Event Agenda

Keynote #1: The Current State of Search Advertising
Presented by Graham Mudd, comScore

The Current State of Search Advertising will provide participants with a high level overview of major trends in search advertising. Graham will review search ad spending data, trends in consumer usage of search as well as a brief overview of other online advertising channels. The presentation will also include a discussion of future trends in search, including new ad formats, new search engine  

Keynote #2 : Welcome to the BuyerSphere
Presented by Gord Hotchkiss, Enquiro

Enquiro CEO and President Gord Hotchkiss will present 5 key findings from the BuyerSphere project and give real world examples of how they impact B2B marketing.

After hearing from over 4,000 different companies regarding buying practices, what did Enquiro learn? Well, we learned that a lot of what we assumed to be true about B2B buying simply wasn't:

• Emotion does play a part. A huge part!
• The model of a buying funnel is drastically oversimplified.
• Marketers separate online and offline strategies. Prospects don't.
• You have to develop an outside in view of yourself in the marketplace.
• The Web can hide much of what is happening on the client side.
• Everything about B2B marketing will change in the next 10 years.

Panel Discussion: Expert Hot Seat: Applying the BuyerSphere Principals

In this open discussion about how business buys from business there will be no formal presentations or one-way conversations. This session will feature a panel of marketing experts, who have a variety of backgrounds discussing your specific issues and how to use the principals of the BuyerSphere in your everyday marketing initiatives.  Everyone will be encouraged to join in the conversation; the more you share in this session the more you will again in new ideas and strategies.

Case Study: Marketo’s Secret Sauce for Demand Generation: How We Use the BuyerSphere to Drive Revenue
Presented by Jon Miller, Marketo

Marketo is the fastest growing vendor in the hot marketing automation space. In this practical case study, see how Marketo uses BuyerSphere concepts to build awareness, develop trust, drive leads, and increase revenue at every stage of the revenue cycle.

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Event Speakers

Gord Hotchkiss, President & CEO, Enquiro Search Solutions

In understanding search user behavior, no one is a more respected voice than Gord Hotchkiss. He and the research team at Enquiro have built a solid reputation as the leading experts in understanding not only what happens on a search portal, but also “why.” Gord's voracious personal curiosity extends into areas as diverse as neurology, psychology, genetics, sociology and anthropology – always with the goal of understanding why we do the things we do and what that means for marketing strategy.

In addition to being the CEO and co-founder of Enquiro, Gord is the past Chairman of SEMPO, a columnist for MediaPost and Search Engine Land, a regular presenter at industry shows and a popular keynote speaker.

Graham Mudd, Vice President, Search & Media, comScore

Graham Mudd manages and develops client relationships with a number of prominent Internet companies in the search and media sectors, including Google, Fox Interactive Media, Hulu, Disney and Glam Media. He is a highly experienced marketer and industry analyst, having spent eight years directly and indirectly growing major technology brands.

Graham joined comScore in 2002 to lead the company’s marketing communications function. In this role, Graham spent two years researching and reporting on major trends in Internet usage including the rise of social networking and the growing importance of search. In 2004, Graham began managing client relationships with a number of blue-chip online retailers, including Gap, Best Buy, HP and Wine.com. Graham left comScore in 2005 to attend the Kellogg School of Management at Northwestern University, where he was elected co-chair of the Marketing Club, the school’s largest professional organization. After graduation, Graham joined the product marketing organization at Yahoo!, focusing specifically on Yahoo! Search. While at Yahoo!, Graham led launch marketing and product strategy efforts for a number of successful products and features, including Yahoo! Search’s open initiatives (SearchMonkey & BOSS) as well as SearchScan, a partnership between Yahoo! Search and McAfee. In 2009, Graham left Yahoo! to rejoin comScore as Vice President, Search & Media.

Graham holds an MBA with majors in Marketing, Strategy and Finance from the Kellogg School of Management, Northwestern University and a B.S. with honors from Santa Clara University, with a major in Psychology.

