B-to-B Symposium

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Co-sponsored by
Visible Technologies

Monday - Wednesday, October 15-17

Each day during DMA2012, business-to-business marketers will gather to discuss best practices of adapting key marketing strategies to their specific needs. Over three days, we'll go in-depth on B-to-B applications of social media, big data, content marketing and more. For more details, visit Vivastream.


Welcome, Mimosas & Muffins
Monday, October 15 | 10:45 A.M. – 11:15 A.M.


What's the Value of Social Analytics?                                 
Monday, October 15 | 11:15 A.M. – 12:15 P.M.

This session will share an IBM case study and research from Sirius Decisions about how to measure social marketing success. Learn how IBM and others have applied predictive analytics to address the social intelligence business challenge with social media analytics. We discuss the ways to merge social software and analytic tools to deliver a robust marketing management system that increases the bottom line.

Pam Evans, WWW Software Marketing, Marketing Optimization Manager, IBM
Jonathan Block, Vice President & Practice Director, Technology, Sirius Decisions
Christopher Hosford, East Coast Bureau Chief, BtoB Magazine


B-to-B Mythbusters
Monday, October 15 | 3:00 P.M.. – 4:00 P.M.

B-to-B marketing is tough: you can never get to the senior-level executives you want, personalization is impossible, and measuring ROI effectively is impossible. Right? Wrong! These myths will be addressed and comprehensively busted with the use of case studies.

Kevin Lofgren, Founder and CEO , Farstar


B-to-B Mashup Reception
Sponsored by BBN 
Monday, October 15 | 4:00 P.M. – 5:00 P.M.


IBM Spotlight Session: Social Selling as a B-to-B Prospecting Tool
Tuesday, October 16 | 11:25 A.M. – 12:15 P.M.

How does a social medium become an efficient, more cost-effective channel for finding new customers and selling to business clients? IBM’s Douglas Hannan will kick off our B-to-B Symposium with an in-depth keynote on how IBM is doing just that.

Douglas Hannan, Business Unit Executive, Marketing, IBM Inside Sales, NA, IBM


Selling in the Cloud: An Unorthodox Approach to B-to-B Marketing
Tuesday, October 16 |
2:00 P.M.3:00 P.M.

B-to-B lead generation strategies used to be relatively simple: you sent out a mail package, advertised in a trade journal, or cold called. The landscape has changed considerably. Direct marketers love the dependability of the tried and true—but that’s no longer the safe approach. Using Box, the cloud content management solution company, as a case study, we’ll walk through how to use a test-and-learn approach in the B-to-B space.

Spyro Kourtis, President & CEO , Hacker Group


B-to-B Content Marketing: Infographic Angles of Attack
Wednesday, October 17 |
8:55 A.M.9:45 A.M.

How do you start incorporating infographics into your content marketing? Learn about a simple taxonomy of infographics, and procedures for each “species.” Together, these make up the infographic angles of attack. Choosing your angle of attack will depend on the story you have to tell, your data (or lack thereof), your objectives and your audience. Audiences will hear a number of infographic examples, along with notes about their production, to help you get a better grip on these content marketing tactics.

Ryan Skinner, Account Director, Velocity Partners


Big Data That Drives Marketing ROI Across All Channels & Campaigns: A Case Study
Wednesday, October 17 |
10:00 A.M.10:45  A.M.

Learn how one of Silicon Valley’s fastest growing and most respected companies, amplified their inbound marketing efforts by leveraging Customer Intelligence (aka big data). You’ll learn how to close the marketing loop and win big with big data and a dramatic increase in traffic and leads.

Thad Kahlow, CEO , BusinessOnline




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