On-demand
Who is it relevant for & what can you expect?
Are you in charge or in a driving sales or marketing role in a small or large B2B company?
Then you'll benefit from watching or re-watching this webinar - whether you're brand new or an experienced player in the game.
In our on-demand webinar, you'll be enriched with tactical insights into:
The postmodern B2B customer journey- What is B2B lead generation What size?
- Introduction to how LinkedIn can be used to get new leads
- How do you use a cross-channel strategy to create cohesive efforts?
- How is marketing automation used to upskill leads to become ready to buy?
- How do you create relevant content across the customer journey?
The postmodern B2B customer journey
What is 
Introduction to how LinkedIn can be used to get new leads
How do you use a cross-channel strategy to create cohesive efforts?
How is marketing automation used to upskill leads to become ready to buy?
How do you create relevant content across the customer journey? -
Welcome & short 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, and how marketing and sales roles have had to adapt as a result.
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What is B2B lead generation?
We focus on B2B lead generation, where we use our B2B marketing framework to review the management processes that make up a lead generation strategy. You will be introduced to how to distinguish between different tactical facets within the field.
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Introduction to how LinkedIn can be used to get new leads
A brief overview of LinkedIn as a B2B medium and how it can be used effectively to generate new leads. We will go through the different tactical possibilities offered by the campaign monitor and share some best practices on what you need to be aware of when creating a good lead-generating campaign.
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How do you use a cross-channel strategy to create cohesive efforts?
We look at why you should use a cross-channel strategy to create a cohesive effort across the customer journey and how different efforts are strategically applied at different stages of the journey.
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How is email marketing automation used to upskill leads to become ready to buy?
A brief overview of the basic principles of marketing automation and email marketing and how different frameworks can be used to qualify leads quickly and efficiently towards a purchase decision - and identify which leads are most ready to buy... automatically!
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How do you create relevant content across the customer journey?
Based on the classic sales funnel, we look at how to create, organize and categorize a strategic content map that can be activated across the customer journey. Based on different analyzes and models, we will go through a number of best practices on how to align what content should be produced for the basic stages of the journey.
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Wrap up and any questions
The webinar will be hosted by 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.
