Bespoke marketing: Humanizing partnerships and maximizing ROI

Bespoke marketing: Humanizing partnerships and maximizing ROI

Lead generation continues to be a key challenge for businesses in the B2B space, especially as competition intensifies and resources grow scarce. While marketing to businesses is a wholly different challenge from marketing directly to consumers, lessons from the neighboring field may prove not just applicable but greatly beneficial for B2B leaders across industries. 

By moving from large-scale initiatives to bespoke events, the partnership becomes centered on relationships rather than transactions between corporate entities. With a B2C-esque focus on the human side of partnerships, marketers can generate high-quality leads driven by tailored marketing, greatly aiding in account-based marketing and sustaining long-term partnerships.

• What challenges do companies face when trying to achieve demand generation and growth via events?
• How are marketers executing small-scale events to generate leads? How do the results compare to large-scale events?
• What does the future of marketing events look like? Physical or virtual? Large-scale or bespoke?