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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
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Email Marketing

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  • Upcoming (14)
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  • Early on expectations from B2B buyers in their journey set the stage for marketing and sales to work together. As leads flow in, an agreed-upon plan and process should be in place for lead identification, distribution and follow-up. This optimized plan and process can make a huge difference between smooth sailing or rough seas in the next steps of the journey for the marketing and sales teams and most importantly, the buyer.

    So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.
  • Speakers:
    John Koetsier: VP Research; VentureBeat
    Kristina Wallender: VP Marketing; Ticketfly
    Kelly Seelig: Head of Marketing & Communications; Blue Jeans Network
    Allyson Campa: VP of Marketing; Dot & Bo

    Abstract:

    In a 2,000-product marketing technology ecosystem, marketing clouds attempt to bring all the functionality you need into one place, in one system of record, with one unified profile of your customers, and one unified, simple user interface to control it all.

    At least, that’s the theory. To find and report the reality, we surveyed 1,483 marketing technologists, studied marketing cloud penetration data on 10s of millions of websites, combed through vendor financials, conducted more than 20 personal interviews, collected over 150 feature and functionality data points on 19 vendors, and gathered and analyzed revenue share statistics for key vendors.

    Our webinar will be a condensed overview of our VB Insight Marketing Clouds report, which covered:

    - What is a marketing cloud, anyways?
    - Features of marketing clouds (plus: most used, least used)
    - Marketing cloud penetration data, including who is using them
    - The 5 different kinds of marketing clouds
    - Our scoring matrix
    - Vendors’ scores on 12 different categories
    - VB’s “best bet” marketing clouds for enterprise, midmarket, small companies, and startups
    - What existing marketing cloud clients say about what ROI they’re getting, what effect having a marketing cloud has had on their marketing, how long they took to research marketing clouds, how long it took to set up their marketing clouds, how much they intend to invest next year.

    Sponsored By: SDL
  • Join DemandGen for an exclusive “State of the Union” address on the Oracle Marketing Cloud from special guest Kevin Akeroyd, general manager and senior vice president for Oracle Marketing Cloud. Coinciding with Oracle’s first ever Modern Marketing Experience (taking place the following week in Las Vegas), David will ask Kevin to share his insights on what attendees can expect at the show -- including the future of Eloqua and Responsys, Oracle’s flagship B2B and B2C marketing automation systems.
  • 2015 is the year of customer experience. If by now you are not offering your customers a highly personalised and targeted experience then you can be sure your competitors are.

    Whether you are just starting out with customer segmentation, or you need some fresh ideas for increased targeting this is a must attend webinar. Pure360 Account Manager, Lauren Hudson, will talk you through six segmentation strategies that will help you to offer the best customer experience possible, in turn significantly increasing your email ROI.

    By attending this webinar you will:

    - Learn six key segmentation strategies that will improve your ROI

    - View up to the minute big brand segmentation case studies

    - Understand why segmentation should form a key part of your email strategy moving forwards
  • Skip Fidura will be discussing the challenges of building a multi-channel strategy, with email at its heart.
  • 2015 is the year of customer experience. If by now you are not offering your customers a highly personalised and targeted experience then you can be sure your competitors are.

    Whether you are just starting out with customer segmentation, or you need some fresh ideas for increased targeting this is a must attend webinar. Pure360 Account Manager, Lauren Hudson, will talk you through six segmentation strategies that will help you to offer the best customer experience possible, in turn significantly increasing your email ROI.

    By attending this webinar you will:

    -Learn six key segmentation strategies that will improve your ROI
    -View up to the minute big brand segmentation case studies
    -Understand why segmentation should form a key part of your email strategy moving forwards
  • This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.

    You’ll learn more about:

    The importance of email marketing
    How to make sure your emails get in your subscribers inboxes
    Ways to grab the attention of your recipients
    The growing influence of content marketing
    How to build content that engages your audience
    Testing to optimize your customer journeys
  • Speakers:
    Stewart Rogers: Director, Marketing Technology; VB Insight
    Tia Newcomer: Vice President, Marketing; Cord Blood Registry
    Ryan Steingard: Director, Retention Marketing; Zulily

    Abstract:

    A complete report on the current state of cost, payback and return within marketing technology.

