Agenda
Agenda Subject to Change
Monday, May 12th, 2008: Pre-conference day
Warrillow University: Marketing to Small Business 101
Registration: Claudius Ballroom: 8:00 am - 9:00 am
9:00 am - 12:00 pm Presented By
Marketing to Small Business 101 is a half-day crash course in the basics of marketing to small business. This is essential training for
managers who are new to marketing to small business. You’ll learn how to:
- Segment the small business market into actionable, homogeneous groups
- Message to small businesses
- Go to market to get the best bang for your marketing buck
- Build trust among the SMB market, to close more sales and keep existing customers loyal
Packed with examples from winning companies like Paychex, Intuit and Salesforce.com, this session is a must for new managers who have been
marketing to small business for less than one year and need to get up to speed quickly.
Please note: Space for Warrillow University is strictly limited to the first 75 registrants, so please sign up for this session early to avoid being disappointed.
Exhibit Market Place Open
12:00 pm - 5:00 pm
Registration: Tiberius Ballroom
12:00 pm - 5:00 pm
Welcome Lunch
11:30 pm - 12:00 pm
The Top 25 Warm-Up Circuit
12:00 pm - 5:00 pm
The Warrillow Summit is a workout for your brain and this is your warm-up. We’ve handpicked some of the smartest industry leaders with the most
interesting new solutions and asked them to challenge you in a rapid-fire series of sessions. Each session leader will give you their five best
tactical ideas for marketing to small business, designed for you to put to work on Monday morning. In just four fast-paced hours you’ll walk away
with 25 tactical takeaways. You can pick any five of the sessions below, and you will have your mind firing on all cylinders and your creative
juices flowing as you begin your Warrillow Summit experience:
- 12:00 pm - 1:00 pm - Top 5 tactics for using Search Engine Market to acquire Small Medium Business customers, Google
- 1:00pm - 2:00pm - Top 5 tactics for using Outbound Telemarketing to reach Small Medium Business, Tele Business USA
- 2:00pm - 3:00pm - Top five tactics for enabling your sales channel to market
to small business,
Paul Goater, CEO, Elateral
View Paul's profile on:
- 3:00pm - 4:00pm - Top five tactics for relating to small business prospects in specific industries, Hoover's & First Research
- 4:00pm - 5:00pm - Five critical elements to unlocking the potential in the small business market,
Denise Hopkins, Vice President, Marketing and Product Development, Experian
View Denise's profile on:
Please note: Space for The Top 25 Warm-Up Circuit is limited and requires that you “opt in” to these sessions upon registration online.
Opening Night Reception
6:30 pm - 9:30 pm Presented By
The Warrillow Subscriber Network community will reunite for a drink or two at The Empress Court, located in Caesars Palace. Catch up with old
friends and make new ones.
Keynote Presentation: LinkedIn: Connecting With Small Business Speaker:
Dan Nye, CEO
9:00 am - 10:00 am
Small-business owners have always relied on trusted advisors to make buying decisions. Now, through LinkedIn and other social networks, small-business owners are
working their professional networks online. As the CEO of LinkedIn, Dan Nye
is leading a revolution in the way small-business owners manage their professional networks.
LinkedIn is helping entrepreneurs nurture and expand their relationships with customers, partners and employees, and has fast become a powerful way for marketers to reach
their small-business target market. Dan’s session will focus on how small-business owners are using LinkedIn and what successful large-enterprise companies can do to
capitalize on small-business owners’ reliance on LinkedIn as a business tool.
Networking Break in the MarketPlace
10:00 am - 10:30 am
Track Sessions
10:30 am - 12:00 pm
The latter half of the morning session is divided into two Track Sessions. The Marketing or Selling Executive
Roundtable track, which is geared towards the more senior executive who can bring examples and best practices to
the table or the Small Business Panel Track where we delve into the mind of a small business owner.
Executive Roundtable Track: In order to promote sharing,
we provide industry exclusivity for our Executive Roundtables. Therefore, delegates are invited to attend this track
it is not open. We apologize in advance that we are not able to accommodate requests to attend this track.
Marketing to Small Business Executive Roundtable: Experiences leveraging new media in
the small business market.
Blogs, Wikis, Discussion Boards, Video, Webinars, SEM, SEO … the list of new media options is endless, but what
tactics are actually affecting the bottom line. This Executive Roundtable track is ideal for executives who want
to exchange best practices for leveraging new media in the small business market.
Sales Executive Roundtable: Successful sales models.
How should you evolve your sales organization in the face of an evolving small business landscape that is increasingly
tech savvy? Participants will be asked to bring their examples of successful sales models (e.g., field sales vs. telesales
vs. partners) and discuss the pros and cons of each approach.
There are THREE choices listed below but delegates can and must only choose ONE
Small Business Panel Track: The role of new media in the voice of the small business customer and selling to small businesses.
The Role of New Media
This track is ideal for managers looking to hear firsthand how small businesses are using emerging media. Each session features a
panel of Small Business Owners corresponding with your target market. Your Warrillow moderator will guide an interactive session around the following:
- How business owners have changed the way they use the Internet in the past year
- How online communities and blogs fit into day-to-day business for the small business owner
- How business owners use the Internet to investigate new solutions for their business
- Business owners will also walk us through real-life examples of new media that clicks – communities that work,
websites that provide real added value in decision making, ongoing account service, education, and other
creative ways of reaching out.
