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| | THE POINT
OCTOBER 11, 2012 Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think
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. Unfortunately, the only guarantee that comes with targeting the number one position for your search ad is a big bill from Google at the end of the month.
| | THE POINT
APRIL 30, 2013 Branding is Not Demand Generation. Stop Pretending That It Is.
Over at TechCrunch, writer Josh Constine recently penned an intriguing article about the potential for social media platforms eating into Google’s near monopoly on search advertising. 'Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. No problem. understand. Wait, what?
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| | THE POINT
DECEMBER 14, 2012 How Much Of My Demand Generation Budget Should I Be Spending On Lead Nurturing?
Her response to a Google ad.). It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months. One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. Can a firm like this rely 100% on lead nurturing? In short: no.
| | THE POINT
JULY 13, 2012 Do Lead Nurturing Campaigns Always Need an Offer?
If you want to share links, well: that’s what Twitter, Facebook, Google+, Pinterest et al are for. In my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? Or can you get away with a link to content, perhaps content that’s not even your own? have my concerns, however, about extending it to lead nurturing and the email medium.
| | THE POINT
JUNE 27, 2012 5 Campaign Ideas for When You Have No Content
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. For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Answer: you get creative. Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. Run a survey.
| | THE POINT
JANUARY 25, 2012 7 Tips for a Successful PPC Landing Page
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. Where do most paid search (PPC) campaigns succeed or fail? Here are 7 tips that can make a difference: 1.
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THE POINT 2011 B2B Marketing Outlook, According to Google
| THURSDAY, JANUARY 20, 2011
Our agency recently developed a report summarizing the results of a B2B marketing survey commissioned by Google
and conducted by research company Ipsos OTX. Least surprising result (it is Google
, after all): Search Marketing (SEM and SEO) was ranked the most effective channel for generating new leads. B2B Marketing Demand Generation SEM SEO Uncategorized search marketing google
ipsos otx Spear Marketing GroupIn the survey, more than 600 B2B marketing executives answered questions about their budgets, marketing mix, and key challenges for 2011. MORE >>
THE POINT 26 Must-Have Negative Keywords for B2B PPC Campaigns
| TUESDAY, MARCH 16, 2010
, negative keywords can be deployed at the both the campaign and ad group level. For more tips on how to improve the success of your PPC campaign, download a copy of our free white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google
™ Campaign Isn’t Working and What to Do About It. ”. Tags: B2B Marketing Google
AdWords SEM search marketing paid search PPC Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. Have suggestions for other useful negative keywords? career. careers. job openings. MORE >>
THE POINT Maker’s Mark: PR Debacle or Social Media Genius?
| WEDNESDAY, 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. By now you’ve probably read about a momentous recent decision, and the very public reversal of that decision, made by Maker’s Mark , a distiller of small batch bourbon based in Loretto, Kentucky. mere week later, after a firestorm of protest erupted on social media and the Internet in general, the company reversed course. We realize we can’t lose sight of that. Let’s translate, shall we? Group hug.). Cheers! MORE >>
THE POINT 3 Ways to Make Your Corporate Blog’s Sidebar Work Harder
| THURSDAY, MARCH 29, 2012
If you post blog content to your Facebook or LinkedIn or Google
Plus page, add those also. Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed to make an impact: 1. Promote subscriptions prominently. Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. MORE >>
THE POINT B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?
| THURSDAY, OCTOBER 18, 2012
Which leads me to wonder: if indeed this becomes more than a trend, and develops into a standard feature of B2B display advertising, can Google
, or even Yahoo/Bing, be far behind in offering their own version of demographic targeting? Imagine, if you will, the option to display search ads (through Google
AdWords) only to companies that match up with your target attributes, instantly eliminating the wasted investment in conversions or leads that will never become sales-ready prospects. Technically, it should be possible. MORE >>
- Top 10 Posts on B2B Lead Gen for 2010 THE POINT | MONDAY, DECEMBER 6, 2010
- Help Your Favorite Local Businesses Get Found on Google THE POINT | WEDNESDAY, MARCH 9, 2011
- Report: B2B Blogging Trends in 2011 THE POINT | TUESDAY, FEBRUARY 8, 2011
- How to Revive a Dying E-Newsletter: 4 Tips THE POINT | MONDAY, NOVEMBER 28, 2011
- How One SaaS Company Doubled their Lead Volume from Paid Search THE POINT | MONDAY, JANUARY 31, 2011
- Gmail Priority Inbox: the Death Knell for Email as Lead Generation? THE POINT | WEDNESDAY, SEPTEMBER 8, 2010
- How to Make Your Thank You Page Work Harder THE POINT | TUESDAY, SEPTEMBER 1, 2009
- 5 Reasons to Include Branded Terms in Your Paid Search Campaign THE POINT | WEDNESDAY, JUNE 3, 2009
- 6 Easy Steps to Increase Leads from Your Corporate Blog THE POINT | MONDAY, SEPTEMBER 28, 2009
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