Segmentation: The-Right Way

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Webtrends
Industry Experts Panel
Nov 3 2011
52 mins
Segmentation: The-Right Way
online media
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Demand Generation

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  • Upcoming (23)
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  • For today’s digitally demanding customer, a rich, personalized customer
    experience is quite simply the cost of doing business. It is no longer a differentiator, but the standard. It is a journey defined by the customer, who is setting a new pace in an intensely personal race that, in their mind, only involves one runner. This leaves leading marketers to question where and how the next great evolution will happen…and whether their organizations are set up to leap ahead of the curve. Are they set up to thrive, or will they become irrelevant and eventually obsolete?

    Agility becomes a key denominator in this new marketing equation. With customer knowledge dispersed across systems of records, insights, interactions and an array of new sources of data, organizations need the business agility to be able to leverage insight from these disparate sources of information. This also requires the ability for the entire customer experience to be optimized—not just the deployment of campaigns—so that opportunities can be captured faster in order to beat out rivals also looking to connect through revitalized customer experience strategies.

    We will be joined by Pitney Bowes’ Jeff Goldberg, Product Marketing Lead for Customer Information Management, who will share an expert perspective around creation of a digital marketing record for increasing conversion rates and improving marketing communications overall.

    Full list of speakers are:

    Liz Miller, SVP, Marketing - CMO Council

    Jeff Goldberg, Product Marketing Lead for Customer Information Management - Pitney Bowes

    Maureen Duff, Managing Director, Head of Global Marketing - Pershing
  • Join us on 29th July for a webinar looking at how to make the most of your entry into the Masters of Marketing. Covering the entry process, what to include, some ideas to help capture the judges attention, as well as some hints and tips to help you showcase your work in the best possible light.
  • Demand generation teams now have access to more data on customers and prospects than ever before. Using predictive analytics, you can quickly turn mountains of data into high converting campaigns for each stage of the buyer’s journey.

    Watch this Demand Gen Report webinar on-demand to learn how predictive analytics can provide marketers with a new weapon for battling the data deluge. This Lead Life Cycle session hosted by Lattice CMO Brian Kardon covers how to:

    * Use predictive scoring at every stage of the funnel;
    * Prioritize inbound demand; and
    * Spot cross-sell and up-sell opportunities.
  • In 2007, a CMO Council study tracked how senior marketers were embracing the customer in real-time, personalized engagements. Were we realizing the goal of “right message, right time, right channel” in our communications? In the study, 47 percent of marketing respondents felt they did not have a full view into the profitability of a customer, including access to customer lifetime value insights. 60 percent predicted personalization as a key route to maximize customer revenue, but the majority indicated they lacked the metrics needed to effectively leverage data to personalize experiences.
    Eight years later, many marketers feel they are in the same position as they struggle to optimize the customer journey using real-time insights and intelligence that enable them to craft robust customer experiences where revenue – not engagement metrics, like clicks or views- is the goal.
    While marketers still look to power experiences with personalization and relevance, customers now have different needs. Service expectations—from self-service to always-available personal or face-to-face service—rapidly increase as customers are not willing to wait for resolutions to issues. Our customers have new and more compelling options from disruptors. Despite years of loyalty building, customers are more willing to leave a brand in favor of experiences and service options that deprioritize pricing and promotions. Customers now demand to be known and heard.
    To address some of these issues and better understand how real-time marketing decisions are directly impacting customer engagement in this age of “un-marketing,” the CMO Council, in partnership with Pegasystems, will present a strategic overview of how marketers are feeding the always-on marketing brain. Gone are the strategies that simply look to maximize campaign engagements as they are being replaced by customer journeys that traverse acquisition, retention and advocacy to maximize customer lifetime value.
  • Join Lattice for a guided tour of the marketing tech stack that powers Acquia's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Acquia:
    Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.
  • Join Lattice for a guided tour of the marketing tech stack that powers Acquia's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Acquia:
    Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.
  • Join Lattice for a guided tour of the marketing tech stack that powers Acquia's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Acquia:
    Acquia is the digital experience company. Intuit, Warner Music Group and Stanford University are among the more than 4,000 organizations that are transforming their digital businesses with Acquia’s open cloud platform. Global 2000 enterprises, government agencies and NGOs rely on Acquia to create new revenue streams, lower costs, and engage audiences more deeply through content, community, commerce and context.
  • B2B marketing and sales teams are on a constant quest to improve upon their revenue-generating efforts, and the tasks involved — seeking out new business, creating a seamless buyer experience, building and tracking campaign efforts — all require significant time and effort.

    What if there was a way marketers and sales teams could save time and effort and increase revenue generation at the same time?

