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B2B Digital Marketing Integrating Social and Digital with Customer Events Marjorie Madfis http://www.linkedin.com/in/marjoriemadfis October 11 2013

B2B marketing: why digital and social support events

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Presentation for students at University of New Hampshire Paul School of Business October 11, 2013

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Page 1: B2B marketing: why digital and social support events

B2B Digital MarketingIntegrating Social and Digital with Customer Events

Marjorie Madfishttp://www.linkedin.com/in/marjoriemadfis

October 11 2013

Page 2: B2B marketing: why digital and social support events

Opening General Sessions

Page 3: B2B marketing: why digital and social support events

The entertainment

Page 4: B2B marketing: why digital and social support events

The engaged attendees

Page 5: B2B marketing: why digital and social support events

Customer presentations

Page 6: B2B marketing: why digital and social support events

The expo hall

Page 7: B2B marketing: why digital and social support events

Networking at lunch

Page 8: B2B marketing: why digital and social support events

The subject matter experts (SMEs)

Page 9: B2B marketing: why digital and social support events

Promoting the experts

Page 10: B2B marketing: why digital and social support events

We love our champions Some are fanatics

Page 11: B2B marketing: why digital and social support events

Digital is used for awareness and registrationwww.ibm.com/connect

Page 12: B2B marketing: why digital and social support events

Digital and social are used for engagement with attendees and virtual attendees

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From push lead generation to push & pull

Event attendees

“Campaigns” Lead management

Event attendees

Virtual attendees

Social Social ContentLead nurture+

Page 14: B2B marketing: why digital and social support events

It's all about data – and then acting upon the data

Page 15: B2B marketing: why digital and social support events

The challenge: align events, social, organic web & demand gen

4-day Event

organic web presence

Social engage

Community on social channels

Event website

Web (owned)

Social (earned)

Event

(paid)nurture

nurture

Silo situationPotential

nurtureevents

social

web

Page 16: B2B marketing: why digital and social support events

Contact information

Twitter: @Marjorie_M

LinkedIn: Marjorie Madfis

Google + mjmadfis