Reasons to Attend B2B Summit 2012 - MECLABS · 2013-03-19 · Post-Summit Certification Workshop:...

• Reasons to Attend• Agenda• Workshops• Where to Stay

CONTENTS

Reasons to Attend B2B Summit 2012

1 Reserve your seat: meclabs.com/b2bsummit12

10 Reasons to Attend the B2B Summit 2012New LocationThis year we are holding the event in sunny Orlando, Fla., at the Rosen Shingle Creek Resort. The resort sits on 240 lush acres, and is in close proximity to many of the attractions Orlando has to offer, including Universal Orlando® Resort, SeaWorld® Adventure Park and Walt Disney World®. Special prices are available for extended stays – perfect for a family vacation.

Research and Actionable Data from the New 2012 Lead Generation Benchmark Report Revealed Attendees will get a first-hand look at the new 2012 Lead Generation Benchmark Report (just released). This report is the most extensive study conducted on lead generation industry trends for 2012, and delivers the most practical, actionable advice for generating high-quality leads.

One-to-One Coaching ClinicsWe’ve assembled a team of industry experts who can answer your most pressing issues related to B2B marketing. They’ll meet with you for a half-hour one-on-one session, listening to your specific challenges and giving you valuable advice. These clinics are designed to give you personalized tips and actionable insights into your unique situation. They are not masked sales pitches. If you’d like to discuss software, platforms or service issues, that’s fine too … we’re here to help you get the answers you need! Booking starts August 1.

Bonus Sessions with B2B Industry Thought LeadersIn addition to all the learnings you’ll receive in the main sessions, you have the option to attend seven different bonus sessions that drill down into specific topics, so you can reach deeper into what really matters most to you. And, since these bonus sessions are by sign-up only, you are given a greater opportunity to engage with the speakers, as well as your peers.

Get Advice from the Experts with B2B RoundtablesThis event gives attendees a number of interactive panel discussions that deliver on topics like lead generation, lead scoring, conversion optimization, social media marketing and more. Our community of industry experts and real-world marketers contribute their experience at Summits, online roundtables and Web events throughout the year.

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2Reserve your seat: meclabs.com/b2bsummit12 Reserve your seat: meclabs.com/b2bsummit12

All-new Sessions with 26 Thought-leading SpeakersOver the course of four days, you’ll hear from marketing professionals from diverse areas in the industry. They will help you to expand your B2B marketing knowledge and expertise, learn how to optimize your marketing funnel, and implement systematic processes and proven strategies.

20 New Case StudiesYou will learn the latest, real-world tested B2B trends and lessons from companies like AT&T, Hewlett Packard, Volvo Construction Equipment, Return Path, ExactTarget, National Instruments and more. These war stories are packaged to give you the tools you need to take on top B2B challenges with confidence.

7 Research-driven Tactical Training SessionsThese sessions are key to your Summit experience, as well as your marketing success. They will include activities on list building, conversion optimization, Marketing/Sales alignment, social media marketing, lead nurturing, lead scoring, email marketing, search, telemarketing and more.

Our program not only gives you the most recent research, tactics and expert advice, but, having already put these items to practice at the Summit, you can also apply them Monday morning with confidence.

11 Years of Research Analysis and Know-howThis event is based on the largest library of proven B2B case studies, how-to handbooks and articles, and data collected from 9,000+ B2B marketers. We will be packing the program with insights from 1,480 research findings MarketingSherpa has been compiling, analyzing and learning from for more than 11 years. The result — what works and what does not in B2B marketing.

Add a B2B Marketing Certification to your RésuméAt the end of the post-Summit Workshop, all attendees will take the exam to receive their Lead Generation Certification. The workshop will teach you what is needed to pass the test and receive your professional certification.

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A Look at B2B Tactic Usage This Year

Chart: Marketers’ top lead gen campaign objectives

Q. Which of the following objectives do you consider to be the most important in a lead generation campaign?

Quality of leads 82%

Overall ROI 59%

Cost effectiveness 57%

Targeting capabilities 46%

Volume of leads 33%

Ease of execution 32%

Fast results 22%

Source: ©2012 MarketingSherpa Lead Generation Benchmark Survey Methodology: Fielded January 2012, N=1,915

Our brand-new and expansively conducted research has revealed a shift in organization objectives. Lead quality is now taking a resounding top spot over an actual volume of leads. It is this outline of challenges which has driven this year’s B2B Summit agenda.


