Forrester: - Making Leaders Successful Every Day

Event Overview

Search engine marketing will grow to $31 billion by 2014 — fueled primarily by search's targeted, pay-for-performance structure, which means every dollar spent can be tied to a clear return on investment. How can you make search engine marketing work for you?

This Workshop helps participants build search into their overall marketing efforts. Specific exercises help marketers with testing their site visibility across search engines; determining, purchasing, and evaluating the right keywords for their business; and integrating search with other channels in their marketing mix.

This Workshop features:

• In-depth sessions about critical topics like search engine use, keyword advertising, search engine optimization, search marketing's role in the marketing mix, and evaluating search marketing providers.
• Hands-on exercises to help participants monitor their competitors' site visibility and evaluate their paid listings.
• The opportunity to share, learn from, and network with other attendees and Forrester analysts.

During this full day of presentations, hands-on exercises, and discussions, a Forrester analyst will teach you how to:

• Create a customer-centric search strategy. The best search programs actually understand what language consumers use when searching. But most search marketers eschew this approach and craft a search strategy based on the internal language they use to describe their products. This session will introduce an approach for crafting your search programs around your searchers, rather than just around your products.
   
• Improve your site visibility. Learn how search engines catalogue and rank content in their natural search results in order to improve your own search engine visibility. Attendees will learn how to eliminate barriers to their site content, easy adjustments to improve positioning, and tools to monitor visibility.
   
• Plan and buy keywords. Attendees will learn tricks for optimizing return from keyword buys by defining the right process and goals for their program as well as tactics for managing bids, internal staff and search marketing partners.
   
• Establish search in your marketing mix. Consistent with past studies, email, search, and display media are still the most used interactive channels. Attendees will use Forrester tools to determine how what role search should play alongside other interactive tools.
   

Who Should Attend?

This Workshop is relevant for attendees from both B2B and B2C companies. Appropriate attendees include:

• Marketing managers or directors who oversee the development and execution of search programs. These candidates have program-level responsibilities and may be looking for help managing search marketing programs, selecting or managing their search marketing agency, and improving search results.
• Marketing VPs who are establishing the company's overall marketing strategy and want to understand how to best leverage search as a vital piece of an integrated marketing strategy.
• Account managers or directors at marketing services firms who want to understand how to keep search marketing effective for their clients.

Why Attend?

• Work closely with Forrester analysts. Attendance is limited to maximize client-analyst interaction.
• Understand the trends and technologies that matter most to your role.
• Complete hands-on exercises applying the same methodologies that Forrester analysts use for their own research.
• Network with peers facing similar goals and challenges.
• Leave with best practices and tools that will improve the return on your search marketing programs.