The B2B Metrics of Multi-Channel Marketing
We live in an increasingly complex multi-channel world where B2B decisions are influenced by online sources long before a sales person makes contact. The beauty of online activity is that it is all measurable, but how, as a B2B marketer, can you make the most of the explosion of channels and the insight that you can get?
At the B2B Knowledge and Networking Evening, IDM members and guests heard detailed case studies from Cisco and Reed Business Information. The presentations covered practical ideas to use when adding Twitter to integrated campaigns and a guide to the types of Metrics that can be used to optimise acquisition, conversion and retention programmes.
Presentations
Multi-Channel Marketing – 5 Strategies for Success Lawrence Mitchell
As Marketing Director of RBI, Lawrence used case studies and examples to discuss the importance of multi channel marketing to B2B marketers, including the types of Metrics that can be used to optimise acquisition, conversion and retention programmes.
Lawrence talked about:
- What channels can be included in a multi-channel programme
- The advantages of a multi-channel programme
- The metrics that need to be tracked and how you can develop a dashboard to keep the organisation aligned
Using Twitter for B2B Marketing - How to Get Results
David Chalmers
David shared a case study on how Cisco is using Twitter today across Europe, including what metrics they are using to track the impact of this new social media channel, and some simple, concrete examples of how they have used this to support campaigns to deliver tangible results for Marketing.
David talked about:
- How to get started with establishing a brand presence on Twitter
- How to track what is happening with your Tweets
- How to integrate with campaigns and measure impact
Speakers
Event Chair
Debbie Williams F IDM, IDM B2B Council and B2B Consultant
With over 10 years of international experience in all aspects of B2B Marketing, including strategy, data driven multi-channel campaigns, lead management, nurture & conversion, plus ROI measurement, Debbie certainly has a wealth of expertise to share. Her Clients include the IDM, Mardev-DM2 (part of Reed Business Information), Aprimo, ITV, Tidalwave, and Vodafone Global Enterprise amongst others. She is passionate about challenging the norm to effect positive change. Her Client side experience is mainly in the ICT sector in both Internet start-up and global corporations. As Chair of the IDM B2B Council, she advises on industry best practices in B2B marketing. Debbie is a seasoned conference speaker, tutor & trainer, specifically in ‘Sales & Marketing Alignment’, as well as ‘Measuring Marketing Effectiveness & ROI’.
Lawrence Mitchell, IDM B2B Council member & Marketing Director, RBI
Multi-channel marketing and metrics
Lawrence Mitchell's career spans over 15 years and includes both B2B and B2C experience, with an emphasis on using online channels to market. Lawrence has held leading roles for a both start-up and blue chip organisations including the Financial Times Group and Reed Business Information where he is currently Marketing Director
David Chalmers, Head of Digital Marketing, Cisco
An in-depth view of the method and measurement of successful Twitter campaigns
With 11 years at Cisco in a variety of B2B Marketing roles, David now manages Digital Marketing for Europe, responsible for evolving the content and capabilities of 20 country sites and developing digital marketing campaigns to drive brand awareness. Current focus is social media, online demand generation and virtual events.
Networking
IDM members and guests were joined by representatives from:
| 19 Entertainment Limited Ashgate Publishing Limited Banner Corporation plc Base One Group Cisco International Ltd Citibank Dairy Crest Limited Easynet Connect Hotel Chocolat Ltd Ice Blue Sky LexisNexis Butterworths Newton Investment Management Ltd Parcelforce Worldwide Paul Radford Ltd | Percassity Marketing Data Solutions Ltd Pitney Bowes International Reed Business Information Rendham LLP Style Sight TheCustomer.co.uk The Lancet The Royal Bank of Scotland plc The Royal College of Surgeons TheCustomer.co.uk Think Direct TTA Associates uSwitch Vodafone Wrenshaws Ltd |
Continuing Professional Development (CPD)
If you attend this event, it can contribute two hours under the "Event participation" category towards your annual IDM CPD Award. This event also qualifies towards CIM, IPA and other CPD schemes and we are happy to provide supporting evidence for your records. Contact the membership team on
+44 (0)20 8614 0277 or email membership@theidm.com after attending for more information.
