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Five tactics for email marketers to leverage web analytics

Richard Austin, eMarketing Strategy Consultant
Harnessing customer data from your web analytics brings together a rich mix of declared and inferred customer preferences enabling marketers to craft more meaningful and engaging messaging. But the enormity of such a task leaves many marketers at a loss for where to begin. This webinar will address the best strategies to leverage this data and integrate it with your email marketing providing a significant uplift in results and engagement.
Nov 19 2009
31 mins
Five tactics for email marketers to leverage web analytics
email marketing analytics silverpop engagement
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Engagement Marketing

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    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.
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    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.

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    - What is customer engagement?
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    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:
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    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!
  • Utilizing Community Marketing to Reach Through the Media Clutter Jul 11 2013 4:00 pm UTC 45 mins
    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.
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    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
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    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.
  • How to Generate SaaS Leads via LinkedIn Ads and Facebook Ads Jul 11 2013 1:00 pm UTC 45 mins
    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.
  • Better Together: The True Value of Marketing Partnerships Jul 11 2013 1:00 pm UTC 45 mins
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  • How Social Listening is the Best-Kept Secret to Smarter Marketing Jun 13 2013 6:00 pm UTC 45 mins
    Too many companies treat social media as if it's a one-way conversation. They set up Twitter and Facebook accounts and then start pumping out updates. But if you aren't listening to what your fans, friends, customers, critics and competitors are saying, you're missing the whole point of social media. The new economy is about engagement and for that, you have to listen. More importantly, there's a real-time battle for understanding what's in the head of your consumer right now. Bryan will discuss a specific set of steps for listening effectively in order to build an effective marketing strategy. Real world examples will include how listening can help drive better reach, product development, improved operations, shorter sales cycles and lead generation.

    About the speaker:
    Bryan has extensive experience in all areas of brand marketing with a focus on integrated communications and strategic business planning. Bryan’s leadership as CEO has helped lead his agency through consistent growth over the last 10 years, earning a spot as one of the fastest growing private companies in Silicon Valley. Bryan is active on social media with over 100k followers, a speaker, and featured blogger.
  • Showing the Dollar Sign in Social Media Jun 13 2013 5:00 pm UTC 45 mins
    Showing the true value of social media is a marketer’s biggest headache. We need to get away from “fuzzy” measurements and focus on real quantifiable metrics. That way we can understand what’s working, identify what’s not working – and revise our strategy accordingly to ensure the best results.
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    We will focus specifically on:
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    About the speaker:
    Daniel Kushner is the Co-Founder of Oktopost, a marketing expert and social media guru. As the former VP of Marketing at innovative high-tech company Nolio, Daniel grew sales with double digit growth year over year. Daniel has been in the field for more than a decade and has successfully led the online marketing departments of various global organizations.
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  • Lead Scoring Fundamentals Jun 6 2013 5:00 pm UTC 45 mins
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    How modern marketers can leverage a prospect’s “digital body language” to determine engagement and likelihood to buy.

    Your buyers are evolving and they are changing the buying patterns that we’ve traditionally observed. It’s stating the obvious that B2B Customers will take certain actions and make certain decisions in order to buy your products and services. But are these activities random? Are there patterns you can detect and leverage? Based on qualitative research conducted from companies using marketing automation and CRM systems, this webinar will teach you 10 ways to leverage online buyer behavior for your content strategy, lead scoring modeling, nurture triggering, and sales insight.

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    - Which behaviors do prospects commonly exhibit early in a buying cycle

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    - Which activities should be used to trigger your nurture programs

    - How you should display these behaviors through your marketing automation and CRM system for better sales insight

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    The use of audio, images, video and other interactive content continues to be easier to create every day. The widespread adoption and use of social media provides an ever expanding palette upon which to share and consume this content. Our panel of experts, from across the financial services industry spectrum, will sound in on how interactive content plays a role in their own business and subsequently, their customers.
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    Join BrightTALK's Patricia Page and Quoc Dang as they talk about how BrightTALK has built an adviser community using content marketing. You will learn the best practices to get started with a content marketing programs and the necessary steps to ensure monetization and ROI.

    The hottest topics that drive adviser audiences
    How to get started with creating compelling content and engagement
    How BrightTALK has built a community highly engaged advisers
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  • 2 Minutes on BrightTALK: Holding Marketing Accountable Recorded: May 14 2013 2 mins
    Are you guilty of content dumping? Join Christine Crandell, President of New Business Strategies as she discusses the real numbers your marketing team should be accountable for.
  • How to shorten your sales cycle by combining video stories & social selling Recorded: May 10 2013 34 mins
    Learn how to leverage your customer stories in sell to their "Sphere of Influence". Use video & LinkedIn messages to book more meetings, and close deals faster!

