New! B-to-B Marketing Pre-Conference Intensive
This workshop covers marketing strategies and tactics for merchants selling direct to businesses, government, and institutions. Emphasis will be on basic through advanced multchannel marketing techniques, applying unique business-to-business customer retention and acquisition best practices.
Part 1: Acquisition, Retention and Reactivation Content Strategies
This section will review the unique challenges of business-to-business marketing and will walk through contact strategy basics. We’ll cover multichannel planning, and how this integrates into a customer-centric strategy, specifically looking at the sequence and timing of contacts to initially acquire the customer and how best to convert new customers into loyal ones.
Part 2: Information and Data Analysis
This session, aimed at marketing professionals (as opposed to information technology specialists) will provide an overview of what kinds of information are needed to manager B2B/G/I marketing and the types of high level reporting that are necessary.
Part 3: Finding the right mix of Media and Promotion
We will review various media, online as well as offline, available for marketing to B2B/G/I markets, and discuss the relative strengths of each. Understand how the various media work together to drive the highest customer acquisition and retention rates. We will show examples of different types of creative and promotions that have been used, and provide a critical assessment of those examples.
Part 4: High Performance, High Value Marketing Tips
This session will present 50 tips for developing high performance, high value marketing and develop each tip into specific action items. Presenters will cover contact strategies, cross channel marketing, optimizing different marketing media, and collecting information and measuring performance. This section wraps up the earlier three sessions, zooming in on the application of key concepts.
Al Bessin, Partner, LENSER
Michelle Farabaugh, Partner, LENSER
Carol Worthington-Levy, Creative Partner, Worthington-Levy Creative