Niche Online Communities: How to Profit from the Next Disruption

Email has been declared dead a thousand times already but it's still alive and kicking - and stronger than ever. Running an eCRM strategy without email is like swimming without water, it just doesn't work. In this session, email marketing guru Tamara Gielen will share what works and what doesn't when it comes to using email to manage customer relationships both in a B2C and a B2B environment.

Are you guilty of content dumping? Join Christine Crandell, President of New Business Strategies as she discusses the real numbers your marketing team should be accountable for.

Dave Scott, author of The New Rules of Lead Generation, will unlock the secrets behind marketing measurement and calculating ROI. He’ll then examine lead generation’s seven tried and true tactics through this mathematic lens. Attendees will leave able to measure and compare performance between marketing tactics, and track each tactic’s contribution to their organization’s bottom line.

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In an ever-changing digital world, the inability of some brands to respond to consumer needs has caused many stalwarts of the high street to disappear …. This workshop will explore some of the ways in which companies can look at improving customer engagement both for today’s market and for the market of tomorrow.

Head of Sales Tom Bailey joined Teradata eCircle in 2010 and works with clients and prospects to bring Teradata eCircle's award-winning solutions to market and consults with a wide spectrum of marketers to propose effective digital strategies. He has over 10 years’ experience in digital technology for both in-house and agency solutions.
A number of case studies will be covered in this session

Learn how to leverage your customer stories in sell to their "Sphere of Influence". Use video & LinkedIn messages to book more meetings, and close deals faster!

- 94% of marketers say the customer's voice is their most effective content
- 83% of your buyers are starting their buying journey online
- 50% of our Social Selling meetings booked are by telling client success stories to their "Sphere of Influence."

In this webinar you will learn:
- Capture and produce customer stories faster and easier
- Customize your stories to target very specific buyers
- Where in LinkedIn you can leverage you stories more effectively

About the speakers:

Tim Keelan is founder and CEO of StoryQuest, a world leader in B2B storytelling for sales and demand generation. Prior to StoryQuest, Tim sold professional services as Director of Sales with Cap Gemini Ernst & Young, Sales Leader with ThruPoint, account manager at Spherion and CARA corporation. With StoryQuest Tim has been a frequent speaker on B2B story and storytelling. Tim has collaborated with and provided learning and marketing solutions to large and small organizations such as SAP, Deloitte, Avaya, RSA Security, Ciber and Computer Associates, Mentor Tech Group and many others.Learn more about Tim and StoryQuest at http://storyquest.com/learn_more

Jamie Shanks is one of North America’s leading Social Selling experts. He’s personally built Social Selling solutions in nearly every industry, ranging from start-ups to Fortune 500 corporations. Before starting his sales agency, Jamie was the Director of Sales at two SaaS software companies – Captive Channel Corp. and Firmex Inc., building their businesses from infancy to profitability. After proving great success at Firmex, he decided to help other technology firms build Sales 2.0 models under the brand Shanks Group Inc. In December 2011, Jamie saw the opportunity to merge the Shanks Group Inc. with Sales for Life to form a leading Social Selling agency.

Real-Time Bidding (RTB) is one of the fastest-emerging technologies at the moment, with much to know and understand. This presentation will begin with a basic introduction to Real-Time Bidding (RTB) and why it matters to marketers. It will then cover how RTB can be used as an acquisition channel, along with specific actions that marketers need to take before getting started.

About the presenter:
Ratko Vidakovic is the Director of Marketing at SiteScout, the leading self-serve advertising platform for Real-Time Bidding (RTB) and Retargeting. He regularly writes on the topics of display advertising, retargeting and RTB. His articles have been published in places such as FOX Business, Marketing Land and AdMonsters.

Demand generation is not for the faint of heart. Integrated marketing is even harder – being able to efficiently create, execute, and optimize demand gen programs across multiple channels that stay aligned with business strategy, and prove their ROI is tough work. This session will provide actionable tips and strategies that you’ll be able to immediately implement to optimize both the inbound and outbound programs in your demand generation mix. Find out how to work cross channel, leverage social marketing, and develop a framework to evaluate all your marketing programs.

About Heidi:
Heidi Bullock is currently the Director of Demand Generation at Marketo. Heidi has over 10 years of B2B marketing experience in high tech companies.

Want to know the secret to ending the age-old battle between Marketing and Sales? A clear set of metrics that make both teams look like superstars. With the right metrics in place, you can shorten your sales cycle and improve marketing ROI.

Join Derek Grant, Senior VP of Marketing Automation at Pardot, as he takes you through actionable and easy-to-implement tips on measuring marketing and sales success using Salesforce and marketing automation. Along the way, you’ll learn more about current marketing analytics and how you can leverage those to improve your marketing and sales groups.

