On January 12, 2012 Laura Patterson presented a webinar on “Six C’s to Aligning Sales and Marketing to Accelerate Revenue”.  Watch this webinar recording to learn more about

• A customer-centric alternative for creating an opportunity pipeline
• Six key measurable stages for developing, implementing and measuring Marketing’s contribution to the opportunity pipeline
• How to use this customer-centric approach to align marketing and sales and enable the two organization to collaboratively accelerate revenue

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Date: December 08, 2011 2:00 PM – 3:00 PM EDT

Overview:

In this webinar, Jon Russo and Jaime Davenport will be covering the executive marketing ingredients to help create the right key performance indicators with a real case study. Join us during this web-based discussion, where you’ll learn:

• How do you create an executive dashboard
• What is the measurable impact of data
• What processes enable marketing ROI
• Why careful thought should be put into your marketing automation suite and platform

KPIs are something executives demand out of marketing in a new era of accountability.  B2B Fusion group helps companies on this journey of marketing accountability – one such example was with Liaison Technologies who transformed their marketing organization toward a tightly aligned sales and marketing machine;  this machine is built on the right content, process, and data strategies to enable more effective revenue acquisition. This webinar session will walk you through that journey.

About the Speakers:

1. Jon Russo, President of B2B Fusion Group.

Jon Russo has been a 3 time B2B Chief Marketing Officer ranging from former divisions of General Electric to Silicon Valley start-ups. His global assignments include Luxembourg, New York City, and Silicon Valley where he led $180M M&A (GlobalCenter acq. by Frontier) and a 2003 I.P.O. of SaaS mobility company iPass (NASDAQ: IPAS) as a 16b officer. As head of marketing, he has overseen 3 marketing automation implementations, the latest implementation leveraging Eloqua, InsideView, and Bulldog while partnering with SAP, Marketo, Aprimo, and Eloqua among others. Jon Russo is a recognized speaker at numerous industry events and conferences, including at CXO, venture capital, Internet, hosting, and software as a service venues. He has appeared on national television news outlets, including Fox News. A former active duty Army Officer, Jon Russo earned his M.B.A. in Marketing from the Haas School of Business, University of California at Berkeley, and an undergraduate degree in Finance from the University of Connecticut

2. Jaime Davenport, Head – Demand Generation for Liaison Technologies.

Jaime Davenport currently heads demand generation for Liaison Technologies, a security and data integration company based in Atlanta.  She has over 15 years global experience in enterprise software industry with a concentration on building effective B2B marketing and sales strategies for emerging technology companies.  She specializes in marketing to Fortune 1000, financial services, healthcare, telecommunications, federal, state and local government.  Prior to Liaison, she was at Dun and Bradstreet and Nexidia, where she developed business processes for marketing and sales using innovative technologies which reduced marketing costs, shortened sales cycles and grew pipeline.  She graduated from the University of Georgia

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On October 20th, Craig Rosenberg, Vice President, Focus Expert Network presented an informative webinar on “6 Components for the Successful B-to-B Demand Generation Engine” Webinar helped in learning on  how we can have an immediate and positive impact on your pipeline. We also discovered:

• The 6 critical steps every demand generation machine must have to maximize your pipeline
• Practical “get started” tips that you can implement from day-one
• Best practices from real successfully deployed demand generation programs across the industry

Watch It Here:

Date: October 20, 2011 2:00 PM – 3:00 PM EST

As B-to-B marketers, our livelihoods depend on one thing– how big of a pipeline we create for sales.  In this webinar, Craig Rosenberg, a demand generation expert and author of the widely read blog The Funnelholic, will present his vision for the platform b2b marketing organizations must build to successfully create sales ready leads scalably and efficiently. Learn what it takes to build a successful demand generation platform driven by a comprehensive “systems approach” that includes lead generation, qualification, and nurturing.

Learn how you can have an immediate and positive impact on your pipeline. You’ll discover:

• The 6 critical steps every demand generation machine must have to maximize your pipeline
• Practical “get started” tips that you can implement from day-one
• Best practices from real successfully deployed demand generation programs across the industry

About the Speaker:

As the Leader of the Focus Expert Network for Focus.com, Craig Rosenberg recruits, engages and manages the world-class industry and technology experts who make up the Focus Expert Network. He speaks frequently at both live and virtual conferences and other events on a number of topics in which he is immersed, including social media, demand generation, lead management, marketing trends and marketing technologies. As a B2B pro, Craig is a respected thought leader whose candid speaking style is both magnetic and insightful. Ask him a simple question, such as “What is a lead?” and he will inform and engross you with his reply.

