B2B Online (past event)
May 04 - 06, 2015
Contact Us: 1.888.482.6012
Day Two of Main Conference Program
08:00 - 09:00 Registration & Breakfast
09:00 - 09:05 Opening Remarks
09:05 - 09:20 Chairperson’s Address
09:20 - 09:40 The Resurgence Of Direct Mail: Rediscovering Opportunities In A Formerly Overcrowded Channel
Many marketing executives are starting to see a resurgence in the effectiveness of print and direct mail. With the increasing emphasis on email, digital content and social media, marketing executives might be overlooking how effective traditional strategies can be right now. In this session, Philip Robins of Newark Electronics Corporation providers insight as to how you might be able to gain market share through this often underestimated channel.
- Exploring how to best combine the best of traditional direct mail techniques with new technology
- Creating attention-grabbing content customized for each data segment to maximize the impact of your campaign
- Leveraging direct mail pieces to encourage potential customers to engage you immediately through online channels
- Making sure that your direct mail pieces are congruent with messaging via other channels
- Identifying cutting edge practices for measuring the success of your optimized direct mail strategy
09:40 - 10:00 Creating 'Digital Visibility' with Search & Social for B2B Brands
Critical to any B2B marketers success is 'Digital Visibility'. Digital Visibility is a crucial, and often missing step, in making a B2B brand social. Through this keynote presentation, George Gallate will show how the integration of Search and Social, through the informed use of data, creates Digital Visibility. Being discovered by the right people, at the right time builds more than brands, it builds businesses and drives sales. Key audience takeaways will include how to identify the right targets and what's most important to them, then how to engage them cost effectively, as well as how to drive to action. George has 27 years of B2B marketing experience having managed the global advertising or digital and social marketing for technology leaders including Intel and IBM, and run the regional Dell marcom business in Asia Pacific.
10:00 - 10:30 Morning Keynote Case Study: Creating A Content Portal That Fosters Customer Engagement
A few years ago, Stacey Epstein and her team at ServiceMax created SmartVan, a content portal for the field-service industry. The site quickly rose through the ranks of Google search results for “field service news” and became a trusted source of industry insight and content. Throughout the process, ServiceMax has managed to achieve what many cannot; selling or marketing to the customer through the portal. By carefully weaving the brand into the content, Stacey and her team are able to preserve the value of SmartVan and continue to position themselves as a critical resource for the field service industry. In fact, within 6 months ServiceMax was the #1 search result for Field Service News and has steadily become the industry’s go-to source of news and insight, helping them to engage with a highly qualified audience, drive sales and create lasting,
on-going relationships. If content is a priority for 2015, then this session is not to missed.
on-going relationships. If content is a priority for 2015, then this session is not to missed.
10:30 - 10:55 Morning Refreshment & Networking Break
10:55 - 11:15 B2B Marketing Reality Check – Are You Surviving, Thriving Or About To Meet Your Demise?
Whether we like it or not, customers and prospects hold the power to make or break your brand. The greatest challenge for B2B marketers today is to drive loyalty through superior customer experiences, across all touch points. We’ll take a close look at the different stages in which customers interact with your brand and how you can meet their needs to break through the clutter of a noisy and increasingly competitive market.
11:15 - 11:35 Leveraging Cutting Edge Cross Channel Marketing Techniques To Engage Each Customer Individually
11:35 - 12:20 Morning Interactive Roundtable Sessions:
Interactive Roundtable Sessions:
How To See Your Company As Your Customers See You Through Customer Journey Mapping
Moderator: Shetal Patel, Customer Experience Architect, Oracle
In Depth: The State of Marketing & eCommerce In The B2B Industry
Moderator: George Gallate, CEO, RKG
In Depth: Creating A Content Portal That Fosters Customer Engagement
Moderator: Stacey Epstein, Chief Marketing Officer, ServiceMax
In Depth: B2B Marketing Reality Check – Are You Surviving, Thriving Or About To Meet Your Demise?
