B2B Marketing SIG
Topic: Account Based Marketing – Flipping the B2B Marketing Funnel
Facilitator: Martha France, Marketing Director, Vya
B2B marketing tends to be very focused. Rather than targeting the masses, the funnel is flipped – with most attention being given to targeted industries. Account-based marketing is the most highly targeted approach – marketing to specific companies.
In addition to providing an introduction to account-based marketing, Martha will share specific tactics for implementing an account-based marketing approach while still enabling coverage across targeted industries. We’ll discuss
* How to select accounts to target
* Leveraging LinkedIn for research
* Using content marketing initiatives within account-based marketing tactics
* Getting the most out of industry events
Facilitator: Martha France is the Marketing Director at Vya, an organization that helps companies execute marketing through widely distributed sales channels. An engineer-turned-marketer, Martha has helped companies throughout her career with communicating the value of complex, high-tech, business solutions. She has a track record of leading change and innovation at Vya and formerly with Cincinnati Bell and Convergys.
About this SIG: Provides relevant and timely B2B resources, insights, and interaction to an ever-expanding group of attendees in a collegial, real-world, problem-solving environment. Meetings are held on the 3rd Thursday of the month.
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