Craig  also contributes to e-books, webinars and a range other digital content. Many in the industry also know him as The Funnelholic. On his popular blog, Craig waxes poetic on topics of interest to those who live and work at the top end of the B2B funnel: lead generation, online media, B2B sales and marketing, drip marketing and lead nurturing.

Craig’s career has given him a deep knowledge base and a level of experience upon which he draws for speaking engagements. He spent many years as a consultant for SalesRamp, where he designed, built and managed lead generation and inside sales strategies and processes for high-tech startups. During that time, Craig built lead generation machines at over 25 different companies in a variety of different high-tech verticals ranging from business applications to IT infrastructure.

Date: September 27, 2011 2:00 PM – 3:00 PM EST

Recession. Limited resources. Budget cuts. Pricing pressures. Diminishing returns on advertising. Poor response rates. Low conversion rates. Prospects who don’t want to engage your sales staff. Stiff competition. The challenges facing B2B marketers today are many. There is no “business as usual” any more. Traditional marketing techniques just do not work as well as they once did. And that is creating great demand for scrappy, street-smart marketers who know how to do more with less.

So what can a B2B marketer do to drive greater demand in this challenging environment? Quite a bit actually! Attend this webinar and learn how to become the in-demand scrappy marketer who can:

• Drive greater response out of your outbound campaigns

• Use trigger-based offers to qualify prospects and accelerate their evaluation processes

• Think like a quota-carrying salesperson, and use that to improve your marketing

• Increase conversion rates from your free trial programs

About the Speaker:

As founder and principal of Demand A Lot Marketing, Jason coaches entrepreneurs and DIY marketers on demand generation strategies to accelerate growth. With experience that spans enterprise software sales and all facets of technology marketing, Jason has sourced, developed and closed millions of dollars in new business throughout his career.

Before founding Demand a Lot Marketing, Jason was Vice President of Marketing at Coupa Software, the fast-growing cloud spend management solution provider that help companies large and small control their spending and generate savings that go direct to the bottom line. Under his leadership, Coupa grew 100% year-over-year and went from virtual unknown to being recognized by Gartner in 2011 for “standout performance in market share growth and its remarkable visibility in the e-procurement market.”

Before joining Coupa, he served as Vice President of Corporate Marketing at InQuira, leading provider of enterprise knowledge applications recently acquired by Oracle, and was responsible for all corporate marketing initiatives, including demand generation, messaging, and marketing communications. During his 4+ year tenure, revenues grew nearly ten-fold and the marketing organization won one of the original Markies (for Best Lead Scoring).

Earlier in his career, Jason held positions in product management, alliances and sales at Siebel Systems and InSystems Technologies. He holds a Master of Business Administration degree from the Ross School of Business at the University of Michigan, and a Bachelor of Arts degree in International Relations and Economics from the University of Delaware.

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How times have changed. It’s clear that many B2B organizations now understand the need for marketing automation technologies, and the need for optimized processes and skills to leverage them, as blogs and tweets on these topics abound at an increasing rate. Ultimately, the proof of whether these purchases “worked” is often difficult to measure, time-consuming and subject to significant debate.

Unfortunately, we still see organizations purchase a marketing automation platform (MAP) in an attempt to automate processes that don’t exist; in instances where this has occurred, the technology has struggled to demonstrate results. As a result, any journey into MAP ROI must compare organizations where a MAP is implemented without strong surrounding processes, those that wisely combine technology with process, and those with no MAP.

We’ve been using our Demand Creation Waterfall as a framework to compare the benchmark conversion rate data we’ve collected for each of these three scenarios (see the graphic). While this post uses sample numbers (our clients have access to more granular benchmarking data), the results are both stark and startling, and they include the following.

Clearly, organizations that address demand creation processes and skills, at even just a basic level, are best positioned to leverage marketing automation technology. Imagine the results your can achieve if you reach strong or best-in-class status.