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Establishing Your Demand Funnel: Having a Process from Click to Close

Recorded Jul 24 2012 48 mins
Presented by
Dave Lewis, CEO & Founder, DemandGen International
Presentation preview: Establishing Your Demand Funnel: Having a Process from Click to Close
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  • According to Econsultancy’s 2014 email marketing census, 36 per cent of marketers cite poor measurement and analytics as barriers to effective email marketing. They know that the right metrics will drive the right business results but while the essential metrics (delivered, opened, clicked or click to open) have served us well, they are not necessarily the ultimate measure over a period of time.

    In this webinar Skip Fidura of dotmailer takes a look at:

    How marketers can measure engagement though 'click and open reach' and 'dwell (or read) time'.
    The term 'the halo effect', how it can be measured and how it's in line with multichannel marketing measurement.
    The 'post click funnel' metric and making sure your campaign assessment isn't incomplete.
    How to examine your 'time of action' which will drive tests and improvements.
  • Editorial VB Insight webinar sponsored by Boomtrain

    Do you create the most relevant messages and experience possible for your customers? How's your accuracy?

    Or do they see generalized messages and offers that may be completely different depending on whether they engage with your company via ads, email, website, or your mobile app?

    Consumers are tuning out noise — unsubscribing from email, turning off notifications, blocking ads — and are increasingly expecting and engaging with personalized content. What's more, they're incredibly intolerant of mistakes and errors -- a recent study found that upon finding an error in personalized messaging, 16% would consider a competitor's business and 13% would immediately abandon the transaction all together. Yikes.

    In short, personalization is critical to the success of modern marketers, yet few are doing a good job today -- and are hemorrhaging customers without even realizing it.

    We'll help you not only understand who customers are, and how to personalize their experiences. By attending this webinar you'll:

    •Learn how to collect the right customer identity data
    •Benchmark according to what your peers are doing today
    •Objectives most commonly associated with personalization
    •Best practices for engaging customers across channels
    •Where in the funnel personalization can help most

    Andrew Jones, analyst, VB Insight, VentureBeat
    Cate Twohill, Senior director and managing partner of CRM services, WGBH, Boston
    Brian Witlin, COO, Yummly
    Wendy Schuchart, moderator, VentureBeat

    Check out VB Insight to access Andrew's Personalization research, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • What will marketers be tackling next year? Salesforce shows you why and how marketers can tackle the world of IoT and managing the customer journey across channels, at scale and integrated with sales and service experiences.

    Join a lively debate with Jeremy Waite, Head of Digital Strategy, Salesforce and Tom Smith, Product Marketing, Salesforce and see demos with examples showing Mattel and others' real life digital customer journeys and how you can manage yours with Salesforce marketing cloud.
  • Sponsored by TUNE

    There's no point in acquiring users if you're not going to engage them.

    By the end of this year, brands and publishers will have spent $70 billion on mobile ads. The inevitable result? The cost of mobile user acquisition is skyrocketing, hitting the high $3 and $4 range this year on average, but jumping to easily $15 to $20 for apps in hot, lucrative spaces.

    That’s why we’re saying user engagement is the new user acquisition.

    Almost 70% of users you acquire do NOT become long-term loyal users, players, or customers. Bringing that number down could halve or massively reduce your average cost of acquisition per user.

    How do you do that?
    What do you do?
    What do you NOT do?
    What results are possible when you engage better?

    There might be no one on the planet who has studied this space as much as VentureBeat's former VP of Research, John Koetsier. He's going to sit down with some chief marketing officers who are leading in the mobile engagement -- and we're also going to talk to the chief marketing officer from Playboy Media, a venerable publishing titan that has been around longer than than many marketers have been alive.

    In this webinar, you'll

    * Hear the mobile strategies that top tier B2C companies are using to engage consumers.
    * Discover the mistakes some marketers make in measuring mobile engagement.
    * Achieve the sweet balance between mobile customer engagement and user acquisition.
    * Get top notch industry survey results from VB Insight's latest mobile report.

    John Koetsier, Mobile Economist, TUNE
    Robin Zucker, SVP Marketing, Digital Research, Playboy Media
    Jason Allen, VP, Multichannel, GameStop
  • Is there any device more personal than the mobile phones consumers keep glued to themselves 24/7? It tracks where they go, when they go, and often, how long they stay there. They visit city parks and day care centers regularly? Chances are they’re a mom (or dad). They go to concert venues and trendy cafés? While they may or may not be a hipster, they’re probably a millennial.

    Not to mention all that content on their phones. The apps they download. The podcasts they listen to. The searches they perform.

    Personalization takes a giant leap when applied to mobile, and mobile marketing automation is essential to any marketer trying to reap its sweet rewards. It’s the only way to action all that data and turn it into meaningful mobile interactions.

    But what exactly do you need? And what’s the full potential? After all, you can’t act on what you don’t know.

    In this webinar, we’ll share how mobile unlocks the biggest gateway to personalization yet. You’ll hear how leading-edge companies today are turning the data from our GPS-enabled devices into profitable insights. And you’ll learn the best tools to get there.

    What you’ll learn:

    * How to use mobile devices to zero in on those tough customers
    * Get insight on VB Insight's latest personalization research
    * Hear tips from the top experts in personalization and mobile presence.


