7:45am-4:30pm

Exhibit Hall Open

 7:30-8:30am • Room: Foyer

Registration and Continental Breakfast & Beverages

 8:30-9:00am • Room: Nob Hill

Welcome Presentation – Shawn Elledge & Steve Gershik – Founders of DemandCon

 9:00-9:45am • Room: Nob Hill

Morning Keynote
Rethinking the Funnel: Measuring the Revenue Impact of Social Media

Traditionally, businesses have approached demand generation as a series of steps, from awareness to transaction. But social media adds new dimensions—sharing and even advocacy—that require us to rethink how the funnel works, and whether it is still the most accurate representation of the revenue relationship between company and customer. In this session, we’ll examine how social media metrics are evolving, how leading brands are measuring the revenue impact of social media and which blend of quantitative and qualitative data can best illuminate the demand generation process.

Speaker: Susan Etlinger, Industry Analyst with the Altimeter Group (San Francisco, CA)

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Morning Break – Exhibit Hall

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 10:30-11:15am • Room: Nob Hill A-B

Top of the Funnel
The Untapped Conversion Potential of Your Web Traffic

In B2B today, not a sale happens where the customer doesn’t, at some point, interact with your website. When they get there, are they quickly finding information relevant to them? In an environment where BtoB marketing messages are becoming more and more cluttered, it is becoming critical to serve relevant, targeted content to these prospects — especially when you have visitors from a wide range of industries, company sizes and business units. In this session learn how Adobe used real-time visitor identification to enhance the performance of their web analytics, multivariate testing and content management tools in order to deliver relevant, personalized, account-based content, identify advanced segmentation, and more.

Speakers: Scott Marshall, Sr. Manager, Marketing Automation & Nurture Programs, Adobe
Jennifer Pockell-Wilson, Vice President, Marketing & Demand Operations, Demandbase

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 10:30-11:15am • Room: Nob Hill C-D

Intra Funnel
Content Strategy for Marketing – 8 Things You Should Be Doing Right Now

Everyone is a publisher today. The challenge for brand marketers in both B2B and B2C is that the brand story is “owned” by multiple players in the organization and that brands need great content for effectively almost all online communications. Can you drive social media without content? No. Can you drive SEO without great content? No. Content marketing strategist Joe Pulizzi will share the latest research from the Content Marketing Institute on how brand marketers are using and allocating resources to content marketing, as well as share case studies from small and large brands about how they are developing content marketing strategies that generate passionate fans and subscribers to grow their businesses. Attendees will be able to take away a number of tactics that can be executed immediately to integrate into their content plans.

Speaker: Joe Pulizzi, Joe Pulizzi, Author, speaker and strategist, Content Marketing Institute (Cleveland, Ohio)

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 10:30-11:15am • Room: Salons 10-12

Lower Funnel
Referral Sales Meets Referral Marketing: Clash, Crash, or Collaborate?

Attracting the wrong kind of clients to your business is like dumping trash in your sales funnel. A full funnel is only valuable if it’s filled with your ideal clients. Get only qualified leads in the top of your funnel.

• Find out why sales, not marketing, must define a qualified lead
• Discover why referral leads convert more than 50 percent of the time
• Learn why most Sales 2.0 “leads” aren’t qualified
• Uncover ways to create real velocity in your sales funnel
• Identify your Ideal Clients and commit to firing the P.I.T.A. (Pain in the a**)
• Leverage referrals and get the meeting at the level that counts

Speakers: Joanne Black, Author of No More Cold Calling (Greenbrae, CA)
Mark Organ, CEO, Influitive (Toronto, ON)

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 11:30-12:15pm • Room: Nob Hill A-B

Top of the Funnel
Uncovering the Secrets of Social Media Lead Generation

Learn social media’s specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. This session provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies.

Speaker: Kipp Bodnar, Author & Inbound Marketing Strategist at HubSpot. (Cambridge, MA)

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 11:30-12:15pm • Room: Nob Hill C-D

Intra Funnel
Why CMOs Should Embrace Buyers’ Journey

In today’s socially engaged world, more than 70 percent of the buyer’s purchase process is completed before a sales person is even involved. By the time the buyer chooses to engage with a sales person, they have a preference, a list of open questions and a price in mind.

