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Measuring Your Online Success from Soup to Nuts

So much of what happens online can be measured. The data are fascinating, but not always useful. Jim Sterne, producer of the eMetrics Marketing Optimization Summit, Chairman of the Web Analytics Association and an eight-time author on using the Internet as a marketing medium offers up a framework for optimizing your marketing efforts. From banner ads, PPC and email marketing to persuasion metrics, conversion and social media, Jim underscores the need to get a handle on your business goals, embrace testing as a corporate culture necessity and aspire to using real time data for dynamic, automated marketing.
Recorded Jan 14 2009 41 mins
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Jim Sterne, Author & Producer, eMetrics Marketing Optimization Summit
Presentation preview: Measuring Your Online Success from Soup to Nuts
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  • The Customer Advocate Equation: Content, Customer Experience & Confidence Sep 16 2020 5:00 pm UTC 45 mins
    Christa Tuttle, Founder and CEO, Launch Marketing
    The customer experience (CX) has become one of the most significant factors to turn customers into brand advocates. A significant component of creating a cohesive, enjoyable, informative customer experience is your content strategy: delivering the right content to the right customer contacts at the right time.

    In this webinar, Launch Founder and CEO Christa Tuttle will discuss CX mapping and how to develop a content strategy that delivers relevant content at precise moments to maximize chances at creating true customer advocates. The presentation will include discussions about identifying and analyzing CX, hub-and-sub content creation, leveraging social media, content diversification and personalization, and more.
  • Linking Sales & Marketing for a Unified Customer Experience Aug 5 2020 5:00 pm UTC 60 mins
    Christa Tuttle, Founder and CEO, Launch Marketing
    Laying the groundwork for sales-marketing alignment is vital to success. According to MarketingProfs, alignment leads to 36% higher customer retention rates and 38% higher sales win rates. Even though alignment is proven to be critical to success, it can be difficult to get teams on the same page with processes that facilitate synchronicity.

    In this webinar, Launch Founder and CEO Christa Tuttle will help sales and marketing teams build the LINK to lock down criteria, identify standard processes, normalize regular communication and keep track of progress. By creating share language, processes and measures of success, B2B teams walk away from this webinar ready to establish a more efficient and united task force within the company.
  • Using Technology to Transform Marketing and Sales Into a Powerhouse Growth Team Jun 17 2020 9:00 pm UTC 45 mins
    Frank Cowell, CEO, Digitopia
    COVID-19 was a wake-up call for most businesses. If technology wasn’t powering your buyer experience before, now going digital is the only option. As a business leader, do you know what tech you can and should be using? Not sure how much time and effort you should dedicate to advancing your company’s data capabilities?

    Frank Cowell, CEO of Digitopia, will break it down in simple terms so you can quickly adapt to the changing landscape, and most importantly….empower growth in your business! 

    In this talk you’ll learn:
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    - How to define each stage of your buyer’s journey (and nurture them through the sales pipeline)
    - What outcomes your buyers expect from your brand at each stage
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    Frank Cowell is a speaker, best-selling author, and CEO at Digitopia, a digital strategy and execution agency based in San Diego, California. He works regularly with CEOs, CMOs, and VPs of Marketing who are looking to create amazing brand experiences while driving inbound leads. A self-taught programmer with a deep understanding of technology, Frank enjoys a unique blend of brand development and marketing savvy that enables him to offer fresh perspectives on often-complex marketing concepts that he distills into actionable, easy-to-understand language. An energetic and entertaining speaker, Frank presents regularly to regional and national organizations on topics related to branding and digital marketing, and he recently released his latest book, Building Your Digital Utopia, on Amazon.
  • The ROI of SEO: Bridging the Gaps within your Content Strategy Jun 17 2020 7:00 pm UTC 45 mins
    Verrion Wright, Director of Marketing, Contently
    SEO is a critical component of content marketing – bridging the gap between consumers and content. Unfortunately, it’s a key component missing from many marketers’ skillset. Google is the gatekeeper between you and your most valuable audience - the people searching for answers to the big questions and challenges related to your brand. In many ways, it’s the most powerful distribution channel at your disposal. Yet many marketers struggle to integrate SEO into their content strategy, and underestimate SEO’s intrinsic value to standing out in a competitive digital arena.