B2B Summit 2012 AgendaMonday, August 27

Pre-Summit Workshop: Landing Page Optimization

This seven-session course will teach you “what to test” and show you a systematic method for applying the five essential elements of website conversion.

You’ll learn how to:

•Motivate page visitors to take action•Design landing pages that hold visitors’ attention•Develop and clearly express your value proposition•Analyze results to make further improvements

Once you have taken and passed the final exam, you will be designated as a Certified Professional in Landing Page Optimization.

Moderator:Daniel Burstein, Director of Editorial Content, MECLABS

8:00-9:00am Breakfast and Morning Workshop Registration

9:00-11:00am Orientation and Meta-theory, Value Proposition Part I,Value Proposition Part II, Motivation

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

11:00-11:15am Break

11:15am-12:15pm Friction, Incentive

12:15-1:00pm Lunch

1:00-3:00pm Incentive Continued, Anxiety, Process and Examples, Review

3:00-3:15pm Break

3:15-4:00pm Certification Exam


B2B Summit 2012 AgendaTuesday, August 28

B2B Summit - Day 1Moderator:Daniel Burstein, Director of Editorial Content, MECLABS

7:00-8:00am Networking Breakfast and Registration

8:00-8:30am Welcome and Introduction

Speakers:Dr. Flint McGlaughlin, CEO & Managing Director, MECLABSJen Doyle, Senior Research Manager, MarketingSherpa

8:30-9:45am Training Session

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

9:45-10:30am Networking Break

10:30-11:15am Panel Discussion – New Ways to Generate Leads with Social Media and Content Marketing

Speakers:Rishab Ghosh, Topsy LabsChris Baggott, Compendium

11:15am-12:15pm Add-On Session: B2B Deliver – The 5 Step Program to Reaching the Inbox in a Mobile Social World

Trainer:Tom Sather, Senior Director, Email Research, Return Path

11:15-11:45am Case Study

Speakers:TBD

11:45am-12:15pm Case Study – Moving “Big Iron” with eMarketing: How Volvo Construction Equipment Uses eMarketing to Fuel Sales

Speakers:John Johnston, eBusiness Marketing Manager, Volvo Construction Equipment

Moderator:Justin Bridegan, Senior Marketing Manager, MarketingSherpa


B2B Summit 2012 AgendaTuesday, August 28 - continued

B2B Summit - Day 1 continued...Moderator:Daniel Burstein, Director of Editorial Content, MECLABS

12:15-1:15pm Networking Lunch

1:15-1:45pm Case Study: Mobile Marketing – Juniper Networks QR Code Event Strategy Leads to a Paperless Conference

Speaker:Helda Lopes, Senior Director, Juniper Networks

1:45-2:30pm Add-On Session – Solve your content crisis: Use Email & Social Media to Accelerate Your Content Marketing

Speaker:Chris Baggott, Chairman, Compendium

1:45-2:30pm Roundtable Sessions

Speakers:TBD

2:30-3:15pm Networking Break

3:15-4:15pm Case Study

Speaker:TBD

4:15-5:15pm Keynote Address with Q&AFascinate in 9 Seconds or Less

Keynote Speaker:Sally Hogshead

5:30-7:30pm Networking Cocktail Reception


B2B Summit 2012 AgendaWednesday, August 29

B2B Summit - Day 2Moderator:Daniel Burstein, Director of Editorial Content, MECLABS

7:00-8:00am Networking Breakfast

8:00-9:30am Training Session

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

9:30-10:00am Case Study – How to Transition Your Team to Content Marketing: Strategies, Results and Confessions of a Content Marketer

Speaker:Edwin Jansen, Director of Marketing, Softchoice


10:45-11:15am Case Study: Using Behavioral Segmentation for Dynamic Content to Drive Engagement

Speaker:Cathy Howard, eMarketing Program Manager, Hewlett Packard

Moderator:David Kirkpatrick, Senior Reporter, MECLABS

11:15am-12:15pm Add-On Session: Optimizing Your Message Learn strategies to write high-impact copy and CTAs

Speakers:Todd Lebo, Senior Director of Content & Business Development, MECLABSJustin Bridegan, Senior Marketing Manager, MECLABS

