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Webinar Recap News & Analysis

Leverage Data-Driven Marketing to Measure Business Impact

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As the growing reliance on data reshapes marketing, many CMOs wonder which metrics to collect and how to use them to boost company profits. There's a secret to that. In fact, there are four.

Heidi Bullock, vice president of demand generation at Marketo, outlined those yesterday in a CMSWire webinar, The Survivalist's Guide to Data-Driven Marketing. The session was sponsored by Marketo and you can watch it by clicking on the frame at the end of this story.

Bullock explained that marketers need to understand the close connection between their budgets and the company's financial success. For example, they could ask themselves what impact would a 10 percent increase in the marketing budget have on their company's profit?

The Next Phase of Collaboration: Getting the Job Done

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While many companies struggle to adopt social business practices, others have found ways to generate real business results through collaboration.

The difference often comes down to a structured approach to social business that was explored yesterday in a CMSWire webinar featuring Jim Lundy, CEO and lead analyst for Aragon Research, Matt Wenger, CEO of ThinkTank and Kim Glover, manager of knowledge management for FMC Technologies. The session was sponsored by ThinkTank.

What's structured collaboration? Lundy explained it's basically a mash-up of existing social techniques with product management technologies augmented by predictive analytics.

Razorfish Exec Shares Tips on Data-Driven Marketing

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What today's marketers can do, want to do and intend to do often doesn't match what they actually do in data-driven marketing.

In yesterday's CMSWire Webinar "How to Avoid Failing as an Always-On Marketer," Jack Lynch, vice president for data science at Razorfish, shared observations and advice based on his 20 years of experience with marketing technologies and analytics. The webinar was co-sponsored by Razorfish and Adobe.

Making Sense of B2B Marketing Analytics

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Almost every B2B marketer understands analytics have changed the way goods and services are sold. Many, however, don't understand how to translate all those numbers into actions that generate more revenue.

That reality came into focus yesterday in the CMSWire webinar "Trends and Challenges of B2B Marketing Analytics in 2014." The program was based partly on a results of a survey of more than 500 marketing professionals authored by Holger Schulze, vice president of eG Innovations.

Schulze and Amit Varshneya, vice president for consulting and strategic services at Demandbase, offered suggestions to marketers based on the study. 

How to Ensure Success in Your Customer's Journey

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You wouldn't climb the highest mountain without a guide or take up parachuting without an instructor. So why expect your customers to succeed without some guidance?

Today, it's important to help your Software-as-a-Service (SaaS) customers to succeed by analyzing the way they use your product and step in when they need help. This approach, known as customer success, has grown rapidly over the past couple of years. It's a byproduct of the subscription economy that has turned the traditional sales model on its head.

The subject was explored in depth yesterday as customer success executives from Totango and Kapost shared their ideas in a CMSWire.com Webinar sponsored by Totango.

How to Get Started in Web Experience Personalization

2014-21-August-PaintedLadies.jpgAll savvy marketers -- along with most shoppers -- understand the advantages of personalizing websites. Netflix, Amazon and other companies have trained us to expect a shopping experience tailored just for us.

When we get something else, reactions can range from mild disappointment to utter frustration. Shoppers take their business elsewhere. Click. Click. Gone.

This phenomenon has spilled over to B2B marketing, where business buyers expect the same sort of shopping experience that they have in their personal lives. Is that unreasonable?

No, says Noah Logan, senior vice president of Upland Software and the general manager of its Clickability unit, which provides services to NBC, Cantor Fitzgerald and about 500 others sites around the world. He spoke Thursday in a CMSWire webinar titled "5 Effective Ways to Personalize Web Experiences." The session was sponsored by Clickability.  (Click to watch)

Choose the Right Path to Mobile

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We're more than halfway through 2014 -- the year when mobile usage will surpass desktop computing -- but many marketers and technologists are still scratching their heads about the best way to create a satisfying experience for mobile customers.

"Mobile is going to be there all the time. It's going to be in your face. So, really, are you ready for that?," asked Fred Faulkner, director of marketing and digital strategist for ICF Interactive (formerly CITYTECH). During a CMSWire webinar yesterday, he fired off a series of questions to mobile minded managers on the call. (Watch the Webinar)

"Are we ready for the 2.3 billion people who are going to be using smartphones by 2017? Are we ready for the fact that, of the smartphone users today, 62 percent are expecting a mobile friendly website?," he asked.

Forrester: How to Use Agile Marketing to Enhance CX

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The hardest part of shifting to a customer-centric corporate culture may be getting your employees to embrace it. But your strategies and technologies are useless unless they do, according to a Forrester Research analyst.

"It's not just delivering a customer experience. It's making and centering our business around a customer-first attitude and a customer-centric attitude," Anjali Yakkundi, who focuses on digital experience delivery and related topics for Forrester, said Wednesday during a CMSWire webinar.

The webinar, entitled "Agile Marketing: Creating a New Generation of Enterprise Digital Experiences," also included a case study of Zoetis by Nilo Paredes, global product and technology leader for Zoetis, and a review of customer requirements by Steven Plaat, marketing director for CrownPeak, which also sponsored the session.

Webinar Recap: DAM Helps Your Business Stay Competitive

Pruning shears may seem like a low-tech item, but a leading Swiss manufacturer has a high-tech way to stay ahead of competitors worldwide.

The case study of Felco illustrates how a digital asset management (DAM) system can help companies of almost any type to reduce current marketing costs, update marketing materials and put staff members to better use. The example was explored on Wednesday in a CMSWire webinar.

"The benefits to Felco are really reduced time to market in order to remain competitive, better utilization of resources, and repetitive work is reduced in favor of work of greater added value," said Marketing Asset Manager Catherine Schmid.  "We have less translation costs, and we have improved content quality. We are able to do much more for approximately the same cost as before."

Webinar Recap: How Social Business is Accelerating Sales & Marketing

Social Business for Sales, MarketingIf you are trying to find the best social business tool for your organization or simply looking to glean best practices and insights from those who have been there, there was a lot to learn from our recent webinar: How Social Business Tools are Accelerating Sales and Marketing. Read on for the webinar summary and the full event recording.

Webinar Redux - Optimizing Mobile Customer Experience with Responsive Design

Site managers and marketers everywhere are challenged by the tidal wave of mobile devices currently in circulation.

How do you deliver consistent, high quality digital experiences across desktop and mobile channels? This article recaps our recent Mobile Customer Experience webinar and includes a full video recording of the event. Dive on in.

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