The traditional marketing funnel is no longer. Online marketers can no longer afford the time nor money to "cast a wide net" in the hopes of generating the right prospects. Combine this with the fact that, now more than ever, people are educating themselves far earlier in the sales process than ever before -- the onus is now on marketers to educate and raise awareness for their brands as early as possible.
But what are the best ways to address these challenges? While relied on extensively by most marketers, email and search are really only most effective as prospects make their way to the lower stages of the funnel. And even though social media is a strong brand and awareness builder, these sites don't always guarantee the "right" audience is listening. The top of the funnel continues to grow wider and wider, yet most marketers are leaving money on the table as hundreds of their target prospects are left untouched.

Join Russell Glass, CEO of Bizo, and Lauren Vaccarello, Sr. Search Engine Marketing Manager of Salesforce.com as they address how to effectively use audience marketing to drive more qualified leads and new business from the top to the bottom of this new marketing funnel.

Attendees will learn how to:

- Leverage business demographics to better understand and more effectively reach your business audiences online
- Implement display advertising strategies that positively impact ROI of spend on existing channels such as search and email
- Deploy advanced retargeting strategies that offer the right message to the right audience even after they've left your website
- Do the math behind B2B display advertising to demonstrate ROI

Tuesday, February 8, 4 PM GMT - 11 AM EST/8 AM PST

Speakers:
Erica Schmidt, Global Search Director, iProspect
Kevin Thiele, Sales & Marketing Director, Searchmetrics Northern Europe

In this webcast we'll look at international SEO from the perspective of UK and European practitioners. Erica Schmidt, Global Search Director at iProspect, will discuss what goes into an effective international SEO campaign, particularly one that's managed outside the US. She'll explore the similarities -- and differences -- facing international search marketers, including:

* international link building campaigns and monitoring
* Reporting and Analytics
* Multi-lingual vs multi-regional

Following Erica's presentation, Kevin Thiele of Searchmetrics will discuss the challenges of providing clear, analytical information for International SEO campaigns that enable the digital marketing professional to make fact based decisions on where to focus activities for the best return. This will be followed by a brief demonstration of the Searchmetrics Suite - the world’s leading search analytics tool.

This webcast is sponsored by Searchmetrics.

This webcast will provide an overview of Facebook advertising for search marketing professionals. If you’re already adept at PPC advertising and marketing, find out what’s the same — and what’s not — with Facebook advertising.

PPC and social media marketer Ryan Lash will explore what every search engine marketer needs to know about Facebook advertising to succeed in 2011. Following Ryan’s presentation, we’ll hear some examples of how companies have expanded their online reach from traditional paid search advertising to paid social.

Attend this webcast and learn:

Fundamentals of Facebook advertising
Best practices for Facebook Ad creation
How Facebook differs from PPC advertising

Ryan Lash is Vice President and Director of Digital Marketing Services for ymarketing, a full-service digital media agency he founded in 2002.

Yahoo! & Microsoft Search Alliance – What? How? When?
Thursday, June 24, 2010 - 1 PM EDT (10 AM PDT)

Speakers:
Chi-Chao Chang, VP of Search Advertising Product – Yahoo!
Wendi Sturgis, VP Partner Management Group – Yahoo!
Lewis Lin, Director of Product Management and Marketing – Microsoft Search Advertising

Registration and information at http://searchmarketingnow.com

The Yahoo! and Microsoft Search Alliance is one of the biggest changes in paid search history. As a search marketer, are you prepared for the merged platforms?

This webcast features speakers from Yahoo! and Microsoft, who will provide more specifics on the Search Alliance.

In this presentation, you’ll learn:
•What the Yahoo!-Microsoft Search Alliance is all about
•How campaigns, keywords and creatives will be transitioned
•When the migration will occur

About the Speakers:
Chi-Chao is VP of Search Advertising Product, responsible for product management, research and development, and testing of sponsored search and content match product lines. He has held other senior leadership roles at Yahoo! in display advertising platforms, web search relevance and analytics and he built the first Yahoo! search assistant, the first human peer-reviewed search engine, and the Mail SpamGuard system.

Wendi Sturgis, Vice President of the Partner Management Group at Yahoo!, leads the account management team responsible for Yahoo!'s search and display partner relationships in the US. She also has responsibility for the operations, training and support functions that enable Yahoo!'s partners to maximize their revenue opportunities with Yahoo! Wendi drives the overall strategy for how Yahoo! serves clients; she focuses on enabling clients to leverage Yahoo's technology platforms as quickly and profitably as possible as well as expand revenue opportunities across our search and display marketplaces. Her team is also involved in product strategy to ensure that customer feedback is incorporated into Yahoo!'s product roadmap.

