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B-to-B Demand Generation Summit 2008 - East & West

Sunday, October 5(Boston) and 26(San Francisco)
Landing Page Optimization Certification, MarketingExperiments
7:30-9am	Registration & Networking Breakfast
9-11am	Certification Course
11-11:15am	Break
11:15am-12:30pm	Certification Course
12:30-1:30pm	Lunch
1:30-3pm	Certification Course
3-3:15pm	Break
3:15-5pm	Certification Course
Monday, October 6 (Boston) and 27(San Francisco)
Session Time	Session Brief	Speaker & Company
7:15-8:30am	Networking Breakfast and Registration
8:30-9am	Research Update	Stefan Tornquist, MarketingSherpa
9-9:45am	Landing Page Optimization Case Studies	Dr. Flint McGlaughlin, Director, MarketingExperiments
9:45-10:15am	Streamlining Global Lead Generation and Qualification Practices to Boost ROI	Chris Ladd, I H S
10:15-10:30am	Break
10:30-11am	Increasing Lead Volume by 900% by Revisiting Digital Media and Messaging Strategies	Ross Nepean, TAB
11-11:30am	Optimizing SEM Strategies from Keyword to Conversion	Gary Ware, Overland Storage
11:30am-12pm	Using a Multitouch Campaign to Optimize Webinar Attendance and Effectiveness	Katherine Staveley, HP Software Americas
12-12:30pm	Combining Search, Database and Community Marketing to Boost Lead Capture and Conversion	Brian Reed, Boxtone
12:30-1:45pm	Networking Lunch
1:45-2:15pm	Optimizing a Paid Search Marketing Program through Testing and Measurment	Micheal Veit, RSA Security
2:15-2:45pm	How an Integrated Social Media Program Doubled Lead Volume at Elastic Path Software	Jason Billingsley, Elastic Path Software
2:45-3:15pm	Using Professional Networking Tools for Brand Awareness and Lead Generation	Kimberly Enright, Gianni Michael Lyle, Certain Software
3:15-3:30pm	Break
3:30-4pm	Boosting Demand Generation by Revamping Your Awards Program	Dawn Brister, Cisco
4-4:30pm	Combining PR, Web Content and Events for Low-cost Demand Generation	Paul Dombowski, VOIPShield
4:30-5pm	Viral Video: Engaging Your Customers to Execute Your Promotion	Raya Dubner, Jakub Mochon, Siemens
5-5:30pm	Taking the Show on the Road: Generating Leads for an Over-extended Sales Staff	Steven Amiel, MarketingMentors
5:30-7pm	Networking Reception
Tuesday, October 7(Boston) and 28(San Francisco)
Session Time	Session Brief	Speaker & Company
8-9am	Networking Breakfast
9-9:45am	Playbook for Effective Lead Management	Brian Carroll, CEO, InTouch
9:45-10:15am	Cross Sell/UpSell: The New Microsoft Strategy for Doing Both at the Same Time	Francios de Laigue, Microsoft
10:15-10:45am	Closed-Loop Marketing on a Shoestring: Getting the Most from Your People and Technology	Cynthia Nottoli, Ping Identity
10:45-11am	Break
11-11:30am	Optimizing Lead Quality through Avaya's Lead Refinery Process	Dennis Head, Avaya
11:30am-12pm	Using Public Relations to Reach New Markets and Avoid Commodification	Alan Isacson, ABI
12-1:15pm	Networking Lunch
1:15-1:45am	Generating Quality Leads by Targeting the C-Suite	Jarvis Cromwell, StormExchange
1:45am-2:15pm	Karma and Demand Generation: Getting other Companies to Fund Your Marketing Budget	Denise Sparks, Exeros
2:15-2:45pm	Innovations in Email Marketing 2008	Campaign to be Selected
2:45-3:30pm	Landing Page Analysis Live!	Dr. Flint McGlaughlin, MarketingExperiments
3:30-3:45pm	Interactive Audience Q&A	MarketingSherpa Team
3:45-4pm	Top 5 Takeaways	MarketingSherpa Team

Agenda for B-to-B Demand Generation Summit - Boston and San Franciso

Monday, October 6 (Boston) and Monday October 27 (San Francisco)

7:15-8:30am
Networking Breakfast and Registration

8:30-9:00am
B-to-B Research Update

A timely snapshot of strategies and lead generation techniques that are delivering results for B-to-B marketers.

