Marketing SIG: Lead Generation Roundtable



  • The Monthly Meeting of the Marketing SIG


    Presentation Overview

    Lead Generation Roundtable

    As service and technology firms see the market rebound, they are again beginning to think about proactive B2B lead generation. To build a strong sales pipeline and to accelerate the sales cycle, lead generation marketers need to consistently find qualified prospects – not always an easy task.

    The Software Development Forum has pulled together 6 B2B lead generation experts to answer all the lead generation questions you always wanted to ask:


    • When should I use e-mail, when should I use direct mail?
    • Demand creation vs. branding – are they one and the same?
    • How do I measure my lead generation efforts?
    • How many leads are "enough"?
    • Why doesn't sales like my leads?

    Our panelists have run hundreds of lead generation campaigns, and have produced thousands of qualified sales leads. Learn how to avoid lead generation pitfalls, and discuss the lead generation challenges that you are most interested in.

    Join us for this unique opportunity to understand what is driving lead generation today. Submit your own lead generation questions prior to the event to [email protected].


    The Panel of Lead Gen experts:

    Tom Judge, Marketing Instructor, San Jose State University, VP of Strategy and Business Development, Alliance Group International

    Tom Judge has been involved in designing and implementing best practice sales lead management models for business-to-business applications for over ten years. Programs designed for customer acquisition, retention and growth functions. He has impacted revenue streams in industries such as: Hi-tech hardware, software, telecommunications, data networking, business services and financial services.

    Mr. Judge has contributed to several white papers on the subject of B-2-B Marketing-through-Sales optimization and management. He has served on the board of the Northern California Direct Marketing Association, and has spoken at the DMA, American Marketing Association and the American Teleservices Association.


    Judy MacDonald, Director of Marketing, SurfControl

    Ms. MacDonald has more than 13 years of experience in business-to-business marketing. Ever since joining SurfControl, Judy has played an active role in leading the successful direct marketing and lead generation strategy for Internet filtering solutions. Her years of IT marketing experience have contributed greatly to elevating SurfControl from a startup division to a recognized leader in the Internet security marketplace.

    Ms. MacDonald previously served as Product Manager for CrossWind Technologies, a provider of Unix-based calendaring software. During Judy’s 7+ year with CrossWind she also held management positions in Marketing Communications.


    Wynn White, Sr. Director, Technology Marketing, Oracle

    Wynn is responsible for marketing of Oracle’s security and identity products. His responsibilities include driving awareness, lead generation, and sales enablement activities for Oracle’s database and middleware security products.

    Wynn rejoined Oracle recently through the Oblix acquisition where he ran outbound marketing for the identity management provider, including corporate and field marketing. Prior to Oblix, he served in product and partner marketing roles at BEA, and spent nine years at Oracle in a variety of product marketing and management roles. Wynn holds a BA and MBA from UC Berkeley.


    Chris Pareja, Principal, LeadGenaires

    Chris has specialized in expanding businesses’ bottom lines for over a dozen years in a variety of marketing, management and sales positions. Before launching LeadGenaires, he served as Vice President of Business Development at Kassner, where he worked with companies such as Intel, ACCPAC, TechVentures Network and C&C Group.

    Chris has also served as Vice President of Marketing and Sales for Flowtix-Small Business Solutions; the Director of US and Canadian Field Marketing for NAME Solutions Corp.; plus marketing and sales positions for Cambridge Technology Partners. He recently founded B2B Power Exchange, is a Board Member at Business Marketing Association’s Northern California Chapter and is Co-Chair of the East Bay IT Group’s Sales & Marketing SIG.


    Tom Beck, President, Catapult Direct Marketing

    After spending 7+ years working for several B2B agencies and 2+ years as VP Sales and Marketing for a Silicon Valley networking company, Tom founded Catapult Direct Marketing in 1993. For the past 12 years, Catapult has been responsible for running hundreds of successful lead generation programs for companies like Applied Materials, BEA Systems, Cisco, Cypress Semiconductor, Genesys, Fujitsu, SGI, VeriSign, and Xerox just to name a few.

    Through Catapult Direct Marketing and its sister company Catapult Target Profiling, Tom has first-hand experience with the latest best practices in list strategies, offer development, creative messaging, reporting and analysis.


    Stuart Silverman, Founder and CEO, SalesRamp

    SalesRamp provides sales services for early to mid-stage high technology companies to optimize the Front-End of the Sales Process and to produce predictable revenue (

    Stuart’s 20+ year high-tech career includes: CEO of New Way Marketing, Inc. where he first developed SalesRamp’s methodologies, VP Marketing of ViewTech, a desktop publishing software company; Director of Marketing at Prime Computer; and Senior Sales Exec of Digital Equipment Corp. Stuart has a BS in Electrical Engineering from Univ of Michigan, a MS in Electrical Engineering from MIT, a MS in Political Science from MIT, and an MBA from Harvard Business School.



    Tammo Stubbe 

    You can submit questions in advance for this panel! Please send them directly to Tammo Stubbe at [email protected]. Sample areas of discussion could include:

    • When should I use e-mail, when should I use direct mail?
    • Demand creation vs. branding – are they one and the same?
    • What premiums pull?
    • What are average response rates?
    • How do I build a lead generation plan?

    We will discuss the topics that you are most interested in.

    Submit your areas of interest or your questions via e-mail or simply ask them at the event. We will go through e-mail questions first, then we will take questions from the attendees.

    Send your lead generation questions to [email protected].


    Event Logistics


    SDForum Office

    111 West Saint John St, Suite 200

    San Jose, CA 95113

    Note: For this month only, the SIG will be help at the San Jose Office

    Note: the building doors lock at 7:00pm. If you arrive after 7:00pm, please call 408.494.8378.


    6:30 - 7:00 p.m. Registration / Networking / Refreshments
    7:00 - 7:20 p.m. Announcements and Introductions
    7:20 - 8:30 p.m. Presentation and Discussion
    8:30 - 9:00 p.m. Wrap-up / Networking


    $15 at the door for non-SDForum Members

    No charge for SDForum members

    Please call 408.494.8378 for student memberships

    No registration required

    For more information about the Marketing SIG, please visit the Marketing SIG Main Page, at