Measure What Matters: Use Data for More Effective Marketing

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Simplify! In this four-part series, discover how generalists and small teams can use data to effectively guide email, content, and social media marketing. </p> <p class="mb-2"> <i class="bi bi-person me-4" role="img" aria-label="Speaker information"></i> <a href="/events/measuring-what-matters/home/sa#speaker" class="text-white">Katie Robbert and Christopher S. Penn</a> </p> <p class="mb-2"> <i class="bi bi-calendar4 me-4" role="img" aria-label="Date information"></i> All sessions available to stream now! </p> <p class="mb-2"> <i class="bi bi-hourglass me-4" role="img" aria-label="Length information"></i> Each session is 60 minutes </p> <p class="mb-4"> <i class="bi bi-browser-chrome me-4" role="img" aria-label="Browser information"></i> For best experience, use Chrome to access our event platform </p> <div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/1038619934?badge=0&autopause=0&player_id=0&app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="MarketingProfs Working Webinar Series | Measuring What Matters: Use Data for Effective Marketing"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script> </div>   <div class="col-12 col-lg-5 login-box not-logged-in fade-in"> <div class="rounded-3 shadow" style="border: 2px solid white; overflow: hidden;"> <div class="bg-blue p-4 p-lg-3 text-center text-white"> <h2 class="h5 text-uppercase"> ALREADY A PRO MEMBER? </h2> <p class="mb-0"> Sign in with your MarketingProfs account to <a href="/login/?source=/events/register/438" style="color: white">register for free</a>! </p> </div> <div class="bg-white p-4"> <div id="registration" class="row justify-content-center not-logged-in"> <div id="registrationwrap"> <h2 class="h4 text-center text-uppercase"> Two ways to register </h2> <div class="row justify-content-center" id="registration-nli"> <div class="col-12 d-flex flex-column"> <a class="btn btn-lg btn-primary rounded-1 p-3 my-4 text-center" href="/upgrade/method?gt=new&type=1&adref=mwmwwupglp"> Go PRO for $279 </a> <div class="text-start fs-5"> <p> Yes! 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I want to attend <strong>Measuring What Matters: Use Data for Effective Marketing</strong> and enjoy a year of PRO membership! With PRO I get: </p> <ul> <li>AI for B2B Marketers (on demand)</li> <li> Master Classes (e-learning) </li> <li> Working Webinars (mini workshops) </li> <li> Ask an Expert (1:1 consultations) </li> <li> PRO Slack group, <a href="/upgrade?adref=mwmwwupglp" target="_blank">and more!</a> </li> </ul> </div> </div> <div class="col-12"> <div style="width: 100%; height: 20px; border-bottom: 1px solid black; text-align: center"> <span style="font-size: 30px; background-color: #fff; padding: 0 10px;"> OR  </span> </div> </div> <div class="col-12 d-flex flex-column mt-3"> <a class="btn btn-lg btn-outline-secondary rounded-1 p-3 my-4 text-center" href="/events/register/438"> EVENT ONLY $229 </a> <div class="text-start fs-5 mb-4"> <p> Sign me up for <strong>Measuring What Matters: Use Data for Effective Marketing</strong> </p> <p class="mb-0"> I understand I will not receive the <a href="/upgrade?adref=mwmwwupglp" target="_blank"> full benefits of PRO membership</a> with this purchase and that for $50 more I could have 12 months of PRO. </p> </div> </div> </div> </div> </div> <div class="row justify-content-center" id="registration">  <div class="col-12 d-flex flex-column"> <a class="btn btn-lg btn-primary rounded-1 px-4 my-4 text-center proview-not-registered" href="/events/register/438"> REGISTER NOW </a>  <a class="btn btn-lg btn-primary rounded-1 px-4 my-4 registered" href="/events/measuring-what-matters/sessions/sa"> PLAY RECORDINGS </a> </div> </div> </div> </div> </div> </div> </div> </section>  <section class="container-fluid py-4 py-lg-5" id="overview"> <div class="container"> <div class="row justify-content-between align-items-center"> <div class="col-12 col-lg-6 mb-4 mb-lg-0 fade-in slide-in from-left"> <h2> Series Overview </h2> <div class="fs-5"> <p class="mb-4"> What gets measured gets managed, right? Yes… but if you're measuring the wrong metrics, you'll get the wrong outcomes! </p> <p class="mb-4"> If you're guessing or stressing about the metrics your small marketing team should measure (and why), this series is for you! Data experts Katie Robbert and Christopher S. Penn host this four-part mini-workshop series, revealing exactly what marketing actions drive results. </p> <p class="mb-4"> You'll leave these interactive sessions knowing how to read and understand critical metrics, gain insights about your audience, and focus your efforts on marketing that supports your business goals. </p> <p class="mb-0"> This series focuses on email, content, and social media metrics. The practical