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Learn MPG’s ‘engage, monetise, scale’ methodology for community marketing

What is a B2B community?

  • B2B communities: definition of ‘community’ – real world examples
  • Micro-communities & online communities: the communities within your communities – why they’re important; how to identify and approach them

MPG’s community growth marketing models:

  • Engage, Monetise, Scale: a framework for approaching community development and marketing to deliver the best long-term results
  • Community Development: breaking your community down into levels that are easy to understand and practical to approach
  • Community Sponsorship Monetisation: framework for monetising your community via sponsorship; where the greatest revenue opportunities lie and how to support these with marketing

Mapping your community:

  • Mapping your community ecosystem: understand what a community map is and how to create one
  • Creating community groups (CGs): what community groups are and why they’re critical to community marketing success
  • Building effective messaging: overall approach and how to tailor messaging to each community group

Community marketing’s key channels and tactics:

  • Website: how to optimise the customer journey for optimal engagement and monetisation of your community
  • Content: what it is (and what it isn’t); why it’s so important in community marketing – incl. events, articles/blogs, reports, video etc.
  • Email: ground-rules for driving engagement, revenue and scale
  • PPC: the role it plays in community marketing and how to create a strong PPC strategy to engage, monetise and scale your community
  • Social media: maximising social engagement for impact
  • Advocacy: activating community advocates to build your community brand reputation and grow your community
  • Online chat groups: setting up and optimising the right approach

Measuring success of community marketing:

  • Track engagement and other key metrics from community marcomms: what is possible to measure and how to put practical, meaningful community marketing measurement in place
  • Analyse and act on community marketing results: turn analytics and data into valuable intelligence for marketing decision-making

 

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Your Trainers

Helen Coetzee

Helen Coetzee
Co-Founder & CEO

Dominic Bird

Dominic Bird
Senior Marketing Associate

Toby Daniels Founder Social Media Week (acquired by Adweek)

I cannot recommend MPG highly enough. Their commitment and unique expertise in data-driven, digital and integrated marketing has been very valuable to Social Media Week. They’ve been instrumental in helping us build our brand and community online and offline, and their product marketing performance has also been very strong. We’re delighted MPG has been on our team!

Claire Urry Executive Director China-Britain Business Council

MPG delivered a great series of tailored marketing workshops for the team at China Britain Business Council. This helped us formulate our membership growth strategy and gave us useful, practical guidance on improving our digital marketing tactics.

Chris Lester Head of Events Bauer Media

The consultancy, outsourced marketing and inhouse training MPG has delivered for Bauer has been brilliant. We’ve enjoyed working with various MPG marketers and specialists – they’ve become part of our team!

Irene Schultz-Gerstein Senior Manager Association of the Luxembourg Fund Industry (ALFI)

The marketing training MPG delivers is very valuable. We’ve gained new knowledge and skills about the latest content-led and digital marketing techniques – essential for communicating with our international audience of senior business executives.

Tania Marshall Global Marketing Director FT Live - The Financial Times

The marketing training programme that MPG delivered for my team was exactly what our marketers needed as strong inbound and digital skills are now so critical. The delivery and format of the training was tailored to what we needed and had great impact.

Trusted by leading organisations & brands globally

  • Ascential
  • Financial Times
  • Informa
  • ALFI
  • InfroProDigital
  • ABTA
  • Procurement Leaders
  • PEI
  • China Britain Business Council
  • BauerMedia
  • Questex
  • Future Insights Network
  • Newton Media Group
  • Strategy Institute
  • Soko Media
  • Clear Path Analysis
  • Arden Media
  • Sense Media
  • CIOT

Find out more about masterclasses

Choose from a range of masterclasses where your team can ask questions and discuss current challenges in a private, 'closed door' environment.

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