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When: Wednesday 15th February 2017
7:45 AM to 9:00 AM
Where: Fire Restaurant
The Mansion House
Dawson Street, Dublin  2
Presenter: Diana Byrne, Head of Marketing Performance at Smurfit Kappa Group
Contact: Cecilia McLernon
+353 1 2160156

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Join us on Wednesday 15th February, for the February Marketing Breakfast - Precision B2B marketing techniques for clear and measurable ROI

In this B2B marketing masterclass, you will gain a top level overview of how, beyond supplying a product, you can become a strategic partner for your customers.

To illustrate the learning points, this executive session will look at a case study around the ‘See Things from a New Perspective’ B2B marketing strategy which Smurfit Kappa deployed through 2016. You will learn how this strategy, by leveraging both online and offline disruptive demand-generation activities, delivered strong results.

Key areas that this session will address:
How to be smart in your approach to customer engagement, based on segmentation
How to leverage market-led insight to differentiate your B2B brand in a rapidly changing and competitive landscape
How to create true alignment between marketing and sales, and deliver a robust opportunity pipeline 
How to combine digital and direct marketing activities to gain access to new decision makers and generate quality leads 
How to develop a suite of compelling sales enablement tools that gains the confidence of your salesforce
How to build a globally transferable marketing model that can be scaled easily and quickly
How to measure marketing ROI and link all marketing activity to commercial results 

Diana Byrne

Diana Byrne, is Head of Marketing Performance at Smurfit Kappa Group, she developed and led the ‘See Things from a New Perspective’ B2B marketing strategy.  Diana has almost two decades experience in B2B marketing and currently leads the global development of B2B marketing strategies and processes to increase profitable market share for Smurfit Kappa.  Prior to joining Smurfit Kappa, Diana spent over a decade in Australia where she founded Nutshell Marketing, a specialist marketing consulting firm that provided a range of results-focused B2B marketing and training services to empower fast growth companies to export successfully. 


This MII event is a rare opportunity to get an insight into a world leading organisation’s approach of the discipline that is B2B marketing. It is suitable for anyone carrying responsibilities for devising B2B marketing strategies.

Date: Wednesday 15th February 2017, (from 7.45am to 9.00am)
Venue: Fire Restaurant, next to the Mansion House, Dawson Street, Dublin 2
Cost:  €30 for non-members and €20 for
Signed In members (use username & password).

Payment for all our events must be made PRIOR to the event.

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The Marketing Breakfast is sponsored by Vizeum

Vizeum's promise is to drive business value through media for its clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure, ensuring that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. Vizeum has the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.

 The Marketing Breakfast is Sponsored By Vizeum

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