The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. This is consistent with the larger trend of PLG (Product-Led Growth) in B2B tech, in which customer acquisition, conversion, and retention are driven primarily by the product.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

NOVEMBER 10, 2016

The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 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. billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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. Include a brief description of your company.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JULY 20, 2018

. * Sell the offer, not the product. 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. Don’t pitch your company. Should You Use the Same Landing Page for Email and Online Ads? via @spearmktg. Click To Tweet.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

FEBRUARY 24, 2015

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.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

JUNE 26, 2013

However, in the context of, say: lead nurturing , getting a prospect to attend the event, see your product, listen to your vision/message/expertise/thought leadership, etc. Similarly, someone confirming their attendance via Google+ will have that event appear automatically in his/her Google calendar. Add More Detail.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

MARCH 16, 2010

In Google, negative keywords can be deployed at the both the campaign and ad group level. At the ad group level, use negative terms that are specific to that particular product group, industry, or landing page, but that might not apply across the entire campaign. Have suggestions for other useful negative keywords? job openings.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

MAY 30, 2013

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. The more your agency knows, the more they can contribute fresh thinking.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

OCTOBER 10, 2013

His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more immediate and personal. This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. Like the ability to keep one’s job.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

JUNE 3, 2009

A client writes: “If we include our company and product names as keywords in our PPC (paid search) campaign, won’t we simply be cannibalizing our SEO effort, i.e. paying for clicks that we otherwise would have generated for free?” Tags: Google AdWords SEM SEO Search Engines search marketing paid search PPC search engine marketing.

Paid Search Agency 100

Paid Search Agency SEM Adwords Campaigns 100

The Point

JANUARY 31, 2011

That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity. But the marketing team needed search to contribute more to the company’s overall lead generation goals.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JANUARY 25, 2012

Remember, it’s not the company you’re selling, or the product, it’s that white paper or video or Webinar the prospect gets when he or she fills out the form. Be cautious with customer logos, award icons, and gushing quotes of praise for your company or product. Sell the offer. Once you’ve decided on the right offer, sell it.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 6, 2013

The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content in their bourbon from 45 percent to 42 percent, ostensibly in order to boost supplies of its product to meet high consumer demand. We have a very special product. Let’s translate, shall we? We have loyal and passionate fans.

Social Media 100

Social Media PR SIC Media 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Increased Developer Productivity. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. A simple text link will do the trick: White Paper: 5 Keys to. Download Now.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

AUGUST 23, 2016

Sell the event, not the product. Whatever you do, don’t waste valuable real estate trying to convince the reader how great your product is. Sell the event, not your product or service. Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map. No-one cares.

Peer-to-peer 60

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

The Point

JULY 13, 2012

If you want to share links, well: that’s what Twitter, Facebook, Google+, Pinterest et al are for. I expect any marketing email to have a tangible offer of immediate value, not just a link that the company deems I might find of interest. But maybe that’s just me.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

JANUARY 13, 2017

However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice. The types of keywords, therefore, most likely to generate late-stage prospects are those related to your brand, product, or product category.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JUNE 27, 2012

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. Promote social media connections.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

JANUARY 12, 2023

Solution- and product-focused messaging has its place, particularly at the tail end of the sales cycle, but initial engagement will be built on companies connecting with audiences at a human, emotional level.”. Marketers will be rushing to figure out Google Analytics 4 (GA4), how it’s different, and what’s important.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

JUNE 16, 2015

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. These include plural forms and what Google determines are relevant variations that may not be as relevant for you. To download your free copy, click here.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

JANUARY 30, 2018

When you’re an established company, say: Salesforce.com or Microsoft, how people feel about your company on an emotional level – based on the sum total of their interactions with that company — can have a significant impact on how and why they invest in your product. But a “brand” for a much smaller company is immaterial, I would argue.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

AUGUST 25, 2022

However, by making those 45 minutes the price of admission, as it were, you’re eliminating a much larger subset of leads who may well have the problem your product can solve, have a genuine interest in your solution, and simply don’t want to set aside 45 minutes to hear about it. Or don’t attend live Webinars.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52