MarketingSherpa Email Summit 2011 Official Summit Guide

GIVE ME

BETTER

EASY TO

USE EMAIL

LET ME TRACK

MYSUCCESS

EASY TO USE EMAIL

HELP

ME BERELEVANT

GIVE ME

BETTER

DELIVERABILITY

HELP ME

COMMUNICATE

TO CART

ABANDONERS

LET ME

TRACK

MY

SUCCESS

LET ME RANK AND SCORECONTACTS

You Asked For It ...We Delivered

Email.Marketing.Automation.1-866-SILVPOP | www.silverpop.com

And Everything in Between.

Visit www.Silverpop.com to come and get it.

WelcomeFellow evidence-based marketer,

Welcome to MarketingSherpa’s 6th Annual Email Summit 2011 in Las Vegas.

While we chose Las Vegas for its entertaining and easily accessible location (more than 1,000 daily flights), the location is ironic in a way. When you think of this city, you think of luck and flash. MarketingSherpa eschews luck in favor of evidence, and places more stock in proven ability than flashy presentation.

Which is why you shouldn’t expect to be wowed by the linguistic fireworks of the presenters you will see over the next three days. Yes, we invited a few top-notch, experienced speakers – David Meerman Scott, Jeanne Jennings, Brian Carroll, Mike Volpe – but the rest of the 44 speakers you are about to hear from in five general and more than 20 breakout sessions have been invited for their accomplishments off the stage.

These are your peers. Client-side marketers from Yahoo!, Microsoft, Pandora, Air Canada, ATP World Tour, The New York Public Library, and many more. They will be sharing 21 case studies to help you understand what really works (and what doesn’t) in email marketing. Plus we’ll have five expert panels to help you with your most pressing challenges.

Don’t leave Las Vegas without your email questions answered. Use #SherpaEmail on Twitter or simply raise your hand to ask your questions, and we’ll address as many as we possibly can.

While we hope the next three days help you build your lists, engage your potential customers, and convert that audience, this event (like everything we do at MECLABS) can be further optimized. Share your input by sending me a personal note at [email protected].

Thank you for your trust,

Flint McGlaughlinManaging Director & CEO, MECLABSParent company of MarketingSherpa

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MarketingSherpa Email Summit 2011 | Build. Engage. Convert.

Sponsors

Thank You Sponsors

Interactive

Interactive

SMTP.COM

PREMIER SPONSOR

CONSULTATION CLINIC SPONSORS

EXHIBIT SPONSORS

EDUCATION SPONSORS

NETWORKING BREAK

SOCIAL NETWORKING SPONSOR MOBILE MARKETING SPONSOR

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© Copyright 2011 MarketingSherpa LLC

Table of Contents

Table of Contents

OPTIMIZE EMAIL MARKETING IN REAL-TIMEExactTarget’s new real-time A/B testing gives you the flexibility to test variables and deliver the best-performing messages automatically. With unmatched send speed, you can deliver more relevant and targeted messages that drive opens, click throughs and overall ROI.

ExactTarget.com/ProductsLearn more @:

VISIT

BOOTH#22

Agenda

General Info

Consultation Clinics

Sessions

Sponsors

Notes

About MarketingSherpa 95

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Agenda

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Monday, January 24Pre-Summit Workshops8:00-9:00am Networking Breakfast for Workshop Attendees

9:00-1:00pm Workshop Sessions

Pre-Summit Workshop #1 Pre-Summit Workshop #2

9:00-10:45am

10:45-11:00am

11:00am-1:00pm

Workshop: Advanced Email Marketing Workshop: The MarketingSherpa Social Marketing ROAD Map

Instructor:Jeanne Jennings, Independent Consultant, Email Marketing Strategy; Email Marketing Trainer, MarketingSherpa

Instructors:Sergio Balegno, Director of Research, MarketingSherpaJen Doyle, Senior Research Analyst, MarketingSherpa

Break

Workshop: Advanced Email Marketing (continued)

Workshop: The MarketingSherpa Social Marketing ROAD Map (cont.)

Email Summit Opens - Day 11:00-2:00pm Attendee Registration

2:00-5:30pm General Assembly Sessions

2:00-2:15pm

2:15-3:00pm

3:00-3:30pm

3:30-5:30pm

Welcome and Introduction

Speaker:Todd Lebo, Senior Director of Content & Business Development, MarketingSherpa

How-To: Proven Processes for Accelerating Email Marketing Performance

Speakers:Sergio Balegno, Director of Research, MarketingSherpaJeff Rice, Research Analyst, MarketingSherpa

Break and Sponsor Exposition

Crafting an Effective Email Message: Five elements that contribute to the success (or failure) of every email campaign

Instructor:Dr. Flint McGlaughlin, Managing Director & CEO, MECLABS

5:30-7:00pm Welcome Cocktail Reception and Sponsor Exposition

Agenda

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Tuesday, January 25Email Summit - Day 27:00-8:45am Networking Breakfast sponsored by Silverpop and Sponsor Exposition


8:45-9:15am

9:15-10:00am

10:00-10:45am

10:45am-12:15pm

12:15-12:45pm

Case Study: How Microsoft Uses Technology to Drive 1:1 Real-Time Content and Offer Optimization for 2 Billion Consumers

Speaker:Ben Day, Group Marketing Manager, Microsoft Corporation

Panel: Growing Email Lists and Engaging Customers with Social Media

Moderator:Sergio Balegno, Director of Research, MarketingSherpaPanelists:Mike Volpe, VP of Inbound Marketing, HubspotJordan Cohen, VP of Business Development, Pontiflex, Inc.Liz Ryan, Email Marketing Manager, ThreadlessLindsay Massey, Marketing Director, Freshpair


Keynote Address: Real-Time Marketing and PR

Speaker:David Meerman Scott, Author and Marketing and Leadership Speaker

Keynote Address Q&A

12:45-2:00pm Networking Lunch sponsored by Silverpop and Sponsor Exposition

2:00-5:15pm Breakout Sessions

B2C Breakout Sessions B2B Breakout Sessions

2:00-2:30pm Case Study: Air Canada webSaver - Turning Innovation into New Revenues

Case Study: One B2B Company’s Fearless Use of B2C Email Tactics

Speaker:Mark Sniderman, Manager, Marketing Communications – North America, Air Canada

Speaker:Ian Nelson, Vice President, Business Development, Practical Law CompanyKorrine Kirschenbaum, Email Marketing Manager, Practical Law Company

Agenda

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2:40-3:10pm

3:10-4:00pm

4:00-4:30pm

4:30-5:15pm

Case Study: Executing a B2C Campaign with a Small Team and Low Budget

Case Study: Getting Off on the Right Foot - Why the First 30 Days Matter the Most

Speaker:Philippe Dore, Senior Director, Digital Marketing, ATP World Tour

Speaker:Diana Lawson, Senior Relationship Marketing Manager, Microsoft

Networking Break sponsored by Slingshot SEO and Sponsor Exposition

Case Study: Doing It Mobile in Sin City - How a Personalized Guest Experience Translates to Higher Revenues

Case Study: How Volvo Uses Advanced Automation to Deliver Relevant Buying Stage Content to Customers and Keep the Sales Force Advised

Speaker:Neal Narayani, Corporate Director of Marketing, Caesars Entertainment

Speaker:John Johnston, eBusiness Marketing Manager, Volvo Construction

Panel: Using Mobile Marketing to Rev Up Profits

Panel: How to Develop Content for Specific Buying Stages

Moderator: Adam Sutton, Senior Reporter, MarketingSherpaPanelists:Mindi Staley, Senior Specialist in Interactive Marketing, ScottsMiracle-GroJason Scoggins, Online Marketing Manager, Southwest AirlinesScott Jones, Director, Product Marketing and Partner Strategy, ResponsysMike Keene, Director of Mobile Marketing & Advertising, Acxiom

Moderator: Brian Carroll, Executive Director of Applied Research, MECLABSPanelists:Michelle Levy, Associate Vice President Marketing Programs, ECI TelecomLoren McDonald, Vice President of Industry Relations, SilverpopArdath Albee, CEO & B2B Marketing Strategist, Marketing Interactions, Inc.Kirsten McElgunn, Director, Market-ing & Product Management, Western Union Business Solutions

5:15-5:30pm Sponsor Exposition

6:00-9:00pm Networking Party at Pure, sponsored by ExactTarget

Tuesday, January 25Email Summit - Day 2 Continued

Agenda

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Agenda

Email Summit 2011 Networking PartyHosted by ExactTarget

Mix and Mingle with your Email Marketing Colleagues!It just wouldn’t be right to hold a summit in Las Vegas without enjoying some of the glitz and glamour that this incredible city has to offer. Thanks to the generous sponsorship of ExactTarget, we’ll be partying together at the sleek and fabulous PURE Nightclub.

This is a great opportunity to unwind and get to know some of your fellow email marketers. We’ll have great food, smooth music and fashionable fun.

Hope to see you there!

6:00-9:00pm, Tuesday 25, PURE Nightclub (next to the Caesars Palace Sportsbook)

Sponsored by:

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Wednesday, January 26Email Summit - Day 38:00-9:00am Networking Breakfast sponsored by Silverpop and Sponsor Exposition

9:00-10:30am General Assembly Sessions

9:00-9:45am

9:45-10:30am

10:30-11:00am

Case Study: The Role of Email Marketing in an Inbound Marketing World

Speaker:Mike Volpe, VP of Inbound Marketing, HubSpot

Panel: Ask the Experts - Your 2011 Email Challenges Answered

Moderator:Daniel Burstein, Director of Editorial Content, MECLABSPanelists:Matthew Caldwell, Sr. Creative Director, Infogroup InteractiveJeff Rohrs, Vice President, Marketing, ExactTargetGabrielle Shea Stevens, Group Director, e-DialogMarco Marini, President & CEO, ClickMailDennis Dayman, Chief Privacy & Deliverability Officer, Eloqua


11:00am-12:10pm Breakout Sessions

Breakout Track #1 Breakout Track #2

11:00-11:30am

11:40am-12:10pm

Case Study: How Yahoo! Uses Email to Build Relationships Year-Round

Case Study: How to Track ROI for So-cial Media Campaigns

Speakers:Sue Coakley, Sr. Director, Customer Contact Strategy, Yahoo!Cori Chao, Director, Email Marketing, Yahoo!

Moderator:Boris Grinkot, Associate Director of Product Development, MECLABS

Case Study: Personalized Radio and Personalized Email - How Pandora Keeps People Listening and Drives Conversion with Email

Case Study: Leveraging Transactional Messages to Boost Email Newsletter Opt-Ins

Speaker:Matt Nichols, Director of Marketing, Pandora

Speaker:Johannes Neuer, eCommunications Manager, The New York Public Library

Agenda

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Wednesday, January 26Email Summit - Day 3 Continued12:10-1:30pm Networking Lunch sponsored by Silverpop and Sponsor Exposition


1:30-2:30pm

2:30-3:30pm

3:30-4:00pm

Panel: Best Practices in Email Deliverability

Moderator:Jeff Rice, Research Analyst, MarketingSherpaPanelists:Austin Bliss, President, FreshAddress, Inc.Tom Sather, Director of Deliverability Consulting, Return PathJack Hogan, CTO & Co-Founder, Lifescript, Inc.Amit Singh, Specialist, Consumer Marketing Technologies, Nestle USA

Practical Solutions to the Most Critical Challenges Facing Email Marketers Today

Speaker:Jeanne Jennings, Independent Consultant, Email Marketing Strategy; Email Marketing Trainer, MarketingSherpa

Summit Takeaways and Closing Remarks

Agenda

CAPABILITIES FOR A CONNECTED WORLD

Personalized and Coordinated Engagement across channels – leading to that “aha” moment when you are in synch with your audience and nothing else matters.Marketers only have a limited number of opportunities to truly engage with each individual. That’s why delivering the right message to the right audience at the right time is so important – let Acxiom show you how. Go to www.acxiom.com/fillintheblanks.

Official Mobile Marketing Sponsor of MarketingSherpa Email Marketing Summit 2011

• Narrowcasting • Multi-dimensional Insight

• Networked Intelligence• Personalized Engagement

www.acxiom.com • 1.888.3ACXIOM

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General Info

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Exposition Floor Plan

General Info

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30 31 32 33 34 35 36

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Entrance to Exhibits

Sponsor Exhibition Area

Dining Area

Registration

RestroomsEast Promenade

North Prom

enade

Main Public Entrance

General Session Room

Breakout Session Room


Stage

Stage

Dining Area

Dining Area

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Caesars Palace - Forum Ballroom, on Pool level

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Booth & Clinic Listings

General Info

Sponsor Booth Numbers

Consultation Clinic Rooms

1. Bronto Software 2. Bronto Software 3. MECLABS4. Acxiom5. Compendium6. Experian CheetahMail7. Slingshot SEO8. SMTP.com9. Infor10. emfluence11. WhatCounts15. MarketingSherpa16. iPost 17. Responsys18. Responsys19. ClickMail

20. StrongMail21. StrongMail22. ExactTarget23. ExactTarget24. e-Dialog28. One to One Connect29. Constant Contact30. Infogroup Interactive31. Radian632. Silverpop33. Silverpop34. Net Atlantic 37. Harte-Hanks Postfuture38. Nex-Sales39. BlueHornet40. rabbit eMarketing

1. StrongMail and MECLABS2. Silverpop and ClickMail3. Infogroup | Interactive4. Lyris

Social Content Publishing Platform

www.compendium.comCreate • Share • Acquire

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General Info

General Information

Twitter

Text Alerts

Presentation Slide Deck

Business Center

Email Award Winners

What to Wear


We certainly hope your visit to Las Vegas for Email Summit 2011 is both informative and enjoyable. Below is some general information for the event. If you have further questions, please stop by the registration desk at the entrance to the Sponsor Exhibit Area and we’ll be glad to assist you.

