B2B Marketing Special Interest Group Meeting 

Team Structures and Inbound Marketing Programs 
January 15, 2019 09:00 AM - 03:00 PM 
Learn how others are effectively organizing and operating their marketing roles and functions. Then gain best practices for inbound marketing, including content strategies to best feed your sales funnel. 

In the morning, you’ll learn how other member companies are organizing and operating their digital marketing departments. With Customer Journeys and Agile approaches in vogue, it’s critical to be adaptable and collaborative. We’ll share and debate approaches to:

  • Organizational structures.
  • Skills and needed expertise.
  • Processes for working smarter.
  • Outcomes, ownership and accountability.

In the afternoon, we’ll pivot and share best practices for Inbound Marketing. The ROI of traditional outbound marketing (trade shows, advertising and cold calling) pales in comparison to driving demand via digital content strategies that more easily scale. Topics we’ll explore include:

  • Content marketing (blogs, white papers, social content, etc.).
  • Search and link building.
  • Lead capture (landing pages, forms, offers).

Who Should Attend: Participation in this SIG is by invitation only. The group is limited to vice president, director and senior manager-level employees and those whom they bring as topic matter experts. All participants are required to register. To learn more about the B2B Marketing SIG please contact Chris Murray. To register for this event please email UWEBCevents@wisc.edu.

Agenda Items:
9:00 AM Opening Remarks and Plan for the Day
9:15 AM Intro to Marketing Team Org Structures
9:30 AM Member Spotlight: Church Mutual Org Structure
  Chris Revie – Marketing Manager, Church Mutual Insurance
9:45 AM Break
10:00 AM Small Team Discussions on Org Structures
11:00 AM Team Sharing on Org Structures
11:30 AM Lunch
12:30 PM Inbound Marketing Intro
12:45 PM Member Spotlight: Suttle-Straus Content Ideas
  Maeghan Nicholson – Marketing Manager, Suttle Straus
1:00 PM Break
1:15 PM Small Team Discussions on Inbound Marketing
2:15 PM Team Sharing on Inbound Marketing
2:45 PM Wrap Up and Closing Remarks
3:00 PM Adjourn
Pyle Center 
Events Team, 608-262-1145, UWEBCevents@wisc.edu 

Annual Conference

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The Business Best Practices & Emerging Technologies Conference is Wisconsin's premier knowledge-sharing and networking event for business leaders from well-known companies in Wisconsin and the Midwest.

This year's conference will be September 24, 2019.

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