2012 Speaker List

Video communicates a world about someone or an organization instantly, making it an excellent medium for building trust and credibility with your target market. In this workshop, you will learn how to put together completely credible videos, easily and effectively, including equipment tips and set-up, evaluating hosting partners, video syndication, podcasts, and more.

You'll learn:

• Straight-forward video production
• Evaluating video hosting partners and avoid pitfalls all too common

• Explore YouTube and some little-known benefits that you can leverage

• Video syndication – options for setting it up and getting started

• How to incorporate video into your website and blog

• Additional Video content idea generation, with a quick setup of a market listening strategy that will help with content and video ideas.

This session will teach you how to incorporate social media into your campaign planning and execution, rather than have it be an after-thought, or a time-consuming yet unmeasurable activity.

Need specialized KPIs for executives? How closely should you look at conversion rates? What are best practices all about? This session covers some of the myths in digital marketing and web analytics and covers facts you should be aware of.

Join Tim for this insightful, fun and unpredictable hour of unvarnished landing page critiques. Submit your site for review, or just watch and learn while other attendees take the heat.

Chris, co-founder of ExactTarget and CEO & co-founder of Compendium, walks you through the fundamentals of business blogging, promising that you'll leave his workshop armed with enough information to actually execute on that business blogging strategy you've always dreamed of.

You'll learn how to:

• Understand the value of business blogging

• Create great blog posts

• Craft great calls to action

• Unlock your potential content channels

• Take advantage of the social media long tail

• Run killer story-capturing campaigns

Learn practical ways to power your blog with customer stories, how to re-purpose blog content for email campaigns, and tips for developing a sustainable and effective blogging strategy.

Join three custom content marketers from leading edge companies who will teach how it’s done effectively. They will share case histories, strategies, best practices and ROI measurement.

This Anritsu Company case study will discuss campaign results, challenges, and technical tips on making video work in various email and browser scenarios to help drive sale lead funnels.

It is harder than ever to get your email messages delivered and opened. This session will discuss how email use is growing despite social media. We’ll discuss the five stages of email viewing, and how to optimize your design for mobile, preview pane and blocked images. Learn how to write effective subject lines and how to get your email delivered in today’s environment of aggressive spam filters. We’ll discuss how to make your emails more personal and relevant, and how to use social and video to improve click through and conversions.

In this session you’ll learn to:

• Optimize your email design

• Get your email delivered through spam filters

• Grow Your List

• Be More Personal, Relevant and Timely

• Optimize Your Email for Social

• Integrate Video

This Anritsu Company case study will discuss campaign results, challenges, and technical tips on making video work in various email and browser scenarios to help drive sale lead funnels.

Need specialized KPIs for executives? How closely should you look at conversion rates? What are best practices all about? This session covers some of the myths in digital marketing and web analytics and covers facts you should be aware of.

This session will discuss why social media is important to SMBs, how they can better leverage it with measurement, and strategies for turning social insights into better business decisions.

Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.

Smartphone adoption and the daily deals explosion have made email more important, relevant, and engaging than ever. Find out how others are taking advantage of this email renaissance & how you can too.

Hear how the world’s most respected brands are aggressively growing market share, social commerce, brand equity, and sales using digital channels as their lead marketing vehicles. In this roundtable interview, we'll discover proven best practices, discuss pitfalls to avoid, reveal insider tips and tricks, and learn about the the digital marketing tactics & tools that give these big brands the competitive edge.

This 3 hour training session will begin with an overview of the search engine landscape, environment, and nuances between search results. For the second portion, delegates will learn advanced keyword research tactics and competitive analysis procedures, as well as customizing workflow for SEO and measuring performance. For the final hour, a site clinic will be performed - taking real sites suggested by the audience and analyzing their current performance, competitive circumstances and potential ways to improve performance.

After attending, you will be able to:

• Understand the role of keyword Intelligence and how it acts as the foundation for all search marketing efforts
• Perform a segmented analysis of your competitors, and identify their strengths and weaknesses
• Leverage available free tools to get keyword suggestions, perform competitive research, and analyze SEO technical and linking performance
• Develop assessment spreadsheets and comparison matrixes to support ongoing strategy evolution
• Identify and measure key performance indicators that vary by industry
• Leave and make immediate changes to your site to improve its SEO performance (if you choose to volunteer it for the site clinic)

Learn pros and cons of using various tools and walk through the strategy and competitive analysis required to properly “load” tools with the right data. Using tools for strategy and execution requires human strategy, and industry experience is paramount to success.

Many times SEO’s are tasked with finding the needle in the haystack or trying to find key problems that can singularly improve a site's performance. The right diagnostics steps and tools in the hands of a skilled mechanic can make all the difference in a search program. Come see how a master search mechanic performs a diagnostic assessment of sites.

Everyone has landing pages now, but this session will give you fresh ideas to make yours stand above the rest. Learn social embedding, page interactivity, Google Instant Preview, and more.

The email marketer, the demand generation manager, the SEO guru, the social media expert…today, none of these people can stand alone and be successful. With today’s buyer more educated and self-reliant than ever, in order to effectively drive revenue you must be everywhere your target audience is, all the time. Enter marketing automation. In this session, join Bryan as he outlines ways a marketing automation tool can help align the marketing department by automating engagement to provide this more personalized experience.

Join three custom content marketers from leading edge companies who will teach how it’s done effectively. They will share case histories, strategies, best practices and ROI measurement.

For media companies and marketers, a device that combines the computing power and large screen of a PC with the touch user interface and simplicity of a smartphone creates a very strong proposition. Find out why - and what you do to leverage those opportunities - in this actionable session from IAB.

