iSB - Bryan Eisenberg

Bryan is recognized worldwide as a leading expert on online marketing and marketing analytics. One of the co-founders and CPO (Chief Persuasion Officer) of Future Now, Inc., Bryan has been helping companies realize that to maximize results it is essential to incorporate expert persuasion techniques and a deep understanding of customer behavior into all marketing efforts. Bryan also is an inventor of Persuasion Architecture for which a patent is pending. Persuasion Architecture is a process for persuading customers when they ignore marketing.

Bryan is a co-author of the #1 best-selling Wall Street Journal, New York Times, USA Today, and BusinessWeek best sellers: "Waiting For Your Cat to Bark?" and "Call to Action". He is the publisher of Future Now's award-winning newsletter GrokDotCom, is the author of ClickZ's column "ROI Marketing", and has been a featured speaker at Ad:tech, DMDAYS, Search Engine Strategies, Shop.org, Internet World, Net.Marketing, DMA Annual, eMetrics Summit, Electronic Retail Association, & ClickZ Email Strategies and also teaches at Roy H William's Wizard Academy.

Bryan has been featured by The Wall Street Journal, The New York Times, Business 2.0, CXO Europe, Forrester Research, Jupiter Research, Miami Herald, BrandWeek, Publish, Internet Advertising Report (IAR), Chicago Business Tribune, Inc Magazine, Entrepreneur, Target Marketing, DM News, Microsoft's bCentral, MarketingSherpa, the Toronto Star, Smart Money & Internet Retailer for his thought leadership in the critical area of internet marketing, website design and improving online conversion rates, and web analytics.

Bryan is also one of the founders and Chairman of the Web Analytics Association. A successful entrepreneur in his own right, he also has consulted to and run seminars for companies such as: Universal Orlando, GE, PriceWaterhouseCoopers, AeroTek/ Allegis Group, Dell, Volvo, Computer Associates, Overstock.com, LowerMyBills, Agora Publishing, CafePress.com, SAS and many others.

Is Your Marketing Accountable? - Planning and Measuring Success Marketers are venturing into new, unfamiliar territories, juggling multi-channel strategies, allocating ad dollars among media, and trying to maximize new technologies-all at a time when consumers seem to find it easier than ever to bypass and ignore those efforts. The answer can't be to A/B test everything and see what sticks. Even with an infinite budget, nobody wants to simply throw everything up against the wall to see what sticks. With countless marketing allocation and messaging choices, businesses require a methodology for modeling customer behavior if they're to maintain an edge.

You will learn: -How Persuasion Architecture methodology can guide you in planning and prioritizing marketing tactics and leave no customer modality behind -How to make Persuasion Scenarios accountable across all your channels and segments -Strategies to help your business move beyond reporting metrics to actually analyzing data in order to determine why behaviors occur

Defining Your Online Persuasion Strategy: Moving Visitors toward the Close Every online visitor is a volunteer. If they refuse to participate by clicking on a hyperlink, the communication ceases and a break in persuasive momentum becomes clear. In both the B2C and B2B worlds, visitors' satisfaction with each click or "micro-action" strengthens their own, or their organization's, confidence to buy or buy-in; the ultimate "macro-action." You will learn: -How to create websites and multi-channel experiences that speak directly to the individual's motivations -Ways to avoid letting your business' metaphors and industry jargon affect communications with customers and prospects -How to build brand affinity and awareness by creating persuasive paths -How Persuasion Architecture can help your business plan for success by matching your key metrics to those of your visitors

Why More Online Traffic Doesn't Mean More Business Traffic quality has always been part of your online marketing discussion-albeit a small part of the game plan. But times have changed. Across industries, conversion rate increases are stalling, and it takes more traffic to convert fewer people. Businesses say they want traffic, but what they really want is more business. Whether new business comes in the form of a sale, lead, subscription, donation, or otherwise, the race to get more clicks often isn't worth running.

You will learn: -Why it is no longer a numbers game; rather, that every visit is either a positive or negative experience with your brand -How to ensure better quality traffic, better ROI, and better conversion for your Advertising and Search Engine Marketing budget -How to turn your keywords into "driving points" for Persuasion Scenarios before prospects have even visited your site -How to use your web analytics to determine if a given scenario is a success or failure -Strategies for beating traffic cost inflation with better planning and relevant messaging

Lead Generation and Complex Sales Whether you're selling big-budget financial services to Fortune 100 companies or engagement rings to jittery consumers, a sale is as complex as the effort it takes to address your customer's questions and concerns. To understand Marketing in today's world, we have to understand the customer as the driver and decision-maker of the vehicle of consumption. The "customer-in-control" has gained ascendancy in a world brimming with choice and information, yet the customer has learned to give great weight to her fellow customers' experience while retaining her own independence from them-and from your business. This, of course, has had a startling affect on conversion.

You will learn: -How "scent" leads customers and potential clients to effectively find what they want, even when they aren't aware they want it -How Calls to Action allow the customer to effectively gain what they want -Learn how to effectively plan customer-centric experiences using Personas and Persuasion Scenarios. -How to most effectively get prospects to identify and qualify themselves by strategically positioning content and forms -How to request information from a lead-how much and when to ask

Bryan Eisenberg

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