B2B
Marketing
Seminar
Bridging the Gap Between B2B Marketing and Sales / Best Practices from Lithuania
In-Person Event November 29th 2022
The importance of B2B marketing
Traditionally, there is much less talk about B2B marketing than B2C marketing. Moreover, many B2B companies do not even have a marketing department or a marketing manager. However, it doesn’t mean that these companies do not engage in marketing or the need for marketing is somehow minor compared to their B2C counterparts.
Nevertheless, there are significant differences between the two. In B2B companies, marketing and sales are closely linked. For example, a marketing campaign may be aimed at winning a single customer (also known as account based marketing). The metrics are also different: if the success of B2C companies' social media posts is measured in the thousands or millions, the "like" of one important decision maker may be enough for a B2B campaign.
As part of this seminar, you will have the chance to learn from practical Lithuanian case studies of B2B marketing and communications and learn how to better link marketing and sales.
We’ll be covering the following:
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How to link marketing and sales
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The basics of B2B content marketing
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How to use LinkedIn marketing
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Practical examples of B2B employer branding
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Practical B2B marketing case studies from Lithuanian companies
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Merging the gap between startups and traditional businesses
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Social selling in B2B
Who should attend?
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Sales managers of B2B companies
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Marketing managers of B2B companies
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Marketing agencies working with B2B clients
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Business owners
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HR managers of B2B companies
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Communication managers of B2B companies
Or just fill out the contact form below.
10:00 - 10:30 Content Marketing in B2B:
How to Create Content That Sells? (ENG)
Hando Sinisalu, Marketing Parrot
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How to link content marketing and sales
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How to make search engines love the content you create
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What are the expectations for content marketing and how to measure its effectiveness
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Sales and content creation on LinkedIn
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Ideas and practical tips for creating sales-friendly content
09:30 - 10:00 Registration & Coffee
FIRST SESSION: Content & Growth
Hando has 25+ years of experience in media and marketing. He is the founder of Best Marketing, the biggest Estonian marketing portal and event organiser, and the new B2B content startup Marketing Parrot. He works as a business journalist for the biggest Nordic B2B media company Bonnier (Äripäev in Estonia), organises business conferences, and trains business people on content marketing. Hando is also the mastermind behind BalticBest - the biggest advertising awards in the Baltics.
10:30 - 11:30 B2B Growth Marketing: How to Conduct Marketing Experiments? (ENG)
David Blinov, The F Company
Digital marketing offers a lot of new opportunities, and it is the start-ups that are nearly always the early adopters. Now is the time for all companies to increase their turnover with the help of growth marketing. David Blinov, a Finnish growth marketing expert, gives specific recommendations and shows how to increase your turnover by conducting growth marketing experiments. You will also get an overview of how growth marketing differs from traditional marketing, what expectations can be placed on growth marketing, how to conduct marketing experiments and practical examples from Finland and other Nordic countries.
David Blinov is a man who can tell you everything about growth marketing. Running his own B2B growth marketing agency, The F Company, David has had the chance to work with prestigious B2B businesses in the Nordics and can give you the full spectrum of the phases and terms one should cover when implementing growth marketing.
11:30 - 12:00 Generating B2B Marketing Growth on LinkedIn
Julius Bieliauskas, Linkedist
According to LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn, 94% of B2B marketers use LinkedIn as a content distribution channel. Julius will cover the principles of organic LinkedIn marketing: building company profiles vs personal profiles, community building vs using existing communities, content creation and how to identify and reach the right decision makers.
Julius Bieliauskas is a content specialist with 5 years of experience in the e-commerce and entertainment industry, mainly working with platforms such as LinkedIn, Facebook, TikTok, Instagram, and Youtube. He is currently working as a project manager and lecturer at Linkedist, which helps other businesses grow with the power of LinkedIn marketing, advertising and sales. His videos for different e-commerce brands have generated ~13,1 million in views & ~1,5$ million in revenue. Julius is also an active content creator on LinkedIn, where he talks about leadership, marketing, communication & business. For the last half of the year, Julius delivered +15 LinkedIn workshops for different companies and brands. Additionally, he has helped +12 brands with their LinkedIn strategies, performance tactics, and the overall development of their brand image on LinkedIn.
SECOND SESSION: B2B Sales
12:00 - 13:00 Panel Discussion: What the Sales Department Expects From Marketing? ENG
Omniva (TBA), Arturas Zatulinas (Elektrum), TBA
In an ideal world, sales and marketing are meant to work in a smooth symbiosis. In reality, the two have ended up in different silos and there's often a lack of understanding between the two. How do you ensure cooperation that brings results? What does the sales department expect from marketing and vice versa? How to ensure better quality leads?
Arturas Zatulinas is currently the Head of B2B at Elektrum. The panel discussion will be moderated by Hando Sinisalu.
13:00 - 13:45 Lunch
THIRD SESSION: Best Practice Case Studies
13:45 - 14:15 Best Practice in IT Products
Daumantė Eidukevičiūtė, TeleSoftas
TeleSoftas has been a successful software development company for over 18 years. With a firm global grasp, TeleSoftas has successfully expanded its business overseas, cemented by an office in Abuja (Nigeria) and representative offices in Zurich and San Francisco. In her presentation, Daumante will uncover the challenges in marketing one of the fastest growing sectors in the world.
