Beyond the click: Web advertising and marketing trends in the accounting and finance channel.
Original air date: 12/28/06 (27 mins)
Produced in Association with Doubleclick and Bay Street Group Research.
Description
B2B marketing experts deconstruct the purchase decision cycle for accounting and finance professionals. They share experiences for using the Web to maximize brand awareness, brand validation, “further learning,†consultative selling, lead generation and shortening the sales cycle. They also drill intro campaign measurement tools that go far beyond simply counting clicks and other shortcut “McMetricsâ„¢.â€
Moderator
Hank Berkowitz, AICPA Dir. Online Publishing & Business Development
Panelists
Rick Bruner, Research Director, Doubleclick
Tom Greve, National Advertising Sales Director, AICPA
Sukanya Mitra, Managing Editor, AICPA Insiderâ„¢ e-Newsletter Group
Rick Telberg, President, Bay Street Research Group, LLC