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Business to Business Marketing
September 13 @ 9:30 am - 10:30 amFree
In a small business, limited time and resources require marketers to be judicious and effective when creating and implementing marketing strategies. A “spray and pray” approach to marketing your business is inefficient and costly, as we often address our marketing messages to poorly-matched prospects with hope that a few diamonds emerge from the funnel. Hope, as we know, is not a plan. Fortunately for small business marketers, tools and technologies are available today to help us identify good-fit prospects, to target content and information that is relevant to different stakeholders, and to translate our strategy into tactical touchpoints that will move your customers through the buying journey. Best of all, use of these tools doesn’t have to be expensive.
In this talk, Mike Hicks will discuss ways to define your ABM strategy and real-world technologies that can help you begin to develop your B2B strategy affordably and efficiently. Topics for this talk will include:
– An introduction to account-based-marketing (ABM)
– Defining stakeholder personas
– Crafting content for your personas
– Channels for engaging your stakeholders
– LinkedIn Advertising & Sales Navigator
– Email Marketing – List Building, Tools, and Best Practices
Speaker: Michael Hicks is the co-founder of Hicks Marketing, a digital marketing firm based in Clarion, PA. Mike has worked in digital marketing and business development for more than twenty years, including eight years as General Manager of a full-service marketing agency. Mike currently works in the higher education industry where he manages digital program marketing. Prior to entering higher education, Mike worked in the custom and packaged software industries, where he led business development efforts both nationally and internationally. He holds a Bachelor’s Degree from Penn State University and an MBA from the University of Memphis.