Testing & Optimising the Email Journey

Customers have become increasingly empowered and discerning through technology. They no longer let brand owners, retailers, or mass media dictate their agenda. So accommodating customers today is more challenging for marketers than ever before.

This webinar focuses on the strategic dimensions and success factors for engaging customers across discreet yet interconnected marketing channels. The emphasis includes: (1) perspectives on effective multichannel strategy, (2) frameworks for building omni-channel architecture, and (3) tools for equipping organizations to deliver brand designed experiences across channels . . . seamlessly.

The takeaway will be a better understanding of how to develop & deploy multichannel strategies in a fiscally responsible way that fits your business model, brand positioning, and organizational culture.

If a customer or prospect clicks the Like button on your Facebook page, are they engaged? Maybe. Maybe not. Yet today's marketers are often obsessed with artificial metrics that don't translate into sales.

In this session, we'll discuss:

- What is customer engagement?
- Does customer engagement differ from that on social media?
- What metrics can be used to measure engagement?
- What tools can be used for customer engagement?
- Can customers be disengaged and still create revenue for you?

Your presenter, Heidi Thorne of Thorne Communications LLC, has been able to leverage her social media and online activities into cash in the bank business for her company which primarily serves B2B clients. Her presentation will offer practical tips for growing a business through social media and online marketing.

Heidi is a promotions expert, speaker and author of 6 books including:
- Messaging Marketing: The Mobile Marketing How To Guide to Text Message Advertising for Small Business
- Business Competitive Advantage: A Handbook for Small Business Owners, Entrepreneurs and Consultants

She brings over 25 years of experience in the fields of advertising, marketing, sales and public relations to this program, including a decade in the trade show and hospitality industries. Heidi is also the editor and founder of PromoWithPurposeToday.com (how to promote your company) and MessagingMarketing.com (social media and mobile marketing how to) blogs.

Learn about gamification and how you can use game design elements and fun to engage your employees and increase customer loyalty. In this talk #1 gamification guru Mario Herger will shatter stereotypes about games and gamers, show where you are already gamified, give you some facts about the impact of gamification, and tell you you how you can use it for marketing.

64% of marketers struggle with producing enough content and 52% struggle with providing the kind of content that drives engagement. Learn a methodology that can consistently fuel an effective content marketing and thought leadership program without blowing your budget.

· Produce abundant, EFFECTIVE and evergreen content on a limited budget.

· Make more effective use of your team in extending the reach of your thought leadership

· Go beyond social media to get your thought leadership discovered by your target audience.

· Learn the concept of “using every part of the buffalo” in your content marketing.

Learn 10 steps to starting your B2B Mobile Marketing efforts with Jamie Turner, 60 Second Marketer, and Jeanne Hopkins, SmartBear Software CMO, co-authors of “Go Mobile!”. Did you know that 85% of mobile devices will be web-enabled this year? Did you also know that 46% of people in the U.S. own a smartphone? And according to Yahoo!, 20% of their searches will come from a mobile device by the end of the year. It’s no longer a question of whether you should join the mobile channel, but rather how you should use mobile in your B2B marketing programs!

Learn SEO strategies that companies of all sizes can use to increase site visibility, increase the number of visitors to their site, and most importantly – improve conversion rates. The rules change constantly; this webcast will bring you up to date on best practices for SEO in today's rapidly evolving world.

Join Martin Laetsch, Director of Online Marketing at Act-On Software, Inc, as he shares the top ten tips for SEO now. Martin’s background includes running worldwide search for Intel, and serving as director of search strategy for Covario as it became the #1 search marketing analytics company for Fortune 500 clients. Martin will cover emerging best practices to optimize your site and content including:

· Content and keywords
· Links
· URLs
· Navigation
· Sitemaps, microdata and much, much more

About the presenter:
Martin Laetsch is the Director of Online Marketing at Act-Software. Act-On Software is the world's fastest growing marketing automation company; its cloud-based marketing automation platform is the foundation of successful marketing campaigns everywhere – from small, simple and direct, to complex globally implemented programs.

Martin is a marketing strategy leader with more than 15 years of experience with prominent companies guiding product management and marketing. While at Intel, Martin defined, built, and managed the world’s first enterprise-class search marketing program that became a standard for managing digital marketing programs for many of the Fortune 500 companies including Dell, IBM, HP, and P&G.

