B2B Marketing Track

• lead scoring
• multiple-sensory marketing
• influencing the influencers

Lead Generation 3.0: Cultivation, Scoring and Nurturing To Build a Sales Pipeline

Can you make a persuasive case that your marketing investments are paying off? Are your prospects converting to sales leads, pipeline and revenue with some degree of predictability? The growing emphasis on accountability presents demanding challenges for B2B marketing organizations to overcome. During this presentation, you'll discover:

• How you can use Integrated Demand Generation 3.0 techniques—multi-channel lead cultivation, lead scoring and lead nurturing—to target and reach the right prospects, score leads based on behavioral data and nurture them throughout the sales process until they are "sales ready"
• How your B2B peers are measuring each phase of the multi-channel demand generation process to produce clear and compelling evidence linking marketing programs to the company's business objectives

"Multi-Sensory Marketing: Scents, Lights, Sound, Taste and Fabric"

Direct marketers face formidable challenges cutting through the clutter of countless competing messages to effectively reach prospects who have fast-paced lives and short attention spans.

In this session, you'll learn about the emerging techniques for capturing and retaining the attention of the multimedia generation through multi-sensory, multi-dimensional direct marketing.

• Explore the latest trends of integrating scents, lights, sound and even taste into direct mail.
• Discover multi-sensory solutions to boost response rates, increase sales and maximize profits.

These cutting edge solutions are being used in business sectors including pharmaceuticals, medical education, automotive, travel and entertainment, financial services, technology and communications.

Mike Maguire
CEO
Structural Graphics
Mike joined Structural Graphics as Vice President of Marketing in 1992. Today he's the company's principal owner and a leading authority on the use and effectiveness of high-impact dimensional marketing. Mike has spoken widely on dimensional marketing and has written on the topic for publications including: DM News, Target Marketing, Pharmaceutical Executive, Step by Step, How, and Graphic Arts Monthly.

Reaching the Elusive C-Suite Audience: Sharing Insights into the Mindset of the C-Suite and Ways to Market to Them

In B2B marketing, it's important to persuade buyers and influencers at multiple levels. For complex, high-ticket products and services especially, reaching the CxO audience can make – or break – your campaign. Learn how to define what role the C-Suite plays in the sales cycle and new approaches in targeting them. What marketers forget to realize is that people still buy from people. This session will help you gain an understanding of the "work, home, play" dimension of the C-Suite audience and ideas for building an executive-level marketing program.

Caroline Bishop
Director, Client Services
Winsper, Inc.
Caroline has 14 years of experience in B2B and B2C marketing. Currently, she oversees Winsper's client base and works on Computer Associates, Cognos, Exeter Hospital and Timberland PRO. Previously, she worked at Mullen on the Four Seasons and XM Satellite Radio accounts. She spent five years at Leo Burnett Technology Group and was directly involved in its rise as a top B2B agency.

Register before 4/11/08 and save $100.00 on the full conference registration and $50 on single days. For more information about topics and presenters see Multi-Channel Marketing, Online & Social Media, Creative and Workshops.