Today, with a world of information and resources at their fingertips, B2B buyers can choose when, where and how they will engage with vendors. In this climate, businesses need to respond by changing the way they market. They need to shift their focus toward being “found” by buyers, they need to make sure their marketing programs are buyer-centric, and they need to understand that “lead generation” is now about “lead nurturing.”
But while many marketers have a sense of the challenges they face—a plethora of marketing channels to consider, a power shift from vendor to buyer, and buyers that are harder to reach—many are still grappling with ways to attune their marketing and sales strategies to these challenges.
At Silverpop, we believe in empowering marketers to do what they do best. So, we are very excited to announce that our successful B2B Marketing University seminar is coming to Australia in just one week’s time! With the Australian Direct Marketing Association on board for the event, we hope to help Australian businesses stay ahead of the curve by learning the key elements of successful, end-to-end, Web- and email-based buyer nurturing in this very hands-on series of seminars.
Starting in Brisbane on Monday 14 March before heading to Sydney (16 March) and Melbourne (18 March), the seminars will approach common vendor concerns with a how-to attitude. Discussions will zoom in on ideas for successful nurturing activities to accelerate funnels from lead to sale, how to leverage content marketing strategies, lead management processes and marketing automation technology. And of course, we’ll talk about the fundamental, core role that Web content and email nurturing plays in your buyer-centric program.
We’ve got a great group of local and international experts presenting at the seminars, including Carlos Hidalgo, CEO, The Annuitas Group; Andrew Haussegger, Managing Director, Green Hat; and Joel Norton, Owner, Boost Marketing, with a case study from IBM.
Join us in discussing a huge range of topics, including:
- Building multichannel demand generation programs and leveraging dynamic campaigns
- Developing and leveraging lead-scoring models for lead routing and lead nurturing
- Finding cohesion between inbound/social and outbound/nurturing marketing activities
- Implementing lead-management strategies and systems
- Improving sales/marketing alignment
- Managing marketing accountability and ROI
- Understanding and leveraging “buyer dialogue” context to improve content and campaigns
It’s never been more critical to shape up our marketing programs and strategies, and we look forward to sharing tips and techniques for doing just that with Australian marketers—and if that describes you, please join us. For event information and bookings, visit: http://www.adma.com.au/events/upcoming-events/2011/03/16/b2b-marketing-university/.