Three pre-Summit Workshops will be held on Wednesday, September 7th from 1:00 pm – 4:30 pm. These are optional and can be selected through the Summit registration process.

Primary Goal

Participants will become familiar with the components of inbound marketing and learn important techniques for developing remarkable content.

Abstract

Traditional marketing approaches like advertising, trade shows, direct mail, and cold calling are becoming increasingly less effective.  Peoples’ attention spans are spread thinly across a wide array of media, making them harder to target and they are getting better at avoiding interruptive messages like commercials and sales calls.  Outbound marketing is getting harder and more expensive.

Conversely, inbound marketing is an approach that uses the Internet to attract quality attention to your web site, generate leads, and convert them to customers.  This workshop will introduce those concepts and delve more deeply into strategies and tactics for creating remarkable content.

Syllabus

Introduction

The first session will provide an introduction/review of the five fundamental components of inbound marketing; content, search engine optimization, social media promotion, conversion and analytics.

Characteristics of Remarkable Content

The cornerstone of inbound marketing is remarkable content. This session will explain exactly which characteristics determine whether or not content is truly remarkable.

Planning Content

It is more important to be consistent than prolific when it comes to content creation. “Planning Content” will cover strategies and tactics for developing ideas for content and establishing an effective publication schedule.

Crafting Content

The heart and soul of this workshop, “Creating Content” will break down the components of any content (title, lead, body and kicker) and explain the role and importance of each. Next, it will cover valuable techniques for creating appealing and engaging content.

Promoting Content

What good is remarkable content if nobody knows it exists? “Promoting Content” will explore some strategies and tactics for actively promoting your content via social media and passively promoting it via search engine optimization.

Wrap-Up

The wrap-up session will feature case studies, questions and demonstrations of some of the tools and techniques discussed.

Agenda

About Jon DiPietro

Jon DiPietro is a Certified Inbound Marketing Professional and author of the upcoming book, “Social Media for Engineers and Scientists.” He is the Founder and Principal of Domesticating IT, an inbound marketing blog and consultancy and holds leadership positions in the International Society of Automation and the New England Water Works Association. Domesticating IT serves clients across the United States, Canada, Australia and Japan. He is a frequent speaker on Internet marketing and social media topics at conferences, workshops, symposia and Chambers of Commerce.

WORKSHOP: Search Engine Marketing: 2011 SEO & PPC Update

By Shari Worthington, President, Telesian Technology

Today’s search engines drive the vast majority of search efforts for automation products and services. A recent survey by Chemical Engineering showed that 94.9% of engineers find search engines very useful/useful. You know that means they’re starting their product and service searches online. In this workshop, we will look inside several advanced search marketing topics, including the latest search engine optimization and pay per click tools, what’s new in Google Analytics, and integrating search and social media. With over 20 years experience in online marketing, Shari’s seen the best and the worst; in addition to pearls of wisdom, she’ll show you the top search marketing mistakes and how to avoid them. The focus is on practical information that you can implement as soon as you get back to the office.

About Shari Worthington

Shari has over 20 years experience creating innovative marketing programs for technology and manufacturing firms. Her award-winning team specializes in developing clear and compelling communications programs for complex technical products and services, from sensors to machine vision systems to MES. Client work includes Intel, Apple Computer, Honeywell, Raytheon, and ABB. Shari is an international speaker on the topics of guerilla marketing, search, and e-marketing. She is an Adjunct Professor at Worcester Polytechnic Institute and co-author of the ISA book, “e-Business in Manufacturing: Putting the Internet to Work in the Industrial Enterprise.”

WORKSHOP:  Simplifying the Professional Services Sales Process

By Patti Harty, Stark & Associates

The economy is changing, the client is more sophisticated, and there is a compelling need for a simple, systematic approach to selling “great” professional services. Most professionals do not see themselves as traditional salespeople.

In the workshop you will learn a simple, effective way to organize a client-specific strategy that leads to the type of sale that you want.

The simple system:

* provides ways to understand your clients and be able to relate to them from their perspective.

* provides ways to identify and understand your clients’ issues and together provide the solution that meets their needs.

* provides ways to understand your clients and become their trusted partner.

* provides ways to earn their commitment, confidently add value and manage the changes that are required.

The program is interactive, no-non-sense, practical and will sharpen and update your skills. Whether you are “new” to sales or an “experienced Pro”, this one is for YOU!

About Patti Harty

Patti Harty, a Senior Associate, has been with Sandler Training | Stark & Associates for 12 years.  Working with business leaders and CEOs who want to upgrade and improve the performance of their sales, sales management, and executive teams, Patti has played a significant role in helping to position Sandler Training | Stark & Associates as one of the top 10 Sandler Training® companies out of some 250 worldwide.

Patti brings thirty-plus years of senior level business and sales experience to Sandler Training | Stark & Associates’ clients. Her experience as a top-grade professional salesperson and a highly successful senior sales manager enable her to bring a real world perspective to clients who are committed to achieving significant sales performance improvements and results.  Patti has been recognized numerous times by Sandler Training® for consistent performance as one of the top sales associates in the worldwide network. For more information about Patti, visit http://www.starkassociates.sandler.com/content/show/62015