Building a Database that Results in Sales Leads: Acquisition Methods and Incentives Compared
No matter what tactics are employed for a lead generation campaign, it all starts with the database. And in a down economy, expanding your contact base is even more crucial to retain customers and drive sales leads. Learn how PTC built a database of contacts in a new market, in addition to broadening contacts in existing markets, to better support internal direct response campaigns and reseller efforts. The presenter will share the effectiveness of various database creation methods, including telemarketing contact discovery, direct mail, list appends, and list rental. She will also share metrics on a variety of response incentives, including surveys, promotional products, webinars, events, analyst reports, and white papers.
Erin Daly, Enterprise Marketing Program Manager, PTC Implementing a Multi-Channel, Multi-Wave Marketing Strategy Driven by Analytics
Integrated, multi-touch lead generation campaigns are vital to marketers with long sales cycles, but maintaining a consistent message across online and offline channels can be a challenge. Learn how SAGE publishing implemented a multi-channel, multi-wave marketing strategy driven by a close analysis of customer data to deliver a more personalized campaign and increase the number of high-value, relevant touches during the sales cycle. This case study will focus on campaign implementation, showcasing before-and-after results.
Tom Hayden, Director of Marketing Systems, SAGE Publications
Migrating to B2B 2.0 Marketing: Pitfalls, Lessons Learned, and Successes
Making the most of Web analytics can take your lead-generation efforts to the next level. Find out how National Instruments transitioned toward a flexible, open analytics strategy that resulted in better leads and superior returns.
Akin Arikan, Director, Product Marketing and Strategy, Unica Corporation & Maureen Thormann, Senior manager, Web Content Group, National Instruments
Research Exclusive: How Marketers are Integrating Social Media into the Communications Mix
Social media lets marketers identify buyers they couldn�t locate before, while helping them create more intimate relationships. But at the end of the day, social media is just another channel. Marketers that are stressed about how to integrate social media into their existing plans can relax -- social media can piggy back onto what marketers have worked hard to put into place.
Richard Fouts, Research Director, Gartner for Business Leaders
Using Social Media to Create Lead-Rich Online Communities
Social media gives companies the opportunity to create natural prospect pools online. See how Genoo used a LinkedIn group to add prospects to their mailing list and convert them into customers. The presenter will share how to create the right kind of group and keep members involved; how to convert group members to your company�s mailing list; and how to optimize lead nurturing efforts to develop warm leads for the sales team.
Kim Albee, CEO and Founder, Genoo
Social Media Lead Generation Secrets to Success
In this economy, leads have become increasingly difficult to find. Sales cycles are growing longer. Marketing budgets are being frozen or reduced. And the sales force is demanding more leads and opportunities. To complicate matters, traditional communications channels are no longer producing the results you need. Where can the battle be won?
In this session, you�ll learn how three B2B marketers have successfully used Twitter, LinkedIn, blogs and other emerging social media channels to generate a higher volume of leads at a significantly lower cost. They will share their secrets for creating lead-rich online communities, converting community members to customers, and tracking the ROI from social media to prove its effectiveness.
Moderator: Sergio Balegno, Research Analyst, MarketingSherpa Panelists: Harry Gold, CEO & Managing Partner, Overdrive Interactive, Carrie Reber, Vice President, Worldwide Marketing, Veeam Software, Kim Albee, CEO and Founder, Genoo
How to Build a Program when Every Dollar Counts -- Twice
As marketing budgets are slashed back to the core, every dollar counts twice: There�s the money spent on campaigns, plus the opportunity cost of not spending on something else. This scenario can create a hyper-focus on ROI at the expense of innovation. Learn how Ness Technologies remains innovative in driving business results but also mindful of linking every activity to business outcomes and seeking value and re-use in every marketing activity.
