Indy Marketing Events

Sneak Peak: Three Questions With John Luginbill

Monday, February 14, 2011 by Chris Lucas

To build on last months Revenue Marketing presentation we have invited John Luginbill CEO and Founder of The Heavyweights to talk to Indianapolis business marketers.

We caught up with John to give us a sneak peak on what to expect at this Thursday's Business Marketing Event. Remember, if you have not registered visit the Indy Business Marketing Association website to register for Thursday's event and learn more about what we have to offer to BtoB Marketers.

Why does a marketing guy talk about “selling your business?” Shouldn’t a valuation/finance person talk about that?

Most owner-operators of businesses only think about selling in the event of death… or maybe a divorce or a partner lawsuit. Then they find out that if they had been thinking about how their business was valued three years earlier it would be worth a lot more at that moment.

Why? Because every industry has metrics to evaluate what a business is worth. If you know those metrics and manage to the numbers a funny thing happens: your sales grow.

Having clearly defined metrics is the most important part of marketing execution. We say at our business, “What’s measured grows; what’s measured and reported grows exponentially.”

What about this could mean something to employees who aren’t owners?

Three valuable lessons here:

1) Everybody is an owner. Meaning, you own your own job. The sooner you find out what makes you valuable to the people that send you checks, the sooner you start making a lot more money

2) You want to know how your employer grows in real net worth and manage everything to those metrics. If your owners die or get divorced, you may be out of work if the company isn’t running to self-sustaining metrics

3) It makes you a valuable sales person when you frame the sale with an understanding of how your product contributes to the net worth of the customer’s company. Now you are not just selling your product, you are selling the customer a chance to get a lot richer. That isway easier to sell

Isn’t this “measured marketing” that Jill Snyder talked about last month?

Yes. In effect, this is what Jill taught at last month’s meeting: set up your marketing and sales in a way that it can constantly be measured and improved. She talked about driving demand and revenue with sales and marketing tactics, then making sure to measure each tactic to the revenue it produces. So this is similar… but from a little different perspective.

Sneak Peak: Revenue Marketing January BMA Indy Event

Thursday, January 13, 2011 by Chris Lucas

This month BMA Indy is excited to have Jill Snyder and Jenny Vance as presenters for January's BMA event. Jill and Jenny are presenting on Revenue Marketing and how to create and execute your revenue marketing plans. Indianapolis area business marketing members are sure to learn a ton with this month's event.

We couldn't wait till next Thursday's event to see what was coming, so we sat down and asked both Jill and Jenny a few questions to get you prepared for their presentations. Read below as we scratch the surface of revenue marketing and lead generation.

First up is Jill Snyder of Marketing Minds on some best practices for marketing planning:

Why is Marketing and Marketing Planning exciting to you personally?

JS: I label myself as a ‘revenue marketer’ because I am dedicated to utilizing marketing to drive demand and revenue. Once you architect a plan to help drive sales, it’s rewarding to implement and measure tactics that drive results that are critical to your business’ success.

What’s the one critical component your marketing plan needs?

JS: Every demand generating marketing tactic needs to be tied to revenue.

What research/planning should you do prior to putting your marketing plan together?

JS: Past marketing tactic metrics are critical to your current plan. If you have them then you have the foundation you need to put together a successful plan. If you don’t have them, start with your best guestimates and start measuring from here on out. I think you’ll be surprised on how close many of your guestimates will be. Focus on leads generated by marketing tactic and revenue generated by lead marketing tactic, if possible.

Who should be involved in your Marketing Planning?

JS: It’s important to involve individuals in your marketing plan both up and down the organization and across into the sales organization. The individuals that perform the marketing tactics for you will have a lot of insight into what works and what doesn’t (this will also include individuals from your marketing agencies). Executive management should be on board and in support of your plan and provide you the revenue targets to hit (keep them updated regularly on your progress). And the sales organization should be involved in all you do. The sales organization needs to convert your leads to revenue to make your plan successful. Talk to them all the time.

Next we spoke with Jenny Vance, President of LeadJen about the importance of good
lead generation.

Why is *good* lead generation important?

JV: Many many many reasons…At the highest level, lead generation programs offer the largest scope of live dialogue with prospects across the market place. If it’s not done right, then there can be a negative impact on the brand. Also, because lead generation is probably the largest live dialogue in the market, it should be one of the most strategically informative areas of marketing. If it’s done right, while working to uncover qualified leads/appointments, lead generation programs can have a natural byproduct of information about responsiveness by industry/leadsource/geography/title path/ company size/ etc, what message is resonating the best and what message isn’t. What personnel are having the most success and why.
How is technology changing lead generation?

