MPG Newsletter | Summer 2024

by Anna Stone, on 15/08/2024

With the end of the summer fast approaching, this is the perfect time to join MPG for a refresh and reset “retreat”, so you can recharge for the second half of the year. While we can’t promise warm sandy beaches and sunrise yoga, we can promise to reground you in the foundations of marketing excellence.

Here’s your H2 check-in to see where you might need to give yourselves some extra TLC:

  • Do you have a GA4 property lurking in your account which hasn’t been set up?
  • Are you reluctant to deep-dive into the analytics because you feel less confident with the new interface?
  • Are your PPC campaigns spending money like a leaky bucket and you’re not sure where it’s going and how to stop it?
  • Do you have an all-inclusive approach to your email marketing because you’re lacking the database quality and processes for better targeting?
  • Are you asking your marketers to be all things to all parts of the business – build a brand, drive leads, grow the audience, bring in sponsors and support sales?
  • Are you commanding your spot in the market, and holding your competitors out?

In this newsletter, we will help you to determine if your digital advertising, web analytics (including GA4), and database are 5-star. By ensuring you are excelling in these key marketing areas, you can deliver first class performance across commercial partnership and audience acquisition. We’ve got cheat sheets for you to help with that too – keep reading.

On the MPG retreat, we encourage you to post your #bestmoments. If you find the below articles valuable, share them with your colleagues and networks, then sign up to receive upcoming insights straight to your inbox.

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#1 GA4 for B2B media & events businesses: your 7-step guide to success

While Google extended the deadline to switch over to GA4, MPG have seen recent examples of companies who haven’t yet committed to the switch over. Over the last few months Google has created a GA4 property for all of those that hadn’t done so actively. This is your sign to take the leap into the deep blue waters of GA4.

But there’s no need to fear drowning with MPG’s 7-step guide to success.

While the terminology is different, and the interface may look unfamiliar initially, start with the same first principles i.e. define tracking objectives and key performance indicators (KPIs) to align with your business goals. With a clear focus on what you need, you can configure the measurement features across your website and registration platform. Setting up the right reporting means your team can continually monitor user journeys (and abandonments) and optimise performance of your digital properties.

READ THE FULL ARTICLE

#2 What every event marketer should know about PPC/Paid Media

Digital advertising is the proverbial pool lilo. It looks great once you’re floating along peacefully, cocktail in hand, knowing the return is rolling in, but blowing the thing up in the first place, let alone getting onboard, is enough to cause a splash.

Managing PPC or Paid Media campaigns requires a unique set of skills and expertise – which is why having a dedicated agency partner or specialist digital marketing team for your event campaigns is essential. More than that, handing this critical channel over to a non-event specialist is like having a puncture in that lilo – watch your PPC campaigns sink, along with your budget.

With an event offering that’s changing all the time – as speakers get added, sessions get confirmed and sponsors come onboard – you need a nimble ads approach. With MPG’s understanding of event intricacies and the unique campaign momentum changes, we’ve captured the key questions you need to be asking to drive ROI and five PPC metrics every event marketer should be paying attention to on a weekly basis.

READ THE FULL ARTICLE

Also of interest: Senior event leaders talked about all things PPC and Paid Media in a roundtable event earlier this year. Read their top 5 takeaways

#3 Is your database scuppering your event marketing campaign?

There’s nothing worse than not doing your research and turning up at a resort which simply ‘isn’t your crowd’. People are part of the experience. That’s why your event’s database isn’t just a list of contacts; it’s the beating heart of your event marketing strategy.

As campaigns ramp up, and the email frenzy takes hold, it never feels like you have a chance to get on top of your database. With MPG’s all-inclusive “review and recommendation” package, you can evaluate your data throughout the whole lifecycle, including data collection, storage, maintenance, governance and usage. Use our top recommendations to drive commercial performance, and follow a roadmap for implementing. Even if your mobile data fails you, you’ll no longer be lost with MPG’s guide to event database management.

READ THE FULL ARTICLE

#4 Marketing to grow sponsorship revenue: why it’s important and how to get it right

This post was sponsored by … #ad. You may not be a social media influencer, but senior event executives know how important sponsors are to a successful event. For many conferences it makes up the majority of the revenue target; it de-risks the event with earlier committed revenue and adds credibility, which will attract attendees.

For something so important to the commercial security of your business, there’s a strong argument for dedicating specialist resources to sponsorship marketing. Most event companies do this within their sales function, with separate sponsorship and delegate sales teams, yet they don’t replicate the same in their marketing. There’s a recognition that it’s a “different type of sale” so it follows that it’s a different type of marketing too.

Need more to convince company stakeholders? Read this blog for examples of what is important in sponsorship marketing that’s not relevant to delegate acquisition.

READ THE FULL ARTICLE

Also of interest: Make your case with this tried and tested methodology to achieve strong YOY revenue growth. When you see more MQLs and higher conversion rates, your argument will soon make itself. Click here.

#5 Reserve your spot [around the pool]

Just as competition is rife around the pool for the sunbeds, so too is the competition to get people to attend your event. You can’t switch off your delegate marketing. You need a 365 approach to engaging your audience.

While there might be some down-time between events, this is the time to press the reset button and tackle everything above, your GA4/analytics, your digital advertising and database hygiene because it’s back to business-as-usual before you’ve had a chance to say ‘pina colada’.

Thankfully, MPG is the malibu to your pineapple juice. With over 10 years of experience, we bring the perfect mix of marketing excellence in delegate marketing. With cross-channel experts and hundreds of integrated marketing campaigns delivered, you can sit back and relax knowing your events are in good hands.

DISCOVER MPG’s CONFERENCE MARKETING SERVICES

We hope that the insights we’ve shared in this newsletter will help you take a moment to breathe and smell the sea, before making waves in your event marketing with MPG.

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Mastering PPC for events: marketing leader roundtable discussion – 5 key takeaways

by Sue Stevens, on 27/06/2024

MPG’s recent roundtable discussion brought together senior event marketers to talk about PPC (pay-per-click) and paid media strategies.

Here are 5 important things we all took away from this session…

#1 Lead time, planning, preparation & an evolving approach are all essential ingredients for a strong ROI

A good lead time, strong planning and thorough preparation is essential for successful digital advertising. Starting around 25 weeks before the event is ideal, although beginning earlier can also lend advantages. The right lead time depends on the size and nature of your event, budget available and your objectives. Your ad approach should evolve as the event does, providing richer information as the product develops. Starting early and using the best available content and messaging is always important.

