How to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion

March 17, 2011 - 2:45pm -- ReadyTalk

How to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion

Jen Doyle (MarketingSherpa) and Kirsten Knipp (HubSpot)

Jen Doyle

Senior Research Analyst at MarketingSherpa covering B2B marketing, social media and search engine marketing (SEO and PPC). She is the Lead Author of the 2011 B2B Marketing Benchmark Report, The B2B Advanced Practices Handbook, and the 2011 Search Marketing Benchmark Reports. Jen is a speaker at MarketingSherpa and partner events, a MarketingSherpa newsletter columnist, blog contributor, and a speaker for MarketingSherpa and partner webinars. Her research has been instrumental in the development of new media marketing practices, including the FUEL methodology for B2B marketing effectiveness.

Prior to joining MarketingSherpa, Jen managed search, social media and direct marketing campaigns for companies in the computer software industry, consumer retail, B2B services as well as nonprofit. Jen has been recognized for her successful experience specifically in the practice of search engine marketing programs targeting a wide variety of audiences.

Kirsten Knipp

Kirsten Knipp is Director of Product Evangelism at HubSpot, an internet marketing software company based in Cambridge, MA. Kirsten manages how HubSpot spreads the word about the value of HubSpot software via content, customer case studies and webinars, social media, analyst and blogger interaction and heavy involvement in sales enablement efforts.

A graduate of Cornell University, Kirsten earned her MBA from the MIT Sloan School of Management, where she focused on technology and marketing and won the Seley Scholarship for Leadership and Contribution.

Category: Marketing