Stefan Tornquist, Research Director, MarketingSherpa

9:00-9:45am
Landing Page Optimization Case Studies

Dr. Flint McGlaughlin, Director, MarketingExperiments

9:45am-10:15am
Streamlining Global Lead Generation and Qualification Practices to Boost ROI

IHS, a leading global business information provider, takes advantage of technical abstracts with RFQ forms to facilitate a highly effective SEO approach to lead generation. With multiple products and a presence in 25-30 countries, lead nurturing is enabled by phone and email and has resulted in a recurring revenue stream that has become, by far, the top performing IHS initiative for customer acquisition. If you�re highly invested in online marketing, you�ll benefit from this integrated approach to optimize every step of the web inquiry and qualification process.

Chris Ladd, VP of eBusiness, IHS

10:15am-10:30am
Refreshment Break

10:30am-11:00am
Increasing Lead Volume up to 900% by Revisiting Digital Media and Messaging Strategies

In 2005, TAB, an international records management company was collecting a handful of unqualified leads through its corporate website every week. As a new crop of competitors came on the scene, TAB revamped its marketing content and developed a multi-channel strategy involving email, search and Web 2.0 strategies to heighten engagement. Through optimizing their website, revamping their newsletter and other methods, TAB grew its house list from 3500 to 18,000 records management fans in 24 months. Even with the increased competition, the company�s marketing program is generation over 250 qualified leads per week. Hear how it was done.

Ross Nepean, VP, Global Marketing, TAB

11:00am-11:30am
Optimizing SEM Strategies from Keyword to Conversion

Overland Storage, faced with diminishing paid search conversions, revamped their entire SEM campaign to focus on search intent as a trigger for landing page conversion paths. Audience segments were identified and testing strategies were implemented to create effective messaging and offers. The presenter shares actionable advice on implementing a holistic SEM strategy focusing on intent, lifecycle, ad message, landing experience and even post-conversion messaging and offers.

Gary Ware, Web Marketing Manager, Overland Storage

11:30am-12:00pm
Using a Multi-Touch Campaign to Optimize Webinar Attendance and Effectiveness

HP recently gained 587 demo registrants from 5,000 targeted US customers to generate awareness and upsell on a newly acquired solution. A 3D mailer was the centerpiece of a highly successful webinar promotion campaign that also included email, sales rep outreach, guided voicemail and website promotion. Hear about the keys to the success of the campaign including list �warm-up�, message management, and tips for gaining the support and enthusiasm of the sales team and management.

Katherine Staveley, Marketing Programs Manager, HP Software, Americas

12:00pm-12:30pm
Combining Search, Database and Social Community Marketing to Boost Lead Capture and Conversion

Your competition is increasing. Your marketing resources are not as substantial as you would like. Meet the challenge head-on by driving lead incubation and conversion through a blend of search, database campaigns and social community techniques. With a sharp focus on metrics, Boxtone�s CMO demonstrates methods for optimizing landing pages, establishing personas and scenarios and leveraging third-party community sites, all with an eye on your competition.

Brian Reed, Chief Marketing Officer, Boxtone

12:30pm-1:45pm
Networking Lunch

1:45pm-2:15pm
Optimizing a Paid Search Marketing Program through Testing and Measurement

RSA launched an extensive, global, multilingual paid search marketing program in 2006 and continues to refine it to this day. RSA has driven improved results through systematic testing, measurement and analysis. Moving through several changes in approach and underlying objectives, RSA�s paid search program continues to be a fundamental element of the company�s demand-generation and marketing communications mix. You�ll see how RSA tested to improve click-through, conversion and cost per lead and how changes in program objectives drove changes in program success metrics. You�ll get tips and insights from the experience of this major, global technology brand.

