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LIVE WORKSHOP
The Marketing Leader’s Guide to
Growing Pipeline With Less Traffic
August 28 | 6:00 PM BST |
10:00 AM PDT | 90 Minutes
Practical strategies for improving conversion rates and growing
pipeline on B2B websites — beyond eCommerce tactics
Michael McCann
Head of Conversion & Personalisation
John Wilkes
Director of Conversion Strategy
WHAT YOU LEARN IN THIS STRATEGIC LEVEL WORKSHOP
Precision Over Generic Solutions
Learn diagnostic techniques to pinpoint friction points that, when fixed, deliver the fastest and most significant results across your channels. Sustainable growth stems from focusing your team on the real issues, rather than generic best practices.
Committee-Centric Journey Design
Different stakeholders care about different things. CFOs scrutinise ROI. CTOs need to understand integration. Procurement checks risk. You’ll gain a framework for mapping out these competing priorities and designing journeys that help every key decision-maker progress confidently through the funnel.
Optimisation for Complex Sales Cycles
AI is transforming how people search, but decisions are still made by human teams. This workshop shows you how to reach those humans in the right way, at the right time and help your teams build journeys that accelerate pipeline growth.
WORKSHOP PROGRAMME
- Geared Toward : Senior Marketers
- Industry: B2B
- Level: Strategic
SECTION 1
JOURNEY FRICTION MAPPING
How to help your team find the specific issues you are facing and design experiments around them, with live examples.
SECTION 2
MOTIVATION AND FRICTION ANALYSIS
This qualitative lens helps you understand user experience through five essential components and the key psychological factors that influence buying decisions.
SECTION 3
THE COMMITTEE PLAYBOOK
We’ll demonstrate specialised techniques to address the unique dynamics of B2B decision-making and how to effectively handle the range of people interacting with your brand.
WORKSHOP ENDS
Introducing the Test What Matters Framework
A systematic methodology for identifying and optimising the conversion moments that drive real pipeline growth. Built specifically for marketing leaders managing teams and agencies, this framework helps you focus resources on initiatives that deliver compound results across complex B2B buying journeys.
Certified and Award-Winning Account-Based Marketing Agency
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