Business to Business

San Jose, May 4-6, 2010

So much is written and so many conferences are directed at ecommerce and consumer oriented marketing companies that the business to business world gets left behind. 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.

Thursday, May 6 • 11:15am – 12:10pm • Business to Business 1

Small Team? Measure Big: How Lead Gen and Social Media Boost Marketing’s Influence on Sales

Erica St. Angel, Sonic Foundry

What would you measure if you built a B2B demand generation program from scratch? Find out what one teeny marketing group took on to move beyond the click-through: from the ROI of webinar registrations to social media engagement as a predictor of repeat sales. Erica describes how her team sold execs on best-of-breed marketing services: SEO/SEM with Enquiro; email marketing, lead nurturing and scoring with Eloqua; plus segmentation, integration and ROI reporting with Salesforce.com. See what they measure, how they do it on a shoestring and what White Whale of Measurement remains. Erica provides her top 10 ways to avoid the obstacles they encountered and reveals the single most effective marketing tactic they’ve deployed, with the measurement to prove it.

Thursday, May 6 • 1:10pm – 2:00pm • Business to Business 2

Integrating Web Analytics and CRM

Adam Greco, Salesforce.com

Web Analytics is great at helping B2B companies see what happens before a visitor becomes a lead. CRM systems are great at knowing what happens before a lead becomes a customer. But if your sales team could connect the dots between these two systems, they would know exactly what visitors have done on the website prior to becoming lead and in order to help them become a customer. Conversely, your Web Analytics tool often cannot see what happens after the lead is submitted so it cannot optimize marketing campaigns. Learn how to integrate Web Analytics and CRM systems to achieve a synergistic effect.

Thursday, May 6 • 2:05pm – 2:55pm • Business to Business 3

Virtual Monetization: Hard Currency or Funny Money?

Peter Sanborn, Microsoft

Without an ROI it is difficult to get the attention of your executives and win the budget you deserve. But, how do you calculate ROI on a non-ecommerce site? Peter Sanborn manages web analytics for the largest non-ecommerce, non-advertising site in the world, Microsoft.com. Learn how he has built a financial framework for measuring the ROI of customer engagement and using that to drive more investment in web analytics at Microsoft.com.