RSVP/Register
This event has ended.
Date & Time
Starts: Tuesday, April 29, 2008 at 9:30am
Ends: Tuesday, April 29, 2008 at 2:30pm
Location
ANA Headquarters
708 Third Avenue (btw 44th and 45th Street)
33rd Floor
New York, NY 10017
Agenda
I. WHAT DOES SUCCESS LOOK LIKE? THE VICTORY PLAN DASHBOARD (9:45-10:45)
"Measuring performance in B-B business has continued to be transformed. Tying sales and marketing together through common goals, objectives and metrics plays a pivotal part in a synchronized “go to market” strategy that yields results. The creation of a "Victory Plan", which is both a process and a tool, is the key ingredient. This high-level in depth session will address one of the greatest challenges facing b-to-b marketers, which is how to work closer, better and more effectively with sales.
Speaker: Kim Johnston, Vice President, Global Sales and Marketing Operations – Symantec Corporation
II. CUSTOMER ENGAGEMENT TECHNIQUES – CISCO SYSTEMS (11:00 – 12:00)
Our new responsibility is to be there on the customer’s terms. This means when they want it, and the channel they are comfortable with. For Cisco that has meant a shift away from our Enterprise oriented processes (such as lead routing, which could take 2 weeks - fine for big projects/budgets with long life cycles, not fine for new business in Small Business market, which is key to growth) Channel enablement is a big goal. Click to Chat, with warm transfers to partners is a promising new technology we are experimenting with. It maps well to the goals above, and even the network philosophy that we are more powerful together than we are apart.
The next step could be connecting users who have niche questions with users who have niche expertise.
Affiliated expert network:
• This important new tactic is asking user’s quick questions ("does your company have more than 100 employees?") and REMEMBERING the answers in a cookie profile database, or its parent the Personalization user Profile. The goal then becomes to minimize the amount of irrelevant information you present to each user.
On Influence Marketing:
• Trust is shifting from Brands to Consumers. The customer is in control and Lead Gen is old school, and it doesn't have the user’s interest in mind. Be present and participate (on their terms) and leads will follow.
We need to trust - even train - our employees to represent the company (the brand promise) in areas on the greater web a lot of this is feeling our way through it. Cisco shut down our outbound email marketing group, and redeployed those resources to figure out our greater web strategy. The first step - in progress now - is to baseline the buzz. Trucast, ASR, and Visible are companies we are evaluating to help us with Buzz monitoring.
Speaker: Paul Martson, Senior Manager Corporate Marketing, Director Customer Engagement – Cisco Systems
III. MEMBER OPEN DISCUSSION (1:00 – 2:00)
ANA open discussions are a great way to share your experiences while learning from your peers from other companies. We’ll discuss …
a. In recent years, best practices that had successfully guided consumer marketers for decades appeared to be losing effectiveness. CMOs have come under fire, keeping their jobs for only an average of 23 months. ANA and BtoB Magazine therefore reached out to both B2B and B2C to explore the extent to which the role of marketing has undergone changes, the impact of those changes and how instrumental a marketing reorganization was driving those changes. During this session we will reveal the findings of this study and identify what is driving the marketing role change reported in the survey.
Facilitator: Michael Palmer, Executive Vice President – ANA