    A strong SEO strategy can transform your content marketing program, delivering compounding returns over time. In this webinar, Verrion Wright, Director of Marketing at Contently, will reveal how to create high quality content that Google loves, increases traffic, leads and revenue.

    You’ll learn:
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    - How to build your prospect pipeline and identify growth opportunities
    - 4 strategies that are sure to grow your SEO traffic
  • How to Grow Your Startup and Scale Your Product Using Rigorous Research Jun 17 2020 5:00 pm UTC 60 mins
    Robert J. Lewis, Ph.D.
    A broad overview of basic research methods accessible to product-based businesses of all sizes. The discussion focuses on the most common and useful qualitative and quantitative research methods, and how to overcome each technique's individual disadvantages.

    Participants will learn:

    - How to define their business problem better, and choose the right method(s) to solve it.

    - How to practically implement several very useful methods without the need for proprietary software.

    - How to leverage the data they already have to find insightful patterns.

    - Which methods are out there. Business leaders often do not realize there is a method that has been built specifically for their class of problem.
    Having a broad understanding of the types of techniques that are out there (*and what they are for*) can be 90% of the battle.

    About the speaker:

    Robert J. Lewis, Ph.D. is a quantitative social scientist and software developer. His academic work in media psychology and entertainment has garnered more than 700 citations in his discipline. He has worked with multiple clients on various types of research problems, including Whatsmywine.com, Summery.ai, Crux Climbing Gym, and Rhu Collective.  Additionally, he taught analytics and research methods to advertising students for seven years at The University of Texas at Austin.
  • Personalized is Profitable: A Data-Driven Approach to Personalized B2B Marketing Jun 17 2020 5:00 pm UTC 45 mins
    Christa Tuttle, Founder and CEO, Launch Marketing
    Much like B2C, B2B customers have become most responsive to marketing that’s tailored to
    them. According to SmarterHQ, 72% of B2B customers will only engage with personalized marketing messages. So how do you achieve marketing that speaks to each customer without completely invading their online personal space? It starts with effective, consistent and regulation-abiding data collection. In this webinar, Launch Founder and CEO Christa Tuttle will walk through the modern landscape of data-driven personalization, highlighting not only the data management best practices that make up the backbone of your personalization efforts, but also how to transform this data into the information you need for personalized marketing. Topics discussed will include tools for automation and personalization, the power of manual processes in personalization, creating targeted emails and more.
  • Critical Insights for Demonstrating Marketing’s Impact on the Business Jun 17 2020 1:00 pm UTC 45 mins
    Cynthia Stephens | Brendan Walsh | Sandra Wendland | Mike McKenzie
    How to build, optimize and measure digital experiences.

    At last count there were 8,000 martech solutions, and thousands of corresponding datapoints for marketers to ingest and make sense of. Most senior marketers receive daily emails with meeting requests to be pitched on the latest solution. How do we wade through this morass of solutions and data to pinpoint critical metrics needed for effective digital experiences demonstrating marketing’s impact on the business?

    Measure marketing impact on outcomes that count. Come join our fireside chat and hear how Lionbridge has transitioned to a data-driven marketing approach and put customers at the forefront of its strategy. Join this 30-minute panel discussion to get actionable advice, with specific examples on:

    1. Understanding the 7 telltale signs that you’re not optimizing your eCommerce site to increase conversion
    2. Pitfalls to avoid when building a multi-lingual SEO program to drive engagement across regions, languages, and industries
    3. How to build a high-performing content strategy with frequent, relevant messaging for personas
    4. Focus on the right accounts with an account-based strategy for B2B enterprise selling

    Moderator: Cynthia Stephens, VP Demand Generation, Lionbridge

    Brendan Walsh, Global Technical Search SME , Lionbridge
    Sandra Wendland, Manager Global Digital Marketing, Lionbridge
    Mike McKenzie, Senior Manager Demand Generation, Lionbridge

