Welcome!

Cognitive Computing Authors: Yeshim Deniz, Elizabeth White, Shelly Palmer, William Schmarzo, 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


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
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
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...
SYS-CON Events announced today that Tintri, Inc, a leading provider of enterprise cloud infrastructure, 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. Tintri offers an enterprise cloud platform built with public cloud-like web services and RESTful APIs. Organizations use Tintri all-flash storage with scale-out and automation as a foundation for their own clouds – to build agile development environments...
SYS-CON Events announced today that Carbonite 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. Carbonite protects your entire IT footprint with the right level of protection for each workload, ensuring lower costs and dependable solutions with DoubleTake and Evault.
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that Tappest will exhibit MooseFS 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. MooseFS is a breakthrough concept in the storage industry. It allows you to secure stored data with either duplication or erasure coding using any server. The newest – 4.0 version of the software enables users to maintain the redundancy level with even 50% less hard drive space required. The software func...
SYS-CON Events announced today that EARP 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. "We are a software house, so we perfectly understand challenges that other software houses face in their projects. We can augment a team, that will work with the same standards and processes as our partners' internal teams. Our teams will deliver the same quality within the required time and budget just as our partn...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, 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. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
DevOps at Cloud Expo – being held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real r...
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software in the hope of capturing value in IoT. Although IoT is relatively new in the market, it has already gone through many promotional terms such as IoE, IoX, SDX, Edge/Fog, Mist Compute, etc. Ultimately, irrespective of the name, it is about deriving value from independent software assets participating in an ecosystem as one comprehensive solution.
SYS-CON Events announced today that A&I Solutions 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. Founded in 1999, A&I Solutions is a leading information technology (IT) software and services provider focusing on best-in-class enterprise solutions. By partnering with industry leaders in technology, A&I assures customers high performance levels across all IT environments including: mai...
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.
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...
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
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 ofte...
SYS-CON Events announced today that Outscale 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. Outscale's technology makes an automated and adaptable Cloud available to businesses, supporting them in the most complex IT projects while controlling their operational aspects. You boost your IT infrastructure's reactivity, with request responses that only take a few seconds.