Working Webinar Series
Measuring What Matters: Use Data for Effective Marketing
Overwhelmed by data? Simplify! In this four-part series, discover how generalists and small teams can use data to effectively guide email, content, and social media marketing.
Christopher S. Penn and Katie Robbert
January 15, 22, 29, and February 5
12:00pm ET | 9:00am PT
Each session is 60 minutes
For best experience, use Chrome to access our event platform
Sessions
Session 1
Foundations of Marketing Measurement
January 15
12:00pm ET | 9:00am PT
60 minutes
Build a measurement mindset! When you understand and apply the fundamentals of data analysis, you unlock new possibilities for growth and success in your career.
During Session 1, you will:
- Understand the opportunities of marketing measurement for small B2B teams in everyday situations and scenarios
- Connect measurement to common marketing goals, including lead generation, brand awareness, and more
- Explore the 5Ps of marketing and how you can apply them in a practical way to your email, content, and social media
Especially on teams with limited resources, making data-driven decisions will have a positive impact on the results of your marketing efforts.
Session 2
Email Marketing Measurement & Analysis
January 22
12:00pm ET | 9:00am PT
60 minutes
Email insights can show you the valuable, actionable next steps to take to achieve your business goals—whether that's increasing your leads, making sales, raising awareness, or other business goals.
During Session 2, you will:
- Review key email marketing metrics (open rate, click-through rate, conversion rate, etc.) so you can decide what to measure based on business goals
- Learn basic email data analysis techniques and efficient ways to interpret results
- Analyze a sample email performance report to measure the success of a campaign
Email data may not be as reliable as it once was—but it still has valuable secrets to share. This session will help you make sense of the data you have.
Session 3
Content Marketing Measurement & Analysis
January 29
12:00pm ET | 9:00am PT
60 minutes
Today's buyers want to read your brand's content before talking with sales. Discover how to track your content's performance and understand reader engagement so you can optimize for results.
During session 3, you will:
- Map metrics to different stages of your content marketing funnel based on campaign objectives
- Practice basic content data analysis techniques and spot trends in your audience's behavior
- Analyze a sample content performance report to find opportunities for optimization
Prepared with these metrics and insights, you can use marketing strategies to optimize your content's headlines, themes, and CTAs for better results.
Session 4
Social Media Measurement & Analysis
February 5
12:00pm ET | 9:00am PT
60 minutes
Your buyers are on social media—and the brands they see are top-of-mind. Discover how to track and refine your social media engagement to increase your message's effectiveness for the right audience.
During session 4, you will:
- Choose social media metrics based on different business goals such as brand building, lead generation, or community engagement
- Walk through social media analytics tools—both native platform analytics and third-party tools—and data visualization techniques
- Analyze a sample social media performance report and to identify key trends and opportunities for improved performance
When your social media campaign is focused on the most relevant metrics for your objectives, you can stop worrying about likes—and focus on hitting the business targets in front of you.