JV: Technology allows lead generation teams to actually get this market survey information as a natural byproduct of a campaign. Without technology, the feedback would be all conjecture and would be based on the most recent prospect feedback vs. the most frequent.
What affects has Social Media had on lead generation?

Questions that used to be asked and answered on Google searches are now being posed over social media. Monitoring those social media sites for key words is just as important as Google PPC.
What about lead generation and the technology surrounding lead generation excites you?

JV: Lead generation is so exciting because companies are starting to realize the power of the live dialogue happening at this level of the company. Traditionally sales wins would dictate much of the strategy. That’s a problem because it’s a lagging indicator. Lead generation teams surveying the market can provide an early indication of changing market conditions.

To learn more about Revenue Marketing and to see case studies on how companies have implemented lead generation and revenue marketing in their businesses, Register Today for BMA Indy's January Event.

BMA Indy Upoming Event

Tuesday, May 11, 2010 by BMA Indy

Indy Marketing Events: Thursday May, 10th
Learn to Create a System that Achieves Sustainable, Predictable, and Profitable Growth!
Presented by Sean Geehan, author of the Book The B2B Executive Playbook: How Winning B2B Companies Achieve Sustainable, Predictable, and Profitable Growth

Special Guest Guy Sulzberger, Vice President of Sales, Interactive Marketing and eCommerce Solutions Crown Partners

Date: Thursday, May 20, 2010
Time: 8:30 AM - 10:00 AM
Location: Pyramids (map)
Program Fee: $10 for BMA members, $20 for first-time guests of BMA members, $40 for non-members, and $10 for non-profits and students with school ID.

Referencing his groundbreaking book, Sean Geehan will draw upon over 20 years of experience to outline the proven characteristics of successful B2B companies and the strategies they must adopt in order to survive and thrive.

Sean will show you how to:
• Align your BtoB Marketing of your organization to the market
• Engage your most valuable customers to build deeper relationships and sales penetration
• Inject innovation into your organization that yields powerful ROI

Guy will illustrate how Crown Partners has successfully applied these B2B Executive Playbook principles to:
• Align your organization to the market
• Enhance relationships with your most valuable customers
• Leverage customers to acquire new customers
• Integrate marketing, strategy and sales development
• Boost marketing credibility

ABOUT THE SPEAKER

Sean Geehan is CEO and Founder of Geehan Group, the leader in guiding B2B executives to building sustainable, predictable, profitable growth. His book, The B2B Executive Playbook, is available now!

Sean has more than 20 years experience in the area of B2B consulting services and is the recognized expert on driving revenue and earnings predictability in B2B organizations. Geehan Group clients include market leaders such as Microsoft, Standard Register, Springer Publishing, Harris, LexisNexis, NCR, Cintas, Quest Diagnostics, Dell, Interwoven, Xerox and Intel.

Sean has extensive experience in the areas of leadership, strategy, sales, marketing and product development. He has spoken at and moderated many conferences, and hosted a weekly radio talk show. Sean is the recognized expert on B2B leadership, executive market engagement programs and integrating innovation into the strategic planning process to drive long-term and predictable business results.

Sean received the prestigious Ernst & Young Entrepreneur of the Year award in 2002 and since has been inducted into the E&Y National Hall of Fame. He holds a BA in Marketing/Finance and an MBA from the University of Dayton. He has also attended executive programs at Columbia, Northwestern and Harvard.

Don't miss out on this exciting event...
Click here to register!

BMA Indianapolis April Event

Saturday, April 10, 2010 by BMA Indy

UPCOMING BMA INDIANAPOLIS BtoB Marketing APRIL EVENT:
EMAIL PLUS. Advanced Strategies to Attract, Engage, and Serve Customers
Featuring Joel Book, Director, eMarketing Education at ExactTarget(map)

Program Fee: The cost is $10 for BMA members, $20 for first-time guests of BMA members, $40 for non-members, and $10 for non-profits and students with school ID.

WHEN: Thursday, April 15, 2010. Program starts @ 8:30 am. Networking and breakfast at 8 am.
WHY:
With case study examples from both B-to-B and B-to-C companies, you will see how smart marketers are using email – in combination with other one-to-one marketing technologies and tactics like CRM, Social Media, and Mobile – to attract potential new customers, aid the product evaluation and buying process, and keep customers connected to their brand.
Case study examples include:

