Gemma Houghton

Unravelling The Complexities Of Global B2B Marketing

Unravelling the Complexity of Global B2B Marketing

Global B2B marketers face a particular set of challenges when planning and delivering online campaigns designed to reach a professional audience around the world. This week, Webcertain TV is joined by Head of Online Marketing in Europe for Iron Mountain, Brian O’Flynn, to delve deeper into some of these issues in our Global B2B Marketing Series.

Series Schedule

Demand Gen or Lead Gen in B2B Marketing
Monday 5th October from 3pm BST

Most B2B businesses will use their website and online marketing efforts to generate either leads and enquiries or demand and interest in what they have to offer. Depending on your end goal, the message, content and channels you use to reach and engage your audience will differ. Brian discusses how they vary and what marketers need to consider when planning B2B campaigns, especially on an international level.

Demand gen versus lead gen

The Consumerisation of B2B Marketing
Tuesday 6th October from 3pm BST

As the lines between work and leisure become increasingly blurred, so do the differences between traditional B2B and B2C marketing. But is there still an important distinction? And how do B2B marketers need to adapt their approach, if at all?

B2B and B2C

How To Use Marketing Technology in B2B Marketing
Wednesday 7th October from 3pm BST

As marketing technology gets more sophisticated and enables increasing amounts of automation, we ask what are the benefits and risks of automation within B2B marketing and which tools marketers should be utilising to get the most from their campaigns.

Using Marketing Technology in B2B Marketing

Finding The Balance in International B2B Campaigns
Thursday 8th October from 3pm BST

A major challenge for international brands is balancing the importance of global brand consistency with the nuances and needs of each local market. Brian joins us to share advice on where compromises should be made and how to engage with all stakeholders to ensure buy-in around the organisation.

Consistency in Global B2B

Implementing Hofstede’s Cultural Dimensions in a Global Digital World
Friday 9th October from 3pm BST

Hofstede’s Five Dimensions of Culture are well-known by marketers, but are they still relevant in today’s digital world? We take a look at what can they teach international marketers and how they should and can be applied to global campaigns.
Find the latest insights, tip and advice from global digital experts at Webcertain TV, the online channel for international digital marketers. get-in-touch-contact-webcertain

Gemma Houghton

Gemma Houghton

Marketing Manager at Webcertain
Gemma has been working in international search for 6 years and leads Webcertain's marketing team. As well as managing Webcertain’s global online and offline marketing activities, she also organises and programs WebCertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing and contributes regularly to the Webcertain blog. She has also spoken at conferences such as SES and SasCon and writes regularly for State of Digital. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honors Degree in French and German.
Gemma Houghton

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