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1. Introduction
2. Talk outline
3. What is marketing?
4. What's integrated marketing?
5. The changing landscape
6. More choices
7. More time on-line
8. On-line ads
9. More socially and environmentally responsible
10. Harder access
11. To summarise
12. Which means...
13. Integrated planning
14. A simple step by step approach
15. The situation
16. Objectives
17. Strategy
18. Some scary stuff
19. And in B2B?
20. Have a big idea
21. Tactics
22. A day in the life of John (1)
23. A day in the life of John (2)
24. So many ways to reach our audience
25. In our experience (1)
26. In our experience (2)
27. Demand generation success
28. Partner campaigns
29. Action
30. Control
31. Building an awareness programme
32. Example - Fujitsu Buzz campaign
33. Where it's going: closed loop marketing
34. Integrated is still not integrated
35. Seemingly, a normal B2B campaign
36. How it works
37. In summary
38. Good luck

Topics Covered

• What is integrated marketing?
• The changing landscape
• Integrated planning
• The situation
• Objectives
• Strategy
• Strategy in B2B
• Tactics
• Action
• Control
• Example of building an awareness program
• Where it is going: close loop marketing
• Key gaps in B2B where sales and marketing are not joined up

Links

Series:

• B2B Advertising

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on November 27, 2008
• Archived on March 17, 2022