Marketing Roundtable

Info for New Members - About Marketing Roundtables

The roundtable series is aiming for top executives, marketing managers or officers from VDMA members in China to inform them about current lead topics that effect their new marketing strategy.

In cooperation with selected industrial and business experts the target is to provide VDMA Members who are having concerns and need strategic guidance for their operations in China. During the event you will have this unique opportunity to discuss and exchange ideas with your peers from marketing perspective, and learn from the experts and from each other.

Presentation 1: Increasing Revenue through Marketing-led Digital Transformation——A deep dive into B2B Marketing

Introduction:

The B2B industry started from the traditional marketing stage and has gone through multiple marketing stages such as acquisition-driven marketing, opportunity-driven marketing and revenue marketing. At the intersection, the connection between marketing department and sales has become closer than ever before. The marketing department can deliver MQL to sales, which directly generate revenue.

At the beginning of 2022, how can industrial manufacturing companies seize the opportunity of digital marketing transformation, make full use of their own private domain resources, and achieve better collaboration between marketing and sales departments to maximize revenue output?

Outline:

• Analysis of market trends and opportunities in 2022
• Overview of different stages of B2B enterprise digital transformation
• Utilize marketing data and sales tools to enable sales and increase conversion rate
• How does WeCom empower the digital transformation of B2B enterprises
• How to increase revenue through marketing-led digital transformation
• The core model of enterprise marketing structure
• Best practices of B2B enterprise digital transformation.

Presentation 2: Experience sharing: As a Marketer, how to survive in Matrix Organization

Introduction:

When we, Marketers are being in a very complicated organization structure, it is not easy to survive very well. Working with more than 40 stakeholders globally and locally cannot be easily managed just by Teams meetings, while Digital Transformation brings new opportunities as well challenges. How can we empower ourselves?

Outline:

• Everything starts from market analysis
• Customer journey analysis in different business lines
• Shape cross-functional marketing strategy by bottom-up plan
• Make sure to implement corporate branding in local strategy
• Alignment meeting with business stakeholders – global and local
• Create right contents and activities according to the aligned marketing strategy as well marketing tools
• If not possible to build the team by function, why not try to set up a team by business line?