Matthias Blume, Chief Analytics Officer, Covario

Dr. Matthias Blume develops advanced analytics capabilities to help Covario’s large advertising clients better manage cross-media optimization and to drive automated decision management. He invented Covario’s patent-pending Paid/Organic Synergy Score and True ROI assessment both of which are now available in Covario’s Paid Search Insight and Organic Search Insight products.

Prior to Covario, Matthias led targeted marketing, fraud detection, and government R&D projects at Fair Isaac Corporation, Reticular Systems, MESCO Engineering, and the Rockwell Science Center. Matthias earned his PhD in Electrical and Computer Engineering at the University of California, San Diego and a B.S. in Applied Physics from the California Institute of Technology. He has been active in neural network and statistical pattern recognition research for 20 years and has authored over 25 papers, book chapters, and patents.

Patricia Neuray, Vice President National Sales, Business.com

Patricia Neuray serves as vice president of sales, overseeing all aspects of the Business.com sales strategy. She has a proven track record of developing innovative advertiser solutions as well as cultivating sales teams that consistently exceed goals.

Before joining Business.com, Patricia served in a key management role at TMP Worldwide Advertising and Communications (formerly a division of Monster.com.) Prior to that position, she was Vice President of Sales at both Yahoo Search and LookSmart. She has also consulted for several Internet start-ups, advising on sales, business development, search and marketing strategies and implementations.

Patricia’s early career focused on the publishing world. She held several roles at Imagine Media, brokering new partnerships across Western Europe and launching the Mac Addict Network of Websites. She began her career at premier publications like BusinessWeek and Newsweek. 

Leslie Hernandez , Industry Marketing Manager, B2B Markets, Google, Inc

Leslie works with the Google sales team supporting clients & agencies in the business & industrial sector to understand trends and use Google's services to improve their business. She oversees marketing research, strategy and program execution for the B2B marketing practice at Google. She also leads scaled marketing efforts including industry outreach, webinars, and thought leadership. Prior to joining Google in 2007, Leslie was in Argentina on a Fulbright Scholarship studying the geo-political process. Leslie holds a BA in International Relations from Stanford University.

Jon Miller, Vice President Marketing, Marketo

Jon leads strategy and execution for all aspects of corporate communications, demand generation, brand, and product for Marketo (where he eats his own dog food and practices what he preaches). Jon explores best practices in demand generation, lead management, and online marketing in his popular blog, Modern B2B Marketing, and is a frequent columnist and speaker at industry events. Before co-founding Marketo, Jon was a vice president at Epiphany, a CRM strategist at Exchange Partners, and a strategic consultant for Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

Bill Barnes, Executive Vice President, Business Development, Enquiro Search Solutions

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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An Invitation from Google to participate

Marketing is in the midst of a complex transformation. As consumers & businesses get more technologically sophisticated, marketing must adapt. And hearing viewpoints from industry leaders becomes inspiring and empowering, keeping us all better informed and increasingly effective, as the game - and conversation - continues to change. Google and the Wharton School have partnered to create a YouTube brand channel that provides quick perspectives on managing the change. You can find the channel at: http://www.youtube.com/fastforward

Your Involvement - Lights, Camera, Action!

Google is building out B2B specific content onto the channel, and we believe Enquiro’s event is a great forum to gather valuable insights for B2B marketers. The filming is an opportunity to casually, yet insightfully, share perspectives and experiences with a broad, engaged and curious marketing audience. We have engaged a professional video production company to help us gather your insights on film; they will be with us to guide the video filming process.

Key Themes for B2B

• the B2B Marketing outlook for 2010
• economic recovery
• innovation & technology in B2B marketing
• the digital customer
• B2B marketing campaigns pushing the envelope
  

We look forward to seeing you at the B2B Expert Series: Face-to-Face on December 10!

Sincerely,

Leslie Hernandez, Industry Marketing Manager, B2B Markets
Google