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Better to Best: Improving Digital Marketing with Cross-Channel Attribution and Analytics

A B2B Marketing Workshop Hosted by Microsoft

When: Thursday June 4th from 8:00am – 12pm

Where: 11111 NE 8th Street, Bellevue, WA 98004 (Bravern 2)

Please join a panel of B2B marketing experts from Microsoft, Kenshoo, Invoca, Bizible, and Obility as we discuss how to improve your digital marketing campaigns through attribution. Following presentations, the presenters will host breakout sessions to discuss the topics more in depth.


8-9am – Breakfast & Networking

9-12pm – Presentations from Microsoft, Kenshoo, Obility, Invoca, and Bizible


Join us for a B2B Marketing Workshop at Microsoft

Presentation Topics

Optimizing for the Customer Journey with Actionable Attribution

Presenter: Emily Helander, Sr. Product Marketing Manager, Kenshoo


Customers do not follow linear paths as they interact with brands, which makes it challenging for marketers to determine which interactions are critical to drive conversions. With the complexity of today’s consumer journey, it is important for marketers to take a data-driven approach to optimization when addressing this challenge. This session will look at common attribution methodologies as well as strategies to track interactions, assign value to each interaction and optimize in the context of attribution.




Budgeting for Sales: Allocating Spend to Increase Opportunities and Wins

photoPresenter: Oceah Clark-Kasperzyk, Director of New Business, Obility


B2B marketers have limited dollars to spend on online marketing, and so they should allocate the majority of their budgets to the marketing programs that best drive sales, but identifying what programs are successfully generating sales is a challenge. This session will outline how to measure marketing programs and how marketers should adjust their campaign budgets to optimize opportunities and wins.





The Digital Marketer’s Most Expensive Blind Spot: Inbound Phone Calls

PaulRudwall_color_professionalPresenter: Paul Rudwall, Director of Product Marketing, Invoca


While inbound calls convert at 10-15x the rate of those from lead forms, most marketers are blind to what’s driving these calls and powerless to measure the customer journey as it extends into phone calls. In the mobile era, the number of calls to businesses has skyrocketed by 350% – and that number is set double again in the next year, to over 70 billion calls annually.


But marketers at leading companies like Salesforce, Ingram Micro, and hundreds of others, are capitalizing on call intelligence technology to deliver the same attribution and automation for calls that they’ve come to rely on for “clicks.” During this session, learn how you can leverage call intelligence to:
+ Improve conversion rates across channels like search, email, and display.
+ Lift close rates through better in-call performance.
+ Increase customer satisfaction by improving your customer purchase process.



Navigating the Complex Landscape of the B2B Buying Cycle

Presenter: Aaron Bird, CEO, BizibleAaronHeadShot


B2B companies are facing an uphill battle. B2B companies have long, complex buying process, often with multiple decision makers involved. In addition, B2B companies often have more data sources (CRM, marketing automation, ad network), adding even more complexity to understanding marketing performance. In this session, we’ll look at revenue performance across channels, address common problems facing B2B companies, and offer actionable insight into how to solve these problems by tracking performance through the sales funnel.




Success of B2B’s on Bing Ads

Tony1Presenter : Tony Austin, Senior Account Manager, Microsoft

This presentation will discuss how B2B marketers can find success running paid search campaigns on Bing. Specifically, this presentation will delve into statistics of existing B2B companies running campaigns on Bing. Bing Ads has really come on strong the past year in regards to B2B performance on our network. Bing Ads actually accounts for 40% of all B2B search volume overall in the US. Staggering. Tony will share more about our efforts to continue to drive this number higher.