Breakfast Briefing

Sharpening Marketing's Edge: New Tools and Approaches

October 1, 2008
7:30-9:30 am ET

Boston Marriott Newton
Newton, MA

Overview

Marketers today are expected to generate new demand—not just new leads. Marketing must engage customers and prospects long before they are ready to buy and help them uncover a business need—what ITSMA calls the “epiphany phase” of the buying process. To take advantage of the epiphany phase, marketing needs an effective technology strategy that links external outreach using Web 2.0 and social media tools with internal marketing operations automation.

At this Briefing, we will examine the tools and techniques that marketers are using to link early demand generation with business results, using case studies from leading B2B companies such as SAP and Diebold. We will also offer some key highlights from ITSMA’s exclusive survey of best practices, challenges, and ROI from top marketing decision makers’ use of marketing automation technologies. And we will help you sort out the Web 2.0 and social media tools that are having the biggest impact on B2B marketing results. Other key takeaways include:

• Discover the marketing processes that benefit most from automation
• Learn how to manage conversations about your company
• Align your lead-nurturing efforts with sales

The briefing is complimentary for ITSMA members and $95 for nonmembers. Breakfast is included.

ITSMA Presenter	[TOP OF PAGE]

Koch works closely with ITSMA’s leadership team, executive councils, business partners, and subject matter experts to develop and package compelling research on marketing and sales trends, solutions, and technology industry issues. An award-winning writer and editor, Koch brings over 20 years of experience in journalism, and more than 10 years covering information technology and business. Koch most recently served as executive editor for CIO, a trade magazine for chief information officers and other IT leaders. Before CIO, Koch was a communications manager in marketing for Computer Sciences Corporation, where he developed and wrote thought leadership content on business and IT strategy for internally-generated publications and the general press. He also helped edit and market The Discipline of Market Leaders, a best-selling book on business strategy.

Sponsor	[TOP OF PAGE]

SAVO Group http://www.savogroup.com

SAVO is the industry-defining provider of sales enablement solutions, which maximize a sales organization’s ability to communicate value and differentiation in clear, consistent and compelling ways. SAVO’s award-winning, on-demand application enables organizations to scale knowledge and expertise throughout an organization, share best practices of top sales performers, ramp new hires and leverage the best of an organization in time for every upcoming sales meeting.