measurement and analysis techniques Katie and Chris share will prepare you with the insights you need to scale your B2B marketing success. </p> </div> </div> <div class="col-12 col-lg-5 my-3 my-lg-5 fade-in slide-in from-right"> <aside class=""> <div class="bg-rich-grey rounded-top shadow text-white p-4"> <h3 class="h5 mb-0"> In this Working Webinar Series, you will: </h3> </div> <div class="bg-white rounded-bottom shadow fs-5 p-4" role="list"> <div class="d-flex"> <i class="bi bi-check-circle-fill text-fuschia me-3" role="listiem"></i> <p>Connect data measurement and the 5Ps to your email, content, and social media marketing mix</p> </div> <div class="d-flex"> <i class="bi bi-check-circle-fill text-fuschia me-3" role="listiem"></i> <p>Explore different ways your marketing mix can impact common business goals </p> </div> <div class="d-flex"> <i class="bi bi-check-circle-fill text-fuschia me-3" role="listiem"></i> <p> Learn basic analytics techniques for different marketing campaigns so you can understand the results of your efforts </p> </div> <div class="d-flex"> <i class="bi bi-check-circle-fill text-fuschia me-3" role="listiem"></i> <p class="mb-0">Practice data analyzation with sample performance reports and compare your ideas and insights with others to hear a variety of approaches and solutions </p> </div> </div> </aside> </div> </div> </div> </section>  <section class="container-fluid py-4 py-lg-5" id="sessions"> <div class="container"> <h2 class="text-center mb-4 mb-lg-5"> Sessions </h2> <div class="row">  <div class="col-12 col-lg-6 mb-4 fade-in"> <div class="shadow-sm rounded-bottom bg-white h-100"> <p class="bg-blue rounded-top prehead p-4 px-lg-5 py-lg-3 mb-0" style="color: #fff;"> Session 1 </p> <div class="p-4 px-lg-5 py-lg-4 mb-4" id="Agenda1"> <h3 class="h4 mb-3"> Foundations of Marketing Measurement </h3> <div class="d-flex flex-column flex-sm-row align-items-sm-end fw-bold">  <div>  <a class="btn btn-primary registered" href="/events/measuring-what-matters/sessions/sa/#session1"> Play Recording </a>  <a class="btn btn-primary basicview-not-registered" href="/events/measuring-what-matters/home/sa#registration"> Get On-Demand Access </a>  <a class="btn btn-primary proview-not-registered" href="/events/register/438"> Get On-Demand Access </a> </div> </div> <hr class="my-4"> <div class="fs-5"> <p> 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. </p> <p> During Session 1, you will: </p> <ul> <li> Understand the opportunities of marketing measurement for small B2B teams in everyday situations and scenarios </li> <li> Connect measurement to common marketing goals, including lead generation, brand awareness, and more </li> <li> Explore the 5Ps of marketing and how you can apply them in a practical way to your email, content, and social media </li> </ul> <p class="mb-0"> Especially on teams with limited resources, making data-driven decisions will have a positive impact on the results of your marketing efforts. </p> </div> </div> </div> </div>  <div class="col-12 col-lg-6 mb-4 fade-in"> <div class="shadow-sm rounded-bottom bg-white h-100"> <p class="bg-blue rounded-top prehead p-4 px-lg-5 py-lg-3 mb-0" style="color: #fff;"> Session 2 </p> <div class="p-4 px-lg-5 py-lg-4 mb-4" id="Agenda2"> <h3 class="h4 mb-3"> Email Marketing Measurement & Analysis </h3> <div class="d-flex flex-column flex-sm-row align-items-sm-end fw-bold">  <div>  <a class="btn btn-primary registered" href="/events/measuring-what-matters/sessions/sa/#session2"> Play Recording </a>  <a class="btn btn-primary basicview-not-registered" href="/events/measuring-what-matters/home/sa#registration"> Get On-Demand Access </a>  <a class="btn btn-primary proview-not-registered" href="/events/register/438"> Get On-Demand Access </a> </div> </div> <hr class="my-4"> <div class="fs-5"> <p> 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. </p> <p> During Session 2, you will: </p> <ul> <li> Review key email marketing metrics (open rate, click-through rate, conversion rate, etc.) so you can decide what to measure based on business goals </li> <li> Learn basic email data analysis techniques and efficient ways to interpret results </li> <li> Analyze a sample email performance report to measure the success of a campaign </li> </ul> <p class="mb-0"> 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. </p> </div> </div> </div> </div>  <div class="col-12 col-lg-6 mb-4 fade-in"> <div class="shadow-sm rounded-bottom bg-white h-100"> <p class="bg-blue rounded-top prehead p-4 px-lg-5 py-lg-3 mb-0" style="color: #fff;"> Session 3 </p> <div class="p-4 px-lg-5 py-lg-4 mb-4" id="Agenda3"> <h3 class="h4 mb-3"> Content Marketing Measurement & Analysis </h3> <div class="d-flex flex-column flex-sm-row align-items-sm-end fw-bold">  <div>  <a class="btn btn-primary registered" href="/events/measuring-what-matters/sessions/sa/#session3"> Play