Wednesday, September 15, 2010

2:00 – 3:00

Registration

National Harbor Foyer

3:00 – 3:30

Opening Remarks & Introduction of the Capterra Team

Capterra President Mike Ortner

National Harbor 2

3:30 – 4:00

Top Ten Website Mistakes

Capterra Marketing Director Besa Pinchotti

National Harbor 2

4:00 – 5:00

Introduction to Your Peer Group

The problem isn’t getting excited about new ideas, it’s implementing them! You will be divided into a group of your peers (not your competitors) which will meet throughout the conference to discuss and strategize about long term goals and actionable first steps. Each Peer Group discussion will be lead by a Capterra expert that will help you through the planning process.

6:30

Cocktail Reception

Lower Atrium



Thursday, September 16, 2010

7:00 - 8:30

Breakfast

Pienza Restaurant

8:45 - 9:00

Welcome

Besa Pinchotti

National Harbor 5

9:00 - 10:00

Your Website Is Never Finished—What to Test and How

Anne Holland
Anne Holland

Perhaps best known as the Founder of MarketingSherpa, a multimillion dollar research firm (which she sold in 2007) Holland is a 25-year business-to-business marketing and media veteran.  In 2009 she launched WhichTestWon.com, an entertaining educational site for marketers featuring 60+ A/B testing case studies. In 2010, she founded Subscription Site Insider, a research and training service for the paid content industry online. Holland has been a featured speaker, often keynote, at more than 100 industry events including B-to-B Demand Generation Summits, Microsoft Worldwide Partner Conferences, Online Marketing Summit, eTail shows, Email Summit, Direct Marketing Association events, and Ad-Tech conferences. Holland has been quoted in The Wall Street Journal, The New York Times, DMNews, Entrepreneur.com, Fast Company, and B@B Magazine, among many others.

National Harbor 5

You may be surprised to learn that a few minor tweaks in your page design and copy make a big difference in your marketing campaign results. In fact, small changes to your lead generation forms and online order pages can turn 40% more of your visitors into potential software buyers. Anne will inspire you with real-life case studies of B2B marketers’ tests and give you tactical advice on how to—and where to—run A/B tests. She will also tell you how to convince the CEO you need to run them. Testing software is cheap and fairly easy to use in-house. This is tactical information you can put into place as soon as you get back to the office!

10:00 - 11:00

Nurture Marketing – How to Design and Build a Nurture Flow

Cari Baldwin
Cari Baldwin

Cari Baldwin is a seasoned demand gen guru, recognized thought leader and frequent industry speaker on marketing automation with nearly 2 decades of experience. As partner and co-founder of BlueBird Strategies, she is focused on ensuring the firm drives marketing programs that deliver measurable ROI for their clients. With a solid technical understanding of leading marketing automation solutions, her strengths include a deep focus on lead nurture content and process strategy, demand generation planning, content and offer development, scoring, program planning, management, execution and analysis. Cari is a proven problem-solver, combining strategic thinking, analytics and creativity with a keen eye on results. Cari values relationships and has long-standing associations with many of her clients including Composite Software, E2open, Host Analytics and LiveOps.

National Harbor 5

There’s a lot of buzz around nurture marketing and marketing automation, but not a lot of practical advice on how to build your own nurture track. In this presentation, Cari will go over the key steps to designing a nurture track and how to organize the process. You’ll learn which content to use in each phase of the buying cycle, ways to determine the number of touches needed to make the greatest impact and tips for developing a plan to fill the top of the nurture funnel. She will discuss the various types of nurture tracks, the value of scoring models and basic metrics to highlight success. You’ll come away with practical tactics to successfully develop and execute a valuable lead nurturing program for your organization.

11:00 - 11:30

Networking Break

11:30 - 12:30

Capturing and Keeping Buyers with Creative Content

Ardath Albee
Ardath Albee

Ardath Albee is an expert at creating contagious content and e-marketing strategies that engage prospects-from initial attention until they're sales ready. She has a unique ability to develop content strategies that work hand-in-glove with overall corporate and product positioning to deliver hard hitting e-marketing programs and tools that compel customers to buy. Ardath helps her clients generate more opportunities by optimizing how they leverage marketing automation investments. Her clients include Cisco, Qwest, Avid Technologies, LANDesk and Silicon Graphics. Ardath is also the author of  eMarketing Strategies for the Complex Sale, in which she explains how to create and use online content and communication strategies to catch and hold the attention of busy prospects to the degree of engagement necessary for sales readiness.

National Harbor 5

With more buyers turning to the web to research solutions for their business problems, your content must catch their attention and keep it across the stages of their buying process. B2B marketing content needs to educate, engage, build trust and credibility, share expertise, influence a variety of stakeholders, anchor your company’s ideas and provide evidence that your company delivers. In this session, Ardath will show you how to maximize the ROI from your content investment. She’ll go over the types of content that drive software sales, the keys to creating content so contagious that it turns prospects into buyers and the steps you can take to create content that salespeople actually use to close more deals. Research shows that more than one third of marketing budgets are spent on content development. Make sure you’re spending that money wisely.

