B2B marketing has various flavours, our objective was to create credibility in a new industry (Rail) for us where the perception was that we were very good at something else i.e. Airline distribution. The presentation shows how using the right content with the right approach to the industry helped us gain a different perception and credibility. Research, plan and then campaign deployment, with the ability to monitor results and nurture leads created success.
The presentation will take the audience through the value proposition exercise that brought along our first white paper, to then following up with an authored paper specialising in one particular area. The final white paper was a match winner due to the fact we had found something missing in the industry.