Creating High-Performance Landing Pages for Demand Generation

Anna Talerico, Executive Vice President, ion interactive, inc.
Arden Buchanan, Regional Marketing Director, Wellpoint Healthcare

Landing pages are the best way to improve your online conversions, and this session will help you create effective pages that improve lead quality and quantity. We’ll discuss how to generate more leads through landing page best practices and analysis. With real-world landing page examples and case studies, the presentation will include actionable advice that can be applied to landing pages immediately including utilizing segmentation, engagement and conversion paths to improve landing page results.

You will learn:

• 6 best practices to improve your online conversation results today
• A model for evaluating landing page ROI
• Essentials of a post-click marketing program

Building Customer Loyalty on the Social Web

Becky Carroll, Founder, Petra Consulting
Michael Brito, Social Media Strategist, Intel

In this session, we’ll discuss a case study about how Intel engaged directly with consumers on several different social media channels including Facebook, Twitter and the consumer technology blog. You will get an inside glimpse on how engaging with customers through each of these channels resulted in deep brand engagement and one-to-one dialogue. You’ll see the ways Intel listened to customers and how they determined when, why and how to engage. We’ll also review how Intel measured the success of these interactions.

We’ll be expanding on this topic at the Digital Marketing Mixer. Join us in Chicago to see how other big brands deepened their relationships with customers using social media.

Keynote Presentation:
Engaging with Customers Where they Are, with Content they Value

Tina Brown, Renowned Magazine Editor, Best-Selling Author & Founder of TheDailyBeast.com
One thing is clear, Tina Brown is an expert at knowing what kind of information and content her audiences value and delivering it the way they want it to see it. Something marketers try to achieve every day. Tina Brown will provide a thought-provoking keynote presentation using examples from her spectacular 25 year career about the importance of understanding your customers. She'll talk about why, with her latest project she has gone from print to online and how TheDailyBeast.com is using online technologies such as Twitter, blogs and social networking to engage with their community of readers.

For more about the keynote presentation click here

It’s Not Just About Monitoring: Knowing When to Engage in the Conversation

Jennifer Zeszut, CEO, Scout Labs
Allison Rhodes, VP of Marketing, OpenDNS
Tim Supples, Director of Social Media & Technologies, Citrix

Companies are monitoring what is being said about their products and services on the social networking sites, Twitter and in the blogosphere. But the question is, what do you do with all that information and when does it make sense to engage in the conversation? Social Media may have been first embraced in the PR department, but the best companies (of all sizes) are letting social media penetrate deep into the organization and letting it inform marketing, sales, service, research, and even product development. Through a case study with OpenDNS and other examples, we’ll expand your thinking about how the voice of the customer might be used in your organization to help you build better products and sell more. We’ll talk through real-life examples of using social media for lead-generation and customer acquisition, real-time customer retention, proactive customer service and more. You’ll learn:

• When to jump into the conversation and when to hold back
• Best practices that you can implement within your organization tomorrow.

Killer Content: The Lifeblood of any Successful Online Community

Kathy Warren, VP Program Strategy & Management, Powered, Inc.
Natanya Anderson, Vice President, Content Strategy and Development, Powered, Inc
Kari Homan, Digital Strategy: Social Media Program Manager, HP

Content is king – a fact that’s never been more true than it is today, but marketers still find it difficult to deliver on the promise of customer-centric content. Issues like staffing, access to subject matter experts and the challenge of moving away from brand-centric communications can make delivering trusted content difficult. Yet customer-centric content is a marketing powerhouse, evolving brands from the role of “advertiser” to trusted advisor, creating relevance for thriving branded communities, and directly impacting key business objectives like increases in affinity, sales, advocacy, and wiliness to recommend. Based on this ability to deliver real business results and its role in effective social marketing, it’s important that marketers learn to develop content that aligns with audience needs. In this session you’ll learn the secrets of creating valuable content to support your branded community initiatives. Topics will include:

• Case study of a branded, content-driven community
• Tips and best practices for developing content that will keep customers engaged with your brand long after they make a purchase
• Guidance on how to measure the success of your content We’ll be expanding on this topic at the Digital Marketing Mixer. Join us in Chicago to see additional examples of successful customer communities that provide valuable content and increase customer loyalty.

Integrating Social Media into Your Marketing Mix to Achieve Greater Results

Sandy Carter, VP, SWG Channels and Social Media Evangelist, IBM Corporation

When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater response. We’ll show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. We’ll review 3 B2B examples with specific results and 2 B2C examples.:

• A step-by-step framework to develop a plan that you can act on today
• Where social media tools and technology fit in your marketing mix
• How to drive results that impact leads and revenue

Using a Multi-Touch Approach to Engaging and Nurturing Sales Prospects

Scott Voigt, Vice President of Marketing, Silverpop
Bob Gallagher, Vice President of Marketing, WorkForce Software

It’s essential for B2B marketers to focus their lead generation efforts on nurturing and qualifying existing leads, not just acquiring new leads. But with prospects being inundated with offers and information, how can a company engage with a prospect and move them from being a warm or cold lead to a sales-qualified lead? In this session, you will learn new ways to reach out to prospects and gather the types of information necessary to better engage with them and greatly increase the percentage of truly sales-ready leads you send through the pipeline. This session will demonstrate the actual progression and interaction with a real prospect, from interest to conversion, and the strategies and tactics behind each step.

Optimizing Website Conversion Rates through Better Testing and Usability

Alissa Ruehl, Manager of Website Effectiveness Consulting, Apogee Search
Kent White, President & CEO of Oregon Employees Federal Credit Union

In difficult economic times, marketers often need to squeeze more out of existing website traffic, so conversion rates improvement can’t be ignored. This session will focus on how your website main pages must work in combination with campaign landing pages and your overall marketing programs in order to optimize conversion rates on your site. Few B2C websites have the luxury of single page conversions like some B2B lead generation websites do. Even if you grab the visitor’s attention on the homepage and pull them in further, you have to keep their attention and continue pulling them through the sales process. We’ll cover:

• Segmenting your visitors in order to send them to more relevant landing pages
• Improving usability on the main pages of your website for increased conversions
• Why, When & How to Test

Twitter Success Stories

Presider: Ann Handley, Chief Content Officer, MarketingProfs
Beth Harte, Community Manager, MarketingProfs
Connie Bensen, Alterian
Mike DiLorenzo, Director of Social Media and Strategy, NHL.com
Nate Kartchner, Social Media Marketing Manager, Decho

Twitter encourages everyone to tweet 140-character messages, from the silly to the serious. In the right hands, however, this social- media tool rises above ordinary chit-chat and transforms into a far- reaching, powerful business tool. In this session, hear how real companies are achieving their marketing objectives, 140 characters at a time, using Twitter to reach potential customers and devoted fans directly. These Twitter-savvy business owners increased their sales, built brand awareness and established strong community presences, one tweet at a time. You will also hear 8 tips to getting started to see how you can begin to apply the lessons of their success.