The most significant trend affecting B2B marketing is the growing role of data and analytics. In almost every area—lead generation, qualification, conversion, and multichannel marketing—effective data analysis has become the cornerstone must-do for success. However, many marketers don’t have a natural affinity for analytics and tend to resist its key function. Nevertheless, in light of the new drive toward quantifying marketing’s ROI and contribution to the bottom line, data has taken center state in B2B marketing.
This presentation will examine the major trends currently changing the nature of B2B multichannel marketing, and how data and analytics are playing a front-and-center role. We will describe the key types of analytical tools available to B2B marketers and how each can be used to address three critical challenges:
- Understanding customers and prospects
- Driving demand
- Measuring results
Attendees Will:
1.) Understand the state of B-to-B marketing analytics to help make investment decisions.
2.) Gain a framework for evaluating different analytical capabilities. Which tools might best help address specific challenges?
3.) Hear examples of companies successfully applying analytics to common b2b marketing challenges
Speaker: Andrew Hally, Vice President, Segment Management and Product Marketing, Unica Corporation
Andrew Hally leads Unica Corporation's Segment Management and Product Marketing teams, which are responsible for understanding Unica's core market segments; defining and delivering appropriate, differentiated solutions; and implementing go-to-market programs. Prior to joining Unica five years ago, he held marketing management positions in software marketing with SensAble Technologies and White Pine Software. He also spent five years as a venture capitalist and management consultant
Registration Rates
| Council Member: | FREE to B2B and Analytics Council |
| DMA Member: | $149 |
| Non-Member: | $199 |
* When registering for this event, DMA Members will receive a FREE one year Business-to-Business Council or Analytics Council membership. This offer is not available to prior or current B-to-B Council and Analytics Council members and is only valid for the first year of Council membership. Membership must be renewed annually.
See information on how to join DMA.
Ways to Register
| Online: | Register Now |
| Fax: | 212.302.7643 |
| Phone: | 212.790.1500 |
| Mail: | Printable Form DMA Customer Service 1120 Avenue of the Americas New York, NY 10036-6700 (Check payable to DMA) |
For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.
Payment Policy and Confirmation
In order to confirm your place in this event, we require payment in full. From time to time, we change a date or location of an event. If we need to change a date or location for any reason, you will be contacted. If you have not received confirmation of your attendance from DMA, please call 212.790.1500 to ensure your seat.
Virtual Seminar Cancellation Policy
If you cannot participate in the virtual seminar, please contact DMA Customer Service prior to the event to have your registration fee held on account for a future event. If you must cancel your registration altogether, DMA will refund the registration fee in full if canceled at least one (1) business day in advance of the event. Registrants who do not cancel or arrange to have their registration fee held on account prior to the event, and fail to attend the event, forfeit their full registration fee.
If DMA cancels the event for which you have registered, the registration fee paid will be held on account for a future event or fully refunded if you prefer. DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended, postponed, or canceled.
DMA Money-Back Guarantee
You will be 100% satisfied with what you learn or we will refund your registration fee in full.* We can afford to make this offer because we know that this seminar will exceed your expectations. It's part of our commitment to providing you with the highest possible quality in education and training.
*Requires written request within 30 days of the seminar.
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