2010 ECSB Summit > What To Expect

Monday, June 7, 2010 Tuesday, June 8, 2010 Wednesday, June 9, 2010 Marketer of the Year

Time	Activity/Description
7:45am to 9:00am	Breakfast
9:00am to 10:15am	ECSB Marketing & Sales Essentials Presented by: Stephen Smyth, CEB Executive Advisor, Enterprise Council on Small Business Whether you're new to the industry or just want to brush up on your skills, take an in-depth look at what makes up this unique segment and learn the fundamentals required to hit the ground running. Gain useful tips, industry insights and effective strategies you can use to target the small business market and reach your maximum potential.
10:15am to 11:30am	Powerful Partnerships Presented by: Julie Cassidy, Consultant, Enterprise Council on Small Business & Heidi Tucker, Vice President of Business Development, Hoover’s Often measured by the company we keep, building strong relationships and networks with like-minded professionals is one of the most effective ways to target the small business market. See how organizations who sustain solid partnerships are finding success in numbers and gain insights into building networks that can strengthen your own business.
11:30am to 12:00pm	Lunch
12:00PM to 1:00pm	Intuit: Proving Marketing’s Metal Beyond Demand Generation Presented by: Parker Trewin, Director, Marketing Communications, Genius.com & Laura Guntren, Marketing Manager, Intuit Payment Services Division In today's new world of B2B buying, generating thousands of leads is not enough to prove marketing's impact on sales performance- you have to deliver topline results. Today's marketers are challenged to generate more qualified leads and efficiently deliver them to sales. In this case study based session, you’ll see how Intuit leveraged new processes and technologies to overcome market stagnation and build a rock-solid, predictable marketing engine that delivered topline results for sales and better customer service to the Point of Sale Customers. As part of this how-to session, Intuit will detail how they were able to transform marketing challenges into record sales results, growing revenues by over 100% while reducing their lead acquisition cost by almost half.
1:00PM to 2:00pm	Community Marketing: Lessons from the Inside Presented by: Jay Hallberg, Vice President of Marketing, Spiceworks Marketers increasingly need to "fish where the fish are" and participate in their target market's preferred online and offline communities as opposed to trying to "host their own party". Fueled by social media, these rapidly growing and evolving communities present new opportunities - and new challenges - to B2B marketers in particular.
2:00PM to 3:00pm	Small Business Aggregators: How to Amass the Small Business Market Moderated by: Jim Blasingame, President, Small Business Network The small business market is fragmented, and the owners wear many different hats, therefore, it is difficult, but not impossible to amass them. This session, moderated by Small Business Advocate Jim Blasingame will explore tactics for aggregating small business owners together, online and offline, by discussing effective strategies from those that do it best.
3:30pm to 4:30pm	Small Business Marketer Of The Year Presented by: Jeffrey Berry, Senior Vice President, Enterprise Council on Small Business The votes are in and the time has come to reveal the top five marketers of the year. Showcasing the year's most successful small business marketing campaigns and the people behind them, we'll explore the unique combination of timing, creativity, effective messaging and determination that helped produce winning results. Featuring: CDW: Lauren McCadney, Senior Manager, Small Business Segment Marketing Cisco: Rick Moran, Vice President Marketing Small Business RIM: Alain DeSouza, Senior Manager, Market Development TD: Julie Buchan, Manager, Service & Distribution and Communications Allstream: Dean Beleyowski, Director of Marketing & Strategic Planning
4:30pm to 5:00pm	Marketing Talent Management Presented by Andy Armstrong, Practice Manager, Corporate Executive Board In the current competitive climate, every angle for potential differentiation has to be explored – differentiation on price, product/service, marketing mix, etc, isn’t enough (though it is necessary) – your marketers need a deep understanding across all fundamental marketing capabilities, and how to use the tools at their disposal – customer insight tools (surveys, etc), marketing planning, etc – to extract every opportunity for differentiation (or “discovery” of differentiating opportunities). Problem is – more than 2/3 of marketers don’t actually have a marketing background…we’d argue that a lack of foundational marketing knowledge actually causes differentiation opportunities to be overlooked or discarded. Companies that invest in foundational marketing capabilities win.
7:00pm to 10:00pm	Poolside Opening Reception