    In this edition of the State of Marketing Technology, we look at the total cost of ownership across the most popular martech categories and show the ROI attributable to each of them.

    Which categories and tools provide the biggest return, and which are a waste of money?

    Which are the most expensive to own?

    Which tools might be best suited to your size of organization, and which should you discount from your selection criteria?

    And how do ROI levels change during different stages of marketing and sales?

    We also look at different approaches to marketing technology management, including insights on the shift from on-premise to cloud-based solutions, and uncover the reality of how many marketing technology projects fail to return on their investment.
  • Marketing and sales each have their unique role in the B2B buyer's journey. Both teams share in the responsibility of closing deals. When it comes down to driving revenue, these two groups need to be in lockstep — armed with killer campaigns, insight into prospect activities, and the ability to read the buyer’s mind so they can deliver relevant resources throughout the sales cycle. Enter the Pardot and Salesforce powerhouse.

    Join us as we take a look at how Pardot unites sales and marketing. Walk through a short demo with Phil Simpson, Sales Manager at Pardot, and learn how both teams can benefit from the power of Pardot and Salesforce to create more opportunities, close more deals, and, ultimately, boost their company's bottom line.
  • Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.

    Learn how to:

    • Avoid common mistakes that put prospects off content.
    • Increase sign ups and data capture.
    • Encourage social sharing and amplification.
    • Increase engagement: dwell times; repeat visits and interaction.
    • Ensure your calls to action inspire action!
  • Channel
  • Channel profile
  • What the All Blacks Can Teach Us About the Business of Storytelling May 19 2015 9:00 am UTC 45 mins
    James Kerr, bestselling author, speaker and leadership consultant
    The All Blacks are the most successful sporting team on the planet – with an extraordinary winning percentage of 94% over the last decade. But it hasn’t always been straightforward. In this Webinar, best selling author, speaker and consultant James Kerr explains how the world’s most successful sporting team hit rock bottom in 2004 and how they used language, ritual and storytelling to turn their fortunes around. The lessons are directly applicable to achieving a sustainable high performance environment in whatever field you compete in.

    James Kerr is a bestselling author, speaker and leadership consultant specialising in high performance business, sport and military environments. Recent clients include the US Navy Seals, the FBI, UK Sport, the English Rugby Football Union, UK Swimming, UEFA, the Premier League, HSBC, Shell, Adidas and the Savoy. His latest bestseller, Legacy, reveals 15 leadership lessons from the world's most successful sporting team, the All Blacks, and he is a regular contributor to broadcast and print media including the Guardian, Times, Daily Mail, Bloomberg, BBC and the Telegraph. He lives in London.
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    Barry Feldman, Feldman Creative
    Join Barry Feldman as he goes through a step by step process on how to get your content marketing engines off and running.
  • App Love: How to keep your mobile relationship going strong Apr 23 2015 4:00 pm UTC 30 mins
    Alyssa Meritt and Heidi Tretheway, Urban Airship
    From flirting (download) to happily ever after (constant re-engagement), dating apps use gamification & messaging tactics very effectively to form an essential engagement habit. If someone has downloaded your app, chances are they have an awareness and the start of an affinity for your brand.

    How do you keep your place on their device and keep the mobile relationship going strong? We'll share brand examples that helped create loyal customers.
  • 3 Strategy Rules for Driving Effective Lead Generation Apr 16 2015 5:00 pm UTC 45 mins
    Jennifer Harmel, Executive Vice President Demand Process Strategy Practice and Principal, ANNUITAS
    A B2B marketer’s life is often focused on creating killer campaigns, generating leads and developing content to fill the top of the sales funnel. Unfortunately, that is why many B2B marketers are so busy, yet have only a small percentage of revenue, if any, that they can attribute to their activities.