Using disparate systems for email campaigns, online events, social media and web tracking only takes sales and marketing part of the way towards engaging prospects. Many progressive teams are realizing they need holistic tools and tactics to see the full picture on buyer behavior. Attend this Act-On session and learn how to identify key areas where sales and marketing teams are missing out on engagement opportunities with prospects by failing to connect the dots on behavior between core channels. Then, learn about some of the most fundamental steps to align your social and content strategies to tell the right story to potential buyers.

Act-On will discuss:
· Creating a continuous, consistent program to align social media and content marketing disciplines over time
· Buyer touch points and lead nurturing throughout different stages of each strategy
· Metrics for measuring contribution of social media to marketing performance, and much more

Learn how brands can dance with their customers to build stronger relationships by doing the integrated marketing waltz. Emily Griebel, Director of Integrated Marketing, at McKee Wallwork & Company (a strategic marketing firm that revitalizes stalled, stuck and stale brands) will show you:
- The four steps associated with creating a seamless customer experience
- How integrated marketing communications are all about timing
- The DOs and DON'Ts of successful integration

Learn how the marketing function at Kronos, a workforce management software and solutions company, collaborates with Sales to create and deliver a differentiated value proposition. The webinar will feature a best practice case study that shows how Kronos:
· Developed a new value proposition that targets core customer needs
· Documented the value proposition in a Foundational Messaging Guide for employees
· Conducted messaging workshops with the sales force to drive implementation of new messages and techniques
· Established Sales and Marketing Leadership Councils to spur ongoing collaboration

Today’s empowered B2B buyers expect marketers to provide them with rich, relevant content that meets them exactly where they are at in their buying cycle. But how do you know who to target, when to engage, what to deliver, and how to reach them?

The key is to create an integrated marketing strategy and actionable plan that will help you:
• Understand your buyers and their buying process
• Create, curate and deliver content that answers their questions
• Deepen your relationship with prospects
• Measure and improve on your results

Presenter bio:
Tyson Roberts is the CMO of Yesler, a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results by applying an integrated framework. Follow him @lucidtyson

Marketing is about influence. It is about changing behaviour or nudging people towards a win-win decision. In today's market our customers interact with us across multiple touch points at irregular times and our job as marketers is to ensure this experience is as engaging as possible. But do we really understand all of the things that influence their decisions? By mapping our customers' sphere of influence we gain two significant advantages: more focused marketing and a tool that helps explain marketing's role in this brave new world to the businesses we work for.

Neil Cooper is Head of Marketing at Team Consulting, an innovative product development consultancy in Cambridge, and is organiser of the annual Another Marketing Conference.

Links about Neil: on twitter: neilcooper77, linkedin: uk.linkedin.com/in/neilcooper77 bio: http://www.team-consulting.com/people/neil-cooper

B2B marketers often feel as though they are following their B2C colleagues in terms of marketing innovation, branding and social media. They feel that their world is very different. This webinar will challenge that as marketers it is the communication between individuals rather than organizations that makes us social businesses and that in the B2C world the most social businesses are the ones enjoying most growth.

From strategy and segmentation to content and measurement, we will explore what B2B marketers can learn from the successes in some of the best performing B2C companies and cover the following areas:
- Setting an appropriate strategy and objectives
- Understanding the nuances of audience profiles
- Optimum content and digital marketing tools
- Resourcing and fuelling the marketing plan
- Measurement and continuous learning and the future

Presented by Neil Wilkins BSc (hons), FCMC, MCIM; MD of Viper Marketing & Communications Group and Fellow of Cambridge Marketing College
Neil's Profile http://uk.linkedin.com/in/neilwilkinsatvipermarketing

Integrated marketing isn't just about bringing together the various marketing disciplines: the need to maximise revenue growth means that B2B-focused companies must also closely align their marketing and sales functions. Unfortunately, there are still far too many dangerous disconnects between the messages propagated by marketing organisations and the conversations their sales people are actually having with their prospects. Bob Apollo of Inflexion-Point uncovers the obstacles and offers effective real-world remedies.

This presentation will appeal to any marketing leader who is determined to do a better job of sales enablement - and any sales leader who is determined to collaborate more effectively with their colleagues in marketing.

In this session, Rob summarises the 10 key decisions businesses face when getting to grips with mobile commerce.

He recommends how to make the business case for adopting and investing in mobile, considerations around business strategy, how to select the best channels to reach, interact, convert and engage today's digital consumers. And how to maximise conversion rate optimisation.

The session draws on case studies from pioneering mobile brands including FT, Heineken, M&S, O2, Starbucks and TicketsNow, which all feature in Rob's book 10 key decisions for mCommerce success