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B2B Lead Gen Metrics

San Francisco, March 13-18, 2011

There is so much information about ecommerce and consumer oriented marketing that people forget the special need of the business to business world. Getting the marketing mix right, measuring email and search marketing and even identifying proper goals for success assessment are different in the B2B world. This track looks at lead management, lead quality scoring and all the issues that plague companies that have a direct sales force or a distribution chain to manage.

Wednesday, March 16 • 10:30am – 11:15am • B2B Lead Gen Metrics 1

Search Analytics in a B2B World

Barbara Coll, CEO, Webmama.com
John Forrester, Director, Web Marketing, VMware
Andreas Ryuta Stenzel, Manager, SMB Marketing, TRUSTe

The B2B world suffers from the complexities of attribution modeling (was it the Press Release or the new home page content that created more leads through search?), balancing brand-bidding versus category and figuring out how to avoid paying for tire-kickers and academics when you really want evaluators and purchasers. Barbara, Andreas and John will talk about the challenges and opportunities of B2B search measurement including SEO insights/tools, lead generation analysis and subsequent actions and keyword analysis. They will discuss their trials, tribulations and lessons learned about staying in tune with and on top of search visibility and lead generation in global B2B companies.

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Wednesday, March 16 • 11:20am – 12:00pm • B2B Lead Gen Metrics 2

B2B Lead Management Quantification

Mac McIntosh, President, McIntosh Inc.

The B2C conversion funnel is turned on its side and becomes a pipeline in the B2B world. Managing leads is much different from managing consumer purchasing behavior. Mac specializes in helping companies generate more high-quality B2B sales leads, turn them into sales, track and measure results, and prove a favorable return on investment. In this session, Mac shares tips for linking marketing communications investments to leads and sales and provides insights for determining your marketing budget and getting it approved.

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Wednesday, March 16 • 2:15pm - 3:10pm • B2B Lead Gen Metrics 3

Best-in-Class Best Practices for B2B Marketing Metrics

Adam Greco, Director of Web Analytics, Salesforce.com

Think the lack of a shopping cart is a brick wall? Think again. Adam shares advanced tactics B2B companies can leverage based upon his work at Salesforce.com. Come learn how to connect the dots between website visitors and pipeline management through lead generation data integration. See how Salesforce.com uses customer data to inform prospective customer targeting. At Salesforce.com, data is viewed as a strategic part of business initiatives instead of a reporting afterthought. Learn some ways that you can better position yourself (and your team) to be more relevant and vital to your executives.

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Additional Tracks:

Web Analytics Fundamentals
Web Analytics Advanced
Social Media Metrics
Media Optimization Track
Deep Data Diving
Mobile Marketing Metrics
Marketing Analytics
In a Class By Itself
Marketing Optimization Clinics
eMetrics Marketing Labs
Roundtable Discussion

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