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General Session
INTEL: LEADERSHIP IN INTEGRATED MARKETING
The key to a successful launch is solid integration and alignment among fellow constituents. This case study will present Intel's year-long campaign efforts for one of our key products, Intel's® 2nd Gen CoreTM Processors. Ric Peeler, Intel's Director of Business Marketing Strategy, will showcase how we shifted our strategy to focus on end-user benefits and aligned our efforts with changing market conditions. Integrated marketing continues to rank as a top concern among client-side marketers. Learn how to successfully launch your products in the marketplace and how to create a springboard for future generations.
Richard Peeler
Director, Business Marketing Strategy
Intel Corporation
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LOGITECH IS SHAPING THE "NEW OFFICE"
There is a New Office emerging that is distributed, collaborative, and always on. Hear how this consumer peripherals giant is positioning itself to meet the needs of the New Office with tools that help break down the barriers between people, technology, work and life.
Chad Thompson
Worldwide B2B Marketing Director
Logitech
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THE FIVE PILLARS OF B2B MARKETING
In this session, you'll learn how the award-winning Adobe Omniture marketing team (2010 Sirius Decisions Marketing ROI Award recipients) fueled the growth of Adobe's Omniture business. Over the past few years, the team implemented the five pillars of B2B marketing success drawn from industry best practices as well as some of their own innovations. We'll share the overarching strategy and results as well as a deep dive into tactics such as marketing automation, lead scoring, routing, cutting-edge media, B2B content creation, and database marketing. You'll walk away with a solid understanding of the five key pillars:
- Enable strategic marketing by aligning with sales teams, goals, and process
- Organize and center your marketing department to be audience driven
- Educate your customers with demand-oriented content; don't "market" to them
- Relevantly and consistently communicate your message with relevance across all channels
- Automate everything possible-from programs to processes-to improve relevancy, increased conversion and optimized marketing investment
Scott Harris
Senior Director, Enterprise Campaign and Demand Marketing
Adobe Systems Incorporated
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INTUIT: LEVERAGING ONLINE COMMUNITIES
Intuit Small Business Community has been growing rapidly for the past several years. This year it will answer over a quarter of a million questions from small business owners mostly related to Intuit products. Next year we expect that number to nearly double. Ed will be discussing what makes a great online community and how can they be instrumental in bringing businesses together.
Edward Matlock
Group Marketing Manager, Social Engagement
Intuit Inc.
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HARNESSING THE POWER OF NEWER MEDIA PLATFORMS FOR MORE EFFECTIVE B2B MARKETING
Be the first to learn how your peers are navigating the explosion in newer media platforms. "Harnessing the Power of Newer Media Platforms for More Effective Marketing," is an exclusive survey from the ANA, exploring the use of search, social networks, user-generated content, podcasts, blogging, and more. Results of this survey will be debuted, debated and discussed. We will address issues including marketers' usage of newer media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.
Jacinta Girmscheid
Market Research Manager
ANA
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MOBILE STRATEGY FOR B2B MARKETERS
The average daily adult time spent on mobile devices in 2010 was 50 minutes - up from 39 minutes the prior year. Smartphones outsold PCs during the last three months of 2010 and now have penetration in nearly a quarter of U.S. households. And it's no secret that the penetration and use is much higher among business professionals, who now rely on mobile to stay informed and to make business decisions every day. In many ways, mobile is the most personal channel you can use to get close to prospects and customers. This session will address why mobile presents a strong business case and how B2B marketers can effectively integrate mobile into the marketing mix.
Mark Wilson
Senior Vice President, Corporate and Field Marketing
Sybase, an SAP Company
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CONNECT, INFLUENCE & AMPLIFY: SOCIAL MEDIA FOR B2B MARKETERS
Social Media is changing the game for marketing and customer engagement. This session will address how marketers can leverage social media to connect with and influence customers, as well as how to amplify existing marketing initiatives. Additionally, it will cover how to tackle the internal organizational challenges associated with the cross-functional nature of social media.
Jill Hunley
Vice President, Global Social Media and Online Engagement
AVG Technologies
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