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

A B2B Marketing Workshop Hosted by Google

When: Thursday March 12th from 8:30am – 4:30pm

Where: Google Bldg Plymouth 2, 1550 Plymouth St, Mountain View, CA 94043

Please join a panel of B2B marketing experts from Google, Marketo, Invoca, 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.



Join us for a B2B Marketing Workshop at Google

Presentation Topics

B2B’s Digital Tipping Point(s)

Nicole SommerPresenter : Nicole Sommer, Account Manager, Google

Has B2B marketing crossed the digital tipping point? Already in 2012, 88% of business decision makers reported using digital. Research conducted with Millward Brown Digital points toward more tipping points on the horizon. What are the next tipping points for B2B marketers to pay attention to?






Digital Marketing in the B2B World: Nurturing, Attribution, and ROI

Mike-Tomita-200x200Presenter: Mike Tomita, Sr. Manager, Web Marketing, Marketo

In the world of B2B marketing the digital marketer’s job doesn’t stop at the form completion. That’s just the first step in a long journey. Beyond acquiring new leads, digital marketing is a great channel to help move existing leads down the funnel and nurture them to a sales-ready state. Only then can you show the true ROI of your programs as tied to pipeline or closed-business dollars. This session will explore ways to guide leads down your sales funnel and make sure your programs get the correct attribution to prove their ROI.





Budgeting for Sales: Allocating Spend to Increase Opportunities and Wins

Nierengarten HeadshotPresenter: Mike Nierengarten, Founder and President 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, Sr. Product Marketing Manager, 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.