Meeting Archive:
How to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion


Meeting Description:

Complex sales cycles make it increasingly difficult for marketers to generate highly qualified leads and create targeted campaigns. Roles, timeframes, and use cases can all affect the progression from inquiry to closed sale. To support today’s B2B marketers in achieving success, MarketingSherpa has conducted an in-depth study of more than 900 B2B marketers to learn what’s working and what’s not working in B2B marketing.

This methodology powers marketing from lead generation to sales conversion. Join MarketingSharpa’s Jen Doyle, Senior Research Analyst and lead author of the B2B Advanced Marketing Practices Handbook, and Kirsten Knipp, Director of Product Evangelism at HubSpot, as they discuss the importance of

  • Lead generation and nurturing tactics
  • Messaging strategy and content creation for mapping to buyer personas
  • Using the FUEL methodology in the lead generation to sales conversion process
  • Webinar as a content vehicle and demand generation tool

All webinar registrants receive a $100 discount toward the purchase of the B2B Advanced Marketing Practices Handbook through March 31st. Visit the following link to purchase your copy: http://ReadyTalkWebinar.MarketingSherpa.com

 

Details
Date: Thu, Mar 17, 2011
Time: 02:00 PM EDT
Duration: 1 hour
Host(s): ReadyTalk Webinar Series
 Presenter Information
Jen Doyle
Speaker Photo

Senior Research Analyst at MarketingSherpa covering B2B marketing, social media and search engine marketing (SEO and PPC). She is the Lead Author of the 2011 B2B Marketing Benchmark Report, The B2B Advanced Practices Handbook, and the 2011 Search Marketing Benchmark Reports. Jen is a speaker at MarketingSherpa and partner events, a MarketingSherpa newsletter columnist, blog contributor, and a speaker for MarketingSherpa and partner webinars. Her research has been instrumental in the development of new media marketing practices, including the FUEL methodology for B2B marketing effectiveness.

Prior to joining MarketingSherpa, Jen managed search, social media and direct marketing campaigns for companies in the computer software industry, consumer retail, B2B services as well as nonprofit. Jen has been recognized for her successful experience specifically in the practice of search engine marketing programs targeting a wide variety of audiences.


Kirsten Knipp
Speaker Photo

Kirsten Knipp is Director of Product Evangelism at HubSpot, an internet marketing software company based in Cambridge, MA. Kirsten manages how HubSpot spreads the word about the value of HubSpot software via content, customer case studies and webinars, social media, analyst and blogger interaction and heavy involvement in sales enablement efforts.

A graduate of Cornell University, Kirsten earned her MBA from the MIT Sloan School of Management, where she focused on technology and marketing and won the Seley Scholarship for Leadership and Contribution.