#SherpaEmail

Sponsored by

To opt in, text SHERPA11 to 229466To opt out, text MSTOP

For PDF downloads of the slide presentations for Email Summit sessions, please visit 2011EmailSlides.marketingsherpa.com

Location: Just off the Palace Tower Elevator on the walkway leading to the poolHours of Operation: Mon-Fri, 7:00am-6:00pm, Sat-Sun 8:00am-4:00pm Services Include: Worldwide Shipping, photocopies, computer access, faxing

This year’s email award winners are being highlighted in the MarketingSherpa booth (#15). Please stop by to see the innovative campaigns produced by your fellow email marketers. We had many worthy submissions, but our award winners were exceptional.

For all workshops, sessions and cocktail parties, business casual attire is appropriate. The attire for the Networking Party on Tuesday night at PURE Nightclub is casual chic. Please no sports jerseys, tank tops on men, tennis shoes or athletic wear.

To book a consultation clinic appointment, please visit 2011EmailClinics.marketingsherpa.com

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General Info

Use of Photo, Video and Company Names

Meal Information

All participants permit their organization name and of any photographs or videos taken of them during the Email Summit to be used for publication or promotion purposes as MarketingSherpa deems appropriate.

If you have special meal needs, please stop by the registration desk and we will be glad to assist you.

Monday

8:00-9:00am Breakfast for Workshop Attendees Sponsor Exhibition Area

5:30-7:00pm Welcome Cocktail Reception Sponsor Exhibition Area

Tuesday

7:00-8:45am Networking Breakfast sponsored by Silverpop Sponsor Exhibition Area

12:45-2:00pm Networking Lunch sponsored by Silverpop Sponsor Exhibition Area

6:00-9:00pm Networking Party sponsored by ExactTarget Pure

Wednesday

8:00-9:00am Networking Breakfast sponsored by Silverpop Sponsor Exhibition Area

12:10-1:30pm Networking Lunch sponsored by Silverpop Sponsor Exhibition Area

BOOK YOUR APPOINTMENT TODAY FOR A FREE EMAIL HEALTH CHECK INCLUDING:

· Reputation Check

· Rendering Check

· Deliverability Screening

· Email Layout Analysis

Visit us at booth #19

19

ConsultationClinics

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1-on-1 Consultation Clinic InformationWe’ve done our best to provide you with an event agenda that covers a wide variety of topics. Our goal is for each of our attendees to leave with their email questions answered. However, it is not possible to tackle every conceivable issue in our general sessions. That’s where our onsite 1-on-1 consultation clinics come in.

We’ve assembled a team of industry experts that can answer your most pressing issues related to email. They’ll meet with you 1-on-1 in a half-hour session to listen to your challenges and give you valuable advice. These clinics are not cleverly disguised sales pitches. They are designed for you to get the information you need given your unique situation. If you’d like to discuss software, platform or service issues that’s fine too…we’re here to help you get the answers you need!

If you do not have access to a computer, please stop by the kiosk located next to the registration desk. You can book your session there and we’ll be happy to answer any questions you might have.

Book your appointment online now by visiting:2011EmailClinics.marketingsherpa.com

Job#/Name: 10-1826 Marketing Sherpa AdClient: K. Murphy Writer: Tim Designer: DougAcct/Mgr: Katie Review Level: B Revision#: Type: Space Ad Specs: 7x3, no bleed

The Constant Contact Partner Program provides solution providers like you with FREE access to the tools you need to help your clients—and increase your revenue.

Stop by Booth #29to learn more. Plus have a chance to win a Constant Contact Flip Cam.Visit ConstantContact.com/Sherpaor call 1-877-737-3552.

Revenue sharing | Industry-leading tools | Expert KnowHow | Free support

The #1 partner program for the solution providers that serve them.

The #1 email marketing tool for small businesses.

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Consultation Clinic Topics:

1. Design and Creative: If you need help creating that perfect email, this is the topic for you. Get advice on how to design an email that will catch your audience’s attention and help generate the best clickthrough rate.

2. Deliverability: One of the greatest challenges in email marketing is getting your email past the myriad filters and spam blockers. Our experts can give you tips on how to make sure your emails get through to your recipients.

3. Measurement: Are you experiencing problems with measuring and reporting on the effectiveness of your email campaigns? We can help you get the information that matters and help you make better decisions.

4. B2B Email: Marketing to businesses brings its own set of challenges and quirks. Let our experts help you with your questions related to email in the B2B space.

5. Mobile Marketing: To stay ahead of your competitors, you cannot afford to overlook mobile marketing as a viable marketing strategy. Whether you’re looking to get started or need help fine-tuning your plan, our consultants can give you valuable pointers.

6. Social Marketing and Email: A tight integration between your social marketing and email marketing initiatives can enhance the performance of both. Let us answer your questions and guide you toward a more effective strategy.

7. Landing Page Optimization: An email campaign is only as good as the landing page that your audience will see when they click through. Our experts will help you design pages that convert clicks into sales and/or leads.

8. Advanced Strategy: If you’ve mastered the basics and are ready to take your email campaigns to the next level, our consultants can help you identify advanced tactics that can increase your ROI.

9. B2B Lead Optimization: Learn how to stay engaged with a multi-touch approach that includes meaningful phone calls and timely emails that share relevant content, build your opt-in database and keep your prospects informed and interested.

10. Acquisition to Advocacy: Welcome programs, trigger campaigns, deliverability and other ways to strengthen relationships with email subscribers to create customers that become company advocates.

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In addition to several years of email experience, Laura Crawford brings more than 15 years managing successful integrated B2B and B2C marketing programs from the client and agency side for Fortune 100 clients and start-ups. Most recently, Crawford was an account lead for one of the world’s largest computer manufacturers, helping them to drive engagement and increase revenue. Key programs included predictive modeling, multivariate and cadence testing, preference centers, behavioral targeting, and content strategies.

Laura Crawford Senior Email StrategistStrongMail

TOPICS COVERED: Design & Creative, Measurement, Advanced Strategy, B2B Email, Social Marketing & Email

TOPICS COVERED: Design & Creative, Measurement, Advanced Strategy, B2B Email, Social Marketing & Email

TIMES AVAILABLE :MON, Jan 24th, 1:00 PM – 7:00 PM TUE, Jan 25th, 7:00 AM – 5:30 PMWED, Jan 26th, 8:00 AM – 4:00 PM


Amanda Hinkle brings nearly 10 years of experience in the design, management and analysis of integrated marketing solutions. A standards-driven professional, Hinkle brings a wealth of expertise in data integration and CRM across websites, email, social, search and print.

Prior to joining StrongMail, Hinkle worked within a number of high-profile organizations to advance their marketing and communications initiatives, including Easter Seals, the University of Chicago Booth School of Business, and the U.S. Department of State.

Amanda Hinkle Online Marketing Strategist StrongMail

Consultants

LOCATION: Consultation Clinic Room 1

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ABOUT STRONGMAILStrongMail enables marketers to forge meaningful, profitable and long-lasting connections with their custom¬ers through email marketing and social media. Their dedicated solutions offer the lowest cost of ownership of any tier-one solution and easily connect with customer data for superior relevancy and performance. Easy integra¬tion with customer data, no CPM fees, and cutting-edge agency services are just a few of the reasons Fortune 2000 companies are switching to StrongMail.

Their email and social CRM agency provides groundbreaking strategic and creative services to help marketers listen, learn, engage and influence best customers.

Visit StrongMail at booths 20 & 21 and get the free whitepaper,“10 Reasons Why StrongMail Should be on Your ESP Shortlist”

Are You In the Market for a New ESP?

www.strongmail.com • (800) 971-0380

Book your appointment online now by visiting:2011EmailClinics.marketingsherpa.com

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Adam Lapp joined MECLABS as a Research Analyst in September 2006. Prior to that, he attended the Masters program at the University of North Florida in the department of Literature. While at MECLABS, he has filled several roles such as research project manager, writer and paid search manager. Lapp specializes in website optimization, usability, SEO, Google Analytics, Google Website Optimizer and social media.

Tony Doty graduated with a B.S in Materials Science from the University of Minnesota. Prior to joining the MECLABS team, he worked as a Product Management Consultant helping companies optimize their product offerings and respective marketing strategies, oftentimes leading to double digit growth. Now with MECLABS as a Research Manager, Doty has turned his considerable talents towards optimizing the sales process. He regularly works with MECLABS clients in optimizing online marketing campaigns and implementing a testing strategy.

Adam LappSenior Optimization Manager, Conversion GroupMECLABS Applied Research

Tony DotyResearch Manager, Conversion GroupMECLABS Applied Research

Consultants



TOPIC COVERED: Landing Page Optimization

TOPIC COVERED: Landing Page Optimization

TIMES AVAILABLE :MON, Jan 24th, 4:00 PM – 7:00 PMTUE, Jan 25th, 1:00 PM – 5:30 PMWED, Jan 26th, 12:30 PM – 4:00 PM

TIMES AVAILABLE :MON, Jan 24th, 1:00 PM – 4:00 PMTUE, Jan 25th, 7:00 AM – 12:00 PMWED, Jan 26th, 8:00 AM – 12:00 PM

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ABOUT MECLABSMECLABS is a science lab that uses real-world research to help business leaders get better use out of sales and marketing technology and resources, including Internet marketing, website optimization, and lead generation and nurturing. We have been involved in direct research partnerships with companies throughout Europe and North America since 2001.

MECLABS deploys a rigorous methodology to conduct research. This research is compiled from: • More than 10 years of research partnership with clients • 1,300 experiments • More than 1 billion emails • 10,000 landing pages tested

Insights from our work are then codified within our Primary Research groups. Much of this information is pub¬lished for free via our websites, newsletters, blogs and web clinics. In aggregate, our research is made avail-able in more than 100 conferences, and through 974 case studies, 753 articles and 180 research briefs.

Bob Hanson has almost 15 years of experience in generating new business and cultivating client relationships that lead to complex, multi-year, national and global service agreements. As Director of Business Development for Applied Research at MECLABS, Hanson conducts strategic consulting with clients to drive conversion and develop sales ready leads for their sales force. Previously, Hanson worked as an Account Executive with Personnel Decisions International, where he consistently produced multi-million dollar annual sales, and served as Vice President of Sales & Marketing for Travel Tags / Xtreme Graphics where he was a key member of the senior leadership team.

Bob Hanson Director of Business DevelopmentMECLABS Applied Research


TOPIC COVERED: B2B Lead Optimization

TIMES AVAILABLE :MON, Jan 24th, 1:00 PM – 7:00 PMTUE, Jan 25th, 7:30 AM – 12:00 PM, 12:30 PM – 5:30 PMWED, Jan 26th, 8:00 AM – 12:00 PM, 12:30 PM – 4:00 PM

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ABOUT SILVERPOPSilverpop is the only marketing technology provider that offers a powerful marketing automation solution built atop a scalable email marketing platform. The company has more than a decade of experience empowering mar-keters to deliver highly relevant communications that efficiently drive revenue while also building brand loyalty.

Companies rely on the Silverpop Engage platform to create and manage sophisticated multichannel marketing campaigns that nurture customer and prospect relationships from interest to conversion and beyond. Silverpop’s industry-leading thought capital, strategic counsel and customer service, combined with an extensive ecosystem of world-class partners, allow its customers to quickly and cost-effectively automate even the most complex campaigns—improving marketing results and increasing ROI. With a presence in the United States, Europe and Australia, Silverpop is trusted by leading brands around the globe.

Loren McDonald’s role at Silverpop is to educate clients and prospects on best practices and emerging trends in email and engagement marketing. He has 26 years experience in marketing, consulting and strategic planning, has written more than 400 articles and blog posts, and is a frequent speaker at major industry conferences. McDonald has held executive marketing positions at a variety of companies, including Lyris, Inc., EmailLabs, USWeb/CKS and Arthur Andersen.

Robert Consoli has more than 15 years of experience in the technology industry. He helps resolve deliverability issues by working closely with clients to improve their practices and dealing directly with ISPs and inbox providers, ensuring Silverpop clients have the highest deliverability rates in the industry. Consoli also manages the process that supports new clients, helping them quickly achieve mastery of Silverpop’s powerful engagement marketing solutions.

Loren McDonald Vice President of Industry RelationsSilverpop

Robert Consoli Director of Deliverability & Provisioning Services Silverpop

Consultants


TOPIC COVERED: Social Marketing & Email

TIMES AVAILABLE :MON, Jan 24th, 1:00 PM – 7:00 PMTUE, Jan 25th, 8:00 AM – 4:00 PM and 6:00 PM – 7:00 PMWED, Jan 26th , 8:00 AM – 4:00 PM

TOPIC COVERED: Deliverability, Advanced Strategy, Acquisition to Advocacy


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ABOUT CLICKMAILClickMail Marketing is a value-added reseller of Email Service Providers and email-related services. They offer the nation’s largest selection of ESPs and stay vendor-neutral in order to recommend the solution best suited to your needs. ClickMail also offers a unique portfolio of services to help take your e-marketing investment to the next level, including partnerships with the industry leaders in optimization to offer products and services to help optimize deliverability, reputation and effectiveness.

Cameron Kane has more than 13 years experience in the digital marketing arena. He founded and ran a San Francisco-based agency for close to a decade. Kane pioneered Personalized Rich Media for use in email, and has built and deployed other solutions that enhance email engagement. Kane currently serves as CTO for ClickMail Marketing and helps build custom email/marketing solutions for large and small brands alike.

