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The Next Wave: Impact of the Internet on B-to-B Cross-Channel Marketing
B-to-B marketing professionals no longer regard Internet technologies, such
as webcasts, blogs, and e-newsletters, as exploratory media. In fact, B-to-B
marketers are embracing these channels as proven strategies to more
specifically target key customers and prospects. As developments such as
Web 2.0, viral marketing, and the social Web move from B-to-C into the B-to-B
space, marketers need to integrate Internet marketing into the core of their
B-to-B activities. This keynote address will discuss the future of B-to-B
multichannel marketing in light of the latest – and emerging – Internet
applications, and how marketers should position themselves accordingly for
maximum impact. As a leading marketing visionary, Yuchun Lee, CEO of Unica
Corporation, will discuss key technologies and best practices for B-to-B in
cross-channel marketing processes and infrastructure, as well as a roadmap
for leveraging what is currently available for B-to-B marketing – including
pitfalls to avoid.
Yuchun Lee, Chairman and CEO, Unica Corporation
The Value of Email Opt-In in a Web 2.0 World: Tapping the Customer’s
Communications Preferences and Delivering Relevant Curriculum
Based Marketing
The co-presenters will discuss the evolving Web 2.0 trends and the implications for marketers. They’ll review ways to leverage new media and unique approaches to improve customer responses, leads and customer retention. Focus will include integrating web, email and TeleWeb sales resources, integrated, multiphase customer-centric marketing, compelling best practices to deliver more leads and customer-triggered marketing. This session will discuss how to build credibility with the customer and feature how to leverage the latest online techniques plus proven email tactics to communicate on customer terms.
Moderator:
Pam Evans, WW Web Marketing Manager, IBM Corporation
Panelists:
Jeanniey Mullen, Executive Director and Senior Partner, Global Email Marketing and Digital Dialogue Services, OgilvyOne worldwide
Robert Powers, Senior Vice President, Marketing, Digitasgister
