Agenda

• • April 22, 2013
    • 2:30 PM - 3:00 PMDoors Open / Registration
    • 3:00 PM - 3:15 PMWelcome

      Speaker:

      • Andrew Gaffney, Demand Gen Report

    • 3:15 PM - 4:00 PMCalculating Content’s Role in the Revenue Cycle

      Sharing new research from a leading analyst firm, this session will look at the changing role content plays at different stages of the buying cycle and provide insights into which types of offers can have the greatest influence on engagement.

      Speaker:

      • Trip Kucera, Aberdeen Group

    • 4:00 PM - 5:15 PMThe C2C Power Panel: Crafting A Killer B2B Content Strategy

      What's better than hearing from one content marketing superstar? Hearing from three of them – all in a single, information-packed panel discussion, featuring:

      • Joe Pulizzi, Founder of the Content Marketing Institute
      • Ann Handley, Author of Content Rules
      • Ardath Albee, CEO of Marketing Interactions, Inc.

      In this session, this all-star team will cover:

      • Planning Your Content Strategy
      • Deploying Your Content in the Right Formats
      • Amplifying Your Content Across All Channels
      

      This is a rare opportunity to hear from three of the industry's most respected leaders as they tackle questions every B2B marketer should be focused on answering.

      Panel Speakers:

      • Joe Pulizzi, Content Marketing Institute
      • Ann Handley, Author of Content Rules
      • Ardath Albee, Marketing Interactions, Inc.
      • Moderator: Andrew Gaffney, Demand Gen Report

    • 5:15 PM - 6:00 PM2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marketing Programs

      Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as:

      • Social media and targeted content marketing;
      • Educational content that informs and inspires buyers;
      • Linking content to measurable, revenue-focused results;
      • Using video and interactive content in new and creative ways;
      • Deploying content that drives successful, cross-channel campaigns.

      Speakers:

      • Andrew Gaffney, Demand Gen Report
      • Alicia Fiorletta, Channel Marketer Report

    • 6:00 PM - 8:00 PMOpening Night Reception (Gallery, TimesCenter)

      Sponsored by Eloqua

  • April 23, 2013
    • 7:45 AM - 8:30 AMDoors Open / Registration / Breakfast
    • 8:30 AM - 8:45 AMWelcome

      Speaker:

      • Andrew Gaffney, Demand Gen Report

    • 8:45 AM - 9:30 AMCase Study: Moving From The 'Why?' To The 'How?' A look Inside SAP’s Strategy to Becoming a Trusted Source

      In this presentation, Michael Brenner offers an in-depth look at what it takes to create a successful content hub for your brand. Michael will also explain the relationship between getting found (SEO) getting shared (social) and getting leads (conversion), and show how effective content drives this relationship.

      Speaker:

      • Michael Brenner, SAP

    • 9:30 AM - 10:00 AMThe Role of Curation in Content Marketing

      There's a good reason why content curation is such a hot topic these days: It works! Explore real-world examples of how leading B2B marketers identify, find, organize and share relevant content with their core markets via content curation, and learn why curation delivers strong ROI for today's marketing organizations.

      Speaker:

      • Pawan Deshpande, Curata
      • Lisa Rhodes, Verne Global

    • 10:00 AM - 10:30 AMBreak
    • 10:30 AM - 11:00 AMDigital Storytelling Best Practices

      Insights and examples into how marketers can create a truly multichannel approach in engaging customers using today’s technology. The session will address the growing role of rich media, video and interactive platforms.

      Speaker:

      • Jason Thibeault, Limelight Networks

    • 11:00 AM - 11:45 AMDigital Deal Makers: A Look Behind The Scenes

      Panel of Senior Marketing Executives sharing examples of their most successful digital campaigns, including the creative, tactics, media channels and budget decisions behind the programs.

      Panel Speakers:

      • Margaret Molloy, Velocidi
      • Lori Feldman, Cigna International
      • Mark Wilson, Avaya
      • Tami Cannizzaro, IBM

    • 11:45 AM - 12:30 PMContent Optimization: How To Integrate Search, Social And Inbound To Drive Demand

      Join author and consultant Lee Odden as he explains how to optimize inbound marketing campaign investments for better performance. Through an Attract, Engage, and Convert framework Lee will share case studies that illustrate how leading marketers are reaping rewards from integrating content marketing, social media and SEO.

      Speaker:

      • Lee Odden, TopRank Online Marketing

    • 12:30 PM - 1:15 PMLunch / Round Table Discussions
    • 1:15 PM - 2:00 PMCase Study: Building A Multi-Touch Lead Nurturing Program

      This session will share a real-world example from Crowe Horwath, a leading consultancy in the financial services industry, on how their marketing team helped map out a progressive series of content offers that supported key topics relevant to different buyer personas.

      Speaker:

      • Christine Elliott, Crowe Horwath

    • 2:00 PM - 2:45 PMModels From Mid Funnel Content Campaigns

      This panel will present real world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates on targeted accounts entering the pipeline.

      Panel Speakers:

      • Thomas Koletas, Madison Logic
      • Rob Yoegel, Monetate
      • Chris Baggott, Compendium

    • 2:45 PM - 3:15 PMThe Anatomy of Content Marketing Campaign

      How do you actually execute on putting a content marketing campaign together and publishing it? This session will get into the operational best practices and examples around ideation, campaign planning, content re-use and distribution.

      Speaker:

      • Toby Murdock, Kapost

    • 3:15 PM - 3:30 PMBreak
    • 3:30 PM - 4:00 PMAdvanced Content Measurement: The Brave New World of Engagement Scoring

      Your prospect downloaded that white paper or eBook, but did she even read it? KnowledgeVision CEO Michael Kolowich introduces the new world of Engagement Scoring: content that measures and reports back how engaged each prospect is with your content. Lead scoring will never be the same again!

      Speaker:

      • Michael Kolowich, KnowledgeVision

    • 4:00 PM - 4:30 PMContent Targeting and Personalization: Improving Engagement at the Account Level

      "With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with TARGET businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools and content systems are now adapting to this new B2B buyer, as companies are learning how to engage and connect content to target audiences in order to nurture and accelerate leads to sales. Hear how Adobe has embarked on a journey to connect data from analytics, testing tools and visitor identification technologies to understand their targets, personalize their web experiences and better serve content to the accounts that are not only most likely to convert, but also most likely to buy.

      Top tactics for identifying, engaging and converting visitors from your most important web segments Identify the top conversion metrics to pay attention to and optimize against Learn how to engage visitors—and keep them engaged—utilizing personalization technology"

      Speakers:

      • Jeff Fuhriman, Adobe
      • Sunny Beck, Adobe

    • 4:30 PM - 5:15 PMSales Enablement Strategies

      Uncover tips for better integrating sales and marketing strategies. This session will provide insights and examples into how messages that revolve around customers’ and prospects’ and are delivered in a compelling and actionable ways help to close more deals.

      Speakers:

      • Jill Rowley, Eloqua
      • Tim Riesterer, Corporate Visions, Inc.
      • Frank Donny, Marseli
      • Moderator: Jon Russo, The B2B Fusion Group

    • 5:15 PM - 5:30 PMWrap Up

      Speaker:

      • Andrew Gaffney, Demand Gen Report