Clearly two of the hottest categories in online marketing are local search and social. Find which data feed services work best for mass local listings online and on the mobile web plus which social networking features have the most effect on local marketing. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web. Scalable solutions for multi-location businesses in Local and Mobile web can be challenging, discover the traffic and conversion techniques used by big brands in Organic Search, IYP's and Local Maps.

This workshop outlines all the most essential elements of how to plan, launch and run a successful affiliate marketing program for merchants. It addresses the major issues faced by new merchants coming into the space, as well as industry best practices for communicating with affiliates, negotiating placement of affiliate sites, recruiting "super affiliates" and much more. By the end of this workshop, merchants will have a greater understanding of whether an affiliate marketing program is right for their product and brand, how it can be integrated into their overall online marketing mix and what to do to make it succeed against all other affiliate programs in the same space.

You will learn:

• What affiliate marketing is and if it's right for you
• How to plan your affiiate marketing program
• Strategies for recruiting affiliate marketers
• Affiliate activation, motivation, and communication
• Essential key performance indicators

In this session, we will detail how one of the world’s largest technology companies successfully uses “SEO-Intelligence” to close the data loop and know which keywords are driving revenue.

Have you ever been frustrated trying to manage huge data sets? Are your processes and tools limiting your ability to explore hypothesis and find relationships in the data? This session will provide a dramatic demonstration of “Search Intelligence”, a pioneering new approach to Search Analytics. As Analytics technology has advanced, so has our ability to manipulate vast amounts of data and drive Search strategy. You will learn how Search Intelligence allows marketers to:

* Segment data dynamically to understand performance

* Understand attribution at a much deeper level

* Do long tail keyword performance analysis across huge data sets very quickly

* Analyze data with unparalleled speed and accuracy

Everyone has their standard list of metrics and KPI’s for their SEO programs. How can the time-starved SEO under the gun for performance use SEO data to find nuggets of opportunity, prioritize actions, generate revenue, and keep their job? This session will focus on what and how to measure your SEO data more effectively for fun and profit.

Certainly by now marketers know that content marketing is vital for awareness and credibility, but how does it drive demand? This presentation will match content type, distribution channel and metrics to each stage of the "funnel." Filled with real world examples, the session will help marketers understand how to create content that not only fills attracts new leads, but also helps convert prospects into buyers.

From analytics to marketing automation, learn how the world's leading companies like Adobe properly determine what maketing campaigns are influencing sales and why.

This session will look at some best practices and case studies in how innovative companies are optimizing for the SoLoMo revolution.

In this session, we will detail how one of the world’s largest technology companies successfully uses “SEO-Intelligence” to close the data loop and know which keywords are driving revenue.

Have you ever been frustrated trying to manage huge data sets? Are your processes and tools limiting your ability to explore hypothesis and find relationships in the data? This session will provide a dramatic demonstration of “Search Intelligence”, a pioneering new approach to Search Analytics. As Analytics technology has advanced, so has our ability to manipulate vast amounts of data and drive Search strategy. You will learn how Search Intelligence allows marketers to:

* Segment data dynamically to understand performance

* Understand attribution at a much deeper level

* Do long tail keyword performance analysis across huge data sets very quickly

* Analyze data with unparalleled speed and accuracy

The world's top executives share the very best of their experience and expertise, boldly cutting to the heart of what it takes to drive dramatic, sustainable business success in 2012 and beyond.

Todd will show advertisers and agencies how to control the use of promo codes by affiliates to drive more sales and leads while reducing costs. Dramatic - 200% level improvement - case studies included.

Join to learn what goes into an effective CRO campaign, including several case studies that have seen CRO success. You've already generated traffic; now it's time to monetize it!

This session will explore emerging marketing best practices that leverage review content. Learn how to use reviews to improve the impact of display, email, in-store, print, Facebook, and search marketing.

This session will teach you a systematic, repeatable framework that consistently increases conversion rates on landing pages, micro-sites, and entire websites by 30% - 250% and beyond.

Matt Dombrow will take you step-by-step through the five key conversion elements, show you specific examples and case studies, use the conversion framework to optimize audience members' sites live, and help you develop testing hypotheses you can implement on your own website as soon as you return to your office. You will learn the same conversion process Matt uses with his clients to produce massive increases, including:

• The five key elements of conversion rate optimization

• Copywriting techniques that drive visitors to action
• A repeatable conversion rate optimization process

• Detailed examples that show conversion concepts in action

• Specific testing hypotheses and ideas you can use on your site

Jam-packed with specific examples and actionable ideas, this session will provide you with a proven framework that you can use to immediately increase your website conversion rates.

YouTube has become the second largest search engines yet many companies fail to adequately leverage this phenomenal medium to engage new and exiting customers as well as key marketing partners. This session will use real world examples to help you understand and master the entire video process from what to create, how to optimize, how to market it with search and social media and how to measure the real business impact.

The explosion of mobile internet usage has created both opportunities and challenges for marketers. Smartphone users, now armed with internet access and location-aware hardware everywhere they go, are demanding more of businesses -- greater awareness of their needs, greater ability to respond with personalized and time-and-location-sensitive offers, and more accessible and useful customer service presences. The key challenge for today's marketers is to learn how best to serve a newly-empowered customer base, in order to forge lasting customer relationships.

In our session, we'll cover mobile-channel-specific strategies for marketers, as well as survey need-to-know tactical information regarding various platforms -- including mobile web and native apps -- as well as measurement and optimization techniques for mobile, in order to prepare marketers to engage a mobile customer base.

Hear why video and user generated reviews, comments, and content are winning over the hearts and minds of the B2B and B2C customer. YouTube, Vimeo, BazaarVoice, Yelp, and Move speak candidly on the new era of marketing content and media.

