B2B MARKETING STRATEGIES: Delivering winning insights & unpacking proven methods

Whilst consumer marketing is about connecting with millions of low-value consumers, B2B marketing is about influencing the purchasing decisions of a small number of high value decision-makers. Whilst both forms of marketing share some common elements, what marketing techniques are essential in a B2B marketing strategy and what is the best way to implement it?

In this competitive environment, DHL has mastered its B2B marketing methods and become a model for companies that market their products and services to other companies. In order to distinguish their brands from those of their competitors, companies must continuously update their B2B marketing strategies. As a senior marketing professional with a strong B2B marketing background, DHL’s Vice President of Marketing Communications, Jacqueline Cheong, will share DHL’s experiences on how the logistics company has employed a B2B marketing approach to maintain its market leading position.

In an interactive presentation, Cheong will cover:

* How to objectively assess your integrated B2B marketing strategy and determine how to distinguish your company and brand from competitors;

* How to strengthen the relationship between the marketing department and the sales department in order to maximise your B2B marketing strategy; and

* How DHL has excelled in B2B marketing - through targeted advertising, direct mail, interactive marketing, public relations and event marketing - in order to position itself as a leader in the B2B environment.

If you work in marketing or sales in a company that targets other companies, or if you work in an ad, PR, interactive or event marketing agency that handles a B2B client, this Marketing Peer Briefing will provide long and short term value to you, your team and your organisation.

Jacqueline Cheong joined DHL five years ago and is currently in the role of Vice President of Marketing Communications & Retail. She has won several awards for her various marketing campaigns as well as Outstanding Achiever in 2004. With 17 years of experience as a marketing professional, Jacqueline has previously worked for such companies as Reebok, SAP and TNT – all of which were regional marketing roles. She holds a BSc in Marketing which she earned from the University of Dublin, Ireland. In her spare time Jacqueline enjoys attending plays and musicals, rummaging through flea markets, reading and spending time with her two children.

Marketing is thankful for the generous support of Robert Walters. Robert Walters is one of the world’s leading specialist professional recruitment consultancies with a network of offices spanning Singapore, the United Kingdom, Ireland, Continental Europe, South Africa, United States, Australasia and Asia. Robert Walters focuses on permanent, contract and interim recruitment across all industry sectors and at all levels of seniority. They manage the careers of the highest calibre candidates in the fields of human resources, accounting, finance, banking, information technology, legal, sales and marketing, operations and general management. Their client base comprises leading blue-chip multinational corporations and major financial service organisations through to SMEs and local businesses. For further information about Robert Walters, please visit their website www.robertwalters.com.