Michael Kelly has 14 years of sales and business development experience in the permission-based broadcast messaging arena. At ClickMail, Kelly focuses on developing strategic alliances, driving revenue, and ESP vendor-partnerships. He is active in the professional email messaging community, most notably as a faculty member at the University of San Francisco, where he teaches the university’s Marketing Master Certificate/Advanced Email program. Kelly is a past contributor to MarketingSherpa research publications, and has presented many times at various ESP national user conferences and regional industry events.

Cameron Kane Chief Technology OfficerClickMail Marketing, Inc.

Michael Kelly Co-founder & Director, Business Development ClickMail Marketing, Inc.

Consultants


TOPICS COVERED: Design and creative, Delivery past filters, Measurement, Advanced strategy, B2B email, Mobile marketing, Social marketing and email

TOPICS COVERED: Design and creative, Delivery past filters, Measurement, Advanced strategy, B2B email, Mobile marketing, Social marketing and email



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Marie Honme is an Interactive Marketing Strategist on the Infogroup Interactive Professional Service team. As a ten-year veteran in the email marketing space, she provides strategic services such as best practices consulting, campaign planning and analysis. Prior to her tenure at Infogroup Interactive and Yesmail, Honme held positions at Microsoft and RealNetworks.

Honme can assist with getting your email marketing program on the right track for 2011. Bring your email marketing strategies, questions and plans and she will provide an experienced opinion and a lively discussion.

Marie HonmeMarketing StrategistInfogroup Interactive

Matthew Caldwell Senior Creative Director Infogroup Interactive

Consultants



Interactive

An email design pioneer since 1999, Matt Caldwell is the founder of Yesmail’s award-winning Creative Services group, whose clients include HP, Coca-Cola, AT&T, eBay, Kodak, Microsoft, Intel, Warner Bros and many more). Caldwell received a Bachelor’s in Marketing from Indiana University and studied Art/Graphic Design at The Pacific Northwest College of Art and the Oregon College of Art & Craft. Caldwell was formerly the Creative Director for ThrustMaster, Labtech, Logitech and @Once.

Caldwell is a 10-year veteran of email design and the founder of Yesmail’s Creative Services division. He will assist with all things email design. Whether it’s a welcome campaign, a triggered transactional message or ideas to turn on your inactives, Caldwell can view your layouts and provide suggestions for improvement. Furthermore, he is available to discuss the exciting, changing landscape of email design as things shift towards mobile-friendly layouts and how to incorporate social media into your emails.

ABOUT INFOGROUP INTERACTIVEInfogroup Interactive is a new digital solutions and services company for marketers. The power behind the Infogroup Interactive brand includes Infogroup sister divisions, Yesmail and Walter Karl, in addition to a key digital partnership with a leading interactive firm. Infogroup Interactive is the newest division of Infogroup that brings marketers a comprehensive, cross-channel, digital marketing solution to build and execute powerful marketing campaigns that include email marketing, mobile and SMS marketing, social media, direct marketing media and Web-based applications.

TOPICS COVERED: Measurement, Social Marketing & Email and Advanced Strategy

TOPICS COVERED: Design & Creative, Mobile Marketing and Social Marketing & Email

TIMES AVAILABLE :MON, Jan 24th, 1:00 PM – 7:00 PMTUE, Jan 25th, 8:00 AM – 1:00 PM

TIMES AVAILABLE :TUE, Jan 25th, 12:00 PM – 5:30 PMWED, Jan 26th, 11:00 AM – 4:00 PM

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Orlando Pequeneza has over more than 14 years of online marketing experience with expertise in email marketing strategy, trending and program development. Mr. Pequeneza is expert in welcome programs, trigger campaigns, automation and Web analytics, and his background includes engagements at Mediaplex, SysIQ and Yesmail.

Pequeneza will discuss the process of improving the quality of the user experience to migrate subscribers from acquisition to advocacy. Learn about how to maximize the lifetime value of your subscribers through by implementing effective welcome programs and trigger campaigns. He will also cover Web analytics and behavioral segmentation and how improved targeting based on behavior can significantly improve campaign performance.

Orlando PequenezaDirector of Full ServicesLyris Inc.

David Fowler has more than 20 years of email marketing experience focused on issues associated with email marketing best practices, deliverability and privacy compliance. Fowler is a seasoned deliverability expert with a with national and international engagements including: International Association of Privacy Professionals (IAAP), Federal Trade Commission (FTC), Inbox Atlanta and San Jose, Inbox/Outbox London, American Marketing Association, Messaging and Anti Abuse Working Group (MAAWG) US and EU, TRUSTe, Privacy and American Business and the Email Insider Summit.

Fowler will discuss email marketing best practices, deliverability and privacy compliance. Learn about what factors affect deliverability rates, alongside specific strategies and best practices to implement to protect your email marketing programs from blacklisting. He will also cover maintaining list hygiene and managing relationships with ISPs.

David Fowler Global Director of Email Strategy, Deliverability and Privacy ComplianceLyris Inc.

Consultants


ABOUT LYRISLyris, Inc. is the online marketing expert delivering the right mix of software technology and industry knowledge to help its customers simplify their marketing efforts and optimize campaign ROI. Through its on-demand inte-grated marketing suite, Lyris HQ, and reliable on-premise solutions, including Lyris ListManager, Lyris provides customers the right tools to optimize their online and mobile marketing initiatives.

TOPICS COVERED: Deliverability, Measurement, Mobile Marketing, Advanced Strategy and Acquisition to Advocacy

TOPICS COVERED: Deliverability, Measurement and Acquisition to Advocacy


TIMES AVAILABLE :TBD (check website)

31

Sessions

32


Sessions

Pre-Summit Workshop #1Advanced Email MarketingWORKSHOP DESCRIPTIONAs the MarketingSherpa Email Marketing Trainer, Jeanne Jennings led the full-day MarketingSherpa Email Marketing Essentials Workshop Training Tour in 2010, receiving excellent reviews. This advanced email marketing workshop is designed to go beyond the essentials and teach attendees some of the more progressive strategies in email marketing. The presentation is a blend of MarketingSherpa data and case studies along with case studies and stories gleaned from Jennings’ 20+ years in the online/email marketing industry. The session will cover advanced segmentation and targeting, multi-channel campaigns, advanced analytics and testing and much more.

9:00am-1:00pm, Monday, General Session Room

Jeanne Jennings is a sought-after speaker on email marketing topics. Her presentations regularly receive glowing reviews and are geared toward providing practical advice that attendees can implement quickly and cost-effectively to improve their email marketing efforts. Numerous audiences have benefited from her expertise, including the ExactTarget User Conference, the Specialized Information Publisher’s Association, the Direct Marketing Association and many more.

Jennings is principal of JeanneJennings.com, Inc., an email marketing consultancy that helps enterprises large and small become more effective and more profitable online. She has more than 20 years of experience in the online marketing and product development world, beginning with CompuServe in the late 1980s.

Prior to starting her consulting business more than eight years ago, Jennings was Director of Email Product Development for Reed Business Information (formerly Cahners), a subsidiary of Reed Elsevier and one of the largest B2B publishers in the United States. Here she oversaw a team that developed and/or revamped more than 170 unique email newsletter titles, as well as numerous direct response and other campaigns conducted via email. Under Jennings’ guidance, Reed sent more than 7 million email messages to over 2 million unique addresses each month.

The Email Marketing Kit: The Ultimate Email Marketer’s Bible (published by SitePoint) is Jennings’ first book and it’s getting rave reviews. She also writes a twice-monthly column on email marketing for ClickZ.com and periodic posts for the MarketingSherpa blog, and is recognized as an expert in email marketing strategy, creative development and technical integration.

Instructor:Jeanne Jennings

Independent Consultant, Email Marketing Strategy; Email Marketing TrainerMarketingSherpa

33


Sessions

8:00-9:00Networking Breakfast for Workshop Attendees

9:00-9:15Introduction• MarketingSherpa/Jennings background• Attendees goals for the day• Course overview• Email is not dead (statistics and case study)

9:15-9:45Advanced List Growth and Maintenance• Online registration (statistics and case study)• Offline registration (case study)• List maintenance and hygiene• Reactivation campaigns (case study)

9:45-10:15Advanced Segmentation and Targeting• Why segment?• Segmentation Models (case studies) - Key types of data available for Segmentation - Reported behavior - Observed behavior• Email clickstream• Website clickstream - Lifecycle - Recency-Frequency-Monetary - Ad-hoc - Matrix

10:15-10:45List Engagement• Why? Deliverability and performance• Analyzing your list• Reactivation campaigns (case study)

10:45-11:00Break

11:00-11:30Using Email More Effectively• Strategic resends (case study)• Triggered campaigns (case study)• Drip campaigns (case study)• Transactional email message (case study)

11:30-12:00Multi-channel Campaigns• Integrating digital, social, video,

telemarketing, direct mail and other offline channels (case studies)

12:00-12:30Advanced Analytics• Industry benchmarks• Building your own benchmarks• Response flow analysis (case study)

12:30-12:50Advanced Testing• Prioritizing test elements• Testing formulas• Multivariate modeling (case study)• Small batch testing (case study)

12:50-1:00Additional Resources, closing and evaluations

Agenda for the Advanced Email Marketing Workshop

34


Pre-Summit Workshop #2

WORKSHOP DESCRIPTIONSocial media has created an exciting and challenging world of new possibilities for marketers. But many marketers are exploring this unfamiliar terrain without a compass – or strategy – to guide them. Captivated by the hype and the ease of implementing social sites, many are ignoring proven marketing principles. They are launching social media marketing initiatives by creating blogs, Twitter and Facebook accounts without any plan or purpose.

However, a momentous change is taking place in the use of social media for marketing purposes. Social marketing is maturing to the point where the mainstream is now transitioning from the trial-and-error tactical phase of the learning curve to the strategic phase. Marketers are learning to begin their social marketing initiatives by researching the medium and monitoring target audiences to determine realistic objectives. Then they formulate tactical plans and roll-out the social platforms required by the plan.

To help marketers ascend this steep learning curve, they need a practical method for mapping their social media strategy. They need to develop a coherent process for achieving objectives that can be easily and routinely performed. MarketingSherpa’s Social Marketing ROAD Map Strategy Training Course was created to fulfill this need. In this workshop, you’ll learn how to create a tactical plan of action, determine real objectives and decide a social platform that fits into your marketing architecture.

9:00am-1:00pm, Monday, Breakout Session Room

Sergio Balegno is the Research Director for the MarketingSherpa Research Group. His research covers the topics of social media marketing and PR, email marketing and business technology marketing for MarketingSherpa benchmark guides and special reports. Balegno is a frequent speaker on these topics at MarketingSherpa Summits, industry conferences and online events. His 30 years of marketing experience have included roles as client-side executive, agency principal, consultant and analyst.

Jen Doyle serves as Senior Analyst at MarketingSherpa, covering search engine marketing (SEO and PPC), B2B marketing and social media. She is the lead author of the 2011 Search Marketing Benchmark Report and the 2011 B2B Marketing Benchmark Report. Doyle is also a speaker at MarketingSherpa and partner events, a MarketingSherpa newsletter columnist and blog contributor, and a speaker for MarketingSherpa and partner webinars. Her research has been instrumental in the development of new media marketing practices.

Prior to joining MarketingSherpa, Doyle managed search, social media and direct marketing campaigns for companies in the computer software industry, consumer retail, B2B services as well as nonprofit. Jen has been recognized for her successful experience in the practice of search engine marketing programs that target a wide variety of audiences.

Sergio Balegno Director of ResearchMarketingSherpa

Jen Doyle Senior Research AnalystMarketingSherpa

Speakers:

The MarketingSherpa Social Marketing ROAD Map

Sessions

35


8:00-9:00Networking Breakfast for Workshop Attendees

9:00-9:15Introductions and Expectations • Instructor and attendee introductions• Shared expectations for the workshop

9:15-9:45Setting the Stage for Social Marketing Success• The state of social media - a new world of

marketing opportunities• Three questions to ask ourselves before

getting started• Social Marketing ROAD Map: A method for

mapping your social marketing strategy• Class exercise: Determining your

organization’s phase of social marketing maturity

9:45-10:15ROAD Map - Research: Gathering Intelligence• Stop, look and listen - monitoring social media• What to monitor, benchmark and tools to use• Target audiences segments• Identifying your existing content for social

marketing repurposing

10:15-10:45ROAD Map - Objectives: Targeting and Alignment• Defining targeted and measureable objectives

for social marketing purposes• Prioritizing target audience segments• Identifying metrics and reporting

specifications

10:45-11:00Break

11:00-11:30ROAD Map - Actions: Social Marketing Tactics • Effectiveness versus “fast and easy”• Blogging, microblogging, social networking

and multimedia content sharing• Case study: Lessons in developing your social

marketing tactical plan• The importance of a social media policy• Social Media’s share of the online marketing

budget

11:30-12:00ROAD Map - Actions (cont.): Social Media Integration• Integrating social media with other tactics in

the mix• Extending the reach of email campaigns with

social sharing• Inbound marketing’s powerful pair - search

and social• Case study: Key trends and tactics in search

and social integration

12:00-12:45ROAD Map - Devices: Technology and Architecture• Creating a strategy that outlives technology• Analyzing social platforms for strengths and

weaknesses• Identifying hub sites for content and

conversion• Prioritizing platforms for community building

and engagement

12:45-1:00Wrap-up. Review of Top Takeaways for Mapping Your Social Marketing Strategy

Agenda for the Social Marketing Workshop

Sessions

36


General SessionHow-To: Proven Processes for Accelerating Email Marketing PerformanceSESSION DESCRIPTIONEmail has long been established as one of the hardest working tools in the marketing toolbox. Strategically, email plays an important role in achieving a wide range of marketing objectives. Tactically, email appears to have unlimited potential especially when integrated with emerging marketing channels like social media. As a mature tactic, performance improvements are no longer measured in quantum leaps but in incremental steps. The research team at MarketingSherpa wants to shift the tide and help kick-start your email efforts in 2011.

