Welcome!

Cognitive Computing Authors: Yeshim Deniz, Elizabeth White, Pat Romanski, Shelly Palmer, Liz McMillan

News Feed Item

The B2B Marketing Lab Launches Specialising in B2B PR and Inbound Marketing

LONDON, December 20, 2012 /PRNewswire/ --

- New London-based B2B marketing business to specialise in inbound marketing and outsourced B2B PR and Marketing Programmes -

The B2B Marketing Lab, a B2B PR and inbound marketing consultancy, was today launched by The ITPR Group from their new offices on Northumberland Avenue, Central London.

The ITPR Group is a 20+ year old UK-based group of international B2B PR and Marketing companies, whose flagship company, ITPR, a B2B technology PR consultancy, has in the last month been confirmed as the Most Rated Technology PR Agency by Journalists according to a survey by PRWeek.

The B2B Marketing Lab is launched against a backdrop of rapidly evolving B2B PR and Marketing. 'Traditional' outbound marketing tactics such as telemarketing and direct mail are no longer returning sufficiently high return on investment due to their interruptive nature. For example, the Direct Marketing Association announced this year that direct mail response rates have dropped 25% over the last nine years, while a survey by US-software vendor Hubspot found that the proportion of marketing budgets dedicated to telemarketing has halved in the last 12 months, as it fails to generate an acceptable return.

The floundering returns of advertising, direct mail or telemarketing and other interruptive marketing techniques have therefore led to a growing movement towards content marketing and inbound marketing, which capitalises on buyers now preferring to seek out their own information to learn more about a product or service that they are considering buying, rather than being susceptible to information being thrust upon them.

Inbound marketing is a term coined by Brian Halligan - the founder of HubSpot, a US-based marketing automation software platform - interpreted by The B2B Marketing Lab as the science of using predominantly PR, social media and SEO to earn the attention of prospects by publishing valuable and educational content that your target audience will find through their own online research and consequently be drawn to your website to find out more.

Mike Volpe, Chief Marketing Officer for HubSpot, comments, "Smart B2B marketeers understand that we live in a world where the buyer has all the power and you need to use content to attract inbound prospects.  If you don't have quality content that will be found by search engines you are 'a high-street shop that has been boarded up'! Great relevant, educational content is the key to successful inbound marketing that attracts prospects to engage with you and buy your products and services."

The B2B Marketing Lab has therefore been launched to help B2B companies - predominantly in the professional services and technology sectors, in addition to channel-led organisations and start-ups - to take advantage of the rising trend and higher effectiveness of inbound marketing and execute sales-focused marketing campaigns that are guaranteed to generate sales enquiries.

Because of the inherent need for high-quality content in order to power inbound marketing campaigns, The B2B Marketing Lab draws upon the 20 years of content marketing, B2B PR and media outreach experience of sister company ITPR and adds SEO, social media, web development, email marketing, marketing automation software deployment and lead nurturing services to build its integrated B2B marketing campaigns.

Bob Dearsley, Chief Executive of The B2B Marketing Lab, explains, "B2B marketing has been transformed in the last five years. Where telemarketing, advertising and direct mail used to be highly effective sales lead generators, now control has shifted to the customer who prefers to seek out information on their own terms. This means that B2B marketers have to change their approach from one-way interruptive broadcast to instead engage in two-way dialogue and distribute educational material using online PR, social media and SEO marketing and earn a position of 'trusted advisor' - a key part of successful sales activity."

The B2B Marketing Lab is part of The ITPR Group, an accredited HubSpot partner, and has considerable experience and expertise in the deployment and management of marketing automation software platforms. Through the use of this technology and the collation of data from other sources such as web analytics, social media monitoring tools and SEO metrics, The B2B Marketing Lab's teams are able to finitely measure every aspect of marketing - including most offline activities - and report on specific channels' ROI and their impact on the sales pipeline.

Dearsley concludes, "Having devised B2B PR and marketing campaigns for 20 years and run in-house B2B marketing departments for 10 years before that, I have seen first-hand the potential for damage to a business when sales and marketing departments are not co-ordinated. The great advantage therefore of combining PR with inbound marketing techniques and marketing automation software, and the wealth of data that such an approach intrinsically delivers, is that the entire marketing process is entirely transparent and sales-focused. This therefore brings the sales and marketing teams together with a shared view of what the sales and marketing messages are, how they are promoted and, most importantly, exactly what constitutes a lead."

About B2B Marketing Lab

The B2B Marketing Lab is an inbound marketing and PR consultancy that creates informative and valuable content to drive digital marketing campaigns, guaranteed to generate sales leads.

The B2B Marketing Lab continuously evaluates current and emerging B2B marketing & PR tools and trends - such as marketing automation software, the latest social networks or developments in B2B marketing best practice - to provide its customers with results-orientated, measurable marketing campaigns that deliver sales enquiries.

As part of the established ITPR Group - a UK-based group of international B2B PR and Marketing companies - The B2B Marketing Lab is an accredited HubSpot Partner and has a proven track record in delivering effective marketing campaigns for the professional services and technology sectors, as well as for channel-led organisations and start-ups.

Through a considered mix of PR, social media management, SEO techniques, digital marketing and marketing automation, The B2B Marketing Lab's campaigns deliver quantifiable benefit by tracing the path from media coverage, engagement on social media or search engine activity, to website visitor, through to identifiable sales enquiries.

For more information please contact:

Samantha Turpin
itpr
Tel: +44(0)1932-578800


More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
SYS-CON Events announced today that Interoute has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Interoute is the owner operator of Europe's largest network and a global cloud services platform, which encompasses over 70,000 km of lit fiber, 15 data centers, 17 virtual data centers and 33 colocation centers, with connections to 195 additional partner data centers. Our full-service Unifie...
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry’s single source for the cloud. Fusion’s advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
SYS-CON Events announced today that WineSOFT will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Based in Seoul and Irvine, WineSOFT is an innovative software house focusing on internet infrastructure solutions. The venture started as a bootstrap start-up in 2010 by focusing on making the internet faster and more powerful. WineSOFT’s knowledge is based on the expertise of TCP/IP, VPN, SSL, peer-to-peer, mob...
SYS-CON Events announced today that DivvyCloud will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. DivvyCloud software enables organizations to achieve their cloud computing goals by simplifying and automating security, compliance and cost optimization of public and private cloud infrastructure. Using DivvyCloud, customers can leverage programmatic Bots to identify and remediate common cloud problems in rea...
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
SYS-CON Events announced today that Systena America will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Systena Group has been in business for various software development and verification in Japan, US, ASEAN, and China by utilizing the knowledge we gained from all types of device development for various industries including smartphones (Android/iOS), wireless communication, security technology and IoT serv...
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
SYS-CON Events announced today that A&I Solutions named "Bronze Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded over 15 years ago in 1999, A&I Solutions continues to provide companies with premier integrated enterprise solutions. By partnering with the trusted and proven solutions of leading technology companies, our customers are assured high performance levels across all IT environments including:...
SYS-CON Events announced today that Cloud Academy will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud computing technologies. Ge...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus intern...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive ad...
The hot topics in the industry today seem to center around Digital Transformation and Mobile Apps. While a digital transformation strategy is crucial to keep up with the chaos in your industry, customer demands, and other disruptions, the need to create mobile apps to remain relevant in your market and to your customers is equally a no-brainer. Regardless of the approach, the next question always seems to pop up: What architecture should I chose? Native? Hybrid? Managed? Hosted?
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search and...