Lewis Lin is the director of product management and marketing for Microsoft search advertising. Lewis and his team sets marketing/field strategy and influences the adCenter product roadmap. Prior to Microsoft search advertising, Lewis worked on Hotmail product planning and marketing for Windows Server. Before Microsoft, Lewis held business development and product management roles at various companies, including Sun Microsystems and Citigroup. He received his MBA from Northwestern’s Kellogg School of Management and has a bachelor’s degree in computer science from Stanford University.

This webcast is sponsored by Marin Software.

SEO and Website Hosting: What You Should Know
Tuesday, June 22 - 1 PM EDT (10 AM PDT)
Speaker: Vanessa Fox, Contributing Editor, SearchEngineLand

Registration and information at http://searchmarketingnow.com

There's more to SEO than keywords, back-links and compelling content: understanding the back-end technical aspects of your website are just as important if you want to be seen favorably by the search engines and found by searchers.
In this webcast, we'll explore what every serious SEO should know about hosting -- from what to expect from your hosting services, to understanding which databases to use, to diagnosing hosting issues and their impact on SEO.
Whether you're an SEO consultant, an in-house SEO, or a web developer or designer, you need to understand the connection between site architecture, hosting, and SEO.

Our expert speaker, Vanessa Fox, will discuss everything from which server Operating Systems are used to how hosting services handle load balancing and redirects.
She'll also cover:
- How speed affects SEO
- How hosting services manage parked domains
-How hosting services manage aggressive bot traffic
-What to look for in a good SEO-focused hosting service

Vanessa Fox has been called a 'cyberspace visionary' by Seattle Business Monthly. She is a contributing editor for O'Reilly Found, a conference for web developers about SEO, and she is a frequent speaker at industry events. Previously, she created Google's Webmaster Central. She is the author of several publications, including Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, just published by Wiley.

Sponsored by Codero. Codero delivers dedicated and managed hosting solutions on-demand for small- to medium-sized businesses. Drawing upon 15 years experience, live support is available 24/7/365 as part of a portfolio of hosted IT solutions, including Business Mail, eCommerce, and network, backup, and security services. For more information, visit www.codero.com.

Companies don’t like to take unnecessary chances. When it comes to B2B buying processes, ninety-nine percent of it is about mitigating company and professional risk. But how big are the risks, and what are they really made of?

In this opening webinar of our five-part series, we uncover the variables that affect purchasing decisions and introduce the BuyerSphere, a mapping approach to help marketers understand the business buyer. Viewers will see two B2B companies as examples and watch as we map their product, market realities, and buyer characteristics.

Panelists:

Gord Hotchkiss (presenter) - President and CEO, Enquiro
Mark McMaster - Senior Planner of B2B and Technology Markets, Google
Ben Hanna - VP Marketing, Business.com
Matthias Blume - Chief Analytics Officer, Covario
Chris Golec - Founder and CEO, Demandbase
Jon Miller - VP Marketing, Marketo
Bill Barnes (moderator) - EVP Business Development, Enquiro

New Research on B2B Buying

With the project partners Google, Business.com, Marketo, Demandbase and Covario, Enquiro’s new primary research takes a fresh look at B2B lead acquisition and management strategy.

Business buying decisions are notoriously complex. Knowing why people do what they do has become an area of specialty for Enquiro. Multiplying the complexity of that question many times by making it an organizational buying decision including several people and corporate objectives, the entire process becomes extraordinarily convoluted and challenging.

Building on the past research presented by Enquiro on B2B buying behavior, this project takes a joint qualitative/quantitative approach to studying business buying. Through a series of webinars and whitepapers, marketers will get a new perspective on how to more effectively market to B2B purchasers. The findings point to actionable strategies and tactics as they apply to search marketing, marketing automation, online advertising, and the sales process itself.

Speaker: Addie Conner - Director of Search Marketing, CourseAdvisor, Inc

Wednesday, February 18, 2009 - 1:00 PM EST (10:00 AM PST)

Quality Score. You know it’s important. You’re just not sure how it works - or what you should do to get the highest Quality Score. Well, you’re not alone.

In this webcast, we’ll look at the history behind Google’s Quality Score as well as some of the more common myths and misconceptions. Find out what goes into Quality Score, and why understanding Quality Score is critical to the success of your PPC campaign.