B2B Marketing Playbook: Demand Generation, Content Marketing, and Trade Shows and Events (301) (Virtual)

B2B Marketing Mastery Program 301
(Virtual Half-Day Workshop)

Virtual Workshop Description
B2B marketers contribute to growth through myriad strategies such as lead generation (including subscription marketing), content marketing, and trade shows and events. Yet it's harder than ever to attract subscribers who willingly grant permission for you to share future content directly with them.

Learn to generate qualified leads for follow up by Sales and/or channels using these key strategies:

• Demand generation – Learn how to generate inquiries, effectively qualify leads, measure lead gen results, and successfully manage the overall demand generation process. Hold onto your hard-won customers through subscription marketing.
• Content marketing – Get an overview of the seven steps that add up to success in content marketing.
• Trade shows and events – Trade shows and events consume the lion's share of many B2B marketing budgets. Surveys show that trade shows and events yield the best results for B2B marketers. To achieve even better results, take a systematic approach to event management.

This is the third in a 5-part series, the ANA B2B Marketing Mastery Program, designed to improve overall B2B marketing proficiency through broad exposure to all facets and levels of B2B Marketing. Participants who complete the entire program master the key stages to successful B2B (or B2B2C) marketing including buyer insights, ABM, sales enablement, CX, brand differentiation, and more.

Pre-requisite: Participants must complete Level 101 of the ANA's B2B Marketing Mastery Program (or have equivalent on-the-job knowledge) prior to taking this workshop.

Who is this Workshop for?
The B2B Marketing Mastery curriculum is designed for all levels of marketing staff in B2B and hybrid B2B/B2C companies. Its value is best realized when the entire team delivering marketing participates in the workshops together.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• Insights into how to become even more effective across the fundamental B2B marketing disciplines – content marketing, trade shows and events, and demand generation.
• How to make it easy for customers to subscribe to your products and services, so they can simplify their buying journeys and become even more loyal to your brand.

This workshop helps attendees increase marketing efficiency by teaching them how to:

• Align with Sales to drive revenue through content marketing, trade shows and events, and demand generation.
• Qualify customers on the spot by applying proven, effective trade show and event practices.

This workshop helps attendees improve marketing ROI by teaching them:

• How to choose the right metrics to measure success, by tracking results and revenue generated through content marketing, demand generation, and trade shows and events.

 Download Full Agenda Here