DMA11 Conference & Exhibition

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The B-to-B Symposium features some of the hottest new thinking in B-to-B marketing from all around the globe. Moderated by IBM’s Marketing Optimization Manager, Pam Evans, each one of the four Symposium sessions offers an in-depth dive into the very latest B-to-B thinking. Global B-to-B experts will discuss PURL strategies, nurturing relationships, interactive innovations, and integrating your channels – all from a B-to-B perspective.

4 Steps to Better Obtain and Nurture New B-to-B Relationships

Monday, October 3
11:15 a.m. – 12:15 p.m.

In the complex B-to-B sales cycle, it is clear that buyers are in control. Decision makers need to be engaged based on their needs and buying cycle, not the timing of your latest product launch. We’ll explore real-world examples and metrics that matter most to monitor progress and ensure success. Learn how to:

Get the conversation started
Use your data wisely to engage and stay connected prospects and customers
Know when to close the deal

Mary Miller, Global Director, Marketing, Mardev-DM2

Winning the Zero Moment of Truth

Monday, October 3
3:00 p.m. – 4:00 p.m.
Location: Room 253C

Your audience connects with a brand long before the purchase decision is made. These connections come in the form of user initiated participation - including search queries, reviews, site visits, video views and more - and they influence whether a user picks your brand or your competitor''s. We call this phenomena the Zero Moment of Truth (ZMOT). In this presentation, gain fresh insights on this topic pulled straight from Google''s eBook "Winning the Zero Moment of Truth" (www.zeromomentoftruth.com)

What Really Matters in B2B Marketing Today!

Tuesday, October 4
11:30 a.m. – 12:15 p.m.

A hard nose look at the trends, technology, strategies and tactics that are making significant impact on B2B marketing and sales teams today!

Russell Kern, President, The Kern Organization
Christopher Hosford, East Coast Bureau Chief, BtoB

B2B Symposium Council Breakfast Meeting

Tuesday, October 4
8:45 a.m. – 10:00 a.m.
Location: 162A

Network with experts in this ever growing marketplace. Breakfast will be served while you network in person and through VivastreamT a social platform for DMA2011 registrants - exhibitors and attendees - enabling one-to-one interaction before, during and after the Conference. Separate registration required. $30 pp.

Interactive Innovation: How Smart and Successful B-to-B Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance

Tuesday, October 4
2:00 p.m. – 3:00 p.m.

To succeed in today’s highly competitive marketplace, B-to-B marketers must leverage digital media and interactive marketing technology to attract, engage and retain customers. In this session, we’ll show how innovative companies are using email, social media, and mobile as the "Triangle Offense" of successful strategies to generate leads, deliver information that aids buyer decision-making, and build long-term “brand equity”. You’ll learn how to:

Use email to nurture leads to serve end users better
Use social media to extend key branding messages and offers
Use advanced CRM solutions to better manage sales opportunities

Joel Book, Principal, Marketing Research & Education Group, ExactTarget

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