Welcome & introduction
Content production can be a complex discipline to navigate. What seems to work yesterday may not work today. In the past, quantity and variety were key, but today relevance and quality are more important than ever. Register for the webinar and get equipped on how to build a foundation for producing "the good content" across the B2B customer journey.
On demand: B2B customer journey Webinar
On the webinar you will be enriched with tactical insights into:
Who is it for?
Are you in charge or in a driving role of marketing in a small or large B2B company?
Then you'll benefit from the webinar - whether you're brand new or an experienced player in the game.
Welcome & introduction
The postmodern B2B customer journey
We look at how the B2B buying journey has changed and what characterises it today
Identification of B2B buying centres and ICP framework
We take a closer look at customer buying centres and how buying decisions in B2B companies are driven by buying committees, as well as how to identify which customers to chase - and how this can be used to tailor targeted communications to the individual in the committee
A brief introduction to how B2B companies can choose to position themselves and how this should impact your targeted communications across channels, ensuring consistency and alignment between your value drivers and customer purchase drivers
Content across channels
We look into the digital landscape and focus on a cross-channel strategy. We look at market trends and how different channels are suited to different purposes. Also what content to distribute through the channels and how to approach them differently depending on whether you are in the market to create and capture demand
Content across the customer journey
We align the purpose of producing content and look into different models and tools that can help lay a foundation for good content production. Building on the classic funnel, we look at how to create, organise and categorise a strategic content inventory that can be activated across channels and customer journeys
Insights across the customer journey
We focus on a number of selected analyses, looking into various data sets that can give us a better general understanding of how B2B buyers connect and decode content, among other things
Conclusion and possible questions
The webinar will be hosted by Partner Head of Inbound Marketing, Philip Tovborg, from InboundCPH. Philip works strategically with companies, international brands, as well as government agencies, where he has advised, innovated and mapped digital growth journeys across markets over the last 8 years.
With a great love for his field, a dash of humour and great commitment, Philip will share his experience with one goal in mind: to ensure you and your company have a strong foundation to streamline and execute a sustainable growth strategy.
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If you have questions about the webinar or are considering. Contact Philip for a dialogue about the webinar.