The Definitive Guide to Marketing Metrics and Marketing Analytics

Elizabeth Smyth, Marketing Director, Marketo EMEA
The Definitive Guide to Marketing Metrics and Marketing Analytics shows marketing professionals how to talk the talk of C-level executives in terms of forecasting and reporting, and walk the walk to the revenue table by leveraging metrics that matter. Join Elizabeth Smyth, Marketing Director at Marketo EMEA, for a presentation where sheoffers advice to help you prove and improve your marketing ROI.
This webcast will show you:
• The right metrics for understanding and interpreting marketing results
• Why measuring marketing programs is difficult, and how to do it correctly and efficiently
• Revenue metrics that get the executives’ attention and prove marketing ROI
• The critical elements of a marketing dashboard
• What Revenue Cycle Analytics and Revenue Performance Management are, and why they’re crucial
May 22 2012
36 mins
The Definitive Guide to Marketing Metrics and Marketing Analytics
  • Channel
  • Channel profile
  • Using Predictive Analytics to Optimize Your Funnel Mar 19 2015 6:00 pm UTC 45 mins
    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 Mar 19 2015 5:00 pm UTC 45 mins
    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 Mar 19 2015 5:00 pm UTC 60 mins
    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.
  • Ask the Experts: The Most Important Analytics for Marketers Today Mar 19 2015 4:00 pm UTC 60 mins
    If 2014 was the year of big data, 2015 may be the year that marketers learn to effectively harness and act on that data. But which tools are must-haves, and which are distractions? Join our panel of experts as they discuss:

    • The biggest attribution challenges facing marketers today
    • The top analytics tools that all marketers should have in their technology stack
    • Important new metrics you should be thinking about
  • Optimizing your Message with Advanced Analytics Mar 19 2015 3:00 pm UTC 45 mins
    Digital targeting tools, data and advanced analytics have evolved to the point where you can understand and target desirable customer segments with customized messages. See a case study and learn best practices of how to use advanced analytics to focus and personalize your digital marketing on your most desired audiences.
  • Show Me Your Stack! with Doug Sechrist VP Demand Marketing, Five9 Recorded: Feb 27 2015 53 mins
    Find out what's in Five9's marketing tech stack in Lattice's Secret Sauce Series: Show Me Your Stack.

    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 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 Doug Sechrist:

    Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications.
  • Social Selling: Leveraging Social Media & Employee Advocacy to Drive Revenue Recorded: Feb 26 2015 62 mins
    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
    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.
  • Transform Your Mobile Engagement Strategy Recorded: Feb 26 2015 59 mins
    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
  • Show Me Your Stack! with Jim Williams VP of Marketing, Influitive Recorded: Feb 24 2015 59 mins
    What tools do other marketers use? Find out in Lattice's Special Sauce Series: Show Me Your Stack! with Influitive VP of Marketing, Jim Williams.

    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 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 Jim Williams:

    Jim Williams is a veteran marketer for early and growth stage tech companies. He loves bringing transformative concepts to market. Before joining the Influitive team he held marketing leadership roles at Eloqua, Unveil Solutions, Lernout & Hauspie, and several PR agencies.
  • Employee Advocacy Case Studies from Hilton, Adobe & Dell Recorded: Feb 19 2015 43 mins
    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.
  • How to Develop Leaders & Engage Your Workforce Through Employee Advocacy Recorded: Feb 19 2015 47 mins
    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.
  • Employee Advocacy: Fuel for Paid, Owned, Earned Marketing ROI Recorded: Feb 19 2015 21 mins
    You know your employees are your best brand advocate. You want to help them engage with your customers. How will you tie an employee advocacy program back to revenue? This case study will define how to build your employee advocacy program to amplify paid asset, earn additional marketing reach, drive to your owned content, and ultimately deliver ROI.
  • How your business can unleash high-value web and mobile leads Recorded: Feb 11 2015 61 mins
    As more consumers use smart phones to search for information while on the go, advertisers are embracing a new (old) way to connect with consumers by turning mobile searches and mobile ads into phone leads. According to Google, 70% of all mobile searchers have called a business directly from search ads using Adwords click-to-call ads and research firm BIA, estimates that mobile search will generate more than 70 billion calls from consumers to businesses in 2018!

