What would you measure if you built a B2B lead gen program from scratch?
Find out what one marketing group took on when their successful, publicly traded tech company rewrote its mission and downsized. Erica describes what they measure and what White Whale of Measurement remains. Learn how the team sold execs on best-of-breed marketing services: email marketing, lead nurturing and scoring, segmentation, integration and ROI reporting, and SEO/SEM with Enquiro. Erica provides her top 10 ways to avoid the obstacles to automation they encountered and reveals the most effective marketing tactics they’ve deployed, with the measurement to prove it.
Who should attend: marketers that work with complex demand gen programs.
Register now for a chance to win a free copy of Lead Generation for the Complex Sale, to be drawn during the webinar!
Because of the complexity of B2B buying, an integrated approach to online and offline marketing provides a distinct advantage. Following the first installment of our series titled Mapping the BuyerSphere, this newest webinar takes a look online/offline approaches to sales, marketing, and building customer lifetime value. We examine these and how they apply in low, medium, and high buyer risk scenarios.
Using two different B2B companies as examples, we give practical integration tips and show how marketers may reduce buyer risk by effectively harnessing promotions, physical resources, thought leadership, and face-to-face opportunities.
Gord Hotchkiss (presenter) - President and CEO, Enquiro
Mark McMaster - Senior Planner of B2B and Technology Markets, Google
Jon Miller - VP Marketing, Marketo
Chris Golec - Founder and CEO, Demandbase
Bill Barnes (moderator) - EVP Business Development, Enquiro
With Special Guest:
Brian Carroll - Author of "Lead Generation for the Complex Sale"