Includes Index.

1 Why Online Sales Matter
2 What an Online Sales Engine Can Do
3 Building a Metrics-Driven Practice
4 Breaking Down Silos to Get the Metrics You Need
5 The Audience Is Listening
6 Putting It All Together and Selling Online
7 Making Websites That Work
8 It’s All About Visibility
9 Running the Feedback Loop
10 Special Considerations for International Organizations
Appendix: TropiCo’s State of the Web Report

This book is designed to help companies view Internet marketing strategically, bring together marketing, sales and operations functions that were previously separate and siloed, and systematically capture and apply data to drive dramatic improvements in performance. Drawing on their extensive experience with enterprise clients, Catherine Juon and Dunrie Greiling show how to implement a more iterative, measurable, and repeatable approach to Internet marketing, gain better information about which online strategies are working best, deliver better-qualified leads to sales, build an "online sales engine" to track every customer relationship from the very outset - and, above all, grow profits. Rather than covering individual Internet marketing tools in isolation, they show how to integrate the full strategic toolkit: social media, pay-per-click, Google AdWords, SEO, site usability, Google Analytics, audience analysis, CRM, lead generation, site navigation optimization, and more. Readers learn how to use metrics and data analysis far more effectively to inform adjustments in both long-term strategy and short-term tactics. Along the way, the authors offer new solutions to challenges discussed in no other book - including the challenges of marketing, advertising, and pricing when Google flattens all channels and geographies into a single gigantic marketplace.