Pre-Conference Workshops

Get a jump on the competition by attending these pre-conference workshops. You’ll learn how to take you marketing efforts to the next level!

Optimizing B-to-B Lead Generation Results: The Complete Seven-Step Process to Sales-Ready Leads and Results
The generation of sales-ready leads is the number one objective of all B-to-B marketing departments – always has been and always will be! To develop a lead process that produces a steady stream of these leads requires that every one of the seven critical steps are operating at peak levels, as a breakage in even one of the links in the chain will result in not only a sub-optimized lead system, but also a dissatisfied sales group.

In this intensive workshop, you’ll discover how Targeting, Segmentation and Database Development; Campaign Development; Campaign Execution; Lead Qualification; Lead Cultivation and Development; Hand-off, Measurement and Analysis; and Setting Appointments for Sales all work together to maximize your efforts and garner leads.

Speaker:
John M. Coe, President and Founder, The Sales & Marketing Institute

Understanding the Fundamentals of How Social Media, Search Engine Optimization, Website Usability and Analytics Provide Lift to All Direct Marketing Campaigns
As a direct marketer today, you must understand the fundamentals of online marketing and how they affect your efforts. In this workshop, you will learn the fundamental principles that make for a successful search marketing campaign, user friendly website and what metrics to be tracking to measure business success. In addition, there will be a discussion on how social media is impacting human behavior and the direct affect on marketing as a whole. Overall, you’ll take away the how to’s behind creating a go-to-market plan & strategy that will dramatically improve your website and online campaign performance.

GUARANTEE: Attend this complete session tailored for marketing professionals, and you’ll be able to:

• Identify appropriate areas to improve your website and online campaign effectiveness
• Ensure your Search Engine Plan for ‘08 is up-to-speed with all the latest changes
• Make sure you are measuring what means the most through analytics and a Key Performance Indicator Strategy
• Strike a balance between creating the optimal user experience and conversion rates for your site
• Achieve your lead and sales targets within budget

Speaker:
Aaron Kahlow, Managing Partner, BusinessOnLine

B-to-B Analytics: It’s Not Just About Traffic Anymore
As the web continues to evolve, so must our approach to analyzing our B-to-B website data. To gain a competitive advantage today, leading B-to-B organizations must be able to go beyond simply tracking analytics data and take a truly proactive approach towards taking action on this data.

In this workshop you’ll:

• Understand how to go beyond just simply tracking your B-to-B site data
• Determine which types of data are most meaningful to you as a B-to-B marketer
• Investigate best practices for analyzing B-to-B website data
• Discover the tools that can be leveraged to make you a more efficient B-to-B marketer

Speakers:
Bill Bruno, Principal, Stratigent, LLC
Aaron Toledo, Sr. Online Marketing Analyst, BusinessOnline