In this session you'll hear from leaders in Integrated Marketing Strategy, Analytic technology and attribution models dive deep in to what's working and what's not.

For media companies and marketers, a device that combines the computing power and large screen of a PC with the touch user interface and simplicity of a smartphone creates a very strong proposition. Find out why - and what you do to leverage those opportunities - in this actionable session from IAB.

If you have a business and a desire to increase your online visibility, this session is for you. Come learn how you can expand your online footprint and reach more customers with Bing. We'll help you explore your goal of increasing web traffic overnight. We'll also help you understand your current place in Bing's index. Need beginner's advice? No problem! We even have a way you can put your business online without a website. Come explore Bing's webmaster and online-advertising features with us. Bring your laptop and follow along!

You’ll learn:

• The top 5 optimization tips to get the best ROI out of your campaign

• How to bring customers in your door with Bing Business Portal

• How to unlock the power of the Webmaster Toolkit

For media companies and marketers, a device that combines the computing power and large screen of a PC with the touch user interface and simplicity of a smartphone creates a very strong proposition. Find out why - and what you do to leverage those opportunities - in this actionable session from IAB.

If you have a business and a desire to increase your online visibility, this session is for you. Come learn how you can expand your online footprint and reach more customers with Bing. We'll help you explore your goal of increasing web traffic overnight. We'll also help you understand your current place in Bing's index. Need beginner's advice? No problem! We even have a way you can put your business online without a website. Come explore Bing's webmaster and online-advertising features with us. Bring your laptop and follow along!

You’ll learn:

• The top 5 optimization tips to get the best ROI out of your campaign

• How to bring customers in your door with Bing Business Portal

• How to unlock the power of the Webmaster Toolkit

When marketers email to people who are interested in their offers, those ads are more effective and generate higher returns. Come to this session to learn how to build your own relevance engine, no matter your marketing automation system!

This session is a collection of practical, first-hand, actionable strategies and tactics based on case studies that will help businesses rise above the noise in social media.

Using proprietary data and case studies, Aaron will cover 4 key areas of social advertising - KPI selection, attribution, targeting, and testing - for more successful Facebook ad campaigns.

In this case study, we'll spur creative thinking for adapting demand generation strategies based on customer-centric approaches that break through the clutter to close sales.

Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.

Hear from the executives running the world's largest technology providers on what solutions are really giving brands an edge in email, search, and website marketing. Industry giants ExactTarget, SEOmoz, Bing, Omniture, & IBM weigh in.

Word of mouth has always been a high-value marketing channel for brands; however, there wasn’t an easy way to automate and measure this traditionally offline process. With the increasing amount of consumer online sharing and conversations, brands have a new opportunity to identify their highly engaged, loyal customer advocates and turn them into “social advocates” – who in turn share their experiences and promote to their social communities.

In this interactive session you will learn how to tap into a new powerful marketing channel, your customers. You will leave with practical knowledge on how to create and measure social referral programs that drive more qualified leads, higher value sales and rich social content.

You'll learn:

• Consumer behavior has changed and the marketing opportunity of social referral programs

• Your customers can be motivated to become your best marketing and acquisition channel

• To amplify awareness of your brand and improve SEO rankings through the creation of social content

• Social referrals can bring measurable results to your business including: higher conversions, AOV, LTV and CTR

• To leverage insights gained from your social advocates and referral programs to improve future marketing programs

How do companies like Electronic Arts, SAP, eBay, and Shutterfly.com increase their conversion rates by up to 400%? Find out how you can use their proven conversion optimization process today.

Come to this session to see how the super-advanced organizations track and analyze things that you never dreamed possible, like visitor engagement, online merchandising, and more.

This Anritsu Company case study will discuss campaign results, challenges, and technical tips on making video work in various email and browser scenarios to help drive sale lead funnels.

The world's top executives share the very best of their experience and expertise, boldly cutting to the heart of what it takes to drive dramatic, sustainable business success in 2012 and beyond.

For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. This session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?

Learn how Demandbase extended named-account marketing beyond email and onto their website, dramatically increasing engagement and conversions to ultimately drive sales.

Inbound marketing and automation are often pitted against each other. In this session, Head will teach you seven ways to integrate, systemize and scale your marketing so you attract, capture and convert more customers.

Hear why video and user generated reviews, comments, and content are winning over the hearts and minds of the B2B and B2C customer. YouTube, Vimeo, BazaarVoice, Yelp, and Move speak candidly on the new era of marketing content and media.

"If the mention is relevant, ask them to link to you" will never be bad SEO advice. Ever since Google brought PageRank into the game, a large part of ranking well in search engines has been "off page factors"; that is, external (and ideally, non-spam) signals of your website's or content's authority, quality, and relevance. But the "link economy" (link buying, everyone knowing that links have economic value, etc.) has forced search engines to clamp down on "link schemes," "link farms," and "link buying." Going forward, the science of information retrieval will sift through a variety of data sources to aid in ranking: tweets, shares, and the authority structures within social networks; behavioral data (clickstreams) left by engaged users; and possibly, a variety of other hidden measures. Panelists examine whether traditional "link building" strategies need to be updated, or whether the claim that search engines "measure social signals" is overblown. Plus, they explain what it all means for businesses trying to prioritize their budgets for direct and indirect SEO activity.

The importance of marketing automation for B2B organizations cannot be understated. The most savvy marketers and progressive organizations understand what value an MA strategy can deliver to their organization. It is a great thing to have people talking about lead scoring and lead nurturing as a part of their marketing strategy, however to truly get the most from your automation investment it takes more. To get the value from marketing automation, organizations must understand the imperatives of people, process and content. It is more than just the technology for sure and it is essential to have this knowledge first and foremost before you get in too deep.

