Website Optimization and Usability Best Practices

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?

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.

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.

Too many companies treat social media as if it's a one-way conversation. They set up Twitter and Facebook accounts and then start pumping out updates. But if you aren't listening to what your fans, friends, customers, critics and competitors are saying, you're missing the whole point of social media. The new economy is about engagement and for that, you have to listen. More importantly, there's a real-time battle for understanding what's in the head of your consumer right now. Bryan will discuss a specific set of steps for listening effectively in order to build an effective marketing strategy. Real world examples will include how listening can help drive better reach, product development, improved operations, shorter sales cycles and lead generation.

About the speaker:
Bryan has extensive experience in all areas of brand marketing with a focus on integrated communications and strategic business planning. Bryan’s leadership as CEO has helped lead his agency through consistent growth over the last 10 years, earning a spot as one of the fastest growing private companies in Silicon Valley. Bryan is active on social media with over 100k followers, a speaker, and featured blogger.

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.

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.

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.

With information so freely available, buyers are often more educated than sales reps when they sit down in a meeting. With buyers self-educating up to 57% into the buying cycle, how can vendors, distributors and partners regain control of the buying cycle? Tune in to this presentation to find out! Val-Pierre Genton, VP Strategic Accounts at BrightTALK, has worked with over 500 sales and marketing leaders to help them increase revenues by winning and engaging audiences online.

During this presentation, he will provide some actionable frameworks, best practices and real-life examples to help you:
- Develop sales-play aligned content that will actually be used by partners and end customers
- Improve call to appointment and appointment to opportunity conversions
- Increase pipeline velocity during the opportunity life-cycle