The Point

JUNE 8, 2016

By leveraging the same offers, message, and creative assets (ex: landing pages) that you already have in place, paid social media ( Social PPC ) can be a natural and cost-effective complement to your lead nurturing campaign. The post 5 Ways to Expand Lead Nurturing Beyond the Inbox appeared first on The Point.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MAY 3, 2016

Question: does advertising on LinkedIn “count” as social media, or should it really be viewed as another advertising channel, i.e. Social PPC ? I’d be curious to know, if you were to take Social PPC out of the mix, how many “high-performers” are reporting measurable success with their organic social media channels.).

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

JANUARY 31, 2011

Improve tracking to better measure PPC effectiveness. Spear implemented Google Analytics as part of a tracking strategy designed to better attribute leads to PPC that might have otherwise looked like direct site traffic – for example, if a PPC lead went from a landing page to the Navicure main site and subsequently filled out a form.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 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

NOVEMBER 14, 2014

The report, however, goes further – ranking trade shows as far and away the most effective demand gen channel in their “BtoB Channel Effectiveness Quadrant,” surpassing (by some margin) even demand gen workhorses like email marketing and PPC.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

DECEMBER 6, 2010

26 Must-Have Negative Keywords for B2B PPC Campaigns. I’m reminded of this because of the top 4 posts listed above, one is about PPC advertising, two are about Webinars, and the last is about direct mail: hardly the most cutting-edge topics. Comments after the fold. 7 Mistakes To Avoid In Your Next Webinar Invitation.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

OCTOBER 18, 2012

Where previously, display advertising has tended to be a little-used B2B demand generation tool other than for broad-based general awareness, now it has the potential to match other channels – notably content syndication (PPL), and paid search (PPC) – in its ability to drive low-cost qualified leads that meet B2B advertisers’ target demographics.

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 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

JUNE 28, 2011

PPC campaigns are an ideal testing platform, because you can leverage a large volume of impressions in A/B fashion over time. Avoid images that are simply icons or illustrations – they don’t have the same effect. Lastly, test different images and design approaches.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

MAY 8, 2012

Online display ads, text links, and PPC (search) ads impart very little information. The degree to which you still need to “sell” the offer at hand once your reader is at the landing page is influenced in large part by the amount of information he or she received on the front end of the campaign.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100

The Point

JUNE 16, 2015

Conversely, the more specific your match types and keywords, the more qualified the resulting traffic, and the less money you’ll waste on people whom you never intended to see your PPC ad in the first place. The post Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign appeared first on The Point.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

APRIL 5, 2011

If you simply must get some indication of a direct mail campaign’s potential merits before committing to even a limited test, then consider using online media — email, PPC, or banner ads, say — to test message, audience, offer or creative. Then use those results to alter your direct mail design if necessary.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

OCTOBER 14, 2010

Reducing the number of fields on a PPC landing page from 9 fields to 5 increased the conversion (click to lead) rate by 35%. Use marketing automation to enforce “service level agreements” (SLAs) with your sales reps – standards for how quickly they’ll follow up on leads.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

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. is its ability to target specific audience demographics: job title, industry, etc.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JULY 13, 2022

LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience.

Linkedin 241

Linkedin Paid Search Agency Ads Effectiveness 241

The Point

NOVEMBER 10, 2016

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

NOVEMBER 27, 2018

Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

APRIL 16, 2019

Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JULY 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

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

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. You millennials won’t remember this.) You rented a list and pushed your message to that list. But then inbound marketing happened.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

DECEMBER 23, 2014

B2B Marketing Campaign Strategy Demand Generation lead generation Online Advertising Online media PPC Advertising SEM Social Media facebook facebook advertising linkedin linkedin ad tips linkedin advertising social media advertising social PPC twitter twitter advertising' Click on the infographic to view full size.

PPC 100

PPC Advertisements Advertising Cost Per Thousand 100

The Point

JANUARY 6, 2014

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. Improve SEM conversion rates.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100