IAB B2B Forum: Maximise your B2B digital strategy for 2009

Event Info

Wed 21 Jan, 2009 at 12:00am
14 Macklin Street
London, WC2B 5NF, UK
Cost: Free (members/advertisers), £99 (non-members)


B2B marketing can be hugely different to consumer facing campaigns, particularly when using online advertising, but it can also be incredibly powerful when used correctly.

This essential IAB afternoon forum will give you everything you need to use internet advertising correctly to attract, convert and retain customers in the B2B sector. Whether you are entirely new to internet advertising, or are simply looking to refine your skills, this event will equip you with actions to take back to your teams, improve your business systems and ultimately increase your return on investment in 2009 and beyond.

The IAB has been providing educational material and thought leadership in the B2B sector for many years through its B2B Council. Consisting of the industry’s leading experts, the Council has put together an agenda that is packed with case studies, helpful tips and facts. It will cover most forms of internet advertising from a strategic perspective, including search, email, display and video marketing.

At the event, the B2B Council will also be launching their latest publication with every delegate receiving a free hard copy.


12.45 - 1.15pm
Arrival and lunch

1.15pm - 1.30pm
Chairman's welcome and B2B Market Overview
Joel Harrison Editor for B2B Marketing

1.30 - 2.00pm
ATTRACT – Innovative online thought leadership
Hanne Tuomisto-Inch - Banner Corporation
Andrew Sibley - Head of Brand & Advertising - Cisco Systems
Cisco’s European head of brand and advertising, Andrew Sibley, will shed light into Cisco’s worldwide experiences and strategies in branding and marketing to business and IT decision-makers in the digital space. Cisco, one of the IT industry's leading innovators, is a good example of a company that is at the forefront of innovation in digital marketing. Online is key to all Cisco's communications from enhancing brand experience to launching new products.


2.20 - 2.50pm
CONVERT – Delivering business intelligence through digital acquisition 2 x breakaway sessions: long and short closing cycles
Edward Weatherall - Concep

Matt Cooksley - Global eMarketing Manager - Cushman & Wakefield LLP
Long closing cycles: Cushman & Wakefield is the world’s largest privately held real estate services firm with 221 offices in 58 countries and more than 15,000 employees. The firm offers a complete range of services to various clients, from small businesses to Fortune 500 companies. Based around the long cycle, if you choose to attend this session you will learn how to convert clients for larger purchases that require a longer period of consideration.

Alastair Douglas - Simply Business
Short closing cycles: If you run campaigns within quick closing cycle sectors, this session will be perfect for tips to improve upon your campaigns from an expert in this field. Simply Business is the UK’s most popular business insurance and finance portal, using many internet advertising tools including search to deliver undeniably good results.

2.50 - 3.20pm
RETAIN - The role of Internet marketing in Retention
Richard Bush - MD - BaseOneGroup
Retention is key, we all know that, but what role can the internet play in developing and retaining our most valuable customers. In this interactive session we’ll be investigating the retention potential of a whole range of web based techniques from search to virtual seminars.

3.20 - 3.40pm
FUTURE – 2009: an IAB insight
Guy Phillipson - CEO - IAB UK

3.40 - 4.00pm
Q & A



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