This course will clearly identify the critical components necessary for preparing for and implementing any Marketing Automation solution. More importantly, you will walk away from this session with actionable steps to take to ensure you are prepared for putting those components in place successfully!

You will learn:

• How to understand the critical components necessary for implementing a marketing automation strategy including people, process and content - then technology

• Keys to building a business case for automation

• Tips for Identifying the key players within your organization that need to be involved in this process and the roles they should play

• How to pap out best practices for implementing and launching a MA strategy

• Methods for evaluating the best MA solution for your organization

Effective nurturing does not just happen; it takes careful planning and a deep understanding of the customer revenue impact. In this session, learn the key prerequisites, the 3 kinds of nurture campaigns, & more.

Hear from the executives running the world's largest technology providers on what solutions are really giving brands an edge in email, search, and website marketing. Industry giants ExactTarget, SEOmoz, Bing, Omniture, & IBM weigh in.

Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.

This panel offers case studies, tips, and tactics for gaining the most leverage from a video marketing campaign.

YouTube has become the second largest search engines yet many companies fail to adequately leverage this phenomenal medium to engage new and exiting customers as well as key marketing partners. This session will use real world examples to help you understand and master the entire video process from what to create, how to optimize, how to market it with search and social media and how to measure the real business impact.

This session will explore the various ways local businesses can leverage the internet to generate new customer leads, from group buying and check-in services to pay-per-call and Facebook ads.

Everyone has their standard list of metrics and KPI’s for their SEO programs. How can the time-starved SEO under the gun for performance use SEO data to find nuggets of opportunity, prioritize actions, generate revenue, and keep their job? This session will focus on what and how to measure your SEO data more effectively for fun and profit.

Hear how the world’s most respected brands are aggressively growing market share, social commerce, brand equity, and sales using digital channels as their lead marketing vehicles. In this roundtable interview, we'll discover proven best practices, discuss pitfalls to avoid, reveal insider tips and tricks, and learn about the the digital marketing tactics & tools that give these big brands the competitive edge.

Learn how BusinessOnline built Cisco a methodology for analyzing the digital, multi-channel footprints prospects leave behind. This rich intelligence is used across sales and marketing to identify leads, shorten the sales cycle, find missed or lost opportunities, and in turn close business.

Learn how and why companies like Cisco, Intel, Delta Faucets and Workday- pioneers of “Integrated Digital Marketing” are leveraging Customer Intelligence data to beat the competition and maximize sales & marketing ROI.

• Creating Messages for Every Occasion:How to leverage reason – season - lifetime to create informational, transactional, and marketing messages for consumers.

• CAN-SPAM, Privacy, ECOA, List “Rentals,” & Security: Making sure that you are compliant with the law, protecting consumer data, and following proper etiquette.

• Reading Reports Correctly: 11 key reporting metrics that will help you drive superior campaign results.

• How to use Mobile and Mobility: Your consumer is mobile and the smart phone has many options. Best practices to tie in mobile.

• The Best Way to Leverage Social Media: You can use social to grow your influence, learn more about your consumers, and improve your overall email engagement.

• Bonus: A white paper on the legal, technical, and business requirements of digital receipts.

You've got a fan page, got some fans, and built up your social team. Now what? Learn what brands like Rosetta Stone, MTV, and even small companies are doing to harness the social graph to drive ROI. You'll walk away with actionable steps for your company that will be effective in a rapidly shifting landscape-- Facebook brand pages, Google Plus pages, LinkedIn company profiles, and so forth.

This workshop will answer questions like:

• What are the tactics that successful B2B marketers are using to generate traction on Facebook?

• What is the value of a social-driven lead and how do you treat these differently than other channels?

• What's the right combination of strategy, tools, and process for my business in 2012-- whether I'm starting out or have a strong social community already?

• What are the best tactics to get buy-in from IT and other marketing departments to get resources and coordinate on social.

• What are examples of failure on B2B social marketing and how can we avoid them?

• Good, Bad, and Ugh-ly - What were they thinking? Lessons learned from the best and worst email campaigns from 2011.
• Advanced Strategies to Grow Your Email List: How to develop a consumer generated list growth strategy that leverages all your channels.

• Capturing and Leveraging Consumer Preferences: How to capture stated, observed, and implied preferences to drive engagement.

• Nine Segmentation Strategies: Absolute to advanced; these strategies are a must for you to achieve true 1:1.

• Tips on Stand-Out Creative and Effective Copy: Essential and advanced elements of creative and copy that drive superior results.
• Bonus: A white paper on design principle best practices.

Join me for a case study of how I measure success for each one of these three metrics, and how the successful measurement of these metrics has helped me grow my social programs.

Hear from the executives running the world's largest technology providers on what solutions are really giving brands an edge in email, search, and website marketing. Industry giants ExactTarget, SEOmoz, Bing, Omniture, & IBM weigh in.

Social media conversation mining tools allow marketers to harvest the trifecta of semantic insight never before available directly from the "voice of the consumer" from sites like Twitter and Facebook. Mining these data streams offers search marketers the “community vocabulary” as well as “desired content” and “engaging messages” your target community finds interesting and, most importantly, relevant to them. These three segments of data gives agile marketers the "what," "where," and "who" are discussing products in their category.

This panel offers case studies, tips, and tactics for gaining the most leverage from a video marketing campaign.

The Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your a will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.

For media companies and marketers, a device that combines the computing power and large screen of a PC with the touch user interface and simplicity of a smartphone creates a very strong proposition. Find out why - and what you do to leverage those opportunities - in this actionable session from IAB.

This panel offers case studies, tips, and tactics for gaining the most leverage from a video marketing campaign.