In this session, Sergio Balegno will share research on the state of email marketing today and the challenges email marketers confront. Jeff Rice will identify five key areas to focus on for improvement in 2011. Learn helpful how-to steps, hear insightful case studies and leave with a greater understanding of ways to accelerate your email marketing performance.

2:15pm-3:00pm, Monday, General Session Room

Sessions


W. Jeffrey Rice is a Research Analyst at MarketingSherpa, focusing on email marketing. He is the lead author of the 2011 Email Marketing Handbook, contributing author of the 2011 Email Marketing Benchmark Report and a MarketingSherpa e-newsletter columnist. Rice has also spoken on both MarketingSherpa and partner webinars.

Prior to joining MarketingSherpa, Rice led marketing efforts at B2B and sports entertainment companies. His diverse background in both traditional and online marketing strategies enabled him to manage cross-functional teams to produce effective campaigns.


Jeff Rice Research AnalystMarketingSherpa

Speakers:

How-To: Proven Processes for Accelerating Email Marketing Performance

37


General SessionCrafting an Effective Email Message: Five elements that contribute to the success (or failure) of every email campaignSESSION DESCRIPTIONUtilizing research findings from nearly a decade of online marketing experimentation, Dr. Flint McGlaughlin, Managing Director (CEO) of MECLABS, will discuss the most essential discoveries made by MECLABS in the realm of email marketing. In this session, he will walk through five key elements that determine the success (or failure) of any email campaign, while teaching proven methods for crafting effective email messages that generate quality response. Finally, he will conduct live optimization of audience-submitted email campaigns to help connect these principles to real-life practice.

3:30pm-5:30pm, Monday, General Session Room

Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including, The New York Times, Microsoft Corporation and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

Dr. Flint McGlaughlin Managing Director & CEOMECLABS

Instructor:

Sessions

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General Session

Case Study: How Microsoft Uses Technology to Drive 1:1 Real-Time Content and Offer Optimization for 2 Billion ConsumersSESSION DESCRIPTIONThe brand-side email marketing team at Microsoft focused on reaching their 2 billion consumers worldwide across 3,600 email campaigns and nearly 1 billion emails per month. This year, they piloted their Email Advisor product in email with incredible success. This case study focuses on the pilot and the technology which resulted in tremendous impact within the channel and a production release. The technology allowed the team to directly impact the business and bring email marketing to the leading edge in terms of technology and real-time 1:1 data-driven content and offer optimization.

8:45am-9:15am, Tuesday, General Session Room

Sessions

Ben Day manages marketing operations for Microsoft’s Bing, MSN and Windows Live business, reaching billions of consumers worldwide. He has spent several years in the direct marketing space, and originally worked in market research for financial services companies. He is passionate about leveraging technology to improve relationship marketing performance.

Ben Day Group Marketing ManagerMicrosoft Corporation

Speaker:

SHOW

ME

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TARGET ME,NOT

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EMAIL ME

WHEN I’M

READY

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And Everything in Between.Visit www.Silverpop.com and give your customers what they want.

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Give It to Them

39


Sessions

YOUR CURRENT MARKETING ROI IS .

AND IF IT DOESN’T IMPROVE, YOU WILL BE .It’s not a question. It’s a decision. If you want to increase ROI — and create better prospects ahead — you need a better way to engage today’s hyper-connected consumers. But if you’re like most marketers, you probably have gaps in your knowledge and capabilities that are holding you back. FILL IN THE BLANKS.

Visit Acxiom at Booth #4for a chance to win an iPad.www.acxiom.com • 1.888.3ACXIOM

Email marketing shouldn’t be a one size fits all. Neither should your email solution.

Bronto’s unique “Crawl, Walk, Run” approach fits online retailers with the appropriate level of services coupled with a powerful solution to identify strategies unique to their business and accelerate results.

Visit booth #1 to learn about our unique solution and receive our book excerpt “Crawl, Walk, Run: Email Marketing Strategies to Uplift Your Results” and register to win a free Apple iPad.

bronto.com 1.888.BRONTO.1 Follow @Bronto on Twitter

40


General SessionPanel: Growing Email Lists and Engaging Customers with Social Media

9:15-10:00am, Tuesday, General Session Room



Moderator:

Sessions

SESSION DESCRIPTIONSocial media is a hot topic in marketing circles, yet many companies are struggling to establish social media initiatives with concrete, measurable results. During this panel, you will hear how two companies – Freshpair and Threadless – are successfully integrating their social media and email marketing plans. Afterwards, the panel will field questions about these case studies and your specific challenges in using social media and email to build lists and engage customers and prospects.

MINI CASE STUDY: FRESHPAIRFreshpair, a leading Internet retailer of women’s and men’s underwear and intimate apparel, orchestrated a successful Facebook fan-acquisition campaign around an email message. Freshpair had established a robust social presence on its Facebook page, which played up its young, hip image with offers, tips and quips from its social media staffers, plus product and behind-the-scenes pictures and video. The company wanted to attract more fans than it was drawing with the fan link in its regular promotional emails.

Working with Responsys, Freshpair dedicated one email message to promote their Facebook page, targeted to their best customers, most engaged prospects and students. Those who clicked the “Become a Fan” links in the email and on the Facebook page received a 10% percent discount offer. The email helped Freshpair increase its Facebook fans by 25% and generated 27x more fans per day than the fan link in promotional emails.

MINI CASE STUDY: THREADLESSThreadless is the international online community-based t-shirt company. Threadless t-shirts have been sourced from an ongoing open-call for t-shirt submissions from a worldwide community of amazing artists and designers. Once submitted, the community of more than one million members cast votes that help Threadless decide which designs become t-shirts.

In 2009, Threadless increased revenue by 120% using email and social media. A key component of Threadless’ email strategy was a “Welcome Email” program that introduced users to an optimized online preference center that allowed consumers to control and personalize the information they receive from Threadless. The company also sent targeted coupons to new buyers to encourage repeat purchases and collected customer insights through emailed customer satisfaction surveys.

In addition to email alerts, promotional messages and surveys, Threadless also posts daily Twitter updates and Facebook status updates to stay engaged with its community of designers, bloggers and buyers. The company currently has more than 1.5 million followers on Twitter from its corporate Twitter handle @Threadless. Celebrating its tenth year, Threadless has an ongoing open call for t-shirt design submissions from its worldwide community of more than 80,000 artists and designers.

41


Mike Volpe is VP of Marketing at HubSpot, where he leads the company’s lead generation and branding strategy through inbound marketing. Volpe helped grow HubSpot’s customer base from 10 to more than 3,600. Under his leadership, HubSpot’s marketing has won more than 30 awards and been featured in more than 20 marketing and business books. Volpe also co-hosts the weekly marketing podcast “HubSpot TV,” blogs frequently and is very active in social media and as a marketing speaker.

Jordan Cohen is VP of Business Development at Pontiflex, the industry’s leading email and social acquisition platform. He is responsible for building the company’s strategic partnerships and technology integrations with leading email service providers (ESPs).

Prior to Pontiflex, Cohen held leadership roles at Pivotal Veracity, Goodmail Systems, Epsilon, Bigfoot Interactive and the Direct Marketing Association. An expert on email marketing, deliverability and online privacy, his portfolio includes volumes of articles and whitepapers, and speaking engagements at national events including the MediaPost Email Insider Summit, DM Days NY and the Email Evolution Conference. Cohen graduated from the University of Michigan, Ann Arbor with a BA in Communication Studies.

Lindsay Massey is the Marketing Director at Freshpair.com. There, she oversees the email marketing program as part of Freshpair’s overall acquisition and retention marketing programs (including Freshpair’s annual underwear celebration, National Underwear Day). Massey has extensive experience with retention, cross-channel and lifecycle marketing with a focus on targeted promotions and email program automation.

Mike Volpe VP of Inbound MarketingHubspot

Jordan Cohen VP of Business DevelopmentPontiflex, Inc.

Lindsay MasseyMarketing DirectorFreshpair

Panelists:

Sessions

As Director of Email Marketing at Threadless, Liz Ryan has more than ten years of online marketing experience. Her early career included serving on an advisory board to Arizona State University’s Web development team and as an assistant to financial analysts creating reports on companies such as Amazon, eBay and Yahoo! during their IPOs. In 2003, Ryan earned a Master’s of Science in eCommerce Technology from DePaul University in Chicago. While at DePaul, she worked as an analyst at a telecommunications consulting firm, and a director for an email marketing agency. Since then, Ryan has spent more than four years consulting in email strategy and delivery services, as well as search engine marketing and web strategy. She also spent two years as Director of Email Marketing for a lead generation Web company, developing their email marketing strategy.

Liz RyanEmail Marketing ManagerThreadless

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Keynote Address

Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now SESSION DESCRIPTIONDavid Meerman Scott opens eyes with his groundbreaking ideas on the opportunities (and threats) inherent in today’s always-on, 24x7, instant business environment. Real-time marketing and public relations is when organizations respond to events as they occur. It’s when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it’s when businesses see an opportunity and are the first to act on it.

The Internet fundamentally changes the timescales on which we do business, compressing time and imparting a competitive advantage to the quick.

In every market, there is room for smart organizations to seize market share and improve profits by providing a product or service or communications initiative at speed. Here are just a few ways that smart organizations are using the power of real-time strategies to build revenue, spread ideas, and interact with potential buyers around the world. Told with examples from organizations large and small, speed and agility are now a competitive advantage in today’s marketplace.

10:45am-12:45am, Tuesday, General Session Room

Sessions

David Meerman Scott

Author and Marketing & Leadership Speaker

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•ÊShare-to-Social

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platformsÊseemÊalike,ÊPostfutureÊcomesÊ

toÊsetÊyourÊbusinessÊapart,ÊwithÊtheÊ

featuresÊyouÊneedÊtoÊtakeÊchargeÊofÊ

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BOOTHÊ#37

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Sessions

ABOUT THE SPEAKERDavid Meerman Scott’s book The New Rules of Marketing & PR opened people’s eyes to the new realities of marketing and public relations on the Web. Having spent six months on the BusinessWeek bestseller list and being published in 26 languages from Bulgarian to Vietnamese, New Rules, now in its second edition, is a modern business classic. Scott’s popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers. His newest book Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now was released in November 2010. It achieved #2 on the Wall Street Journal bestseller list and #3 on the USA Today bestseller list. He is also the co-author (with Brian Halligan) of the hit book Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History and wrote three other books including World Wide Rave. His blog – www.WebInkNow.com - is ranked by AdAge Power 150 as a top worldwide marketing blog.

He is a recovering VP of Marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world’s largest newspaper and electronic information companies.

David has presented to varied audiences around the world including Cisco, HP, Microsoft, The New York Islanders, NASDAQ Stock Market, the Government of Ontario, McKesson, U.S. Air Force, U.S. Marine Corps, SAP, Google, Digital River, Hill & Knowlton, Hanley Wood, Dow Jones, National Investor Relations Institute, Milken Institute Global Conference, America Credit Union Conference, TS2, Giant Screen Theater Association, Realtors® Conference, and many, many more.

For more information on David, please visit www.davidmeermanscott.com.

David Meerman Scott will be signing books in ExactTarget’s booth (#22) from 12:45-2:00pm on Tuesday after his keynote address.

Ready to engage in a little real-time marketing? Now’s your chance! Tomorrow morning we will have a panel of experts on hand to address your most pressing email marketing questions. Please tweet your questions using #SherpaEmail. We will compile your submissions and use these as the basis for the panel.

44


Sessions

B2C Breakout SessionCase Study: Air Canada webSaver - Turning Innovation into New Revenues SESSION DESCRIPTIONAir Canada has a long history of building and sustaining innovative and profitable relationships with its customers. Building on the success of its webSaver email program, Air Canada developed Fare Alerts. Bringing more than 20 years experience with Air Canada, Mark Sniderman, Air Canada’s Marketing Communications Manager – North America, shares how Air Canada built on their knowledge of customers gathered through the webSaver program to launch a program that will keep them at the forefront of innovation and ahead of their competitors.

2:00pm-2:30pm, Tuesday, General Session Room

In his current role as Manager, Marketing Communications - North America for Air Canada, Mark Sniderman is responsible for a range of online and offline consumer communications for the company, which was recently ranked “Best Airline in North America.” Sniderman also manages the award-winning Air Canada webSaver email program. In his more than 16 years of communications experience at Air Canada, his portfolio includes direct marketing, interactive online and social media, offline advertising and a special focus on email marketing.

Mark Sniderman Manager, Marketing Communications North America, Air Canada

Speaker:

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45


Sessions

B2B Breakout SessionCase Study: One B2B Company’s Fearless Use of B2C Email TacticsSESSION DESCRIPTIONLearn how a one and a half year old B2B start up built a successful email marketing program from the ground up by adding B2C email marketing tactics to their mix. Since launching in the US in January 2009, PLC has predominately used email marketing – specifically traditional B2C email marketing tactics – to build brand awareness and construct a pipeline of quality leads. They have since generated more than 2,000 trial requests which have helped them acquire more than 10,000 subscribers/users from 47 of the top law firms in the country and over 150 in-house corporate law departments.