Talk to Team MPG about how we approach planning for the PPC/Paid Media campaigns we manage for organisers of conferences and exhibitions. Get in touch >>

#2 Retargeting and geofencing are smart ways to hit the right people at the right time

Bringing back web visitors who have previously engaged with your event marketing and website is a smart way to nurture your funnel. And focusing your campaigns and spend on specific geographic areas when you know your ideal customers will be there (e.g. when a competitor event is running) is also an intelligent way to hit ‘the right people at the right time’.

What to know more about geofencing and results achieved by MPG using this method? We’d love to chat. Contact us today >>

#3 Measuring and benchmarking conversions: don’t invest in PPC or paid social without this in place!

It is tragically common to see event organisers pouring money into digital advertising without any idea of the true ROI. Why is this disastrous? 2 reasons…

  1. PPC and paid social are the most measurable marketing activities you can invest in. Metrics you focus on will depend on campaign objectives, should be benchmarked on a regular basis (ideally weekly), and should appear in regular reports. The most important metric, when tying performance directly to revenue, is your average cost for generating leads and registrants i.e. CPA (cost per acquisition).
  2. Digital agencies have managed to persuade the events industry to spend millions on campaigns and then report ‘performance’ using the largely meaningless metrics of CPC (cost per click) and volume of traffic to the website. 

Money wasted on PPC/Paid Media because agencies or internal specialists are not being held accountable with proper performance reporting needs to stop. At a time when marketing budgets are already squeezed and marketing ROI is more important than ever, wasting money on poorly measured and therefore poorly optimised campaigns is tragic.

MPG’s unique suite of marketing measurement dashboards include one specifically focused on PPC/Paid Media. Ask for a demo >>

#4 Ongoing knowledge sharing and collaboration is needed to make platforms work for events businesses

Committed digital advertising specialists, including those in Team MPG, will work hard every day to make sure they understand how ad platforms algorithms are working and changing over time. Bringing experts together as we did at our recent roundtable is an example of the kind of knowledge sharing and collaboration that is needed to get ahead. These kinds of meetings and discussions should be happening frequently within businesses and between event organisers and their PPC agencies.

Do you want to be invited to a future marketing knowledge sharing and collaboration roundtable? We do these in-person and online – covering a variety of topics focused on achieving strong, visible performance from your event marketing efforts. Contact us to request invitations to future MPG roundtables >>

#5 Educating stakeholders about PPC is essential

This empowers them to understand the value it brings and how to best leverage it for optimal results. PPC is very powerful and effective when it is well done. But it is not a ‘quick fix’. Gaining the advantage with well-managed PPC requires a strategic mindset, good organisation, forward planning and consistent effort.

Event marketers need to ensure easy-to-understand performance dashboards are in place and visible to all stakeholders. Results need to be communicated well, consistently and meaningfully. If senior stakeholders and budget owners can see how PPC is performing and be confident in its power to drive growth and create value – they’ll want to invest.

If you want a complimentary 1 hour consultation from Team MPG on how to ensure your marketing efforts and results are well communicated to your senior stakeholders, let us know. Or maybe you’re a senior stakeholder or budget owner who wants better visibility of your marketing ROI? Get in touch and we’ll schedule a call with you >>

Overall, the roundtable discussion reinforced the inherent complexity of managing PPC and paid social, and how easy it is to waste a lot of money on this channel if the experts being trusted are not doing what they need to do.

At the same time, there is a growing and burning need for this channel to work well for event organisers, especially when email deliverability has become much more problematic in recent months.

We all have to get on this digital marketing train, whether we like it or not. And we need to make sure those we’ve entrusted with the controls really know what they’re doing!

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Is your database scuppering your event marketing campaign?

by Sue Stevens, on 16/05/2024

As an event marketer, you will be familiar with the pressure of orchestrating a flawless event that leaves attendees buzzing. We want to ensure our emails look great and generate good engagement from the people who receive them. But…

  1. How can we ensure enough of the right people are on our database in the first place to feed into our email campaigns?

    and…
  2. How can we be sure the relevance, quality and completeness of the contacts we’re emailing are good enough for strong email deliverability?

Your database isn’t just a list of contacts; it’s the beating heart of your event marketing strategy.

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Here’s why your database isn’t just a list, but essential to the success of your event marketing:

  1. Size matters: aligning your database with attendance goals

    The size of your database should directly reflect the number of attendees you want at your event. For paid events, you can expect a conversion rate of around 1% – meaning for every 100 contacts in your database, you’ll likely secure one registration. For free events, the conversion rate is higher at 2% (1 registration for every 50 contacts), but you’ll need to account for a 50% no-show rate – so you should still assume 100 relevant records on your database will give you 1 attendee.

    It is important to bear in mind that these contact records will come from inbound activities and any kind of data acquisition. Regardless of how a contact has reached your database, it should still be included in email campaigns to promote your events. The key here is that these are relevant records and are handled well in terms of segmentation for targeted, relevant messaging – depending on demographics and behaviour of contacts.

  2. Know your audience: segmentation is key

    Understanding your audience is about demographics and behaviours that indicate two things:

    i) Relevance to your event: Are these the people you want in the room? It is important to have an event audience that delivers value for sponsors/exhibitors and makes sense in terms of peer-to-peer and buyer/seller networking.

    ii) Propensity to purchase: Have their previous behaviours indicated they’re likely buyers? Combining ‘intent’ behaviour with profile should give you a scoring system that means your nurturing and sales activities are focused on the right people.

    Relevant marcomms sent to people most likely to buy will also give your email campaigns a stronger engagement score, improving domain reputation and deliverability. So, don’t be tempted to ‘economise’ on tagging your database, and don’t be lazy about ensuring you’re creating segments for personalised, relevant email campaigns – or you’ll pay a high price in terms of poor email deliverability that may then spiral quite quickly beyond a point of no return.

  3. Quality over quantity: targeted data acquisition

    While having a large enough database is important, the quality of your data is even more critical. Ideally, you should fill any gaps in your database through targeted data research rather than relying on bulk data sources. Bulk data may come at a lower cost per record, but you’ll pay a dear price in other ways. Bulk-bought lists don’t give you strong coverage of all relevant contacts within companies in your ‘top tier’ companies – considering full decision-making units in play.

    Having high-quality data isn’t just about increasing registrations; it’s also about enhancing your email deliverability and engagement. A well-curated database elevates your domain reputation and fosters stronger connections with your audience.

