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

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Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
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
Jun 28 2012
62 mins
Not all B2B web visitors are created equally - How to target your Sweet Spot
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    Jason Stewart, Director of Marketing, Demandbase & Alina Oenning, Senior Director of Product Marketing, Demandbase
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    Register now to join our discussion on:
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    -Extending account-based marketing and account segmentation beyond email and into your website and content strategy
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    -Actionable ways to think big, start small, and move fast to incrementally improve web conversions of your highest value prospects.
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    Jennifer Pockell-Wilson, VP Marketing & Demand Operations at Demandbase
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    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.
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    Matt Heinz, Carlos Hidalgo, Adam Needles; Moderated by Jason Stewart, Demandbase
    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.
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    Robert Rose, Author of Managing Content Marketing
    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.
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    Lauren Goldstein / VP Strategic Planning / Babcock & Jenkins
    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.
  • Analyze and Optimize your Web Experience for your Sweet Spot Recorded: Jul 31 2012 45 mins
    Ted McDonald- Verisign, Adam Greco - Web Analytics Demystified, Inc.
    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
  • Not all B2B web visitors are created equally - How to target your Sweet Spot Recorded: Jun 28 2012 62 mins
    Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
    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
  • The Rearchitected SiriusDecisions Demand Waterfall Examined - Panel Discussion Recorded: Jun 19 2012 67 mins
    Doug Sechrist, Jennifer Pockell-Wilson, Dave Lewis
    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
Real-time targeting and personalization platform for B2B
Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance.

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  • Title: Not all B2B web visitors are created equally - How to target your Sweet Spot
  • Live at: Jun 28 2012 5:00 pm
  • Presented by: Jason Hekl, Research Director of Demand Creation Strategies - SiriusDecisions and Greg Ott CMO - Demandbase
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