    Enter, your technology toolbox. With Pardot marketing automation, marketing and sales teams can maximize campaign efforts, boost productivity, and shorten sales cycles — yielding consequential benefits both marketing and sales teams. Join us for a quick 40-minute look at how Pardot can:

    - help generate new business
    - identify quality leads for quick conversion
    - create a faster, smoother buyer’s experience
    - prove real results

    Also, hear from one of Pardot's incredible clients as they share how using Pardot has their benefited their teams and business!
  • Ever wonder how we use our own products?

    At Pardot, we’ve used our own marketing automation solution to build our business as we’ve grown from a small start-up to a part of a Fortune 500 company. Now, Pardot is changing the way that other areas of Salesforce do business as well.

    Hear straight from the experts in this 40-minute webinar on how Salesforce uses Pardot. We’ll have representatives from Pardot, Desk.com, and Salesforce Foundation to share insights on:

    - how Pardot powers their day-to-day marketing and sales processes
    - specific challenges that Pardot has helped them overcome
    - the killer results they’ve seen with marketing automation

    Speakers:
    - Ryan Johnston, Demand Generation Manager - Pardot
    - Ginny McSwine, Campaigns Manager - Salesforce Foundation
    - Tracy Foster, Sr. Manager, Marketing Automation & Email - Desk.com
  • It's often said that retaining customers is a lot easier and cheaper than finding new ones. But how do you put this into practice and use data to your advantage?

    In this webinar, DueDil analyst Andrew Warren-Payne will discuss why B2B customer marketing is so important and how you can put a plan into place. He will cover:
    -) Setting goals and objectives for B2B customer marketing
    -) How to map your customer lifetime journey and plan your communications accordingly
    -) How to prioritise your existing customers using first party and third party data for retention and upselling activity
    -) How to work together with sales and account managers for maximum effect
  • Channel
  • Channel profile
  • Remarketing for Shopping Cart Abandoners Recorded: Jul 31 2013 57 mins
    Rick Weithas
    When customers abandon a shopping cart, their customer journey isn’t over — and your relationship with them has just begun. Your next move is critical.
  • Personalization in Context Recorded: Jul 24 2013 44 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    In-the-moment data is crucial for driving highly targeted digital experiences that drive conversions, reduce abandonment and build loyalty. Find out how to optimize end-to-end customer experiences across entire campaigns for greater ROI.
  • What's New in Webtrends Optimize Recorded: Jun 20 2013 30 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    Webtrends has just released a new version of Optimize with a full range of new features. Join us for this 45-minute webinar to see the updates first-hand.
  • What's New in Webtrends Optimize Recorded: Jun 19 2013 30 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    Webtrends has just released a new version of Optimize with a full range of new features. Join us for this 45-minute webinar to see the updates first-hand.
  • What's New in Webtrends Optimize Recorded: Jun 19 2013 32 mins
    Michael Wilson, Sr. Dir. of Product - Optimize
    Webtrends has just released a new version of Optimize with a full range of new features. Join us for this 45-minute webinar to see the updates first-hand.
  • Driving Conversions + Relevance in a Connected World Recorded: Apr 24 2013 50 mins
    Brad Weitz, VP of Optimization Strategy for Webtrends
    In today’s world, your consumers are connected to everything, everywhere, all the time. Because of this, you can gain insights about who they are and what they want at every touch point, across their entire journey with your brand. This can encompass interactions that are worlds apart, including search, social, offline interactions, behaviors on your site, and everything in between.

    So how do you draw together these hugely informative yet disparate data points to drive relevance for your customers, every time they connect with you? The answers are surprisingly not so different from organization to organization.
  • Increasing Conversion on Your Landing Pages Recorded: Nov 29 2012 61 mins
    Marketing Sherpa + Webtrends Optimization Experts
    The average conversion rate for a marketing campaign is 3%. And even though this may be “industry standard,” it doesn’t mean it’s good. A 3% conversion rate means you are effectively losing 97% of the audience you have invested in acquiring.

    Join us as Marketing Sherpa presents key findings from their Landing Page Optimization Benchmark Report. We’ll also provide real-world examples of how organizations have increased revenue by testing to lift conversion rates, and how going beyond a 3% conversion rate is possible for everyone.
  • Stop Abandonment + Recover Revenue: Retailer Tips for Online Testing Recorded: Nov 14 2012 34 mins
    Jason Miller, VP Technology, Motorcycle Superstore + Bob Garcia, Optimization Director, Webtrends
    Savvy e-commerce marketers know that if you're not testing your web site, you're leaving money on the table. Likewise, if you’ve started testing – but got stalled in a world of one-off tests – you're not realizing the revenue you could be.

