Demand Gen Huddle 2011

Wednesday, October 5th 2011

Regardless of your marketing strategy, accurately tracking your comms through the entire customer journey allows you to be more precise; converting more sales with less budget. To help find new ways of refining the demand generation process, we hosted an informal afternoon on the subject. Our speakers included Google, Autodesk, Eloqua, The MIG and On24.

Agenda

In our latest Huddle we explored what it takes to successfully drive demand in today’s market.

The Huddle was divided into five sessions and a panel session. Each focused on a different stage of the sales funnel and successful strategies for delivering results. We shared a number of case studies throughout the afternoon as well as the panel session where we explored the issues further.

Session 1 – Loading the top of the funnel
Speaker: Rick Jones, Google

Without a successful strategy to fill the top of your sales funnel, everything else is just shuffling the chairs on the Titanic. In this session, we’ll be looking at:

The importance of the first interaction with prospects and moments of truth that determine whether prospects will consider your brand or services
The importance of using a range of tools to identify and drive demand – Search, Mobile and Video
An over view of Google’s suite of tools that track performance

Session 2 – Driving effectiveness, proving results
Speaker: Dominic Jukes, Autodesk

In session two, we’ll hear the experiences of leading technology brand Autodesk. We’ll see how they are delivering success (and proving it to their management).

Autodesk

How Autodesk is using search to drive results as part of their overall demand generation strategy
The challenges of managing search campaigns across multiple markets
How Autodesk are demonstrating results and proving ROI

Session 3 – Using their behaviour to your benefit
Speaker: Mark Connelly, The MiG

The Media Innovation Group – otherwise known as The MIG - will take us through best practice when trying to maximise behavioural targeting tactics and real time bidding. In their session you’ll learn:

How to effectively target prospects and drive engagement through behavioural targeting, audience segmentation and messaging strategy
Use real-time bidding on an ad-serving platform using cookie pools to pull in relevant advertising
The importance of segmentation and look-alike profiling to identify prospects who share similar characteristics to your existing customers

Session 4 – From awareness to consideration
Speaker: Paul Reader, Eloqua

Once you have loaded the top of the funnel, what next? Session four takes off from where the first three ended delivering best practices for lead scoring, routing and nurturing. We’ll cover:

How to move leads from awareness through to consideration across multiple channels including:
- Web
- Social
- Mobile
Focus on the best practices for driving measurable revenue through demand generation activities.
And finally, how to prove performance and get buy-in from sales and marketing team.

Session 5 – Engagement and content
Speaker: Lev Cribb, On24

In the final session of the Demand Gen Huddle On24 will touch on the importance of audience engagement through relevant and engaging content. In this session we’ll discuss:

How to use video, virtual events to drive audience engagement – outline best practices
Understand how online events can be used throughout the purchase consideration cycle to provide precisely targeted content to prospects and customers.

Workshop – Measurement and analytics

Show me the money. (Or at the very least show me the statistics.) Everyone today has to prove the effectiveness of their marketing activity. In this workshop, we’ll focus on: