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Performance marketing in B2B

Thursday, January 14, 2021 -
9:30am to 11:00am
Zoom virtual session

Today’s wealth of digital channels require a unique set of both skills and attributes to optimise, and that’s requiring B2B organisations to change the way teams are structured, bring in new resources and work differently with agencies to get the best results.

In this session, we’ll examine what performance marketing looks like in B2B, and how B2B marketers can best exploit its potential. Other topics for discussion will include:

  • How does performance marketing relate to growth marketing? Are they one and the same? If not, what’s the difference?
  • What kind of set up, format or infrastructure is required within a B2B marketing team to enable performance marketing?
  • How do you recruit great performance marketers? Where do they come from, and how do you become one?
  • What role can or should agencies do to enable performance marketing? Can integrated client-agency teams play a role, and if so, what should they look like?