“A little bit of show & tell: behind the scenes of major new B2B marketing initiatives” March’s Sales & Marketing Forum included presentations by: Vince Kerr, Founder, BeCounted and former Executive Director of Marketing, UK and Ireland, Fujitsu, and Oliver Potter, Head of Enterprise Marketing, Telefónica UK It’s no secret that there’s a relentless pressure on B2B marketers to become more accountable for business results, but the real work to make it happen goes on behind the scenes. Our speakers shared their experiences of: Establishing a structure that closely integrates marketing with sales and account teams Tracking and reporting on the ROI of new initiatives Shifting marketing so it plays a leading role in bringing to life (and even shaping) business strategy and propositions

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17. Enterprise Marketing
Oliver Potter
March 2013

18. • Synonymous with
mobile
• Relationships:
vertical sector &
events
• Bandwidth
constrained
• Embracing digital
• Start-up structure
with end-to-end
accountability • Leveraging O2 and the
brand
• Bringing consumer to
B2B
• End-to-end
reorganisation
• Content-led with both
digital and physical
• Clear accountability

19. Thank you