Attend this presentation of a practical case study, and see how Marketo uses BuyerSphere concepts to build awareness, develop trust, drive leads, and increase revenue at every stage of the revenue cycle.

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In this presentation you are given a behind-the-scenes look at how their very successful B2B marketing program works. Marketo is the fastest growing vendor in the hot marketing automation space.

This 30 minute webinar takes a look at:

• B2B demand gen. conversion metrics and benchmarks
• How Marketo, a B2B marketing company, mapped out in the BuyerSphere risk matrix
• This B2B marketer’s approach to positioning the vendor through thought leadership and 3rd party validation
• Actual conversion rates by marketing channel, including trade shows, list purchases and Google AdWords
• The difference between latent and active buyers
• Practical advice for lead scoring

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Date: February 26, 2010
Time: 11 am PST
Length: 30 minutes

What would happen if you turned off all PPC advertising for a month? This is exactly what the YouSendIt marketing team did last October, a risky maneuver which ended up proving the value of their search marketing program.

In this 30-minute case study webinar, an Enquiro client shares her recent B2B/B2C marketing success that has been driven by paid search.

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1. Improved SEM performance through proper segmentation of campaigns

We take a look at how YouSendIt increased the number of subscriptions to their service by 70% while also reducing overall ad budget. Strategic adjustments effectively reduced cost-per-click by 18%, and increased the amount of qualified traffic from paid search.

2. The importance of nurturing a lead

Once they’re in the door, it’s important to maintain the conversation. Search marketing’s effectiveness increases when coupled with email nurturing.

3. Demonstrating the value of search internally

YouSendIt’s Director of Product Marketing, Angela Sanfilippo, was faced with the challenge that many marketers face: prove to the board that the money you’re spending on paid search is actually driving revenue. In this webinar, Angela walks us through the numbers and her approach.

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Case Study Background
YouSendIt offers an online solution for independent professionals and businesses for sending, receiving and tracking large files and digital content without email and ftp limitations. YouSendIt has over 10 million users across 220 countries. Prior to initiating an SEM partnership with Enquiro, YouSendIt was running a paid campaign that drove few leads and qualified visitors at a high cost per lead of $442. They needed help in developing a more robust sponsored search strategy that would increase the number of registrations and subscriptions while reducing overall costs.

In our digital marketing world, public relations has made a clear and decisive shift online. Companies that can effectively create buzz and manage their reputation will outperform their competition.

Now more than ever, marketing executives have to understand:

• What to do if their company has a reputation management issue
• How SEO ties in to public relations
• The role video plays in PR for their industry
• How to measure the impact and opportunities for online PR
• The interplay of social media, buzz, and online PR

To wrap up Enquiro’s B2B Expert Series of webinars for this year, we’ve put together a special session on SEO and PR which is a “must-see” as you’re finalizing your 2010 marketing plans.

Join industry veteran Greg Jarboe in a live 30 minute session packed with proven tips and insight.

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A lot of marketers are in the final stages of settling their plans for next year. The timing is perfect to take a fresh look at what will truly drive revenue in the new marketing landscape.

Join us for a special half-day session which brings together some of the top minds in the Bay Area and Silicon Valley as we look at the latest online advertising trends, B2B buying behavior and search marketing strategy. You will have a chance to learn from and learn with top experts from comScore, Google, Business.com, Marketo, Enquiro and others.

Learn more and see our Top 8 Reasons to Attend >>

Registration is limited to a maximum of 40.

Just announced: Google will also be on location at our event to film for Fast.Forward. Fast.Forward is a new YouTube brand channel dedicated to the changing face of marketing, founded in partnership between Google and the Wharton School.

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What would you measure if you built a B2B lead gen program from scratch?

Find out what one marketing group took on when their successful, publicly traded tech company rewrote its mission and downsized. Erica describes what they measure and what White Whale of Measurement remains. Learn how the team sold execs on best-of-breed marketing services: email marketing, lead nurturing and scoring, segmentation, integration and ROI reporting, and SEO/SEM with Enquiro. Erica provides her top 10 ways to avoid the obstacles to automation they encountered and reveals the most effective marketing tactics they’ve deployed, with the measurement to prove it.

Who should attend: marketers that work with complex demand gen programs.

Click here to view.

Enquiro’s BuyerSphere research project identified three distinct purchase types in B2B. In this 30-minute webinar, we take a closer look at how to adapt your Pay-Per-Click advertising campaigns to the reality of how your buyers buy: Repeat Purchases, Repeat Modified, or Blank Slate. PPC campaigns can’t use a one-type fits all strategy, and by targeting buyers to these three segments you will meet and improve your campaign objectives. We cite examples of how to tailor ad creative, landing pages, and measurement to specific B2B purchase types.
In this webinar, you’ll learn

• How to identify where your company fits with regards to purchase types
• Tips on which ad messaging works for identified purchase type
• Landing page design best practices, specific to different marketing scenarios
• Gain a better understanding of how PPC can drive the demand gen. process

Who should view: Online marketing managers, directors and PPC management professionals.

View webinar here.

Drive your company’s lead generation strategy by learning from new research on B2B marketing.

Date: Wednesday Oct 28th, 2009
Time: 7:45 – 1:00pm
Location: Hotel Sofitel, Redwood City, CA (see map)
Cost: $199

Join us for this special live event that includes: breakfast, a keynote speaker, a BuyerSphere panel discussion, small group tactical sessions, and wraps up with a lunch. There will be opportunities, to network, and exchange ideas on B2B sales and marketing best practices.

Attendees will also receive a copy of Gord Hotchkiss’ new book, The BuyerSphere Project: How Business Buys from Business.

The B2B Expert Series: face-to-face, October 28^th, 2009. Space is limited so early registration is recommended