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    This webinar will teach marketers how to live by 3 Rules of Strategy:

    •Become more buyer-centric throughout our marketing
    •Eliminate tactical-focused campaigns
    •Track results and continuously optimize
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    Join Christine as she sits down with DocuSign Chairman and CEO, Keith Krach to discuss the road he took that led to running the electronic signature juggernaut, whose only competition is paper.
  • How to Create Video Content that Aligns with Your Buyers’ Journey Recorded: Mar 25 2015 49 mins
    Joe Gelata, Director of Demand Generation, Vidyard; Rachel Rosin, Marketing Specialist Demand Generation, Act-On Software
    65-90% of the buying process happens before you even know a prospect exists. Which means it’s critical for your marketing collateral to help prospects through the process on their own, particularly with video.

    If you join us at this webinar, you’ll learn:

    • The step-by-step process that today’s buyer follows before purchase and how video can promote movement through it.
    • The types of videos you can produce and where they’ll have the most impact in your buyers’ journey.
    • Ways to approach your own unique buyer’s journey and questions to answer before production.
    • A real-world example from Act-On of how one video is mapped to the buyer journey and what’s considered prior to production.
  • Using Predictive Analytics to Optimize Your Funnel Recorded: Mar 19 2015 46 mins
    Heather Foeh, Head of Culture and Customer Advocacy, Lattice Engines
    Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

    Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.
  • The Creation, Care and Feeding of an Analytics Center of Excellence Recorded: Mar 19 2015 35 mins
    Laura Patterson, President, VisionEdge Marketing
    Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

    · How an Analytics Center of Excellence make a difference to the company, customers, marketing

    · What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

    · The key functions and capabilities needed

    · The journey’s key stages, associated challenges, and what do you need to do to get to the next step

    · What metrics you should select to measure the value and impact of an Analytics Center of Excellence
  • How To Sell Your Company on Employee Advocacy Recorded: Mar 19 2015 56 mins
    Leah Tsang, Director of Solutions, SocialChorus; Lee Diaz, Director of Strategy, SocialChorus
    Want to grow your social media team by the hundreds or thousands? Employee advocacy is the solution that leading brands are investing in to raise brand awareness, drive sales leads and better engage their employees. However, to set up your employee advocacy program for success, you’ll need more than just the social media team’s support.

    Learn how leading companies achieve internal buy-in to launch an employee advocacy program, how to make a business case for adoption and the company-wide benefits of employee advocacy.
  • Optimising content marketing performance in a multiscreen world Recorded: Mar 19 2015 37 mins
    Duncan Clark, Head of Global Research, Netbiscuits
    The rise of mobile and the multi-screen world puts the consumer firmly at the centre of the digital universe. Content needs to be more personal and more relevant as consumers come to regard traditional advertising and marketing tactics as intrusive and ineffective. Marketers now have to ask themselves some crucial questions:

    • Is my content successfully driving more traffic?
    • Are those visitors actually engaging with my content?
    • Which traffic sources provide the most engaged and highest-converting customers?
    • Which of my content is driving positive ROI?
    • How can I improve my content to meet sales or conversion targets?
    • How can I accurately measure which content is most effective and evaluate why some content performs better than others?

    In this webinar, Duncan Clark will explain how you can tackle these questions to ensure your content marketing pulls its weight and delivers against business objectives.
  • Quality Over Quantity: Why great marketing is about measuring value, not clicks Recorded: Mar 19 2015 40 mins
    Paul Fennemore - Digital Marketing and Communications Consultant, Sitecore
    Measuring the attribution of digital channels, websites etc., has been mainly centred of volumes of ‘visitors’. Whereas it’s ‘conversions’ that really matter.

    This session covers how to track conversions and their outcomes through the concept of assigning goals or ‘engagement values’ to visitors journeys to your websites. It also will be covering ‘engagement value’ best practices and techniques with examples or organisations who have successful adopted this strategy.
  • Find the Right Marketing Automation Solution for Your Company Recorded: Mar 6 2015 64 mins
    Michael Berger, Director, Product Marketing, Marketo
    One size doesn’t fit all when it comes to marketing automation solutions for your company. It must be tailored to your goals as a team and as a company. Knowing what features and how each solution can alter your results is the first step.