Marketers do their jobs best when plugged into the bigger online media plan, as media and search are tied closely together. Learn how to move to a media mix model and drive business success.

Winning with marketing automation only starts with the proper systems integration and deployment. Long-term success and adoption ultimately depends on your Marketing Team’s ability to fully leverage the capabilities of your marketing automation system and drive effective use of the system throughout your organization.

In this dynamic, interactive workshop, you’ll learn exactly how to approach each key step along the marketing automation journey. The workshop starts with how to establish your Demand Funnel and then covers Lead Scoring, Nurturing, and Sales Alignment techniques. The session will cover how to develop personas and wrap up with KPI reporting and dashboards. See what success looks like by watching video case studies that take you behind the scenes to show you how it’s done. Have fun by teaming up with other workshop attendees to use the tools David and his team have developed for some of the world’s leading marketing organizations.

You'll learn:

• How to establish your Demand Funnel and Align with Sales

• Video Case Study: What Success Looks Like – Concur Technologies

• Creating Sales Efficiency Through Lead Scoring

• Automating Marketing by Lead Nurturing

• Building Personas and Automating Data Hygiene

• Master Reporting: Establishing KPI’s and Dashboards

• Interactive Workshops - Keep it Fun and Lively

This full-day workshop track covers the fundamentals of online marketing, including website strategy, usability, search engine marketing, email marketing, online reputation management, and analytics. Come for hands-on exercises and real-world case studies, designed to provide you a well-rounded, big-picture understanding of how all these digital marketing elements work, so you can always make successful, informed decisions when you get back to the office.

You will learn:

• The digital landscape, stats, trends, and implications

• How to utilize Google AdWords and other tools and strategies to reach marketing and revenue goals

• SEO tools, strategies, and best practices

• Proven methods for maintaining subscriber engagement and driving brand awareness

• Key elements in a social media marketing plan, including a review of the major platforms and tools

From this presentation, you will be armed with the inspiration and tools to take your current social media strategies to the next level.

You’ve got Facebook fans, blog twice a week, have over 300 LinkedIn connections and even manage to throw stuff on the twitter feed, but what’s supposed to happen now? If your enthusiasm for social media is waning and you’re wondering how to infuse these marketing channels with purpose, look no further. Social Media Expert Sage Lewis will discuss how to bring new life into your established social networks and engage your audience to produce viral results that pay off.

You'll learn:

• What makes you so special? Learn tactics for understanding your unique audience in each channel.

• Stop torturing your followers: Understand how to truly connect with users through shareable, relevant message.

• Managing ducks, rows, and multiple ponds: Develop a system for optimal engagement by learning to organize and cross promote channels.

• Beyond Facebook flu: Find out best practices for running viral campaigns through all your social media channels.

• All about tools: Discover best tracking tools and methods + automation update tool pros and cons.

For media companies and marketers, a device that combines the computing power and large screen of a PC with the touch user interface and simplicity of a smartphone creates a very strong proposition. Find out why - and what you do to leverage those opportunities - in this actionable session from IAB.

Hear from the executives running the world's largest technology providers on what solutions are really giving brands an edge in email, search, and website marketing. Industry giants ExactTarget, SEOmoz, Bing, Omniture, & IBM weigh in.

Learn the roadmap and the actionable tactics, tools and tips to "SEO" your Social Media for Search Engine Ranking! You will leave with an action plan and roadmap for 2012 for Social SEO and Mobile Marketing Findability.

In this session you'll hear from leaders in Integrated Marketing Strategy, Analytic technology and attribution models dive deep in to what's working and what's not.

This panel offers case studies, tips, and tactics for gaining the most leverage from a video marketing campaign.

Learn how HTML5 provides you an online advantage in search as we advance further into the Mobile Semantic Web 3.0. These elements of HTML5 provides universal and semantically clear coding to render video and audio that the search engines can crawl and understand.

HTML5 also provides an app like experience across all mobile devices which is not constrained by particular mobile operating system app stores and can be used offline

Although HTML5 won’t be fully finalized until 2014, the basic framework already exists and is part of most desktop and mobile browsers that you can take advantage of today and be ahead of your competition in search.

Key Takeaways:

1. Knowledge of HTML5 coding elements that will be major factors of search rankings
2. Realizing HTML5 increases the performance of your site and decreases load time, which in itself is a search ranking factor
3. Understanding how HTML5 replaces app development and provides better discoverability via search

Learn how to talk the talk of C-level executives in terms of forecasting and reporting, and walk the walk to the revenue table by leveraging metrics that matter.

For cutting-edge marketers, Facebook represents a fertile landscape for contextual advertising. 700+ plus million users self-disclose interests and many respond to tightly targeted and compellingly written ads. Get crash course in advanced Facebook ads marketing, from badass demographic research to intensive campaign management hacks.

Attendees will leave with actionable tips to:

1. Master the Facebook Ads web UI and Power Editor.
2. Target and segment "whole" Facebook users' "personas" with laser-sharp demographic precision.
3. Write great copy and design ads that pop for B2C and B2B campaigns.
4. Set the right KPIs, decipher the metrics, and check your success.
5. Use Facebook's Ad Manager to successfully deploy, optimize and report.
6. Understand feature sets and make decisions on which third party API tools to use for streamlining the process and scaling.

Gillian, Founding President of SEOmoz, will share how SEOmoz built the world's most popular brand in search marketing applications through internal and external community development and support.

What is the ROI of Social Media? How can marketers and business owners set KPIs and measure success? Gillian provides a case study to demonstrate how startups can use social media to create initial corporate value, attract and serve customers, and increase brand penetration regionally and internationally. Using the SEOmoz case study, she will also demonstrate how even esoteric B2B brands can build strong communities who buy product, increase brand awareness, and protect a corporate reputation when necessary.