    While the prospect of moving beyond impressions and clicks to drive new, high-value, phone leads is incredibly appealing to many businesses; it is also raising some important questions:

    •How will businesses manage the exploding call volume?
    •How can inbound calls be identified by the advertisement that was clicked on?
    •How can non-lead related calls be routed to self-service channels?
    •How can the most important calls be routed to right person to respond?
    •How will they be tracked?
    •How can businesses staff to handle fluctuate call volume?

    Join Michael Boland, industry analyst from research firm BIA/Kelsey and Richard Dumas, Director of Product Marketing at Five9 for this informative webinar that addresses the above questions around this mobile click-to-call trend and provides useful advice for businesses that want to maximize sales conversions from mobile click-to-call campaigns.

    If you run local business and want to learn how to acquire more new customers you will benefit by attending this webinar!
  • Unlock the Power of Predictive Lead Scoring Recorded: Feb 5 2015 43 mins
    You’ve probably heard about companies that are evolving their traditional lead scoring practices to a predictive scoring approach, but you might be wondering how it really works, what kind of companies need it and how it really drives value.

    Get a glimpse into why marketers are adopting predictive scoring, how it compares to traditional scoring and what you should consider before you deploy. We’ll also look at some creative, out of the box use cases and review some case studies for how to successfully adapt your marketing and sales process to a predictive scoring model and handle the subsequent change management.
  • 4 Best Practices for CRM Data Hygiene Recorded: Feb 4 2015 45 mins
    As marketers, we're seeing an accelerated pace in the number of programs we're actively managing so it's understandable that there is a lot of focus on measuring outcomes. An often overlooked element that can affect success is the quality of the data we use for our programs, particularly if you factor in the two most common ways we reach customers: email and direct mail.

    Join LiveRamp, Webbula and Acxiom on Wednesday, February 4 for best practices that will help you extract the most value from your CRM data. In this webinar* we’ll cover:

    * Potential brand and economic impacts stemming from poor data
    quality
    * The correlation between data quality and increased match rates
    and accurately understanding your potential audience
    * Common ways to increase deliverability
  • 3 B2C Customer Experience Secrets Every B2B Should Know Recorded: Feb 3 2015 62 mins
    Two thirds of B2B companies Forrester surveyed said the way they interact with customers has fundamentally changed as a result of B2C. The majority of B2B customers are using mobile devices to research and buy products online. Do you have a strategy for this?

    Join industry leaders to learn:
    * How B2C expectations are fueling the new B2B buyer behavior
    * Crossover threats from B2C titans
    * What you need to be doing differently to stand out
  • How to get the most out of your Inbound Marketing Recorded: Jan 22 2015 60 mins
    Too often, valuable leads get stuck in the funnel and stall the sales cycle, bottlenecking your sales team’s efforts. The solution? Accelerate the funnel.

    Join Rob and Giles to discover industry trends, tactics and best practices on how to unstick leads in order to turn them into customers, with key metrics & reporting.
  • How to Get Noticed: A Guide to Eye-Catching Emails Recorded: Jan 22 2015 25 mins
    Join Jessica as she breaks down what it takes to create actionable email content. She'll cover the new rules of email promotions, what the customer wants to see in their inbox, best practices for A/B testing, and the 4 must-haves for a successful email.
  • Dialing Up Better Demand Gen Conversions Recorded: Jan 22 2015 27 mins
    Sales dialing automation products are popular with business development and inside sales teams. But dialing solutions can also be effective in speeding up the demand generation cycle.

    Learn how B2B demand generation teams are using dialing automation to:

    • Increase webinar and trade show attendance
    • Qualify leads faster
    • Convert referrals
    • Integrating social media with telephone prospecting
    • Linking sales dialing with marketing automation and sales force automation
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  • Title: The Definitive Guide to Marketing Metrics and Marketing Analytics
  • Live at: May 22 2012 10:00 am
  • Presented by: Elizabeth Smyth, Marketing Director, Marketo EMEA
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