Hitachi Data Systems, Genworth Financial, Volvo Construction Equipment, Motorcycle Superstore, Papa John’s, GLS Companies, Icelandair, Johnston & Murphy, SkyMall, Dreamfields Pasta, Pier 1 Imports and Scotts Miracle-Gro.
Leading this discussion on how digital media has transformed direct marketing is Joel Book, Director of eMarketing Education for ExactTarget. ExactTarget is a leading provider of on-demand software for high-performance email marketing. More than 7,500 companies, associations, and brands like Careerbuilder.com, Expedia.com, USA Today, The Home Depot, and Papa John’s use ExactTarget to deliver relevant and timely information to subscribers.
What Attendees Will Learn
• How to use Email + Social Media to attract new customers and accelerate marketing ROI
• Why ExactTarget + CoTweet takes customer engagement to a whole new level
• How to use Email + CRM to shorten the buying cycle and improve sales force productivity
• How to use Email + Mobile acquire new email subscribers
• How marketers are using Email + Analytics to deliver personalized offers and re-engage cart abandoners
About the Speaker
Joel Book is Director of eMarketing Education for ExactTarget, the world’s leading provider of on-demand software for permission-based email and mobile marketing.
With more than 30 years of experience in database marketing, Joel combines proven strategies and tactics for customer development and retention with contemporary one-to-one marketing and social media technology to teach organizations how to attract new customers, aid the customer’s decision-making process, and drive repeat purchase.
In 2009, Book was voted one of the "50 Most Influential People in Sales Lead Management."
As a consultant, Joel has worked with some of the top B-to-B and B-to-C brands in the business including Microsoft, Hasbro, Peterbilt Motors, Agilent Technologies, and Purina. As a speaker and seminar leader, he is engaging and informative, and his presentations are packed with case studies and success stories of how innovative marketers are using technology to drive sales and optimize marketing ROI.
When he’s not speaking or teaching, Joel shares his perspective on strategies and tactics for successful one-to-one marketing in his blog:
Don't miss this exciting Indianapolis Marketing Event presented by the Business Marketing Association!

To succeed in selling to today’s hyper-social, and connected customer, marketers must maximize every touch-point to "ignite" the conversation, create interest, and give people a reason to buy. In this session, Joel Book will show how innovative companies are leveraging the unique strengths of email to attract, engage, and retain customers.Email Marketing by the Book.

Click here to register for this event!
Thursday, April 15, 2010: 8:30 AM - 10:00 AM
WHERE: 3500 DePauw Blvd., Pyramid Three, Lower Level Room B

Marketing Events Indy: BMA

Thursday, March 4, 2010 by BMA Indy

Upcoming Indy Marketing Events....
Don't miss the BMA Indianapolis March 18th Event:

Discover the New Law of Marketing
Presented by Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide and author of:
The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning
When
Thursday March 18, 2010
8:30 AM - 10:00 AM
Where:
The Pyramids
Why
:Discover how to make meaningful connections with your customers through relationship marketing that is truly valuable to their lives. Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide, shows you how in this comprehensive, eye-opening look at the future of marketing. Marketing as we have known it is no longer sustainable in its current form. To maintain a significant and effective marketing strategy, companies must move from producing meaningless messages to creating meaningful connections—marketing that customers choose to engage with. The Next Evolution of Marketing helps you create relevant, meaningful communications in the digital age. Marketing with Meaning helps you bring effective marketing solutions to your business communications. The diverse set of relevant case studies—ranging from traditional to interactive marketing—makes this book an indispensable addition to any business collection. This is a must-read for anyone involved in any phase of marketing—from those who create it, to those who buy it, to those who simply choose to engage with it.
About the speaker
Bob Gilbreath
is Chief Marketing Strategist at Bridge Worldwide, one of the nation’s largest digital advertising agencies. Bridge Worldwide is part of WPP, leaders inadvertising, branding, and marketing. Bob leads the Strategic Planning team within Bridge Worldwide, advising clients such as Procter & Gamble, ConAgra Foods, Kroger, Luxottica, and Abbott Laboratories. His writing has been featured inBrandweek, he has spoken at ad:tech and Harvard Business School, and he has taught classes at New York University and Miami University (Ohio). He is the author of The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning, which is now available from McGraw-Hill. Bob joined Bridge Worldwide after leading a dramatic turnaround of the Mr. Clean brand at Procter & Gamble. He was recognized by Advertising Age as one of the Top 50 Marketers of 2004. He received his M.B.A. in marketing from New York University’s Stern School of Business and his undergraduate degree in economics from Duke University.: -Your Guide to Surviving and Thriving in the Marketing Revolution.

Upcoming BMA Indianapolis February Event

Wednesday, February 3, 2010 by BMA Indy

B2B Marketing Events Indy

UPCOMING BMA INDIANAPOLIS FEBRUARY EVENT

Next-Generation Lead Generating Strategies for B2B Marketers
Presented by Brian Deagan, CEO of Knotice

Date: Thursday, February 18, 2010
Time: 8:30 AM - 10:30 AM
Location: Pyramids (map)
Program Fee: $10 Members / $40 Non-Members

Brian will cover strategies that you can use within your marketing efforts to assist with automation of lead generation activities and how to convert those leads through the pipeline for your organization. In this session you will learn…

How to automate outreach efforts
Messaging strategies that drive response
New tools that empower marketing and sales teams to work better together

Please join us to welcome Brian to Indianapolis and to learn from the insight he will be sharing with our chapter!