Aaron Dun, SVP Marketing + Global Interactive, Ness Technologies
Aligning Marketing and Sales to Re-engage Inactive Customers and Triple Lead Flow Rate
Over its 80-year history, Thomson CompuMark, the global leader in trademark research and a division of Thomson Reuters, has acquired a database of 30,000 contacts. With a zero-dollar investment, Thomson CompuMark launched a series of sophisticated, highly-personalized marketing campaigns to stimulate growth in its existing customer base. Discover how Thomson CompuMark re-engaged 10,000 contacts and tripled its annual lead flow rate.
Dave Wieneke, Interactive Marketing Manager, Thomson CompuMark
Managing a PPC Campaign Without a Dedicated Marketing or IT Staff and No Outside Agency Help
Annual sales at Thread Logic were up 28% in 2008 in an industry that saw sales drop 20%. That success was driven by their application of fundamental marketing principles to PPC campaigns. In this case study, our presenter will review how they re-defined a conversion to generate significantly more leads; optimized the conversion path to increase conversions by 49%; modified their submission form to garner more customer info; and built their brand.
Jeff Taxdahl, President/Owner, Thread-Logic
Driving Sales and Marketing Efficiencies with Lead Scoring
With more 20,000 new contacts entering their database each month, CollabNet�s challenge was to distinguish sales ready leads from prospects who needed further nurturing. Their response was to put a lead scoring system into place that not only ranked and delivered the right leads to the sales team -- but allowed the company to better forecast sales cycles by replacing assumptions with trend data. They�ll share what they�ve learned to help you take your lead scoring efforts to the next level.
Emily Salus, Senior Marketing Manager, CollabNet, Inc.
Buyer Personas: Critical Drivers in Effective Lead Nurturing Strategies
Fujitsu Network Communications, a leading designer and manufacturer of fiber-optic transmission and IP broadband platforms, will share how adopting personas helped them create relevant messaging for prospects and automate key elements of their marketing process. Fujitsu will be joined on stage by Bulldog Solutions, who will review key steps to developing B2B buyer personas.
Ahmed Taleb, Director of Strategic Planning, Bulldog Solutions & Michael Rapp, Manager of eMedia, Fujitsu Network Communications
Attract, Convert and Retain Customers Through Relevant, Engaging Content
Sun Microsystems faced a challenge-they had fewer resources to move leads through the sales cycle. Their response was to create a rich system that could do that for them, passing leads to sales only when ready. Learn how Sun Microsystems created a dynamic content strategy aimed to attract, convert and retain loyal customers through the power of engagement. This case study will showcase best practices for determining the right content strategy for your marketing, development suggestions to revive content you already have, business case tools designed to increase the stickiness factor with your customers and dynamic campaign examples that feature quality content as the core of Sun Microsystem�s marketing strategy.
Julie Wisdom, VP/Executive Creative Director, Babcock & Jenkins & Julie Lamphiear, Marketing Director, Sun Microsystems
The Marketer as Publisher: Mapping Content to the Buying Cycle and Prospects� Needs
By mapping the content creation process to the buying cycle and lead management processes, Novell has been able to reduce content creation costs, make better use of the content they have, and create closer engagement with prospects. Co-presenting with Novell will be a principal analyst from IDG Connect, who will share new industry research into the role of content in the B2B marketing process, including: which content types and formats work best for reaching members of the B2B buying committee at every stage in the sales process; the impact of relevant content on making a buyer�s shortlist; and the top five mistakes in connecting content to lead generation programs.
Troy Monney, Novell & Bob Johnson,Vice President & Principal Analyst, Content Optimization Practice, IDG Connect
Exclusive Research: The State of the B2B Newsletter
Is your newsletter making an impact? Bredin Business Information conducted exclusive research with leading SMB marketers for this presentation on the impact of email newsletters versus Twitter, Facebook and other social media tools. Come learn how marketers are using newsletters (and what results they are getting) versus how SMBs perceive their value.
Stu Richards, CEO, Bredin Business Information
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