2:00pm-2:30pm, Tuesday, Breakout Session Room

Ian Nelson is the Vice President of Business Development & Marketing for Practical Law Company (PLC), one of the leading companies bringing change and innovation to the US legal market. Nelson started PLC’s US marketing program from scratch, focusing on a content-based strategy in three distinct markets; law firms, law schools and corporate legal departments. Prior to his career in marketing, Nelson was a corporate lawyer in New York and London.

Korrine Kirschenbaum is the Email Marketing Manager for Practical Law Company (PLC). She is an experienced marketing professional with many years experience in B2B digital and print marketing. Additionally, Kirschenbaum’s experience encompasses online marketing strategy, online lead generation and Web site development in a variety of industries including legal, financial and education.

Ian Nelson Vice President , Business Development Practical Law Company

Korrine Kirschenbaum Email Marketing Manager Practical Law Company

Speakers:

Pick up our new report, “Spreading the word

through friends-and-family emails” at booth #6 and

sign up for a complimentary email audit to learn

how you can optimize your email program. All

applicants will be entered to win an Apple® iPad!

Free audit includes:Metrics comparison to •industry benchmarks

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DID yOu knOw fRIenDs anD faMIly eMaIls aRe fORwaRDeD On tO an aveRage Of 2.3 peOple?

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B2C Breakout SessionCase Study: Executing a B2C Campaign with a Small Team and Low BudgetSESSION DESCRIPTIONIn 2009, the ATP World Tour tennis governing body undertook financial risks by relocating its season ending finale from Shanghai to London. They had a short period of time to create a strong strategy to bring awareness of the event and sell tickets to assure profitability. ATP needed a digital strategy comprised of an event website for capturing consumer emails, and an effective email marketing campaign to convert consumers into ticket buyers.

This presentation will demonstrate the power of a focused, simple and highly effective email marketing strategy, done completely in-house with a small team and a low budget.


Philippe Dore is an award-winning digital marketing strategist and an international tennis industry veteran. He is the Senior Director of Digital Marketing for the ATP World Tour, the governing body for men’s professional tennis. He is responsible for the production of all global digital activities which includes family of multilingual websites, mobile, fantasy games, email marketing, social media and advertising.

Dore also manages the digital activation of ATP’s leading sponsors FedEx, Corona, Barclays Bank, Rolex, BNP Paribas, RICOH, and South African Airways. Prior to ATP, he worked as Statistical Analyst for the Bureau of Biostatistics and Computer Applications of Health Canada. Dore has served on the Board of Directors of the First Coast Tennis Foundation, and has raised thousands of dollars for the organization.

Philippe Dore Senior Director, Digital Marketing ATP World Tour

Speaker:

Sessions

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R: 109G: 0B: 2

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Find out why Infor Epiphany Marketing can be a winning solution for your company:

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Stop by booth 9 or visit us at www.infor.com/solutions/crm/.

47


B2B Breakout SessionCase Study: Getting Off on the Right Foot - Why the First 30 Days Matter the MostSESSION DESCRIPTIONBy focusing on the Getting Started experience the Microsoft Office Relationship Marketing team saw great results in key business metrics. Updated Getting Started programs resulted in a 30% increase in Office product satisfaction, improved Office Live net promoter scores by 21% and increased customers’ usage of the Office Live service by 23% during the first 30 days. In this session, you will see real world examples of how the team used email programs and some in-product content to improve customer satisfaction. You will learn how to use company data to inform content decisions and move from tactical email measurement like open rate to business critical metrics like product satisfaction.


Diana Lawson is the Senior Product Manager for the Microsoft Corporation. She is a member of the Microsoft Office relationship marketing team, and is responsible for programs that focus on building satisfaction with Microsoft Office by integrating messages across emails, ads and social sites. Office has an installed base of more than one billion PCs and 750 million users. For the past eleven years, Lawson has held various positions in digital marketing at Microsoft, including global strategy for corporate relationship marketing and Web site management for Windows properties. She has received various Microsoft Marketing awards including two corporate MVP awards. In September 2010, Lawson earned MarketingExperiments’ Email Marketing Certification. Her team received the ExactTarget Integration Equation Award in 2008 for their database integration, which enabled a comprehensive customer “getting started” experience.

Diana Lawson Senior Relationship Marketing Manager Microsoft

Speaker:

Sessions

email

social

mobileemailsms

web

analytics

Connected marketing solutions to drive customer engagement!www.iPost.com

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B2C Breakout SessionCase Study: Doing It Mobile in Sin City - How a Personalized Guest Experience Translates to Higher RevenuesSESSION DESCRIPTIONThis case study delves into the strategy, the intricacies, and the entertainment of mobile marketing, and how it helped Caesars Entertainment provide a personalized guest experience that translated directly to increased revenue in the gaming and hospitality industry. Mobile marketing technologies enabled the team to provide an unparalleled level of relevance and individualization in its contact strategy. The sweet spot in the mobile channel is a continuously moving target. Text, mobile web, iPhone, Android, iPad, Twitter, FourSquare, GPS. This case study will discuss how marketers weave these mobile mini-channels together to maximize customer value, loyalty and spend while maintaining an integrated contact strategy across all channels.


Neal Narayani is a Corporate Director of Marketing at Caesars Entertainment, which owns or manages nearly 50 casinos and 13 brands in multiple countries. Narayani leads the mobile and email marketing channels and is responsible for marketing strategy, technology selection and program management for all properties in the Caesars portfolio, including Caesars, Horseshoe, Harrah’s, Paris, Flamingo, Planet Hollywood, Rio, Bally’s, Imperial Palace and the World Series of Poker.

Prior to this role, Narayani worked on business development and resort re-branding initiatives in casino operations. He also has more than five years of management consulting experience, focused on product innovation in the telecommunications industry.

Narayani received his MBA from the Kellogg School of Management at Northwestern University, a Masters of Engineering Management from the McCormick School of Engineering at Northwestern University, and a B.S.in Computer Science from Vanderbilt University.

Neal Narayani Corporate Director of Marketing Caesars Entertainment

Speaker:

Sessions

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B2B Breakout SessionCase Study: How Volvo Uses Advanced Automation to Deliver Relevant Buying Stage Content to Customers and Keep the Sales Force AdvisedSESSION DESCRIPTIONInformation is the key to success; however, many businesses have the constant challenge of getting the right data to the right people, at the right time. During this case study, John Johnston will present some of Volvo Construction Equipment’s challenges and their unique solution by combining the power of CRM, customer data and dynamic email functions to automate the process of lead and customer data deliverability to Volvo’s dealers. This session will allow participants to interact with each other as well as Volvo to discuss the opportunities of email automation.


John Johnston is responsible for all aspects of Volvo Construction Equipment’s e-business marketing for North America, including online content and design, email marketing, social technologies, e-commerce integration, lead and opportunity management and more. In addition to his North American responsibilities, Johnston has served on several global Volvo Group communications, marketing and online steering committees, and participates in several AEM (Association of Equipment Manufacturers) online committees. As an online advocate, Johnston explores the latest technologies and reviews the most effective ways to implement within various marketing campaigns.

With more than a decade of experience in the construction industry, Johnston has worked for several dealers in various sales and marketing positions and also spent several years developing online and offline marketing initiatives for the Charleston (SC) Metro Chamber of Commerce. Johnston earned a Bachelor’s degree from the University of South Carolina, and is completing his MBA from the University of North Carolina.

John Johnston eBusiness Marketing Manager Volvo Construction

Speaker:

Sessions

Captivate with video in email.

Your Email Marketing Solution

Capitalize on subscriber data.

Connect through social media.AchieveTotalEngagement

www.netatlantic.com

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B2C Breakout SessionPanel: Using Mobile Marketing to Rev Up ProfitsSESSION DESCRIPTIONFor many companies, mobile marketing is becoming an invaluable component in the overall marketing plan, especially in the B2C arena. Southwest Airlines and ScottsMiracle-Gro are two companies that have embraced mobile marketing and are using it to build their lists and drive customer loyalty. Learn from their experience and listen as the panel discusses these two mini-case studies and addresses questions from the audience about mobile marketing tactics.


Adam T. Sutton has been with MarketingSherpa and MECLABS since 2007. He currently writes for MarketingSherpa’s Email and Inbound Marketing newsletters and also for the MarketingSherpa Blog. He has previously covered marketing topics including search engines, e-retail, social media and others. Sutton spends most of his time researching and interviewing marketers to uncover their latest insights and writing them into newsletter articles. His work has also been featured in the MarketingExperiments Blog and the MarketingExperiments Quarterly Research Journal.

Adam Sutton Director of ResearchMarketingSherpa

Moderator:

Sessions

MINI CASE STUDY: SCOTTSMIRACLE-GROTo succeed in selling to today’s social, connected customer, marketers must maximize every touchpoint to “ignite” the conversation, create interest and give people a reason to buy. In this session, Mindi Staley will show how ScottsMiracle-Gro is leveraging the combined power of email, social and mobile media to attract, engage, and retain customers. Attendees will learn techniques for enhanced email personalization; how to automate email program execution; and how to use social media to attract new email subscribers.

MINI CASE STUDY: SOUTHWEST AIRLINESSouthwest Airlines created a groundbreaking integrated email and mobile marketing campaign to drive opt-ins for their Click ‘n Save email marketing program. The airline developed a mobile email acquisition campaign for its customers by creating a “Text us your email” message in order to drive Click ‘n Save email opt-ins. The program was promoted via the following vehicles: departure gates, jet bridges, in-flight magazines and flight crew announcements.

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Mindi Staley drives ScottsMiracle-Gro CRM programs. Her twelve years of interactive expertise on both client and agency sides contribute to the success of Scotts digital experiences. Staley is responsible for strategy, testing, personalizing and perfecting digital channels. With developer and marketing expertise, she consistently produces innovative ideas that are best for consumers, under-budget and timely. She has a BBA in Marketing from Ohio University, an MBA from Franklin University, and a multitude of professional certifications.

Jason Scoggins carries out the strategy and optimization behind all promotional and transactional emails for Southwest Airlines. Additionally, he is accountable for customer acquisition and engagement campaigns across multiple channels. Prior to joining Southwest, Scoggins worked at imc2, helping clients ranging from GlaxoSmithKline to Education Management Corporation with relationship marketing programs, ensuring they created authentic relationships through relevant and timely communications. Scoggins earned his MBA in Marketing and Strategic Leadership from the Cox School of Business at Southern Methodist University, and a B.A. in Journalism/Advertising from the University of Oklahoma.

Mindi Staley Senior Specialist in Interactive MarketingScottsMiracle-Gro

Jason Scoggins Online Marketing ManagerSouthwest Airlines

Panelists:

Sessions

Scott Jones is Director of Product Marketing and Partner Strategy at Responsys, where he sets corporate and product positioning, manages technology partnerships and leads new market development efforts. Jones has extensive ecommerce and technology marketing, sales, and product management experience, including recent leadership roles at Tealeaf Technology and iSpheres Corporation. Jones holds a Bachelor’s degree from Cornell University.

As Director of Mobile Marketing for Acxiom Corporation, Mike Keene leads the global development of mobile marketing solutions and guides the delivery of mobile marketing services for Acxiom clients. Keene is an active member of the Mobile Marketing Association and a frequent contributor to Mobile Marketer Daily. His background in marketing leadership in wireless technology and data innovation make him a sought after subject matter expert on mobile, multichannel marketing.

Scott Jones Director, Product Marketing and Partner StrategyResponsys

Mike Keene Director of Mobile Marketing and AdvertisingAcxiom

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SESSION DESCRIPTIONOne of the biggest challenges facing email marketers in the B2B space is content development. When it comes to lead nurturing, it’s imperative that you deliver timely information that matches the current motivations of your prospects and customers. You’ll hear from two companies – ECI Telecom and Western Union – that are meeting this challenge head-on. Our panel will then discuss ways that you can generate relevant content and deliver it to your audience when they need it most.

Brian Carroll is the author of Lead Generation for the Complex Sale and the B2B Lead Generation Blog. He has been profiled and regularly quoted in publications such as Business Week, BtoB Magazine, Selling Power, The Wall Street Journal, CMO Magazine, Target Marketing, Inc., Marketing News, DM News, Marketing Profs, MarketingSherpa, Software CEO and Rain Today. Carroll speaks to 20,000 people a year on improving marketing effectiveness and lead generation strategies for the complex sale, and his B2B Lead Generation Blog is read by thousands each week.

Brian Carroll Executive Director of Applied ResearchMECLABS

Moderator:

B2B Breakout SessionPanel: How to Develop Content for Specific Buying Stages4:30pm-5:15pm, Tuesday, Breakout Session Room

Sessions

MINI CASE STUDY: ECI TELECOMECI Telecom has developed an effective B2B lead nurturing model based on buyer pain points and linked closely to the relevant stages of the buying cycle that increased their conversion rates by more than 100%. They will share how they mapped out content and aligned it to stages of the buying cycle, and will examine the development and acquisition of valued assets for use in the initial stages of the buying cycle.

MINI CASE STUDY: WESTERN UNION BUSINESS SOLUTIONSWestern Union Business Solutions employs an integrated, multi-channel model designed to generate a continuous pipeline of sales-ready leads. This best-in-class model employs tactics that work concurrently, including online and email marketing and thought-leadership advertising.

An integral component of the model is a robust email marketing program, which is designed to nurture and engage potential clients in an industry with a notoriously long sales cycle. Since implementing this model, they have achieved impressive ROI, including a shorter sales cycle – converting leads up to four months faster than those using a standard sales process – and double-digit revenue growth in the last year.

