Equipping and Empowering
Today's Business Marketing Leaders
CEOs • Presidents • CMOs • VPs and Directors of Marketing • Marketing Managers and Communicators
Part of 2013 Global BMA B2B Rising Series
S o C a l B M A • C O N F E R E N C E
Harnessing the Big Data Revolution
Tuesday • November 12, 2013 • Irvine, CA
S e s s i o n s
Session 1 - Social Data Intelligence: Preparing Your Organization for Big Data
In the past several years, social media has proliferated throughout enterprise-class organizations. Yet social data are still largely isolated from business-critical enterprise data collected from Customer Relationship Management (CRM), Business Intelligence (BI), market research, and other sources.
In this presentation, Altimeter Group industry analyst Susan Etlinger discusses how, for some organizations, social data is the first significant Big Data challenge they will face.
Attendees will learn:
Susan will lay out an imperative for Social Data Intelligence, identifying key dimensions that organizations must understand, pragmatic steps they can take toward mature integration, and how successful businesses are using social data in the context of other critical enterprise data to drive measurable value throughout the organization.
Session 2 - Harvesting Big Data for Event Marketing Success
Any marketer who has either hosted their own event or sponsored an existing event will most likely tell you that event marketing has become more and more challenging. Yet a recent study by InsideSales.com reports that event marketing is today's second best B2B lead generation strategy.
During this session Shawn will share:
Shawn will also offer the tips, tricks, and affordable tools every marketer should have in their arsenal.
Session 3 - Using Discrete Data to Develop a Focused Brand Strategy
Creating a breakthrough branding strategy is often the result of walking the fine line between science and art. Advanced data and research analytics are critically important to garngering key insights and understanding perceptions in the marketplace. And the art of branding is applying those insights to create a brand promise that will resonate with core audiences today and those of tomorrow.
The panel discussion for this session will feature best practices of using data to inform brand strategy for an established corporation seeking to reposition itself in the marketplace.
Attendees will learn:
Panists, Ryan Rieches and Alan Brew of the B2B brand strategy firm RiechesBaird, Dr. Bill MacElroy of market research firm Socratic Technologies, and Stephen Patti, CMO, formerly at Peer 1 Hosting, will discuss a data-driven approach to brand building, and how this methodology was applied at PEER 1 Hosting to establish a differentiated position in a crowded industry.
Session 4 - The Science of Marketing and The Art of Conversation
Today’s empowered customer has access to an abundance of information. Data indicates that before clients are ready to speak with a potential vendor, they often complete 50-60% of the decision making process through self-discovery, making it key for marketers to engage clients with relevant content during the discovery process.
In this session, Michele Grieshaber will share her experience:
She will demonstrate how building a customer-centric strategy helps translate internal messages into the conversations that are happening in the marketplace and ensures the messages are in the right context, that they are understood and heard.