In our Marketing Leaders podcast we bring you the fourteenth episode: “30 exclusive meetings a year to attract B2B customers”.Today, Pau Valdés interviews Sergio Lumbreras , head of Buy A Motorcycle Owner Mailing List and communication at Alhambra IT , a technology company with a presence in Spain, France, the United States, Brazil, Uruguay and Argentina, and which has been a supplier for large organizations such as Toyota , Volkswagen , Siemens , Telefonica , TNT , the Ministry of Defense of Spain , KPMG and Deloitte (two of the “Big Four” worldwide).Sergio has been in the marketing area of the company for more than 17 years. Throughout all that time, he has perfected a strategic formula that combines traditional with digital, face-to-face meetings with online content and automation. All this working in a synergistic and powerful way, providing excellent results in the generation of demand.Listen on Spotify ❘ Listen on iVoox ❘ Listen on Apple Podcasts In this podcast, Sergio and Pau talk about:In what way are traditional and digital strategies combined in Alhambra IT?As for traditional strategies , small-committee type events are held (1 every 2 weeks) with clients and potential clients. The secret of the success of these events is that each discussion revolves around three key elements:Alhambra IT’s business offer (focused on the potential client).The advanced technology of a manufacturer (which solves a need of the potential client).A real success story (showing potential clients the results of implementing said technology together with Alhambra IT services).Regarding digital strategies , specialized technical content is constantly generated, mainly whitepapers, which help to attract leads through the inbound marketing methodology.
These contents often focus on the most important issues of the petits committees.How do you accomplish the feat of organizing 1 petit B2B committee every 2 weeks?The following personnel work together for each petit committee: sales team + marketing team + managers of each business area , the latter depending on the service they want to offer at the event (cloud, cybersecurity, unified communications, among others) . In this way, it is possible to distribute and streamline the work among professionals, each one focused only on tasks of which they are experts, but sharing the same common objective: to add value to potential clients.How to facilitate the generation of specialized technical content for marketing?Generating technical content with a high level of specialization is often a difficult challenge for all companies, since technical experts do not have time available for tasks related to marketing. At Alhambra IT, for years some work methodologies have been perfected between the marketing and IT teams that allow them to overcome this challenge.For example, from marketing, with a journalist specialized in technology, a series of forms are created focused on extracting as much and the best possible information from each expert, thus avoiding them having to face a “blank page” .
From these resolved forms, the technical contents are generated.Is it always necessary to attend trade fairs and congresses to capture B2B leads?Many times, organizations attend fairs and congresses due to the phenomenon known as FOMO (fear of missing out or “fear of missing something”). However, it is not always necessary to participate. In the case of Alhambra IT, massive events such as congresses and fairs are of little use in generating B2B leads. Therefore, it is important to stop spending time and effort on activities that are known to be ineffective for the business.In our podcast # 9 – Back To The Basic: a magazine and a boutique event , Gonzalo Soria, Forex Email List manager at Zertia Telecomunicaciones, also talks about the keys to the success of B2B boutique events or petits committees , and why the events Massive events such as fairs or congresses have not worked for Zertia to attract customers either.Hear the detailed explanation of these topics right now or download the episode and listen to it whenever you feel like it.You can also check all the episodes of Marketing Leaders here.If you have any questions or have any questions for Sergio or Pau, we encourage you to leave them in the comments section so that they can solve it for you.If you want us to notify you of each new chapter of the Marketing Leaders podcast, subscribe in the following form.