Sessions

MORNING KEYNOTE:

Welcome to the BuyerSphere
Gord Hotchkiss, CEO, Enquiro

After hearing from over 4,000 different companies regarding buying practices, what did Enquiro learn? Well, we learned that a lot of what we assumed to be true about B2B buying simply wasn't:

• Emotion does play a part. A huge part!
• The model of a buying funnel is drastically oversimplified.
• Marketers separate online and offline strategies. Prospects don't.
• You have to develop an outside in view of yourself in the marketplace.
• The Web can hide much of what is happening on the client side.

A major B2B research initiative, conducted by Enquiro with input from Google, Business.com, Covario, Marketo and DemandBase, showed that most marketers aren't effectively leveraging online assets to their best potential.

The BuyerSphere project looks at how online strategies became artificially separated from traditional best practices, how they can be more effectively integrated and the part search plays as a major influencer. The study represents a major step forward in understanding B2B buyer patterns and the part online marketing can play in influencing them.

AFTERNOON KEYNOTE:

The Future of B2B Search Marketing
Jay Middleton, Senior Manager, Worldwide Search Marketing, Adobe

See how the future of B2B search marketing will evolve beyond tactical lead generation and begin to focus on the customer all the way through the buy cycle. Most of today’s B2B marketers rely on over-simplified metrics (cost per lead / lead conversion) ad copy (to increase click-through) and landing pages – all in an effort to increase the sheer quantity of leads. Learn how today’s cutting-edge B2B Search Marketing is about measuring total ROI including cost and sales value per customer across multiple marketing and sales customer touch points. Also see how search keywords should be mapped to determine where the customer is in the buy cycle and their relative buying sophistication leading to more personalized and relevant customer engagement through scoring and nurturing programs. Lastly, we’ll cover how sophisticated B2B search marketers are utilizing search and keyword behavior to provide actionable insight to the sales organization for increased lead qualification and pipeline creation. In short, you’ll leave with three actionable insights:

• What are the Right Metrics & Measurement for B2B Search Marketing Campaigns?
• Examples of Mapping Keywords to Lead Scoring & Relevant Nurturing Campaigns
• How to Provide Actionable Insights from Search to your Sales Team
  

Case Studies can be incredibility effective in allowing you to benchmark against your peers. They can also suggest ideas that you may not even have thought of trying in your marketing campaigns, and they trigger great discussions that can lead to “Ah-Ha” Moments. Join us, take notes and ask questions as our expert panel shares B2B client cases studies that achieved desired results, met client goals and increased ROI. 

What is the biggest marketing challenge you are currently facing? Getting more leads? Converting more leads to sales? Measuring your campaigns effectively? Justifying your Search Marketing budget to your boss?  Allocating your budget effectively? Finding the time to integrate Social Media into your marketing strategy? Figuring out what your marketing mix should be in this Search 2.0 environment? Whatever it is our panel of experts can help  you define your Search Marketing action plan and set priorities for 2010.

Learn how to generate a more effective CPA, cover every keyword that qualified prospects would reasonably search on, deliver relevant ad copy for every keyword and map every keyword to a tested converting landing page. We’ll show you how to design your campaigns so that specific terms, ad groups and campaigns are all optimized effectively, and the data is tracked effectively through your back end CRM system.

Strategy Session 2: After the Click
Effective Landing Page Optimization for Lead Generation - What Works for B2B and Why

This session will review the challenges and approaches unique to B2B marketers in developing effective landing pages that drive sales within the structure of a “Quality Score” environment. When your sales don’t happen on your website, how do use your landing pages to move prospects more quickly and easily down the sales funnel? Join our expert panel as they share strategies that turn poor performing landing pages into winners, and will have your sales team kissing your feet!

Strategy Session 3: Online PR
Often the Forgotten Piece of B2B Online Strategy - And Yet So Effective When Done Correctly. Expert Tips for Better ROI

PR has to be the most often overlooked piece of the B2B Marketers’ toolkit and yet when done right it can be incredibly effective for both large AND small B2B marketing budgets. But this is not the PR from your early marketing days. This PR can not only generate buzz for your brand and product but can also improve your search engine rankings and drive more qualified visitors to your site. Nowadays, PR isn’t just about sales copy designed to entice journalists to pick up the phone and call you. To do it effectively you need to include: Video, Articles, White Papers and more. All of these strategies can come together to make PR one of your best inbound marketing efforts.

Strategy Session 4: Social Media
Why Blogs and Social Media Should be Part of Every B2B Marketers Toolkit

Doesn’t it seem like every publication you subscribe to is touting the benefits of Social Media now? But is it just the “New Shiny Marketing Penny” or does it actually have real application in a B2B Search Marketing Campaign? How do you find the time as a senior marketer to engage in it? What Social Media applications are actually paying off for B2B Marketers? Join our Social Media experts as they make the case for Social Media as a critical part of your B2B Search Marketing strategy and why it may just be the easiest way to generate customer ambassadors for your brand and leads for your sales team.