Panel 1: Small Business Owners with 1-19 Employees
Panel 2: Small Business Owners with 20-99 Employees
Selling to Small Businesses
This panel will be devoted to understanding the sales experience from the perspective of business
decision makers in the 2–99 space. Highlights will include
- Real-life examples of great sales experiences
- Optimizing different channel experiences, particularly new mediums
- Understanding what the Warrillow Top Five Attributes of a Salesperson mean in practice, such as "How does a salesperson
demonstrate integrity?", "What does business maturity really mean to the small business decision maker?"
Panel 3: Selling to Small Business Panel
Lunch
12:00 pm - 1:15 pm
A small business owner will host each table at lunch. This is your chance to ask your burning questions of your target market up close and personal.
Panel Discussion: Is old media dead?
1:15 pm - 2:30 pm
-
John Koten, CEO Mansueto Ventures (Inc. Magazine and Fast Company)
- Evan Blank, Executive Director, Multi-Media Business Development, The Wall Street Journal and The Wall Street Journal Digital Network
- Steve Patrizi, Head of Advertising, LinkedIn
- Jim Blasingame, President, Small Business Network
- Jen Howard, Head of B2B Markets, Google
First Annual Warrillow Awards
2:45 pm - 4:00 pm Presented By
We’re excited to be introducing the
First Annual Warrillow Awards honoring achievements in the small business segment with two award categories. The
first award,
Small Business Marketer of the Year, recognizes the team or individual that has created the highest-impact marketing campaign targeting
the small business market over the last year. And the
Small Business Choice Award will be based on a quantitative survey of the small business market.
A panel made up of small business marketing experts will vote on a short list of the best initiatives, based on your results in the small business
market. At the Warrillow Summit, each short-listed nominee will be recognized individually and then join a panel discussion on what it takes to
be successful in reaching the small business market… and one finalist will be crowned the
Small Business Marketer of the Year.
The
Small Business Choice Award represents the most valuable reward of all, the knowledge that the recipient has earned the trust and loyalty of
Small Business Owners. The Choice Award nominees are selected based on results from small business owners through a Warrillow quantitative survey.
The recipient of the award will have the honor of being recognized as a Leader in the Small Business segment.
Wine & Cheese Reception in the MarketPlace
4:00 pm - 6:00 pm Presented By
The exhibit area at the Warrillow Summit will enthuse and inspire you to discover new resources and solutions from leading
vendors to help you reach the ever-growing small business market.
Dinner & Drinks at PURE Night Club in Caesars Palace
7:00 pm - 10:00 pm Presented By
Join the group for an evening filled with exceptional food and music at PURE. Recently ranked as the #1 lounge in the world, for one night
you will have access behind the velvet rope. You’ve got the VIP pass to the hottest party in the city. You will step into an exciting ambiance
in which to network and connect with all of the delegates. With an unparalleled view of the Las Vegas Strip, PURE symbolizes a new standard in
Las Vegas nightlife; you won’t want to miss this event!
Sponsored by MasterCard.
Wednesday, May 14th, 2008
Keynote Presentation: Leveraging the Power of Community to Win the Small Business Market: Speaker: Barry Libert, Author, We Are Smarter Than
Me
9:00 am - 10:00 am
Barry is currently the CEO of Mzinga, a provider of business social networks that help companies improve their performance by leveraging the power of "community". Barry is the co-author of
"We are smarter than me" 2007 Amazon’s editor’s choice #6 business book.
Networking Break
10:00 am - 10:30 am
Panel Discussion: Online communities, fad or fabulous?
10:30 am - 12:00 pm
The pioneers in the world of small business online communities will gather to discuss what works and what doesn’t when it comes to
incorporating Web 2.0 principles in your website. Invited panellists include:
- Christopher M. Litster, Director, Conversion Marketing, Constant Contact
- Russell Rothstein, CEO, Sales Spider
- Lauren McCadney, Senior Segment Manager, Small Business, CDW
- Troy Dye, Capital One, Director, Small Business Customer Management
- Megan Burns, Director, Private Company Outreach IncBizNet, The Networking Community for Private Companies
Networking Lunch
12:00 pm - 1:00 pm
Keynote Presentation: The Power of Social Media for Reaching Small and Medium-sized Businesses: Speaker: Dan Rose, Vice President, Business
Development, Facebook
1:00 pm - 1:45 pm
Dan will discuss how social media has become the new utility for consumers to share information and recommendations. He will provide best practices on how small and medium-sized
businesses and the companies that market to small and medium-sized business can make positive connections with consumers in this new environment and capitalize on its viral potential.
Warrillow Keynote: The Million-Dollar Question
1:50 pm - 3:00 pm
We’ll analyze all of our research in new and old media, talk to experts about what is getting results, survey our members and the small business owners themselves, and tell you exactly how we
would allocate a million-dollar marketing budget. Our hypothetical budget will force us to make the tough trade-offs you make every day, and we will distill our final recommendations to you in an
easy-to-use format for planning your small business marketing next year.
