Day One of Main Conference Program

This session of interactive roundtable sessions enables participants to share some of the successes, war stories and key takeaways that they’ve accumulated from attempts at innovation. You cannot innovate in the marketing space unless you’re willing to fail. You can, however, reduce the chance for failure by learning from your industry peers.

*Please note: Each roundtable session includes options for both early adopters and novice marketing executives.

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This session of interactive roundtable sessions enables participants to share some of the successes, war stories and key takeaways that they’ve accumulated from attempts at innovation. You cannot innovate in the marketing space unless you’re willing to fail. You can, however, reduce the chance for failure by learning from your industry peers.

*Please note: Each roundtable session includes options for both early adopters and novice marketing executives.

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…or now that I have this awesome eCommerce store, how do I get a ton of content for cheap?!?

What It’s All About:
Now that you have built your ecommerce store and site, start creating as much content as possible – to increase your site’s organic relevance by adding unique product descriptions and to keep site visitors engaged by providing rich assets for them to learn about your products and your company. You don’t have to have a huge content budget in order to deliver quality information to your site visitors, making them happy and at the same time increasing your site’s relevancy in the search engines.

What’s In It For You:

• Utilize the awesome ‘Micro-Gig” communities to put together unique videos, images, assets and educational pieces
• Outsource creative writing by building a good team with a content partner
• Maximize the content you can get from your partners
• Sign up for marketing “groupons” and monthly cloud based software tools that save a bunch

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• Every aspect of marketing — from brand, experience design and demand generation, to content marketing, analytics and measurement — is affected by technology.
• Marketers now carry the burden of understanding technology's impact on their business, the entire customer experience, and leading innovation within their enterprises, not simply following a course set by their IT department.
• To stay relevant, marketers need to find ways to collaborate more effectively with I.T., in order to leverage emerging technologies and platforms.
• Understand why it’s important to have tech-savvy internal liaisons between marketing/communications and I.T.
• Realize how to improve collaboration between marketing and IT to deliver solutions that are relevant, functional, and engaging.

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What It’s All About
Your marketing efforts have generated a high click-through rate, delivered content that the customers are eating up and your metrics have never been higher. This panel explores how marketing executives can minimize noise and deliver highly qualified leads.

What’s In It For You:
• Maximize your budget dollars by finding an optimal SEM strategy
• Learn strategies to improve your online presence as a lead generator
• Find metrics that align with your product sales and customer buying cycles
• Expand upon your knowledge of prospective customers and ability to pre-qualify your sales leads

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What It’s All About:
While social media seems relatively new in the B2B space, many organizations have been actively using these alternative outlets to distribute messaging since the early days of Yahoo! User Groups. This panel takes a closer look as to how marketers from a cross section of industries are using social outreach and how they are finding additional resources through increasing internal support.
Establishing a historical perspective of social media in the B2B arena

What’s In It For You:

• Defining the real value of pure social media as a critical component of your core toolbox
• Reframing the social media discussion to secure buy-in from your internal clients, including sales teams and executive staff
• Realizing ROI: Developing a social strategy that supports marketing initiatives as a whole

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What It’s All About:
Creating a unified customer experience by developing detailed customer and prospect knowledge and leveraging that to share relevant content across multichannel venues is becoming a top priority for B2B marketers. This panel session explores how you can better position your marketing operations to capitalize off of the evolving approach to B2B communications.

What’s In It for You:

• Creating a holistic approach to online and offline marketing efforts
• Leveraging email databases to target customers via social channels
• Understanding how delivering and targeting digital content can mirror traditional channels
• Shifting from context based targeting to individual level targeting.

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