Click here to register for this event!

Download event information

Marketing by the Numbers Event: November 19, 2009

Friday, October 23, 2009 by Programming Director

The Business Marketing Association is proud to present, Marketing by the Numbers. In today's economy, BtoB marketers are challenged to drive results for their organization. This presentation will show you how to do just that! We hope we see you at this exciting Indy Marketing event.

Building a Lead Generation Platform that will Drive Results

In today’s economy, marketers are held accountable for qualified lead generation and building a program that drives results.

In this presentation, Jill Snyder, will show you how to build a marketing plan that will support your organization's revenue objectives, which is critical today. Step-by-step you will be shown how to funnel all your marketing resources into activities and strategies to drive demand.

Measuring that success is critical and we will take you through live examples of how companies have been able to build their lead generation efforts and circle back to measure their results. Jill will share examples from local companies that have built a platform to monitor their lead generation efforts based on the results they are driving. In addition to these case studies, Shawn Herring will also be sharing how he implemented a qualified lead generation platform for Harlan Sprague with great success.

Generating leads is critical; tracking and nurturing them is just as important. Jill and Shawn will show you how to build a lead management model to make sure you maximize all the work you have done to generate leads.

About Jill

Jill Snyder has 28 years of experience in marketing, entrepreneurship, and technology. She has been a member of the founding team of three high tech companies, and has helped numerous other companies build their marketing programs, all with the focus of driving demand and revenue.

Currently Jill is the Vice President of Marketing at the Schneider Corporation. Previously, Jill was the Director of Marketing at YourEncore and the VP of Marketing for ExactTarget. Jill has also consulted with numerous other companies including Vontoo, Hancock Telecom, Pearl Street Venture Funds, Walker Information, and Thomas P. Miller and Associates.

In 1998, Jill was part of the founding team of Aprimo, a software company that develops enterprise marketing management solutions. Prior to Aprimo, Jill worked as Marketing Operations Manager at Tivoli Systems (a division of IBM), and as the Partner Program Manager and Product Marketing Manager for Software Artistry (acquired by Tivoli).

Prior to Software Artistry, Jill co-established and operated two information business ventures funded by GTE Vantage (Stamford, CT). Those business were EdNA (1990 – 1996), and The Guide (1987 – 1990) which provided ‘on-line’ community-based services via the computer prior to the launch of such popular systems as AOL and Prodigy (this was pre-internet).

She began her career with IBM in a regional IBM sales and marketing organization. Jill earned bachelor’s degrees in marketing and advertising from Indiana State University with a minor in Computer Science .

About Shawn

Shawn Herring obtained Bachelor’s degrees in Biology, Psychology, and Sociology in addition to a Masters degree in Business from Indiana University. With over 10 years experience within healthcare and life sciences within the Marketing and IT functional areas.

Within the IT roles, Shawn worked on the team responsible for planning and implementation of a company-wide eCommerce platform, developed a measurement dashboard to view efficiency and effectiveness, and was responsible for building an eCommerce channel from $10 million to over $60 million in one year.

Within his Marketing roles, Shawn was a team lead for the global rebranding of five separate companies into a single corporate entity, management of both product and channel strategies, and driving profitable revenue through the Sales pipeline.

2009-2010 BMA Indy Board Announced

Tuesday, October 13, 2009 by External Communications

The Indianapolis Chapter of the Business Marketing Association (BMA) is proud to announce the new 2009-2010 Board of Directors.

The board includes:

President: Judy Knafel, Element Three

Programming: Carissa Newton, Delivra

Secretary: Christine Johnston, Distinctive Wine Cellars

Membership: Jim Brown, EverEffect, Inc.

Webmaster: Summer Newton, Zent Consulting

Treasurer: Karen Hale Hopkins

Internal Communications: Curt Franke, BitWise Solutions, Inc.

External Communications/PR: Megan Glover, Compendium Blogware

Sponsorship: Kathleen Haley, KSH Marketing

About the BMA

The Business Marketing Association is the nation’s only professional association dedicated to business-to-business marketers and marketing communicators. Members receive networking benefits, peer support, and the opportunity to participate in events attracting important industry speakers and attendees. For more information on the Indianapolis chapter of the BMA and to learn about upcoming meetings go to www.bmaindy.org. Monthly meetings and presentations are held on the second Thursday of each month.

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