The Point

MAY 18, 2016

If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs. Based on our experience, here are the most common paid search mistakes made by B2B marketers.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

OCTOBER 11, 2012

In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. At the number one position, conversions (the ratio of clicks to leads) are generally lower and acquisition cost more expensive.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

AUGUST 27, 2019

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers ), quickly rivaling search advertising on Google. LinkedIn may afford you more real estate than Google Ads, but brevity is still your friend. Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MARCH 9, 2011

If, like me, you’re one of those consumers who googles anything and everything, you’ll be intimately familiar with search results on Google Maps (image at right), generated whenever your search query includes a location, such as “Chicago restaurants” or “Seattle dry cleaners”. Think of that page as your Google business listing.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

FEBRUARY 8, 2011

Tony Karrer and Tom Pick, founders of the popular B2B Marketing site B2B Marketing Zone just released a compelling report on B2B Blogging Trends in 2011. 2011 may be the year when B2B companies finally realize blogs are more than just a PR vehicle for propagating so-called thought leadership.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

NOVEMBER 10, 2016

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

MARCH 16, 2010

Conversion rates, for example, the rate at which clicks convert to leads (and a key metric for B2B campaigns), can be improved significantly by reducing the number of irrelevant clicks. In Google, negative keywords can be deployed at the both the campaign and ad group level. Have suggestions for other useful negative keywords?

PPC 100

PPC Keywords Campaigns SEM 100

The Point

MAY 19, 2020

To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. Integration of other, online channels ( Google , Facebook , LinkedIn , Programmatic) to nurture prospects outside the inbox. . How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. And the pundits said: no, no, the buyer is in control, he or she will decide when to respond, and B2B marketing is about being in the right place at the right time. Cue the advent of search marketing and Google AdWords.). Be aggressive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

FEBRUARY 24, 2015

The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

DECEMBER 6, 2010

26 Must-Have Negative Keywords for B2B PPC Campaigns. Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post. Comments after the fold.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Billion with Google in 2013. Ready to take the plunge into Social PPC?

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Google also defines the key factors through which an advertiser can improve that landing page experience. Only then will you be able to gauge whether or not the changes had the desired effect.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JANUARY 24, 2017

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Direct Mail – sure, it’s more expensive, but guess what: relatively few B2B companies use mail, so there’s less competition. Google AdWords – place ads on AdWords using the show name (and variations) as keywords.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JANUARY 12, 2023

When I asked my agency colleagues for their B2B predictions for 2023, no prizes for guessing which topic cropped up most often. Here’s what we’re expecting in the new year: “In the next 12 months, AI is going to fundamentally change B2B marketing. The Rise of AI & Other #B2B Predictions for 2023 Click To Tweet.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JUNE 26, 2013

The average attendance ratio for B2B Webinars tends to hover around 50 percent – i.e. half the people who register will actually show up. Similarly, someone confirming their attendance via Google+ will have that event appear automatically in his/her Google calendar. With that said, what can you do to reduce the no-shows?

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

NOVEMBER 25, 2013

Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. The bigger question is: as a B2B marketer, and more specifically, a B2B email marketer, is any of this really critical to your day-to-day campaigns?

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

MARCH 23, 2023

Set up program, possibly utilizing a dedicated testing platform like Google Optimize (due to sunset after September 2023) or VWO. That makes it an ideal discipline for “always on” channels like SEO, SEM , Display, or Paid Social. A well-planned CRO process involves these basic steps: 1. Define and assign values to desired user actions.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

OCTOBER 10, 2013

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. Yes, it’s useful to remember that B2B buyers are people, too. When actually, nothing could be further from the truth.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

NOVEMBER 15, 2022

When contacts engage with that first layer of ads, run retargeting ads across LinkedIn, Facebook, and Google Display Network offering different content assets to spark additional engagement. You could expand the reach further by using the same list to run account-targeted ads via a programmatic network or content syndication. Click To Tweet.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

