B2B Lead Generation: Making the Most of your Assets

If a customer or prospect clicks the Like button on your Facebook page, are they engaged? Maybe. Maybe not. Yet today's marketers are often obsessed with artificial metrics that don't translate into sales.

In this session, we'll discuss:

- What is customer engagement?
- Does customer engagement differ from that on social media?
- What metrics can be used to measure engagement?
- What tools can be used for customer engagement?
- Can customers be disengaged and still create revenue for you?

Your presenter, Heidi Thorne of Thorne Communications LLC, has been able to leverage her social media and online activities into cash in the bank business for her company which primarily serves B2B clients. Her presentation will offer practical tips for growing a business through social media and online marketing.

Heidi is a promotions expert, speaker and author of 6 books including:
- Messaging Marketing: The Mobile Marketing How To Guide to Text Message Advertising for Small Business
- Business Competitive Advantage: A Handbook for Small Business Owners, Entrepreneurs and Consultants

She brings over 25 years of experience in the fields of advertising, marketing, sales and public relations to this program, including a decade in the trade show and hospitality industries. Heidi is also the editor and founder of PromoWithPurposeToday.com (how to promote your company) and MessagingMarketing.com (social media and mobile marketing how to) blogs.

Learn 10 steps to starting your B2B Mobile Marketing efforts with Jamie Turner, 60 Second Marketer, and Jeanne Hopkins, SmartBear Software CMO, co-authors of “Go Mobile!”. Did you know that 85% of mobile devices will be web-enabled this year? Did you also know that 46% of people in the U.S. own a smartphone? And according to Yahoo!, 20% of their searches will come from a mobile device by the end of the year. It’s no longer a question of whether you should join the mobile channel, but rather how you should use mobile in your B2B marketing programs!

Along with social media, the use of web based marketing has drastically increased over the last 10 years. At one time an invitation to a webinar was occasional, now many people are bombarded with invitations. The key to breaking through this clutter is not the “shot gun” approach but something that is effectively focused on the subject matter that matters most to your audience. This could be new or existing customers, partners, resellers or any other group that makes your business effective. Community marketing is an effective way to match the right marketing message with the right audience.
Paul Waadevig, a consultant to top conferencing companies for over 13 years will show you effective ways to build and effectively engage your communities, leverage existing marketing material content by customizing it for different audiences, and partnering with others in to co-brand your message effectively.

Learn how to use the powerful and unique targeting options that LinkedIn and Facebook offer.
Learn how to pinpoint your target audience, serve them with the right ads and generate signups and leads for your SaaS/Cloud-based service.

Jellop is a results-driven online promotion agency, co-founded by Gil Shterzer and Iddo Sternberg, two Internet veterans working in the online arena since the year 2000.

The concept, ‘a problem shared is a problem halved’ is not new. Yet, it has never been more compelling than in the modern marketing landscape. By enlisting marketing partners, you can create a network of organisations that provide strategic value to your business and a competitive ROI.
From basking in your partner’s glow, to tapping into their audience, this webinar will use real-life examples to highlight the five key reasons you should be creating partnerships as part of your marketing activities. In addition, this webinar will outline the steps you need to go through to create irresistible propositions that your marketing partners cannot refuse.

Previously never shared before case studies from Christer Holloman's new book, The Social Media MBA in Practice to be published by John Wiley & Sons in Aug '13. Learn how some of the world's most well regarded brands use social media for everything but Facebook and Twitter.

Case Study Examples:
Product Development: Barclay Card, creating the world’s first social credit card
Quality Management: Sony, how social sentiment fuels TQM feedback loop
Service Delivery: PwC, crowd sourcing client solutions on a global scale

About the speaker:
Christer Holloman
“One of London’s Most Influential Individuals Within New Media”, The Evening Standard
Sky News technology feature writer, author of Amazon bestseller The Social Media MBA, published by Wiley in three languages (http://amzn.to/x7oclL) and Chairman of First Tuesday (http://firsttuesday.org.uk/), the UK’s largest network for high growth technology companies and their investors.
Currently launching Expedia founder Rich Barton’s new start-up Glassdoor in Europe and HQ24.com, Holloman was previously Head of Digital Product Development at The Times and The Sunday Times.
Follow him on: www.twitter.com/holloman
His new book, The Social Media MBA in Practice, will be published August 2013 (http://amzn.to/13DvMSx).
Clients that have recently hired him as a keynote speaker include Fortune 500 companies across the EMEA region, such as VISA, Microsoft and Ogilvy.