11:15am-12:15pm Training

Speaker:Brian Carroll, Executive Director, Applied Research, MECLABS


1:15-2:15pm Add-On Session: Email & CRM To Power Sales and Fuel Customer Retention

Trainer:Joel Book, Principal, Marketing Research and Education, ExactTarget


B2B Summit 2012 AgendaWednesday, August 29 - continued

B2B Summit - Day 2 continued...Moderator:Daniel Burstein, Director of Editorial Content, MECLABS

1:15-1:45pm Case Study: B2B Gamification – How Autodesk used game mechanics for in-trial marketing

Speakers:Andy Mott, Manager, In-trial Marketing, AutodeskDawn Wolfe, Sr. Manager, In-trial Marketing, Autodesk

1:45-2:45pm Case Study: Building Brand Ambassador’s from Within Your Organization

Trainer:Trish Nettleship, Business Social Media Lead, AT&T

2:15-2:45pm Case Study – How the Marketing Department Can Become a Valued Member of the Sales Team

Speaker:Kelly Harman, VP of Marketing, Carousel Industries

Moderator:Todd Lebo, Senior Director of Content & Business Development, MECLABS


3:15-4:15pm Add-On Session – How to Harvest Links From the Social Web

Speaker:Rishab Ghosh, Chief Scientist, Topsy Labs

3:15-3:45pm Case Study: How Credating a Virtual Sales Person on Your Site Can Grow Leads and Online Revenue

Speaker:Joe Rawlinson, Senior e-Commerce Product Manager, National Instruments

3:45-4:15pm Case Study – How Your Companies’ Janitor Failed His Way Forward to Getting More Leads and Closing More Sales Online

Speaker:Mike Ulwelling, CEO, ServiceMaster Solutions

4:15-5:15pm Training Session

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


B2B Summit 2012 AgendaThursday, August 30

Post-Summit Certification Workshop: B2B Marketing Advanced PracticesThis new B2B certification workshop will teach you how to find and attract quality leads with practical training on automation, scoring, nurturing and analytics. Establish a detailed B2B marketing strategy to increase your contribution to the marketing/sales pipeline. You’ll learn how to:

•Overcome the top challenges facing B2B marketers

• Create and use buyer personas to target your ideal customers

• Implement B2B best tactics in content development

• Take steps to create an effective webinar strategy

Once you have taken and passed the final exam, you will be designated as a Certified Professional in B2B Marketing

Moderator:Daniel Burstein, Director of Editorial Content, MECLABS

8:00-9:00am Networking Breakfast & Registration

9:00-9:15am Introductions & Expectations

Instructors:Jen Doyle, Senior Research Manager, MarketingSherpaKaci Bower, Research Analyst, MarketingSherpa

9:15-9:30am Setting the Stage for B2B Marketing Success

9:30-10:15am FUEL - Building the foundation for your lead generation programs


10:30-11:30am FUEL - Mastering essential lead generation

11:30am-12:00pm FUEL - Uncover qualified leads - Part 1


1:00-1:45pm FUEL - Uncover qualified leads - Part 2

1:45-2:15pm FUEL - Establishing automated marketing processes


2:30-3:00pm FUEL - Lift results

3:00-3:15pm Review top takeaways to FUEL marketing effectiveness from lead generation to sales conversion

3:15-4:00pm B2B Marketing FUEL certification exam


Pre-Summit Workshop: Landing Page Optimization

Learning experiences for creating effective lead generation strategies and landing pages that convert

In this full day of hands-on training, you’ll learn our proven methodologies and step-by-step, actionable and repeatable process for applying five essential elements of website conversion.

You’ll learn how to:

• Motivate page visitors to take action

• Design landing pages that hold visitors’ attention

• Develop and clearly express your value proposition

• Analyze results to make further improvements Once you have taken and passed the final exam, you will be designated as a Certified Professional in Landing Page Optimization.

All workshop attendees will have the opportunity to:

1. Earn their LPO Professional Certification

2. Receive a FREE copy of the 2011 Landing Page Optimization Benchmark Report ($397 value)

3. Receive Expert Conversion Optimization Personal Training

Click Here for More Course Information

B2B Summit 2012 Workshops

http://www.meclabs.com/training/online-course/landing-page-optimization/overview


Post-Summit Workshop: B2B Marketing Advanced PracticesExtend your learning experience by attending the new B2B certification workshop following the Summit. You’ll learn how to find and attract quality leads with practical training on automation, scoring, nurturing and analytics. In this full-day workshop, you’ll establish a detailed B2B marketing strategy to increase your contribution to the marketing/sales pipeline.

