I am honored to be among the speaker line-up of the annual B2B Marketing Forum in Utrecht, the Netherlands, themed “Breaking the Walls between Marketing & Sales” (no, that doesn’t sound the least bit ominous!).
Here is the abstract of my session:
THE ELUSIVE BUYER; NEW CHALLENGES IN B2B MARKETING
Your organisation is selling complex solutions and services to business audiences in enterprises large and small. Current B2B demand generation models are still heavily dependent on email, paid search, optimized landing pages and telemarketing.
Today’s teenagers do not have email accounts, nor do they visit corporate websites or even Facebook. Instead of googling, they rather ask a friend. They are tomorrow’s corporate buyers.
So in order to keep connecting with prospective customers, we need a new mix. In this presentation, Kees Henniphof of ServiceNow will share a simple framework for enterprise marketing planning covering both traditional B2B marketing models and new audience strategies, including corporate narrative, content marketing, buyer journey mapping, marketing automation and lead2revenue analyses. Henniphof illustrates the approach with recent projects around IT industry events, account-based marketing, competitive programs and enterprise broadcasting.
Join me in DeFabrique on 13 March – we’ll have a chat over drinks afterwards!