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Integration of Offline and Online Strategies Is Key at DMA B-to-B Interactive Conference
New York, August 3, 2006 – The Direct Marketing Association (DMA) announced today it will present the Business-to-Business Interactive Marketing Conference September 11 – 13, 2006, at the Westin Kierland Resort in Scottsdale, Arizona. DMA has moved the direction of its former fall B-to-B conference from a program concentrated on sales and marketing to one that reflects the increasingly sophisticated, technology-driven choices marketers today have for communicating with their customers and prospects.
The conference will present methods for effectively integrating online and offline channels in order to maximize the effectiveness of the whole marketing campaign. Lively presentations at the newly created thought leader general sessions will be followed by roundtable discussions and a luncheon panel presentation on “The Future of B-to-B Online Marketing” that will be moderated by Ellis Booker, editor, BtoB Magazine.
Interactive labs and critiques are new features of the program designed to provide attendees with an opportunity to improve their skills in search engine marketing, Web site usability, and producing e-mail creative.
In addition, an outstanding schedule of intensive workshops will allow an in-depth exploration into three of the most crucial areas of online marketing.
Thought Leader General Sessions
“Defining the Optimal Online Experience”
Russell A. Fleming, managing director, fedex.com customer experience marketing, FedEx
Russell A. Fleming will share his insights on the FedEx approach to online customer experience management and the challenges involved in designing a site that creates a consistent brand experience and helps build customer loyalty. Attendees will learn how FedEx leverages its Web site to maintain its leadership position and how attendees can define the optimal online experience for their own Web site.
“Create Breakthrough Results with Offline & Online Marketing Integration”
Peter DeLegge, Internet marketing, Motorola
Peter DeLegge will discuss effective strategies and tactics for driving visitors online for companies of all sizes, effectively integrating and synchronizing multiple channels, building in accountability, and measuring effectiveness.
“The Future of B-to-B Online Marketing — Are You Ready for It?”
This panel discussion moderated by Ellis Booker will cover topics, including what hot technologies are coming down the pike, what challenges B-to-B marketers need to be concerned with, how customers will expect to be communicated with in the future, how to improve the online customer experience, and the role that online will play compared to other media.
Search Engine Marketing Labs
Heather Lloyd-Martin, CEO, SuccessWorks International
Heather Lloyd-Martin will discuss ways you can optimize your Web site and your pay-per-click campaigns for prime positioning and top site ROI. In addition, this session will provide the opportunity to have attendees’ sites evaluated.
Web Usability Lab
Amy Africa, president and chief imagin-8-tor, Eight by Eight
Amy Africa will preside over an interactive session that will give insight into prospects’ and customers’ experience on your Web site. Attendees will navigate a Web site while the audience observes what’s working and what’s not. Solutions for improvement will be presented.
Email Creative Critiques and Web Critiques
Joel Book, director, eMarketing Strategies, ExactTarget
Amy Africa, president and chief imagin-8-tor, Eight by Eight
Joel Book and Amy Africa will provide 15-minute one-on-one critiques of attendees’ Web sites and e-mail creative. Attendees will learn techniques that will increase e-mail marketing response rates and improvements in Web site design for increased lead generation and sales.
“Integrating Online and Offline Demand Generation and Customer Acquisition Campaigns for Increased ROI”
This intensive workshop will provide winning strategies and management methods for integrated campaigns, while examining the pitfalls that significantly hurt program performance.
“A Step-by-Step Guide to Redesigning Your B-to-B Web Site”
This dynamic workshop will provide a practical roadmap for transforming your B-to-B Web site and will supply solutions to the most common strategic, technical, and creative challenges that surface during the process.
“Web Analytics – Analyze, Measure, and Act”
This information-packed session will help online marketers analyze where their Web traffic is coming from, what site behavior should be measured, and how to take all that data and draw conclusions in order to improve lead-generation efforts and customers’ experience on your Web site in order to ultimately improve sales revenue.
2006 Program Advisory Committee
The Program Advisory Committee for the 2006 DMA Business-to-Business Interactive Marketing Conference is comprised of some of the industry's leading B-to-B marketers: Amy Africa, Eight by Eight; Barbara Basney, Xerox; Karen Breen Vogel, ClearGauge; Rebecca Butler, IBM; John H. Carson, John Deere; Randy Choco, Microsoft; Patricia Debski, Dupont; Scott Delea, DigitalGrit; Diane Gaige, Sigma-Aldrich; Heather Lloyd-Martin; SuccessWorks International; Noah Maffitt, Office Depot; William Scully, USFilter; Felix Serna Sr., Sun Microsystems; Charlie Shafton, Aspect; Todd Sims, Business.com; and Matt Zybura, Intuit.
To register or to obtain additional information about DMA Business-to-Business Interactive Marketing Conference, which will be held September 11 – 13 in Scottsdale, Arizona, visit www.dmab2b.org or call 212.790.1500.
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of business and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 50 other nations, including 54 companies listed on the Fortune 100.
In 2005, companies spent an estimated $161 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated an estimated $1.85 trillion in increased sales in 2005, or 7 percent of the $26 trillion in total sales in the US economy (which includes intermediate sales). All together, direct marketing accounted for 10.3 percent of total US GDP in 2005.
The Power of Direct: Relevance. Responsibility. Results.
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