Keynote Address: Digital Marketing and the Rearchitected Demand Waterfall
Speaker: Tony Jaros, SVP, Research, SiriusDecisions
In 2006, SiriusDecisions introduced a model that would change b-to-b demand creation forever: The waterfall, a shared view between marketing and sales of the health of an organization's new business activities. In 2012, it introduced a revised waterfall based on six years of learning alongside b-to-b market leaders, taking into account their biggest waterfall-related successes and frustrations.
This "rearchitected" waterfall has significant impacts across the marketing and sales landscape: Those who manage any form of digital marketing or the tools needed to execute it in a best-in-class manner -- demand creation, social media, content -- are no exception. In this keynote, Tony Jaros will examine the importance of digital marketing at different waterfall phases, and the steps b-to-b marketing leaders are taking to ensure that digital is making the biggest impact on waterfall conversion rates possible.
This panel of lead gen experts will discuss how they're using social media, mobile and content to enhance their lead gen efforts and deliver the right information at the right time to prospects.
Moderator: Kate Maddox, Executive Editor, BtoB
Wondering how can you can filter the noise to turn site and social activity into sales? What opportunities exist for Marketing to leverage insight across multiple mediums and channels to drive Sales revenue, recognize competitive threats and protect current customers? In this session we will leverage best practices from high-volume low touch selling SaaS business models and apply to transactional and traditional enterprise sales cycles to generate and nurture net-new leads and identify new opportunities-- at scale building a closed-loop marketing automation engine.
A panel of BtoB's top interactive agency executives will discuss leading trends in b-to-b digital marketing, from content marketing and mobile to emerging platforms. Agency leaders from Traction, MRM and Digitas will highlight effective digital strategies for their b-to-b clients in an engaging discussion.
Moderator: Kate Maddox, Executive Editor, BtoB
During BtoB's 4th annual Social Media Marketing Awards, we will honor the winners and finalists of our Social Media Marketing Awards and People's Choice Awards with categories ranging from Best use of Facebook and Best Corporate Blog to Best Social Media Integrated Campaigns. Meet and exchange ideas with fellow attendees over lunch while being inspired by the selected campaigns that have built viral buzz for their brands.
Thanks to Facebook, LinkedIn, Google+ and Ning, it's now easier than ever for B2B companies to create customer communities - but getting value from them is another story. Social networks are littered with the empty shells of communities that never took off because organizers lacked the time or vision to make them work.
However, some companies have achieved dramatic success using customer communities to become foundries of ideas, marketing support, lead generation and new revenue. What's their secret? This panel examines the factors that make B2B communities a success and the financial benefits that successful community organizers can realize from them.
Moderator: Paul Gillin, Social Media Strategist and BtoB Columnist
Marketers increasingly are realizing that content is the fuel that powers the inbound marketing engine. But have they wrapped their minds around how to serve up high-impact, insightful content that really makes that inbound engine roar!? In this session, three cutting-edge content marketers relate the details of their programs to date, what they've learned and how they're adjusting their content-marketing efforts in support of social media, mobile, search, sales enablement, direct marketing, their channel partners ... and, most importantly, revenue.
Moderator: Christopher Hosford, East Coast Bureau Chief, BtoB
As mobile usage grows among b-to-b audiences, marketers have more opportunities than ever to deliver targeted, relevant messaging on mobile apps and websites. This panel will feature new research on b-to-b mobile marketing from International Data Corp., as well as cutting-edge mobile strategies from b-to-b marketers across a range of industries. Find out the latest trends in mobile apps, mobile-enabled websites and content delivery on mobile devices.
Moderator: John Obrecht, Editor, BtoB
Relax and connect with fellow attendees about the information you've acquired over the course of the day. We'll also announce the winner of our drawing for an iPad mini! (Must be present to accept prize)