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Michelle Levy is Associate Vice President Marketing Programs, ECI Telecom. As an executive within the centralized Corporate Marketing function, Levy is responsible for live and digital demand generation and global marketing programs.

Levy has led the development of several successful global integrated campaigns as well as architecting the cooperative effort between marketing and sales to align definitions, processes and lead management. Her areas of expertise include all aspects of lead management, nurturing, scoring and marketing automation, and she is passionate about reporting, measurement and best practices. Prior to ECI Telecom, Levy drove marketing efforts and held sales positions at Emblaze Systems and CompuServe.

Loren McDonald’s role at Silverpop is to educate clients and prospects on best practices and emerging trends in email and engagement marketing. He has 26 years experience in marketing, consulting and strategic planning, has written more than 400 articles and blog posts, and is a frequent speaker at major industry conferences. McDonald has held executive marketing positions at a variety of companies, including Lyris, Inc., EmailLabs, USWeb/CKS and Arthur Andersen.

Michelle Levy Associate Vice President Marketing ProgramsECI Telecom

Loren McDonald

Vice President of Industry RelationsSilverpop

Panelists:

Sessions

Ardath Albee, CEO of Marketing Interactions, Inc., applies 25 years of business management and marketing experience to help B2B companies with complex sales to create e-marketing strategies that use contagious content to turn prospects into buyers. Albee authors the popular Marketing Interactions blog and is a frequent industry speaker. Her book, eMarketing Strategies for the Complex Sale was published last fall.

Ardath AlbeeCEO & B2B Marketing StrategistMarketing Interactions, Inc.

As Director of Marketing and Product Management, Kirsten McElgunn is responsible for providing strategic direction for global marketing activities for the company’s international business payments division. McElgunn’s role on the marketing leadership team is to deliver ongoing analysis of existing and emerging market opportunities to drive effective demand-generation programs. McElgunn began her career with TELUS Corporation in Canada, where over the course of 11 years she held leadership positions in marketing, product management and customer care. Prior to joining Western Union, McElgunn ran her own marketing and business development consulting company, where she worked with a digital content marketing and new media agency and worked to define new business and channel opportunities for government organizations. She also led marketing and business-case development for a cosmetics company startup. She is a graduate of the University of Victoria in British Columbia, Canada.

Kirsten McElgunnDirector, Marketing & Product ManagementWestern Union Business Solutions

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General SessionCase Study: The Role of Email Marketing in an Inbound Marketing WorldSESSION DESCRIPTIONBuyers now have the ability to screen, ignore and block all forms of advertising, phone calls and emails, making outbound marketing less and less effective. Using inbound marketing to attract more prospects to your business can generate leads at 60% lower cost, and improve lead quality as well. Is email marketing inbound marketing or outbound marketing? Can email marketing work alongside social media? How can email marketing be used in the inbound marketing world where we live today? Hear from Mike Volpe, VP Marketing at HubSpot, how his team used an inbound marketing strategy to attract over 400,000 opt-in email subscribers and learn how email marketing was a key part of their growth from 10 customers to over 3,500 customers.

9:00am-9:45am, Wednesday, General Session Room

Mike Volpe is VP of Marketing at HubSpot, where he leads the company’s lead generation and branding strategy through inbound marketing. Volpe helped grow HubSpot’s customer base from 10 to more than 3,600. Under his leadership, HubSpot’s marketing has won more than 30 awards and been featured in more than 20 marketing and business books. Volpe also co-hosts the weekly marketing podcast “HubSpot TV,” blogs frequently and is very active in social media and as a marketing speaker.

Mike Volpe VP of Inbound MarketingHubSpot

Speaker:

Sessions

complex B2B and B2C campaigns

marketing automation

address list buildup

connection of social networks

customer lifetime optimization

rabbit eMarketing Sinn von Graeve GmbH, Kaiserstr. 65, 60329 Frankfurt, Germany, tel: +49 69 - 860 0428 -00, email: [email protected], web: http://www.rabbit-emarketing.de

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Sessions

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General SessionPanel: Ask the Experts - Your 2011 Email Challenges AnsweredSESSION DESCRIPTIONWe’ve done our best to put together a well-rounded, informative program for this year’s Email Summit. Unfortunately, it’s impossible to cover every topic and answer every question. This panel is your chance to pose questions that won’t be covered in the agenda and have them answered and discussed by our panel of experts. Attendees are encouraged to submit their questions via Twitter on Tuesday. The hashtag is #SherpaEmail. On Tuesday night we’ll compile the best and most popular questions and have our experts discuss them in a roundtable format.


Daniel Burstein oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands – helping their team of reporters dig for actionable information while serving as an advocate for the audience. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog.

Prior to joining the team, Burstein was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware and BEA Systems. He has ten years of experience in copywriting, editing, internal communications, sales enablement and marketing communications.

A recovering attorney turned digital marketer, Jeff Rohrs heads the Marketing Research & Education Group at ExactTarget. In addition to co-authoring ExactTarget’s “SUBSCRIBERS, FANS & FOLLOWERS” research series, Rohrs has been a driving force behind the company’s “SUBSCRIBERS RULE!” philosophy, and Connections User Conference. He has also presented at a wide variety of industry events including ad:tech, Argyle’s CMO Leadership Forum, The CMO Club Summit, MarketingSherpa’s annual Email Summit, MediaPost’s Email Insider Summit, the eec’s Email Evolution Conference, SES, SMX and WOM Supergenius.

Prior to joining ExactTarget, Rohrs was President and Chief Interactive Strategist for Optiem, a digital marketing agency, where his clients included Sherwin-Williams, Calphalon and Insurance.com. Rohrs received his J.D. and Masters in Mass Communication from Boston University, and he holds a B.S. in Mass Communications from Miami University, where he serves on the Advisory Board for the school’s Armstrong Center for Interactive Media Studies.

Daniel Burstein Director of Editorial Content MECLABS

Jeff Rohrs Vice President of MarketingExactTarget

Moderator:

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Matthew Caldwell serves as Creative Director for Yesmail. An email design pioneer since 1999, he is the founder of Yesmail’s award-winning Creative Services group. Caldwell received a Bachelor’s in Marketing from Indiana University and studied Art/Graphic Design at The Pacific Northwest College of Art and the Oregon College of Art & Craft. Caldwell was formerly the Creative Director for ThrustMaster, Labtech, Logitech and @Once.

Matthew Caldwell Sr. Creative DirectorInfogroup Interactive

Gabrielle Shea Stevens is Group Director at e-Dialog, managing West Coast operations. With 20 years experience in database and email marketing, she has led the development of highly sophisticated lifecycle marketing programs for major retailers, publishers and travel companies.

Prior to joining e-Dialog, Stevens managed database marketing programs for The San Diego Union-Tribune, The Reno Gazette Journal, The Honolulu Advertiser and Thompson Publishing Group. She has a BS in Marketing from the Villanova School of Business and a MS in Management Information Systems from Bowie State University.

Gabrielle Shea StevensGroup Directore-Dialog

Sessions

Marco Marini is an acknowledged expert in e-marketing with more than 15 years experience in the field. Before taking over as CEO, he served as CMM’s VP of Marketing & Operations. Marini has also held key marketing positions with CyberSource, eHealthInsurance, DoveBid and IBM Canada.

Dennis Dayman has more than 17 years experience combating spam, security issues and improving email delivery through industry policy, ISP relations and technical solutions. As Eloqua’s Chief Privacy Officer, Dayman leverages his experience and industry connections to help Eloqua’s customer maximize their delivery rates and compliance. Previously, Dayman worked for StrongMail Systems as Director of Deliverability, Privacy and Standards, served in the Internet Security and Legal compliance division for Verizon Online, as a senior consultant at Mail Abuse Prevention Systems (MAPS), and started his career as Director of Policy and Legal External Affairs for Southwestern Bell Global (now AT&T).

As a longstanding member of several boards within the messaging industry, including serving on the Board of Directors and the Sender SIG for the Messaging Anti-Abuse Working Group (MAAWG), Secretary/Treasurer for Coalition Against Unsolicited Commercial Email (CAUCE), Certified Information Privacy Professional (CIPP) Advisory Board, Dayman is actively involved in creating current Internet and telephony regulations, privacy policies and anti-spam legislation laws for state and federal governments.

Marco MariniPresident and CEOClickMail

Dennis DaymanChief Privacy & Deliverability OfficerEloqua

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Breakout Track #1 Session

Case Study: How Yahoo! Uses Email to Build Relationships Year-RoundSESSION DESCRIPTIONAs marketers, we all desire to build relationships with our customers, and email is a powerful way to do so. But are marketers using it to its full potential? Or are they adding noise to an already overloaded recipient inbox? During this case study, Yahoo! will share its framework for using email to build relationships year-round. See examples of programs from Yahoo! and other companies putting that framework into practice. Come away with ideas for evolving your program, approaches to measurement, and thoughts on organizing for success.


Sue Coakley, Sr. Director of Customer Contact Strategy, Yahoo!, leads a central team responsible for leveraging email to drive engagement of Yahoo! users across the globe. Those engagement activities range from deepening use of Yahoo! Mail and the Yahoo! homepage to helping users discover and continue to use dozens of other Yahoo! properties. Coakley’s team owns the entire end-to-end process, from strategy through optimization. Her 20-year marketing career has focused on direct marketing/channel management, policies around use of user data, analysis to insights, and agency/vendor management. Prior to joining Yahoo!, Coakley held various marketing and policy roles at Intuit.

Cori Chao, Director of Email Marketing, Yahoo!, focuses on providing email strategy, best practices, creative deliverables and campaign analysis across all of Yahoo!’s varied properties. Chao has 20 years of marketing experience including direct response marketing, events planning, product development, product marketing and marketing communications. She has been with Yahoo! for four years. Prior to Yahoo!, Chao worked in the email marketing space at various companies including the HP Home and Home Office Store, Verisign and Netscape. Additionally, she has held broader marketing communications roles at ShareData, Storage Dimensions, Insignia Solutions and The Learning Company.

Sue Coakley Sr. Director, Customer Strategy Yahoo!

Cori Chao Director, Email Marketing Yahoo!

Speakers:

Sessions

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Case Study: How to Track ROI for Social Media CampaignsSESSION DESCRIPTIONThe most cliché statement of 2010: “Social media is about listening.” Knowing where to listen, how to listen and how to separate meaning from noise is the trick. To answer these questions, we put together a research team inside MECLABS to run a hands-on pilot project with a simple objective: use social media to sell Email Summit tickets using some of the more common tactics, and carefully monitor their effectiveness. We are going to share what we have learned from installing and using the Radian6 platform and monitoring the activities of our top affiliate marketers.

Jason Henderson, Principal, BIG MarketingJon McGinley, Director of Marketing, Radian6Justin Bridegan, Marketing Manager, MarketingSherpa

MarketingSherpa Research Partner:

11:00am-11:30am, Wednesday, Breakout Session Room

Boris Grinkot is part online marketer, part social scientist and part philosopher. As the director of technology consulting at a small Florida marketing firm, he began searching for ways to combine Web development with his academic background in research. This search led him to the interdisciplinary field of offer-response optimization and to MarketingExperiments.

Since joining the team in 2007, Grinkot’s work with Fortune 500 and international research partners has included experimental design, business intelligence, competitive strategy, and search marketing. He holds a B.A. in Religious Studies with a minor in International Relations from Cornell University, and an MBA from the University of Florida. His extracurricular interests include psychology, e-business innovation and macroeconomics.

Boris GrinkotAssociate Director of Product Development MECLABS

Speaker:

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Case Study: Personalized Radio and Personalized Email - How Pandora Keeps People Listening and Drives Conversion with EmailSESSION DESCRIPTIONPersonalization is the key to Pandora’s success as the leader in online radio, so it is only natural that their email program is an example of why personalization is a winning email best practice. From dynamically personalized emails about listeners’ stations to usage triggered subscription upgrade offers, Pandora is making their listeners happy with their relevant email content.

Join this session to learn about this exploding brand’s email program from Pandora’s Director of Marketing, Matt Nichols. You will learn how email personalization drives customer loyalty; how timely triggered emails drive “freeium” subscriptions to premium; and how to create a unique branding experience in your email program.

11:40am-12:10pm, Wednesday, General Session Room

Matt Nichols is responsible for online marketing and research at Pandora. His job is to introduce new listeners to Pandora and to deepen engagement for existing listeners.

Matt Nichols Director of MarketingPandora

Speakers:

Sessions

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Breakout Track #2 SessionCase Study: Leveraging Transactional Messages to Boost Email Newsletter Opt-InsSESSION DESCRIPTIONLearn how to make transactional messages work for your email program as Johannes Neuer, eCommunications Manager at The New York Public Library, shares tips and lessons learned about how the Library leveraged transactional messages sent to patrons on a daily basis to more than double the number of opt-ins for the institution’s monthly flagship newsletter at virtually no cost.

11:40am-12:10pm, Wednesday, Breakout Session Room

Johannes Neuer, a ten-year veteran in online marketing and new media, manages the corporate eCommunications program at The New York Public Library (NYPL). Prior to joining the Library in 2009, Neuer worked for regional and national nonprofits as well as SMEs and global players in the electronics and software sector. During his tenure at NYPL, he has consolidated numerous institutional email newsletters into three successful flagship campaigns and doubled subscriptions to NYPL News, the library’s monthly newsletter.

Recent awards include MarketingSherpa’s 2010 Viral and Social Marketing Hall of Fame and a PR News 2010 Nonprofit Award for Use of Twitter. Johannes holds a Master of Science in e-media.