In this workshop, you'll learn

• What Social Media can accomplish for brands and businesses

• How to set (and you WILL set) short, midterm and long term goals

• Current and emerging tactics to accomplish Social Media goals

• How to select (and you WILL select) the tactics that you'll want to study for the balance of your OMS agenda

Gillian, Founding President of SEOmoz, will share how SEOmoz built the world's most popular brand in search marketing applications through internal and external community development and support.

What is the ROI of Social Media? How can marketers and business owners set KPIs and measure success? Gillian provides a case study to demonstrate how startups can use social media to create initial corporate value, attract and serve customers, and increase brand penetration regionally and internationally. Using the SEOmoz case study, she will also demonstrate how even esoteric B2B brands can build strong communities who buy product, increase brand awareness, and protect a corporate reputation when necessary.

In this workshop, you'll learn

• What Social Media can accomplish for brands and businesses

• How to set (and you WILL set) short, midterm and long term goals

• Current and emerging tactics to accomplish Social Media goals

• How to select (and you WILL select) the tactics that you'll want to study for the balance of your OMS agenda

Join three custom content marketers from leading edge companies who will teach how it’s done effectively. They will share case histories, strategies, best practices and ROI measurement.

It's a brave new world for B2B demand generation.

Everywhere B2B marketers turn these days, they are exposed to new
technologies for automating program execution and for closing the loop

between tactical marketing activities and revenue outcomes. And they are
being hit with a barrage of new buzzwords, such as content marketing,
inbound marketing, lead management, lead scoring, marketing automation,
marketing operations, nurturing and revenue performance - concepts that
often are inconsistent with their legacy views of what B2B marketers can
and should do for their organizations.

And yet the B2B demand generation 'formula' has never been more out of
alignment. So how can B2B marketers reframe their efforts in this
environment?

This session -- based on the marketing book, Balancing the Demand

Equation, by Adam Needles -- will help B2B marketers fundamentally
transform their demand generation approach. It will help B2B marketers
build perpetual, buyer-centric programs that contribute to predictable and
sustainable revenues for their organizations, while also helping B2B
marketers re-position their role, from tactical execution manager to that
of strategic demand-chain manager, a critical shift.

This session will introduce a new framework for approaching B2B demand

generation to help rationalize and re-orient our marketing activities. The
core of this framework is finding the right balance between 1.) focusing on
the buyer - i.e., becoming more one-to-one and bottoms-up in our buyer
engagement - and 2.) adopting an operations mindset - i.e., shifting to a
scalable, process-oriented mindset to deliver the volume of one-to-one
buyer interactions and qualified leads required to succeed. As Needles'

book explains, 'balancing' these two elements is ultimately the key to
succeeding with modern B2B demand generation.

B2B marketers need more than a minor course correction. This session

delivers both the rationale and approach to help B2B marketers succeed in
this re-alignment and to emerge as leaders in the new B2B demand chain.

Learn the best practices for determining your core customers, choosing the right data partner, and using the most meaningful analytics to optimize your campaigns.

In this session you'll hear from leaders in Integrated Marketing Strategy, Analytic technology and attribution models dive deep in to what's working and what's not.

Learn the principles and best practices of optimizing content and social media participation for better marketing performance.

The Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your a will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.

Hear from the executives running the world's largest technology providers on what solutions are really giving brands an edge in email, search, and website marketing. Industry giants ExactTarget, SEOmoz, Bing, Omniture, & IBM weigh in.

Learn how Demandbase extended named-account marketing beyond email and onto their website, dramatically increasing engagement and conversions to ultimately drive sales.

How can we use the customer buying process to bridge the marketing-sales divide and configure our marketing and sales systems? Find out in this actionable session.

Whether you're new or a long time search marketer, tools are critical for improving SEO and PPC efficiency, effectiveness and scale. The problem is, the web is flush with search marketing tools. Which are the best for you? This session will spotlight the most important tools to accomplish all aspects of your search marketing program from competitor and keyword research, on-page optimization, link building, landing page testing, web analytics, bid management and more.

In this session you'll hear from leaders in Integrated Marketing Strategy, Analytic technology and attribution models dive deep in to what's working and what's not.

Join us for a discussion on marketing best practices that highlight segmentation, offers, persistence, and converged story telling.

Where audiences get their media is changing rapidly. These changes depend on the type of content you are pushing and to whom you want to be receiving that content. Michael will talk about how these can work with your message and how marketing departments are beginning to look and work a lot more like Agile Developers.

In this session attendees will learn how to find the ROI of their social media activities, the indirect benefits they should be measuring, and what tools they should be using to stay on top of it all.

This session explores Revenue Performance Management, a strategy for managing interactions with buyers through the entire buying process for more predictable and rapid revenue growth.

This session will cover how to locate influencers and engage them, tools and platforms to use, practical examples from the social front lines, and tips for applying these lessons to your own business.

Join me for an actionable sesion on the top 5 tactics for spinning a good story to sell your product. We'l Take a tour of how the world's best storytellers push leads and sales for top brands.

Mobile technologies are changing our lives. Mobile shopping and search queries have experienced tremendous growth in just the past year, making it a prime opportunity to leverage for paid advertising. Advertisers can now target the fastest growing audience on the planet on their mobile devices and tablets across operating systems and mobile carriers. Learn how to integrate your current PPC strategies and forge ahead with new, powerful tips.

