Silverpop B2B Market University

At the Intercontinental Hotel on November 12, Silverpop made a stop on their Business to Business (B2B) Marketing University seminar tour. The seminar is a level by level approach of where current companies are now and where they need to be. Adam Needles (@aneedles) was the keynote presenter giving everyone an overview of the B2B marketing world. One of the keys Adam pointed out is the need for companies to have some form of Customer Relation Management tools.

After Adam's presentation, Carlos Hidalgo of Annuitas Group presented on the change within the B2B marketing industry. In today’s world, traditional marketing is not made possible and a social approach is needed to capture prospective clients and nuture them into current clients. Jep Castelein was able to show the technology needed in order to move clients along in making good customers great while keeping lines of communication open at all times. David Raab presented on what all CEO's want to know about ROI. David explained the processes needed to look at ROI and how it is measured (Finance 101). The biggest problem with most companies, David mentioned, is they either do not measure ROI or they do not measure the correct categories.

The closing was a roundtable discussion of all of the presenters. The main topic that everyone wanted to talk about was social media. All of the presenters expressed the need to have social media within a business. The seminar stressed the importance of staying connected with clients, but also the world.