Marketing Profs

Day 1 - October 1, 2007

Opening General Session

8:30 am – 8:50 am

Setting the Stage

 

Roy Young, President, MarketingProfs

Ann Handley, Chief Content Officer, MarketingProfs

Morning Intensives

9:00 am – 12:00 pm

Lead Generation ROI – Improving Measurements, Alignment, & Profitability

Moderator:
Jim Lenskold, President, Lenskold Group and author of Marketing ROI: The Path to Campaign, Customer and Corporate Profitability

Panelists:
Denny Head, Director, North America Integrated Marketing, Avaya
Ceri Jones, EMEA Marketing Director, Serena Software

You'll hear about best practices and innovative approaches to apply dashboard metrics, measurements, and analytics for lead generation to move marketing and sales from a mindset of "competing for sales credit" to one of "collaborating for sales credit." Learn how to:

• Use the customer funnel to guide strategies, assess profit potential, and integrate marketing initiatives from branding and lead generation through the sales cycle and delivery
• Manage both lead value and lead volume for more effective lead generation
• Improve closed-loop tracking to better inform targeting and tactical decisions
• Set the right metrics for your management dashboard
• Use effective measurements and analyses to show marketing impact and contribution

 

Email 360: Boost Response Throughout the B2B Customer Life Cycle

Moderator:
Stephanie Miller, Vice President of Strategic Services, Return Path

PANELISTS:

Scott Barnett, Email Marketing Manager, Citrix Online Division

Brian Ellefritz, Senior Manager of Customer Relationship Marketing, Cisco Systems

Leslie Reiser, Program Director, IBM.com Marketing WW

Too many B2B Marketers still are designing email campaigns that in truth are just glorified broadcast blasts. This intensive has been designed for the B2B email marketer who is ready to move on to the next level and tap into the power of using email as part of a successful multichannel marketing program. Get a 360-degree view with examples and results of what’s working and what’s not in email marketing:

• The Subscriber View - What business professionals want from your email.
• The Prospector View - How email can be used effectively for acquisition and demand generation.
• The Seller View - Email opportunities for up-selling, cross-selling and retention.
• The Ambassador View - Using email to engage and build loyalty.
• The Program Manager View - Testing for higher return and optimization. 
• The Receiver View - How ISPs and receivers treat B2B marketing email. 
• The CMO View  - Measuring the effectiveness of the channel and determining the value of an email address.
• ...and more.

 

Customer Acquisition: Using Personas and Buying Scenarios

Speakers:
Tony Zambito, President/CEO, Goal Centric
Angela Quail, Senior Vice President of Customer Insights, Goal Centric

Learn how to develop insights-driven marketing, communications, and interactive web strategies. Understand how Personas and Buying Scenarios can provide an effective roadmap for relevant marketing communications that will get customers to act. You will learn:

• What Personas are and how they are useful in depicting customer buying behaviors.
• How to create a B2B "persona ecosystem" for diverse customer segments.
• How to use Buying Scenarios to understand buyer motivations and needs.
• How to translate Persona Insights into actionable demand generation and messaging strategies.

Luncheon Keynote 

12:00 pm – 1:30 pm

Made to Stick: Overcoming the Curse of Knowledge as Businesses Talk to Businesses

Speaker:
Chip Heath, Professor of Organizational Behavior at the Graduate School of Business, Stanford University, and  co-author of Made to Stick: Why Some Ideas Survive and Others Die (Random House, 2007)

Why do certain ideas - ranging from urban legends to folk medical cures, from Chicken Soup for the Soul stories to business strategy myths - survive and prosper in the social marketplace of ideas? These "naturally sticky" ideas spread without external help in the form of marketing dollars, PR assistance, or the attention of leaders. Chip will share with us what ideas stick in the B2B world, and how you can incorporate "stickiness" into your own marketing processes.

Afternoon Intensives

1:45 pm – 4:45 pm

Of Bubbling Beakers and Blue Crystalline Powder: How to Ensure Your Creative Campaigns Will Get a Reaction

Speaker:
Julie Wisdom, VP/Executive Creative Director, Babcock and Jenkins

R.D. Symms, Senior Copywriter, Babcock and Jenkins

Brent Wynn, Art Director, Babcock and Jenkins

This creative workshop focuses on integrating offline and online elements (both traditional and Web 2.0) into highly successful B2B campaigns designed to target anyone, in any market, at any point in the sales cycle and follow them through to close.

• Witness real-world examples of highly effective (and ineffective!) B2B creative.
• Learn about the ‘Bubbling Beaker’ approach to judging whether a creative approach will perform.
• Discover useful tips for determining the most appropriate creative package for a given audience.
• Learn best practices for integrating offline and online creative elements under a theme.
• Understand the role each medium plays in an integrated creative campaign.
• Learn the dos and don’ts of providing feedback to creatives.

