Do! Solutions Webinar "Three Key Points to Focus on in B2B Marketing" - May 27 (Registration Open)

Dentsu Inc.'s " Do! Solutions " website, which introduces solutions for marketing challenges, will host a webinar titled "Are You Being Overwhelmed by MA? 3 Key Points to Focus on in B2B Marketing" on May 27. Registration is currently open.

With the advancement of digital technology, many companies are attempting to reform sales and marketing in B2B businesses using various strategies and tools such as demand generation (account-based marketing and inbound marketing), inside sales, and customer success, leveraging marketing automation (MA). However, many of these attempts end in repeated failure. Furthermore, the environment surrounding sales activities has changed significantly due to the COVID-19 shock.

This seminar targets marketing and sales professionals who feel their new approaches aren't working. It will explain the fundamental reasons for these struggles and outline three key points for successful demand generation.

Recommended for those who recognize themselves in the following situations:
◎ If you are a marketing manager (or executive in charge of marketing)
・You don't know where to start
・Sales won't use the hot leads you gather
・Emails sent via MA aren't being opened
・You don't know what content strategies work
・You don't know what KPIs to set
・I don't know the right project management methods
 

◎If you are a sales representative (or executive in charge)
・The decision had already been made in favor of a competitor's product
・Wasn't even aware a competition took place
・Managing over 100 clients alone, but reaching the limit of what can be followed up
・Small but unknown ventures are gradually taking market share
・Want to pursue new business but can't even make contact due to COVID-19
・Need to rethink non-face-to-face sales strategies during the pandemic

Are you being overwhelmed by MA?
3 Key Points to Master in B2B Marketing

【Overview】
Date & Time: Thursday, May 27, 2021, 2:00 PM - 3:00 PM
Participation Fee: Free
Format: Zoom Webinar
Registration Deadline: Monday, May 24, 5:30 PM
Capacity: First 500 registrants
◎Exclusive benefits for webinar participants

■ Click here for registration and seminar details
※We regret that we cannot accept registrations from competitors or companies within the Dentsu Group.
※Program content is subject to change.
※Unauthorized reproduction, reprinting, transmission, broadcasting, distribution, lending, translation, or alteration of any part or all of this webinar's content (text, images, video, program, etc.) without prior permission constitutes copyright infringement and may result in legal penalties.

【Program】
[Chapter 1] Characteristics and Trends of B2B
B2C and B2B differ fundamentally in whether the end customer is a corporation or an individual, resulting in entirely different decision-making processes. Strategies based solely on extending B2C marketing approaches will not succeed. In this environment, demand generation is emerging as a key strategy.
 

[Chapter 2] Three Success Factors for Effective Demand Generation
① "Organizational Structure"
② "Content"
③ "Target Account Selection"

[Chapter 3] Demand × Brand
No matter how many branding initiatives you implement, if you cannot prove they contribute to sales activities, the value of executing brand initiatives cannot be realized.

[Chapter 4] Summary
The first step in reforming sales marketing for B2B companies is designing a business strategy.
"Targeting" within the STP strategy is particularly crucial.

【Speaker Profile】
Toshinari Umeki
Dentsu Inc. Business Consultant/Solution Planner
After roles in marketing and sales, assumed current position in 2020. Since 2012, has led consulting and brand/demand strategy for over 100 domestic and international B2B businesses in semiconductors, materials, IT products, PCs, smartphones, etc. Supports organizational development—including on/off initiatives, DX tool implementation (MA/SFA/CDP), inside sales, and customer success frameworks—based on customer purchase data analysis. Leads the Dentsu Group cross-divisional project "Dentsu B2B Initiative."