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B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business. But for B2B, we are typically only measuring a lead submission via AdWords, and all leads are not created equal.

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Challenges To Inbound Campaign Analytics In B2B Environments – Search to Revenue™

Captora

You have a Marketing Automation Platform (MA) and a Customer Relationship Management (CRM) software? You want to see the results in the reporting engine of the CRM, because that is where inbound leads get connected to pipeline and results? Medium: CPC, email, etc.

Trending Sources

Unveiling The Pipeline Marketing Technology Stack

bizible

In the B2B marketing world, AdWords is a near ubiquitous paid channel. The technology involved in paid channels includes audience targeting through various social, search, and display networks (think: leveraging affinity groups on AdWords or targeting by job skills on LinkedIn).

How To Measure Paid Media ROI (ROAS)

bizible

This results in an easy to measure cost per click (CPC) calculation. If they are being held to a lead goal, they want to know how much they are paying for leads, not clicks (CPL vs. CPC). AdWords, LinkedIn, Facebook) and your CRM, where revenue data is held.

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Learn How To Use Quora Ads for B2B User Acquisition

Listenloop

Jaime: Our marketing team is made up of a combination of email marketing, ops, analytics, and then, as I mentioned, what I focus on is the paid user acquisition. They sell CRM products, right?

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