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Small B2B Team? Measure Big

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Length: 36 minutes

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.

"The consensus here is that your webinars are by far the most engaging and valuable of any we've attended. "

Lance Loveday
CEO 
Closed Loop Marketing

Presented by:

Erica St. Angel - Vice President of Marketing, Sonic Foundry

Erica St Angel

Erica St. Angel is the Vice President of Marketing for Sonic Foundry. She oversees demand generation, branding, social media, PR and analyst programs to increase mindshare and drive business growth for this publicly-traded company. She's a tech marketer who is pushing the envelope of marketing technology, merging her two obsessions: what gets results and the latest in B2B marketing measurement.

Her unique background blends 15 years of corporate, public information and political campaigns, with an emphasis on measuring outcomes, building community and increasing customer engagement. Erica has spoken at numerous events and webinars. Her work has earned both industry and marketing awards including most recently the Forrester Groundswell Award for the B2B-Energizing category

Hosted by Bill Barnes - EVP, Business Development of Enquiro

Bill Barnes Mr. Barnes is a marketing veteran who has been in the marketing, advertising and promotion industry for over 20 years, the last 10 of which have been focused on Search Marketing. He co-founded Enquiro along with Gord Hotchkiss in 1999. Mr. Barnes is a featured speaker at events presented by Search Engine Strategies, Ad-Tech, Jupiter Media, SIPA, Forrester Research and Frost and Sullivan. He has also conducted workshops designed for Marketing, Editorial and Public Relations departments.

At Enquiro Bill has overseen explosive sales growth. In fact, Enquiro was listed on Deloitte's 2004 North American Technology Fast 500 and has appeared on Profit Magazine's Top 100 for three consecutive years. Bill has extensive experience in setting up and implementing Search Marketing and Research campaigns for such companies as AIG, AT&T, IBM, HP, Lexis/Nexis, Siemens and Grainger and strives to always help companies succeed in Search.

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Webinar Transcript

This webinar has been transcribed and is now available. Read here.