Rebuilding the plane while flying : Getting the right mix of inbound and outbound to hit your number
Taking on the transformation from an outbound to an inbound marketing model is no easy task when your company has quarterly sales targets to hit. In this case study-led session, Steven will share how B2B companies can upgrade their marketing technology and data structure, overhaul their approach to content and communications, re-skill people and re-engineer processes - and still deliver their quota.
About the speakers
Steven Elliott, Managing Director, MarketOne Digital
Steven leads a team based in London and Boston, providing consulting to B2B and technology clients on their demand generation requirements including segmentation and buying personas, content and communications, inbound strategy and conversion rate optimization (CRO). The digital marketing team also works with MarketOne’s data, technology and teleservices teams to provide fully integrated lead nurturing, event recruitment and account based marketing programmes.
Steven began his professional career in PR before moving into the world of integrated marketing. At Euro RSCG he helped run the agency’s Intel account in Europe and then Asia, leading a team responsible for advertising, media and online marketing initiatives across the region. Steven then spent six years at WPP’s specialist technology agency Banner as MD and then CEO, focusing the agency’s offering on digital marketing services and online lead generation for clients including Autodesk, Hitachi, Novell and Symantec. He joined MarketOne in 2010.