Michael Veit, Sr. Manager, Database Marketing & Measurement Group, RSA Security

2:15pm-2:45pm
How an Integrated Social Media Program Helped to Double Lead Volume at Elastic Path Software

Learn how Elastic Path launched a blog on a shoestring and made it the most subscribed eCommerce blog online. Gain actionable advice on leveraging viral campaigns, �linkbait�, webinars and whitepapers to gain subscribers and attention. The presenter shares tips for harnessing leads from your social media momentum and engaging the sales team by engaging their best prospects.

Jason Billingsley, VP Innovation, Elastic Path Software

2:45pm-3:15pm
Using Professional Networking Tools for Brand Awareness and Lead Generation

Hear how Certain Software is leveraging a new integrated marketing campaign titled �We�re about what you�re about� as part of a strategy to optimize its brand awareness and increase its ability to generate leads online. The campaign highlights experiences of meetings and events professionals and is delivered across a variety of social networking and other Web 2.0 marketing vehicles, including Facebook, microsites and blogs. �We�re about what you�re about� is a departure from a typical direct selling approach, allowing Certain to engage with its prospective user base on things that truly matter to them everyday - making peer connections, saving on costs or implementing sustainable event practices.

Kimberly Enright
Director of Marketing, Certain Software, Inc.

Gianni Michael Lyle
Marketing Communications Specialist, Certain Software, Inc.

3:15-3:30pm
Refreshment Break

3:30pm-4:00pm
Boosting Demand Generation by Revamping Your Awards Program: How Cisco Increased Entries by 59%

For almost a decade, Cisco has used its Growing with Technology Awards both to generate excitement over using technology to enhance the lives of others and to help promote the Cisco brand. In 2007, Cisco freshened the awards program and promotion strategy and saw a 59% increase in entries in one year. The awards campaign focused on companies that use technology to make a difference in the world and was closely tied to Cisco�s Human Network Campaign. The case study addresses the messaging and campaign elements including direct mail, web banner advertisements and email.

Dawn Brister, Integrated Marketing Communications Manager, Cisco

4:00pm-4:30pm
Combining PR, Web Content and Events for Low -cost Demand Generation

Here�s proof that a tightly integrated online/offline demand generation program can be executed on a low budget. The speaker provides lessons learned from developing a tightly integrated campaign that balances lead generation activities with awareness efforts. With a focus on a multitude of marketing activities including webinars, special events, speaking opportunities, blogging and traditional PR activities, this session will give you the measurement tools necessary to demonstrate ROI on these activities to your senior management..

Paul Dombowski, Director of Marketing, VOIPShield

4:30pm-5:00pm

Viral Video: Engaging your Customers to Execute Your Promotion

In the YouTube-style �Win an MRI Campaign,� Siemens leveraged word-of-mouth, grassroots marketing and social media to put the spotlight on their customers with great results. Community hospitals from across the country submitted emotional and entertaining videos and had the chance to win an MRI valued at $1 Million. Videos were posted on a website and hospitals reached out to their communities to get people to vote for their video. Over 100 hospitals submitted videos and created community interest and awareness of the MRI. Get inspired to develop an innovative closed-loop demand generation program that leads to sales.

Raya Dubner, Director, Modality Marketing, Siemens Medical Solutions
Jakub Mochon, Marketing Manager, MRI Division, Siemens Medical Solutions

5:00pm-5:30pm

Taking the Show on the Road: Generating Leads for an over-extended Sales Staff

This session demonstrates how to market and follow up on a 10-City Roadshow utilizing a utilizing micro site, PURL, direct mail and telemarketing. The case study will focus on Kodak and how they gathered more prospects to one room at one time than they could have otherwise seen in six months. Learn to effectively use the seminar as a basis to begin a business conversation with prospects With an emphasis on testing and survey implementation, the presenter shares strategies for collecting critical information from sales prospects and then acting on it effectively.

