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ITAC Marketing Roundtable: “Nurturing Cool Leads into Hot Prospects”

October 27, 2011

A keen group of high tech marketing and sales executives met at MaRs Centre for a provocative discussion on the topic "Nurturing Cool Leads into Hot Prospects" with panelists from IBM Canada, Eloqua, Microsoft, Environics Communications, and Arrow Enterprise Computing Solutions, and I'd like to share a few of the group's key insights:  

  1. Many high tech firms are struggling to integrate marketing and sales into their lead nurturing campaigns
  2. Creating credible and relevant content is key to the success of lead nurturing
  3. Social media is an important lead nurturing element, yet many organizations lack in-house expertise
  4. Face-to-face interaction remains a highly effective way to reach out to prospects

A full summary of the discussion is posted on our BLOG – I encourage you to participate in the ongoing dialogue and share your ideas regarding this compelling subject.


With all the time, effort and financial resources you spend to source sales leads, it’s a pity most of them aren’t ready to buy when you’re ready to sell.

Keeping connected with cool leads is key to closing future deals – but how do you nurture naysayers without using costly resources like your sales team?

Not to worry.  With a little TLC, tenacity and time you can convert cool leads to hot prospects without blowing your budget.

Our impressive panel of experts will discuss how nurturing leads can transform your prospecting investment into sales opportunities.

- Grant Sojnocki, Marketing & Business Development Manager, Arrow Enterprise Computing Solutions, Canada
- Steven Woods, Chief Technology Officer & Co-Founder, Eloqua

- Andrew Berthoff, Sr. Vice-President, Environics Communications

- Bob Humphreys, Country Leader, Demand Programs and Digital Strategy, IBM Canada

- James Nicholson, Senior Product Manager, Windows, Microsoft Canada

Learn how cost-effective tactics like phone, mail, events, social media, public relations, white papers, and case studies can warm up cold contacts and raise your organization’s profile.

Nurturing Cool Leads into Hot Prospects
An ITAC Marketing Roundtable
Moderated by Bob Becker, Principal, SMA

When: Thursday, October 27, 2011, 7:30 – 9:30 a.m. (breakfast served)
Where: MaRS Discovery District, 101 College Street, Room CR-2AB, Toronto, (416) 673-8100

Our line-up of marketing leaders will discuss how lead-nurturing programs help to maintain mindshare, motivate contact, and ultimately – make the sale.

Please join us for this informative session!

To reserve your spot, or for more information, please contact:
Bob Becker, Principal
Office: 416-590-0336
Cell: 416-275-6782