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Come find the right mix of talent, tactics and technology for bigger profits in a smaller world. Only The DMA Business-to-Business Weekend prepares you for the challenges that lie ahead in business-to-business marketing. We'll give you what you need to compete in today's increasingly competitive marketplace:
- Learn how to be profitable in the new era: Information-packed sessions and workshops give you the lowdown
- Get the word on critical issues like e-commerce technology, international direct marketing, teleservicing, and customer- relationship management
- Explore the latest direct marketing and e-commerce strategy development for the business-to-business marketer
- Network with business-to-business marketers from around the world
Saturday, October 23
2:30 - 3:45 p.m.
Developing a Successful Direct Marketing Campaign: The Principles When Going Global - Part 1
The basic principles of campaign development are essential when pursuing business-to-business direct marketing to other countries. This two-part session will focus on the fundamentals, as participants analyze and discuss attendee campaigns.
* Know the essential ingredients of business-to-business success outside the USA
* Understand the planning issues underlying the development of overseas business-to-business campaigns
Speakers: Lois Geller, President
Michael J. McCormick, VP, Creative Director, Mason & Geller Direct Marketing
Overcome the Rising Challenge of International Data Quality
High-quality data is critical to database management. To be successful in the international market, you need accurate and reliable data.
* Why international data quality is different from domestic data quality
* What are the different elements that are important to an international mail piece
Speaker: Victor Forman, VP of International & Domestic Postal Affairs, Group 1 Software
E-Mail Marketing: Profiting From This Innovative Direct Marketing Tool!
E-mail Marketing has been used successfully to create a profitable relationship for business-to-business marketers. This session is your best opportunity to learn how.
* Gain the know-how to integrate e-mail with your broader online strategy
* Discover how to identify the strengths and weaknesses of this marketing tool
Speakers: Bruno Gralpos, Director of Database & New Media Strategies, Hunt Marketing Group
Deb Goldstein, President, IDG List Services
David Townsend, CEO, Innovyx
Integrated Direct Marketing: How to Achieve Double-Digit Response - Part 1
There are so many avenues within direct marketing. Integrated Direct Marketing (IDM) provides you the opportunity to combine those avenues and ultimately achieve profitability.
* How to generate high quality leads and increase field follow-up by 100%
* How worldwide, world-class marketers such as AT&T, IBM, and HP have used IDM to generate double-digit response
Speaker: Scott P. Hornstein, Senior Partner, Ernan Roman Direct Marketing
4:00 - 5:15 p.m.
Developing a Successful Direct Marketing Campaign: The Principles When Going Global - Part 2
(Reference part 1 for details.)
Speakers: Lois Geller, President
Michael J. McCormick, VP, Creative Director, Mason & Geller Direct Marketing
Using Dynamic Customer Information to Accelerate Demand
Discover how the Internet offers a new low-cost channel to reach a rapidly growing, attractive audience of corporate buyers and how you can turn thosebuyers into your customers.
* How to take advantage of the Internet's power in innovative ways
* What key questions you must ask when evaluating your options
Speaker: Brenda Chin-Hsu, CEO, BuyerZone.com
Keeping it In-house vs. Outsourcing Your Teleservices: Determining What Will Work for You!
The quality of your teleservice operations ultimately diminishes as your TSRs' workload increases. The solution may be found in outsourcing some of your efforts.
* How to determine when your in-house efforts are falling short
* The essential qualities you must consider when looking to outsource
* How to in-house and outsource your teleservicing simultaneously
Speaker: Jeff Perlman, Group Director, Wunderman Cato Johnson
Elise Libow, Vice President, Group Director, Teleservices, Wunderman Cato Johnson
Paul Bunting, Vice President, General Manager, Consolidated Market Response
Clifton Critchlow, Vice President, Sales, Convergys
Integrated Direct Marketing: How to Achieve Double-Digit Response - Part 2
(Reference part 1 for details.)
Speaker: Scott P. Hornstein, Senior Partner, Ernan Roman Direct Marketing
Sunday, October 24
8:45 - 9:45 a.m.
The New Basics: Taking Your Database to the Next Level to Profit From Commerce in an Internet Environment - Part 1
You might have an enormous database, but is it clean? In this two-part session, you will see a methodology based on best practices of reference data, which in turn can be used in successful global business-to-business efforts.
* Gain an understanding of the core components of the reference-data architecture and the importance of applying them
* Learn how successful data maintenance is a function of the data load system audit and validation process
Speakers: Augue MacCurrach, Principal, Data Engineering, DiaLogos, Inc.
Peter Quackenbos, Senior Data Architect, DiaLogos, Inc.
From Channel Conflict to Hybrid Marketing: A Business Customer-Centric Evolution
Customer demographics in the business-to-business marketplace have changed radically in the past decade, with better-informed customers increasingly seeking alternative delivery channels in the quest for more product value. Achieve success by learning to control these multiple channels.
* Learn to differentiate a true hybrid marketing model that is solely business, customer-centric
* Gain the upper hand by making decisions based on real customer information and knowledge
Speaker: Conchita Robinson, VP, U.S. Sales Centers, IBM Corporation
Additional Speakers TBA
Stop Your Direct Mail From Coming Back to You!
As the mailroom is becoming overwhelmed by undeliverable-as-addressed (UAA)
stamped direct mail pieces, you feel your pockets getting lighter and lighter. Discover how to stop this problem and make sure your customers are being reached.
* Review the results of the U.S. Postal Service's latest UAA cost study
* Get the latest in methods and options to help keep you in touch with your customers
Speaker: Michael Murphy, Facility Manager, U.S. Postal Service
Building Brand and Leveraging Your ROI Advertising to Acquire and Retain Customers - Part 1
Your brand might be strong in your market, but have you ever thought of expanding that brand to other avenues? A whole new world of customers awaits you, if you know how to reach them.
* How to build and maintain brand over time and generate sales today
* How to integrate the sales/lead process into the advertising model to push the potential customer through the sales cycle
Speaker: Richard Rosen, President & CEO, Rosen/Brown Direct
10:00 - 11:45 a.m.
The New Basics: Taking Your Database to the Next Level to Profit From Commerce in an Internet Environment - Part 2
(Reference part 1 for details.)
Speakers: Augue MacCurrach, Principal, Data Engineering, DiaLogos, Inc.
Peter Quackenbos, Senior Data Architect, DiaLogos, Inc.
Bottom Line Marketing: How to Predict the ROI for Direct Marketing
Have you ever felt that the amount of qualified sales leads is not meeting
your expectations? Learn how to quadruple your leads, double sales and take control of your destiny.
* Discover how to predict the ROI for direct marketing
* Why satisfaction is a direct marketing program that creates qualified sales (leads)
Speaker: James W. Obermayer, President, Sales Leakage Consulting
Managing Key Account Relationships to Maximize Customer Retention
Customer relationship management has become even more pertinent to direct marketing. This session provides guidance on how to best achieve collaboration in managing corporate-level relationships to ensure enhanced value for the customer.
* Discover the critical success factors for a global account management program
* Gain insight to the barriers you are likely to encounter in transitioning to global account management
Speakers: Jane Helsing, VP of Strategic Accounts, QI International, Johns Hopkins,Group President, Global Business Development, Fluor Corporation
Building Brand and Leveraging Your ROI Advertising to Acquire and Retain Customers - Part 2
(Reference part 1 for details.)
Speaker: Richard Rosen, President & CEO, Rosen/Brown Direct
1:30 - 2:30 p.m.
Implementing Advanced Internet Strategies to Acquire & Retain Business-to-Business Customers - Part 1
The trends in interactive marketing are rapidly changing. Keep on top of them by getting up-to-date on the latest strategies and learn how to use them to target prospects by areas of interest and their stage of the buying cycle.
* Get the latest in advanced internet strategies to acquire and retain business-to-business customers
* Learn how to develop high-impact internet programs
Speaker: Susan D. Goodman, EVP, Marketing & Strategic Marketing, THINK New Ideas, Inc.
Building a Model for Success: The Secrets of High Performance Direct Marketing
Do you want to take your direct marketing to the next level? Conducted via 15,000 test events, learn the six-step planning model that ensures high-performance direct marketing.
* Why the Barf Syndrome creeps into direct marketing and the way to stop it
* Learn the Safe Assumption Rule and how to use it to your advantage
Speaker: Bob Hacker, President, The Hacker Group
Maintaining Your Global Database to Increase Opportunities for Success
Developing a global database provides a great opportunity to broaden your market, but also presents many challenges. Learn what it takes to succeed through structured design frameworks and various case studies.
* Discover key challenges to data integration
* Discuss the experiences of companies that failed and succeeded in developing global databases
Speaker: Eric Deziel, VP, Group Director, Wunderman Cato Johnson
Creative International Business-to-Business Call Center Solutions
The international market is literally calling you. Don't miss the opportunity to hear how companies have successfully taken their business-to-business teleservicing global.
* Discover the latest in business-to-business call center trends
* Examine how one company operated a single-site multilingual call center
Speakers: Philip Cohen, President, Philip Cohen Consultant AB
Frank Koelzow, General Manager, Sun Express Europe, Amsterdam
Ludwig Bollaerts, President, Techmar Europe, Brussels
2:45 - 3:45 p.m.
Implementing Advanced Internet Strategies to Acquire & Retain Business-to-Business Customers - Part 2
(Reference part 1 for details.)
Speaker: Susan D. Goodman, EVP, Marketing & Strategic Marketing, THINK New Ideas, Inc.
How to Merge Direct Marketing and Your Sales Groups to Create a New Y2K Selling Model
Conflict between your direct marketing and sales groups will ultimately spell disaster. Explore how to bring these two together in a union that works and even increases business customer satisfaction.
* Learn the metrics and measurements to calculate the ROI required to sell management
* Discover how direct mail, teleservicing, and the Internet combine with sales to create the new Y2K sales coverage model
Speaker: John M. Coe, President, Database Marketing Associates
Maintaining Sanity and a Sense of Humor When Communicating Globally
As the international market increases day by day, communication is becoming more and more complex. This session will help you improve your own daily negotiations of global activities.
* Understand the new optimism regarding global communications
* Learn useful frameworks for negotiating global marketing programs
* Get the latest hints and tips that will help create effective integrated marketing
Speakers: Melody Dunn, Global Direct Manager, IBM Corporation
Rose Cameron, Worldwide Account Director, Ogilvy and Mather
When and What You Should Sell on the Internet
The evolution of digital marketing is overwhelming. This session will provide you with everything you will need to know to keep on track.
* What are the implications of the fusion between technology and marketing
* Learn how digital marketing is affecting customer relationship management
Speaker: Andreas Panayi, EVP, World Wide Practice Leader, Internet Services, Young & Rubicam
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