You’ll also learn how to:

• Overcome the top challenges facing B2B marketers

• Create and use buyer personas to target your ideal customers

• Implement B2B best tactics in content development

• Take steps to create an effective webinar strategy

All workshop attendees will have the opportunity to:

1. Earn their B2B Marketing Advanced Practices Certification

2. Receive a FREE copy of the 2011 B2B Marketing Advanced Practices Handbook ($397 value)

3. Receive Expert B2B Personal Training

Click Here for More Course Information

B2B Summit 2012 Workshops - continued

http://www.meclabs.com/training/online-course/b2b-marketing-advanced-practices/overview


See Who’s Attending This Year:

ActivEngage, Inc.Actuate - Xenos GroupAmerican Time & Signal Co.AssetWorksAvidXchangeBLRBright House NetworksChristine Parizo CommunicationsContech Engineered SolutionsCummins Allison CorporationEMC IsilonEmergo Group IncEXFOFiservGenpactGreyson TechnologiesHD SupplyInternapLaunch MarketingLifeWay Christian ResourcesMarketNet ServicesMercury Computer SystemsMesco Building Solutions

Milo.comNationsHealthNetLine CorporationNew Hope Natural MediaPlanviewPro-Tech IndustriesPurchasing PowerRally SoftwareReadSoftRevenue Cycle IncReverso Pumps, Inc.Salesforce.comSDLSepar of the Americas, LLCSICK Inc.SolidWorks Dassault SystemesSTP Networks S.A.SThe Word & Brown CompaniesTrapeze GroupTribridge HoldingsXcellimarkZco Corporation


Here’s What Past Attendees Have Said

“This event exceeded my high expectations and is probably the most practical marketing event out there for those in the B2B space. Every session looked at issues everyone’s facing, and provided real examples and solutions. The challenge for any event attendee is to actually implement what you learn, but that was not a problem at B2B Summit. MarketingSherpa provided takeaways and action items from every session, to make sure that I could make real change when I returned to the office Monday morning. That is what made this event so special.”

“The B2B Summit was probably one of the best marketing events I’ve ever attended, and I’ve attended lots. The sessions were extremely helpful, with practical information that I was immediately able to transfer back to my day-to-day role and educate my team.”

“Attending the Marketing Sherpa B2B Summit was a very valuable experience. The diverse speakers covered all of the key topics that B2B marketers are faced with today and left me with a long list of ideas and action items to start working on immediately. This was a great learning experience and given the constant change of pace in the world of marketing, I’m already looking forward to attending again next year.”

“The peer-to-peer interaction was fantastic. Each session and speaker provided spot-on content to help me stay grounded in the real-world. No vendor pitches during sessions - just real marketers providing practical and proven results. Thanks MarketingSherpa, keep up the great work!”

- Lynne Brash, Technology Evaluation Centers

- Catherine Carter, Clarity Systems

- Chris Hutcheson, Recommind

- Liliana Cruz, Varian


Where to Stay When You Attend B2B Summit 2012

August 27-30Rosen Shingle Creek9939 Universal BoulevardOrlando, FL 32819

The $149 discounted hotel room rate is available for all Summit attendees.

Click here to book a discounted room.

IMPORTANT: When booking, be sure to mention MarketingSherpa to receive the discount.

http://www.meclabs.com/training/marketing-summit/b2b-summit-2012/location


To help you transform your company and provide you with the best Summit possible, we’ll rely on case studies from your peers and our extensive research libraries, which include more than:

• 11 years of B2B research and how-to handbooks• 9,000+ B2B marketers surveyed• 523 B2B marketing case studies• 1,480 research findings• 416 B2B newsletter articles• 245 industry experts proving teaching and training

Reserve your seat: meclabs.com/b2bsummit12

1300 Marsh Landing Parkway Suite 106 Jacksonville, FL 32250

www.meclabs.com

Reasons to Attend B2B Summit 2012 - MECLABS · 2013-03-19 · Post-Summit Certification Workshop:...

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