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. Often we’re pinpointing areas that haven’t even been considered, particularly in areas like landing page optimization and offer strategy.”.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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. However, companies planning their content strategy would be wise to consider every opportunity to identify and leverage third-party sources. Less and less of that content is vendor-provided.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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 7, 2019

HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. DGR) What other channels/tools are companies using to augment their email marketing strategies? DGR) Can you share any best practices or recommendations for marketers looking to augment their email strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 29, 2021

Responding to those specific companies, by name (“Hey Google! One of the biggest current trends in Account-Based Marketing (ABM) is the integration of chat technology and personalized conversations to identify, engage, and capture prospects from targeted accounts. Lead Nurturing.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

AUGUST 29, 2017

When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. Target the prospect with custom, campaign-specific ads on LinkedIn ( LinkedIn Matched Audiences ), Google ( Customer Match ) or Facebook ( Custom Audiences ). What is the primary objective? What did we miss?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

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 Ranking Lead Scoring PPC 100

The Point

JANUARY 24, 2017

Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. In a previous post, I discussed key strategies for following up with trade show leads. 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

JUNE 26, 2013

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. Add More Detail. LinkedIn used to have an “events” feature but shut it down in 2012.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

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. By tracking keyword conversions, you’ll be able to optimize your bid strategy and overall media spend. It’s easy to see why. For a free copy, click here.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 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

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

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.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

NOVEMBER 25, 2013

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. Moreover, a strategy based on tiptoeing around those who fail to engage in the past is unlikely to win that engagement in the future.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

OCTOBER 25, 2017

Cue the advent of search marketing and Google AdWords.). Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. Well now the pendulum has swung yet again, and the same experts are all waving the flag of outbound marketing. Who has time for inbound marketing, they say.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JANUARY 31, 2011

So it adopted an A/B test strategy with the campaign’s landing pages, testing new copy or design (never both) head-to-head against the existing pages in order to increase the number of conversions. Tracy Ciampi, Spear’s Client Services Director, says that testing is not a one-time strategy. “A Improved landing page effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 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.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JUNE 8, 2016

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.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JANUARY 25, 2012

Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. Where do most paid search (PPC) campaigns succeed or fail? Don’t include external links.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

AUGUST 23, 2016

Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map. The opportunity to interact with his/her peers, particularly in the executive ranks, can be an appealing opportunity to share valuable tips, strategies, and war stories. Sell peer interaction.

Peer-to-peer 60

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

The Point

FEBRUARY 8, 2011

In addition to tips, ideas, and opinions from some of the brightest minds in social media, the report also includes links to more than 60 articles and blog posts about blogging strategy, tactics, and best practices for B2B Marketers. Title blog posts with Google search results in mind.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

SEPTEMBER 23, 2015

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 ”.). Email all new blog content to your marketing database. BONUS TIP: 11. Create a separate demand generation blog.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

NOVEMBER 28, 2011

In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. 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.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 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. We Listened.” The same message also appeared on their Facebook page (image above.)

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. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. These days, however, it’s not enough to simply display a row of icons (RSS, Tweet, Email) and expect the reader to act.

RSS 100

RSS Paper Case Study Case Studies 100

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 Ranking Lead Scoring Campaigns 100

The Point

DECEMBER 14, 2012

Her response to a Google ad.). (Quick anecdote: one of the largest deals our firm closed in the last two years was with an individual I’ve known for years, was in our database, and subscribed to our blog. What precipitated the conversation that lead to the sale?

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 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

Whether your role is content, design, media, MOPs, or marketing strategy, most in our organization think AI is about to change the way you work. Marketers will be rushing to figure out Google Analytics 4 (GA4), how it’s different, and what’s important. — Lynn Dodds, Vice President Creative Services.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

JANUARY 30, 2018

Define who you are, what you do, and why it matters, validate those points, and ensure that everything you communicate into the market, from a Google Ad to a sales script, is based fundamentally on that same, consensus message. But searching for that winning strategy doesn’t mean putting all your demand generation eggs in one basket.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

MARCH 17, 2015

Those who leverage programmatic technologies to “learn and test” will invariably identify strategies that are both effective and scalable. (HS) HS) I have this pet theory that Google will inevitably offer demographically targeted search advertising in the not too distant future. I call it the “Searchifcation” of display advertising.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

JANUARY 6, 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. The only way to improve the effectiveness of your marketing strategies long-term is to test, and test consistently.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

FEBRUARY 16, 2017

Add the offer to the ad rotation in your Google AdWords campaign. Let’s say you have access to a new analyst report in which your solution is featured prominently. Option 1: You can dial up an email and blast it out to your prospect database. Or Option 2: • Send an email to your database. • Promote the report via content syndication.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

AUGUST 25, 2022

Instead, B2B marketers should: * Record Webinars and promote them as on-demand events, skipping the live broadcast altogether * Test other, non-Webinar terms for the recording: video podcast, expert roundtable, fireside chat, panel discussion (buyers are burned out on the term “Webinar” as much as they are on the events themselves) * Promote the recorded (..)

Webinar Metrics 52

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