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On Demand

How to create great content across the B2B customer journey

Content production can be a complex discipline to navigate. What seems to work yesterday doesn't necessarily work today. In the past, quantity and variance were key, but today relevance and quality are more important than ever. Sign up for the webinar and learn how to build a foundation for producing "great content" across the B2B customer journey.
On demand: B2B Customer Journey Webinar
on-demand
Price
Per participant
Free of charge
Register for the webinar
On-demand

About the webinar

During the webinar, you will be enriched with tactical insights into:

  • The postmodern B2B customer journey
  • B2B shopping centers and ICP
  • Positioning strategy & value drivers
  • Distributing content across channels
  • Content creation across the customer journey
  • Concrete tools, templates and insights from various analytics and customer work

Who is it for?
Are you in charge or in a marketing leadership role in a small or large B2B company?
Then you'll be able to benefit from the webinar - whether you're brand new or an experienced player in the game.

Get the webinar sent to you
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Welcome & introduction
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The postmodern B2B customer journey
We look at how the B2B buyer journey has changed and what characterizes it today
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Identifying B2B buying centers and the ICP framework
We focus on customer buying centers and how the buying decision in B2B companies is driven by buying committees, as well as how to find out which customers to chase - and how this can be used to tailor targeted communication to the individual in the committee
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Positioning strategy
A brief introduction to how B2B companies can choose to position themselves and how this should impact their targeted cross-channel communication, ensuring consistency and alignment between your value drivers and customer purchase drivers
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Cross-channel content
We take a look at the digital landscape and focus on a cross-channel strategy. Here we look at market trends and how different channels are suitable for different purposes. Also, what content you can distribute via the channels and how you should approach them differently depending on whether you are in the market to create and capture demand
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Content across the customer journey
We align the purpose of producing content and look into different models and tools that can help build a foundation for great content production. Starting from the classic funnel, we look at how to create, organize and categorize a strategic content map that can be activated across channels and the customer journey
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Insights across the customer journey
We focus on a number of selected analytics, looking at different data sets that can give us a better general understanding of how B2B buyers connect and decode content, among other things
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Wrap up and any questions
Presenter

Philip Tovborg

The webinar will be hosted by Partner Head of Inbound Marketing, Philip Tovborg, from InboundCPH. Philip works strategically with companies, international brands, and government agencies, where he has advised, innovated and mapped digital growth journeys across markets for the past 8 years.

With a great love for his field, a dash of humor and dedication, Philip will share his experiences with one goal in mind: to ensure you and your business have a strong foundation to streamline and execute a sustainable growth strategy.

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What leaders say

" Super important and exciting communication of the focus areas I need to prioritize. At Berlingske, we are experiencing increasing demands from our advertisers, and by strengthening our SEO efforts, we can ensure them a higher return on their campaigns. "
Julie Brix

Sales Manager

" Professionally solid seminar. Easy to understand communication and good metaphors. Thank you for taking the time to answer questions - and for keeping the number of participants at a level that ensured that there was room for immersion and interaction. "
Arne Stentoft

Partners

" Super seminar at eye level with a good progression. The new study showing when it makes sense for us to address SEO so that efforts are properly prioritized and profitability is highest was very interesting. "
Christian G.

Managing Director

WEBINAR ON-DEMAND

Watch the webinar at your convenience

By filling out the form, you agree that we can send you emails regarding the webinar and you also sign up for our newsletter. You can unsubscribe from our newsletter at any time.

Questions?

Do you have any questions about the webinar or are you considering attending? Contact Philip and start a dialog about the webinar.

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InboundCPH
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  • Rosenvængets Allé 11, st.
  • 2100 Copenhagen Ø, Denmark
InboundCPH A/S - CVR: 39607255
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