While 87% of B2B marketers who we surveyed last year said that they use email in marketing, most lagged behind in adopting interactive tactics such as search (57%), rich media or video ads (28%), and emerging channels like blogs and podcasts (37%). But these trends are changing as B2B marketers begin to chart new, unfamiliar, Web 2.0 waters. Experiments with rich media, blogging, RSS, and social networks show how dynamic marketing techniques can touch on buyers' emotions, educate and persuade them, measure interactions more effectively, and generate additional business.
This Workshop will introduce participants to a wide range of Web 2.0 topics and technologies, track key trends in B2B marketers' adoption of emerging technologies, and mdash; through examples and exercises — provide best practices for Web 2.0 tactics.
This Workshop will feature:
- In-depth sessions on emerging tactics like online video, podcasting, blogging, RSS, and social networks.
- New developments in Web seminars, conferences, Web customer experiences, and customer testimonials.
- Examples and hands-on exercises to help participants experience Web 2.0 technologies first-hand and to assess their Web 2.0 marketing readiness.
- A glimpse into the future of what's next in Web 2.0 for marketers.
- The opportunity to share, learn from, and network with other attendees and Forrester analysts.
The price for this full-day workshop is $2,500 or equivalent Service Units.
To register or for more information, please email events@forrester.com or +1 617/613-5905.
Who Should Attend?
This Workshop is relevant for all B2B companies, especially those in high-tech, manufacturing, business services, financial services, telecom, publishing/media and healthcare industries.
Appropriate attendees include:
- Marketing team members responsible for interactive marketing strategy or execution at firms that sell primarily through a direct sales force.
- Marketing managers or directors who oversee the development and execution of marketing programs for demand generation.
- Marketing executives responsible for their companies' overall marketing strategy, budget, and marketing mix decisions.
- Interactive marketers or customer experience professionals at B2B firms.
Why Attend?
- Get a complete, concise overview of Web 2.0 from a B2B marketer's perspective.
- Learn what works and doesn't work for emerging tactics that have yet to sustain a track record of consistent success.
- Connect with other Forrester clients who are interested in emerging marketing tactics and success factors.