Along with social media, the use of web based marketing has drastically increased over the last 10 years. At one time an invitation to a webinar was occasional, now many people are bombarded with invitations. The key to breaking through this clutter is not the “shot gun” approach but something that is effectively focused on the subject matter that matters most to your audience. This could be new or existing customers, partners, resellers or any other group that makes your business effective. Community marketing is an effective way to match the right marketing message with the right audience.
Paul Waadevig, a consultant to top conferencing companies for over 13 years will show you effective ways to build and effectively engage your communities, leverage existing marketing material content by customizing it for different audiences, and partnering with others in to co-brand your message effectively.

LinkedIn recently surpassed 200 million users and is growing at a rate of about 40% per year. Although still not as big as some of the other Social Media networks, it is generally considered to be the most important and effective networking platform for most business professionals. Are you getting the most out of your LinkedIn account?

This webinar help you to master networking and connecting on LinkedIn, as well as addressing some of the many changes that LinkedIn implemented in 2012, and are planning for 2013.

•Optimize you LinkedIn Profile
•Customize Your Stream: Newsfeed and Stream Settings
•Company Pages
•Groups
•Endorsements and Recommendations
•Finding Connections
•LinkedIn Ads

Brent Carnduff is the President and Founder of Echelon SEO, a search marketing firm specializing in helping financial services firms and other small businesses to get the most from their internet marketing efforts.

Brent has an MBA in Financial Planning from California Lutheran University and a Master of Arts degree in Teaching from Oregon State University. In addition to his blog, Brent has contributed to Social Media Today, Search Engine Journal, and Spinsucks, and is a featured author at Business 2 Community (B2C), and Steamfeed.

Learn how to use the powerful and unique targeting options that LinkedIn and Facebook offer.
Learn how to pinpoint your target audience, serve them with the right ads and generate signups and leads for your SaaS/Cloud-based service.

Jellop is a results-driven online promotion agency, co-founded by Gil Shterzer and Iddo Sternberg, two Internet veterans working in the online arena since the year 2000.

The concept, ‘a problem shared is a problem halved’ is not new. Yet, it has never been more compelling than in the modern marketing landscape. By enlisting marketing partners, you can create a network of organisations that provide strategic value to your business and a competitive ROI.
From basking in your partner’s glow, to tapping into their audience, this webinar will use real-life examples to highlight the five key reasons you should be creating partnerships as part of your marketing activities. In addition, this webinar will outline the steps you need to go through to create irresistible propositions that your marketing partners cannot refuse.

Previously never shared before case studies from Christer Holloman's new book, The Social Media MBA in Practice to be published by John Wiley & Sons in Aug '13. Learn how some of the world's most well regarded brands use social media for everything but Facebook and Twitter.

Case Study Examples:
Product Development: Barclay Card, creating the world’s first social credit card
Quality Management: Sony, how social sentiment fuels TQM feedback loop
Service Delivery: PwC, crowd sourcing client solutions on a global scale

About the speaker:
Christer Holloman
“One of London’s Most Influential Individuals Within New Media”, The Evening Standard
Sky News technology feature writer, author of Amazon bestseller The Social Media MBA, published by Wiley in three languages (http://amzn.to/x7oclL) and Chairman of First Tuesday (http://firsttuesday.org.uk/), the UK’s largest network for high growth technology companies and their investors.
Currently launching Expedia founder Rich Barton’s new start-up Glassdoor in Europe and HQ24.com, Holloman was previously Head of Digital Product Development at The Times and The Sunday Times.
Follow him on: www.twitter.com/holloman
His new book, The Social Media MBA in Practice, will be published August 2013 (http://amzn.to/13DvMSx).
Clients that have recently hired him as a keynote speaker include Fortune 500 companies across the EMEA region, such as VISA, Microsoft and Ogilvy.

Social media is the latest hype. There is ample evidence that it works for business-to-consumer (B2C) marketing but does it work for business-to-business (B2B)? B2B sales cycles are often longer and more complex than B2C ones, and the price point is usually higher.

• Do B2B customers care about Facebook, Twitter, blogs or branded communities?
• Is it worth investing time, money, and people in social media marketing?

During this session, five Silicon Valley social media professionals will discuss these and other pertinent questions, sharing what has worked for them and what to avoid.

