"B2B marketers are finding themselves more challenged than ever before, and at the core is a rapid shift in the power dynamic from vendor/marketer to buyer," said Adam Needles, director of field marketing for Silverpop. "More than ever, B2B marketers must focus their marketing programs and infrastructure around the buyer -- combining holistic lead management with smart content marketing strategies and underlying marketing automation to drive a new style of mass one-to-one marketing. The B2B Marketing University brings together marketing leaders to help attendees build programs that incorporate the latest proven strategies."
Last year, nearly 600 participants gained insights and proven strategies for building successful, buyer-centric B2B marketing programs at Silverpop's B2B Marketing University series. At the first half-day conference this year in Washington, D.C., course sessions will be taught by marketing experts from Silverpop, LeadSloth and Acquire B2B. Jay and Carlos Hidalgo of the Annuitas Group, who were recently voted as the top two most influential people in sales and lead management by the Sales Lead Management Association, are also key presenters.
"We are excited that B2B Marketing University will continue in 2010," Hidalgo said. "Across the B2B marketing landscape, there is a lack of understanding regarding the value that lead management and marketing automation can bring to an organization. These conferences provide the education that will enable marketers to take their marketing programs to an elite level that achieves improved results and drives revenue."
The course modules at B2B Marketing University cover key issues that B2B marketers face today -- all with a focus on buyer-centric marketing. Topics to be covered include:
- Building multi-channel demand generation programs
- Developing and leveraging lead-scoring models for lead routing and lead nurturing
- Creating cohesion between inbound and outbound marketing activities
- Implementing lead-management strategies and systems
- Improving sales/marketing alignment
- Managing accountability and measuring marketing ROI
- Understanding and leveraging 'buyer dialogue' to improve content and campaigns
The B2B Marketing University kicks off with a networking lunch followed by four course modules covering marketing strategies and tactics as well as advice for re-engaging with sales organizations and senior management. A roundtable discussion with local marketing leaders discussing their own challenges and opportunities caps off the learning, followed by a reception. Participation for the entire event is free of charge.
Additional locations and dates for the first half of 2010 include:
- Palo Alto, Calif. - Tuesday, April 7, 2010
- Boston, Mass. - Tuesday, May 18, 2010
- Dallas, Texas - June date TBA
Silverpop's Web-based, on-demand marketing suite helps turn prospects into customers -- and customers into fans -- through the creation, automation and delivery of relevant, multichannel online messaging. Companies rely on the Silverpop email marketing solution to create and manage campaigns that reach millions of individuals-one at a time-enhancing lifetime customer value and brand loyalty. Silverpop's marketing automation capabilities enable B2B marketers to manage leads, nurturing them from interest to conversion.
Silverpop's industry-leading thought capital, strategic counsel, service and support helps B2C and B2B clients with the precise level of training and advice needed to quickly improve campaign results and ROI. With offices in the United States, the United Kingdom and Germany, Silverpop's marketing technologies are used by industry-leading brands around the globe. Best practices and white papers are available at www.silverpop.com.
Silverpop® is a registered trademark of Silverpop Systems Inc. Silverpop Engage and Silverpop Engage B2B are trademarks of Silverpop Systems Inc.