Let's face it, B2B marketing is different from B2C. The sales process is complex, the ultimate decision maker is hard to find and there is no place to enter your credit card online. Some of the same online marketing tactics that you are taught in most sessions can be applied in B2B, but in most cases you need to vary your approach. This training session will teach you the tools and tips that will get your B2B company ahead of the curve. We will show you not only how to build the right metrics and exceed your goals, but how to make yourself an irreplaceable asset with this conference designed specifically for B2B professionals.

This B2B Online Marketing Training includes:

Driving Qualified Traffic with Paid Search

• Connecting the online and the offline
• Using search for awareness and demand generation
• Building your bidding strategy

Driving Conversions with Paid Search Traffic

• Creating compelling landing Pages
• CRM Integration
• Collaboration with sales to prioritize leads

Organic Search

• Selecting targeted keywords
• Building links

Social Media

• Using social advertising to grow reach
• Engaging with your audience
• Tracking social media

Display and Retargeting

• Building brand awareness
• Driving demand generation
• Maximizing ROI

Instructor:
Lauren Vaccarello, Director of Search, Display and Social Advertising, Salesforce.com

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Getting started with an SEO initiative can be quite intimidating. Attend this training session and allow Mark and Josh to introduce to you the fundamental principles of SEO, and lay out practical methods of instituting a successful effort, when you "get back in the office on Monday". This no-nonsense, intimidation-free training is a wonderful way to kick off the SES conference, and ensure that you walk away with actionable information on how to perform keyword research, how to evaluate site structure for SEO friendliness, how to review the competitive landscape, how to incorporate social channels, how to write effective title/meta tags, how to incorporate linking (internal and external) into your programs and how to evaluate and measure success.

Instructors:
Josh McCoy, Lead Strategist, Vizion Interactive
Mark Jackson, SEW Expert & President/CEO, VIZION Interactive

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How to Develop and Set a Local Plan into Action

Who should attend:
While the title starts with "101", participants should include individuals who are responsible for Search Marketing, Sales and Revenue for your organization. This session is designed for the beginner and advanced both, as we will provide a solid background of the Local opportunity based on research and move through to advanced Local online and offline integration strategies.

What you will learn:
With the Digital local advertising market expected to double by 2014 to $35 billion* have you incorporated Local into your integrated strategy? Session participants will emerge with a better understanding of the local landscape and be better equipped to develop strategy and action plans to tap into this important lead and sales source. (*source: The Kelsey Group)

The course will provide an overview of these localization strategies and supply concrete examples of best practices utilized by small SMBs and Fortune 500 brands.

Materials will cover:

• Trends, Usage, Demographics
• Strategy & Integration
• Social, Local, Mobile
  • Integration
  • Structure to address within the organization
  • Importance and priority of the various media outlets:
    • Internet Yellow Pages
    • Mapping/Direction Sites
    • City Guides
    • Search Engines
    • Social Platforms
• Metrics and Measurement
  • Attribution
  • Online research - Offline purchase

With over 80% of consumer transactions happening within 15miles of the home or office, you owe it your company to applying the knowledge gained from the session into an action plan to enhance your overall marketing efforts.

Instructor:
Gregg Stewart, President, 15miles

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Social PR can be one of the most influential SEO dynamics with the right mix of optimizing, publicizing and socializing. Once you have learned about the fundamentals of Public Relations, the next step would be to optimize your copywriting strategies to help maximize the online Search, Social and PR results.

In the workshop we will cover:

• The fundamentals of Online PR and Optimized Copywriting
• Best practices and how to apply them
• Tips on how to maximize online PR and Social Media strategies
• Tips on headline, titles, subhead and description writing for networks like Facebook and Online PR
• Where to find inspiration when you have online copy writer's block
• Guidelines on how to write for search and social media for more visibility
• A checklist of what to optimize and how to do it
• How to apply the optimized copywriting to social media
• Real life examples of how to write for the journalist, social media, search engines and direct to your target
• Discovering online PR and copywriting tools for writing, measuring and tracking
• Measuring online PR for success and how to best report bottom line results to the executive team in the boardroom

Instructor:
Lisa Buyer, President & CEO, The Buyer Group

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More people check Facebook each day than listen to the radio or read a newspaper. If you aren't harnessing the power of social media you are missing out on a tremendous opportunity. Many businesses jump into social media without a clear path to success or an evaluation of all of the alternatives. Learn how to approach social media strategically, best practices and case studies that will put you on the path to success. Success in social media isn't as easy as it used to be - with an average person on Facebook connected to almost 200 people and pages your marketing needs to stand-out to make a difference.

In this session you will learn:

• The steps to building a successful social media marketing plan
• An overview of over 20 social media tools that you can use for your business
• A deep dive into the 5 power social media tools - Facebook, LinkedIn, Blogging, YouTube and Twitter
• How to judge success and measure results
• Best practices and examples of success

This session is for:

• Marketing managers
• Internet marketing managers
• Business owners
• Social media practitioners
• Businesses new to social media
• Businesses not getting results from social media
• Businesses looking to take their social media to the next level

Instructor:
Krista Neher, CEO, Boot Camp Digital

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A search-engine friendly website is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. In order for a site to be search-engine friendly, it must meet the needs of crawler-based search engines and your site's visitors.

Ultimately, the site must be profitable for the website owner. Can a single site satisfy all of these groups? Yes it can... if you have the right architecture, navigation design, and page layouts. In this 4-hour training session, attendees will learn the whys, whats, and hows of architecting a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

Who should attend?
Anyone who designs and promotes websites as part of their work should attend this workshop!

For new and experienced marketers: Whether you are a new marketer or a seasoned veteran, this workshop will help you take your campaigns to the next level of effectiveness. (HTML knowledge is not required.)

For new and experienced web designers: Minimize advertising expenses by creating search-friendly and cost-effective website designs. Learn how to avoid common pitfalls early in the design and architecture processes.

After attending, you will be able to:

• Architect a website that satisfies both your site's visitors AND the search engines
• Create and maintain a successful information architecture - learn what SEMs don't know
• Understand the role of keywords in site navigation
• Effectively place targeted keywords on web pages, graphic image and video files
• Avoid common (and costly) architecture, navigation, and design mistakes
• Implement proven techniques and strategies for long-term results

Agenda
Session 1: Redefining search-engine friendly design

• What it is and is not
• Why architecture and design are important for search engine visibility
• Fundamental building blocks of SEO
• 5 most important website design principles
• Findability and information scent

Session 2: Information Architecture and SEO

• Information architecture vs. site architecture
• How to group and organize website content
• Keywords and information architecture
• Dos and don'ts: labeling content (web pages, images, videos)
• URL (web address) structure
• Common IA pitfalls

Session 3: Navigation Design and SEO

• Purpose of navigation
• Defining navigation scheme components
• Keywords, navigation, and other page interlinking
• Best and worst site navigation systems (with examples)
• No choice? Site navigation workarounds

Session 4: Web Page Architecture

• Types of web pages and how to optimize them
• Other types of search-engine friendly links
• Assigning navigation and other links to page types
• Dealing with duplicatecontent - best practices

Instructor:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

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