The Triangle Offense of One-to-One Marketing...How Smart Marketers Use Email, CRM and Analytics to Drive Sales, Build Relationships and Keep Customers Connected to their Brand

Competing and winning in today's challenging marketplace requires the ability to proactively manage the “customer conversation” throughout the product evaluation and purchase process.

As the number of messaging channels has exploded, marketers are overwhelmed with options and are under constant pressure to deliver measurable ROI. And do it with flat or declining budgets.

In this presentation, Joel Book will explain why corporate websites have become the “hub of marketing” and provide a “behind the scenes” look at how smart marketers are using digital marketing tactics and technologies including search, email, analytics and CRM to attract, engage, convert and retain customers.

What Attendees Will Learn

• The five core components of an effective “digital marketing framework” and why these have become the foundation of effective one-to-one marketing strategy.
• Why email has become the “connective tissue” of one-to-one marketing, and how to use it to manage the customer conversation throughout the customer life cycle.
• What direct communication channels are preferred by business for receiving information and offers. And why a multi-channel approach works best.
• How to use web analytics to make your website more engaging and execute behavior-triggered email that aids the customer's decision-making process.

About Joel Book

Joel Book is Director of eMarketing Education for ExactTarget, a leading provider of software, services and integrated solutions for permission-based email communications.