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Behavioral Lead Scoring: Segmentation Beyond Demographics

February 11, 2014 @ 2:00 pm - 3:00 pm

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Sponsored by: Act-On
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It’s no secret that the marketing paradigm has shifted. As people self-select into increasingly fluid and fragmented groups, getting the right message to the right market segment has become more and more complicated. It is crucial that marketers are prepared to collect and interpret data that will provide actionable insight into real sales potential. Join Janelle Johnson, Director of Demand Gen, and Linda West, Manager of Demand Gen, to explore a focused approach, identifying specific behavioral patterns to pinpoint likely buyers, and leveraging behavior-based triggers to deliver appropriate messages.

This session will cover:

  • Why traditional demographics are failing as an identifier for likely buyers
  • Behavioral data tracking: what, why, and how
  • Utilizing lead nurturing to create relevant customer pathways
  • Integrating online and offline dynamic messaging
  • Creating a lead scoring program to identify ready-to-buy prospects

Act-On_janelle_johnsonJanelle Johnson – Director, Demand Gen, Act-On Software
Janelle Johnson is the Head of DemandGen Marketing for Act-On Software. She is responsible for everything from email marketing, webinars and content creation to lead generation and nurturing. Janelle is a key player in the development of all processes for lead and pipeline cultivation and maturation, and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to Watch” list as well as the “50 Most Influential People in Sales Lead Management.”

Act-On Linda WestLinda West – Manager of Demand Generation, Act-On Software

Linda supports overall lead generation goals with strategic planning, content creation, and analysis of campaign effectiveness.Prior to joining Act-On, Linda worked at a New York based marketing agency, implementing digital programs for a variety of B2B and B2C clients across the globe. Linda has also worked for some of the world’s largest publishing companies, transitioning their traditional marketing programs to a cost-efficient online model. With extensive experience in traffic generation, lead nurturing, and lead scoring, Linda’s expertise is focused on content strategy and digital lead generation.
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February 11, 2014
2:00 pm - 3:00 pm
Event Category: