B2B Marketing Metrics
San Francisco, March 4-9, 2012
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.
Moderator: Jennifer Veesenmeyer, VP, Analytics, Stratigent
Wednesday, March 7, 10:05-10:45 am
B2B Lead Scoring
Andrew Janis, Senior Marketing Consultant, Evantage
In an ideal world, a B2B lead scoring system could passively identify the company a site visitor works for and send contact lists to your sales team. Hear how one company rebuilt their new product launch strategy from the ground up to focus on capturing leads, and in the process took their digital measurement from afterthought to the cutting edge of digital lead scoring. Andrew describes how to use free tools to give salespeople prospecting lists that contain potential customers they should contact and what products those customers are interested in – while protecting privacy.
Wednesday, March 7, 11:15-12:00 pm
Designing the Perfect Display Ad Monetization Dashboard
Ian Thomas, Senior Director, Advertising Business Intelligence, Microsoft
Selling your site to advertisers requires a whole different set of skills and data from traditional web analytics. Understanding how to maximize your site’s ad revenues can make a huge difference to the bottom line, but getting a handle on all the different kinds of ads your site is running, and the contribution they’re making to your business, can be difficult. In this session Ian reveals some basic principles for understanding which parts of your site are making money and which aren’t. He then shows how to put together a dashboard that captures these metrics in a format that you can take to the C-suite. It will be very useful for your key advertisers and agency partners as well.
Wednesday, March 7, 1:00-1:40 pm
Search Analytics in a B2B World
Barbara Coll, CEO, Webmama.com
John Forrester, Director, Web Marketing, VMware, Inc.
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 with category and figuring out how to avoid paying for tire-kickers and academics when you really want evaluators and purchasers is tricky business. Barbara and John discuss the challenges and opportunities of B2B search measurement including SEO insights/tools, lead generation analysis and subsequent actions and keyword analysis. They describe their trials, tribulations and lessons learned about staying in tune with and on top of search visibility and lead generation in global B2B companies.