The Point

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5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Google AdWords Customer Match – similar to the custom audience programs offered by the big social networks, Google also allows advertisers to upload a list of email addresses and then reach those precise contacts via ads on Search, Gmail or YouTube. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

– Paid search advertising on Google via the new “customer match” program. 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.

10 Ways to Generate More Leads from Your Business Blog

The Point

But be careful – some experts claim that the technique can be subject to penalty by Google if they believe it represents an attempt to “ manipulate links to your site ”.). Here are 10 proven ways to generate more leads from your blog. And no, #1 is not “write better content” (because you already knew that.). 1. Optimize post titles for search. Offer multiple subscription options. No problem.

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

Choozle’s platform is designed to be run in-house, whether by a brand or agency. (HS) I have this pet theory that Google will inevitably offer demographically targeted search advertising in the not too distant future. But as far as advertising and ad tech go, I see it broken into two spheres: Google and The Rest of The World. Let’s start with a definition. contextual targeting.

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Content Methodology: A Best Practices Report

resources Blog, social, email Google Analytics, biannual. editor) Blog, social, email, paid distribution Google Analytics, engagement. on social Google Analytics, engagement. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. the stories.

Top 10 Demand Generation Resolutions for 2014

The Point

It’s a pretty sure bet that Google will change their search algorithms again this year, and SEM practitioners everywhere will tinker away under the hood of their precious PPC campaigns, in a valiant attempt to stay ahead of the curve and the competition. It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Test more.

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

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. Its top 25 US-based search advertisers alone spent more than $1.3 Twitter. 6. Facebook. General.

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Infographic: Top 10 B2B Paid Search Mistakes

The Point

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. Click on the infographic to view full size.

Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Excerpted from the Spear white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google Adwords™ Campaign Isn’t Working and What to Do About It.” It’s easy to see why. Your search campaign should measure: 1. And so on.

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

This is critically important: ensure that the thank you/confirmation page, confirmation email, and reminder emails all have a clear, easy-to-use, and prominent icon or link that enables the reader to add the Webinar to his/her Outlook/Google/iCal calendar. Similarly, someone confirming their attendance via Google+ will have that event appear automatically in his/her Google calendar.

Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign

The Point

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. Let’s review your options when it comes to match types: Broad match is Google’s default option. These include plural forms and what Google determines are relevant variations that may not be as relevant for you.

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Evangelizing a Content Marketing Program

And in the wake of Google Hummingbird, high-quality, engaging content that people spend lots. There’s. a lot of evidence to indicate that Google is looking at. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II.

How Much Of My Demand Generation Budget Should I Be Spending On Lead Nurturing?

The Point

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.

Why I Don’t Care About Spam Rates and Sender Reputation (and Neither Should You)

The Point

But in practice this is a much more severe issue for B2C marketers, for whom a reputation problem with one ISP, say a Yahoo or Google, can have enormous implications for deliverability. 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. really do. HTML design is another.

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Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think

The Point

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.

Branding is Not Demand Generation. Stop Pretending That It Is.

The Point

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. understand. Wait, what?

Content Marketing Playbook: Strategy and Roadmap

you Google it, you’ll find a thousand different blog posts. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in. emerge.

5 Simple PPC Landing Page Changes that May Improve Your Quality Score

The Point

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. However, if there’s one truth about PPC advertising, especially on Google, it’s that the rules change constantly.

B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?

The Point

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? Financially, is Google prepared to lose all those clicks (and click revenue) that would disappear as a result? Technically, it should be possible.

5 Campaign Ideas for When You Have No Content

The Point

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.

Maker’s Mark: PR Debacle or Social Media Genius?

The Point

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. Group hug.).

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Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

The Long Distance Relationship: How to Work with a Remote Marketing Agency

The Point

Ask your agency to maintain a record of project status and “next steps” (perhaps using a file sharing platform like Dropbox or Google Drive ) so everyone is on the same page, and so you can access project updates even if your agency has already gone home for the day. 2. It’s also very likely that each of those same firms will focus on a particular industry: say, healthcare or high-tech.

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

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.

7 Tips for a Successful PPC Landing Page

The Point

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. 6. Where do most paid search (PPC) campaigns succeed or fail? Here are 7 tips that can make a difference: 1.

Marketing to the Person, Not the Business: The Critical Importance of Personal Value

The Point

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. Like the ability to keep one’s job. Or the ability to get home at a reasonable hour. When actually, nothing could be further from the truth.

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

The Point

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. You can also be notified of new posts by following us on LinkedIn or Facebook.”. 2. Download Now.

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How One SaaS Company Doubled their Lead Volume from Paid Search

The Point

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. What does a software company do when their paid search program is working well but just not generating enough leads? The results? Improved landing page effectiveness.

How to Revive a Dying E-Newsletter: 4 Tips

The Point

Use Google Alerts, social media, and your PR agency to help spot potential topics. The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. For all their benefits, however, newsletters are a royal pain to produce. Make it look good.

2011 B2B Marketing Outlook, According to Google

The Point

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. You can access a complete copy of the report here (no registration required).

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

26 Must-Have Negative Keywords for B2B PPC Campaigns

The Point

In Google, 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 career.

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Help Your Favorite Local Businesses Get Found on Google

The Point

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. At no cost to them. photos and videos.

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Report: B2B Blogging Trends in 2011

The Point

Title blog posts with Google search results in mind. 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. The 42-page white paper includes insights from industry thought leaders such as Ardath Albee, Jay Baer, Kristin Zhivago, as well as yours truly (see Page 13).

Gmail Priority Inbox: the Death Knell for Email as Lead Generation?

The Point

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. It’s a simple yet brilliant idea that could have broad consequences for email marketers. And that’s not a bad thing.

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

Top 10 Posts on B2B Lead Gen for 2010

The Point

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. Without further ado, here are the top 10 most popular blog posts from our blog, “ The Point ” in 2010 (as measured by page views). Comments after the fold. 1.

5 Reasons to Include Branded Terms in Your Paid Search Campaign

The Point

Tags: Google AdWords SEM SEO Search Engines search marketing paid search PPC search engine marketing

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How to Make Your Thank You Page Work Harder

The Point

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. The Thank You Page is the forgotten child of online marketing. But is that a missed opportunity? [.].

6 Easy Steps to Increase Leads from Your Corporate Blog

The Point

Title your posts for Google and Twitter. If your blog post showed up in a Google listing, would someone click on it? Forget nuance. Is it short (well short of 140 characters) so that someone can easily retweet it without editing? Does it immediately communicate, in specific, tangible terms, what the [.].

The Six Best Google+ Marketing Tools

Webbiquity

Despite its detractors , Google+ remains one of the “big four” social networks and has its share of prominent fans in the business world. For most websites, Google+ doesn’t drive the volume of social traffic that Facebook, LinkedIn, and Twitter do. As with Facebook , Twitter, and other popular networks, Google+ has also inspired its own ecosystem of tools.

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How to fix Google+

grow - Practical Marketing Solutions

Whether you think Google+ is dead, dying, or still on the rise, one thing is certain: something has to change. Google+ was meant to take on Facebook. Facebook was capturing a disproportionate share of our personal information and Google had to do something. Their You could argue that it did that … so why is Google+ in turmoil? Do we really need Google+?

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