Silverpop B2B University
B2B Marketing University - Washington, D.C.
Do you have what it takes to excel in the
new B2B marketing environment?
B2B Marketing University
Join us and take your game to the next level.
The Westin Grand • Washington, D.C. • March 3, 2010

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About B2B Marketing University

B2B Marketing University is a series of educational seminars designed to help B2B marketers stay ahead of the curve and excel in the changing B2B marketing environment.

The series provides serious, world-class marketing education and leading insights around best practices and innovation for topics at the top of today's B2B marketers' agendas.

B2B Marketing University will deliver key insights and strategies that are critical to succeeding as a B2B marketer in the current environment.

And the best part is that B2B Marketing University is free of charge to qualified B2B marketers. It's being underwritten by Silverpop, and we promise 100% pure education for serious marketers – no product pitches, just learning.


This event series is coming to the DC Area with a live, half-day session that kicks off with lunch followed by four course modules designed and taught by leading B2B marketing experts (see below for details). And the event will finish with a roundtable discussion (over cocktails and hors d'oeuvres) with B2B marketers that have experience tackling the 'brave new world' of modern B2B marketing.

Topics covered will include:
  • Building multichannel demand generation programs, leveraging dynamic campaigns
  • Developing and leveraging lead-scoring models for lead routing and lead nurturing
  • Finding cohesion between inbound/social and outbound/nurturing marketing activities
  • Implementing lead-management strategies and systems
  • Improving sales/marketing alignment
  • Managing marketing accountability and ROI
  • Understanding and leveraging “buyer dialogue” context to improve content and campaigns
Presenters and panelists will include:
  • Jep Castelein, Principal Consultant, LeadSloth
  • Amanda Stevenson Greene, Director of Marketing Operations, Blackboard
  • Carlos Hidalgo, President, The Annuitas Group
  • Eric Lecky, VP, Commercial Marketing, ICF International
  • Mac McInstosh, President, Acquire B2B
  • Adam Needles, Director of Field Marketing,  Silverpop
  • And others TBA


Wednesday, March 3, 2010
12:00 — 7 p.m. EST

The Westin Grand, Washington, D.C.
2350 M Street N.W.
Washington, D.C. 20037


12:00 - 1:30 p.m. Lunch, Opening Remarks and
Module 1 – A New Strategic Direction for B2B Marketing – C. Hidalgo
1:30 - 2:00 PM
Coffee break and networking
2:00 - 2:45 PM Module 2 – Building out your B2B Marketing Infrastructure – J. Castelein
2:45 - 3:30 PM Module 3 – Field Marketing 2.0: A Cross-functional Approach – A. Needles
3:30 - 4:00 PM Coffee break and networking
4:00 - 4:45 PM Module 4 – Achieving Buy-in and Alignment with Key Constituents – M. McIntosh
4:45 - 5:30 PM Closing roundtable – "Insights from the Trenches: Marketers’ Best Practices and Greatest Challenges" – A. Greene, A. Needles, E. Lecky
5:30 - 7:00 PM Cocktails, hors d'oeuvres and networking


As indicated above, this event is being offered free of charge for qualified marketers. 


Silverpop has partnered with leading B2B marketing experts to produce this event series and has asked them to just teach, with no product pitches or underlying agenda. You also can expect the same from the Silverpop team. B2B Marketing University is focused on 100 percent pure education for serious marketers.

Our partners for the DC-area event include:


Annuitas Group

Marketing Profs


For more information on the series, other partners or to view the dates and locations for other B2B Marketing University events, visit the series' home page.