Moderator: Donna Pahel, Director, Digital Marketing & E-commerce Strategy, EPiServer
12:20 - 13:20 Lunch For All Attendees
Stream A: Advanced Marketing Strategies for Early Adopters
13:20 - 13:30 Chairperson’s Afternoon AddressStream B: Effective Early Stage Content & Lead Nurturing Strategies
13:20 - 13:30 Chairperson’s Afternoon AddressStream A: Advanced Marketing Strategies for Early Adopters
13:30 - 13:50 Enabling Advanced Marketing Strategies Through Data Driven Decision Making
What It’s All About:
In this not-to-be-missed session, Vinny Sosa shares key insight from his role at Citrix where he is responsible for the systems, people and processes for collecting and providing actionable quantitative and qualitative intelligence about visitors to Citrix Web properties and marketing channels. What’s In It For You:
In this not-to-be-missed session, Vinny Sosa shares key insight from his role at Citrix where he is responsible for the systems, people and processes for collecting and providing actionable quantitative and qualitative intelligence about visitors to Citrix Web properties and marketing channels. What’s In It For You:
- Implementing data integration technologies through tag management to improve analysis capabilities and segmentbased
- analysis with higher confidence
- Evaluating cutting edge user optimization and data capture tools available on the market today
- Understanding how to continuously optimize the visitor experience to enable increased satisfaction, higher engagement and conversion and greater revenue per visit
Stream B: Effective Early Stage Content & Lead Nurturing Strategies
13:30 - 13:50 Best Practices for Aligning Your Marketing Automation Efforts With Your 2015-2016 GoalsWhat It’s All About
While it’s said that the best laid plans of mice and men oft go astray, the numbers show that it is critical to get an early start to your 2015-2016 marketing automation strategy now. Our closing panel will forecast what lies ahead for B2B automation and how your organization can overcome obstacles to get a leg up on your competition by 2016.
What’s In It For You
- Identify common paths of resistance when implementing new marketing tactics and technologies
- Find commonalities between roadblocks for marketing automation initiatives in the retail sector and the B2B space
- Establishing buy-in now by avoiding information overload while providing transparency into the benefits of your next initiative
- Provide visibility into your 2015 implementation roadmap to demonstrate minimal disruption to business services
Stream A: Advanced Marketing Strategies for Early Adopters
13:50 - 14:10 PANEL: Centralized Vs. Decentralized: Which Content Generation & Distribution Strategy Is Most Aligned With Your Operational Goals?
What It’s All About:
Identifying the advantages and disadvantages of a centralized content strategy
Preserving the intimacy of your messaging
Maintaining a quick reaction time
Keeping the messaging consistent, but also customized and flexible
Identifying the advantages and disadvantages of a centralized content strategy
Preserving the intimacy of your messaging
Maintaining a quick reaction time
Keeping the messaging consistent, but also customized and flexible
Stream B: Effective Early Stage Content & Lead Nurturing Strategies
13:50 - 14:10 Avoiding The “Me Too” And Getting To The “Ah Ha’s” Of Social Media For B2B
What exactly is “Social Disruption”? Social media tactics not doing what you hoped? How can you move from client centric to client obsessed? If any one of these questions hit your fancy, you’re in for a very different and rewarding experience regarding how social media can either make or break the B2B bank. With unique industries, cultures, client organizations and contacts (just to name a few), what works for someone else doesn’t necessarily work best for everyone else.
Self-diagnose your own organizational performance and opportunities;
Steal shamelessly from provocative ideas and best practices; and
Experience, enjoy and learn from entertaining social media bloopers, mistakes and blunders
Self-diagnose your own organizational performance and opportunities;
Steal shamelessly from provocative ideas and best practices; and
Experience, enjoy and learn from entertaining social media bloopers, mistakes and blunders
14:10 - 14:30 Data Goes Wide And Deep: The New Math Of Marketing
What It’s All About
Data is not just “big.” In order for data-driven marketing to transform customer experiences, to help B2B marketers do predictive modeling, and to respond to events in real time, analytics must run wide and deep throughout an organization. As we get beyond the land grab of buying up data good and bad, how large is this marketplace, what are some of the data-driven strategies driving growth and how are marketers moving onto the next stage? It’s time for the Mad Men to meet the Math Men. Tap both sides of your marketing department – and your own brain – to succeed in our datadriven
marketplace.
Data is not just “big.” In order for data-driven marketing to transform customer experiences, to help B2B marketers do predictive modeling, and to respond to events in real time, analytics must run wide and deep throughout an organization. As we get beyond the land grab of buying up data good and bad, how large is this marketplace, what are some of the data-driven strategies driving growth and how are marketers moving onto the next stage? It’s time for the Mad Men to meet the Math Men. Tap both sides of your marketing department – and your own brain – to succeed in our datadriven
marketplace.