videos
Editor's Pick
Micro-Conversions
Gary Slack, Founder, Chairman & Chief Experience Officer of Slack Barshinger, explains that the best metrics for B2B companies are micro-conversions - the steps a buyer takes along the business cycle - because most B2B sales do not happen online. By measuring micro-conversions, they can see which activities are more predictive than others of getting further into the buy cycle.
Editor's Pick
Searchification of Display
Paul Pellman, CEO of Click Forensics, talks about using analytics to make display advertising more like search.
Editor's Pick
Video Energizes
Kevin Howard, Brand Director, Global Marketing for ConocoPhillips, explains that video energizes marketing communication for the otherwise low-engagement category occupied by Conoco-Phillips.
Editor's Pick
Going Digital
Diane Dudeck, Senior Director of WW Media Strategy at Cisco, talks about how Cisco dramatically increased their spending on digital over the course of one year. She talks about how digital became the focus of their marketing - causing them to make sweeping changes in other areas too, such as their website, their ad agency and their creative.
Editor's Pick
B2B Digital Marketing
Steve Pacheco, Director of Advertising for FedEx, talks about how FedEx is changing the rules with regard to B2B marketing. He talks about how FedEx was one of the first to use digital in several ways to attract B2B audiences.
Editor's Pick
Customized Landing Pages
Matt Strain, who works in Relationship Marketing at Adobe Systems, talks about how Adobe has used Omniture to customize landing pages for consumers based on the search terms they typed in to get to the site.
Editor's Pick
Shift to Engagement
Peter McCallum, VP, Account Director of BBDO, talks about how FedEx has shifted from a focus on transactions to a focus on engagement.
Editor's Pick
Advertisers' Needs
Lynee Alves, Director of Online Media Sales for Apartments.com, discusses advertisers' need for direct response and converting and lead activities. The user cannot be controlled, and this is a challenge for publishers.
Editor's Pick
Doing What Works Best
Steve Pacheco, Director of Advertising for FedEx, discusses what FedEx is doing to make their budgets work harder. They are using stringent metrics for every marketing dollar spent, investing heavily in the platforms that have worked for them in the past, and going where the audience is leading them.
Editor's Pick
Social Changed B2B
Jamie Grenney, Senior Director of Social Media for Salesforce.com, talks about how social media have changed B2B marketing. Today, instead of simply putting potential customers in an e-mail marketing database, companies are trying to establish conversations with customers, and particularly with advocates.
Editor's Pick
Digital Leads
Jeff Julian, from Oracle's Global Search Marketing team, talks about how the next big challenge in SEM will be integrating with salespeople. Salespeople often think of leads that come from digital marketing as weaker than traditional leads, so Julian believes the challenge will be in getting leads to salespeople in a way that will help them convert at a higher rate.
Marketing Education
Piper Jameson, SVP-CMO of Educational Services, talks about how advertisers in the education sector need to learn to be flexible because of all the current changes in regulation. She also discusses how marketers need to engage prospective students by talking to them and giving them all the information they need.