 

Marketing’s New Role: Improving Sales Productivity Beyond Lead Generation

Speaker:
John Coe, President, Protocol B2B

While lead generation and qualification will always be important, marketing’s new (and very big opportunity!) is to create measurable programs to increase sales coverage, and thus improve sales productivity.  After this session, you will be equipped with a new vision plus actionable tools to become a more significant player in your company’s overall marketing and sales department.  In other words, marketing will now be able to take a seat next to sales... rather than behind it. You will learn:

• The challenges facing sales management, in an ever increasing competitive environment, to achieving sales goals.
• A five-step audit process to establish the specific areas for marketing to address.
• Customer segmentation models.
• Methods to outline the buying process and decision tree for development of the new sales coverage model.
• How to develop an accurate and actionable database.
• Communication strategies that help the sales person sell and retain customers.
• Measurement and metrics to justify the required marketing budgets.
• ...and more.

 

Is Your Website Getting the Job Done Right?

Moderator:
Karen Breen Vogel, CEO, ClearGauge

PANELISTS:

Jennifer Howard, Head of BtoB Markets, Central Region, Google

Amanda Lannert, President, Jellyvision

Robert Schumacher, Managing Director, User Centric

Alan Webber, Senior Analyst, Forrester

Most B2B marketers feel that they don’t yet have the right formula to ultimately convert visitors to qualified leads and customers, and to grow the revenue stream.  They also have to contend with relatively low (and sometimes stagnant) visitor-to-lead conversion rates, as well as forms abandoned midstream or just being ignored. Attend this session if you are looking for the testing and optimization methodologies and tools, and the surveys and usability approaches, to improve online offerings to engage and convert visitors in higher numbers.  (And buyer beware…some techniques used by B2C marketers are not cost effective or viable for B2B!) You will learn:

• Effective tools for understanding site visitor motivations and expectations.
• How to create the ultimate online consultative sales call.
• How to use A/B and Multivariate Testing in B2B for landing page optimization
• How to use widgets and gadgets to engage and capture interested buyers where they live.
• Create interactive conversations with new rich media applications that can capture prospect data, qualify and convert visitors all within a branded experience.
• When and how to add user-generated content.

 

Networking Reception & Dinner Keynote

6:30 pm – 9:00 pm

Branding Yourself for a Stellar Marketing Career

Speaker:
William Arruda, Founder, Reach Communications Consulting, and co-author, Career Distinction: Standing Out by Building Your Brand (Wiley, 2007)

Time Magazine says William Arruda is a leader in the growing field of personal branding. Forbes calls him a "Charisma Booster." And according to Entrepreneur, he’s THE personal branding guru. 

An internationally acclaimed public speaker, executive coach and author, William will share his branding wisdom and tactics that will help you see your career – and yourself – in a whole new light.

As a professional, your reputation is your most valuable career asset. Whether you're climbing the ladder at your current company or seeking a new job, in today's fast-paced work environment, you must proactively and continuously position yourself for success. Your credibility, visibility, personality, and personal style all make up your brand. Build and nurture your personal brand and you'll make yourself a must-have, can't-fail professional—and you'll do it without having to be someone you're not.

In this dynamic presentation, William will outline his proven personal branding process and provides case studies of successful professionals that will help you not only survive, but thrive, in today's dynamic and ultracompetitive workplace. You'll learn to manage your brand with innovative tools that enable you to differentiate yourself and stand out from your peers.

The increasing pace of change in the business world gives you less time than ever to make your professional mark. William will talk about how to express who you are and the value you bring to your organization — branding you as an indispensable, memorable, and unique professional. Success takes more than just hard work -- brand yourself and watch your career soar.

 

Day 2 - October 2, 2007

Opening General Session

8:30 am - 9:00 am

What’s New for B2B Marketers Panel

Roy Young, President, MarketingProfs
Laura Ramos, Senior Analyst, Forrester Research

Morning Concurrent Sessions

9:15 am – 10:30 am

How to Drive More Leads and Sales with Marketing Events

Speaker:
M. H. “Mac” McIntosh, President, Mac McIntosh Inc.

This session will provide proven strategies to maximize your leads and new business with online and traditional marketing events like webinars, live seminars and workshops, executive briefings, teleconferences and trade shows. You’ll learn:

 ·         When and how to use live and Web seminars, workshops, executive briefings, teleconferences and trade shows to move your prospective customers from awareness and interest to consideration and purchase;

·         A simple yet powerful four-step approach to making your events as successful as they can be;

·         10 things to do (and 10 things to avoid) in order to make your events as successful as possible;

·         The insider secrets for boosting your attendance and results.

