Karla Blalock, VP of Solution Services for PointClear handled media and took the audience through the keys to building a high-quality database:

1. Define your market
2. Validate the definition against current clients and website visitors
3. Combine your databases
4. Clean and enhance
5. Prioritize

Renee Thompson, Senior Director, Products for TechTarget, covered a love story—A publisher’s view on IT buyer activity and the application of "marketing  automation" and covered things like "activity intelligence", "user activity vapor trails" and how companies can learn from a richer view of a user’s activity.

Paul McKeon, President of The Content Factor, wrapped up the session and recommended that the group understand the difference between the "four P’s" of classical marketing and the "four C’s" of B2B marketing: Content, Connection, Communication and Conversion.

It was evident that Pardot’s clients enjoyed celebrating their visit to Atlanta. One participant told me that a large group left Twist and closed The Tavern at Phipps (a well known Atlanta watering hole). Fortunately, I went home early, took a walk and shied away from the libations.

A very fun group. A very successful conference.

By Dan McDade