Daumante fell in love with marketing and started her journey in this field almost ten years ago. Marketing is both an art and science for her. It has always been an aspiration of hers to be able to use both her creative and analytical sides in daily work. Being naturally empathetic and mad about connecting dots to see a bigger picture, she enjoys finding balance in all areas of life.
14:15 - 14:45 Best Practice in Legal Services
Indre Telksnyte, Sorainen
Sorainen is a fully integrated international business law firm, advising clients on all legal and tax issues. It has been building its brand across the Baltics for almost three decades. From the very beginning, content marketing has played a key role in this process. Indrė will share her insights on integrating thought leadership into a broader marketing strategy and utilizing it to create a well-recognized brand.
Indrė is Sorainen’s marketing and communication team lead in Lithuania. She has been with the firm since 2014 and can share the ins and outs of what it takes to build a strong pan-Baltic legal services brand in a highly competitive environment.
14:45 - 15:15 Employer Branding: How to Attract Talent?
Božena Petikonis-Šabanienė
In the age of the Great Resignation, even companies claiming they don't need marketing are faced with grim statistics when it comes to talent acquisition. Employer branding is one of the hottest topics in the post-COVID era. How to use employer branding and influence the dialogue surrounding your company? What is the role of employees' personal brands? And most importantly, what makes you an attractive employer for the best talent?
Božena Petikonis-Sabaniene is an innovative leader with over 15 year’s experience in HR business solutions. She has been leading the global HR company ManpowerGroup branch in Lithuania for 10 years and currently holds the position of Head of HR in the international group of companies Ignitis Renewables. Bozena often shares her insights and vision of the future of work on Lithuanian media, international conferences and personal LinkedIn account, recognized as one of the most prestigious employer branding channels in Lithuania.
15:15 - 15:30 Coffee Break
15:30 - 16:00 Lessons in Conquering Export Markets
Laura Kaziukoniene, Super Garden
Super Garden is a Lithuanian company that specializes in the manufacture and commercialization of freeze-dried products; a technique initially developed by NASA. Super Garden offers more than 300 stock-keeping units spanning over 15 different categories of products: non-melting ice cream, cheeses, berries, fruits, vegetables, snacks, smoothies, milkshakes, and others, while exporting to over 20 countries. The biggest market is Great Britain, followed by the EU countries, the USA and Japan.
Like many businesses, Super Garden started from a personal insight. Laura Kaziukoniene's family has a successful business dealing in cement and ventilation equipment. Laura had been long looking for a personal business project, which, according to her, would be more "feminine" than the cement business. While giving her two children breakfast cereal, Laura noticed that the children ate the freeze-dried strawberries first. But it was not possible to buy such strawberries separately. That was the aha-moment that started Super Garden. It all skyrocketed from then on, first came Maxima, then a healthy snack advent calendar that attracted interest in Malmö, up to today, when Laura is hopping planes between Japan and Germany.
16:00 - 16:30 Best Practice in Professional Business Services
Vilmina Navickaitė, Grant Thornton Baltic
Grant Thornton Baltic, founded in 1992, is one of the leading companies in the Baltics offering auditing, accounting, tax, legal, financial and business consulting services. For professional business services, the key to marketing success lies in the active engagement of all partners: building lasting relationships via investing in strong personal brands and paving the way to opinion leadership. In this presentation, will be discussing employee engagement, content and personal VS corporate branding through the Grant Thornton prism.
Vilmina has been building her career in the field of marketing for almost 8 years. She started by working in a public relations agency and then decided to challenge herself in a business consulting company. While working in the third largest bakery in Lithuania, she had the opportunity to simultaneously compare the intricacies of B2C and B2B marketing. But now Vilmina has returned to work with business advisory and financial products, and every day she discovers more and more in the field of B2B marketing and the power of content.
16:30 End
Price
The seminar costs 290€ with VAT included. You will be billed prior to the event, but we do offer a money-back guarantee in case you are not fully satisfied. This event is operated by Roosbaum OÜ. A confirmation will be sent after registration.
Venue: Workland Gedimino
Workland Gedimino is situated on the prestigious Gediminas Avenue in Vilnius. The seminar will take place at the stunning ST. GEORGE's conference hall at the heart of the building. For your comfort, there are several parking lots in close proximity.
COVID-19 Safety Regulations
Eager to return to face-to-face meetings, we have planned the seminar as an in-person event. Due to the unpredictable nature of the pandemic, last minute changes may be implemented and all parties will be notified in advance. The event will follow all current COVID-19 guidelines issued by the government.
Please fill out the form below
Please fill out the form below to sign up for the seminar. You will receive an email confirmation in case of successful registration. We will follow up with all necessary details prior to the event.
Or just fill out the contact form below.
Hello! This is Marketing Parrot
Marketing Parrot is the spin-off of The Best of Global Digital Marketing, the notorious marketing show that toured the world in the early days of digital and presented to audiences from Amsterdam to all the way to Manila. Hando Sinisalu, the founder of Marketing Parrot, is also the key producer of the biggest marketing events in the Baltics: Password and BalticBest. Combining business journalism and content marketing, Marketing Parrot has set out to map the traditional world of business-to-business.