Key takeaways include:

• Learn how mobile search and ads are different
• Current advertising options in Adwords

• Mobile landing pages best practices and conversion tips

• Conversion tracking options and KPIs

• Future technologies to watch to keep your PPC on the cutting-edge

Whether you're new or a long time search marketer, tools are critical for improving SEO and PPC efficiency, effectiveness and scale. The problem is, the web is flush with search marketing tools. Which are the best for you? This session will spotlight the most important tools to accomplish all aspects of your search marketing program from competitor and keyword research, on-page optimization, link building, landing page testing, web analytics, bid management and more.

While most brand marketers today are intensely focused on their social media efforts, many express frustration at the inability to quantify its value or incorporate it into their marketing mix. Specifically, many marketers are seeking a reliable way to measure the impact of their social media efforts on Fans and Friends-of-Fans using familiar marketing mix metrics like reach, frequency and GRPs.

We all know that every successful email marketing campaign combines the right target audience, compelling creative, and a relevant offer. But even with the best components, if you don’t actively manage email deliverability, your emails could end up in the recipient’s junk folder. Or even worse, your marketing emails could be blocked after your IP address/domain is flagged and blacklisted by an ISP. This session will review all of the factors that impact email deliverability, and how you can develop a simple methodology for managing and improving your company’s email deliverability in less than 6 months.

You’ll also learn about:

• Industry and corporate definitions of email deliverability

• Why managing deliverability is critical to the success of your email marketing program

• A practical framework to use when setting up your own email deliverability program

• How to measure and track for success

• Maintaining your company’s Sender Score and Reputation

• Best practice learnings from 3 years of Cisco WebEx deliverability data

Social media is tough to measure. Or is it? Companies like Coca-Cola say Facebook fans are 10 times more likely to purchase than non-fans and a study reported on by eMarketer explains that over 50% of Twitter followers were more likely to purchase from brands they follow. The impact of social media on your business can come in many forms from increased thought leadership and sales to reduced costs and efficiencies. Measuring social media effectiveness doesn't have to be tough if you know what to look for and have a clear understanding of the topics covered in this session.

In this session Srikant will discuss why most marketing efforts struggle to produce a direct impact on top-line revenue – and explain the blueprint to creating a smooth, reliable and accurate marketing engine that results in your and your team’s success.

Join this session for a full review of SAP's best practices for SEO, and find out what's coming next from the perennial industry giant.

Hear how the world’s most respected brands are aggressively growing market share, social commerce, brand equity, and sales using digital channels as their lead marketing vehicles. In this roundtable interview, we'll discover proven best practices, discuss pitfalls to avoid, reveal insider tips and tricks, and learn about the the digital marketing tactics & tools that give these big brands the competitive edge.

Have you ever wondered how Paid search, SEO and other tactics interact with each other and how to allocate your precious resources in the most optimal way? This session will share a case study that provides a holistic understanding of customer behavior across all digital channels (Bought/Owned/Earned) in order to optimize future efforts.

Clearly two of the hottest categories in online marketing are local search and social. Find which data feed services work best for mass local listings online and on the mobile web plus which social networking features have the most effect on local marketing. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web. Scalable solutions for multi-location businesses in Local and Mobile web can be challenging, discover the traffic and conversion techniques used by big brands in Organic Search, IYP's and Local Maps.

Join us for an actionable session on testing and optimization tactics that help online marketers exceed business goals, empower their teams, and keep customers happy (and converting).

In this session you'll hear from leaders in Integrated Marketing Strategy, Analytic technology and attribution models dive deep in to what's working and what's not.

This workshop will teach you how to set up Facebook and LinkedIn advertising accounts, optimize your paid search settings, and implement the right best practices for social PPC success.

Hear from the executives running the world's largest technology providers on what solutions are really giving brands an edge in email, search, and website marketing. Industry giants ExactTarget, SEOmoz, Bing, Omniture, & IBM weigh in.

Learn how great content, plus other people, minus marketing messages can rapidly grow your business. If you're starting a blog, this is your session. You'll learn the best processes for setting up and perfecting a blog on any platfom.

Learn how Demandbase extended named-account marketing beyond email and onto their website, dramatically increasing engagement and conversions to ultimately drive sales.

When Google gave every business its own website, it revolutionized local marketing. Now that smartphones are in everyone's pocket, local marketing gets a new twist. Add to this Social Media with Geo Info and you have a completely new playing field for marketing to local customers.

In this session we will discuss:

• The importance of claiming your Google places page & how to optimize it

• Strategies for leveraging text message marketing for local results

• How to rank well in organic local search
• Maximizing visibility in the local-social web

• The leading tools & platforms for getting it all right

Build the relationships that are the key to your business success with easy, inexpensive and highly effective email marketing! In this seminar, we will provide tips to increase your email deliverability and open rates, write good headlines and content, and perhaps most importantly, strategies for getting -- and keeping -- high quality prospects, customers and members. You will learn how to:

* Become a trusted email sender in the eyes of your prospects, customers, and members.

* Build your list! How to find and keep email list subscribers.

* Get your sent emails opened and read.

* Turn your readers into more frequent buyers/supporters/donators.

* Target your communications –- how to get the right message to the right people at the right time

* Use email communications to improve customer/member loyalty

* Combine email marketing with Social Media to increase reach and success

Paid per click search engine (PPC) marketing is a proven and effective way to quickly drive traffic and sales to your site. What used to be a fairly straight-forward marketing channel has become increasingly complex as Google and Bing are adding features and targeting to deliver improved performance to advertisers.