  4. Timing is essential: database readiness

    To ensure a successful campaign, you’ll want to have your database in place at least 20 weeks before the event date. This lead time allows for proper segmentation, messaging development, and campaign execution, engaging your audience in the story of the event as it develops, and maximising your chances of attracting the right attendees.

  5. Extending your reach: multichannel engagement

    While your database is the bedrock of your event marketing efforts, it’s essential to complement it with other channels like PPC, an SEO-optimised website, social media and advocacy. These additional touchpoints extend your reach and contribute to overall engagement and domain reputation, further boosting your event’s visibility.

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Having a well-structured, large enough and relevant database should be your #1 priority when promoting your event, alongside having a website that converts visitors well. 

So even though ‘data’ is not the most exciting part of marketing for many, ignore it at your peril! 

When MPG hires event marketers, we always look for people who see the value and importance of data and enjoy the challenge and opportunity of ensuring the data set we’re using for clients’ campaigns is getting stronger by the day. We recommend you make in-house event marketing hires with similar standards in mind!


Get in touch to find out how MPG can help you develop and maintain a powerful database to drive your business forward. For over 10 years we have been helping our clients get their data right!

FIND OUT MORE ABOUT MPG’S DATABASE SERVICES

“MPG are true experts in B2B marketing databases. Their approach to making sure the right data is held in a system – in the right way – is strategic, systematic, and thorough. They also understand the martech elements really well, and know how to set up a tech stack and data flows to support automated database processes. Highly recommended as an outsourced solution for getting your marketing database in good order.”
Stephanie Williford, CEO, EB Medicine

GET IN TOUCH TO REQUEST A DATABASE AUDIT

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What every event marketer should know about PPC/Paid Media

by Sue Stevens, on 13/05/2024

Let’s talk about PPC (including Paid Media) and why it’s a game-changer for your event strategy. Pay-per-click (PPC) advertising is a powerful tool for event marketers, which requires specialised expertise to execute effectively.

Outsourcing your PPC campaigns to a dedicated team or agency partner is crucial for maximising your event marketing success. Here’s why: 

Managing PPC campaigns requires a unique set of skills and expertise – which is why having a dedicated PPC team or agency partner for your event campaigns is essential. While it may seem tempting to handle PPC yourself or have your general marketing staff take it on, this critical channel requires specialised expertise that most marketers simply don’t have and can’t realistically be expected to learn and stay on top of.

It’s not just about crafting catchy copy and setting up campaigns; it’s about understanding the intricacies of bidding strategies, keyword optimisation and ad placements. Plus, staying on top of the ever-evolving PPC landscape is a full-time job in itself.

Your PPC specialists also need to understand events well and work in the right way to support best-practice event marketing.

At MPG, our PPC team lives and breathes paid media. With years of experience under their belts, they understand the dynamic nature of events and tailor campaigns accordingly, from early bird promotions to tradeshow feature announcements and conference speaker reveals – they understand how PPC strategies should evolve as your event offering changes day by day. 

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How MPG’s PPC specialists work

  • Step-by-step operations: the process starts with an in-depth briefing to understand the target customers’ goals and motivations in their roles and around the event. Before setting up any campaigns, our PPC team develops customised strategies across a range of channels, including Google Ads, Microsoft Advertising, Facebook/Instagram and LinkedIn.
  • Campaign management: the PPC gurus constantly monitor and optimise campaigns, making real-time tweaks to capitalise on what’s working and quickly cut what’s not. Advanced tactics are used, such as audience layering, dayparting, geo-targeting, automated bidding, and constant creative testing to drive results. This also teaches the AI that is now built into all platforms to target ads better, which creates exponentially better results as time goes by.
  • Reporting quality: MPG’s real-time, detailed marketing ROI measurement reports provide visibility for our generalist marketers on how campaigns are performing and what our PPC campaign managers suggest for further improvements and updates as we move through the event marketing cycle, making it easy to understand where budget is best spent and how results are being improved over time.

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Questions every event marketer should be asking to ensure PPC campaigns deliver a good ROI

Creating effective PPC campaigns requires not only the initial creative and setup, but also consistent monitoring and adjustment to generate good quality leads and immediate registrations. As an event marketer, these are the questions you should be asking your PPC/paid media specialist:

  1. “Are my ads driving the desired actions, whether it’s form submissions or event registrations? Are conversions being tracked so I can see these results?”
    Tracking conversions is key to measuring campaign effectiveness. Understanding what’s driving conversions and ensuring the budget reflects this is key to driving results. When properly set up, tracking also teaches the PPC/paid media tools what is working, so the platforms themselves will adjust automatically to perform better for you.
    (If you’re unsure how to get this tracking right, contact us via our website and we’d be happy to talk you through how we do it for our clients.)
  2. “Which ad creatives and copy resonate with my audience and make them convert?”
    Analysing ad performance helps refine your messaging and alter your creative for better results and should be done throughout your campaign.
  3. Am I getting the most bang for my buck from how my budget is being allocated across channels, campaigns and the event marketing timeline?”
    Keeping a close eye on budget allocation across different campaigns and channels to optimise ROI is an essential part of a PPC/paid media campaign manager’s job.
  4. “How are my ads performing against the competition? Am I gaining – or losing – the competitive advantage in how my ads are being managed?”
    This is particularly relevant for Google Search campaigns to ensure your bids outperform the competition.

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Five PPC/Paid Media reporting metrics every event marketer should be paying attention to on a weekly basis

To gauge the success of your campaigns, keep monitoring these key metrics:

  1. Cost per acquisition (CPA): measures the cost incurred to acquire a new attendee or lead. Monitoring CPA helps in assessing the efficiency and profitability of campaigns.
  2. Revenue: tracking revenue generated from campaigns provides direct insight into its impact on your bottom line. Analysing revenue data empowers you to make informed decisions about budget allocation, campaign optimisation and overall strategy. Revenue doesn’t only apply if you’re selling delegate tickets. Revenue can be attributed based on how event attendees are enabling sponsorship and exhibition revenue. Attribution analysis is important here too (see the MPG Insights blog on Attribution Modelling).
  3. Website traffic: website traffic reflects the effectiveness of campaigns in driving visitors to your desired landing pages. Monitoring traffic helps evaluate campaign reach, audience engagement and overall brand visibility.
    (Interestingly, this is often the only metric agencies provide when asked to account for campaign effectiveness. But this is only one of the metrics that matters and should never be looked at in isolation.)
  4. Average costs: understanding average costs empowers you to evaluate which channels, campaigns, keywords and ad creatives deliver the best value for money.
  5. Competitive metrics: competitive metrics, such as auction Insights, provide valuable insights into the relevance and performance of ads compared to your competitors.
  6. Click-through rate: monitoring CTR helps to optimise ad copy, identify underperforming ads and maximise the effectiveness of your campaigns in driving user engagement and conversions.