Time	Activity/Description
7:45am to 9:00am	Breakfast
9:00am to 10:15am	Demystifying Experiential Marketing Presented by: Jeffrey Berry, Senior Vice President, Enterprise Council on Small Business As we exit the recession, many enterprise companies are looking for creative ways to attract and retain their small business customers. Pair this with the fact that the digital media shift has made it easier than ever before to reach a large audience, but harder to really connect with this audience and build a relationship. Considering these dynamics, it is critical that marketers create positive experiences and real connections between their brands and small business owners. During this session, we will define what an ideal experience is from a small business owner's perspective, and outline the critical elements you need to focus on in order to make these critical connections.
10:15am to 10:45am	Break in the MarketPlace
10:45am to 12:00pm	Making the Small Business Connection Presented by: Jeffrey Berry, Senior Vice President, Enterprise Council on Small Business This session will explore the critical elements of an ideal small business experience. ECSB will prioritize these elements and outline action plans for incorporating these elements into the experience your small business customers have with your brand.
12:00pm to 1:30pm	Networking Lunch
1:30pm to 2:45pm	Straight from the Source – Small Business Panel Moderated by: Stephen Smyth, Director, Member Strategy, Enterprise Council on Small Business Getting inside the head of the small business owners and applying that information directly to your future strategies can make a world of difference for your message's impact. We've rallied a group of small business owners to join our panel discussion and provide first-hand insight into their decision making process, their likes and dislikes, and what motivates their purchase decisions.
2:45pm to 3:13pm	Break in the MarketPlace
3:15pm to 4:15pm	A Fireside Chat with Word of Mouth Gurus Featuring: Anita Campbell, Small Business Trends & John Jantsch, Duct Tape Marketing Moderated by: Julie Cassidy, Consultant, Enterprise Council on Small Business Small business owners have always relied on word of mouth for information to help them make sound business decisions. However, over the past few years, new technologies have changed the way business owners communicate with one another. During this panel, two market experts will lead us through a discussion of both traditional and digital word of mouth to explore how they spread through the small business market. We'll also discuss tips and tricks on how marketers can infiltrate and influence this powerful channel.
4:15pm to 6:00pm	Wine & Cheese Reception in the MarketPlace
8:00pm to 11:00pm	Reception at BLUSH – Wynn Las Vegas

Time	Activity/Description
7:45am to 9:00am	Breakfast
9:00am to 10:00am	Optimizing the New Media Experience Presented by: Jeffrey Berry, Senior Vice President, Enterprise Council on Small Business Now that we have an understanding of how small business owners are reacting to these changes and are adjusting the methods in which they conduct business, we can examine what this means for marketers. We'll explore all possible variables and show you how simple shifts in your strategy can dramatically improve your response in this market.
10:00am to 10:15am	Break in the MarketPlace
10:15am to 11:30pm	Learn from the Best Featuring: Linda Craenen, Director, Small Business Marketing, TELUS Alain DeSouza, Senior Manager, Market Development, RIM Richard A. Segal Jr., Chief Executive, North America / Global Practice Leader – B-to-B, GyroHSR Birger Steen, Vice President, Worldwide Small Medium Business & Distribution, Microsoft Denise Yunkun, Director, Small Business Marketing, FedEx Moderated by: Jeffrey Berry, Senior Vice President, Enterprise Council on Small Business Those who do it best create the perfect business model for their peers to follow. The industry’s top leaders will gather for a panel discussion to sum up the day’s learning’s and share their industry experience. Gain direct knowledge and gather strategies for leveraging this information to translate it into your own winning campaigns.
11:30pm to 12:00pm	Next Steps Presented by: Jeffrey Berry, Senior Vice President, Enterprise Council on Small Business Wrapping up our event, the Executive Council on Small Business will look to the year ahead and provide insights into leading trends and forecasts for the small business segment. Drawing from lessons gained throughout our agenda and offering constructive direction for moving forward and making your mark.

Small Business Marketer of the Year Award: The Top 5 Finalists

Thank you to everyone who submitted an award entry, and congratulations to our top 5 finalists. Each campaign was evaluated based on small business insight, value proposition, uniqueness, integration, and results.

We are pleased to provide you with an overview of the top 5 campaigns:

ALLSTREAM HOSTED PHONE SYSTEM
Allstream's Hosted Phone System was launched in 2009 and the campaign was designed to jump start the adoption of the new service. Key objectives were to increase the number of leads in the sales funnel, acquire new Hosted Phone System customers and drive small businesses to its hosted microsite, Twitter and FaceBook accounts, and small business website. It targeted verticals that were less affected by the economic downturn: Insurance, Finance, Legal, and Medical and Social Services. Allstream achieved stellar results, one of which being new leads up 975%.

CDW + SPICEWORKS - THE YEAR OF SOCIAL MEDIA ENGAGEMENT
CDW knew that SMB tech buyers were typically the sole people within small businesses responsible for purchasing, but that reaching them would be a difficult task. CDW set out to increase awareness, consideration and purchase by engaging with small business IT decision-makers through a partnership with Spiceworks, which had assembled the largest community of SMB IT professionals. This campaign exceeded all expectations for social media.

TD CANADA TRUST WEBINAR WORKSHOP
TD's objective was to develop a webinar workshop series to provide relevant value-added advice and support to customers and prospects. They also aimed to demonstrate that TD supports small businesses while positioning the bank as a provider of expertise and help. TD's strategy was rooted in small business insights and it earned credibility by partnering with credible subject matter experts who were able to co-market the events with TD. TD extended the reach of the webinars through the use of social media.

RIM THE ULTIMATE POWER TOOL
Small businesses in field services (construction) were not aware that the BlackBerry smartphone offers a 'Push to Talk' feature; therefore, RIM set out to broaden awareness of this specific feature, to a targeted segment of the small business market. By partnering with Home Depot, it was able to gain direct access to contractors and push out a video promoting the product that eventually went viral.

CISCO HEROES OF SMALL BUSINESS INITIATIVES
Cisco set out to ensure it entered the consideration set for small businesses looking for a technology provider by enabling resellers to leverage Cisco marketing content to generate demand in their local markets. Since small business owners are highly influenced by their peers and local experts, Cisco enabled its VARs to fill this gap and utilized images of other business owners to speak on its behalf.

Join us at the 2010 ECSB Summit where we will be announcing the winner of the Small Business Marketer of the Year Award : https://www.smbm.executiveboard.com/Public/2010Summit.aspx

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