Session 1A: New Marketing Technology: Digital Marketing – Trends, Strategies and Tapping into the Power of the New Marketing Technology
Digital Marketing: Trends, Strategies and Tapping into the Power of the New Marketing Technology
Today digital marketing is the most rapidly evolving component in the arsenal of tactics to achieve brand strategies. We will review a full array of potential marketing strategies and illustrate, through best practice examples how diverse brands successfully apply a variety of digital marketing tactics to achieve their strategic goals. In this session we will discuss ways to maximize the synergy between traditional (offline) and digital media: how each can enhance the other's effectiveness and reinforce a brand's overall integrated marketing message. This seminar is an absolute must for any one wishing to intelligently build your brand, maximize your customer lifetime value and learn how you can make the most of digital marketing to increase your organization's exposure and - most importantly - revenue.
Increase your marketing IQ.
Common and expensive digital marketing pitfalls to avoid.
Maximize your customer lifetime value.
Speaker:
Lisa Morgan
Founder and CEO
Strategic Rainmakers, LLC
Session 1B: B2B Lead Generation:
Aligning the Right Offers with the Right Buy-Cycle to
Increase Revenues
Business-to-Business Lead Generation: Aligning the Right Offers with the Right Buy-Cycle to Increase Revenues
Aligning the right offers to the right stage of the buy-cycle will increase response and give sales the leads they want. This session will address the essential activities B-to-B marketers need to consider when creating programs to fill the funnel with leads for sales. Attendees will learn how to determine the types of information buyers seek and how best to align content and offers at various times of the purchasing roadmap. Direct marketing approaches and latest online and offline tactics will be reviewed at each stage of the buy-cycle and specific data and nurturing strategies will be shown.
Explore B2B essentials for filling your funnel with sales leads.
Determine what buyers are looking for and align your offers to address them.
Real-life examples of programs that increase ROI.
Speaker:
David Azulay
Vice President
Client Services
The Kern Organization
Session 2A: E-mail Marketing: Make Your E-mail Marketing More Effective and More Profitable
E-mail Marketing: Make Your E-mail Marketing More Effective and More Profitable
Are your email marketing efforts as profitable as you'd like them to be? If not, this fast-paced workshop is for you. Using real-world examples of good and bad email marketing, you'll learn:
The most effective methods for growing your own high-quality email list(s) and tactical advice on implementation
What sender reputation means and how you can manage your reputation to make sure your email makes it to the inbox
How to use email layout, copy and design to improve your email performance without spending a lot of money
Top pre-deployment tests you should run to make sure what your sending is what is received and is being received
Understanding the metrics you should be paying attention to and how you can use them to guide your future email initiatives
What's working now in email marketing, and how you can apply it to your own campaigns
Bring your email issues and questions; you'll leave this seminar with answers.
Speakers:
Michelle Pelletier Senior Director of Professional Services
Return Path
Session 2B: Creative: Creative Strategies for this Economic Climate
Creative:
Creative Strategies for this Economic Climate - What’s working? What’s not?
As the recession marches on and marketers continue to hunker down and cut costs, it’s more important than ever to prove the value of every new marketing strategy, tactic and touchpoint. But how do you re-engineer your direct marketing efforts to connect with distressed prospects and customers and boost ROI? Hear from three industry veterans who’ve learned (sometimes the hard way) just what it takes to keep marketing efforts contributing to the bottom line. The lessons learned from these marketers will propel you to take action on your own marketing programs.
You’ll leave this lively panel discussion with:
Creative strategies that are working today
A new perspective on proven and practical marketing fundamentals
Mistakes you can avoid when creating your campaign
Copy and layout techniques to keep your message focused
Ideas to reduce overall marketing costs without compromising results
Speakers:
Joy Bontrager
Creative Manager
Healthcare business of Thomson Reuters
Search is the perfect intersection between content and intent. Searchers seek answers and marketers seek to get in front of them through search engines. Beyond the basics of "set it and forget it" SEO, fits the Kazien - a path of continuous incremental improvements or constant campaign optimization that maximizes ROI. This seminar will demystify Search Engine Optimization, and place the marketer back into Search Engine Marketing. We will explore the tools and techniques that consumers, marketers and search engines use to determine what the best answer is for any search and how/why to get there. We will help you understand how to approach optimizing your SEO.
You will learn:
Tools for measuring your search engine
optimization (SEO) success.
How to develop and refine your keyword lists.
The basics of SEO and what you need to do to your site.
What makes up good SEO
Speakers:
Steven Riegel
Director of Search and Co-Founder
Faction Media
Session 3B: Direct Mail/Database Marketing: Maximizing Results From Your Direct Marketing
Direct Mail/Database Marketing:
Maximizing Results From Your Direct Marketing
During an economic slowdown, the finance department will tell you to stop marketing. But at what cost? This is no time for conservatism, cutbacks or fire sales. Instead, step up your marketing! This session will enable you to retain and gain customers despite a contracting economy. Learn dozens of proven strategies that the country’s biggest and best companies rely on. This unique and interactive seminar will ensure you know how to make your next direct marketing campaign a huge success.
Retain & gain customers despite a contracting
economy.
Uncover proven strategies the nation’s largest
companies rely on.
How to make your next direct marketing campaign
a huge success.
Speakers:
Patrick Glennon
Founder & Managing Partner
Marketing G2 and Principle at MG2 Direct
Session 4A: Multi-Channel Marketing: Strategies to Maximize Multi-Channel Effectiveness
Multi-Channel Marketing:
Strategies to Maximize Multi-Channel
Effectiveness
It's not easy to be a marketer in 2009. You have more demanding customers, more aggressive competition, and more channels than ever. This means you have to build programs that are harder to manage and more difficult to measure. How do you create a 360˚ view of your customers that supports a Life Cycle Marketing approach? How do you gather the data from disparate systems to ensure that you are providing a relevant and timely offer to your customers? How do you ensure that you are marketing to your customers in the optimal channels? How do you measure the success of all of these initiatives? Chances are, you're already using more than one channel. But are you doing it right or flying blind? Join Jeff Hassemer, Vice President of Product Marketing for Entiera and Jeff Clayton, Vice President of Interactive Services for Merkle, as they share with you actionable ideas you can implement to deliver a unified brand experience for prospects and customers across all media.
Learning points:
Gather the right data to support your efforts.
Tailor your offers based on customer clusters
and segments.
Learn what Metrics are important and how to build an actionable plan for doing this yourself
Speakers:
Jeff Clayton
VP of Interactive Product Strategy
Merkle Inc.
Session 4B: Social Media: The Convergence of Direct Response and Social Media
The Convergence of Direct Response and Social Media
Word-of-mouth (WOM) is often considered to be the most reliable source of ideas and information on a company's products and services. With the increasing popularity of social networking sites and social media tools, it is now even easier for consumers to share their perceptions - good and bad - about your brand.
The conversations taking place can have a global impact on the perception and preference for your company's brand. But understanding how to use them and developing realistic strategies can be difficult. Which tools do you use? What do you say? How can you keep up?
Learn how to use social media to:
Connect to customers in new ways
Stimulate interest in your company's brand
Turn passionate customers into brand advocates
Deliver interactive services to your customers
Take away best practices for leveraging social media for business, learn from real case studies and find out how to incorporate social media into direct response programs.
