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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 to identify buyer needs, emerging market trends, and competitive threats. Today I’ll cover another (free) tool that can help you understand your customers’ entire search process, and the best ways to capitalize on this data to improve marketing results.
Forget about your SEO investment. Disregard your PPC budget. B2B marketers should be asking themselves, “Am I getting all I can from search engines... for free?” Consider this: searching is the second most popular online activity today — second only to email. In fact, comScore (August 2009) estimates that Google alone handles 304 million searches […]
Much has been written about B2B search marketing programs designed for lead generation and customer acquisition purposes. For lead gen efforts, success metrics typically focus on volume of leads, cost per lead, and quality of lead. Many B2B marketers are starting to question this simplistic approach and are no longer willing to ignore the opportunity […]
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 sales person? Should these “tire kickers” be avoided so that marketers can focus their attention on generating more valuable, sales-ready leads? While this approach may seem logical at first, I […]
B2B search advertisers must confront an annoying paradox. For most advertisers the billable event is the click. Yet for most B2B advertisers success depends not on clicks, but rather on conversions: the percentage of visitors who take the desired online action, such as downloading a white paper or registering for a webinar. B2B marketers must […]
What! No webcasts, demos or podcasts available for download on your site? Worried you’re getting left in the dust by more savvy digital marketers? Don’t despair. Business buyers continue to show a preference for fast and simple online information.
A close look at recent market studies sheds some light on what’s happening in the world of business-to-business marketing, and provides several interesting insights regarding search marketing. It appears that business marketers’ perceptions are changing and as a result—budgets are starting to shift. Slower Adoption Rates As part of Forrester’s Marketing Effectiveness Survey, conducted in […]