B2B Marketing in a Digital Age Workshop at IPC Midwest

Tuesday, August 21 • 1:30–5:00 pm; Renaissance Schaumburg Convention Center Hotel, Schaumburg, Ill.

Rich Heimsch, Director, and Greg Robinson, Co-Owner &  Director, Protean Marketing Communication

Though led by consumer purchasing, business-to-business (B2B) companies are rapidly entering ecommerce space as a way to simultaneously reach new customers, increase sales and cut costs.   Their customers are also consumers. They go to Starbucks for a morning coffee, vacation at Club Med, fly JetBlue, and shop at Amazon.com. Firms like these are obsessed with customers, and in the past several years, they have received recognition for the exceptional experiences they deliver at every digital touch point. These experiences shape the expectations of business buyers, and in 2012 and beyond, they will expect just as good an experience with any company  they deal with, for business or personal reasons.

Prospects are doing their research on the web, expect instant access to detailed information and having found the information they sought, are increasingly only comfortable with highly transparent pricing models and fingertip purchasing.

This workshop is designed to provide practical, proven guidance in developing both strategic and tactical marketing plans from brand identity development to lead generation and measurement, with a particular focus on evolving digital communication channels.

Protean is a business-to-business marketing communications specialist working principally in manufacturing and technology, operating globally from offices in the UK and America.  Since their inception in 1991, their dynamic business model has achieved measurable results for companies of almost every size in the PCBA, semiconductor packaging and solar energy markets including capital equipment, MRO and manufacturing services.

The half-day program is $100 for  IPC members and $200 Industry Rate. To register for this special half-day  event, please contact IPC registration staff at LisaHayes@ipc.org.

Agenda

  • Building your Strategy
    • Brand Identity
    • Brand Values
    • Brand Development
  • Creating your Plan
  • Selecting Appropriate Digital Marketing Tools
  • How to Choose, Use and Connect
    • PR
    • Website
    • SEO
    • Social Media
    • Digital Advertising
  • Measuring Results

 

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