B2B Technology Marketing Journal

The Leader’s Perspective – Digital marketing Masterclass for B2B technology marketers

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Your customers are now empowered by technology. Everything, from how their organisation operates, to their business model has changed or is changing, just so their businesses can stay relevant in this digital economy.  

Most critical of all, however, is that their purchase patterns have changed as well; making your job as a marketing leader for B2B technology increasingly difficult. Today, 70% of a purchase decision is made before even coming into contact with your sales teams. 

The entire purchase process takes approximately 4.8 months and involves 16 people (influencers). Even the type of technology (cloud, SaaS, hardware, networking, etc…) being marketed has a big impact on the buying process.

Simply put, your customers are no longer following a predictable, linear purchase process. And their journey to buy from your business is becoming more complex—frustrating for them, and for you.

The good news? You are already in the perfect position to change that. 

To help you navigate this difficult landscape, we will be conducting a full-day masterclass for marketing and communications leaders in Singapore, and Malaysia. In these interactive workshops, we will demystify business-to-business (B2B) digital marketing.

We will point out exactly how you can use it to generate leads, grow opportunities, engage prospects, and retain customers in a B2B setting. 

In the Leader’s Perspective Masterclass, you will:

  • Learn to fill the sales pipeline with qualified leads using digital marketing tactics
  • Understand the power of content marketing, and how you can use it effectively
  • Grasp the concept of lead nurturing, and explore marketing automation tools
  • Learn the best practices of using digital media planning for B2B tech companies
  • Find out how you can optimise your sales enablement and partner marketing tactics
  • Understand the key metrics and analytics for B2B tech digital marketing

Register your interest in attending The Leader’s Perspective Masterclass in the following countries. 

Register now – Malaysia – 15 August 2019

Register now – Singapore – 2 September 2019

What will be covered: 

B2B Landscape and Purchase Patterns 

  • The new tech buyer

Discovery and Strategy

  • Persona identification and prioritisation
  • Buyer’s Journey – JTBD method
  • Targeted Propositions
  • Blue Ocean Canvas for Marketing

Content Strategy

  • Content Audit
  • Content Tonality
  • Brand Content Vs Category Content
  • Content Formats
  • Content Ideation

Inbound and Outbound Outreach

  • SEO and SEM
  • EMail Marketing
  • Digital Advertisement
  • Social Advertisement
  • Retargeting and Programmatic advertisement

Lead Nurturing & Marketing Automation

  • Why nurturing?
  • Fragmented lead lifecycle
  • Lead qualification
  • Lead scoring

Analytics, KPI and Measurements

  • Using Google Analytics and Dashboard

Account-Based Marketing

  • Is ABM right for you?
  • Tools and Strategies

Conducted by:

Anol Bhattacharya, CEO – GetIT Comms

For last 19+ years Anol had been consulting hi-tech and telco clients (Cisco Systems Inc, Google, StarHub, Dimension Data etc.) on behalf of GetIT, in the field of B2B marketing, digital marketing strategy, lead generation, demand generation, lead nurturing, social media strategy & implementation, and user experience design.

He is a regular columnist on the topic of B2B marketing in various print and online newspapers, such as Business Times, Straits Times, Marketing Interactive, Asia One etc. He was also (until recently) the editor-in-chief of our very own B2Bento.com, where we provide you with news, views and reviews of the B2B marketing space and social media scene in Asia.

Anol has spoken as a keynote speaker at the major marketing conferences across the world including BMA (Chicago), Click Asia Summit (Mumbai), AdTech (Singapore), SES (Hong Kong, Singapore), MIS, SiTF and eConsultancy Workshops, etc…



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About the author

Leo Boon Yeow
Leo Boon Yeow

As an ex-tech journalist, Boon Yeow is passionate about both technology, and writing—both of which he gets to do at GetIT. As a Content Producer at GetIT, he works very closely with the graphic designers when conceptualising campaigns. He’s highly dedicated to his work, but outside of work, his dedication to his family is just as high.

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