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Having PPC/Paid Media specialists who understand events is essential for driving awareness, leads, and registrations. With the right strategy and execution, you can fill venues and maximise your ROI.

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Get Team MPG on board to help you achieve a stronger ROI from your event marketing PPC/Paid Media. We have a dedicated team of specialists who understand conference and exhibition marketing inside out. They understand how dynamic events are and how much attention campaigns need to achieve the results you’re looking for.

Contact us today for a quote. You won’t pay more than your current agency, but we are quite certain you’ll get better results working with Team MPG!

MPG’s analytics experts are fully trained and experienced in all aspects of GA4. We have helped many organisations understand their current setup and how it needs to be improved, and then we’ve helped them implement the necessary changes.

Get in touch to learn how we can help you get your GA4 set up right.

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MPG have taken our PPC to another level with their strategic approach and excellent customer service. PPC is an important area of investment for us as we expand our global reach and launch new products. We’re very pleased to have Team MPG on board and recommend them highly as a safe pair of hands.

Roy Maybury, Associate Marketing Director, Global Events & Networks, PEI GROUP

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GA4 for B2B media & events businesses: your 7-step guide to success

by Sue Stevens, on 29/04/2024

So, you’ve decided to level up your analytics game with Google Analytics 4 (GA4). 

Here is a step-by-step guide created by Team MPG’s GA4 experts to ensure you know where to start and how to achieve a good end result.

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STEP 1: plan and prepare

  • Define your tracking objectives and key performance indicators (KPIs) to align with your business goals.
  • Identify the events, conversions and user interactions you want to track within your digital properties (e.g. website, app).
  • Consider your data governance policies and compliance requirements, ensuring that your GA4 implementation adheres to privacy regulations and best practices.
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STEP 2: set up your GA4 account and property

  • Create a new GA4 property within your Google Analytics account for each digital property you want to track (e.g. website, app).
  • Configure data streams for each platform (e.g. website tracking code, app SDK integration) to start collecting data.
  • Set up data controls, including data deletion settings and consent mode, to comply with privacy regulations and user preferences.
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STEP 3: configure event tracking

  • Identify the events that are critical to tracking user interactions and conversions on your digital properties.
  • Use the GA4 event builder or tag manager to set up event tracking for key actions such as page views, clicks, form submissions, purchases and video views.
  • Implement custom event parameters to capture additional details about user interactions (e.g. product IDs, transaction amounts, video durations).
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STEP 4: enhance your measurement configuration

  • Explore GA4’s enhanced measurement features, such as scroll tracking, site search tracking, outbound link tracking and file download tracking.
  • Enable enhanced measurement settings for relevant events and interactions to capture additional data points automatically.
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STEP 5:  configure and segment your audience

  • Define audience segments based on user behaviour, demographics and engagement metrics to personalise marketing campaigns and content.
  • Utilise built-in audience definitions or create custom audiences using event-based criteria and user properties.
  • Consider integrating GA4 with Google Ads and other advertising platforms to leverage audience insights for targeted advertising.
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STEP 6: set up analysis and reporting

  • Customise your GA4 reporting views and dashboards to focus on the metrics and dimensions most relevant to your business objectives.
  • Set up automated reports and alerts to monitor key performance indicators (KPIs) and receive notifications for significant changes or anomalies.
  • Explore GA4’s analysis tools, including Exploration, Funnel Analysis and Path Analysis, to uncover insights and optimise user journeys.
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STEP 7: ongoing monitoring and optimisation

  • Regularly review your GA4 data for accuracy, completeness and relevance, making necessary adjustments to improve tracking and reporting.
  • Stay informed about GA4 updates, new features and best practices through official documentation, blogs, forums and training resources.
  • Continuously test and iterate on your GA4 setup to optimise performance, identify opportunities for improvement and drive better business outcomes.

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Implementing GA4 correctly is essential for every media and events business. Be deliberate, systematic and thorough about how you deploy GA4 to make sure you’re not leaving money on the table!

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MPG’s analytics experts are fully trained and experienced in all aspects of GA4. We have helped many organisations understand their current setup and how it needs to be improved, and then we’ve helped them implement the necessary changes.

Get in touch to learn how we can help you get your GA4 set up right.

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MPG developed valuable analytics dashboards for us that means we have constant visibility of how our website and other marketing channels are performing. This means our senior stakeholders can make good, data-led decisions about marketing investments.  We recommend working with MPG’s analytics and marketing experts!

Jenny Fazakerley, Head of FT Board Director Programme, FINANCIAL TIMES

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GA4: common pitfalls and big opportunities

by Helen Coetzee, on 23/04/2024

GA4, the latest iteration of Google Analytics, has become ubiquitous, whether through deliberate adoption or automatic migration by Google. How are companies faring with this transition? It’s a mixed bag, but our overall sense is that most organisations have a way to go before GA4 is doing the job it is meant to do.

Most companies have not set GA4 up in the optimal way. This means marketing cannot be measured, and company revenues and valuations are suffering. 

Some organisations were early adopters, especially those deeply entrenched in digital marketing and analytics.

But many organisations took a more passive or cautious stance, and some were simply unaware of what was needed. Businesses that are not data-centric didn’t pay much attention. Some that did were not sure about how to approach the full transition to GA4. Many analysts who were put in charge of the move to GA4 simply tried to replicate UA to GA4 and didn’t consider how tracking and reporting needed to be completely overhauled for GA4. 

From MPG’s perch, we are discovering most organisations do not have GA4 set up correctly – even when senior leaders think they do. This has significant implications for how marketing ROI can be measured, and also how audience behaviour is understood. At best this means marketers are flying blind, at worst opportunity costs in lost revenue and lower enterprise value are mounting up.

