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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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  • Multichannel Marketing in an Era of Hyper-Accommodation Aug 15 2013 7:00 pm UTC 45 mins
    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.
  • Customer Engagement: Why Your Customers May Not "Like" You Aug 15 2013 4:00 pm UTC 45 mins
    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.
  • 10 Step Go Mobile! B2B Starter Guide Jul 11 2013 6:00 pm UTC 45 mins
    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.
    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.
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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
    •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.
  • 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
    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.
  • 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.
    In this webinar, we will show you how to accurately measure the ROI of social media for B2B lead generation.

    We will focus specifically on:
    - The framework needed to measure social media’s ROI
    - The path to an effective social media strategy
    - Powerful messaging across the social networks
    - Vital integrations for a successful social media campaign

    This presentation will be followed by an open Q&A session, where you will have the opportunity to ask our social media experts panel for help and advice with your B2B marketing campaigns. Don’t stay in the dark when it comes to the value of your social media campaigns! Join us and learn how to effectively measure their real value.

    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.
  • The CRM Lottery – What CRM Salespeople Don’t Tell You! Jun 13 2013 10:00 am UTC 45 mins
    CRM (Customer Relationship Management) Systems promise a lot, but do they deliver? Do you already have one or are considering implementing one sometime soon?

    There are winners and some big losers in the CRM Lottery. Find out in this pragmatic session how many CRM projects fail and why. Get some top tips for CRM best practices and hear from a sales and business leader who has managed both small and large sales teams across the UK, Europe and the USA about his real world experience of many different systems.
  • Lead Scoring Fundamentals Jun 6 2013 5:00 pm UTC 45 mins
    How proper lead scoring strategies prioritize your sales efforts

    Lead Scoring is a under-used tool in the sales process. Only 18% of companies have marketing automation tools in place and even fewer are doing content marketing. Learn how the combination of marketing automation and content can generate Lead Scores that prioritize your sales efforts.
  • Regaining Control of the Sales Cycle Jun 6 2013 4:00 pm UTC 45 mins
    With information so freely available, buyers are often more educated than sales reps when they sit down in a meeting. With buyers self-educating up to 57% into the buying cycle, how can vendors, distributors and partners regain control of the buying cycle? Tune in to this presentation to find out! Val-Pierre Genton, VP Strategic Accounts at BrightTALK, has worked with over 500 sales and marketing leaders to help them increase revenues by winning and engaging audiences online.

    During this presentation, he will provide some actionable frameworks, best practices and real-life examples to help you:
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  • Deciphering Customer Buying Patterns Jun 6 2013 3:00 pm UTC 45 mins
    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.

    What You’ll Learn:

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

    - What type of activity patterns suggest that it’s time for sales to engage with a prospect

    - How can online engagement be used in lead scoring models

    - 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

    Join us for this exciting webinar hosted by David Lewis, CEO of DemandGen International, Inc. (www.demandgen.com) and author of Manufacturing Demand – The Principles of Successful Lead Management (www.manufacturingdemand.com).
  • Content Marketing for Cloud & Virtualization Vendors Jun 6 2013 2:00 pm UTC 45 mins
    A study by B2B Marketing and Ogilvy put content marketing at the top 2 marketing priorities in 2013, even above brand marketing. What makes content marketing such a priority? Modern marketers are seeing great returns on their content marketing spends, turning content and audiences into revenues. Join us as we share how leading cloud and virtualization vendors are creating compelling content and the best practices in content follow-up.
  • Roundtable: Social Media Content – Beyond 140 Characters… May 30 2013 5:00 pm UTC 60 mins
    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.
  • How to Use Content Marketing to Engage with Financial Advisers Online May 30 2013 2:00 pm UTC 45 mins
    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
    The best practices of content lead follow-up
  • 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
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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