    Presenter Linkedin and Twitter profile links
  • Understanding and marketing to a scientific audience Jun 17 2020 12:00 pm UTC 45 mins
    Mathias Astell, Chief Marketing Officer, Hindawi Limited
    Science plays a pivotal role in modern society and the key way in which science is disseminated is through scholarly publishing. In this webinar, Mathias Astell (Chief Marketing Officer, Hindawi) will walk you through the ways in which a leading open access scholarly publisher uses customer and market data to develop a clear understanding of the trends and requirements in science communities around the world and uses this understanding to serve them with relevant, meaningful and impactful marketing. Through this webinar, attendees will gain an understanding of:

    - The makeup of the science publishing market, including the actors, levers, risks and opportunities for a marketer
    - The data required in effectively understanding this market
    - How these behavioural, market and community data are practically utilised to engage this market

    Science publishing is a fascinating, multi-billion dollar industry that is often somewhat obscure to those not in science or publishing – this webinar offers the chance to find out more about this industry and the interesting challenges and opportunities faced by marketers working in this space and the data they use to tackle them.
  • B2B Content Wars: 4 Components of a Winning Content Marketing Strategy Recorded: May 13 2020 53 mins
    Karthik Nair, Director of Demand Generation, JOOR
    Uncertain times call for going back to the basics, while staying nimble to respond as the
    situation keeps evolving in your industry. Marketers in every industry find themselves in a
    surreal situation today with the health crisis and potential financial crisis staring at us.
    Now more than ever we need to build a content marketing strategy that not just wins the
    attention of our audience in a highly competitive environment, but also finds a way to make lives easier.

    The 4 components to craft such a successful content strategy involve the need to have a
    deep understanding of the: 

    1. Questions the user would ask as they move through the buying journey
    2. Buying journey
    3. Channels where users spend time seeking solutions to their biggest challenges
    4. Data that will give you insights into how users are engaging with your content

    Join this webinar to access best practices and frameworks to:
     Build a content strategy that revolves around the users’ needs
     Identify the right distribution channels for each phase of the funnel
     Data you should collect to help you optimize your content strategy
  • Pivoting, not Pausing Content During a Crisis Recorded: May 13 2020 38 mins
    Levitica “Lee” Watts, Chief Marketing Officer, Smith, Gambrell & Russell, LLP
    With the current global crisis, marketers will need to approach marketing differently as we move forward. The temptation may be to stop marketing, creating or speaking to your audience. However, we must continue to prepare for growth and look to the future. This presentation will focus on content strategies marketers can implement when a crisis tempts you to stop marketing or pause your efforts. The goal is to pivot, not pause.

    Attendees will learn:
    -The importance of assessing your current content
    -Creative ways to repurpose content for the current situation
    -Strategic tactics for connecting the dots for business development
    -How to look for opportunities and leverage your company’s content
  • 3 Steps to Evolve Marketing Analytics from Manual to Autonomous Recorded: May 13 2020 61 mins
    Varun Kohli, Co-founder & Chief Business Officer, Stealth (Autonomous Intelligence) Startup
    How many marketers could answer complex questions like “Which 2 campaigns are demonstrating more than 10% growth in number of opportunities quarter over quarter?” 

    Among the organizations we’ve surveyed, maybe two out of ten. 80% would have to wait for a data analyst to create a report, a very manual human-to-human process. What if a machine-to-human AI approach could deliver those insights in seconds and without any manual work or asking questions?

    It’s time to solve the “last-mile” problem of user adoption and reduce dependence on reports and dashboards. Join this session to learn how one CMO went from 13-months-prep-time-for-the-annual-report approach to:

    Scaling BI and analytics tools beyond analysts to regular marketing users
    Leveraging AI and ML to automatically surface and deliver business insights
    Interacting with data through natural language audio-visuals instead of creating more reports and dashboards

    Also, learn how the largest energy drink manufacturer, largest global pharmaceutical company, and the largest exporter of Californian wines are solving these challenges.
  • Rethinking Relevance: Making Content Count Amid Overwhelming Uncertainty Recorded: May 13 2020 61 mins
    Rob Leavitt, Senior Vice President, Consulting, ITSMA
    Content marketing is never easy even in the best of times. B2B audiences have little time, little tolerance for anything but the most relevant and compelling material, and timing is everything (i.e., if it’s not the right time, don’t bother me!).