Steven Amiel, CSO Marketing Mentors

5:30pm-7:00pm
Networking Cocktail Reception

Tuesday, October 7 (Boston) and Tuesday, October 28 (San Francisco)

8:00am-9:00am
Networking Breakfast

9:00am-9:45am
Playbook for Effective Lead Management

Brian Carroll, CEO, InTouch

9:45am-10:15am
Cross-Sell/Up-Sell: The New Microsoft Strategy for Doing Both at the Same Time

The session is based on an entirely new way of targeting customers to drive cross-sell and up-sell simultaneously. Be among the first to hear how to build targeting models that will improve the quality of your leads, drive conversion rates and improve the ROI of your campaigns. The model will be applicable to marketing organizations of many shapes and sizes. Don�t miss this one if you are under pressure to better leverage an existing customer base to drive your revenue.

Francois de Laigue, Product Management, Microsoft

10:15am-10:45am

Closed-Loop Marketing a Shoestring: Getting the Most from Your People and Technology

Closed-Loop B2B Marketing can be done with a small budget and a tiny staff by leveraging technology and having clear processes in place. You�ll hear how integrated marketing drives over 80% of new business revenue for this lean organization which regularly competes with much larger enterprises for new business. Practicing �Agile Marketing� within the context of a plan is key; along with a good relationship with your sales organization and vendors. Tools and processes will be examined within the context of a very current campaign. A must-attend for early-stage marketing organizations and those who are being told to do more with less.

Cynthia Nottoli, Director Marketing Communications and Programs, Ping Identity

10:45am-11:00am
Refreshment Break

11:00am-11:30am
Optimizing Lead Quality through Avaya�s Lead Refinery Process

Avaya�s �Lead Refinery� process has been highly successful in qualifying inquiries and delivering them to grateful managers of direct and indirect sales channels. Hear how Avaya�s lead generation team captures, enhances, and scores inquiries prior to the telequalification process which fully qualifies the lead. Gain insight into the use of various lead quality criteria for both SMB and Enterprise leads and the specific procedures that have resulted in a sales force that grades leads as 70 - 80% qualified.

Denny Head, Director, eDemand Lead Generation, Avaya Communications

11:30am-12:00pm
Using Public Relations to Reach New Markets and Avoid Commodification

A strong media relations effort will go a long way toward getting the attention of your target market, but how exactly do you get the attention of the writers and the editors who are in a position to tell your story to your prospects on a regular basis. Get the inside scoop on creating compelling stories about your value proposition that will make their way into print.

Alan Isacson, ABI

12:15pm-1:45pm
Networking Lunch

1:15pm-1:45pm
Generating Quality Leads by Targeting the C-Suite

In just short of a year, VC-backed Storm Exchange has established itself as a leader in the area of weather risk management and successfully launched itself onto the national stage and onto the radar of C-level executives of major companies across several industries. Hear how sales, marketing and PR efforts were combined at minimal cost for maximum lead generation and nurturing.

Jarvis Cromwell, Chief Marketing Officer, StormExchange

1:45pm-2:15pm
Karma and Demand Generation -- Getting Other Companies to Fund Your Marketing Budget

This case study will provide actionable advice on establishing a consortium of companies that will actually work together instead of talk, argue, stonewall or compete. Exeros, an early-stage software company, saw an overwhelming desire among prospects for education in a new IT project area -- master data management. What started as a series of free webinars in late 2007, is today MDM University -- a consortium of vendors, consulting companies and thought leaders, who share leads, costs, and marketing strategies to reach their prospects by offering high-value, industry expert-provided education on the topic. (www.mdmuniversity.com) When properly executed, the win/win model gives everyone from vendors to thought leaders to customers exactly what they want.

Denise Sparks, Director, Demand Generation, Exeros

2:15pm-2:45pm
Innovations in Email Marketing in 2008

MarketingSherpa staff selects one of the year�s most successful and innovative B-to-B email marketing campaigns to highlight in this case study.

2:45pm-3:30pm
Landing Page Analysis Live!

Dr. Flint McGlaughlin, Director, MarketingExperiments

3:30pm-3:45pm
Interactive Audience Q&A

3:45pm-4:00pm
Top 5 Takeaways

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B-to-B Demand Generation Summit 2008 - East & West