Smart B2B Lead Generation

June 13-14th, 2016, Warsaw

June 13th, Monday

9:30 Morning coffee and registration

10:00 Welcoming and opening of the conference

10:05 B2B customer decision journey

  • B2B customer psychology – how to get a deep understanding of your prospect’s thinking
  • B2B customer decision journey – a tool for various departments across the company; present different channels and their performance/effectiveness
  • Mapping customer journey is just the beginning – what’s next?
  • E2E funnel sales - how to plan for meaningful interactions with your prospects at every step of the sales funnel

Prelegenci

  • Natalia Długosz Marketing & Communications Manager Eastern Europe Honeywell

10:45 Content Marketing – How to create truly valuable Content Marketing strategy

  • Moving from traditional marketing to content marketing strategy model
  • Buyer persona – how to align content with your buyer’s expectation and give people what they are interested in
  • Analytical approach - creating a feedback loop for your content

Prelegenci

  • Giuseppe Caltabiano VP Marketing Integration – Social Media, PR, Content process and tools Schneider Electric

11:30 Coffee break

11:45 Lead generation techniques that work at Xerox – journey of key account marketing and marketing automation

  • Using B2B customer knowledge to generate leads through key account marketing
  • Xerox’s marketing automation journey using Marketo

Prelegenci

  • Ian Harcus BPO Marketing Manager Xerox

12:30 Social Lead Acquisition: in search for the right prospects

  • How social media can help you on your path to conversion
  • Tricks to maximise conversion
  • Incentives that work
  • Practical ways to measure lead acquisition campaigns

Prelegenci

  • Piotr Mroziński Head of Customer Acquisition, LinkedIn Sales Solutions CEE LinkedIn

13:15 Lunch

Lead attracting&nurturing – practical sessions

14:15 Corporate culture shock – how involve employees in lead generation process and content creating strategy

Prelegenci

  • Elżbieta Peda Dyrektor marketingu Linii Opon Ciężarowych w Polsce, Czechach, Słowacji i Krajach Bałtyckich, Michelin

Lead attracting&nurturing – practical sessions

14:15 Market Intelligence as a starting point of innovative Lead Generation Campaign

Prelegenci

  • Łukasz Maroszczyk Digital Marketing Manager CEE Philips Lighting
  • Bartosz Kostrzewski Market Intelligence Manager Philips Lighting

15:00 Coffee break

15:10 B2B brand building – event marketing, conferences, presentations

  • How to effectively mix traditional channels with online activity

Prelegenci

  • Mateusz Wisła Marketing Manager GE Healthcare

15:10 Lead Gen Tech Trends

16:00 The end of the first day of the conference

June 14th, wtorek

9:30 Morning coffee and registration

10:00 Lead Generation Marketing – how to ‘do this’

  • How to create the lead generation strategy
  • What goals should be put for sales&marketing
  • Popular techniques for lead generation
  • How to measure & optimise the lead generation process

Prelegenci

  • Piotr Kwietniak B2B Marketing Manager, Central Europe Cisco

10:45 How to turn ‘third party distributors’ into brand ambassadors

  • How to make sure that brand values will be translated and passed on throughout the entire distribution network, down to the end user
  • How to inspire and engage this independent and divers audience to love, represent and protect your brand
  • What tools will result in commitment; what support to give distributors to make them feel that their growth is key for us
  • Analytical feedback is the foundation on which a community of engaged distributors can be built

Prelegenci

  • Olga Mazurek Dyrektor Marketingu Saint-Gobain Building Glass Europe

11:30 Przerwa na kawę

11:45 How to get lead generation going – practical advices how to start, what to remember, what to do and how not to drowned into western inspirations

Prelegenci

  • Daniel Szcześniewski Head of Marketing and Segment Management B2B T-mobile

12:30 Generating leads – proactive vs. passive approach

  • Passive marketing is costly and time-consuming; mass communications to mass audience
  • Proactive lead generation – faster results, a specified group of recipients
  • Educate – be wherever your potential customers are seeking knowledge, provide information and build engagement

Prelegenci

  • Monika Maciejewska Director of Marketing and Product Management CEE Hella

13:15 Lunch

14:15 Sesje równoległe do wyboru

Lead attracting&nurturing – practical sessions

14:15 Marketing ROI – how to measure B2B communication impact

  • How to connect marketing activities with sales effectiveness
  • Marketing ROI measurement tools
  • How to align sales activities with marketing strategy to effectively measure ROI

Prelegenci

  • Igor Bielobradek B2B Marketing Manager Deloitte

Lead attracting&nurturing – practical sessions

14:15 Ethics vs. effectiveness – values in B2B relations

  • How to engage clients in promoting our product
  • What are corporate value and why it is often a taboo
  • How to engage Y generation employees – a few words about leadership

Prelegenci

  • Tomasz Kałko Dyrektor ds. Rozwoju Pruszyński Sp. z o.o.

15:00 Przerwa na kawę i wybór sesji

15:10 Videomarketing in lead generation strategy

  • Video as a tool generating leads

15:10 Ethics vs. effectiveness – values in B2B relations

  • How to engage clients in promoting our product
  • What are corporate value and why it is often a taboo
  • How to engage Y generation employees – a few words about leadership

16:00 The end of the conference