|By PR Newswire||
|December 20, 2012 06:33 AM EST||
LONDON, December 20, 2012 /PRNewswire/ --
- New London-based B2B marketing business to specialise in inbound marketing and outsourced B2B PR and Marketing Programmes -
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:
SOURCE The B2B Marketing Lab
Electric power utilities face relentless pressure on their financial performance, and reducing distribution grid losses is one of the last untapped opportunities to meet their business goals. Combining IoT-enabled sensors and cloud-based data analytics, utilities now are able to find, quantify and reduce losses faster – and with a smaller IT footprint. Solutions exist using Internet-enabled sensors deployed temporarily at strategic locations within the distribution grid to measure actual line loads.
Oct. 10, 2015 02:00 PM EDT Reads: 151
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, will explore the current state of IoT connectivity and review key trends and technology requirements that will drive the Internet of Things from hype to reality.
Oct. 10, 2015 01:45 PM EDT Reads: 146
SYS-CON Events announced today that IBM Cloud Data Services has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IBM Cloud Data Services offers a portfolio of integrated, best-of-breed cloud data services for developers focused on mobile computing and analytics use cases.
Oct. 10, 2015 01:00 PM EDT Reads: 756
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Oct. 10, 2015 01:00 PM EDT Reads: 269
Today air travel is a minefield of delays, hassles and customer disappointment. Airlines struggle to revitalize the experience. GE and M2Mi will demonstrate practical examples of how IoT solutions are helping airlines bring back personalization, reduce trip time and improve reliability. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Dr. Sarah Cooper, M2Mi's VP Business Development and Engineering, will explore the IoT cloud-based platform technologies driving this change including privacy controls, data transparency and integration of real time context w...
Oct. 10, 2015 01:00 PM EDT Reads: 164
There will be 20 billion IoT devices connected to the Internet soon. What if we could control these devices with our voice, mind, or gestures? What if we could teach these devices how to talk to each other? What if these devices could learn how to interact with us (and each other) to make our lives better? What if Jarvis was real? How can I gain these super powers? In his session at 17th Cloud Expo, Chris Matthieu, co-founder and CTO of Octoblu, will show you!
Oct. 10, 2015 11:00 AM EDT Reads: 135
Developing software for the Internet of Things (IoT) comes with its own set of challenges. Security, privacy, and unified standards are a few key issues. In addition, each IoT product is comprised of at least three separate application components: the software embedded in the device, the backend big-data service, and the mobile application for the end user's controls. Each component is developed by a different team, using different technologies and practices, and deployed to a different stack/target - this makes the integration of these separate pipelines and the coordination of software upd...
Oct. 10, 2015 11:00 AM EDT Reads: 336
As a company adopts a DevOps approach to software development, what are key things that both the Dev and Ops side of the business must keep in mind to ensure effective continuous delivery? In his session at DevOps Summit, Mark Hydar, Head of DevOps, Ericsson TV Platforms, will share best practices and provide helpful tips for Ops teams to adopt an open line of communication with the development side of the house to ensure success between the two sides.
Oct. 10, 2015 11:00 AM EDT Reads: 643
Mobile messaging has been a popular communication channel for more than 20 years. Finnish engineer Matti Makkonen invented the idea for SMS (Short Message Service) in 1984, making his vision a reality on December 3, 1992 by sending the first message ("Happy Christmas") from a PC to a cell phone. Since then, the technology has evolved immensely, from both a technology standpoint, and in our everyday uses for it. Originally used for person-to-person (P2P) communication, i.e., Sally sends a text message to Betty – mobile messaging now offers tremendous value to businesses for customer and empl...
Oct. 10, 2015 10:15 AM EDT Reads: 338
SYS-CON Events announced today that Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, will keynote at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 10, 2015 10:00 AM EDT Reads: 152
The IoT market is on track to hit $7.1 trillion in 2020. The reality is that only a handful of companies are ready for this massive demand. There are a lot of barriers, paint points, traps, and hidden roadblocks. How can we deal with these issues and challenges? The paradigm has changed. Old-style ad-hoc trial-and-error ways will certainly lead you to the dead end. What is mandatory is an overarching and adaptive approach to effectively handle the rapid changes and exponential growth.
Oct. 10, 2015 10:00 AM EDT Reads: 257
The IoT is upon us, but today’s databases, built on 30-year-old math, require multiple platforms to create a single solution. Data demands of the IoT require Big Data systems that can handle ingest, transactions and analytics concurrently adapting to varied situations as they occur, with speed at scale. In his session at @ThingsExpo, Chad Jones, chief strategy officer at Deep Information Sciences, will look differently at IoT data so enterprises can fully leverage their IoT potential. He’ll share tips on how to speed up business initiatives, harness Big Data and remain one step ahead by apply...
Oct. 10, 2015 09:00 AM EDT Reads: 653
WebRTC converts the entire network into a ubiquitous communications cloud thereby connecting anytime, anywhere through any point. In his session at WebRTC Summit,, Mark Castleman, EIR at Bell Labs and Head of Future X Labs, will discuss how the transformational nature of communications is achieved through the democratizing force of WebRTC. WebRTC is doing for voice what HTML did for web content.
Oct. 10, 2015 09:00 AM EDT Reads: 1,448
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Oct. 10, 2015 07:00 AM EDT Reads: 5,959
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Oct. 10, 2015 06:00 AM EDT Reads: 828
Nowadays, a large number of sensors and devices are connected to the network. Leading-edge IoT technologies integrate various types of sensor data to create a new value for several business decision scenarios. The transparent cloud is a model of a new IoT emergence service platform. Many service providers store and access various types of sensor data in order to create and find out new business values by integrating such data.
Oct. 10, 2015 04:00 AM EDT Reads: 611
The broad selection of hardware, the rapid evolution of operating systems and the time-to-market for mobile apps has been so rapid that new challenges for developers and engineers arise every day. Security, testing, hosting, and other metrics have to be considered through the process. In his session at Big Data Expo, Walter Maguire, Chief Field Technologist, HP Big Data Group, at Hewlett-Packard, will discuss the challenges faced by developers and a composite Big Data applications builder, focusing on how to help solve the problems that developers are continuously battling.
Oct. 10, 2015 04:00 AM EDT Reads: 523
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete end-to-end walkthrough of the analysis from start to finish. Participants will also be given the pract...
Oct. 10, 2015 03:00 AM EDT Reads: 343
WebRTC: together these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at WebRTC Summit, Cary Bran, VP of Innovation and New Ventures at Plantronics and PLT Labs, will provide an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it may enable, complement or entirely transform.
Oct. 10, 2015 02:15 AM EDT Reads: 773
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
Oct. 10, 2015 02:00 AM EDT Reads: 665