6 common GA4 pitfalls to avoid

  1. Treating GA4 like Universal Analytics: many made the error of applying the same strategies used for UA to GA4, failing to adapt to its unique data model and features.
  2. Misinterpreting event tracking: unlike UA GA4 prioritises event-based tracking over traditional pageviews, requiring a paradigm shift in tracking strategies. Misunderstanding event tracking undermines data capture accuracy and compromises user interaction analysis.
  3. Incomplete setup: rushing through GA4 setup or overlooking crucial tracking parameters have resulted in incomplete data collection, compromising decision-making processes.
  4. Cross-platform neglect: GA4’s enhanced cross-platform tracking capabilities provide holistic user journey insights across devices. Neglecting this aspect results in fragmented data, obscuring the understanding of user behaviour and interactions.
  5. Data privacy compliance oversight: with evolving privacy regulations like GDPR, ensuring GA4 compliance is paramount. Underestimating data privacy compliance risks legal liabilities and tarnishing your brand reputation.
  6. Procrastination paralysis: concerns about data migration or platform complexity have led some to procrastinate, hindering access to GA4’s advanced capabilities.

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7 GA4 opportunities you can’t ignore

  1. E-commerce tracking: GA4’s e-commerce tracking features provide valuable insights into sales performance and transaction metrics, empowering businesses to optimise pricing strategies and drive revenue growth.
  2. Enhanced cross-platform tracking: in today’s multi-device landscape, GA4’s cross-platform tracking capabilities offer a holistic view of audience engagement, essential for effective targeting and personalisation.
  3. Event tracking and measurement: accurate event tracking in GA4 is crucial for measuring event success and ROI, providing detailed insights into attendee behaviour and conversion metrics.
  4. Audience insights and segmentation: GA4’s audience segmentation features allow businesses to create custom segments based on various attributes, enabling personalised content and marketing messages. These audience insights enable businesses to tailor content, marketing messages, and event experiences to specific audience segments.
  5. Comprehensive data collection: GA4 provides advanced tracking capabilities across various digital channels, enabling businesses to gain insights into audience behaviour and preferences for optimised strategies.
  6. Real-time reporting and analysis: with GA4’s real-time reporting capabilities, businesses can monitor performance, track campaign effectiveness, and make data-driven decisions utilising real-time data.
  7. Data privacy and compliance: GA4 ensures compliance with data protection laws like GDPR, safeguarding user data and maintaining trust with the audience. By implementing GA4 using best practices and compliance requirements, media and events businesses can safeguard user data and maintain trust with their audience.

Implementing GA4 correctly is essential for every media and events business. The pitfalls could leave you seriously out of pocket, and the opportunities are too great to ignore. 

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MPG’s analytics experts are fully trained and experienced in all aspects of GA4. We have helped many organisations understand their current setup and how it needs to be improved, and then we’ve helped them implement the necessary changes.

Get in touch to learn how we can help you get your GA4 set up right.

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MPG developed valuable analytics dashboards for us that means we have constant visibility of how our website and other marketing channels are performing. This means our senior stakeholders can make good, data-led decisions about marketing investments.  We recommend working with MPG’s analytics and marketing experts!

Jenny Fazakerley, Head of FT Board Director Programme, FINANCIAL TIMES

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The big opportunity for B2B media and events: data and tech

by Helen Coetzee, on 19/04/2024

In March, Mx3 hosted an excellent 2-day event in Barcelona focused on innovation in media. At the end of day 2, I shared my key takeaways in this LinkedIn post, with #1 being: “How does an event business future-proof itself? By being data-centric.”

In Barcelona, I was privileged to be interviewed by the excellent journalist Adri Kotze, who quickly zoned in on the big data opportunity for B2B media and events businesses. 
Read the interview summary and watch the video here: Why it’s great to be in B2B media right now

Mature, strategic events businesses are data-centric.

This was a recurring theme at Mx3 Barcelona, with Questex CEO Paul Miller making it quite clear that this innovative and much-respected event organiser is putting data first. Informa’s CEO Stephen Carter has been saying for years that event businesses are data businesses, hence Informa’s huge investment in a centralised data management platform to power growth, profitability and value creation.

Truly data-centric organisations have embraced and embedded the concept and practice of placing data as a core, fixed asset that does not change regardless of the technology tools in place to store and deploy it. 

Sensible businesses know that technology is a means to an end. Data is the dog, and tech is the tail. 

Technology – whether purpose-built or platform-based – is a means to an end. The role of technology is to manage data, host it, move it and serve it up as needed – to deliver value for customers or to manage internal operations. 

AI is nothing more than a new form of technology that is focused on extracting even more value from data. And this data needs to be in good shape for AI to do its work. 

It is very important for marketers and decision-makers investing in marketing technology (including AI) to be mindful that the tools we invest in are all about data. The tools we choose and how we deploy should be focused on making data valuable and ensuring an organisation can be efficient, effective and scalable based on how data is managed.

Far too often, the tail wags the dog. The data is expected to fit the tech, not the other way around. This is where so many companies go wrong. You need a solid data strategy before you make any decisions about technology. Technology is the means, not the end. 

Team MPG can help you develop a data strategy and make good decisions about martech. Get in touch to find out more.

Working closely with MPG’s martech experts, we optimised our CRM and marketing automation setup so that we can now do smarter segmentation and more targeted, personalised marketing. Working with MPG is always a pleasure!

Robert Stead, Co-Founder & Managing Director, Sense Media Group

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Consent mode: what it is, and why event organisers can’t ignore it

by Sharise Wilkinson, on 14/03/2024

As data privacy regulations become increasingly stringent, the role of consent in marketing cannot be overstated.

For event businesses, understanding and implementing Google’s consent mode is not just a matter of compliance – it is essential for building trust with customers and delivering successful marketing strategies.

In this article, we will:

  • Explain consent mode in simple terms
  • Explore why it is important for event organisers to pay attention to consent mode
  • Take a look at the upcoming v2 of consent mode
  • Highlight a related development: Chrome’s phaseout of 3rd party cookies

What is consent mode?

According to Google’s help centre:

“Consent mode lets you communicate your users’ cookie or app identifier consent status to Google. Tags adjust their behaviour and respect users’ choices”

“Consent mode receives your users’ consent choices from your cookie banner or widget and dynamically adapts the behaviour of Analytics, Ads and third-party tags that create or read cookies.”

So, consent mode is a feature introduced by Google that allows businesses to adjust how their Google tags behave so that users’ choices (consent statuses) are respected. It enables websites to dynamically adapt to varying consent levels, ensuring compliance with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Why should you be paying attention to consent mode?