    Today, of course, we’re not exactly living through the best of times. Amid the onoing pandemic, B2B buyers are dealing with extreme market disruption and a fundamental rethink of where their businesses go next. Every industry and every account is different but overwhelming uncertainty is everyone’s new normal.

    In this context, how can we develop and deliver content that counts? What are our customers and prospects looking for, how can we know, and how can we be most helpful in this most stressful of times? We’ve already pivoted to deal with the lockdown; how should we think about content marketing for the rest of this year and beyond?

    Join ITSMA’s Rob Leavitt to explore what’s working now and what’s next for content marketing as we begin to shift from immediate responses to the COVID-19 crisis to the “next normal” of ongoing uncertainty. Rob will showcase effective new approaches and explore longer term guidelines for successful content marketing in a constantly changing environment.
  • THINK inside the box: The Evolution of Content Recorded: May 13 2020 35 mins
    Shallu Behar-Sheehan, CMO, Truata
    Many of us are exposed to the adage to constantly think outside the box.

    However, if we pause for a moment and recognise that our ‘new normal’ has resulted in not just us experiencing isolation, but also our budgets. We tend not to venture thinking inside the box because we are consumed with what’s outside it.

    The evolution of content during a crisis is forcing us to re-evaluate, repurpose & refresh what we have spent hours initially creating. Great content has the potential to stay relevant for evergreen use.

    Join this session and take away insights from the following:

    The 3 Cs (contact-centric content) and how to re-build this view
    The content conundrum – how to re-purpose the content strategy
    The migration of content consumption during a crisis
  • A Behind the Scenes Look at BrightTALK Recorded: Mar 19 2020 28 mins
    Nick Fagan, Managing Director
    Join us for a behind the scenes look at BrightTALK. Nick Fagan will provide an overview of how we work with marketers to support their content and demand marketing goals.

    You'll get to see how our technology works to support webinar, video and virtual event strategies in light of COVID-19 and you can ask any questions live.
  • Webcam Panel: Are you Leveraging New Technologies to Maximum Marketing Effect? Recorded: Feb 12 2020 43 mins
    Janice Dru, Cambridge Innovation Center | Ray Renna, IVI RMA GLOBAL | Christie Post, Hypergiant
    Social media, data analytics and artificial intelligence are all changing how marketers are connecting with their customers—are you ready for the revolution? This panel will explore the ways in which new technology is forcing marketing teams to rethink their practices, spanning everything from building the brand to developing new campaigns. Join us for a lively discussion that will help you drive your organization into the next decade.

    Join the Conversation to Learn:

    - How does social media affect brand/campaigns/engagement?
    - How are AI and analytics impacting campaigns?
    - What role does personalization play, and how can I make it happen?
    - What compliance requirements do I need to worry about?
    - How are internal relationships and networks affecting the marketing team?

    Moderated by Melanie Turek, VP Research and Fellow - Connected Work, Frost & Sullivan

    Janice Dru, Senior Marketing Director, Cambridge Innovation Center
    Christie Post, Marketing Director, Hypergiant
    Ray Renna, US Marketing Director, IVI RMA GLOBAL
  • The 7 Habits of Highly Effective Demand Gen Marketers Recorded: Feb 12 2020 46 mins
    Mary McCoy, Demand Gen Marketing Manager, Klaviyo
    Every demand gen marketer knows how complex the marketing mix has become—every day you get a LI message, cold email, or ABM outreach about how X new tool can get you Y% more leads. It’s incredibly exciting, but it poses a challenge. When constrained by time, resources, and budget, how do you grow acquisition meaningfully and scalably?

    During this webinar, I'll share seven tenets I've learned in my experience leading demand generation for two high-growth SaaS companies. Whether you're just starting out or looking to deepen your marketing know-how, you'll discover how to keep yourself grounded with strategies and tactics that drive results.