    Retailers who want a bigger piece of the online revenue pie must establish a comprehensive testing strategy or be left behind. This strategic approach enables retailers to capitalize on the growing ecommerce market – predicted by Forrester to be $327 billion by 2016 – and positions them to compete with the biggest names in online retail.

    Join Jason Miller, CTO of Motorcycle Superstore, and a Webtrends optimization expert as they discuss real-life experiences with ramping up testing and how to create success. He also reveals how Webtrends helped Motorcycle Superstore uncover $2.5 million in incremental revenue through a strategic testing program.
  • Powering your digital marketing through integrated campaign reporting Recorded: Aug 28 2012 62 mins
    Brandon Ralls, Director of Global Client Services at Webrends
    With marketers investing more money than ever in digital initiatives that span multiple channels (search, display, video, social, etc.), the digital marketing ecosystem has become increasingly more complex. This additional investment means being able to understand the performance of your campaigns across various channels is that much more important. To truly understand how well a campaign is doing requires thoughtful planning, solid processes, integration of multiple data sources, and automation of reporting into meaningful visualization.
    In this free webinar we’ll talk about:
    1.How to build effective measurement of your digital initiatives
    2.How ensure an integrated view of your campaign performance across digital channels
    3.How brands are benefiting from custom digital reporting solutions
  • Three-Step Framework for Overcoming Challenges of Site Optimization Recorded: Jun 19 2012 73 mins
    Joe Stanhope - Forrester Research, Bob Garcia - Webtrends
    Interest in site optimization is at an all-time high, and it’s not hard to see why: in an increasingly complex ecosystem of digital touch points, online testing is a highly effective tool for ensuring that customer experiences and marketing efforts will resonate with visitors.
    Interest in site optimization is at an all-time high, and it’s not hard to see why. In an increasingly complex ecosystem of digital touch points, online testing proves to be a highly effective tool for creating customer experiences that resonate with visitors. The problem for many companies is how to start an optimization program.
    Site optimization doesn't have to be overwhelming.
    An online testing program isn't just about buying the latest technology. The path to success also includes a long-term, continuous strategy that incorporates culture, processes and organization. This webinar shows you how it's done.
  • Testing and Targeting: Website Optimization Best Practices Recorded: Nov 15 2011 44 mins
    Jennifer Wilson, Sr. Product Marketing Manager at Webtrends
    Marketers are under great pressure to move beyond creative thinking and become more results-driven. Join Sr. Product Marketing Manager Jennifer Wilson to learn about how you can increase your revenue and website conversions by developing relevant content and offers that are essential to generating leads, increasing conversions, and driving sales. Learn how you can understand online behavior so you can effectively target your site visitors.

    The emergence of website optimization has enormous upside for both companies and site visitors. Site optimization is not a one-time event or placing search engine terms in copy. It is an ongoing process that helps drive conversions and revenue. It is not based on guesswork or opinion, but on data of actual visitor activity, preference and behavior. This data, derived from a process of testing and targeting, fuels the optimization process, leading to better results and value, including personalization of customer engagement. In this session, you will learn the critical components to website optimization that will help grow your business.
  • A Deeper Dive into Site Optimization Recorded: Oct 25 2011 52 mins
    Bob Garcia, Director of Product Marketing & Frans Keylard, Director of Optimization Solutions
    Fundamentals of Site Optimization - Testing & Targeting
  • Optimization as a Team Sport: Getting Organized for Success Recorded: Dec 9 2010 30 mins
    Bob Garcia, Director of Product Marketing with Webtrends
    Optimization as a Team Sport: Getting Organized for Success
  • Is Your Marketing As Relevant as it Should Be Recorded: Dec 1 2010 53 mins
    Webtrends & Semphonic
    The convergence of Database Marketing and Web analytics
  • Leap Ahead with Testing in 2010 Recorded: Nov 22 2010 43 mins
    Casey Carey, VP of Products & Bob Garcia, Director of Product Marketing with Webtrends
    Build Your Business Case for Optimization
  • Increase Engagement with Behavioral Data to Fuel Targeting Recorded: Aug 5 2010 50 mins
    Bob Garcia, Director of Product Marketing with Webtrends
    Increase Engagement with Behavioral Data to Fuel Targeting
  • Segment Your Customers and Target Their Needs Recorded: Jun 10 2010 42 mins
    Bob Garcia, Director of Product Marketing with Webtrends
    Segment Your Customers and Target Their Needs
Webcasts to generate better conversions and revenue for your business
For marketers and web designers who want to provide the best online experience for their customer and prospects. Drive revenue, lift, and conversions online through testing and targeting.

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  • Title: Segmentation: The-Right Way
  • Live at: Nov 3 2011 5:00 pm
  • Presented by: Webtrends
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