The way people search for products has drastically changed. B2B marketing plans seem to describe potential customers as if they are static up to a certain point, then all-of-a-sudden engaged. But buyers are seeking out information all the time through Google, blogs and social media. So how do you leverage this new buyer-behaviour in a B2B marketing plan that helps them move though your sales funnel?

Many businesses are failing to incorporate modern, inbound marketing techniques into their marketing plan. Search engine optimisation, business blogging and content creation, and social media engagement are all proven tactics that take advantage of the way prospects seek out information. So how to you tie them into your marketing plan and execute them for success?

At DemandCon in San Francisco this May, HubSpot’s VP of Customer Success Jonah Lopin will give his insights into the changing nature of business shopping, and offer actionable steps businesses can use in their marketing plan to take advantage of modern, inbound marketing techniques that convert more prospects into paying customers.

HubSpot is an internet marketing software company focused on generating inbound leads for its customers. How these tactics apply to your business, how many leads you need, and how they work with other tactics will be the key questions we answer in our B2B Marketing Planning Workshop on day 3 of DemandCon.


At the workshop, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.