Cognos Inc.'s Financial Forum — a customer seminar series — traveled to only four North American cities this year compared to 11 in 2006. Yet the company's message reached more people and the cost per lead was way, way down, says Zeynep Marasli, global marketing programs manager for the Burlington, Mass.-based company. They did it by replacing seven of the Financial Forum's face-to-face events with a one-day virtual conference in June that attracted 1,300 registrants and, in the end, 680 ...

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