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Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006
1. Mplanet Summary: Overview of the Sessions
(9 min.) |
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Nancy Costopulos, Chief Marketing Officer, American Marketing Association
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| Outlines the key topics and issues marketers face today & how Mplanet sessions address them... |
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2. Doing More with Less
(10 min.) |
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Tom French, Senior Partner, McKinsey & Company |
| A discussion of how proliferation in an array of market forces and trends poses new problems for marketers, then suggests... |
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3. Marketing Metrics: The Metric You May Be Overlooking
(11 min.) |
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David Reibstein, William S. Woodside Professor of Marketing, Wharton School of Business |
| Why traditional marketing metrics are no longer enough…. must tie marketing activities to financial consequences... |
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4. eBroadcasting: A New Medium for the Age of Content Overload
(10 min.) |
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Jesse Wacht, Co-founder, President, MentorU eBroadcast Systems |
| Explores new communication mediums (like this show) for today’s marketers, designed to reach today’s busy audiences… |
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5. Business is Booming: How Baby Boomers are redrawing the landscape
(9 min.) |
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Dr. Carol Orsborn, Senior VP and Co-Chair FH BOOM, Fleishman-Hillard |
| Discusses some fascinating aspects of marketing to the baby boom generation... |
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6. Getting started with CIM: The Customer Interaction Model
(10 min.) |
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Jeff Schumacher, Partner, McKinsey & Company |
| Explains how the Customer Interaction Model can be used to control costs, boost customer value, and reach new markets... |
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7. Innovation in Marketing
(11 min.)
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Kathie Thomas, Senior Partner & Co-Chair FH Innovation, Fleishman-Hillard |
| Discusses how marketers can foster and leverage innovation to achieve better results. |
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8. How Sony is Reaching Customers through Emerging New Media
(10 min.) |
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Mike Fasulo, Sony Electronics, Chief Marketing Officer |
| Learn how Sony is letting the customer drive the kinds of communication they have with Sony. |
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9. Measuring ROI for B2B Marketers, Part 1
(9 min.) |
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Jim Lenskold, President, Lenskold Group
& Ellis Booker, Editor, B toB Magazine |
| Discussion of Marketing ROI, of current issues and trends in B2B marketing metrics. |
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10. Measuring ROI for B2B Marketers, Part 2
(10 min.) |
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Jim Lenskold, President, Lenskold Group
& Ellis Booker, Editor, B to B Magazine |
| More discussion of Marketing ROI with a focus on what to measure. |
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11. Marketing with New Media
(11 min.) |
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Paul Woolmington, Founding Partner, Naked Communications |
| A fresh perspective on how marketers can respond to the emergence of “new media.” |
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12. Why the Customer Experience is More Important than Ever
(10 min.) |
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Scott Bush, Maritz Research, Chief Marketing Officer |
| Explains how today’s marketers can use a “customer experience strategy” to drive customer loyalty, retention, and revenue... |
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13. Why the move to eBroadcasting is Easier than You Might Think.
(9 min.) |
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Jesse Wacht, Co-founder, President, MentorU eBroadcast Systems |
| Explains how companies can leverage current communication assets to make the transition fast, easy, and even fun. |
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14. The Ultimate Team Effort: Customer Message Management
(10 min.) |
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Tim Reisterer joins David Kinard, Co-hosts of Marketing Matters Live! |
| Highlights of Mplanet2006 and how Customer Message Management practices address many of the themes that emerged at the conference. |
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15. Making Sales Enablement Topic One
(11 min.) |
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John Aiello, CEO, The Savo Group |
| Eighty percent (80%) of what marketers produce is NOT used by sales forces – explains how to turn that problem around. |
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16. Innovation for Customer Value: The only kind that matters
(10 min.) |
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Michael Treacy, Co-Founder & Chief Strategist, GEN3 Partners |
| Discusses real-world examples that show how a methodical approach to innovation – and a focus on areas that affect the buying process – can make the difference. |
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eBay reveals how eBroadcasting has enabled the company to more easily build one of the world’s most loyal customer communities.
Play Interview (6 minutes + 2 minute summary)
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Learn how eBroadcasting can help you simplify prospecting, selling, customer service, and channel sales – by more effectively sharing knowledge with customer audiences.
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