Internet Marketing Start to Finish: Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics (Que Biz-Tech)

Pinned on August 27, 2013 at 8:04 pm by Marian Stephens

Internet Marketing Start to Finish: Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics (Que Biz-Tech)

Internet Marketing Start to Finish

A breakthrough system for attracting more customers on the Internet


Internet marketing is the fastest, most efficient way to attract profitable new customers—if you run it strategically and systematically. This book shows you how. You’ll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship…and, above all, grow profits!


You’ll Learn How To:


• Craft flexible strategies that can quickly learn from experience

• Eliminate “silos” that prevent effective measurement and execution

• Overcome obstacles ranging from culture to processes to individual behavior

• Build a powerful online sales engine to track customers through the entire relationship

• Avoid dangerous data and weed out junk leads

• Integrate web KPIs into business decision-making

• Link web to lead to CRM analysis

• Redefine messages to respond to your key audiences’ personas

• Architect and design sites to improve user experience and conversion

• Write highly findable content, and then make it even more visible

• Start a feedback loop for continually optimizing both tactics and strategy

• Globalize Internet marketing for diverse languages and cultures

• Translate your performance into boardroom-ready reports



CATHERINE JUON, Co-Founder & Catalyst of Pure Visibility, has worked in the Internet space for nearly 20 years. She has extensive experience helping companies develop integrated online marketing strategies that leverage online advertising, search engine marketing, and social media.


DUNRIE ALLISON GREILING, Director of Happiness at Pure Visibility, works with analysts to derive actionable recommendations from complex web data and develop strategic Internet marketing plans. She has more than a decade of web content and project-management experience.


CATHERINE BUERKLE has 18+ years of experience in usability design, web-based media, technical communication, project management, and marketing. She founded ArborComm, Inc., and co-founded the Digital Design Institute of Michigan.



ISBN-13: 978-0-7897-4789-1

ISBN-10: 0-7897-4789-8



R. R. Fraspa says:

An eye-opening book I have worked in the silo of public relations (P.R.), which used to be separate from marketing.In many respects that separation is archaic. P.R. and marketing now overlap and co-exist online withinsocial media websites and communities. I received a review copy of this book and, as non-technicalP.R. professional, I found this book an eye-opener.Authors Catherine Juon, Dunrie Greiling and Catherine Buerkle are coaches experiencedin dealing with novice and experienced marketers, and they address their readers’ concernssystematically and with clarity.The authors write in plain, accessible English in order to help readers judge the maturityof their current online marketing plan. They offer solid methodology for measuring the value of aprogram in order to improve it. They also detail simple ways to get significant improvements.If you’re interested in developing and/or refining an Internet marketing plan, Internet Marketing,Start to Finish provides deep, personal coaching on how to weave together the elementsof a successful web-based plan.

BJ Fischer says:

Highly Recommended Book for Marketing and PR Professional If you are an marketer or PR professional looking to learn how to market online, you have probably found that there is a preponderance of books that pontificate in frustrating generalities about “finding your tribe,” but a lack of books with practical and actionable advice on how to operate a grown-up marketing program for actual business people. If that is how you feel, this is the book for you. It is well written, thoughtful and detailed, providing the tactics that you need to make an impact on the web. Just as importantly, it shows you how to harness the analytic power of the net, so you know what is working and what is not working. I’m glad I read the book, and I can’t wait to get to the office and put it into action.

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