MarketMakers host an evening of B2B marketing at The Ritz!
Last night MarketMakers hosted their 5th B2B marketing event at the Ritz London! Each year we invite B2B business personnel for an evening of engagement and understanding of what is current in the B2B world. This year was no different as we welcomed our guest speaker Joel Harrison, Editor-in-Chief of B2B Marketing and Kirst Dawe, Managing Director of Really B2B to share their B2B knowledge!
Guests were greeted with a champagne reception in the grand settings of The Marie Antoinette Suite where they had the chance to mingle amongst each other before our guest speaker, Joel Harrison kicked off the evening.
Co-founder of B2B Marketing, Joel has been a leading provider of best practise and professional development information for B2B marketers for over 12 years. This is the second time Joel has spoken at one our Ritz events. He is a very valued figure in the B2B marketing industry and it has been a pleasure to host his talks. Joel discussed the substantial changes that marketers need to make in 2017 to stay ahead of the game. Career progression was high on the agenda and Joel provided professional advice which could benefit marketers in all different stages of their career.
Kirsty Dawe continued the evening with a B2B Marketing success client case study. Kirsty has over a decade of experience working within the B2B marketing sector. Kirsty is an active member of the IDM B2B Marketing Council and has a fountain of knowledge within B2B.
Kirsty focused on a recent, award winning, targeted campaign from Really B2B for Citroen which focused on creating emotion in B2B marketing. ReallyB2B identified a lack of emotional connection between van drivers and fleet directors. They needed to find a high impact way of getting the attention of fleet directors that manage van fleets of 100+. The message needed to be received by the intended audience as well as offering something interesting and useful. For the campaign, Really B2B used high impact direct mail to deliver maximum impact with the target audience followed by direct mail, plain text email, LinkedIn Inmail, Social halo and phone-based follow ups. The campaign has been hugely successful producing £7 million pipeline revenue, 28 BANT qualified appointments and £7.6 million closed revenue. A huge success for both Really B2B and Citroen.
After two insightful talks from two influential bodies within the B2B industry, canapés and wine were served to end the evening. Guests, clients and prospects all enjoyed a chilled atmosphere talking all things business!
We are so thankful to The Ritz London for helping MarketMakers host yet another successful B2B Marketing event, it was our best yet!
Follow us on Twitter @marketmakersUK and get in touch if you would like to find out more about the Citroen targeted campaign. Joel Harrison will happily answer any of your questions so why not tweet him to! @joel_b2beditor