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B2B Intensives

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DMA2010 offers you more dedicated B2B modules than any other show, and this year’s conference includes an intensive program specifically for the B2B marketer. For the dedicated B2B marketer, there are additional fascinating B2B sessions spread throughout the rest of the show that have been helpfully highlighted for you with icons. The DMA Annual Conference remains THE place to go to learn more about B2B marketing!

Monday, October 11
Location: Room 114, Lower Level
11:15 a.m. – 12:15 p.m.

Essentials of B2B Direct Marketing – Session 1

New to the industry, or just learning how to develop a direct marketing program for a B2B company? This session will outline the fundamentals of direct marketing in a B2B environment that you’ll need to master to ensure the success of your marketing initiatives. This fast-paced session will present numerous case studies which will highlight the importance of mastering these essential B2B marketing techniques.

Topics covered will include:

  • Data management – the importance of collecting the right information about your customers
  • Customer segmentation – the key to maximizing the ROI on marketing expenditures
  • Site penetration rules – how to control catalog distribution costs
  • Thinking multichannel – how to use the web and e-marketing programs to drive performance from unique customer segments
  • Content management – is your product information an asset or a liability?
  • Analytics – the importance of developing targeted metrics for your business

Larry Marmon, Partner, LENSER
Todd Miller, Director, Business-to-Business Markets, LENSER

Monday, October 11
Location: Room 114, Lower Level
3:00 p.m. – 4:15 p.m.

Essentials of B2B Direct Marketing – Session 2

In this session, we’ll present advanced B2B direct marketing techniques which can be used to improve the ROI on your company’s marketing investment. There will be ample time for questions and for session participants to discuss some of their companies’ marketing breakthroughs with the entire group.

Topics covered will include:

  • Understanding the challenge of the internet – distinguishing one-time or casual buyers from core customers
  • How to use content to make your website a destination for your customers
  • Understanding customer buying patterns and creating marketing programs focused on improving customer retention
  • Building a marketing database – why it might be the most important thing you can do to create a competitive advantage for your company

Larry Marmon, Partner, LENSER
Todd Miller, Director, Business-to-Business Markets, LENSER
Gail Farlee, Circulation Manager, B & B Electronics

Tuesday, October 12
Location: Room 114, Lower Level
11:30 a.m. – 12:15 p.m.

Using a Metrics-Based Process for Generating Sales-Worthy Leads

Senior management wants more leads turned into sales revenue, and the sales force demands them to be "sales-ready." Learn how a metrics-based approach can optimize your contact strategy at every stage of the lead-conditioning process. This means less waste, and more sales faster, while reactivating “suspect” leads. This presentation includes a case history on how Anritsu Company used this approach to help the sales organization beat its sales-ready lead goal by 300%!

Topics covered will include:

  • Using metrics to better plan your go-to-market touch campaigns
  • Learn new ways to reverse engineer your funnel metrics
  • Clearly define “marketing-level” and “sales-ready” leads
  • Why you should mirror the buying process in lead generation
  • Best practices for moving leads through the pipeline

PLUS an in-depth lead conversion success story from Anritsu Company, based on their Echo award-winning “Door Opener” campaign

Laurie Beasley, President, Beasley Direct Marketing, Inc.
Tom Judge, Vice President of Strategy & Business Development, Direct Marketing Partners, Inc.
Gina Varela-Domenichini, Global Advertising and Lead Generation Manager, Anritsu