    Being a successful DTC marketer isn’t about relying on a silver bullet or mastering one paid channel. I'll show you how to think holistically about the sales and marketing funnel, develop a multi-channel approach, and accelerate sales pipeline. Register now!
  • Marketing’s Digital Divide: It’s Just Marketing Recorded: Feb 12 2020 33 mins
    Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy Group
    Customers are demanding intelligent omni-channel engagement. Marketers are expecting satisfying and challenging work experiences and rich career opportunities. Businesses require profitable organic growth.

    Read how to achieve all of the above through cross-functional work teams in an integrated marketing ecosystem!
  • Content that Connects: Accelerating Demand with C-Suite Content Recorded: Feb 12 2020 61 mins
    Rob Leavitt, SVP, Consulting, ITSMA & Leslie Cozatt, Sr. Director, Integrated Marketing, C-Suite Audience Engagement, Optum
    Absent compelling content, the most carefully designed campaigns fall flat. The challenge, of course, is that our customers and prospects are inundated with content and tune out all but the most timely and relevant material. And the C-suite audiences we all want to engage are the toughest of all.

    Marketers obsess over the newest tools and channels (TikTok, anyone?) but what we say is at least as important as how we say it. Yes, we’re all moving to more video and interactive (as well as back to direct mail), but how can we ensure that the core of our campaigns is substantive content that our audiences actually care about?

    Crafting compelling content, especially for executive-level audiences, is no simple task. Join ITSMA’s Rob Leavitt and Optum’s Leslie Cozatt to explore what the most skeptical buyers are looking for and how the most successful marketers are developing and using C-suite thought leadership content to accelerate demand in the most challenging markets.
  • Great Campaigns Don’t Chase: Demand Generation Starts with Knowing Your Audience Recorded: Feb 12 2020 36 mins
    Keith Johnstone & Dennis Le, Contrast Digital Marketing
    Simplify your demand generation process by breaking it down and focusing on the components that matter most. Dividing the process into 4 steps, you can create an effective demand generation strategy that will drive interested leads into your sales team's open arms. Rather than chasing potential customers down and selling them on the same value propositions you and all your competitors are using, consider what it will take to make them chase you.

    · Define your audience

    o Maximize the effectiveness of your campaigns by starting with understanding the needs your product satisfies, and who will benefit most

    · Gather insights

    o Consider how and where your audience spends their time to identify what their interests, needs, or parallel pain points they may suffer from are

    · Demonstrate value

    o Create compelling content that attracts them to you and demonstrates value – something that will make your audience say thank you

    · Set the bait

    o Lastly, use your content and leverage targeted marketing channels to drive leads to you


    As General Manager of Contrast Digital, Keith directs all marketing activities and has a track record of successfully growing client revenues and lead volume quarter over quarter. He has had his insights featured in publications like Forbes, Entrepreneur Magazine, Sales and Marketing Magazine, and HubSpot Sales to name a few.

    Specializing In digital demand generation, Dennis has been in the marketing industry for nearly a decade. He has worked on campaigns across industries including software, professional services, and construction, executing campaigns that have helped drive leads in excess of $20M in potential revenue.


    Keith Johnstone, GM, CMO, CDO, Contrast Digital Marketing

    Dennis Le, Digital Demand Generation Manager, Contrast Digital Marketing
  • LinkedIn: your best Demand building tool Recorded: Feb 12 2020 41 mins
    Rod Sloane, LinkedIn Champion
    Whether you are in sales and marketing you will be aware of the growth and adoption of LinkedIn. LinkedIn is now the preferred platform of choice for many when it comes to lead generation.

    You may be using the platform for content sharing, advertising or brand awareness. This webinar outlines why you should consider LinkedIn for direct lead generation, too.

    Rod Sloane will be sharing

    Three key insights
    Five key questions

    that you should be asking your sales team to improve their LinkedIn cold prospecting to build your early pipeline activities.
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  • Presented by: Jim Sterne, Author & Producer, eMetrics Marketing Optimization Summit
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