According to Christine Crandell, founder of NBS Consulting, in order to overcome this growth obstacle and increase the Revenue Cycle, Chief Executive Officers need to embrace the principle of the Buyers’ Journey along with aligning their Sales and Marketing teams according to their buyers’ actions. Only through aligning to the Buyers’ Journey can companies leverage the reality of today’s social engaged world into a competitive advantage. By utilizing this methodology, marketers will increase their revenue cycles by 3-5 times and decrease the cost of sales by 30% or more.

Speaker: Christine Crandell, Co-Founder of NBS Consulting Group, Inc.(Scotts Valley, CA)

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 11:30-12:15pm • Room: Salons 10-12

Lower Funnel
Your Power Point Sucks and How to Fix It (Back by Popular Demand)

If you are like most sales professionals, you learned PowerPoint in about 30 minutes, declared yourself proficient, and went out on the road. You have had little formal training in presentation best practices, your slides are walking disasters, and worst of all, they get in the way of your ability to demonstrate your expertise. This session will help you put a stop to all of that nonsense with a few simple but important strategies. Creating slides and delivering presentations are facts of life for you – it’s time you did both better.

Topics to include:

• Design a presentation? What does the word even mean??
• No. 1 annoyance in the history of PowerPoint: Too much text on a slide
• The scourge of animation: If it moves, they have to look
• Two cure-alls: 1) Less is more; 2) Think of yourself as a storyteller

You should leave this session with a completely different perspective on building and delivering sales presentations. In so doing, you would immediately distinguish yourself from 99% of all businesspeople giving presentations today.

About Rick Altman:
http://www.BetterPresenting.com/about
Video snippets:
http://vimeo.com/betterpresenting/pain
http://vimeo.com/betterpresenting/addicted
http://vimeo.com/betterpresenting/animation

Speaker: Rick Altman, Presentations Specialist & Consultant, R. Altman & Associates (San Francisco, CA)

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Lunch

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 1:45-2:30pm • Room: Nob Hill A-B

Top of the Funnel
The Power of Creativity to Generate and Influence Relevant Leads (Panel)

With the proliferation of the smartphone and adoption of social media platforms that impact behaviors of buyers and influencers, the laws of engagement and attraction have opened up a new path to the top of the funnel. The opportunities to engage before purchase consideration ahead of the funnel provides fertile ground for creative pursuit.

This session will discuss the role that creativity plays in the interactive exchanges between the brand and the business buyer. Creativity is no longer just about disruption, but about human relevance that takes
its cue from the toggling of our personal and professional lives.

Case studies presented will detail the role of brand and creative ideas as they support the new call to action of sharing and spreading the word.

Speakers:
Marti Konstant, Vice President, Marketing Open Kernel Labs (Chicago. IL)
Mike Hensley, Executive Vice President – Global Client Service GyroHSR (Cincinnati , OH)

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 1:45-2:30pm • Room: Nob Hill C-D

Intra Funnel
HA Advantage Goes from ’0 to 60′ Using the Marketing Automation

For any start-up, one key to success is ramping up quickly. HA Advantage’s seasoned marketing group of two, while short on resources, is certainly not short on vision or ideas. HA Advantage knew that email marketing was going to be a large component of their marketing mix – but they were looking for a robust solution that would give them more, including the ability to immediately start generating inbound responses and leads for the sales team.

• Launching campaigns in just a few weeks
• Tools to effectively move prospects through the pipeline, including scoring and efficiently distributing qualified leads to sales
• Keeping conversations alive: nurture prospects to win long-term sales
• Monitoring and tweaking campaigns while they’re in progress, ultimately improving campaign results

Speakers: Carter Perez, Executive Vice President Sales & Marketing, HA Advantage
Atri Chatterjee, CMO, Act-On Software

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 1:45-2:30pm • Room: Salons 10-12

Lower Funnel
Measuring Your DemandGen Efforts – Using Customer Intelligence to Gather the Insights You Need to Maximize Effectiveness

Your company’s demand generation engine is a combined effort that involves multiple initiatives across different areas of your business – from marketing campaigns to social media to lead capture and more. This effort requires a full suite of solutions and tools, including marketing automation, CRM, and various other applications, all of which need to be monitored and measured. But in order to truly understand how your ‘engine’ is working, you need to take a more holistic approach to the measurement of your demand generation efforts, as opposed to measuring each initiative in its own silo.

