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 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



PricePer participant


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About the webinar

On the webinar you will be enriched with tactical insights into:

  • The postmodern B2B customer journey
  • B2B buying centres and ICP
  • Positioning strategy & value drivers
  • Distribution of content across channels
  • Creating content across the customer journey
  • Concrete tools, templates and insights from various analyses and customer work

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


Positioning strategy

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


Philip Tovborg

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.


What the leaders say


Super important and exciting communication of the areas of action I need to prioritise. At Berlingske, we are seeing increasing demands from our advertisers, and by strengthening our SEO efforts, we can ensure them a higher return on their campaigns.


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


Super seminar at eye level with a good progression. The new survey showing when it makes sense for us to address SEO so that efforts are prioritised correctly and profitability is highest was very interesting.


Watch the webinar at your convenience


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If you have questions about the webinar or are considering. Contact Philip for a dialogue about the webinar.

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