The role of the B2B website is rapidly changing and corporations must put their visitors’ needs at the forefront of communication.

ECI Telecom sells network infrastructure to players in the global telecommunications industry where the sales cycle is typically long and complex. Visitors to their site are at various stages of the buying cycle and have a multitude of pain points. They encompass a wide range of roles and come from many industries and market segments.

Their challenge was to offer a website experience that met the needs of all visitor types by engaging them with relevant content, whereby turning the site into an optimized lead-generation platform.

In this session, Infusionsoft VP of Sales Aaron Stead will show you just how effective marketing and sales automation can be at delivering the right message to the right person, at the right time; resulting in higher conversions and more repeat sales. Attendees will learn:

• How to systemize the marketing and sales funnel using automation
• How to define the perfect customer lifecycle and how it can change the way you do marketing and sales
• How to use automation to create personalized, behavior-based engagement that qualifies, nurtures and converts leads
• How to use automation after the sale to create long and profitable relationships with customers

There is a lot of time, investment and effort spent on the processes and systems to manage lead generation activities. However, the impact and return of these programmes can be greatly reduced due to the length of business sales cycles, lack of contact and company information and by focusing on the wrong leads.

However you run your marketing programmes, in this session you will learn how the new Data as a Service (DaaS) technology can:

• Capture the right data up front to develop a deeper understanding of your prospect
• Identifying which leads you already have or are existing customers
• Determine which leads you should prioritise and which you should ditch
• Keep your leads fresh until they are sales ready
• Help you see if you are speaking to the right decision maker
• Create and maintain a single, dynamic view of your customers and prospects

 In this Marketo case study, Fergus Gloster, Managing Director EMEA at Marketo explores the art and science of Marketo’s rapid growth. Learn how Marketo is using marketing automation to nurture, score and deliver greater numbers of qualified leads – and how you can too through demand generation.This presentation will show you:

• practical steps for developing a lead nurturing plan
• a behind-the-scenes look at the Marketo lead nurturing program
• how a lead moves through the revenue cycle, from inquiry to customer
• how Marketo tracks awareness, shares best practices and closes more business faster

Whether you’re ready or not, your prospects and customers are embracing the mobile video explosion.

If creating content to fuel your programs is already a challenge, how do you to reach people in more new ways on a myriad of mobile devices?  How can you get started quickly to bring mobile-friendly video content into your marketing mix? 

Attend and learn:

• How to leverage the content you deliver today – like whitepapers and webinars – and re-purpose it in the form of mobile video that you can share on multiple channels
• Best practices for video to maximize reach and generate leads
• Key considerations in developing content for mobile audiences

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A quick and easy guide to creating and enhancing site content that is designed to drive the right kind of user (I.e. one that meets your businesses needs) to your website.