MAY 30, 2013

Today, modern marketing channels have become so fragmented that B2B marketers are much more likely to work with a stable of agencies – a demand generation agency , for example, plus a branding firm, a PR shop, perhaps even an SEO consultant. Be up front about the way you like to work. Comments welcome.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

SEPTEMBER 8, 2010

This month, Google released a new feature called Priority Inbox , designed to help Gmail users better cope with email overload by automatically determining which emails are most important to you. Disclaimer: Google is a Spear Marketing Group client.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

JULY 20, 2018

Someone responding to a Google text ad, or a LinkedIn sponsored post may be only curious, or intrigued by your offer, but likely isn’t “sold” yet. Adjust your copy and key selling points accordingly. * For Google ads specifically, an effective landing page contributes to a higher “quality score” and a lower cost per click.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

SEPTEMBER 28, 2009

Title your posts for Google and Twitter. If your blog post showed up in a Google listing, would someone click on it? Tags: B2B Marketing Blogs Social Media blog marketing lead generation b2b demand generation b2b lead generation Demand Generation. Forget nuance.

Demand Generation 100

Demand Generation Leads Lead Marketing Qualified Leads 100

The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

DECEMBER 14, 2012

The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed. Her response to a Google ad.). I also recognize that most B2B marketers reading this will likely say their ratio is more like Company B: 80% lead gen, 20% nurturing.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

SEPTEMBER 1, 2009

As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. Tags: B2B Marketing Demand Generation Landing Pages marketo online marketing thank you pages web design.

Landing Pages 100

Landing Pages Marketo Demand Generation Tagging 100

The Point

JANUARY 25, 2012

Be sure to include sufficient selling copy to a) adequately sell the offer, b) address any anticipated concerns or objections, and c) help ensure a high quality score by offering what Google calls “ relevant and original content ” – i.e. content related to the offer in the ad. Don’t include external links.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

AUGUST 29, 2017

Target the prospect with custom, campaign-specific ads on LinkedIn ( LinkedIn Matched Audiences ), Google ( Customer Match ) or Facebook ( Custom Audiences ). Send gift “teaser” (e.g. send iPad case, request meeting to get the iPad). What other touchpoints or channels have you seen be successful for ABM sales plays? What did we miss?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JANUARY 31, 2011

Once Spear felt that that campaign was close to fully optimized on Google, they expanded the campaign to Yahoo and Bing, search engines that had contributed over marginally to the previous campaign. Expanded the scope of the campaign to include other search engines. Improve tracking to better measure PPC effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JANUARY 13, 2017

For a more detailed look at B2B search strategy, download our white paper: “ Top 10 B2B Paid Search Mistakes.”. To stress – this strategy is meaningless without a robust and effective nurture strategy in place. Otherwise, you’ll simply to be throwing unqualified leads at your SDR team only to be told “they weren’t ready.”.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

MARCH 6, 2013

Point #3: If you search on Google for Maker’s Mark today, the company’s PPC ad makes very specific reference to the controversy in the headline: “Maker’s Mark Bourbon – You Spoke. So what can B2B marketers learn from a contrite whiskey distiller? We Listened.” The same message also appeared on their Facebook page (image above.) .

Social Media 100

Social Media PR SIC Media 100

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Especially in the context of lead nurturing , the more ways a prospective customer is connected to your company – by email, Facebook, Twitter, LinkedIn, Pinterest, Google+, etc. Answer: you get creative. Promote social media connections.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 28, 2011

The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. Use Google Alerts, social media, and your PR agency to help spot potential topics. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

AUGUST 23, 2016

Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map. Sell peer interaction. The same reason that salespeople love in-person events (i.e.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

AUGUST 16, 2016

Origami Logic is driving traffic to the microsite, and awareness for the campaign as a whole, through an integrated online program that includes ads on Google AdWords and LinkedIn. The site looks great on mobile devices also, which was a real priority for us.”.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100