Silverpop is hosting its 5th Annual Masterclass event next week for B2B and B2C marketers. The event is aimed at helping marketers boost results and prove their value to the bottom line, which is obviously important to us marketers in today's environment!

The day is split into two, with a focus on B2B in the morning followed by a more broader look at Engagement Marketing in the afternoon. You can see the agenda below and also see all the presentations from the event.

Silverpop Masterclass 2009 - B2B Engagement Marketing

9:30am Don't Let Leads Slip Through Your Fingers - Engagement Marketing and Lead Management
Will Schnabel, Silverpop

Engagement marketing has moved to the forefront of the B2B marketing vernacular,
and with it, the robust strategy of integrated lead management has finally come
of age. For the B2B sales and marketing world, it is no longer a luxury, but an
imperative, to be able to nurture and score leads until they are ready for
sales. In this presentation, we will discuss the newest findings in lead
generation and management, including:

- The newest strategies used in developing a modern lead-generation process
- The key components of a robust lead nurturing strategy
- Aligning sales and marketing to maximize the benefits of lead management efforts
- The newest innovations in marketing automation to support integrated lead management

10:45 am Panel Discussion: Crossing the Chasm: Best-in-Class Sales and Marketing Integration
Sally Hewitt, Pitney Bowes Stephanie Robotham,Salesforce.com, Adrian James, Curious Group
Moderated by Joel Harrison, B2B Marketing Magazine

World-class demand generation and lead management now requires a much tighter
and higher level of integration between sales and marketing than ever before. Do
the efforts and costs involved with the alignment between these functions
pay-off in terms of increased efficiencies and improved revenues? Experts on
both sides of the divide discuss the benefits and pitfalls of incorporating a
lead-management integration program into your marketing efforts. Panellists will
discuss:

- How to build the business case to initiative a sales and marketing integration program
- The best places to start in initiating a lead-management program for your organisation
- How you can measure the impact of lead management on sales effectiveness
- Key lessons learned from best-in-class companies that focus on performance through integration

11:30 am Measuring Up in the Downturn
Stuart Small, Industry Leader for B2B & Public Sector, Google
Insights from Google into how to drive leads using information available online to marketers.

Silverpop Masterclass 2009 - Engagement Marketing

2:00pm Six Steps to More Engaged Subscribers,
Loren McDonald, Silverpop

Understand the key to delivering unprecedented ROI and gain insights into
achieving this with engagement email marketing.

3:30pm Measuring Success with Social Marketing,
Tom Nixon, Nixon McInnes

Examining successful real world social marketing techniques and the metrics used
to understand success

4:15 pm Panel: Engagement Email Marketing Problems Solved.
Adrian James, Curious Group, Noorin Virani, Visit London, Alex Powell, STA Travel
Moderated by Riaz Kanani, Silverpop

Success stories and techniques from implementing advanced engagement marketing
techniques such as Shopping Basket Abandonment, "share to social" and Send-Time Optimisation.

Posted by Riaz Kanani at 3:48 PM | Permalink | Comments (0)

This week I presented at Internet World on behalf of the IDM on the benefits of using Lead Scoring and Lead Nurturing as strategies that can help B2B marketers to efficiently qualify and manage leads from first click to lifetime customer.

One of the biggest advantages of an effective lead nurturing campaign is the ability to use automated communications to enable you to work on prospect lifecycles offering truly relevant and timely information. However, sending information at the right time isn't enough. You also need to make sure the content you are sending remains relevant to the individuals you are speaking to. One of the easiest ways to do this is using simple dynamic content based on the information you have collected as part of the lead management process. For example, when sending case studies as part of your program - instead of sending a generic case study to everyone - target the email by industry sector and send them something they can really identify with. If you have a number of products then send out information on those that are most suitable based on information you have collected previously. Examples of these could be company size, industry sector, number of sales staff etc.

Good marketing is about providing relevant information at the right time. Technology today is a great facilitator of email communications that enable you to take part in a conversation with your customers and prospects, listening to what they want and responding accordingly.

Julie Joseph
eMarketing Consultant, Silverpop EMEA

(Image courtesy of piermario)

Posted by Riaz Kanani at 12:30 PM | Permalink | Comments (0)

Silverpop is going to have plenty of presence at Internet World this week with no less than three people holding sessions at the show as well as our stand at E7087.

Look out for the following sessions from the EMEA team:

Engagement Marketing - anticipation instead of interruption:Discussion of key trends that are greatly affecting the ability of email marketers to succeed.
Will Schnabel - VP, General Manager EMEA
Email, Mobile Marketing & Analytics Theatre: Tuesday 28th April, 10:40-11:10am

Engagement through email: How to improve efficiencies through lead scoring and nuturing and managing the sales and marketing relationship better. Actionable tips and advice for getting started.
Julie Joseph, eMarketing Strategy Consultant
Email, Mobile Marketing & Analytics Theatre: Wednesday 29th April, 16:00-16:30am

Panel Debate: DMA Council
As the recession bites, marketers are often pressured into sending more email. What will be the impact of this now and in the longer term?

- What is the impact of this on ROI?
- How do you cut through the clutter?
- Is the situation different for B2B?
- Will volumes change again when the economy improves?

Riaz Kanani, Director, Product Marketing-Internationl
Email, Mobile Marketing & Analytics Theatre: Tuesday 28th April, 16:00-16:30am

We will be Twittering away during the event as well - you can follow us at @Silverpop. There is also a hashtag to allow you to follow the event (#iwexpo) here.

See you there!

Posted by Riaz Kanani at 11:44 AM | Permalink | Comments (0)