Recording </a>  <a class="btn btn-primary basicview-not-registered" href="/events/measuring-what-matters/home/sa#registration"> Get On-Demand Access </a>  <a class="btn btn-primary proview-not-registered" href="/events/register/438"> Get On-Demand Access </a> </div> </div> <hr class="my-4"> <div class="fs-5"> <p> 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. </p> <p> During session 3, you will: </p> <ul> <li> Map metrics to different stages of your content marketing funnel based on campaign objectives </li> <li> Practice basic content data analysis techniques and spot trends in your audience's behavior</li> <li> Analyze a sample content performance report to find opportunities for optimization </li> </ul> <p class="mb-0"> Prepared with these metrics and insights, you can use marketing strategies to optimize your content's headlines, themes, and CTAs for better results. </p> </div> </div> </div> </div>  <div class="col-12 col-lg-6 mb-4 fade-in"> <div class="shadow-sm rounded-bottom bg-white h-100"> <p class="bg-blue rounded-top prehead p-4 px-lg-5 py-lg-3 mb-0" style="color: #fff;"> Session 4 </p> <div class="p-4 px-lg-5 py-lg-4 mb-4" id="Agenda4"> <h3 class="h4 mb-3"> Social Media Measurement & Analysis </h3> <div class="d-flex flex-column flex-sm-row align-items-sm-end fw-bold">  <div>  <a class="btn btn-primary registered" href="/events/measuring-what-matters/sessions/sa/#session4"> Play Recording </a>  <a class="btn btn-primary basicview-not-registered" href="/events/measuring-what-matters/home/sa#registration"> Get On-Demand Access </a>  <a class="btn btn-primary proview-not-registered" href="/events/register/438"> Get On-Demand Access </a> </div> </div> <hr class="my-4"> <div class="fs-5"> <p> 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. </p> <p> During session 4, you will: </p> <ul> <li> Choose social media metrics based on different business goals such as brand building, lead generation, or community engagement </li> <li> Walk through social media analytics tools—both native platform analytics and third-party tools—and data visualization techniques </li> <li> Analyze a sample social media performance report and to identify key trends and opportunities for improved performance </li> </ul> <p class="mb-0"> 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. </p> </div> </div> </div> </div> </div> </div> </section>  <section class="container-fluid py-5 bg-white" id="speaker"> <div class="container"> <div class="row align-items-center justify-content-between"> <div class="col-12 col-md-6 col-lg-5 my-3 my-lg-5 fade-in slide-in from-left"> <img src="/assets/images/authors/katie-robbert_500x500.jpg" alt="Headshot of Katie Robbert" class="rounded w-100"> </div> <div class="col-12 col-md-6 fade-in slide-in from-right"> <h2 class="mb-1"> Meet Katie </h2> <p class="mb-4 speaker-info"> CEO | Trust Insights </p> <p class="fs-5 mb-0"> Katie Robbert is an authority on compliance, governance, change management, agile methodologies, and dealing with high-stakes, "no mistakes" data. As CEO of Trust Insights, she oversees the growth of the company, manages operations and product commercialization, and sets overall strategy. Her expertise includes strategic planning, marketing operations management, organizational behavior and market research and analysis. Prior to cofounding Trust Insights, she built and grew multi-million dollar lines of business in the marketing technology, pharmaceutical, and healthcare industries. </p> </div> </div> <div class="row align-items-center justify-content-between"> <div class="col-12 col-md-6 col-lg-5 my-3 my-lg-5 fade-in slide-in from-left"> <img src="/assets/images/authors/christopher-penn_500x500.jpg" alt="Headshot of Christopher S. Penn" class="rounded w-100"> </div> <div class="col-12 col-md-6 fade-in slide-in from-right"> <h2 class="mb-1"> Meet Chris </h2> <p class="mb-4 speaker-info"> Chief Data Scientist | Trust Insights </p> <p class="fs-5 mb-0"> Christopher S. Penn is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing, modern email marketing, and artificial intelligence/machine learning. As chief innovator of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction and Marketing White Belt: Basics for the Digital Marketer. </p> </div> </div> </div> </section>  <section class="container-fluid py-5" id="testimonials"> <div class="container d-flex flex-column"> <h2 class="text-center mb-4 mb-lg-5"> Don't Just Take <br class="d-md-none"> Our Word For It </h2> <div class="row row-cols-1 row-cols-lg-3 justify-content-center align-items-stretch"> <div class="col mb-4 fade-in slide-in from-top"> <div class="p-4 p-lg-5 bg-white rounded-1 shadow-sm h-100 d-flex flex-column justify-content-between"> <p class="fs-4 mb-4"> "Thanks for all the content and training you put out. 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