The judges for Econsultancy's Innovation Awards were in no doubt that Hiscox deserved to win the B2B Marketing category for their innovative and effective combination of technology and creative thinking to deliver targeted ads to business travellers using WiFi hotspots. Whilst some might think that B2B marketing is 'behind' B2C we at Econsultancy are increasingly seeing B2B take the lead, particularly in innovation. Come and hear from Annabel what Hiscox have been up to and what they're planning in terms of joining up, and optimising, their marketing across online and offline.

Katie heads up marketing operations for match UK & Ireland, and is well placed to share a story about how best to extend offline advertising via the use of online and mobile channels.

Match's recent Going The Distance TV campaign embraced Facebook, Twitter and YouTube, and Katie will explain how the firm joined up all of this activity, and how it measured the effectiveness of the campaign.

Virgin Atlantic have recently been focusing on attribution modelling to understand the contribution of both online and offline marketing channels to optimise the mix. Come and hear from Allison about what they've been doing and what they have learned in the process.

This is your chance to ask questions of the experts. You may have questions based on presentations you've seen, or other challenges and issues you'd like to put to the panel.

John is a highly experienced and talented B2B marketer with particular expertise in designing and optimising demand generation processes. Hear from John how you can use the right technology and processes to score potential leads, nurture and close them, using a combination of online and offline.

Sky are one of the largest and most sophisticated marketing and advertising organisations in the UK. Sky have been working on a number of iniatives recently to drive their channel integration efforts forward. Come and hear from Matthew about the results of these and key learnings and insights.

In this session Eric Crossfield, Web Analytics Manager for John Lewis Financial Services, will be talking about what they have learned about optimising multi-channel marketing effectiveness through analytical measurement and insight.