During this session you will learn how to:

• Understand the starting points for an effective PPC campaign and how to get started

• Develop a strong keyword list and understand how to successfully bid to meet your goals

• Understand and use user intent to increase your ROI

• Discover how Google+ is impacting ad costs

A well-organized organic search optimization campaign is a core component of any online marketing initiative. During this 3-hour intensive session you will learn the building blocks of an ongoing, successful SEO campaign:

• Keyword List Development – understanding and using your customer’s language

• Architecture and Technology Optimization – Removing roadblocks to the engines

• Onsite Content Optimization – Using your onsite content to send then right signals to the engines

• Starting The Link Building Process– Why are links important in SEO and how to develop them

• Use social media and the signals that it generates to improve your search position

Based on Econsultancy’s most recent research and real world examples, this session will examine how to take advantage of changes in marketing technology, demographics and consumer behavior.

Hear how the world’s most respected brands are aggressively growing market share, social commerce, brand equity, and sales using digital channels as their lead marketing vehicles. In this roundtable interview, we'll discover proven best practices, discuss pitfalls to avoid, reveal insider tips and tricks, and learn about the the digital marketing tactics & tools that give these big brands the competitive edge.

Learn how to build contextually relevant search experiences for your customers by implementing innovative features to improve customer loyalty and increase online sales.

Hear how the world’s most respected brands are aggressively growing market share, social commerce, brand equity, and sales using digital channels as their lead marketing vehicles. In this roundtable interview, we'll discover proven best practices, discuss pitfalls to avoid, reveal insider tips and tricks, and learn about the the digital marketing tactics & tools that give these big brands the competitive edge.

An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. This session will take a close look at what tricks you can use with search engines to analyze your competitors’ game and also what free and premium tools are available to deep dive into their strategy. Gain tips and secrets to monitoring your competitors and discover what keywords your competitors are targeting, how much your competitors are spending on ads, and identify key missed opportunities by your competitors.

Visitors take interesting paths on the way to your shopping cart, surfing through a variety of ads and search listings before arriving at your site. Which types of ads or combination of ads are the most likely to lead to conversion—your display ads, Facebook ads, branded PPC ads or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. In this session, the panelists will identify various methods for determining attribution and will pinpoint common attribution misconceptions.

Wondering how to explode your social media strat­egy? This keynote presentation focuses on immediately actionable paid and organic social tactics marketers can use for enhanced demographic research and data-driven community outreach.

Attendees will:

1. Learn tech­niques for map­ping search to social. Discover how to iden­tify socially plugged-in author­ity users along clas­sic lines of search con­ver­sion seman­tics history.
2. Explore organic and paid social mashup tac­tics to lever­age the data.
3. Investigate data-driven friendiing tactics: Life & career altering perspective shifts regarding how community managers (and everyday people) can undertake programmatic outreach to connect with personal & business authority users and collect them as friends for fun and profit.
4. Probe killer social media paid tactics to target the "whole user" in social channels.
5. Consider new KPIs for measuring social media efforts, including "friend leads" and conversion.

Hear why video and user generated reviews, comments, and content are winning over the hearts and minds of the B2B and B2C customer. YouTube, Vimeo, BazaarVoice, Yelp, and Move speak candidly on the new era of marketing content and media.

The explosion of mobile internet usage has created both opportunities and challenges for marketers. Smartphone users, now armed with internet access and location-aware hardware everywhere they go, are demanding more of businesses -- greater awareness of their needs, greater ability to respond with personalized and time-and-location-sensitive offers, and more accessible and useful customer service presences. The key challenge for today's marketers is to learn how best to serve a newly-empowered customer base, in order to forge lasting customer relationships.

In our session, we'll cover mobile-channel-specific strategies for marketers, as well as survey need-to-know tactical information regarding various platforms -- including mobile web and native apps -- as well as measurement and optimization techniques for mobile, in order to prepare marketers to engage a mobile customer base.

See how market leaders are connecting email marketing with social, mobile, and video to create experiences that drive business growth and build brands.

Social Media can be a great conversation leveler - if used responsibly. Learn how to truly engage with your customers and marry your story with your customers needs.

The world's top executives share the very best of their experience and expertise, boldly cutting to the heart of what it takes to drive dramatic, sustainable business success in 2012 and beyond.

Many times SEO’s are tasked with finding the needle in the haystack or trying to find key problems that can singularly improve a site's performance. The right diagnostics steps and tools in the hands of a skilled mechanic can make all the difference in a search program. Come see how a master search mechanic performs a diagnostic assessment of sites.

You've got a fan page, got some fans, and built up your social team. Now what? Learn what brands like Rosetta Stone, MTV, and even small companies are doing to harness the social graph to drive ROI. You'll walk away with actionable steps for your company that will be effective in a rapidly shifting landscape-- Facebook brand pages, Google Plus pages, LinkedIn company profiles, and so forth.

This workshop will answer questions like:

• What are the tactics that successful B2B marketers are using to generate traction on Facebook?

• What is the value of a social-driven lead and how do you treat these differently than other channels?

• What's the right combination of strategy, tools, and process for my business in 2012-- whether I'm starting out or have a strong social community already?

• What are the best tactics to get buy-in from IT and other marketing departments to get resources and coordinate on social.

• What are examples of failure on B2B social marketing and how can we avoid them?

Learn how to build a killer Facebook ad, create an engaging app, & drive rapid responses. You'll walk away with a practical knowledge of what to do despite limited staff, time, & resources.

Learn pros and cons of using various tools and walk through the strategy and competitive analysis required to properly “load” tools with the right data. Using tools for strategy and execution requires human strategy, and industry experience is paramount to success.

This panel offers case studies, tips, and tactics for gaining the most leverage from a video marketing campaign.

Hear from the executives running the world's largest technology providers on what solutions are really giving brands an edge in email, search, and website marketing. Industry giants ExactTarget, SEOmoz, Bing, Omniture, & IBM weigh in.

The world's top executives share the very best of their experience and expertise, boldly cutting to the heart of what it takes to drive dramatic, sustainable business success in 2012 and beyond.