B2B Marketing Playbook: Demand Generation, Content Marketing and Subscription Marketing (301) (Half Day)

B2B Marketing Mastery Program 301
(Half Day Workshop)

Workshop Description
B2B marketers are expected to contribute to growth through myriad strategies including lead gen, content marketing, and subscriptions. Yet it’s harder than ever before to create content that attracts subscribers who are willing to give permission for you to share future marketing directly with them.

Learn to generate qualified leads for follow up by Sales and/or channels using these key strategies:

• Demand generation – Learn how to generate leads, effectively qualify leads, measure lead gen results, and successfully manage the overall demand generation process.
• Content marketing – Get an overview of the seven steps that add up to success in content marketing.
• Subscription marketing – More and more products and services are sold as subscriptions – including insurance, financial services, telecom and software. Get insights into how B2B subscription marketing differs from marketing aimed at closing one-time transactions.

This is the third in a 5-part series, the ANA B2B Marketing Mastery Program, designed to improve overall B2B marketing proficiency through broad exposure to all facets and levels of B2B Marketing. Participants who complete the entire program master the key stages to successful B2B (or B2B2C) marketing including buyer insights, ABM, sales enablement, CX, brand differentiation, and more.

Pre-requisite: Participants must complete Level 101 of the ANA’s B2B Marketing Mastery Program (or have equivalent on-the-job knowledge) prior to taking this workshop.

Who is this workshop for?
The B2B Marketing Mastery curriculum is designed for all levels of marketing staff in B2B and hybrid B2B/B2C companies. Its value is best realized when the entire team delivering marketing participates in the workshops together.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• Insights into how to be effective with four types of marketing – content marketing, tradeshows and events, demand generation and subscription marketing.

This workshop helps attendees increase marketing efficiency by teaching them how to:

• Align with Sales to drive revenue through content marketing, tradeshows and events, demand generation and subscription marketing.

This workshop helps attendees improve marketing ROI by teaching them:

• How to choose the right metrics to measure success, by tracking results and revenue generated through content marketing, tradeshows and events, demand generation, and subscription marketing.

Download the full agenda here