Managing Search Marketing Success at the C-level: What Your CMO Should Know

This webcast looks at what CMOs need to understand in order to truly understand the value they are getting from their search marketing investments, and how to create a set of metrics that will demonstrate this value.

Speakers:

• Sramana Mitra, columnist, Forbes.com;
• Richard Zwicky, Enquisite;

Webcast date: October 28, 2009

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Webcast Details:

For many organizations, search marketing has arrived in the executive suite: Chief Marketing Officers understand that it delivers results, Chief Financial Officers see that it requires dedicated resources. And everyone’s watching the bottom line. But what kinds of metrics are being used to measure the relative success of search marketing within the organization? What kinds of data should be used as benchmarks? How can marketing management convey the value of search in order to get the resources it needs to succeed?

We”ll cover:

• what the C-level suite wants from search
• what the search marketer wants from search
• how to build consensus and a data-driven culture that works

… and more

Richard Zwicky is the founder and CEO of Enquisite, which specializes in search analytics, helping online marketers improve the success of their search marketing campaigns and maximize ROI. He started Enquisite in 2005. Richard has been involved in search marketing for ten years, including founding Metamend in the late 1990′s. As CEO for Metamend he managed and led the optimization campaigns for web properties ranging from SOHO’s to Fortune 500 companies, and presented a various industry conferences around the world. Sramana Mitra is a Silicon Valley entrepreneur who has founded three companies and provided strategy consulting to over 80 organizations, large and small. She writes a business blog, Sramana Mitra On Strategy, and is a columnist for Forbes. She is also the author of the Entrepreneur Journeys book series.

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