Presenter: Hugh Macfarlane
Broadcast on
Thursday, August 12, 2004
Duration: 90 minutes
Cost: $129
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The profitability of your marketing is significantly impacted by the path that customers take toward purchasing your products and services. To be effective, all B2B marketers must know how to:
This virtual seminar will give B2B marketers the practical tools to increase marketing profitability in their organizations. Based on the MarketingProfs premium article series, "The Marketing Profitability Path: Mapping Your Journey," you will learn the details of how you can make the concepts work for your business. This educational presentation will show you how to gain the insight you need about the two most critical marketing dynamics of your own business: the funnel, or path customers take from lead generation through customer acquisition, and the return on your marketing investment. Armed with this understanding, you are on your way to drive marketing profitability.
Marketing professionals at all levels, particularly in B2B industries.
Hugh Macfarlane is founder and managing partner of MathMarketing, the Australian sales and marketing effectiveness company that advises AAPT, Aviva, AXA, Citibank, Colonial, Compaq, Computer Associates, GE, IBM, Optus, Oracle, Perpetual, Telstra, Zurich and others. He has now led over 150 marketing strategy projects for B2B businesses. Hugh’s book, The Leaky Funnel, is packed with fresh, key arguments for a major change in the way businesses organize and manage their combined Sales and Marketing resources. Hugh’s favorite topic and passion is the sales funnel - Macfarlane is "the funnel guy." His message to business is simple: Earn more customers by aligning Sales & Marketing to the way businesses buy.
Jim Lenskold is principal of Lenskold Group and author of Marketing ROI: The Path to Campaign, Customer and Corporate Profitability (McGraw-Hill, 2003). Jim helps marketers in all types of organizations to develop a proven path to accurately measure the efficiency and effectiveness of all marketing expenses – from targeted price reductions to direct marketing campaigns to revamped distribution channels – and to use that data to increase the bottom line return for their organizations. Jim is a former marketing executive with AT&T, where he developed strategies and implemented consumer marketing programs that helped the organization evolve from a telecommunications monopoly into a respected innovator and competitive marketing organization.
Of the participants who evaluated this seminar, 57% would recommend it to a colleague. Some of their comments:
"Excellent analytical and process approach to maximizing closure on customers, linking sales and marketing together and optimizing the marketing investment."
"This session had great information that can help us in our quest to improve the lead generation/management process. You've got to listen to the recording!"
"This idea could help us link promotion to results. We suck at that and even when we do an awesome job promoting a product, we still don't get recognized for it or get budget increases."
"Bring your calculator!"
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