The CEO institute is a member based association that connects likeminded businesses to foster shared learning and professional development. Members of the CEO Institute form syndicates based on their turnover and business focus, which meet on a regular basis.
This morning I was invited to speak to one of the syndicates on the role of marketing in a business to business context. Unlike consumer products, business to business marketing often requires longer lead times and an understanding of key personnel, including influencers, users and decision makers.
Identifying the customer journey, by understanding the required touchpoints and the sequencing of activities, is critical. The workshop led participants through the role of marketing in building and facilitating this customer journey, as well as the metrics required to measure results.