B2B Marketing News
Michelin has launched a new global campaign encouraging its distributors to allow it to run a seminar designed to educate their staff about the company's new eco friendly tyres.
The tyre manufacturer is targeting its current distributors and implementing a four month education programme with incentives.
From audience selection to results analysis and strategy refinement, data has the greatest potential to increase your marketing effectiveness – but it's also the hardest for B2B marketers to get right.
Tap into the resources in the Data section of the Knowledge Bank to get the biggest bang from your data buck.
The digital revolution means email is increasingly recognised as the key B2B communications channel. But too few marketers understand how to use it as a strategic route-to-market.
The Email Knowledge Bank explains how to maximise the effectiveness of your email marketing, delivering measurability and ROI.
The rise of techniques such as demand generation and lead scoring is increasingly empowering marketers to work together more productively with sales. Meanwhile, a new generation of marketing applications is enabling brands to increase effectiveness and enhance ROI through automation of standard tasks and techniques, providing better outputs to the sales function.
The Knowledge Bank provides practical guidance on how to employ these new techniques, benefiting marketing both to existing customers and to prospects.
The web is the primary customer interface and shop window for all B2B organisations, particularly those without a physical distribution network. Therefore, ensuring that it delivers the best possible ROI is a critical priority.
This Knowledge Bank provides marketers with practical advice and guidance on how best to enhance the visibility of your website, and to maximise its effectiveness at driving website conversion, focusing on search marketing, online advertising, website optimisation and web analytics.
Case Study: Backup Technology
How To... Write compelling website content
How To... Write effective PPC ad copy
Social media promises to transform the world of B2B marketing, allowing brands to engage directly and intuitively with decision makers and influencers and generate highly effective and profitable relationships.
This Knowledge Bank is dedicated to this emerging and rapidly evolving area of B2B marketing, providing guidance on how leverage the various techniques and tools, and case studies demonstrating practical application by leading brands.
Case Study: Microsoft
How To... monitor your brand's social presence online
How To... plan your social media marketing and communications
B2B Events - Click to view more events
Training workshop: Effective email marketing, 14 April 2010
Attend this one day workshop hosted by our trainer Steve Kemish, director of Cyance to ensure that your company is benefiting from a well-executed email strategy.
Book now to save £100 and receive our early bird price of £395 + VAT.
SEMINAR Social CRM: Transforming customer insight for more effective digital marketing, 31 March 2010
Learn how to integrate the enormous potential of social media with CRM with this half day seminar.
SEMINAR: Twitter & blogs: How to integrate within the digital marketing strategy, 28 April 2010
Merely starting a blog or Twitter feed does not guarantee success and can even harm your company and brand image. Attend this seminar and learn how to implement an effective Twitter and blog strategy.
Training workshop: Measurability & ROI: Reporting and Building on the Effectiveness of Marketing, 17 March
Learn how to demonstrate how marketing contributes to the top line. Understand how to accurately measure marketing's overall effectiveness, focusing on PR, DM, SEO & Adwords.
B2B Marketing Blog
Mobile Has Arrived, B2Bs... Has Your Marketing? (Special Slideshow)

Head of Brand Marketing & Communications, Postal,
London, c£80k
Snr Marketing Communications Manager, Postal,
London, salary to £60k
Digital Account Director, Agency
Nottingham, salary £40k to £50k

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