Customer analytics solutions allow companies to analyse customer data to optimise customer decisions and use the analytical insight to design customer-focused programs and initiatives that drive acquisition, retention, cross-sell/up sell, and targeted marketing campaigns.

Join us during our live “Customer Analytics: Turning Big Data into Big Value” to learn how BIRT Analytics provides tools, features, and functionality that leverage exploratory, descriptive, and predictive analytical and statistical techniques to drive customer-focused strategies.

Attend to:

•Watch a live demo and get introduced to the tools and techniques which will allow you to build an effective customer analytics roadmap.
•Understand how visual data discovery such as BIRT Analytics can put powerful customer analytics into the hands of your customer insight team.
•Learn how BIRT Analytics allows marketers, business analysts and customer –focused professionals get faster insights with minimal or no IT assistance and then share the results across the organisation improving efficiency and results.

Google is doing everything it can to ensure remarkable content becomes the fuel at the heart of online digital marketing performance. The companies who are responding most effectively are responding by transforming their marketing teams into publishing powerhouses. But as a poll in our last webcast with Lee Odden showed, many companies are at the early "Stretch" phase of getting to grips with content marketing, so they need a more planned approach.

To manage this shift marketers need to acquire new skills, and in particular a solid and logical content planning methodology that puts them in control.

How do you put a plan in place? Stephen Bateman of strategic marketing consultancy Concentric Dots will take you through 6 steps to a solid content marketing plan, using a tried and tested framework that pulls together 6 cohesive marketing and publishing disciplines:

1. Know your audience
2. Audit your content
3. Map your content to your buyer
4. Create your editorial calendar
5. Promote your content
6. Measure your performance

Showing the true value of social media is a marketer’s biggest headache. We need to get away from “fuzzy” measurements and focus on real quantifiable metrics. That way we can understand what’s working, identify what’s not working – and revise our strategy accordingly to ensure the best results.
In this webinar, we will show you how to accurately measure the ROI of social media for B2B lead generation.

We will focus specifically on:
- The framework needed to measure social media’s ROI
- The path to an effective social media strategy
- Powerful messaging across the social networks
- Vital integrations for a successful social media campaign

This presentation will be followed by an open Q&A session, where you will have the opportunity to ask our social media experts panel for help and advice with your B2B marketing campaigns. Don’t stay in the dark when it comes to the value of your social media campaigns! Join us and learn how to effectively measure their real value.

About the speaker:
Daniel Kushner is the Co-Founder of Oktopost, a marketing expert and social media guru. As the former VP of Marketing at innovative high-tech company Nolio, Daniel grew sales with double digit growth year over year. Daniel has been in the field for more than a decade and has successfully led the online marketing departments of various global organizations.

One reason social media continues to be viewed as experimental to senior marketers is the confusion many marketing teams have on HOW to implement social listening as a feeder to new business. Grasping at the latest fast fan acquisition strategies, or thinking of social media as mainly a PR channel misses the potential social media has to really deliver on the primary business goals of recruiting, engaging, and converting new customers and revenues. Innovative marketers are using social media listening as a gold mine for delivering growth.

Join the MarketBridge team as Lane Douglas, Principal for Social Media Solutions uses real cases studies to show how finely tuned listening tactics as the priority in social media can lead to the conversions you and your executive team desire.

CRM (Customer Relationship Management) Systems promise a lot, but do they deliver? Do you already have one or are considering implementing one sometime soon?

There are winners and some big losers in the CRM Lottery. Find out in this pragmatic session how many CRM projects fail and why. Get some top tips for CRM best practices and hear from a sales and business leader who has managed both small and large sales teams across the UK, Europe and the USA about his real world experience of many different systems.

Over the period of 18 months, Lenovo has created a marketing center of excellence through a systematic approach that addresses people, processes and technology in detail with the goal of setting standards that can be used to execute demand generating efforts that produce revenue.

These standards have been developed with an empirical, operational mind-set; to achieve repeatable, reproducible results. As a result, Lenovo has decreased its number of leads by 75%, increased the number of Marketing Qualified Leads by 150%, and generated over $85 million in opportunity pipeline revenue and closed won revenue.