 

Bringing B2B Blogging to the New Level

Moderator:
Josh R. Hallett, Owner, Hyku, LLC

PANELISTS:

Deborah Franke, eMarketing Manager, Emerson Process Management

Douglas Karr, Blogger, The Marketing Technology Blog

Phil Gomes, VP of the me2revolution group, Edelman

Ali Sales, President/Co-founder, Compendium Software

Blogging and other social media strategies are being embraced by an increasing number of B2B marketers, who are finding that their efforts are a great way to connect with customers and audiences on a broader and deeper level. In this session, a panel of social media pros will move beyond the basics and discuss blogger relations programs and other outreach efforts that help organizations build valuable relationships online.

 

Beyond Brochures: A Premium Approach to Building Credibility and Sales

Speakers:
Jonathan Kranz, Principal, Kranz Communications, Author of Writing Copy for Dummies 
Michael St. Jacques, Partner/VP Business Development, St. Jacques Marketing
Philip St. Jacques, Partner/Creative Director, St. Jacques Marketing

Too much time and money is spent on collateral that disappoints sales teams and worse, fails to reach or inspire potential customers. In Beyond Brochures, we’ll talk about a way of packaging your expertise that establishes your company’s authority, inspires credibility and trust, satisfies the sales team’s demand for worthwhile collateral, serves as premium offer for lead generation efforts, and moves prospects further along the sales pipeline.

Concurrent Sessions

10:45 am – 12:00 pm

Customer Message Management:  Increasing Marketing's Impact on Selling

Speakers:
Tim Riesterer, co-author of Customer Message Management and CEO and co-founder of CMM Group
Kelli Stephenson, Director of Sales Force Support, Experian

This session lays out a proven six-step, cross-functional process that aligns marketing and sales around the customer buying cycle. Together these traditionally disparate groups identify the repeatable conversations that take place with key decision makers, and then build the company’s best answers.  Ultimately, you'll ensure the right conversations take place on purpose versus by accident. You'll learn a structured approach for overcoming parity in your value propositions, elevating from products to solutions, improving the performance of B and C reps and channel partners... and more.

 

When Buyers Look, Will You Be Found? How to Increase Visibility and Profits with SEO

SpeakerS:
Karen Breen Vogel, CEO, ClearGauge

Terry Suppers, SVP of Web and Online Marketing, GE Corporate Financial Services

B2B companies who fail to show up in the organic listings on the key search engines run the risk of being considered irrelevant by their prospects and even raising questions of confidence among their existing clients. They are also missing out on connecting with influencers and buyers who are in their preliminary research period and for whom they can essentially write the RFP or at least influence it which has always been the desirable way to sell.  Forward-looking marketers have recognized the clear case for “balancing their portfolios” of marketing investments by establishing an organic search or SEO  foundation program  augmented by other marketing investments – both online and off. This session covers the full gamut of knowledge needed to start or improve an SEO program for a B2B marketer.  

 

Is There a Doctor in the House? How to Breathe New Life into Your Under-Performing Lead Generation and Customer Acquisition Programs

Speaker:
Russell Kern, CEO, The Kern Organization

Inga Broerman, Global Director, Interactive Media, Customer Communications, Siemans Medical Solutions

How many times have you launched a new direct marketing campaign and instead of ringing telephones or Web hits, you are paralyzed by the stunning silence of lost lead opportunities? ‘Fix it fast or fail’ is the mantra you keep hearing from your sales force, and your boss. If you want to keep pending disaster at bay now and forever, then the revealed proven strategies offered in this session are your lifeline.

You will learn how to:

diagnose weak points in your campaign before you deploy and what to change in underperforming campaigns to make them deliver.

evaluate and hone your media and offer strategies to pump up response rates, lead quality rates or improve conversion rates.

assess each part of your demand generation system to optimize your marketing ROI.

Luncheon Keynote Panel

12:00 pm – 1:30 pm

Marketing Champions: Inspiration from Marketers Who Are Making a Difference

Moderator:
Roy Young, President, MarketingProfs and co-author, Marketing Champions:  Practical Strategies for Increasing Marketing's Power, Influence and Business Impact (Wiley, 2006)

Panelists:
Eduardo Conrado, Vice President, Global Business-to-Business Marketing & Communications, Motorola, Inc.
Stuart Itkin,  former CMO, Kronos
Graham Weston, Executive Chairman, Rackspace

Marketing is the engine of any enterprise, driving top-line revenue and bottom-line profit growth. Yet Marketing is often misunderstood and undervalued... especially in B2B organizations.  In this panel discussion, B2B marketers will tell their stories of how they contributed significant value to their organizations, resulting in Marketing’s increased power, influence and business impact. From executives of leading companies, you will discover practical ways for aligning Marketing with Sales, convincing R&D staff to listen to Marketing about customer needs, and CFO-proofing the marketing communications budget.