Events businesses need to use digital marketing to attract attendees. Consent mode is therefore highly relevant for the following reasons: 

  1. Marketing performance: by respecting user preferences regarding data collection and targeting, businesses can deliver more relevant and personalised marketing campaigns, leading to higher engagement and conversion rates – and therefore more revenue.
  2. Customer trust: adhering to data privacy regulations is not just a legal requirement. Most importantly, respecting your customer’s data and preferences builds and maintains their trust in you.
  3. Compliance risk mitigation: non-compliance with data privacy regulations can result in hefty fines and damage to reputation, both of which can have significant repercussions for your business. 

Consent mode v2: what’s coming and why it matters

Google is continually refining its tools to better serve businesses navigating the complexities of data privacy. Consent mode v2 is expected to provide even more flexibility and control over how user consent is managed within digital marketing strategies.

Understanding v2 will enable you to deliver effective marketing while maintaining user trust and good compliance. V2’s enhanced features include improved consent measurement and reporting capabilities, both of which will feed valuable intelligence into your marketing analysis.

Preparing for consent mode v2

Here are the three things you need to do to be prepared for v2:

  1. Stay informed: look out for announcements from Google regarding consent mode v2 to understand its implications fully.
    A good way to do this is to subscribe to MPG Insights as we will be publishing relevant updates here as they are announced.
  2. Review current practices: evaluate your existing consent management processes and tools to identify areas for improvement and ensure alignment with upcoming changes.
    If you’re not sure how to do this, drop us a note in this form and we will let you know how we can help you.
  3. Set up a cross-functional collaboration: ensure your heads of marketing, legal, and IT work together to create and execute a robust strategy for implementing consent mode v2 effectively.

Look out for Chrome’s phasing out of 3rd party cookies

In addition to consent mode updates, you should also be aware of the impending phaseout of 3rd party cookies in Google Chrome. This change will have significant implications for your digital advertising and tracking practices, necessitating a shift towards alternative strategies such as 1st party data collection and contextual targeting.

The phaseout of 3rd party cookies underscores the importance of building direct relationships with customers and leveraging 1st party data to deliver personalised marketing experiences. Events businesses that proactively adapt to this shift will be better positioned to navigate the evolving digital landscape – enabling them to survive and thrive.

Understanding consent mode, v2 and embracing 1st party data will ensure you and your business are ‘future-proofed’!

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What 2024 holds for events businesses (and AI)

by Helen Coetzee, on 10/01/2024

Back in May 2023, when AI was coming into sharp focus for all business leaders, we wrote this blog post about how senior executives in B2B media and events businesses should respond. Our challenge to business leaders at the time was ‘are you asking the right questions?’…before you start looking for the answers!

This piece from 7 months ago included Team MPG’s prediction that live events would become more important than ever – with these observations:

“…have we considered yet how incredibly important live events are going to be in a world where AI becomes mainstream? In-person business meetings will be where professionals can be confident that they will connect authentically with real, highly relevant people with whom they can build real relationships, and from whom they can learn in a trusted, ‘safe space’.

…as the early aftermath of the pandemic has shown us, people will always love attending a gathering of their ‘professional tribe’ – in real life. AI will not replace live events.

…if anything, AI will make live events even more important for the B2B media/events businesses who want to ‘build a moat’ around the communities they serve.”

Based on how well events businesses are performing and how attractive they are looking to investors as we head into 2024, it’s safe to assume we made the right predictions.

And it would be wise at this stage to revisit two more key points:

#1 If your tech stack and first party data are not well set up and managed you won’t be able to use the most powerful AI tools – for marketing, sales, creating value for sponsors, or growing audiences and engagement.
#2 The best martech and event tech platforms have offered machine learning for some time that most event organisers are still not using, and are now rapidly rolling out new AI features.

AI is not just about ChatGPT creating copy and Adobe Firefly creating images. These quite tactical generative AI tools were the focus of the hype in 2023. Easy and simple to deploy, these types of tools will probably have the least overall impact on events businesses.

The ‘game changing’ developments in the coming months will be in how AI tools are deployed to leverage your first party data to create customer experiences before, during and after your events that are more relevant, engaging, and valuable. And that is where the golden nuggets of AI will be found in 2024…

 

Team MPG can help you accelerate the growth of your B2B events – get in touch to find out how.

AI can only revolutionise your business if you have a clear marketing strategy, strong value proposition, growing and well managed data set, integrated tech stack, and well-optimised website. Talk to Team MPG about how we can help you build a resilient, future-proof marketing function.

 

What our clients have said about working with Team MPG:

“MPG did a great job assessing our digital marketing and marketing operations requirements – considering our business goals. They developed a robust strategy, followed by a practical operational roadmap to help us further improve how we use technology to support marketing and sales performance. It has been a pleasure working with the MPG team!”

Jonathan Perry, Global Marketing Director, PEI Group

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AI is not optional

by Helen Coetzee, on 29/09/2023

AI is now with us in a big way – especially for marketers. It’s not the future, it’s not optional, and it won’t steal your job if you see it as an enabler rather than a threat.

Team MPG has been working with AI tools for many years, including the ML and automation that has been available in CRM and marketing automation platforms for some time now. This is not new.

So, what is new?

Here are 2 things that have changed in 2023…

  1. Generative AI tools have become more accessible and affordable, enabling efficiency and scale in many marketing tasks such as planning, copywriting, video creation and image creation.
  2. There has been an exponential rise in how clever platforms have become in ensuring the right messages reach the right people, at the right time. Google Ads in particular are now delivering better ROI, as are email campaigns – when fed with well-structured data.

We’re very excited about what AI means for marketing.

Marketers can now be a lot more efficient, spend less time on repetitive, manual (boring!) tasks. They can now focus more on developing strategies and campaign plans that have a direct impact on the growth of revenues, profits, and enterprise value.

Below are just some of the resources we have recently created for MPG’s clients and wider network. (Have a look, and please let us know if you think we should be focusing more on some AI applications and tools not covered in these MPG Insights articles):

If you would like Team MPG’s advice on how you should be using AI for your marketing, please get in touch!

CONTACT US

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AI in marketing: insights from MPG’s roundtable for Renewd

by Lucy Peppercorn, on 14/09/2023

AI remains an area of particular interest for B2B marketers. At Renewd’s recent 3-part AI roundtable series for B2B subscription, membership and event professionals, MPG took to the stage for the marketing-focused session to facilitate discussion around the tech’s ongoing development.

