ABM's Executive Forum

November 11, 2013 - November 12, 2013

Trump International Tower
Chicago, IL


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CEO Roundtable: Corporate Structure and the New B-to-B Matrix

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11/14/2013
Moderator:
Matt Kinsman, VP of Content and Programming, ABM
Panelists:

Bill Carter, CEO, ALM
Ed Gillette, President & CEO, Scranton Gillette/SGC Horizon
Kerry Gumas, President and CEO, Questex Media
Marion Minor, CEO, Specialty Information Media
Dan Oswald, CEO, BLR
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The business-to-business media and information industry continues to adapt to the new realities of serving our end-user and marketing customers. While estimates vary dramatically about emerging business models and the revenue we can expect to see, there are clearly visible trends that will significantly affect every b-to-b media and information company regardless of size or market—the only question is to what degree.

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Agenda Highlights

CEO Roundtable: Corporate Structure and the New B-to-B Matrix

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Data, Audience and the Rise of Pay-for-Performance Marketing

We’ve seen the rise and the fall of lead generation due to commoditization. Now, the ability to gather customer data and deeply target vertical markets is sparking a third act for lead generation, including pay-for-performance models in which publishers and agencies are paid when a new lead or customer is passed on to the marketer. This session focuses on how b-to-b companies are enhancing their marketer relationships with data-rich customer information, how marketing automation, pay-for-performance campaigns and programmatic buying are changing the sales game, and what your sales and marketing services teams need to do to adapt and deliver, including new pricing strategies that properly value leads and data for media companies, managing client expectations and best practices for leading customers “through the funnel.”

Who Should Own the Integrated Database?

The key to a successful marketing and advertising business is increasingly driven by the integrated database. Yet, the creation of an integrated database forces a new set of issues with disseminating that data across the enterprise and breaking down the silos of past ownership. This session delivers a step-by-step how to for consolidating databases to identify customer behavior and position that audience more attractively for marketers, including who owns the database and how that information is distributed effectively throughout the organization, as well as setting usage rules for customers and colleagues.  

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