Not all B2B web visitors are created equally - How to target your Sweet Spot

According to research collected by B2B analyst firm SiriusDecisions, leads sourced by sales typically outperform those coming from other sources. In other words, leads sourced by sales are more likely to become revenue. This is not good news for sales managers, however, as prospecting is not how they want their top sales performers to spend their time. But how do they approach the prospecting process? How is it different than the ways marketers generate leads, and is there anything that we can do to increase the percentages of marketing sourced leads moving through the sales funnel?

Hear how Demandbase applies real-time ID to account-based marketing.

Register now to join our discussion on:
-How to drive sales with a focus on marketing to your “sweet spot”
-Extending account-based marketing and account segmentation beyond email and into your website and content strategy
-Making it all work by combining your existing content assets, website, CRM, MAS or Live Chat
-Actionable ways to think big, start small, and move fast to incrementally improve web conversions of your highest value prospects.

Join industry leaders from the top Marketing Automation organizations on the future of marketing automation for 2013! Marketing automation professionals bill themselves as the most progressive marketers in the world, so drawing direction from these professionals will give insight to what is next for progressive marketers. CMO of Demandbase Greg Ott, will moderate the discussion helping frame the direction for the processes, technology and people we will see in the coming year. Also discussed will be challenges and opportunities organizations will see in taking their marketing operations to the next level.

Greg Ott, CMO Demandbase (moderator)
Responsible for Marketing and Product strategy and execution, Greg brings experience from both large corporations and startups in B2B and B2C. Before joining Demandbase, Greg was in leadership roles at Classmates.com. Global Marketing at Ask.com, Xoom.com, RealNames Inc., and Procter & Gamble.

Heidi Melin, CMO Eloqua
Heidi is the Chief Marketing Officer of Eloqua, a leader in Marketing-Automation She has also led many of Silicon Valley's most respected technology brands. Ms. Melin led marketing and demand generation efforts at several successful businesses throughout the Bay Area, including Oracle, Polycom and Taleo.

Adam Blitzer, VP of B2B Marketing Automation at ExactTarget
Adam is responsible for product management, marketing, and operations. He is a frequent speaker at industry events such as Dreamforce, SugarCon, and American Marketing Association panels. In 2011 Adam was named to BtoB Magazine’s annual Who’s Who list.

Jon Miller, VP Marketing Content and Strategy Marketo
Jon leads strategy and execution for all aspects of Marketo’s thought leadership and content marketing programs. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

B2B companies recognize they’re most likely to sell to the accounts that fit the profile of their current customer base. To continually improve quality lead generation, it’s critical to identify the distinguishing characteristics of these customers -- especially because they aren’t always an enterprise’s biggest customers with the most impressive logos. Jennifer Pockell-Wilson, VP of Marketing and Demand Operations at Demandbase, shares tips and tricks on how to build a target account list that both sales and marketing will love. Avoid the pratfalls of list building by focusing on your corporate “sweet spot” – the companies most likely to become revenue.

About the speaker:

Jennifer Pockell-Wilson leads the demand-focused marketing teams and demand operations at Demandbase. She is passionate about aligning sales & marketing toward common goals through the coordination of language, systems and process. Before joining Demandbase, Jen was the Senior Director of Global Marketing Operations at Polycom and has also spent time at Hyperion, PeopleSoft, Ernst & Young LLP and Lotus Development.

Marketing automation systems focus on driving prospects through the marketing funnel in order to identify the qualified individuals that are ready to talk to a salesperson. There are more subtle indicators of interest at the account level, however. Buying signals across multiple contacts that fly beneath the radar when considered individually, and that could be missed altogether if you don’t know what to look for.

Lead management and marketing automation thought leaders Adam Needles, Carlos Hidalgo and Matt Heinz discuss incorporating Account-Based selling strategies into B2B lead management and nurture campaigns in this panel discussion moderated by Jason Stewart.

Crafting content for the B2B marketplace is a challenging proposition. Long sales cycles, and multiple decision makers mean that the buyer's journey can be frustratingly complex. Creating content that resonates and engages both influencers and buyers at the accounts we value most should be relevant, personal and, most importantly, influential to his or her journey. Meanwhile, B2B websites are still cluttered with generic, "one-size fits all" content designed to convert the generic "buyer persona." What happens when you move to a focused, quality-first personal engagement strategy? What happens if you spend the time to fully engage at the top of the funnel, rather than at some generic "sales handoff" stage. Join Robert Rose, as he discusses the best practices of putting your best content in front of the people at the accounts that matter most.

About the speaker:
Robert Rose, author of Managing Content Marketing, is the Chief Troublemaker at Big Blue Moose and is a strategist in residence for the Content Marketing Institute. Robert is responsible for innovating creative and technical content marketing strategies for a variety of clients at Big Blue Moose, including AT&T and musician Dwight Yoakam.

Driving engagement with sophisticated B2B buyers requires an deep understanding of their business needs and challenges. In this presentation, you'll see a proven approach to buyer-centric marketing. The outcome - personalized, relevant and integrated communications that drive engagement and revenue.

About Lauren Goldstein:

Leveraging more than 16 years of sales and strategic leadership in direct marketing, Lauren has been at the core of Babcock & Jenkins’ success for nearly 14 years. She has achieved business objectives with campaign results for companies including LinkedIn, Microsoft, Intel, HP, Adobe, Jive Software, Symantec, Getty Images, NetApp, Sterling Commerce and Starbucks.

Demandbase Customer Ted McDonald of Verisign and Adam Greco of Web Analytics Demystified, discuss how to optimize your web experience for the visitors who represent future revenue – your Sweet Spot.

The power of personalizing your web experience for your target accounts and Identifying business opportunities that you are missing out on with visibility into your visitors company data.

-Provide richer offers to your prospects on customers by segmenting by account data
-Insight into your current web traffic by industry and company size
-Give your sales team insight into their named account who are engaging in key content

Jason Hekl, Research Director, Demand Creation Strategies of SiriusDecisions and Greg Ott CMO of Demandbase discuss the importance of optimizing your web experience for the visitors who represent future revenue- your Sweet Spot.

Hear case studies of organizations who have moved from “flying blind” to leveraging key firmographic data to drive their business decisions. Learn how to win at common B2B challenges, such as personalizing to your audience segments, addressing the home page real estate battle, and uncovering insights into strategic business opportunities.
In this session, learn how to:

-Personalize content to your audience segments
-Optimize conversion for your targeted accounts
-Accelerate ROI with an account based marketing approach

Join Demand Generation industry leaders to discuss the new SiriusDecisions Demand Waterfall. Just unveiled at the recent SiriusDecisions Summit in May, the latest evolution of the Demand Waterfall's re-architecture was released, to incrementally improve insight and effectiveness of the current model. But what impact will this have on organizations? 

Hear from industry leaders on their key takeaways and strengths and challenges of the new model.

•The increase in market focus on inbound marketing and how it will effect inquiries
•The new AQL (Automation Qualified Lead) and TAL (Teleprospecting Accepted Lead) up leveling the role of teleprospecting
•The "route around" taking into account non-marketing sources leads and how this will impact marketing and sales alignment

Panelists include: Doug Sechrist - VP of Demand Marketing Eloqua, Jennifer Pockell-Wilson - VP of Marketing Demandbase, Dave Lewis - DemandGen