    - 94% of marketers say the customer's voice is their most effective content
    - 83% of your buyers are starting their buying journey online
    - 50% of our Social Selling meetings booked are by telling client success stories to their "Sphere of Influence."

    In this webinar you will learn:
    - Capture and produce customer stories faster and easier
    - Customize your stories to target very specific buyers
    - Where in LinkedIn you can leverage you stories more effectively

    About the speakers:

    Tim Keelan is founder and CEO of StoryQuest, a world leader in B2B storytelling for sales and demand generation. Prior to StoryQuest, Tim sold professional services as Director of Sales with Cap Gemini Ernst & Young, Sales Leader with ThruPoint, account manager at Spherion and CARA corporation. With StoryQuest Tim has been a frequent speaker on B2B story and storytelling. Tim has collaborated with and provided learning and marketing solutions to large and small organizations such as SAP, Deloitte, Avaya, RSA Security, Ciber and Computer Associates, Mentor Tech Group and many others.Learn more about Tim and StoryQuest at http://storyquest.com/learn_more

    Jamie Shanks is one of North America’s leading Social Selling experts. He’s personally built Social Selling solutions in nearly every industry, ranging from start-ups to Fortune 500 corporations. Before starting his sales agency, Jamie was the Director of Sales at two SaaS software companies – Captive Channel Corp. and Firmex Inc., building their businesses from infancy to profitability. After proving great success at Firmex, he decided to help other technology firms build Sales 2.0 models under the brand Shanks Group Inc. In December 2011, Jamie saw the opportunity to merge the Shanks Group Inc. with Sales for Life to form a leading Social Selling agency.
  • Bringing It All Together: Integrating Your Marketing Efforts Recorded: May 9 2013 45 mins
    Using disparate systems for email campaigns, online events, social media and web tracking only takes sales and marketing part of the way towards engaging prospects. Many progressive teams are realizing they need holistic tools and tactics to see the full picture on buyer behavior. Attend this Act-On session and learn how to identify key areas where sales and marketing teams are missing out on engagement opportunities with prospects by failing to connect the dots on behavior between core channels. Then, learn about some of the most fundamental steps to align your social and content strategies to tell the right story to potential buyers.

    Act-On will discuss:
    · Creating a continuous, consistent program to align social media and content marketing disciplines over time
    · Buyer touch points and lead nurturing throughout different stages of each strategy
    · Metrics for measuring contribution of social media to marketing performance, and much more
  • Sales & Marketing Case Study: Revitalizing the Value Proposition Recorded: May 9 2013 40 mins
    Learn how the marketing function at Kronos, a workforce management software and solutions company, collaborates with Sales to create and deliver a differentiated value proposition. The webinar will feature a best practice case study that shows how Kronos:
    · Developed a new value proposition that targets core customer needs
    · Documented the value proposition in a Foundational Messaging Guide for employees
    · Conducted messaging workshops with the sales force to drive implementation of new messages and techniques
    · Established Sales and Marketing Leadership Councils to spur ongoing collaboration
  • What B2B Marketers can Learn from B2C Success Recorded: May 9 2013 42 mins
    B2B marketers often feel as though they are following their B2C colleagues in terms of marketing innovation, branding and social media. They feel that their world is very different. This webinar will challenge that as marketers it is the communication between individuals rather than organizations that makes us social businesses and that in the B2C world the most social businesses are the ones enjoying most growth.

    From strategy and segmentation to content and measurement, we will explore what B2B marketers can learn from the successes in some of the best performing B2C companies and cover the following areas:
    - Setting an appropriate strategy and objectives
    - Understanding the nuances of audience profiles
    - Optimum content and digital marketing tools
    - Resourcing and fuelling the marketing plan
    - Measurement and continuous learning and the future

    Presented by Neil Wilkins BSc (hons), FCMC, MCIM; MD of Viper Marketing & Communications Group and Fellow of Cambridge Marketing College
    Neil's Profile http://uk.linkedin.com/in/neilwilkinsatvipermarketing
Live Webcasts for multi-channel B2C and B2B engagement marketers
In an era of digital interactive lifestyles, marketers must shift to a new world of engagement marketing that captivates rather than commandeers audiences. By implementing timely, relevant and unified campaigns across multiple channels, marketers can transform information into understanding and understanding into lifetime customer relationships and high marketing return-on-investment.

Silverpop shows you how you can create, nurture and maintain customer relationships, improve response rates, help sales close more business and demonstrate the power and value of your marketing organization. Communications technologies continually evolve and branch in new directions, challenging modern marketers to keep up. Now you can stay ahead of the changes with the strategies and tactics offered by the Silverpop Engagement Marketing Channel. Subscribe today!
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  • Title: Five tactics for email marketers to leverage web analytics
  • Live at: Nov 19 2009 12:00 pm
  • Presented by: Richard Austin, eMarketing Strategy Consultant
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