In this session, you will learn what it actually takes to build a marketing center of excellence using a framework that will help you elevate your demand generation efforts to the highest level.

About the speaker:
In her more than 20 years as a data-driven marketer, April has served as an employee, agency partner or strategic consultant for Intel, Lenovo, Nautilus, Nike, PNC Bank, Planar, Publicis Sage Software, Webtrends, and a host of enterprise-grade B2B software companies. Prior to joining Left Brain, she was the president and CEO of Rubicon Marketing Group.

April’s current passion project lives at the intersection of Big Data and Big Intelligence, where she and other unapologetic data geeks at Leftbrain are developing MiDash™, a predictive marketing analytics engine and dashboard designed to drive informed campaign decisions and pipeline growth. This cloud-based service is currently in beta and expected for wide release in early 2013.

April is a graduate of Reed College where she received a double major in Physics and Fine Art. She lives in Portland, Oregon with her dog and consigliere, Dottie; and husband, George Wehn, the world’s first overhand bowler and true inspiration for the Most Interesting Man in the World.

Every business attempts to drive revenue by increasing sales and improving their marketing strategies. But, how does one approach this goal without scaring away prospects? According to recent statistics, more than 60% prospects today do not talk to sales until they are at the purchase end of the demand funnel. In this webinar we will present how to accelerate the buying process by moving prospects through a structured buying cycle by setting up an effective nurture strategy.

You will learn:
- Nurturing best practices
- Five different types of nurturing
- Programs for different stages of the buyer life-cycle
- Actual nurturing examples in an automation system

How proper lead scoring strategies prioritize your sales efforts

Lead Scoring is a under-used tool in the sales process. Only 18% of companies have marketing automation tools in place and even fewer are doing content marketing. Learn how the combination of marketing automation and content can generate Lead Scores that prioritize your sales efforts.

How modern marketers can leverage a prospect’s “digital body language” to determine engagement and likelihood to buy.

Your buyers are evolving and they are changing the buying patterns that we’ve traditionally observed. It’s stating the obvious that B2B Customers will take certain actions and make certain decisions in order to buy your products and services. But are these activities random? Are there patterns you can detect and leverage? Based on qualitative research conducted from companies using marketing automation and CRM systems, this webinar will teach you 10 ways to leverage online buyer behavior for your content strategy, lead scoring modeling, nurture triggering, and sales insight.

What You’ll Learn:

- Which behaviors do prospects commonly exhibit early in a buying cycle

- What type of activity patterns suggest that it’s time for sales to engage with a prospect

- How can online engagement be used in lead scoring models

- Which activities should be used to trigger your nurture programs

- How you should display these behaviors through your marketing automation and CRM system for better sales insight

Join us for this exciting webinar hosted by David Lewis, CEO of DemandGen International, Inc. (www.demandgen.com) and author of Manufacturing Demand – The Principles of Successful Lead Management (www.manufacturingdemand.com).

A study by B2B Marketing and Ogilvy put content marketing at the top 2 marketing priorities in 2013, even above brand marketing. What makes content marketing such a priority? Modern marketers are seeing great returns on their content marketing spends, turning content and audiences into revenues. Join us as we share how leading cloud and virtualization vendors are creating compelling content and the best practices in content follow-up.

Join BrightTALK's Patricia Page and Quoc Dang as they talk about how BrightTALK has built an IFA community using content marketing. You will learn the best practices to get started with a content marketing programs and the necessary steps to ensure monetization and ROI.

The hottest topics that drive adviser audiences
How to get started with creating compelling content and engagement
How BrightTALK has built a community highly engaged advisers
The best practices of content lead follow-up

Is social media about content strategy, brand management, good campaign planning with measurable lead generation and ROI or a broader company wide strategic approach?

There are some fundamental questions that need to be examined:
- Who owns social media in the organisation?
- Who leads the social media initiatives?
- Should B2B marketers be looking beyond their traditional frame of reference?
- Is social media a company wide strategy issue or a campaign level tool to be integrated into the communications mix?
- What does or should a truly integrated social media marketing strategy look like in a B2B company?

The Value of Visualization will explore the ways in which companies are using infographics and data visualization to inform and entertain their audiences. The creation of this visual content is enabling communication in a way that is at once engaging and simple to understand. We will look at why the visualization of information is so effective and how to best use it to achieve your objectives.