by Erick Mott
This information is about 6 months old but I wanted to share some public nuggets from MarketingSherpa's B2B Demand Generation Summit
I attended in November 2006 in San Francisco. Since most marketers are concerned with sales tools, lead generation, cultivation and retention that drives revenue -- I
think you'll find some of the session PPTs insightful and useful. Notable presentations were Day 1, #s 2 and 4; Day 2, #s 1, 3 and 5.
Some key tips:
- Content is critical! And that means content for thought leadership, demand generation, purchase process, post sale and sell-through. It's one thing to create cool campaigns that get people excited, and another to actually deliver the right content, at the right time to support the relationship life cycle -- content that effectively moves prospects from oblivion to satisfied customers/partners.
- Create target audience personas to better understand who you're talking to, their pain points, and what they want to hear/experience from your company.
- Landing page strategies are changing! Consider using more audience segmentation and content variations in landing pages to attract prospects, facilitate decision-making and sharing, and increase conversion rates.
- There's a whole new set of metrics for outbound programs. Take a more holistic approach to measuring marketing impact that drives revenue, not just awareness and raw leads.
- Improve virtual teaming and info sharing -- with resources inside and outside of the company -- to communicate, execute and achieve successful results.
2006 event PPTs are available for download. I plan to attend the 2007 Summit in SF and recommend it to others that value networking and exchanging best practices with marketing peers and industry leaders.
Your comments, ideas and links?
