"The website collects customer information, their preferences and actions. Event managers scan information at trade shows. If successful, the customer ultimately buys either from the website or a channel partner. In the B2B world, each of these lead generation activities carries a distinct data set. How do you bring all that disparate data together to inform and enrich the customer's experience? Sometimes the biggest challenge is not the architecture or technical aspect, but getting the various departments' buy-in. This intensive will explore how one company built an internal team of web, database marketing and information technology professionals to overcome this hurdle and provide a seamless multichannel customer experience for their B2B customers.

Whether you are responsible for one or all parts of the equation, you'll walk away with:

· A strategy for undertaking a 360-degree project
· Tips to engage your company around the project
· Do's and don'ts for managing the group dedicated to the project
· Types of models and analytics to use
· Metrics for evaluating your success"