Presenter: Ruth Stevens
Broadcast on
Thursday, February 01, 2007
Duration: 90 minutes
Cost: $129
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B2B marketers have a variety of media channels available for customer acquisition. There's direct mail, email, search engine marketing, trade shows, online advertising, offline advertising ... the list goes on and on. How do you decide which medium is the best for your prospecting efforts? And once you've identified the right media channel, where do you go to find the most effective sources?
In this information-packed session, we will discuss the media opportunities available to B2B marketers for customer acquisition. We'll cover the standard workhorses, like mail, phone and trade shows, as well as the new options, like prospecting databases and insert media. We will also introduce some very new tools that are showing signs of positive results for B2B direct marketers.
Join us for a 90-minute review of B2B media selection in direct marketing, covering the media options available and how to think about applying them to your customer acquisition campaigns.
Marketing professionals seeking to build fresh skills in direct marketing.
Ruth Stevens consults on customer acquisition and retention for both consumer and business-to-business clients. She has held senior marketing positions at Time Warner, Ziff-Davis and IBM, as well as two Internet startup companies. Ruth teaches graduate students at Columbia Business School, is past chair of the Business-to-Business Council of the DMA and is currently president of the Direct Marketing Club of New York. Crain’s BtoB magazine named Ruth one of the "100 Most Influential People in Business Marketing in 2002." She is the author of two business books: The DMA Lead Generation Handbook and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She studied marketing management at Harvard Business School and holds an MBA from Columbia University.
Of the participants who evaluated this seminar, 87% would recommend it to a colleague. Some of their comments:
"Not just fluff, but really applicable and actionable strategies."
"Good overview of what's working and not working in B2B lead generation with some excellent ideas for new avenues to consider."
"Ruth is a great presenter. She provided broad and in-depth information. Highly recommended!"
"Best webinar I've attended, covering a lot of territory, with plenty of examples and insight/observations. Goes well beyond a superficial review."
"Sophisticated, not for the novice marketer, about a 5,000 foot view."
"The most useful MP seminar I've been to yet."
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