B2B Marketing Masterclass - Field Marketing 101

In this short lecture we will discuss what the role of field marketing really is, look at some of the main priorities of a B2B marketing function and also talk about some non-priorities that marketing should try and avoid!

In this lecture we begin by discuss how to define your perfect customer. We then ask 'what is a lead?' and look at how important it is to get full agreement on definitions of leads throughout each stage of the marketing and sales cycle. We talk about the importance of ensuring sales are involved and we also look at the lead handover process

In this lecture we talk about how to go about setting marketing goals and objectives and work through some examples to show you  how to calculate them correctly.

It can be difficult and daunting trying to work with sales people and this lesson is designed to give you a bit of a pep talk and advice on how to deal with sales. We talk about the importance of mindset, we look at ways you can earn the respect of the sales team, we discuss how vital it is to communicate and involve sales in some of the marketing planning. By the end of this lesson you should be a lot more confident about dealing with those pesky sales people!!

Without quality data your marketing activities will never fulfill their true potential, so this is a really important ten minutes. We talk about how to segment your data, the pros and cons of using external lists, and we look at some of the good and not so good places you can purchase or rent data for your marketing campaigns.

The difference between spam and high performing campaigns is often relevancy. In this lesson we talk about the different ways you build relevancy into your campaigns and we look at some examples - both good and bad - of marketing campaigns that were relevant to their audience, or not. 

In this lesson we talk about the reasons why most content marketing fails and what you can do to ensure your content resonates with your audience. We will talk about the importance of finding a niche and how to develop your content marketing strategy. We then talk about the importance of social selling and how companies must provide value and help their customers buy - again we will look at some real life examples of how to do this right, and how some companies are wide of the mark.

PR is a vital element to any B2B Marketing strategy and in this short lecture we are going to look at setting PR goals and how to drive the narrative in your specific industry. We will then take a look a industry influencers and how PR can help you build a relationship with this important micro community. Finally we will look at how to integrate your PR activities with your marketing efforts.

We take a deep dive into the world of conferences, tradeshows and events. We cover a lot of information in this module, including why tradeshows are an important element to your marketing mix, how to choose the right events for your organisation and setting event objectives. We then spend some time analysing why 90% of tradeshow exhibitors are wasting their time and how you can ensure you are not one of them - we have some great ideas to give your event and tradeshow presence a boost - including how to give away a brand new car! Finally, we talk about the all important post event follow up process.

In this lecture we are going to take a look at email marketing. We will discuss how to build lists, how to optimise for mobile users, what are the best calls to actions to put inside your emails, the importance of pesonalisation, how can subject lines boost conversions, email nurture programmes and lead scoring as well as how to measure and monitor performance and use A/B testing to improve results.

Following on from the previous lecture on emails, this section takes a look at landing pages - those pages you will use to capture prospect data via an online form. We will look at why they are so important, run through some key tips and tricks, and discuss the psychology of landing page design. We will also look at some examples and reinforce the importance of testing.

In this action packed segment we look at the re-birth of direct mail, the importance of segmentation and targeting, we look at a few creative ideas, some of the best response mechanisms and how to integrate DM into your wider marketing mix. We will finish up my talking about how best to measure the performance of your DM campaigns.

Lead nurture is another aspect of B2B marketing that is often overlooked - in this lecture we will spend some time trying to understand what lead nurture is and how it can help you in your lead generation efforts. We will help you put together your lead nurture strategy and help you choose the right type of content for your nurture activities.

This lecture answers the big question - why is partnering with trade magazines so important? We talk this through in detail and then turn our attention to some of the many options we as marketers have when it comes with working with trade magazines and how to negotiate the best deal!

In this lecture we ask the question 'is telemarketing dead?' and look into where telemarketing can help your B2B marketing efforts. We discuss the pros and cons of having an internal team vs hiring an external team, we examine what makes a good telemarketing brief and what it takes to build a successful telemarketing campaign these days.