Demand Generation Track

With "audience engagement" at the top of every department's priority list, the audience marketing department — if you're lucky enough to have one — is continually tasked with finding ways to acquire new customers and generate qualified leads. The Demand Generation track will provide actionable takeaways to transform your audience development strategy and activities from marketing automation to retargeting to optimization. Register now and hear from the experts in demand gen and audience development.

* All content is subject to change.

Demand Generation

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Conference Sessions

Level: Intermediate
Wednesday, February 13, 9:00am - 9:45am | Room 31B

Why Understanding your Customer is Key to Getting through the Personalization Filter

Speaker: Katherine Watier Ong, VP of Online Strategy and Market Insights, Ketchum Inc.

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This session will cover the history of increasing personalization in search and social platforms and how it impacts brands reaching their end customers. It will cover techniques for developing data driven personas to target your brand's consumers and how to use those personas to develop search and social promotional campaigns to entice and engage your end consumer in your brand's products and services. Katherine will highlight case studies from Ketchum clients and how they have used search, social and web analytic data to narrowly target their client's online audiences and how they executed content driven social media and relationship-driven outreach to increase the number of brand advocates. Join Katherine Watier Ong to learn how you can create a CRM driven outreach database to combine semantic and social understanding of your online influencers to more effectively build relationships.

Level: Intermediate
Wednesday, February 13, 10:00am - 10:45am | Room 31B

Creating Demand from the Outside In

Speaker: Ardath Albee, CEO, Marketing Interactions, Inc.

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Marketing is the practice of helping our customers recognize value that's relevant to their needs, determine that our companies are credible, and ultimately buy from us. For years, marketers focused on pushing out messages based on what their companies wanted to say, rather than what their customers wanted to hear. But, that inside-out approach is no longer viable. Buyers aided by the ease of sourcing information online and social media interactions have very different expectations today. Creating demand from the outside in requires a definitive change in mindset as well as to the paths marketers develop to achieve the KPIs that measure our performance. Join Ardath Albee to learn how to shift your mindset, as well as how to design buyer-centric content marketing programs that attract standoffish buyers to actively engage with your companies, including:

  • What "Natural Nurturing" is and how to use it to your advantage
  • How to integrate social media seamlessly into your online programs
  • Key triggers that turn casual interest into active demand
  • Applying frequency, reach, and shift to increase qualified lead development

Level: Advanced
Tuesday, February 12, 10:00am - 10:45am | Room 29D

A Strategic Approach to Demand Generation for Marketing and Sales Leaders

Speaker: Adam B. Needles, Chief Strategy Officer and Principal, ANNUITAS

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Through the lens of Demand Process methodology, this session will introduce a model for planning and executing demand generation that is both buyer-centric and revenue-optimized. Demand Process is an approach to operationalizing, aligning and orchestrating demand generation elements—across content marketing, lead management, marketing/sales organization and marketing technology. Join Adam Needles to understand how to leverage Demand Process, as well as what Demand Process looks like at different maturity stages—leveraging the ANNUITAS Demand Process Maturity Model. He also will explain Demand Process both from a macro/organizational level, as well as from a Demand Generation Program level.

Level: Intermediate
Wednesday, February 13, 3:00pm - 3:45pm | Room 31B

Improving Lead Generation Using the Social Media Advancements in 2012

Speaker: Rebecca Corliss, Inbound Marketing Manager, HubSpot

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Leads generated via social media and inbound marketing cost 61% less than a traditional lead. Join Rebecca Corliss to dive into the social advancements of 2012 that lead-focused marketers can use to lower their cost-per-lead and generate more leads. Attendees will walk away with an actionable checklist of activities to improve lead flow using Facebook Timeline, Pinterest, LinkedIn Company Pages and more.