Digital Marketing: Many Options, But Where To Go?

Reach your prospects the way they want with marketing and communication programs.

70% of the buyer’s journey is complete before a buyer even reaches out to sales. Buyers don’t want to be prospected, or demoed, or closed. The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.

Three panelists will show how using a variety of marketing communication tactics will attract prospects and retain your customers.

Utilizing video is a way to engage your audience on their journey to your business. While the rise of video isn’t exactly a secret, it has been traditionally associated with a high barrier to entry, questionable ROI and somewhat heavy investment in terms of time and resources.

Angela Pitter will discuss why businesses need to use videos and provide examples of various types of video focused on your buyer’s journey that caters to their needs, and ultimately leads to increased revenue. 

Adam Ritchie will share how to bring complex business concepts into the mainstream by pegging them to trends in pop culture. He specializes in the inventive and transformative qualities of PR, which can be the foundation for digital promotion.

Jaime Kaufman will outline a major multi-channel marketing program in development at Sanofi involving user research, social listening, SEO, and analytics. As a member of the HubSpot user group, she will show how small companies can take advantage of the powerful marketing automation platform.

The panel discussion will help you to:

• Understand the menu of marketing tactics you can choose from to grow your business.
•  Decide what tools are best for your prospects
• Weigh what options will be efficient and cost-effective

Agenda:

6:00-7:00 PM – Registration & Networking

7:00-7:10 PM – ENET Chairman’s Announcements

7:10-7:25 PM – eMinute PITCH – up to 3 startups give a 90-second elevator pitch

7:25-8:15 PM – Expert speakers on the night’s topic

8:15-8:30 PM – Q & A

8:30-9:00 PM – Final networking, including meeting speakers

Speakers:

Angela Pitter, CEO, LiveWire Collaborative

Angela is Founder and CEO of LiveWire Collaborative, a digital marketing consultancy. LiveWire Collaborative helps business owners and executives to tap into digital marketing solutions that unleash their brand’s full potential. She’s known for building comprehensive solutions that expand and strengthen customer engagements. Services at LiveWire Collaborative include: Online Strategy Development and Implementation for mid-size businesses, Social Media Training for corporations or organizations, one-on- one Executive Coaching, Social Media Analysis, as well as Facebook Ads and Email Marketing.

Angela was recently featured on Chronicle’s, WCVB-TV social media segment, has spoken at events including the Massachusetts Conference for Women, CWE Women’s Business Leaders Conference and General Assembly.

Previously, Angela spent 20+ years in high-tech and brings extensive experience
leading global teams and products to the market. She holds an M.S. in Administration and B.S. in Computer Engineering. Follow her on twitter: @angelapitter

Adam Ritchie, Founder, Adam Ritchie Brand Direction

Adam founded Adam Ritchie Brand Direction in 2007. His practice has attracted clients on four continents, spanning 20 categories from treadmill desks to cybersecurity. A Swiss Army knife of marketing, Adam brings out the best in brands by helping them grow, communicate and make the right moves.

He has appeared on NPR, MarketWatch and The New York Times, and his work has been recognized with every award in the public relations industry.

Follow his agency on Twitter and Instagram: @aritchbrand

Jaime Kaufman, Associate Director of Digital Marketing, Sanofi Genzyme

Jaime Kaufman is the Associate Director of Digital Marketing for Rare Blood Disorders at Sanofi Genzyme. Her main goal for 2020 is to lead the strategic creation of an omni-channel digital presence and platform implementation for Rare Blood Disorders.  

Jaime has more than 14 years of varied marketing experience which includes digital marketing strategy, marketing automation implementation, website development and management, customer resource management (CRM), media buying and social media strategy. She has a record of substantial impact at Oxford Immunotec, International Data Group (IDG), and the New York Public Library.

Jaime is an active member of Boston’s HubSpot User Group, a community of inbound digital marketers that meets quarterly to discuss digital marketing trends and learn about best practices.  

Moderator:

Howard Sholkin, Sholkin Consulting

Howard Sholkin has several decades of marketing communication experience across industry sectors. Since 2018, he has served as President of Newton Community Pride, a non-profit supporting a few dozen events in the city where he is a lifelong resident. In 2014, he formed Sholkin Consulting to deliver digital marketing services to technology and financial services companies. He also served on the adjunct faculty of Boston University and Lasell College for five years.

In 2003, he was hired as director of corporate communications at International Data Group (IDG) where he served Founder Pat McGovern. Sholkin later became director of communication and marketing programs for the CEO of IDG Communications, a global technology media and events subsidiary. IDG brands include Computerworld, PCWorld, Macworld, and CIO. Sholkin has held senior marketing and communication positions at technology product and services companies such as Computervision; Technology Concepts, a subsidiary of Bell Atlantic; Corporate Software; and, Digital Equipment Corp./Compaq. He was a columnist for PR News and for Personal Branding magazine, one of the first publications on social media.

Since 1990, Sholkin has been active in the Public Relations Society of America (PRSA) where he once served as president of the Boston chapter.  Currently, he is co-chair of the national PRSA Investment Committee. He serves on the boards of three non-profits: Newton Community Pride, Boston Entrepreneurs Network (ENET) and Temple Shalom of Newton.

Co-organizer:

Millie Kwan, President, The WSI Touch

Millie Kwan is Founder and President of The WSI Touch (thewsitouch.com), a digital marketing agency that has been serving small to medium-sized businesses in Greater Boston since 2009. Millie has over 20 years’ experience in IT development, management, education and research. She received her Doctor of Business Administration degree from Boston University and M.S. in Computer Science from Washington University in St Louis. She has taught at Babson College, University of Hong Kong and Boston University. She has published research on knowledge management, process redesign and workflow management. In her early career, she specialized in the field of library automation and has led the implementation of various library systems for the University of Rhode Island, the HELIN Library Consortium of Rhode Island, and Washington University in St Louis. Millie currently serves as Chair of Boston ENET.