B2B Marketing Special Interest Group

Learn new strategies and practices to improve and enhance the efficiency and effectiveness of your marketing operations.

The Business-to-Business (B2B) Marketing Special Interest Group is a practice-sharing community for leaders of marketing teams at product manufacturers and distributors that primarily support business customers (retailers, dealers, distributors and/or commercial end users).

Spanning several sessions, this SIG will provide a valuable opportunity for participants to:

  • Discuss topics of shared interest.
  • Compare approaches for addressing shared challenges.
  • Discover new ideas and processes for providing marketing in a B2B environment.

Participation in the B2B Marketing SIG is reserved for senior marketing leaders (vice presidents, directors, senior managers) of UWEBC member companies. If you would like to learn more about the B2B Marketing SIG, please review the SIG’s charter document and/or contact UWEBC Marketing Practice Director Chris Murray at chris.murray@wisc.edu or 608-265-3299.

Read the B2B Marketing SIG charter document»

B2B Marketing Special Interest Group Meeting 

Team Structures and Inbound Marketing Programs 
January 15, 2019 09:00 AM - 03:00 PM 
Learn how others are effectively organizing and operating their marketing roles and functions. Then gain best practices for inbound marketing, including content strategies to best feed your sales funnel. 

In the morning, you’ll learn how other member companies are organizing and operating their digital marketing departments. With Customer Journeys and Agile approaches in vogue, it’s critical to be adaptable and collaborative. We’ll share and debate approaches to:

  • Organizational structures.
  • Skills and needed expertise.
  • Processes for working smarter.
  • Outcomes, ownership and accountability.

In the afternoon, we’ll pivot and share best practices for Inbound Marketing. The ROI of traditional outbound marketing (trade shows, advertising and cold calling) pales in comparison to driving demand via digital content strategies that more easily scale. Topics we’ll explore include:

  • Content marketing (blogs, white papers, social content, etc.).
  • Search and link building.
  • Lead capture (landing pages, forms, offers).

Who Should Attend: Participation in this SIG is by invitation only. The group is limited to vice president, director and senior manager-level employees and those whom they bring as topic matter experts. All participants are required to register. To learn more about the B2B Marketing SIG please contact Chris Murray. To register for this event please email UWEBCevents@wisc.edu.

Pyle Center 
Events Team, 608-262-1145, UWEBCevents@wisc.edu 

Steering Committee

Todd Eucke
Marketing Manager
Lakeside Foods

Aaron Linsmeier
Manager, Integrated Marketing Services
Badger Meter

Judson Luke
Director of Customer Experience
Badger Meter

Chris Revie
Marketing Manager
Church Mutual Insurance

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