Johannes NeuereCommunications Manager The New York Public Library

Speaker:

Sessions

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General SessionPanel Discussion: Best Practices in Email DeliverabilitySESSION DESCRIPTIONSpammers have made life increasingly difficult for legitimate email marketers. It’s becoming more and more difficult to get your email through the myriad spam blockers and firewalls and into the inbox of your target audience. In this session, you’ll hear mini case studies from Lifescript and Nestlé USA and then learn from the experts as our panel discusses the challenges and innovations in deliverability.

1:30pm-2:30pm, Wednesday, General Session Room

W. Jeffrey Rice is a Research Analyst at MarketingSherpa, focusing on email marketing. He is the lead author of the 2011 Email Marketing Handbook, contributing author of the 2011 Email Marketing Benchmark Report and a MarketingSherpa e-newsletter columnist. Rice has also spoken on both MarketingSherpa and partner webinars.

Prior to joining MarketingSherpa, Rice led marketing efforts at B2B and sports entertainment companies. His diverse background in both traditional and online marketing strategies enabled him to manage cross-functional teams to produce effective campaigns.

Tom Sather is the Director of Professional Services for Return Path, where he works with top-brand clients like eBay, MySpace, IBM and Twitter. Sather’s previous experience includes stints with email service provider Experian CheetahMail and on the abuse desks for AOL, Bellsouth, AT&T and GTE. Sather uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox and generate the highest possible response. His clients have seen an average increase of 20% in deliverability rates.

Jeff Rice Research AnalystMarketingSherpa

Tom Sather Director of Deliverability ConsultingReturn Path

Moderator:

Panelists:

Sessions

MINI CASE STUDY: LIFESCRIPTLifescript, an industry leader in online women’s health publishing, will provide unique insights into their successful email acquisition and deliverability strategy. You will learn their criteria for email address deliverability, how they use the latest technology in email address quality assurance, how you can improve your metrics to calculate accurate ROI and much more.

MINI CASE STUDY: NESTLE USAAs consumers’ inboxes become more crowded, and integrating with multiple internet service providers more complex, Nestlé USA needed a better way to measure when, where and why emails weren’t delivered. This session discusses lessons learned by Nestlé USA along the road to achieving and tracking successful deliverability and incorporating these lessons into email campaign execution. They will look at delivery percentages and tracking insights before and after implementing a strategy for ensuring emails reach their intended targets.

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A graduate of Amherst College, Austin C. Bliss, Co-founder and President, FreshAddress, Inc., is the inventor of a patented system that provides email change of address (ECOA) services for businesses and consumers. Before co-founding FreshAddress, Bliss provided strategic direction for the acclaimed Virtual High School project, managed an Internet-based global conservation project for the United Nations Development Program, and instituted an environmental education database funded by the Carnegie Foundation. His innovative work has been recognized by publications including The Boston Globe, Datamation, Fortune and Mediapost.

A frequent contributor and speaker at industry events, the Direct Marketing Educational Foundation named Bliss a “Rising Star” – an award bestowed on four individuals under 40 who have demonstrated strong leadership skills, a track record of outstanding results, and a solid reputation for “giving back” through direct marketing education.

Jack Hogan is Chief Technology Officer and Co-Founder of Lifescript. He has extensive experience in systems integration and software development with a strong focus in email technologies and web design. Hogan is responsible for Lifescript’s technology, production, customer service and general operations. He has also designed and developed many of the company’s key systems and applications.

Hogan is a member of the Email Sender and Provider Coalition (ESPC), the Direct Marketing Association’s (DMA) Email Experience Council, the Email Insiders/Only Influencers Group, the Email Marketing Roundtable and speaks at numerous Internet marketing conferences. Previously, Hogan founded and operated a successful technology and computer consulting firm where he was a virtual CTO for more than 70 companies. He holds a Bachelor’s in Business Administration with an emphasis on Marketing from the University of Notre Dame.

Austin Bliss PresidentFreshAddress, Inc.

Jack HoganCTO & Co-FounderLifescript, Inc.

Sessions

Amit Singh has eleven years experience in advertising, e-commerce and internet marketing across industries and continents. As a key member of the consumer marketing technologies team at Nestle USA, Singh is responsible for the marketing CRM application suite and best practices in email campaign execution, deliverability and mailer reputation.

Amit SinghSpecialist, Consumer Marketing TechnologiesNestle USA

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Jeanne Jennings Independent Consultant, Email Marketing Strategy; Email Marketing TrainerMarketingSherpa

General SessionPractical Solutions to the Most Critical Challenges Facing Email Marketers TodaySESSION DESCRIPTIONWhat is the biggest obstacle you need to overcome to make your email marketing program more successful? If you’re like most email marketers it’s probably one or more of the following: 1. Building and maintaining an email list that’s high-quality as well as high-quantity 2. Providing highly-relevant, targeted content to subscribers 3. Determining the optimal send frequency 4. Making sure your email messages reach the inbox 5. Effectively integrating email with other marketing channels to boost response 6. Doing more with limited staff and other resources 7. Measuring the ROI of email marketing programs

Join us for this case study-based session to see real world examples of how email marketers are overcoming these challenges and taking their programs to the next level. You’ll walk away with practical but strategic solutions you can begin implementing as soon as you get back to your office.

2:30pm-3:30pm, Wednesday, General Session Room

Jeanne Jennings is a sought-after speaker on email marketing topics. Her presentations regularly receive glowing reviews and are geared toward providing practical advice that attendees can implement quickly and cost-effectively to improve their email marketing efforts. Numerous audiences have benefited from her expertise, including the ExactTarget User Conference, the Specialized Information Publisher’s Association, the Direct Marketing Association and many more.

Jennings is principal of JeanneJennings.com, Inc., an email marketing consultancy that helps enterprises large and small become more effective and more profitable online. She has more than 20 years of experience in the online marketing and product development world, beginning with CompuServe in the late 1980s.

Prior to starting her consulting business more than eight years ago, Jennings was Director of Email Product Development for Reed Business Information (formerly Cahners), a subsidiary of Reed Elsevier and one of the largest B2B publishers in the United States. Here she oversaw a team that developed and/or revamped more than 170 unique email newsletter titles, as well as numerous direct response and other campaigns conducted via email. Under Jennings’ guidance, Reed sent more than 7 million email messages to over 2 million unique addresses each month.

The Email Marketing Kit: The Ultimate Email Marketer’s Bible (published by SitePoint) is Jennings’ first book and it’s getting rave reviews. She also writes a twice-monthly column on email marketing for ClickZ.com and periodic posts for the MarketingSherpa blog, and is recognized as an expert in email marketing strategy, creative development and technical integration.

Speaker:

Sessions

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Sessions

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Without a good reputation, the rest of your emails can be delayed or even blocked from being delivered.

Come visit us at booth #8 to learn about some of the realities involved in sending and delivering emails, and how you can improve your success rates:

Not all Bounces require removal from list

Opt-in Contacts do flag you as spam

Flipping server IPs can harm your domain

You need to build a Reputation with each ISP

FBLs are key to addressing Spam accusations

Delays impact your Open Rates

www.smtp.com 258 Harvard Street #305, Brookline, MA 02446

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Sponsors

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Sponsors

Thank You Sponsors

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Sponsors

About Our Sponsors

EXACTTARGETExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The company’s Interactive Marketing Hub™ technology provides organizations a single solution to connect with customers via email, integrated text messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including Salesforce.com, Microsoft Dynamics CRM, Omniture and Webtrends, among many others. ExactTarget powers permission-based multichannel communications for thousands of organizations around the world including Expedia.com, Best Buy, Aurora Fashions, Papa John’s, CareerBuilder.com, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc.

SILVERPOPSilverpop is the only marketing technology provider that offers a powerful marketing automation solution built atop a scalable email marketing platform. The company has more than a decade of experience empowering marketers to deliver highly relevant communications that efficiently drive revenue while also building brand loyalty. Companies rely on the Silverpop Engage platform to create and manage sophisticated multichannel marketing campaigns that nurture customer and prospect relationships from interest to conversion and beyond. Silverpop’s industry-leading thought capital, strategic counsel and customer service, combined with an extensive ecosystem of world-class partners, allow its customers to quickly and cost-effectively automate even the most complex campaigns—improving marketing results and increasing ROI. With a presence in the United States, Europe and Australia, Silverpop is trusted by leading brands around the globe.

Premier Sponsor

Social Networking Sponsor

Mobile Marketing SponsorACXIOMAcxiom is a global interactive marketing services company. They help clients strengthen relationships withexisting customers – and initiate the right new customer relationships through the intelligent use andcoordination of multiple marketing channels.

Education Sponsors

RETURN PATHFounded in 1999, Return Path helps commercial email senders get more email delivered to the inbox. The company’s tools and services give senders the insight and resources to diagnose and prevent email deliverability and rendering failures by improving and maintaining their email sending reputations. The Return Path Professional Services division helps clients improve ROI and response by creating consistent and compelling subscriber experiences across the email customer lifecycle. Return Path runs the Internet’s most widely used third-party white list – the Return Path Certification Program. Return Path also invented the Sender Score, an email reputation measure based on data contributed by ISPs and other receivers of large volume email into the Return Path Reputation Network.

RESPONSYSSee company description under Exhibit Sponsors

EDIALOGSee company description under Exhibit Sponsors

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Consultation Clinic Sponsors

CLICKMAILClickMail Marketing is a value-added reseller of Email Service Providers and email-related services. They offer the nation’s largest selection of ESPs and stay vendor-neutral in order to recommend the solution best suited to your needs. ClickMail also offers a unique portfolio of services to help take your e-marketing investment to the next level, including partnerships with the industry leaders in optimization to offer products and services to help optimize deliverability, reputation and effectiveness.

LYRISLyris, Inc. is the online marketing expert delivering the right mix of software technology and industry knowledge to help its customers simplify their marketing efforts and optimize campaign ROI. Through its on-demand integrated marketing suite, Lyris HQ, and reliable on-premise solutions, including Lyris ListManager, Lyris provides customers the right tools to optimize their online and mobile marketing initiatives.

MECLABSMECLABS is a science lab that uses real-world research to help business leaders get better use out of sales and marketing technology and resources, including Internet marketing, website optimization, and lead generation and nurturing. We have been involved in direct research partnerships with companies throughout Europe and North America since 2001.

MECLABS deploys a rigorous methodology to conduct research. This research is compiled from: • More than 10 years of research partnership with clients • 1,300 experiments • More than 1 billion emails • 10,000 landing pages tested

Insights from our work are then codified within our Primary Research groups. Much of this information is pub¬lished for free via our websites, newsletters, blogs and web clinics. In aggregate, our research is made available in more than 100 conferences, and through 974 case studies, 753 articles and 180 research briefs.

SILVERPOPSee company desunder Social Networking Sponsor

STRONGMAILStrongMail enables marketers to forge meaningful, profitable and long-lasting connections with their custom¬ers through email marketing and social media. Their dedicated solutions offer the lowest cost of ownership of any tier-one solution and easily connect with customer data for superior relevancy and performance. Easy integra¬tion with customer data, no CPM fees, and cutting-edge agency services are just a few of the reasons Fortune 2000 companies are switching to StrongMail.

Their email and social CRM agency provides groundbreaking strategic and creative services to help marketers listen, learn, engage and influence best customers.

INFOGROUP INTERACTIVEInfogroup Interactive is a new digital solutions and services company for marketers. The power behind the Infogroup Interactive brand includes Infogroup sister divisions, Yesmail and Walter Karl, in addition to a key digital partnership with a leading interactive firm. Infogroup Interactive is the newest division of Infogroup that brings marketers a comprehensive, cross-channel, digital marketing solution to build and execute powerful marketing campaigns that include email marketing, mobile and SMS marketing, social media, direct marketing media and Web-based applications.

Sponsors

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Sponsors

Exhibit Sponsors

ACXIOMSee company description under Mobile Marketing Sponsor

BLUEHORNET DIGITAL RIVERBlueHornet is the #1 email service provider online retailers trust to deliver highly targeted email campaigns that evolve through the customer lifecycle. A foundation for this trust is that BlueHornet is a proactive email service provider, a marketing partner that makes it easy for clients to quickly make decisions based on multi-channel data and then act upon that data themselves, without needing to engage their IT team.

For nearly 10 years, BlueHornet has helped companies better communicate and connect with customers and prospects. Whereas some email service providers offer a “one size fits all” approach, BlueHornet provides an email solution based on the business needs of each client, one designed to uncover the optimal process for creating, delivering, and tracking each email for maximum ROI.

Whether it’s helping companies improve their existing email programs by implementing highly targeted and segmented campaigns, or helping a business launch its very first newsletter, BlueHornet offers both the technology and service to keep you competitive.

BRONTOBronto Software is a leading email marketing service provider based in Durham, North Carolina. Since its founding in 2002, Bronto has offered a robust email marketing platform coupled with award-winning client services to online retailers and businesses that drive transactions online. The exceptional deliverability, detailed analytics and extensive feature set of the Bronto application enables marketers to drive results.

Bronto is comprised of real people that are accessible, personal and professional. They pride themselves on winning the 2009 Stevie’s Award for Best Customer Service Department. Their client retention rate averages over 94% and 97% of our clients would recommend us to a colleague.

CLICKMAILSee company description under Consultation Clinic Sponsor

COMPENDIUMCompendium is a social content publishing software that allows companies and organizations to push content to SEO friendly landing pages and social networking sites to generate demand and acquire new business.

CONSTANT CONTACTConstant Contact®, Inc. helps small businesses, associations, and nonprofits connect with their customers, clients, and members. Launched in 1998, Constant Contact champions the needs of small organizations and provides them with an easy and affordable way to build successful, lasting customer relationships.

