Kim Johnston, VP of marketing for consumer and enterprise at Parallels, and Lynda Maybury, senior director of online marketing at Parallels, delivering their presentation at Parallels Summit 2010.

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(WEB HOST INDUSTRY REVIEW) — in the “Masterclass Online Marketing” presentation, Kim Johnston, VP of marketing for consumer and enterprise at Parallels, and Lynda Maybury, senior director of online marketing at Parallels discussed key points in implementing a successful online marketing strategy.

Johntson opened her presentation with a quote from a former collegue, who said that in order to achieve great customer experience it needs to be intentional, differentiated and consistent.

In creating value and differentiation, Johnston said that companies must effectively develop their mission, values, benefits, solution, unique features, and proof.

Echoing previous sessions that afternoon, Johntson stressed that companies should really know their customers, that is, the type and size of company, their role in buying decision, and key aspects of their buying behavior.

Maybury then took over and discussed best practices of online marketing. she suggested that companies should use relevant keywords, learn and understand their customer needs, and create multiple landing pages.

She also walked through companies on how they can optimize the website, using a case study involving UPS including the use of online tools, which eventually led to a 300 percent growth in site vistors.

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