This session will best practices and solutions for capturing the right customer intelligence from your ENTIRE demand generation efforts, producing insights that drive better decisions and optimal demand-gen effectiveness.

Speaker: Jim Bennette, CEO VisiStat (Campbell, CA)

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 2:45-3:30pm • Room: Nob Hill A-B

Top of the Funnel
Social Media Best Practices (Panel)

Moderated by: Heather Rubesch of Savvy B2B Marketing will moderate a panel of industry social media leaders (Kansas City, MO)

Chris Kovac, Partner, LightThread, LLC (Kansas City, MO)
Satya Krishnaswamy, CEO, Next Principles
Ted S Sapountzis, Vice President of Social Media Audience Marketing SAP (Palo Alto, CA)

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 2:45-3:30pm • Room: Nob Hill C-D

Intra Funnel
Sales Enablement in 2012

“It is more than right brain vs. left brain,” says James Obermayer, CEO of the Sales Lead Management Association, as he skewers senseless conceptions of what separates the two wealth builders of a company: Sales and Marketing. When sales forecasts falter and there is a failure to perform Obermayer suggests a new way to banish the evil twin accusations. Instead of “It’s his fault,” accusations Obermayer suggests that there are ways to bring the parties into a renewed effort of cooperation.

Speaker: James Obermayer, Author & Executive Director of Sales Lead Management Association. (Orange County, CA)

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 2:45-3:30pm • Room: Salons 10-12

Lower Funnel
Understanding the Mind of your Sales People and their Prospects

The focus of this interactive presentation is to deliver powerful, cutting-edge strategies to assist the audience in understanding two very important things:

• What goes on inside the mind of a salesperson (all the beliefs, fears, doubts and the motivations to make them successful).
• What goes on inside the mind of a prospect (all the beliefs, fears, doubts and the motivations to make them buy!)

Michael will deliver strategies that will assist you in leading and influencing your sales and marketing teams. Each member of the audience can walk away with traditional sales skills that are greatly enhanced with a unique and powerful approach. When they share this information with their salespeople they will be powerfully equipped to achieve a higher level of success, which will increase their confidence, which will in turn enable them to achieve even more sales! The foundation for all the material covered in this session will be communication, both internal and

external.

Speaker: Michael Bernoff, Founder and President, Human Communications Institute (Scottsdale, AZ)

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Exhibit Hall & Networking

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 4:20-5:00pm • Room: Nob Hill

Keynote
Demand Generation: Data and Social Media Compete for the Marketing Mind

Aberdeen Group research shows that CMOs are increasingly adding science to the art of marketing, with marketers being goaled and measured based on revenue-oriented metrics (company revenue growth, contribution to sales-pipeline) over activity-oriented metrics (leads, traffic, awareness). Adoption of marketing automation technology has given Marketing the efficiency and measurability needed to track and deliver on these goals. And as companies enter their second, third and fourth years (or more) of marketing automation adoption, they begin to gain data to support more sophisticated, behavior-based segmentation, providing finer control and predictability to marketing operations—the ability to truly run marketing as a P&L-oriented business.

In this keynote, Trip Kucera, Sr. Research Analyst for Marketing Effectiveness & Strategy at the Aberdeen Group, will present the latest trends and insight on data-driven demand generation from Aberdeen’s research. In addition to looking at the impact and use of metrics in managing marketing operations, Trip will explore the challenges and opportunities presented by social media, which threatens to upset the demand generation apple cart, as well as the potential for social CRM to address emerging requirements.

Speaker: Trip Kucera, Sr. Research Analyst, Marketing Effectiveness & Strategy, Aberdeen Group (Boston, MA)

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 5:10-6:00pm • Room: Salon 10-12

Birds of a Feather (Back by Popular Demand)

Here is your chance to pick the brains of industry experts and get the answers to your specific issues

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