Class - Hacking B2C Marketing Techniques For HUGE B2B Gains

When: Tue April 22, 2014 6:00 pm


Location: NEW Campus @ Communispace - 290 Congress Street, Boston, MA 02210

Speaker(s): Erika Goldwater, Sheila Lahar, Amber Stevens, Elle Woulfe


Marketing to consumers may seem all glorious and fun, but believe it or not, selling software and services can be too - if you do it right. When you apply B2C techniques to B2B marketing, you’ll give your brand – and your sales – a serious boost. Join four stellar B2B marketers who combine data, behavioral trends and tips from their favorite brands to bring start-up to super star status.


What You'll Learn

We’ll look at how to apply consumer marketing techniques to every stage of the sales & marketing funnel including:

  • Establishing Your Brand Voice – Tell a Story People Want to Read
  • Connecting & Collecting: Links, Press and Buzz
  • Converting web traffic like a media mogul
  • Using data - at every stage – to identify buying signals that boost $$$



290 Congress Street, Boston 02210

Take the elevator to the 7th floor. You will be asked to show a photo ID on arrival.

About the Instructors

Erika Goldwater

Erika Goldwater is a passionate B2B marketer with over 15 years’ experience in demand generation, international marketing and public relations.  At ANNUITAS, Erika drives integrated demand generation, content strategy, thought-leadership and PR.  Prior to ANNUITAS, Erika was the director of marketing for The Marketing Automation Institute and marketing manager, strategic partners and events for Eloqua.  Erika has a BA in journalism from the University of Maryland, College Park and is a CIPP/US.



Sheila LaharAs the Director of Communications at Backupify, Sheila Lahar is responsible for managing Backupify’s relationships with key influencers across the media and analyst community as well as driving inbound traffic through content marketing. In her role Sheila leads the creation and promotion of content through each stage of the buying process.




Amber StevensAmber Stevens is the Director of Marketing at WordStream has 10 years of experience leveraging cutting edge marketing technologies to help build brands and drive demand for both late and early stage start-ups. She caught the start-up bug early, and has been lucky enough to help drive growth that resulted in acquisitions by major market movers like Citrix, IBM and Oracle. 




Elle WoulfeElle Woulfe is the Director of Demand Generation at Lattice Engines..  A digital marketing pro with deep expertise in integrated demand generation, she is equal parts creative wonk and marketing nerd. Just as comfortable defining complicated lead scoring criteria as she is plotting her next content marketing play, Elle spent four years running top of funnel demand marketing at Eloqua before joining Backupify as the VP of Marketing. Prior to that, she held marketing and communications roles at, Pyramid Research and the Yankee Group.