B to B High Impact Digital Demand Generation (Half Day)

A great demand generation strategy unites all the moving parts that comprise the customer journey from the first impressions, through nurture to the first dollar and beyond. It includes a media plan, a search plan, a social media plan, a content roadmap, a website experience, a marketing automation sequence and a measurement approach all wrapped into an integrated platform. It can cast a wide net to build your brand and allows you to reach targeted intenders with solid layer of account-based marketing (ABM). It enables all the channels, technologies and components of digital marketing to guide your target audience through your organization’s sales funnel and lasting brand embrace.

In this workshop, Harry J. Gold, CEO of Overdrive Interactive, will walk through the practical steps, tactics, core technologies and best practices that organizations need to successfully launch a demand generation program that delivers the full power of the digital marketplace. Harry’s workshop will include strategies and tactics that your company can start using right away and case studies that show those tactics in action. Please come to the seminar ready to have fun and ask a lot of questions!

This workshop is an excerpt of the ANA full day workshop “B to B High Impact Digital Demand Generation.”  In the full day version, significant time is allocated to the workshop for you and your team to apply the learnings to your specific business projects.  The instructor works with you to determine the optimal mix of application exercises. 

Who is this workshop for?

  • This workshop is for B-to-B marketing teams who want to fill their sales funnels with the influencers and decision makers who can use and buy their products.
  • It’s for teams who want to be more confident and conversant on the myriad of tactics and technologies they need to drive targeted web traffic, capture qualified leads, convert those leads into sales and optimized based on the metrics that matter most.      

 

Workshop Benefits

As a result of this workshop you and your team will be better able to:

Increase marketing effectiveness by:

  • Creating thought leadership content your target audience will value, consume and share.
  • Understanding the critical ingredients of successful inbound marketing and account-based marketing (ABM) programs.

Increase marketing efficiency by:

  • Thinking digitally about the customer journey, experience and relationship.
  • Organizing complex digital marketing strategies, technologies and channels into easy-to-understand visual renderings teams can rally around.

Improve marketing ROI by:

  • Understanding how to plan, launch, manage and track online lead generation programs that yield measurable ROI.
  • Knowing how to improve the conversion rates, escalation rates and ROI of steady state programs such as paid search, SEO, social, display, retargeting, marketing automation and content syndication.

 

Download the full agenda here

 

trainer

Harry J. Gold

Harry Gold is the founder and CEO of Overdrive Interactive, an award winning digital marketing firm that has served top companies such as Harley-Davidson, Samsonite, GE, Topps, Bazooka Candy Brands, Dow Jones, John Hancock, AXA, Principal Financial, AAA, AIG, EMC, The Rockettes, and IBM. Harry’s primary mission is to create innovative online marketing programs and to share the strategies and tactics behind those programs with both Overdrive’s clients and the world.

Harry is a member of the ANA Faculty and is also a frequent lecturer on search engine marketing, social media marketing, and online media for the American Marketing Association, the New England Direct Marketing Association, Search Engine Strategies, Mediabistro, and Harvard University. He has also written a number of expert columns for ClickZ.