 

Afternoon Concurrent Sessions

1:45 pm – 3:00 pm

How B2B Marketers Can Leverage the Power of Emerging Media

Moderator:
David Armano, Vice President of Experience Design, Critical Mass

Panelists:

Todd Andrlik, Director of Marketing and PR, Leopardo Construction

Mike Gamson, GM, New Business, LinkedIn 

Matt Lohman, Director of Business Development & Research, KnowledgeStorm

Rick Murray, President, me2revolution

Chris Yeh, CEO, Ustream.TV

Yes! B2B marketers can leverage the power of emerging media -- why leave all the fun for the B2C brethren? Learn how B2B marketers are leveraging blogs, wikis, podcasts, video, virtual worlds, social networks, and more.  Be inspired by the potential that exists in the emerging media space.

 

Word of Mouth Marketing: It Ain’t Just Hearsay!

Speaker:
Andy Sernovitz, Author, Word of Mouth Marketing: How Smart Companies Get People Talking

Everyone is talking about word of mouth marketing -- but what exactly should you do to create a word of mouth marketing campaign?  Which strategies apply to B2B products, and how do you turn consumer buzz tactics into a B2B tool?  Learn specific strategies to engage with key reference points and generate positive word of mouth about your brand.  Referrals have always been essential to the B2B sale.  Now you can accelerate their impact with new word of mouth marketing best practices, techniques, and technology. 

 

Four Case Studies in Marketing Operations: Systems and Processes to Improve Productivity and Grow Revenue

Moderator:
Beth Weesner, Principal, Marketing Transformation Services

Panelists:
Carrie Nedrow Bevan, Executive Director, Technology Process & Tools, JPMorgan Chase Investment Bank
Joe Schwartz, Director, WW Marketing Operations and Segment Marketing, WebEx Communications
Theresa Matonti, Director of Marketing Operations, Nortel
Bill Rainey, Sr. Manager, Marketing Operations, Hewlett Packard

Today, all organizations have high expectations for marketing:  Make the organization customer centric!  Measure the ROI of your marketing investment!  Align Marketing with Sales!  To meet these challenges and many others, the best Marketing organizations have learned how to use technology to make marketing more effective and efficient.  Learn how four successful marketing organizations have used end-to-end operational disciplines that leverage processes, technology, and metrics to run the Marketing function as a fully-accountable business.

Concurrent Sessions

3:15pm – 4:30pm

Leveraging New Digital Channels to Create Marketing Buzz

Speakers:
Paul Dunay, Director, Global Field & Interactive Marketing, BearingPoint
Robert Lesser, President, Direct Impact Marketing 

As everything becomes more networked, the possibility of always-on, always-connected, personalized media is becoming reality. And the potential for marketers is endless. But with the proliferation of new digital channels — such as blogs, podcasts, videocasts, RSS -- how do you leverage them to create some buzz for your product or service?  The presentation will cover the landscape of existing and emerging channels and a discussion of how best to apply them strategically. The speakers will illustrate -- with examples from real world experience and recent research — ways to help you add these tactics into your overall marketing mix.

 

B2B Marketing Needs A Makeover: New Research from Forrester and MarketingProfs

Speaker:
Laura Ramos, Senior Analyst, Forrester Research

Reaching decision makers and measuring marketing results represent key challenges B2B marketers face. But are they taking full advantage of direct and interactive approaches to generate attract buyers and engage prospects? Forrester believes it is time for B2B marketers to leave outmoded tactics behind, address prospects directly, and increase marketing's impact on revenue and customer profitability. Building on our survey of over 500 B2B marketers in 2006, Forrester Research presents new findings that track how B2B marketers adopt interactive tactics to generate higher quality demand and establish customer dialog much earlier in the buying process. 

 

Better Decision Making: The Power of Analytics

Speaker:

Paul Barsch, Director, Global Professional Services Marketing, Teradata, a division of NCR 

The business press is quick to point out poor decisions of business and marketing executives. To be fair, some bad decisions are due to a lapse of business ethics. However, most poor decisions result from a lack of consistent and reliable data and shoddy decision making processes. Adding insult to injury, many marketing executives are not taking advantage of available analytical technologies to help them better segment/target/position offers and gain a holistic view of the customer.  Better information leads to better decision making.  This presentation will discuss the value of better executive decision making, examine decision making processes and supporting technologies (analytics and data warehousing), review barriers to good decision making, and ultimately define an "ideal" organization as one which uses analytics to compete and grow customer relationships.