12:00pm–1:00pm ET

The Art of Getting In: Opening the Door to Sales

Speaker:
Spyro Kourtis, President and CEO, Hacker Group

B2B marketers have a small, tightly targeted universe to work with. And within that limited number of companies, only a handful of key executives decide—or influence the decision—to buy your products or services. Get them to say 'yes' and you're set up for a sale. But before your message ever reaches them, it's likely to encounter several layers of diligent screening. We'll present lead generation strategies that get through to the qualified recipient and work in the digital world.

In this session:

• You'll understand how to get past the gatekeeper and into the hands of the decision makers
• You'll be able to identify the right media mix for your product
• You'll learn how to ensure alignment between your marketing and sales efforts
• You'll find ways to test successfully when dealing with a constrained universe

1:30pm–2:30pm ET

How to Make Your Website a Lead Generation Machine

Speaker:
Bob DeStefano, President, SVM E-Business Solutions

Sure you have a website, but are you turning enough visitors into leads for your sales funnel? Your answer can be the difference between a website that is a money-maker and one that is nothing more than a glorified brochure.

You will learn:

• How to attract prospects from search engines, social media, online PR and ‘webified' traditional marketing
• The best online lead generation techniques that most companies fail to use
• Small website fixes that generate big leads
• When to use campaign-specific landing pages and microsites
• How to measure your lead generation success

3:00pm–4:00pm ET

Driving B2B Leads and Sales with Social Media Marketing

Speakers:
Kipp Bodnar, Inbound Marketing Manager, HubSpot
Kyle Flaherty, Director of Marketing, BreakingPoint Systems

Conversations and engagement have long been the focus of social media. B2B marketers, however, must not only understand how conversations can drive transactions, but how to equate those into measurable results. This session will provide insight and best practice examples for B2B marketers working to generate leads via social media and detail how to measure the results. The session will also address integrating social platforms into all lead generation campaigns and using analytics to improve future results.

You'll learn how to:

• Integrate social prospecting into lead generation strategies including webcasts, events and email drip campaigns
• Use tools to measure the impact of social prospecting on revenue using CRM and web analytics
• Educate and encourage your salesforce to do simple things within social media to impact lead generation