    John Koetsier, Mobile Economist, VentureBeat
    Wendy Schuchart, Moderator, VentureBeat
    Jesse Grittner, Senior Director, Loyalty, Strategy and Analytics, Aimia

    Check out VB Insight to access Andrew's personalization report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • Join Marketing Week and IBM for this bespoke webinar outlining the steps you need to reach true digital marketing optimisation.

    This enlightening webinar with Jo Roberts (Head of Content Marketing - Marketing Week) and Jeremy Bassinder (Executive Partner – FMCG - IBM) highlights the quick wins and long term strategies that form the blueprints you need to maximise your digital strategy.

    In this hour long session Jo and Jeremey will discuss:
    •Creating a digital blueprint
    •Test, test and test again
  • Companies from Sony, to Sephora use communities to stay-in-touch with their customers, keep pulse of the customer experience, innovate, co-create and, above all, improve marketing decision-making. Community members participate in on-site discussions, chat with one-and-other and businesses win by mining valuable consumer feedback, and engaging with customers in a meaningful and ongoing way.

    When surveyed, 56% of marketers report using, and 26% report considering branded community approaches for accessing consumer insight in 2015. Virtually all branded community users report that they receive unprecedented ROI from the communities they use and can’t imagine not having a community on-demand insight.

    Toluna is a leading provider of communities, and we power more than 200 communities for brands that you know and love. We’ll provide you with a sense of how these brands have saved money on their research costs, while obtaining more customer feedback from key target audiences.

    In this Marketing Week webinar, in association with Toluna, you’ll learn how:
    • Companies have made an ROI case for building a community of their own, and results achieved.
    • Communities can be implemented – the way that they can tie in with all aspects of marketing, including social efforts.
    • Case study presentations, brands that have put branded communities to work for them, and how they’re winning by obtaining a significant competitive advantage.
  • Whether your company is a huge B2B technology SaaS vendor or a small B2C retail company – or anywhere in between – maximizing the relevance of your website is critical to your success.

    Upwards of 97% of your web audience is anonymous. Can you afford to wait to begin personalizing until they share an email address?

    Web personalization affects bounce-rates, time-on-site, page views, conversions, and other critical success metrics. In fact, we found that 87% have seen a lift of at least 5% in their most important metrics, excluding those who say it’s too early to tell. Two in five (39%) have seen increases of at least 20% in their most important metrics.

    But your company is unique. What are your priorities? How do you address them? Which vendors are relevant – to your business type, company size, audience, and budget?

    In this webinar, you'll:

    * Learn key fail points in website personalization that are common mistakes for surprisingly large companies
    * Discover the best way to personalize website content -- it's not what you'd think.
    * Hear the best tips from industry insiders on strategic website personalization

    Andrew Jones, analyst, VentureBeat
    Amber Whiteman, VP Client Service, Metia
    Jeriad Zoghby, Managing Director, Global Personalization, Accenture
    Wendy Schuchart, analyst, VentureBeat

    This webinar will be based on Andrew Jones' VB Insight report, which will be published in September, 2015.

    Check out VB Insight to access Andrew's website personalization report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • Oct 21, 2015
    10 am PST/ 1 pm EST

    How do you get the best mobile users? That's a question thousands of app publishers ask themselves daily. We have the answer.

    If you build the best app in the world, it's going to be wasted if no one ever finds it. But there is a virtual sea of mobile apps out there, each clamoring for the attention of those top users -- the ones with the great attention spans or the deepest pockets. Most consumers will only tolerate so many apps on their phone -- that means yours has to really count. Mobile ad spending doubled last year and top apps are spending anywhere from $4 to $30 per user for fresh users.

    VB Insight took a hard look at mobile user acquisition -- the major players, the best strategies and the top user acquisition companies. We surveyed 731 mobile developers with over a billion users among them. We also studied data summarizing the results of almost 14 billion mobile ads, and talked to leading user acquisition experts. And now John Koetsier is going to give a first look at the data -- for free. We'll also talk to two experts in the field of mobile user acquisition and get their real world take on a very tempestuous arena. Your mobile strategy can't afford to wait another day -- don't miss this vital information and free interactive web roundtable.

    This webinar will be based on John Koetsier’s VB Insight report "Mobile User Acquisition: How top publishers get the best users for less money", which was published Sept 10, 2015. This is independent analysis and vendors did not have any influence on the outcome of this report.

    John Koetsier, VP Research, VentureBeat
    Rob Singer, CMO, Ancestry
    Robin Joy, VP, Web and Mobile Business, Docusign

    Check out VB Insight to access John's Mobile User Acquisition report, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • Just about every marketer is faced with the impact of digital technologies that are changing consumer habits and shifting the way we work.

    So how can you equip yourself to deal with this accelerating pace of change? And what strategies can you adopt to drive meaningful and continuous change?

    Join Econsultancy, Marketing Week’s sister brand, for a session covering the core areas of digital transformation and how you can address them within your own teams.

    On the agenda:

    •Organisational Structures and Resourcing for your marketing and digital teams
    •Insourcing vs Outsourcing key marketing roles
    •Securing Board Buy-in for digital initiatives
    •The role of agility and Innovation within digital transformation projects
    •Skills of the Modern Marketer

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  • Title: Establishing Your Demand Funnel: Having a Process from Click to Close
  • Live at: Jul 24 2012 6:00 pm
  • Presented by: Dave Lewis, CEO & Founder, DemandGen International
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