Agenda

8 – 8:30 a.m.

Networking Breakfast and On-site Registration

8:30 – 9:30 a.m.

Welcome and Keynote Address

Keynote Address: Digital Marketing and the Rearchitected Demand Waterfall

Speaker: Tony Jaros, SVP, Research, SiriusDecisions

In 2006, SiriusDecisions introduced a model that would change b-to-b demand creation forever: The waterfall, a shared view between marketing and sales of the health of an organization's new business activities. In 2012, it introduced a revised waterfall based on six years of learning alongside b-to-b market leaders, taking into account their biggest waterfall-related successes and frustrations.

This "rearchitected" waterfall has significant impacts across the marketing and sales landscape: Those who manage any form of digital marketing or the tools needed to execute it in a best-in-class manner -- demand creation, social media, content -- are no exception. In this keynote, Tony Jaros will examine the importance of digital marketing at different waterfall phases, and the steps b-to-b marketing leaders are taking to ensure that digital is making the biggest impact on waterfall conversion rates possible.

9:30 – 10:30 a.m.

Taking Lead Gen to the Next Level

This panel of lead gen experts will discuss how they're using social media, mobile and content to enhance their lead gen efforts and deliver the right information at the right time to prospects.

Speakers:

• Kevin Cox, VP, Corporate Marketing, Actian Corporation
• Sharon Crost, Global Online Marketing/Social Media Manager, Hitachi Data Systems
• Christine Jacobs, Director, NA Demand Generation Programs, IBM

Moderator: Kate Maddox, Executive Editor, BtoB

10:30 – 11:00 a.m.

Networking Coffee Break

11:00 – 11:50 a.m.

Breakout Session A - Social Selling in the Enterprise: Turning Sense into Dollars

Wondering how can you can filter the noise to turn site and social activity into sales? What opportunities exist for Marketing to leverage insight across multiple mediums and channels to drive Sales revenue, recognize competitive threats and protect current customers? In this session we will leverage best practices from high-volume low touch selling SaaS business models and apply to transactional and traditional enterprise sales cycles to generate and nurture net-new leads and identify new opportunities-- at scale building a closed-loop marketing automation engine.

Speakers:

• Tom Grubb, VP of Product Marketing, Marketo
• Dave Ewart, Director of Marketing and Revenue, Loggly

Breakout Session B - Top Agency Trends: What's Next in Digital Marketing

A panel of BtoB's top interactive agency executives will discuss leading trends in b-to-b digital marketing, from content marketing and mobile to emerging platforms. Agency leaders from Traction, MRM and Digitas will highlight effective digital strategies for their b-to-b clients in an engaging discussion.

Speakers:

• Lori Feld, EVP, Managing Director, Salt Lake City, MRM
• Adam Kleinberg, CEO, Traction
• Dennis Reilly, SVP, Global Practice Lead, Digitas

Moderator: Kate Maddox, Executive Editor, BtoB

12 – 1:30 p.m.

Social Media Marketing Awards Luncheon

During BtoB's 4th annual Social Media Marketing Awards, we will honor the winners and finalists of our Social Media Marketing Awards and People's Choice Awards with categories ranging from Best use of Facebook and Best Corporate Blog to Best Social Media Integrated Campaigns. Meet and exchange ideas with fellow attendees over lunch while being inspired by the selected campaigns that have built viral buzz for their brands.

1:45 – 2:45 p.m.

Community-Building for Fun and Profit

Thanks to Facebook, LinkedIn, Google+ and Ning, it's now easier than ever for B2B companies to create customer communities - but getting value from them is another story. Social networks are littered with the empty shells of communities that never took off because organizers lacked the time or vision to make them work.

However, some companies have achieved dramatic success using customer communities to become foundries of ideas, marketing support, lead generation and new revenue. What's their secret? This panel examines the factors that make B2B communities a success and the financial benefits that successful community organizers can realize from them.

Speakers:

• Len Devanna, Director, Social Business Strategy, PwC
• Gail Moody, Senior Director, SAP Marketing, Digital, Social, Communities Group, SAP,
• Petra Neiger, Senior Manager, Social Marketing, Cisco

Moderator: Paul Gillin, Social Media Strategist and BtoB Columnist

2:45 – 3:45 p.m.

Content In Context: Real-world tales from the marketing trenches, on making marketing content engaging, relevant and insightful

Marketers increasingly are realizing that content is the fuel that powers the inbound marketing engine. But have they wrapped their minds around how to serve up high-impact, insightful content that really makes that inbound engine roar!? In this session, three cutting-edge content marketers relate the details of their programs to date, what they've learned and how they're adjusting their content-marketing efforts in support of social media, mobile, search, sales enablement, direct marketing, their channel partners ... and, most importantly, revenue.

Speakers:

• Toni Adams, VP-Global Partner and Alliances Marketing, VMware
• Pam Didner, Global Integrated Marketing Manager, Intel
• George Stenitzer, VP Marketing and Corporate Communications, Tellabs

Moderator: Christopher Hosford, East Coast Bureau Chief, BtoB

3:45 – 4:00 p.m.

Networking Coffee Break

4:00 – 4:50 p.m.

Mobile Momentum: Jump-start Your Mobile Marketing

As mobile usage grows among b-to-b audiences, marketers have more opportunities than ever to deliver targeted, relevant messaging on mobile apps and websites. This panel will feature new research on b-to-b mobile marketing from International Data Corp., as well as cutting-edge mobile strategies from b-to-b marketers across a range of industries. Find out the latest trends in mobile apps, mobile-enabled websites and content delivery on mobile devices.

Speakers:

• Lisa Collins, Manager, Interactive Marketing, USG
• Adrian Parker, Social, Mobile and Emerging Media, GMM, Intuit Account Professionals Division, Intuit
• Karsten Wiede, Program VP, Digital Media and Entertainment, IDC

Moderator: John Obrecht, Editor, BtoB

4:50 - 5:00 p.m.

Closing remarks

5:00 - 6:00 p.m.

Networking reception

Relax and connect with fellow attendees about the information you've acquired over the course of the day. We'll also announce the winner of our drawing for an iPad mini! (Must be present to accept prize)