B2B Marketing Workshop


For our October workshop, OpenView will be hosting a full-day event featuring Brian Carroll, Executive Director of MECLABS and author of Lead Generation for the Complex Sale.

This workshop will walk team leaders through detailed B2B marketing strategies to increase their contributions to the marketing/sales pipeline and revenues. The agenda follows MECLABS’ proprietary FUEL Methodology:

  • Step 1: Find and attract leads
  • Step 2: Uncover qualified leads
  • Step 3: Establish automated marketing processes
  • Step 4: Lift results


Wednesday, 10/10/2012

8:00am – 9:00am

Continental Breakfast

9:00am – 9:15am

Introductions and Expectations

  • Instructor and attendee instructions
  • Class discussion: Shared expectations for the workshop

9:15am – 9:30am

Setting the Stage for B2B Marketing Success

  • The growing challenges facing B2B marketers
  • MarketingSherpa’s FUEL Methodology: Powering marketing effectiveness from lead generation to sales conversion
  • Determining your organizations level of B2B marketing maturity

9:30am – 10:15am

FUEL – Building the foundation for your lead generation programs

  • Who are you targeting? Identifying buyer personas
  • Creating the killer value proposition
  • Delivering the message with high quality content

10:15am – 10:30am


10:30am – 11:30am

FUEL – Mastering essential lead generation

  • Inbound marketing tactics
  • Outbound marketing
  • The hub
  • How to select your lead generation mix

11:30am – Noon

FUEL – Uncover qualified leads – Part 1

  • Bridging the gap between Marketing and Sales
  • Identifying the marketing-sales funnel

Noon – 1:00pm


1:00pm – 1:45pm

FUEL – Uncover qualified leads – Part 2

  • Finding the gold: Identifying and qualifying leads
  • Harvesting high quality leads with nurturing programs

1:45pm – 2:15pm

FUEL – Establishing automated marketing processes

  • How to select marketing automation software
  • Marketing automation implementation and upkeep

2:15pm – 2:30pm


2:30pm – 3:00pm

FUEL – Lift results

  • Lead generation analysis
  • Automation analysis
  • Metrics that matter
  • Delivering marketing value to the C-Suite
  • A note on marketing leadership

3:00pm – 3:15pm

Review top takeaways to FUEL marketing effectiveness from lead generation to sales conversion

3:15pm – 4:00pm

B2B Marketing Workshop Certification Exam