Originally recorded August 19, 2020.

This presentation reveals some of the best tactics for formulating a successful B2B marketing plan for our changing times. Learn how to approach the new digital marketing trends, how to adapt them for an industrial
world, and how to appeal to the new B2B Millennials that are making the purchasing decisions today.

Learning Objectives:

• Understand basic elements of B2B marketing

• Develop an understanding of the 21st-century customer, who is immersed in the digital world

• Learn the basics of measuring digital marketing, including metrics that tie back to ROI

• Understand how digital marketing defines the brand

• Learn strategies for enabling your team to engage with the digital world, creating accessible content, customizing for a niche target audience, and utilizing video for communicating information

Presenter: Hailey Cassidy, Global Branding and Digital Marketing Leader, Americhem
Hailey Cassidy holds a BSBA and MBA in Marketing Management from Youngstown State University. She
has over 7 years of experience in industrial marketing from working on Agency side and Client side.
After her role as Vice President at a marketing agency, she is now the Global Branding & Digital Marketing
Leader at Americhem. In this role, she strategizes and manages the global marketing plan for all segments.