Welcome!

Cognitive Computing Authors: William Schmarzo, AppNeta Blog, Pat Romanski, Kevin Jackson, Elizabeth White

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


SOURCE The B2B Marketing Lab

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
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abilit...
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, discussed the best practices that will ensure a successful smart city journey.
Web Real-Time Communication APIs have quickly revolutionized what browsers are capable of. In addition to video and audio streams, we can now bi-directionally send arbitrary data over WebRTC's PeerConnection Data Channels. With the advent of Progressive Web Apps and new hardware APIs such as WebBluetooh and WebUSB, we can finally enable users to stitch together the Internet of Things directly from their browsers while communicating privately and securely in a decentralized way.
"Tintri was started in 2008 with the express purpose of building a storage appliance that is ideal for virtualized environments. We support a lot of different hypervisor platforms from VMware to OpenStack to Hyper-V," explained Dan Florea, Director of Product Management at Tintri, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at Dell EMC, introduced a methodology for capturing, enriching and sharing data (and analytics) across the organization...
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet and...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at 20th Cloud Expo, Ed Featherston, director/senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
"LinearHub provides smart video conferencing, which is the Roundee service, and we archive all the video conferences and we also provide the transcript," stated Sunghyuk Kim, CEO of LinearHub, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Internet of @ThingsExpo, taking place June 6-8, 2017 at the Javits Center in New York City, New York, is co-located with the 20th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo New York Call for Papers is now open.
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Discover top technologies and tools all under one roof at April 24–28, 2017, at the Westin San Diego in San Diego, CA. Explore the Mobile Dev + Test and IoT Dev + Test Expo and enjoy all of these unique opportunities: The latest solutions, technologies, and tools in mobile or IoT software development and testing. Meet one-on-one with representatives from some of today's most innovative organizations
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...