Roundtable moderator: Natascha Thomson, MarketingXLerator
Natascha is the Owner & Founder of MarketingXLerator, a B2B Social Media Marketing Consultancy and the co-author of the book 42 Rules for B2B Social Media Marketing. She has over 15 years experience in B2B marketing, and holds two master’s degrees.

Panelists include:
Audrey Stevenson, SAP
Audrey is the Sr. Editor and Community Manager at SAP Community Network. Part of the team that recently launched game mechanics in the community; Audrey doubld the activity and engagement on the site in just the first month.

Neil Blecherman, Intel
Neil is the Director of Social Media Partner Strategy at Intel Corporation, responsible for developing Intel’s social media engagement strategy with large ISV partners.

Perrine Crampton, Citrix
Perrine is the Community Programs Manager at Citrix, Inc. , managing the Citrix influencer program, community and user groups. Perrine is passionate about helping corporate organizations connect with customers and partners in new ways.

Dev Crews, Luminesa
Devon is CMO at Luminesa, a creative agency serving Fortune 500 and fast-growth companies. She has been a marketing executive for some of the world’s top brands including: Marvel Entertainment, Disney, Audubon, and IBM.

Customer analytics solutions allow companies to analyse customer data to optimise business decisions and use the analytical insight to design customer-focused programs and initiatives that drive acquisition, retention, cross-sell/up sell, and targeted marketing campaigns.

Join us during our live “Customer Analytics: Turning Big Data into Big Value” to learn how BIRT Analytics provides tools, features, and functionality that leverage exploratory, descriptive, and predictive analytical techniques to drive customer-focused strategies.

Attend to:

•Watch a live demo and get introduced to the tools and techniques which will allow you to build an effective customer analytics roadmap.
•Understand how visual data mining such as BIRT Analytics can put powerful customer analytics into the hands of your customer insight team.
•Learn how BIRT Analytics allows marketers, business analysts and customer –focused professionals get faster insights with minimal or no IT assistance and then share the results across the organisation improving efficiency and results.

Thomas Edison is credited with saying: “Genius is one per cent inspiration, ninety-nine per cent perspiration”.

In email marketing, send volume is the workhorse of your campaign, it carries the burden and delivers the critical volume of sales needed for success. However, the workhorse depends upon being driven in the right direction. Segmentation, targeting and recency are the tools needed alongside the workhorse to strike the balance of inspiration and perspiration for email marketing genius.

This unique webinar will reveal why direct mail is still generating significant lead generation and ROI. We will be sharing advanced direct mail methods and case studies to help you start generating results right away.

You will learn how to integrate direct mail with other marketing efforts to boost qualified response across all channels! Even if you are new to direct mail, you won’t want to miss how to use your new secret weapon!

We all know that visitors don't convert into valuable leads or buyers at their first visit to your site. In this session, Tamara Gielen will explain how you can convince your visitors to sign up to your mailinglist and how to optimize the entire sign-up process (from sign-up form to welcome/onboarding program).

You'll learn:
- how to get more people to sign up to your list
- when to choose single vs double opt-in
- how much information to ask at sign-up
and lots more...

Open and clicks are nice, but if you’re like most organizations it’s revenue generated that pays the bills and keeps the doors open. Join us for this session on advanced online metrics and analysis to learn how to calculate and apply quantitative metrics to help you improve the effectiveness – and profitability -- of your email program.

Topics we’ll cover include (but are not limited to):

• Acquisition process abandon rate
• Mobile v. desktop view rate
• Revenue per email sent
• Verifying Statistical Significance
• Value of an email address

You’ll leave with a slew of new quantitative tools you can start using right away to help you evaluate and improve the performance of your email marketing program.

In this session, Kath Pay of Plan to Engage will look at 3 key marketing principles which tend to be overlooked and not applied within email marketing. In many ways these are basic principles in other channels, but currently only the top email marketing brands are utilising them. Join us in this session and join the top email marketing brands in leveraging these powerful principles.

.Personalised, event-triggered emails typically get the highest response of all types of marketing emails. If your business uses email for communicating with prospects and customers, then there is definitely a way you can use email to sense and respond as your audience interacts with you.

Dave will show you examples and best practices for the many use-cases for behavioural emails. With more and more companies now having behavioural email programmes in place Dave will also look at approaches to optimise these emails.