12:30 - 1:30

Lunch

Moon Bay Restaurant

1:30 - 2:30

Breakout Sessions (choose one)


Testing to Improve Your Conversion Rate

Anne Holland
Anne Holland

Perhaps best known as the Founder of MarketingSherpa, a multimillion dollar research firm (which she sold in 2007) Holland is a 25-year business-to-business marketing and media veteran.  In 2009 she launched WhichTestWon.com, an entertaining educational site for marketers featuring 60+ A/B testing case studies. In 2010, she founded Subscription Site Insider, a research and training service for the paid content industry online. Holland has been a featured speaker, often keynote, at more than 100 industry events including B-to-B Demand Generation Summits, Microsoft Worldwide Partner Conferences, Online Marketing Summit, eTail shows, Email Summit, Direct Marketing Association events, and Ad-Tech conferences. Holland has been quoted in The Wall Street Journal, The New York Times, DMNews, Entrepreneur.com, Fast Company, and B@B Magazine, among many others.

National Harbor 1

Now that you’ve been inspired by Anne’s presentation on A/B testing, join her for an interactive session where she’ll examine attendees' real-life lead generation forms and landing pages and give suggestions for what to test. Anne will help you understand how to put testing ideas into practical use as soon as you get back to the office.

Building a Nurture Track for Your Business

Cari Baldwin
Cari Baldwin

Cari Baldwin is a seasoned demand gen guru, recognized thought leader and frequent industry speaker on marketing automation with nearly 2 decades of experience. As partner and co-founder of BlueBird Strategies, she is focused on ensuring the firm drives marketing programs that deliver measurable ROI for their clients. With a solid technical understanding of leading marketing automation solutions, her strengths include a deep focus on lead nurture content and process strategy, demand generation planning, content and offer development, scoring, program planning, management, execution and analysis. Cari is a proven problem-solver, combining strategic thinking, analytics and creativity with a keen eye on results. Cari values relationships and has long-standing associations with many of her clients including Composite Software, E2open, Host Analytics and LiveOps.

National Harbor 8

In her main session, Cari talks about building a nurture track and now is your chance to put what you learned into action. Cari will help you build your own nurture track to take back to the office. You’ll select a nurture type, review your content options and build out the visual portion of your nurture flow.

Before the breakout session: bring your list of content options, trying to have at least one piece in each of these three areas: Awareness, Education and Consideration. Think about what type of nurture flow you want to build (stale lead, post-event, website registration, etc.)

Integrating Social Media with Your Content Strategy

Ardath Albee
Ardath Albee

Ardath Albee is an expert at creating contagious content and e-marketing strategies that engage prospects-from initial attention until they're sales ready. She has a unique ability to develop content strategies that work hand-in-glove with overall corporate and product positioning to deliver hard hitting e-marketing programs and tools that compel customers to buy. Ardath helps her clients generate more opportunities by optimizing how they leverage marketing automation investments. Her clients include Cisco, Qwest, Avid Technologies, LANDesk and Silicon Graphics. Ardath is also the author of  eMarketing Strategies for the Complex Sale, in which she explains how to create and use online content and communication strategies to catch and hold the attention of busy prospects to the degree of engagement necessary for sales readiness.

National Harbor 14

Ad hoc use of social media tools is not the best way to drive marketing results. Integrating social media as a component of your content strategy is the answer—and it’s not as difficult as you might think. In this interactive breakout session, Ardath will show you how to turn outbound messaging into inbound interest, and how to get your message heard—and shared—by the prospects you want to attract. She will also tell you what to listen for to help you increase relevance for buyers and the three kinds of conversations your content must influence. About 80% of buyers will say they found your company before you found them. Learn how to start the conversation on your terms.

2:30 - 2:45

Networking Break

2:45 - 3:45

Peer Group Discussions: Turning Inspiring Ideas Into Action

3:45 - 4:00

Networking Break

4:00 - 5:00

Staying Ahead of the Competition with Link Building and SEO

Wil Reynolds
Wil Reynolds

Over the past 10 years, Wil Reynolds has dedicated himself to doing two things well: driving traffic to sites from search engines and analyzing the impact that traffic has on the bottom line of companies. Wil's career began at a web marketing agency in 1999, where he spearheaded the SEO strategies for companies like Barnes & Noble, Disney, Harman Kardon, Debeers, Doubleclick, Hotjobs, and Mercedes Benz USA. For the last 6 years, Wil and the team of search professionals at SEER Interactive have been assisting clients in maximizing their visibility and sales using search engines in both SEO and SEM. You can catch Wil speaking with anyone who wants to learn about search; whether it is in a coffee shop or a major conference, it just runs through the veins! His goal at every speaking engagement is simple: Make sure everyone walks out with at least 1 new piece of information or perspective on an SEO topic.

