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Agenda & Speakers

September 14  

8:00-8:30 a.m.
Breakfast Reception

 

8:30-9:00 a.m.
Introductions And Expectations

 

9:00-9:30 a.m.
The State Of B2B Marketing

Elana Anderson, Vice President & Research Director

• How is the role of marketing in B2B organizations changing?
• What key challenges do B2B marketers face?
• What tactics work best for awareness and lead generation?

 

9:30-10:15 a.m.
Taking An Integrated Approach To B2B Marketing

Shar VanBoskirk, Senior Analyst

• What is integrated marketing, and why is it critical for B2B?
• What are the key elements of successful B2B marketing campaigns?
• How can you take a less reactive and more quantitative approach to marketing planning?

 

10:15-10:30 a.m.
Break

 

10:30-11:00 a.m.
Exercise: Are You Ready For Integrated Marketing?
Participants will evaluate their current organization, strategy, planning, delivery, and measurement capabilities to diagnose how ready they are for integrated marketing.

 

11:00-11:45 a.m.
Improving Your Lead Management Maturity

Elana Anderson, Vice President & Research Director

• What is the current state of lead management, and what new trends are emerging?
• What is Forrester's Lead Management Maturity Model?
• How can you incrementally improve your maturity?

 

11:45 a.m.-12:30 p.m.
Lunch

 

12:30-1:15 p.m.
Exercise: How Mature Is Your Lead Management Process?

Elana Anderson, Vice President & Research Director

Participants will use Forrester's Lead Management Maturity Model to evaluate the maturity of their firms' current lead management processes. The group will then discuss current initiatives, best practices, and ways to overcome challenges around lead management.

 

1:15-2:15 p.m.
Emerging Tools For B2B Marketing

Shar VanBoskirk, Senior Analyst

• How can email be utilized to build customer relationships and nurture leads?
• What are best practices for utilizing and integrating search?
• Is there a role for emerging tactics like blogging, RSS, and podcasting?

 

2:15-3:00 p.m.
Getting The Most Out Of Technology Investments

Elana Anderson, Vice President & Research Director

• What technologies are B2B marketers investing in and why?
• What can you do to improve the quality of your data?
• What should you consider when investing in marketing technology?

 

3:00-3:15 p.m.
Break

 

3:15-4:15 p.m.
Panel Discussion: Integrated Marketing And B2B Measurement

• What are some examples of B2B integrated marketing programs that really worked?
• How do you measure the results of integrated marketing programs?
• What processes and technology are required to close the measurement loop?

Attendees will have the opportunity to ask questions of a panel of B2B marketing experts — marketers, agencies, and technology providers.

 

4:15-4:30 p.m.
Wrap-Up

 

4:30-6:30 p.m.
Wine And Cheese Reception

Elana Anderson Vice President, Research Director Forrester Research, Inc.

Shar VanBoskirk Senior Analyst Forrester Research, Inc.

September 14