Here are some of the key topics we discussed and what the senior marketing and business leaders in attendance told us:

Marketers are still in the experimentation phase with AI

When asked to name the tools their teams have been using, attendees shared a broad range. AI darling ChatGPT was the most mentioned, with transcription tool Otter.ai winning similar favour for its advanced note-taking credentials. GA4 – recently imposed on marketers, willing or not – excites with its AI data crunching capabilities.

Amongst the lesser-mentioned tools, applications varied. Automation from Zapier, image creation from Photoshop and Canva, and copy creation from copy.ai and Oktopost – to name just a few. Marketers remain open to trialling tools and pitting them against one another in various functions.

What’s clear is that marketers are still experimenting with tools – often with overlapping functionality – in a bid to find the ones that will make a real difference to their work.

The question is: will, or can, this experimentation ever end? With almost daily announcements of new AI tools and AI functionality additions and enhancements to already embedded tools such as HubSpot and Canva, we should expect ‘test and learn’ to be a bigger part of every marketer’s life.

Finding tools and understanding their usage remains a key challenge

We asked the roundtable attendees to score their teams on the most relevant skills to AI adoption and usage (graph below). The common weak areas remain those related to finding and properly deploying the AI in the first place. Prompting, a key competency for ensuring tools are working at their best, was the lowest-scored skill.

Marketers will need more time, and in many cases focused training, to get the best out of their new AI companions.

Score your marketing team on a scale of 1-5 on the following skills

… but marketing teams are well-equipped to harness AI once they understand its functionality

When it comes to the skills that will really help marketers long term, things were more positive. Attendees scored their teams higher on strategic thinking and soft skills – both key competencies if marketing is to continue being the champion of AI within businesses.

Understanding how AI fits into broader strategic goals will help marketers remain focused on improving output and results, instead of being distracted by flashy tools that don’t deliver value. 

In a similar vein, attendees were more confident that their teams have sufficient copy editing skills to refine the output of AI tools drafting emails, social and other content for them. Despite the impressive leaps in AI copywriting, a human touch is still essential – for now.

Creative vision will separate the early adopters from the laggards. Marketers who are not afraid to step out of their comfort zone and review existing processes through an AI-lens will find new ways of working, freeing up time for them to focus on more valuable strategic work.

The future is full of opportunities

Prompted on where they see AI going in the context of marketing over the next 6-12 months, attendees once again provided a range of opinions. From improvements in AI video creation options to implications for hiring new marketers – including making AI a competency to check for during the interview process.

However, there was a recurrent prediction of consolidation, with agreement around the fact that through competition and acquisitions – the AI options available will filter down to more elegant and comprehensive solutions that combine functionality that is currently scattered across different tools.

View the full session

You can view the full recording and access the slide deck we shared at the links below.

WATCH SESSION
DOWNLOAD SLIDES
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Marketing Strategy Briefing for B2B Intelligence, Media & Events Businesses – August 2023

by Helen Coetzee, on 23/08/2023

What will make the biggest difference to your marketing performance?

As we head towards the final months of 2023, we start focusing our ‘strategic minds’ on 2024 and beyond. The annual planning and budgeting cycle will start very soon and has already started for many businesses.

For senior executives focused on events, this can be a very challenging time, as the intense budgeting process overlaps with a very busy period of delivering important events that bring in a significant portion of 2023 revenues to fund 2024 operations and growth.

Marketing is emerging as a critically important function for business success. Strategically minded leaders are spending more time and money on ensuring they have the right marketing people, systems and processes in place to enable scale and profitability. 

Smart investments made in marketing over the coming months will move the dial for many businesses in 2024. Here is where we recommend you focus these investments:

#1 Optimise your customer database to reach the right audience with the right message

Those with strong 1st party data have been smashing it in 2023. By ‘strong’ we mean:

  • Good market coverage i.e. having enough of the right contacts on your database to achieve your commercial targets
  • Well-tagged contacts for segmented campaigns and targeted, relevant comms to successfully engage and monetise your audience
  • A well-defined and well-executed process to continually maintain and grow your compliant, relevant data set
  • A systematic method to analyse and act on customer insight on audience interactions.

Studies by Google and Boston Consulting Group have found that using 1st-party data to engage audiences with personalised marketing results in 2.9x revenue growth and 1.5x cost savings.

A valuable, optimised database relies on having an ongoing, systematic process. Much of MPG’s work in 2023 has focused on helping our clients put this process in place to achieve sustainable growth. We use HubSpot’s easy-to-follow Database Lifecycle Management Model, a simple 5-part framework that delivers good results. The 5 parts are:

  1. Data cleaning: contacts can become unusable over time and may need to be suppressed, refreshed or removed. 
  1. Data collection: capturing the right types of contact data and enrichment data is key to success. 3 methods need to be in play here at all times:
    • Lead generation/data capture forms
    • Data cleaning via automated and manual processes
    • Data acquisition – which we recommend is done via a trusted 3rd party data research specialist (contact us for a list of recommended providers)
  2. Data usage: when deciding what data to collect, it’s important to understand how contacts will be used for marketing purposes. Impactful, targeted campaigns rely on well-tagged data.
  3. Data storage: all customer and prospect data should be stored in a fit-for-purpose system or well-integrated tech stack. This is absolutely essential if you want to scale your business. (MPG are official implementation partners for top-of-the-range systems, including HubSpot, Adobe (Marketo) and Active Campaign. Get in touch if you need help sourcing and putting in place the right system for your business).
  4. Data maintenance: your customer and prospect data should always be ‘ready to use’ and this requires ongoing, systematic maintenance via automated and manual processes.

Can we help you develop, maintain and continually grow your 1st party data?

MPG’s database experts have extensive experience in planning and managing the essential work needed to give you a strong database that enables effective, targeted marketing and sales campaigns. Contact us to find out more.

#2 Use analytics for data-led decision making on your marketing investments

‘Shooting in the dark’ is no longer an option. Using marketing and sales analytics in the right way is a priority for the smartest business leaders. Team MPG has seen that a well-structured reporting and decision-making process based on robust analytics delivers good results – again and again. 

In today’s data-driven landscape, it is essential for marketers to have analytical skills to understand customer behaviour, track campaign performance, and create effective strategies. 

If you use Google Analytics, you need to make sure GA4 has been set up in the right way to give you the data points you need. Google’s previous analytics product – Universal Analytics (UA) was phased out in July.

