op til regulative krav
Være en afgørende faktor for kundetilfredshed
Være en væsentlig konkurrenceparameter for vores forretning
Understøtte effektivisering og automatisering af arbejdsgange
Optimeres på omkostningseffektive standardplatforme
0% 10 % 20% 30% 40% 50 % 60% 70 % 80% 90%
¢ Indhold – leverancer – resultater
— F.eks.
¢ Konkrete leads (suspects & prospects)
¢ Temaer og budskaber
¢ Artikler og kommentarer
¢ Microsite: X besøgende
¢ Twitter followers: X
¢ Linked-In: X gruppemedlemmer
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18. OPGAVE
¢ Skitser en leadgenererende aktivitet med hel
eller delvis inddragelse af sociale medier.
¢ Forudsætninger
— Jeres produkt er en high-end unified communications
løsning – enten hw, sw eller services
— I er en kendt virksomhed, men er ikke kendt for u/c
¢ Beskriv tilgang til opgaven, forventede
udfordringer og planlagt resultat
¢ Tid: 15 min
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¢ Aflevering: 2 personer af 5 min
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