Constant Contact’s leading email marketing, online survey and event marketing tools—supported by its expert personal coaching and support—help all types of small businesses and organizations create professional-looking email newsletters and insightful online surveys and begin a dialogue with their customers. Today, more than 400,000 customers worldwide trust Constant Contact to help them connect with their audience.

With Constant Contact, small organizations have access to the latest industry information and education to help them learn email marketing and online survey best practices. Plus, they benefit from Constant Contact’s high email deliverability rates due to strong partnerships with ISPs, a no-tolerance spam policy, and a leadership role in organizations such as the ESPC (Email Sender and Provider Coalition).

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Sponsors

E-DIALOGEstablished in 1997, e-Dialog empowers marketers to meaningfully connect with customers by engaging in relevant conversations through e-mail, mobile devices, social networks, e-commerce and at the point of sale. e-Dialog’s multichannel suite gives marketers direct access to timely customer insight that drives targeted and opportunity-rich consumer dialogs. With e-Dialog, marketers quickly evolve customer relationships from the newly acquired to the highly engaged.

Consistently recognized by top analyst firms for both outstanding service and first-class technology, e-Dialog is a global provider to some of the world’s most recognized brands, including AirTran Airways, Avis Budget Group, Boots, British Airways, CVS/pharmacy, the NFL, PETCO, and The TJX Companies. With offices in Boston, London, New York, Seattle and Singapore, e-Dialog is a wholly owned subsidiary of GSI Commerce Inc. (Nasdaq: GSIC).

EMFLUENCEPart internet technology specialists, part marketing strategists, emfluence is solely focused on helping your business connect with your customer more accurately, more often, with less hassle. Their integrated approach allows them to offer affordable, impactful solutions in local, national and international markets. emfluence has worked with clients in virtually every business category: travel and tourism, lawn and garden, higher education, financial services, politics, consumer packaged goods, natural products, fashion.

EXACTTARGETSee company description under Premier Sponsor

EXPERIAN’S CHEETAHMAILExperian CheetahMail’s comprehensive suite of online marketing tools and services helps leading organizations around the world build stronger and more profitable customer relationships. By focusing on email marketing and customer data, Experian CheetahMail not only provides enterprises with a true customer intelligence platform, but also enables them to send the most personalized and relevant messages possible.

HARTE-HANKS POSTFUTUREHarte-Hanks creates direct marketing solutions that help you win, keep and grow your customer base. It takes true data-driven insight to understand complicated customer and marketplace data, decipher how your customers and prospects behave and understand why they do what they do. It takes people with passion to do whatever it takes to create integrated multichannel marketing programs that don’t just break through the clutter – but break through the barriers to get a response. And today more than ever integrating digital with traditional marketing channels is the key to making sure you get maximum value from your direct marketing investment.

Harte-Hanks is on the pulse of technology, looking for more efficient ways to deliver solutions that encompass digital and social marketing for their clients. They harness the power of interactive media to create truly innovative multichannel marketing programs. With more than 40 offices worldwide, Harte-Hanks is never far from reaching the customers you need with the direct marketing services to help you engage them.

INFORInfor has become the leading provider of business software for mid-market companies by rewriting the rules—using a more open, authentic, transparent way of doing business. Infor’s no-nonsense software solutions on-premise, in the cloud, or both, give customers the ability to deploy faster with less disruption, act faster with more flexibility, and grow faster with better insight.

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Sponsors

IPOSTFor more than ten years, iPost has concentrated on doing one thing better than anyone else - providing tools and services for email marketing campaigns. As one of the leading email marketing companies, they have helped hundreds of clients successfully communicate to customers and prospects via email.

Over the past decade, they have created the very best technology and email marketing services to meet customer needs, along with developing matchless experience of providing solutions that seamlessly fit each customer’s specific requirements. When you work with iPost, you can be confident that you are working with the best professionals in the business – experts in email marketing, software development and integration, hosted solutions, and on-demand analytics.

MECLABSSee company description under Consultation Clinic Sponsors

NETATLANTICNet Atlantic’s mission is to enable and empower organizations to successfully share their message worldwide on the Internet. They envision the company as a growing, dynamic, rewarding community, employing a highly talented staff, fully able to help our customers succeed in their own businesses with our leading edge, best-in-class Internet products and services.

At Net Atlantic, clients are their top priority. They accept the responsibility of ensuring that new Internet technologies, strategies and methods are offered to clients to help them meet their goals. They take a personal interest in our clients’ businesses to provide them with unparalleled service and individualized technical support.

NEX-SALESNex-sales provides end-to-end demand generation solutions at cost effective price points by leveraging a unique blended delivery model that translates into a significant increase in sales for their clients. Nex-sales service offerings include: customized B2B database services for email marketing campaigns, lead management/tele-marketing and Digital/Social Media Marketing Solutions including SEO/SEM.

ONE TO ONE This independent firm is lauded for its comprehensive suite of one-to-one marketing solutions which creatively employ digital media to create meaningful connections and dialogues between consumers and brands, generating tangible business results. The firm has stayed ahead of its competition by its extensive investment in customer research capabilities including a proprietary neuromarketing method called Quantemo, its collection of digital media properties within AIMnetworks, and its universal messaging platform MessageMaker.

One to One’s vision is to be the leading Human Experience firm. As a strategic business and communications agency it demonstrates a deep understanding of how individuals engage with brands in this new digital era. One to One is best suited to work with brands that are committed to intimately understanding the human dimensions and values of their customers, and to establishing their brand as a leader in one-to-one marketing strategies.

RABBIT EMARKETINGrabbit eMarketing is one of Europe’s leading agencies for email marketing. Founded in 2002 by Nikolaus von Graeve and Uwe-Michael Sinn, the company serves international customers as Epson and Novell, leading online shops in Germany and is focused especially on B2B email communication and lead generation and nurturing. rabbit eMarketing has around 150 customers and 35 employees and has its headquarters in Frankfurt, Germany. The founders are proud to be independent from address list brokers and software vendors and define themselves as open-minded sparring partners for their clients.

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Sponsors

RADIAN 6Founded in 2006, Radian6 was created with the idea that companies need to be listening to the social web in order to effectively participate. Intelligence about online conversations is critical: companies need to know what’s being said about their brand, industry, and competitors online.

Radian6’s social media monitoring software helps businesses listen, measure and engage in conversations across the social web. Radian6’s software platform tracks mentions across over 150 million social media sites and sources. Clients explore real-time results on an interactive dashboard that provides meaningful and actionable insights for their business, and act on these insights using Radian6’s Engagement Console.

RESPONSYSResponsys is a leading provider of on-demand software that enables companies to engage in relationship marketing across the interactive channels customers are embracing today—email, mobile, social and the Web. With Responsys solutions, marketers can create, execute and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency and strengthen customer loyalty. Responsys’ New School Marketing vision, flexible on-demand application suite and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value.

Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: American Family Mutual Insurance Company, Avis Europe, Continental Airlines, Deutsche Lufthansa, Dollar Thrifty, Lands’ End, LEGO, PayPal, Qantas, and Southwest Airlines.

SILVERPOPSee company description under Social Networking Sponsor

SLINGSHOT SEOSlingshot SEO is a nationally recognized and recommended search engine optimization company based in Indianapolis, Indiana since 2006. Slingshot SEO has been recognized and recommended by industry leaders such as Andy Beal’s SEMvendor.com, Rand Fishkin’s SEOmoz.org, TopSEOs.com Top 5 SEOs, and others. Building on more than a decade of search engine research, Slingshot SEO had ranked clients’ websites on the first page of Google and other major search engines for thousands of competitive keywords. Slingshot SEO is known for exploring the science behind search engine optimization and has used this development to help 100% of clients reach their goals.

SMTP.COMSMTP.com is an independent service provider exclusively focused upon the execution of email delivery for marketing and enterprise application customers. Founded 12 years ago, they have more than 12,000 customers for both corporate and personal email delivery.

The company’s platform architecture is distributed across four data centers to enhance consistency and reliability. Customers have the option to use dedicated or shared servers depending upon their application and service level requirements. They offer a seasoned support team with the experience to maintain reputation and efficiently resolve ISP concerns. SMTP.com’s size and depth of expertise enables them to provide better results and a higher ROI to customers across the globe.

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Sponsors

STRONGMAILSee company description under Consultation Clinic Sponsor

WHATCOUNTSWhatCounts was founded by email industry veterans David Geller and Brian Ratzliff at a time when few internet savvy services were available for email technology. After serving as integral members of Paul Allen’s Starwave Corporation, Geller and Ratzliff blazed unknown territory by creating and managing early Internet sites for ABCNEWS.com, NFL.com, NASCAR.com, ESPN and many other notable brands. As a result of their perseverance and technological innovation, WhatCounts expanded in personnel size, client base and professional partners as the marketing industry evolved and better digital solutions were required.

WhatCounts existed as the email industry was forming, and continues to shape it today. Headquartered in Seattle, Washington, the company is currently trusted by numerous clients across many industries. Prominent leading brands in retail, travel, publishing, media, financial services, and the nonprofit sector have grown their email services exponentially through WhatCounts’ deliverability management, CRM integration, strategic coaching, creative services and advanced analytics capability.

INFOGROUP INTERACTIVESee company description under Consultation Clinic Sponsor

Networking Break

SLINGSHOT SEOSee company description under Exhibit Sponsor

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AboutMarketingSherpa

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About MarketingSherpa

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Practical Handbooks From MarketingSherpa2011 Email Marketing HandbookComing in March 2011 by MarketingSherpa.

2011 B2B Marketing Handbook

Coming in February 2011 by MarketingSherpa.

Landing Page Handbook

MarketingSherpa’s bestselling Landing Page Handbook helps you raise conversions by up to 55% or more for search, email, and ad campaigns for lead generation, ecommerce, and even blogs. Includes: page design & copy instructions; 54 stat & data charts; 114 samples of landing pages to copy; help for search, email, B-to-B, ecommerce, blogs & lead generation conversions. 273 pages. Published November 2007 by MarketingSherpa; $497 for instant PDF download plus printed copy!

Social Marketing ROAD Map Handbook

MarketingSherpa’s first-ever Social Marketing ROAD Map Handbook offers step-by-step guidance on how to create a social marketing strategy to meet specific marketing goals. Built upon Sherpa’s renowned case studies, practical research and proven methodology, the Handbook provides the practical tools and techniques needed to develop a streamlined process for achieving social media marketing objectives. It’s packed with 27 real-world examples, 11 case studies from leading companies, and 20 charts and tables. Published May 2010 by MarketingSherpa; $397 for instant PDF download!

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2011 Search Marketing Benchmark Report – PPC Edition

MarketingSherpa’s new 2011 Search Marketing Benchmark Report – PPC Edition is packed with 190 pages of data on the latest PPC innovations, from keywords to conversions, as well as insights from PPC marketers and agencies on their strategies, challenges and successes. This new edition also takes a deeper look into PPC metrics and tactics with sections on target keywords, best tactics, average PPC clicks, defining a conversion and quality of leads generated by PPC. This edtion has also contains 147 charts and tables, benchmarks on PPC budgets, objectives, and tactics. Published July 2010 by MarketingSherpa; $447 for instant PDF download!

2011 B2B Marketing Benchmark Report

MarketingSherpa’s new 2011 B2B Marketing Benchmark Report is packed with 232 pages of data and provides the most up-to-data research and analysis on the marketing tactics that were most successfully applied at every stage of the sales funnel, from lead generation to sales conversions, using analytics for con-tinual improvement. Inside you will find special sections on effectiveness of B2B marketing tactics and marketing budget changes, lead scoring and nurturing, use of marketing automation, and much more. This edtion has also contains 167 charts and tables, benchmarks on B2B budgets, objectives, and tactics. Pub-lished October 2010 by MarketingSherpa; $447 for instant PDF download!

2011 Email Marketing Benchmark Report

The all-new 2011 Email Marketing Benchmark Report provides the most up-to-date research, benchmark data, and analysis on new email marketing tactics, email marketing maturity, and the state of email from a strategic standpoint. In the 198-page report you will get a broad range of all components of email marketing with details on the significant new obstacles to email marketing success, email budgets and bottom lines, and top tactics for delivering relevant content, email list growth, and social media. This edtion has also contains 152 charts and tables, benchmarks on relevancy, deliverablity, and metrics. Published December 2010 by MarketingSherpa; $447 for instant PDF download!

2011 Search Marketing Benchmark Report – SEO Edition

MarketingSherpa’s new 2011 Search Marketing Benchmark Report – SEO Edition is packed with 203 pages of all new up-to-date research including insights from 2,194 B2B and B2C marketers, best practices, and real-life case studies. The report is designed to be one-half measurement – complete with Sherpa’s invaluable benchmarks and standards – and one-half inspiration, with unique explorations of what’s working, what’s not and what’s on the horizon for search marketing. This year’s edition also contains 169 charts and tables, new SEO tactics, and the future impact of mobile, video and real time search. Published June 2010 by MarketingSherpa; $447 for instant PDF download!

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See. Hear. Here.Growing Email Lists and Engaging Customers with Social MediaTuesday, January 25 / 9:15am – 10:00am

Using Mobile Marketing to Rev Up ProfitsTuesday, January 25 / 4:30pm – 5:15pm

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responsys.com

Old school marketing is fading. And a New School is on the rise. Your customers have turned away from TV, print and telemarketing calls. They’ve turned to email, mobile, social and the web. New School Marketers are going where their customers are today. And Responsys helps them get there (better than anyone else).

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MarketingSherpa Email Summit 2011 Official Summit Guide

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