Content Marketing

Hot Or Not? Finding Hot Prospects With Lead Scoring

As powerful as search marketing is for B2B lead generation, it has ironically served to increase the ages-old friction between sales and marketing. This is because when buyers use search to research solutions and find vendors, they are extremely early in the buying process—often long before they are ready to engage with sales. Passing these […]

Content Marketing

B2B Marketing: Blind Date To White Wedding

No one enjoys blind dates. Whether introduced by friends, the Internet, or your neighborhood matchmaker, it’s nerve-wracking to meet for the first time. Conversely, everyone loves weddings. The flowers, the tradition, the drunken dancing at the reception–you can find something you like. Everything that comes in between is the interesting part. You’re learning about each […]

Content Marketing

Lead Management: When Conversion Is Not Enough

Let’s listen in on a call between a sales rep and a new lead generated by a paid search campaign: Hello Sarah, my name is Brian, and I’m your sales rep from Widgets Inc. I noticed you recently clicked one of our ads and registered to download our paper “10 Ways to Better Profits through […]

Analytics & Conversion

Landing Page Testing: How Much Is Too Much?

Your landing page is a key part of any successful paid search campaign, and by now, the value of testing and optimizing your landing pages has become accepted wisdom. However, many testing methodologies—especially multivariate testing—are complex and are only appropriate for sites that get hundreds of conversions a day. Small- and mid-sized companies simply do […]

Content Marketing

Why Mobile Search Is Irrelevant To B2B Marketing

Mobile search is the hot topic this week, especially given SMX Local & Mobile and the fact that Google AdWords is showing text ads for free on mobile phones for the next 46 days. I spend my days helping B2B marketing professionals drive revenue and improve marketing accountability, so naturally I got to thinking about […]

Content Marketing

How To Optimize B2B Pay Per Click In Four Hours A Week, Part 1

In a typical B2B company, the job of managing pay per click campaigns is given to someone in the demand generation or business development team. For this person, managing PPC is at best a part time job, squeezed in around managing webinars, email campaigns, field events, whitepaper creation, and perhaps much more. This challenge is […]

Content Marketing

What’s Wrong With Social Media For B2B Marketing

Business-to-business (B2B) marketing is too often the ugly stepchild in the marketing family, especially when compared to the golden child that is business-to-consumer (B2C) marketing. B2C marketing gets all the glory, so much so that when people talk about marketing without a modifier, it’s usually assumed they mean consumer marketing, never business marketing. This is […]

Analytics & Conversion

Better B2B Landing Pages: A Case Study

If your goal is to make Google richer with no gain for your yourself, then stop reading. You don’t need to worry about landing pages or conversions. But if your goal is to grow your own business using search, then you must pay as much—or more—attention to converting traffic into leads as you do to […]

Content Marketing

Four Steps To Better Business Leads From Search

So you got a click on your PPC ad. Now what do you do? The job of the B2B search marketer is only beginning when a prospect clicks. As MarketingSherpa points out, the decision to click is microscopically unimportant compared to all the things you are asking from a prospect after they’ve clicked: Stick around […]

Content Marketing

The 5 Secrets PPC Agencies Don’t Want You to Know

Nearly three-fourths of companies that outsource their pay-per-click search marketing to agencies are dissatisfied with their results, and only 21 percent are completely satisfied, according to a Jupiter Research published late last year. What causes this dissatisfaction, especially for B2B marketers? There are five factors at work:

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