Dave Bulger, partner/director of Insight, Strategy and Planning at Eric Mower and Associates (EMA), will present a case study at the Online Marketing Summit on how to leverage online conversations with customers to accelerate the buying cycle.
Bulger, who will present in Atlanta on July 14 and in Charlotte on July 16, says that effective marketing initiatives should focus on helping prospects move through the decision-making process. Marketers need to understand each prospect’s location in the buying cycle and adapt online conversations to meet their unique needs, interests, motivations and barriers to buying.
At the summit, Bulger will examine the behavior-change theories behind this approach and illustrate how EMA helps PGi, a global virtual meeting company, leverage online conversations to identify prospects’ readiness to buy and tailor messaging to nurture them throughout the buying cycle. PGi’s CMO, Jackie Yeaney, will co-present with Bulger at the Charlotte event.
The Online Marketing Summit is held in 23 cities across the United States and Canada, and provides attendees with educational content through presentations led by industry experts, training workshops, one-on-one personalized labs and peer-to-peer collaboration.
At EMA, Bulger focuses on quickly identifying customer/prospect attitudes, behaviors and perceptions, then accelerating desired behavior changes by creating conversations that enhance customer loyalty and speed up desired purchase behaviors. He has helped premier brands in healthcare, technology, home improvement, education, consumer packaged goods and hospitality/tourism to nurture and retain their most valuable customers.