What are your top 3 tips to help business to business companies tackle the art of innovation? started experimenting with social bookmarking sites like Digg, del.icio.us Everyone loves search engine marketing (SEM) because it's so measurable: impressions, clicks, conversions, conversion rate, cost per click — it's all there on one nice screen. Companies need to have the right tools in place (and Marketo's marketing automation software system is one of the best) and then have the right processes in place to use those tools. You've been a B2B marketer since 1992.