Here are some of the key features of GA4 that make it a much more valuable tool than its predecessor:

  • Cross-platform tracking: GA4 can track users across multiple devices and platforms, which gives you a more holistic view of your potential customer’s behaviour.
  • Flexible reporting: GA4 has more flexible reporting options, so you can create custom reports to meet your specific reporting needs. In addition, GA4’s default attribution model is data-driven attribution – a new, dynamic approach that uses algorithms to distribute credit for conversions based on each channel’s click interaction, taking into account all touchpoints throughout the customer journey
  • Enhanced predictive analytics: GA4 uses machine learning to provide more accurate predictions about user behaviour. This can help you to improve your marketing campaigns and make better business decisions.
  • Better integrations: GA4 is more tightly integrated with other Google products, such as Google Ads, Google Search Console and Google Marketing Platform, making it much easier to optimise campaign performance.
  • Metrics and dimensions: GA4 has a new set of metrics and dimensions designed to be more flexible and comprehensive than UA. For example, GA4 has a metric called “Active Users” that tracks how many unique users have interacted with your website (or app) in the past 7 days. This metric is more helpful than UA’s “Total Users” metric, which only counts the number of users who have visited your website or app at least once.
  • Enhanced predictive analytics: GA4 uses machine learning to provide more accurate predictions about user behaviour. This can help you to improve your marketing campaigns and make better business decisions.
  • Data model: in UA, data was collected in sessions, which are defined as a group of user interactions that happen within a certain time period. In GA4, data is collected in events, which are individual interactions that a user takes. This makes GA4 more flexible and scalable, as it can track a wider range of user behaviour.

Can we help you get your marketing and sales analytics and reporting into good shape?

MPG’s analytics experts have extensive experience in auditing and implementing GA4, as well as training our clients in-house marketers and analysts on how to get this tool working optimally.
We have also built marketing and sales reports for many businesses to give senior executives and marketers ‘at the coalface’ the intelligence they need to make good strategic and tactical decisions.
Contact us to find out more.

#3 Be more effective and efficient with AI marketing tools

ChatGPT has sparked many debates about the opportunities and challenges presented by AI. Participants of a recent roundtable hosted by MPG shared how AI is being used in their businesses, and how they’re approaching AI going forward. The 6 key takeaways from this Marketing Leaders discussion were: 

  1. Most marketers are in the early stages of adoption, experimenting with various tools. MPG has identified the following tools to help event marketers.
  2. AI is augmenting, not replacing existing processes – for now.
  3. AI tools cannot replicate the deep understanding marketers have of their audiences and products.
  4. AI used well should help marketers’ automate more processes, meaning they will have more time for this kind of strategic thinking and planning to better support revenue generation and business growth.
  5. Marketing technologists who can deploy AI well will play a more important role going forward.
  6. Governance and privacy issues raise tricky questions, and marketers are being encouraged by inhouse lawyers to exercise caution – or not use tools like ChatGPT at all.

MPG sees one of the most important applications of AI being attribution modelling – ensuring you have strong visibility at all times of which marketing initiatives are delivering a good ROI, and which ones are losing you money. Here is more on this important topic.

Do you need a marketing strategy that includes tried & tested AI tools?

Technology should not be the tail that wags the dog, but is a very important enabler to marketing success. MPG’s marketing strategy and martech experts can help you develop a marketing strategy that incorporates AI to help you reach the right audience with the right message more effectively and more efficiently, and measure the performance of various marketing initiatives with
Contact us to find out more.

#4 Get maximum mileage out of your marketing budget

Marketing campaign budgets have come under pressure 2023. This is unlikely to change in 2024. Marketing leaders need to make sure the money they put into various marketing channels and tactics delivers results, and these results are visible.

Email marketing will continue to be an incredibly important marketing channel for all marketers, especially for attracting high-quality event attendees and generating leads for sponsorship and exhibition salespeople. Here are some conference email marketing do’s and don’ts to help you get this channel working at its best.

Another important channel for event marketing is paid media – sometimes referred to as pay-per-click (PPC) and digital advertising. PPC can quickly become expensive if you don’t approach it strategically and with the necessary rigour in execution. When set up and managed well, paid media can be a cost-effective way to attract and engage event attendees and generate leads for your sales teams to convert to bring in more sponsorship and exhibition revenue.  

Social media also plays a crucial role in boosting brand recognition, generating awareness, and delivering organic leads and registrations. Social media is also important for maintaining year-round engagement with your community. Effective social media usage relies on:

  1. Messaging and content strategies backed by a deep understanding of your audience gleaned from social listening and competitor analysis
  2. Posts optimised for discovery and using high-quality, on-brand creative assets
  3. Amplified reach by leveraging brand advocates and influencers 
  4. Automated processes for streamlined posting, monitoring, tracking and measuring

Can we help you achieve better results from email marketing, paid media or social media?

MPG’s marcomms experts have a wealth of knowledge about how to make all your channels work well and deliver strong ROI.

Contact us to request a call to have a chat about where your marketers could be doing better.

#5 Embed important skills in your marketing function to future-proof your business

Doing marketing well is difficult. A marketing graduate straight out of university should have good, theoretical knowledge, but typically very little understanding of how to apply this to your business. And more experienced marketers from other sectors who have not worked in B2B media or events previously may find their way of marketing is not fit for purpose for your product set.

There 4 ways to get the marketing skills you need, and MPG recommends doing all four in combination:

  1. Hire the right people

    Look for analytical marketers who are good at problem-solving. You need people who are organised, systematic and productive. They also need to be good communicators and great at stakeholder management.
  2. Complement your in-house team with external experts – engaging partners strategically for long-term success.

    Having a flexible, skilled supplementary workforce who can fill important skills and resource gaps is a huge advantage. Having strong partners on board and supporting your in-house team will help you retain your best marketers and consistently deliver good results in all areas of your marketing.
  3. Train your in-house marketers in the kind of marketing they need to do:

    There are specific and different approaches needed for marketing to attract delegates to conferences, visitors to exhibitions, sponsors and exhibitors.

    These approaches are also very different to how subscription marketing should be done to attract and retain subscribers. Don’t underestimate the differences in marketing these different types of products.

    Your marketers also need help in getting to grips with the critical data, martech and digital tools they need to deploy confidently and competently.

    Invest in their training to keep your marketers performing well, motivated and engaged.

Build a stronger, future-fit marketing function with MPG

MPG Academy’s trainers are B2B marketing practitioners whose ‘day job’ is delivering strategies, operations and campaigns for a range of B2B media and events businesses.

Get in touch to find out about the training we can deliver for your team.

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