National Harbor 5

When software buyers search the web are they finding you or your competitors? In this high tech world, B2B companies need to stay a step ahead of the other guys. Search engine optimization powered by link building should be a big piece of that strategy. In this session, Wil will show you how to stay on top of your competitors’ every move and how to use that intelligence to take their place atop Google, Yahoo and Bing. He will share examples of well-crafted B2B content that attracts backlinks and explain how you can use those examples to create a better SEO plan for your business. You’ll also learn how to track your ROI and reassure your boss that your efforts are indeed working.

6:30

Cocktail Reception & Dinner

Old Hickory Steakhouse



Friday, September 17, 2010

7:00 - 8:30

Breakfast

Pienza Restaurant

8:45 - 9:45

What's Working Now in Email Marketing

Jeanne Jennings
Jeanne Jennings

Jeanne S. Jennings is an email marketing strategy consultant and recognized expert in the field with over 20 years of experience in the online/Internet marketing realm. Her direct response focus gets results for her clients, which include Hasbro, Network Solutions, PRWeb, VanillaSoft, Verizon and Vocus, Jeanne is currently teaching MarketingSherpa’s Full-Day Email Marketing Essentials Workshop in 10 cities across the US and Canada. She authored The Email Marketing Kit: the Ultimate Email Marketer’s Bible and is a regular columnist on Email Marketing, since 2001, for ClickZ Experts.

National Harbor 5

Email marketing is targeted, data driven and supports sales through other channels, but the bottom line is that it works. In this session, Jeanne will provide real-world examples and inexpensive strategies you can implement right away to generate leads, nurture relationships and close sales. She will show you how to leverage what’s new in email marketing: video, social sharing, mobile and more. You’ll learn how to develop an effective email DRIP campaign for lead nurturing, how to help close a sale with email and how to more effectively use third-party email lists. The Direct Marketing Association projects that email marketing will return $42 for each dollar spent in 2010. Is your company seeing those kinds of results? Jeanne will show you how to make email marketing work for you.

9:45 - 10:00

Network Break

10:00 - 11:00

Software Sales Leads By Phone: What’s Working, What’s Flopping and Where the Money Is

Michael Brown
Michael A. Brown

Michael A. Brown is internationally-known as the Business To Business By Phone® expert. He also is founder and president of The Business Marketing Consultancy and Redwood Training Associates in Austin, Texas. Since 1986, the mission of all Michael’s enterprises is to help business marketers find, land, keep, and grow customers via consulting, training, and seminars. Michael’s clients include a "who's who" of successful business marketers, from startups to the Fortune 100. In 2009, Michael was voted one of the 50 Most Influential People by members of the Sales Lead Management Association. His articles have appeared in Direct magazine, DM News, and Teleprofessional.

National Harbor 5

Businesses get hundreds of calls a day, so your company’s calls have to be memorable. A live voice, remains vital to software marketers’ stability and growth. In this session, Michael will teach you how to plan and conduct calls that high-level contacts and small business owners will accept, and how to use those calls to get the information you need to qualify leads. Michael will also go over what he considers to be “some really dumb things that software marketers say on the phone.” By the time this session ends you will be able to identify what’s wrong and what’s right with your present phone strategies, and how to track your success.

11:00 - 11:45

Final Peer Group Discussions: First Five Steps When You Get Back to the Office

11:45 - Noon

Networking Break

Noon - 1:00

Successfully Marketing to Software Buyers With Social Media

Paul Gillin
Paul Gillin

Paul Gillin is a writer and content marketing consultant specializing in technology and new media. He advises business-to-business marketers on strategies to optimize their use of online channels to reach buyers cost-effectively at different stages of the buying cycle. He specializes in social media and the application of personal publishing to brand awareness and business marketing. Paul is a veteran technology journalist with more than 23 years of editorial leadership experience. He was founding editor-in-chief of TechTarget, one of the most successful Internet media companies. Previously, he was editor-in-chief and executive editor of Computerworld. His award-winning book, The New Influencers, chronicles the changes in markets being driven by social media.

National Harbor 5

B2B buyers – particularly business IT customers – have been active in social media channels for years, but this isn’t a crowd that responds to gimmicks. Marketers need to answer software buyer’s needs at each stage of the buying cycle. The new marketing mantra is partnering, not selling, and social media are the best partnering tools ever invented.

There's a revolution going on in software marketing. B2B companies are using tools like blogs, podcasts, Twitter, video and communities to generate leads, increase sales to existing customers, enable word-of-mouth marketing and even co-create products. Paul will show you how real companies are succeeding by redefining their buyer-seller relationships and how you can join the revolution.

1:00 - 2:00

Lunch, Conference Adjourns

Moon Bay Restaurant

speakers

Testimonial

It’s been great! It’s been really relevant to all the problems and questions that I’ve had and experienced on a daily basis.
Brittany Gray, OakTree Solutions
CapCon09 Attendee

Read more testimonials >>

Our Venue

hotel
Learn more about CapCon2010’s World Class Venue