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3 Reasons B2B Marketers Must Embrace Mobile… Now
Have you optimized your B2B website for mobile search? If not, columnist Patricia Hursh explains why you must work to become mobile-friendly...
Patricia Hursh
Patricia Hursh is president and founder of SmartSearch Marketing, a Boulder, Colorado-based digital marketing agency specializing in full-funnel lead generation solutions for B2B companies.
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Determine The True Value Of Your B2B Search Marketing Program
B2B marketers, if you’re measuring and evaluating “conversions” only — such as white paper downloads, webinar registrations, or...
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Should You Expect Sales-Ready-Leads From Search?
This is a mantra we hear far too often. Many B2B marketers expect their search marketing program to generate only high-quality leads that are...
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B2B Lead Generation Tips Part II
In my last article, we discussed B2B marketing challenges such as the need to generate high quality leads while driving a high volume of leads, and...
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B2B Lead Generation Via Search Marketing (Part I)
According to a recent Marketing Sherpa report, the top 3 marketing challenges facing B2B marketers today are: Generating high quality leads...
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How To Find Your Perfect PPC Bid And Budget
Balancing lead quality and lead quantity is a significant challenge for nearly all B2B marketers. How do you find the “sweet spot” for your...
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Does Quality Score Impact B2B Search Advertising Success?
The premise that ad popularity and a high quality score leads to improved search advertising results may or may not be true.... especially for B2B...
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What Business Searchers Are Looking For…. Might Surprise You
Business buyers use search engines throughout the entire research and buying process. For this reason, most B2B marketers utilize search marketing as...
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Marketing Insights From Search Funnels
As explained in my last article -- search engines can tell you a lot about your customers. Specifically I shared a few tools that enable marketers...
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Valuable Customer Insights Via Search Engine Tools
Forget about your SEO investment. Disregard your PPC budget. B2B marketers should be asking themselves, “Am I getting all I can from search...
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Finding The Optimal Cost-Per-Lead
It’s amazing how few companies can tell you what an online lead is really worth. I’ve found that most marketers embrace the lower is...
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B2B Search Marketing: The Cost of NOT Showing Up
Much has been written about B2B search marketing programs designed for lead generation and customer acquisition purposes. For lead gen efforts,...
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B2B Lead Generation Tips
The goal of many B2B search marketing programs is to generate online inquiries and leads. Search engine optimization (SEO) and pay-per-click (PPC)...
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Using Search Engines To Reach Business Executives
Many B2B marketers are frustrated by their inability to reach executive-level decision makers. Recent research indicates they needn’t look...
Analytics & Conversion
Invest First In Conversions, Then In Driving Traffic
Much time and energy has been devoted to improving PPC campaigns and SEO programs for B2B websites. The basic premise of advertising and optimization...
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Increase Online Registrations By Improving Downloadable Assets
Many B2B search marketing programs are designed to generate online registrations, inquiries, and leads. Typically, something of value (such as a...
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B2B Marketers Should Embrace “Tire Kickers”
Should marketers avoid paying for prospects who are early in the buying process and not ready to submit personal information or be contacted by a...
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Lowering Your Quality Scores To Increase ROI
B2B search advertisers must confront an annoying paradox. For most advertisers the billable event is the click. Yet for most B2B advertisers success...
Analytics & Conversion
Eight B2B Landing Page Conversion Tips
Driving prospects to your website is only half the battle. What can B2B marketers do to entice visitors to take desired online actions…and...
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The Brutal Realities Of The B2B Lead Qualification Process
So, your pay-per-click campaign has generated 100 registrations for the download of a white paper. One hundred conversions may sound pretty good, but...