This year’s B2B Marketing Expo took place at the ExCel London from the 27th – 28th March, and it did not disappoint. As one of the UK’s leading digital marketing events, we saw this as a great opportunity to not only exhibit, but to also showcase the wealth of knowledge that we have accumulated over the years by running our own expert-led Masterclass: “CRM is at the heart of a successful business”. 

B2B-Marketing-19-Gold-Vision Stand

Our Masterclass 

With many of us in business facing similar challenges, we wanted to share what we have learnt over the years. With many of our sessions left with standing room only, it was clear that attendees wanted to hear what we had to say.   

B2B Marketing 19_Gold-Vision Masterclass

Why CRM is the key to more effective marketing and greater ROI

Simon Lang and Bashar Al-Azzawe have worked on over a hundred CRM initiatives across most business sectors. Focussing firmly on the benefits for marketing-focused users, Simon and Bashar explored some of the ways that data held in a CRM system can dynamically drive marketing communications.  

Horror stories from the GDPR trenches – and three lessons to take home 

Surprisingly this was one of the liveliest sessions. The audience voted almost unanimously that Nat (Gold-Visions Senior Business Systems Consultant) would have complained about her Subject Access Request journey. Nat is the queen of GDPR, and the ever popular ‘GDPR or Marketing’ section really got people thinking about how to prepare for ePrivacy.  

Use CRM to accelerate your ABM journey 

Account Based Marketing (ABM) is proving its worth in every industry as a strategic approach. The introduction of GDPR has simply accelerated businesses aligning with an ABM strategy. Gold-Vision’s Head of Customer Experience, Jiggy Patel, explored how you can use your CRM to accelerate your ABM journey; it’s not all about getting a message out and hoping someone will engage with it. 

How to achieve simple CRM and marketing 

“I just want something SIMPLE!” was the clear message in this session and it certainly resonated with the audience. Gold-Vision MD, Charlie Shaw, discussed how you can keep things simple without losing the capabilities that you need from a full CRM system.  

How to wreck a CRM project in 6 easy steps (and how to succeed instead) 

“Wrecking a project – step 2 – assembling the worst team possible” clearly chimed with a lot of the audience. With much nodding and a show of hands, several people were working on projects with a sleepy panda (disinterested project sponsor), lots of goldfish (always in the meetings, say nothing), a sackful of angry cats (averse to change), and at least one hungry shark (hungry for conflict). Nat Gorton used her experience of working with various customers to explore the number one reason CRM implementation projects fail – poor project management.  

B2B Marketing 19_How to wreck a project

What we noticed 

This year the Expo was attended not just by marketing led roles, but also a mixture of business professionals from different departments, all where CRM is important to them. This blend allowed for more varied discussions about how a fully-integrated sales and marketing CRM can benefit them. 

“This year’s audience was really receptive and open to discussing the issues and challenges they’re facing – and clearly came along to soak up all the insights they could. There was a real focus on how to segment and market in a more targeted way (bringing in Account Based Marketing). The level of GDPR knowledge among those attending has leapt ahead and this helped us have more detailed discussions on some of the real-world nuanced situations.”

Natalie Gorton – Senior Business Systems Consultant

What’s next? 

We enjoyed meeting with a variety of contacts and are looking forward to welcoming some new Gold-Vision customers. This exhibition was a great success for us, and we are already looking forward to 2020. Next year’s B2B Marketing Expo takes place on the 25th and 26th March 2020 and we will be repeating the Masterclass. Session details will be available in the upcoming months. 

Keep your eyes peeled 

We will continue to explore these topics and will soon be introducing a webinar series that will help your business succeed by putting CRM at its heart. Keep an eye out for more information on our website.  

Do you want to find out more about Gold-Vision? Get in touch today to find out what Gold-Vision CRM can do for you.

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