Forrester: - Making Leaders Successful Every Day

Event Overview

Direct Marketing professionals will spend approximately $170 billion in the US this year on direct marketing and more than a quarter of that will be spent on direct mail alone. But the role of Direct Marketing professionals is evolving in today's organizations. Many use sophisticated database marketing and analytics techniques that enable them to represent the voice of the customer within their organizations and optimize customer communication across a multitude of touchpoints. This workshop helps participants understand the changing role of direct and database marketing in relation to their overall marketing efforts. Specific exercises help Direct Marketing professionals learn how to assess their organizational readiness to extend and expand their current efforts.

During this full day of presentations, hands-on exercises, and discussions, Forrester analysts will teach you how to:

• Understand trends and challenges in direct and database marketing. There are many ways marketing professionals can implement or better utilize the tools they have to strengthen their marketing capabilities. Identify the core skills and frameworks needed to succeed at direct and database marketing, see how marketers decide which marketing functions to outsource or maintain in-house, and forecast where direct marketing is headed.
   
• Develop your data assets. Well-executed database marketing increases customer engagement, better aligns marketing activity with sales results, and improves marketing efficiency. Learn how to integrate online and offline data sources and establish and maintain value metrics.
   
• Evaluate your technology options. Most approaches to selecting marketing technologies are plagued with market confusion, poor capabilities, and lack of support from a critical partner ¿ IT. Define a winning technology road map that focuses on business value, total cost of ownership, and vendor implementation expertise, while bridging the IT and Marketing gap.
   
• Evaluate your service provider options. Direct marketers frequently rely on external service providers, but the multitude of vendor options across many overlapping submarkets can cause confusion, frustration, and missed expectations. Understand the direct marketing services ecosystem and learn how to find software and service providers who deliver solutions that match your needs.
   
• Build the case for direct and database marketing. Despite having less to spend, marketers can¿t afford to forget strategy and focus on containing costs. Discuss with fellow marketing professionals and analysts how to raise the value and profile of your team within your organization, even during times of economic uncertainty.

Who Should Attend?

Direct Marketing professionals and database marketers

Why Attend?

• Work closely with Forrester analysts. Attendance is limited to maximize client-analyst interaction.
• Understand the trends and technologies that matter most to your role, so you'll be able to make informed decisions and gain a competitive advantage.
• Complete hands-on exercises applying the same methodologies that Forrester analysts use for their own research.
• Network with peers facing similar goals and challenges.
• Leave with an action plan and strategy that will generate new growth for your company.