    Join Michael as he takes a deep dive into how to find the best marketing automation solution for your marketing team and learn why an educated buyer is the best consumer.
  • Tintri's No-Jerk Policy Recorded: Mar 2 2015 6 mins
    Christine Crandell with Ken Klein, CEO, Tintri
    In the premiere episode of Market Movers, Christine Crandell sits down with Silicon Valley powerhouse, Ken Klein, CEO of Tintri.

    Ken has a rich history in the valley of turning small companies big. Most notably, he led Mercury Interactive to become a billion dollar revenue generating powerhouse before HP acquired it for $5 billion.
  • Social Selling: Leveraging Social Media & Employee Advocacy to Drive Revenue Recorded: Feb 26 2015 62 mins
    Brian Fanzo , Chief Digital Strategist & Partner, BroadSuite; Martin Jones, Sr. Marketing Manager, Cox Communications
    Learn how leading organizations are engaging in social media and using new employee advocacy platforms to publish compelling content, position themselves as topic experts, identify leads and even drive acquisitions. As Employee Advocacy programs mature, companies are finding new ways to turn sales and marketing professionals into brand ambassadors. In this webinar, you will learn:

    - How these organizations and others are having success
    - Some actual best practices and secrets to social selling
    - 5 Steps to launching your own employee advocacy program
  • Partners in Crime - How Microsoft Used Their Sales Partners to Engage Customers Recorded: Feb 26 2015 45 mins
    Alex Beere, Social media at Microsoft, and Anna Nichols, Axon-IT, Olivier Choron, CEO and Founder, purechannelapps,
    Partners are incredibly valuable when it comes to B2B marketing; they can unlock your marketing potential by accessing a wide customer base. But there are also some challenges: keeping control of content and channels while maximising the impact of your initiatives.

    In this webinar we will show you how Microsoft used their partners to amplify their content through social media.
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    Gimbal, Urban Airship and guest Forrester Research, Inc.
    Join to learn how to:

    1. develop a messaging strategy based on "mobile moments"
    2. intelligently message your guests "in the moment" based off where they are in their shopper journey
    2. leverage a users context: where they are, where they’ve been, what they like and how they want to receive messages
    3. use targeting to boost mobile message response rates four to seven times greater than non-targeted messages
  • Mobile Customer Experience - One Careful User, or one size fits all? Recorded: Feb 20 2015 44 mins
    Rob Thurner, mobile marketing consultant, trainer and author
    Think about it - your customers have a very intimate relationship with their mobiles. Beware!

    It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
    But what about the unique mobile customer?

    Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.

    - Create a great first impression - any screen, any time, any place
    - Wow the early adopters - win the hearts & minds of your greatest fans and resellers
    - Develop exceptional UX - across sites, apps
    - Make it personal, keep them coming back for more - across the whole customer journey
  • Trust Bombs: Ignite the Explosive Power of Social Proof Recorded: Feb 19 2015 43 mins
    Barry Feldman, Feldman Creative
    Social proof is the most powerful weapon on the web. Recommendations from friends, opinions and reviews blow away all other forms of marketing. Go into battle without them and you'll soon be dead meat.

    Attend the Trust Bombs webinar and you'll leave armed with an arsenal of strategies for igniting the power of persuasion.
  • Employee Advocacy Case Studies from Hilton, Adobe & Dell Recorded: Feb 19 2015 43 mins
    Liz Brown Bullock, CEO and Co-founder, Social Arts and Science Institute (SASI)
    Hear how Hilton Hotels, Adobe and Dell have launched successful Employee Advocacy Programs to achieve key business results. The case studies will include organizational adoption challenges, lessons learned, popular content employees like to share, plus how to sustain the program through rewards and recognitions.
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    Denise Holt, Collaborative IQ; Amber Armstrong, IBM; Janine Truitt, Talent Think Innovations
    Mobilizing your employees as advocates directly addresses three of the most urgent human capital must-haves: leadership development, engagement & retention.

    Join this panel discussion with Denise Holt to discover how implementing an Employee Advocacy program can meet these needs head on and the its longterm effects on the organization.
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  • Live at: Nov 19 2009 12:00 pm
  • Presented by: Richard Austin, eMarketing Strategy Consultant
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