The Point

An Email is Not a Campaign: the Case for Integrated Marketing

The Point

Add the offer to the ad rotation in your Google AdWords campaign. The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Google AdWords – place ads on AdWords using the show name (and variations) as keywords. Tip: math challenges work best vs. general knowledge because the answer can’t be googled.).

Trending Sources

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.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

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.

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

The Point

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

5 Key Tips for Driving Attendance at Field Events

The Point

Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles.

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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. First, a question.

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.

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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.

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

The Point

HS) I have this pet theory that Google will inevitably offer demographically targeted search advertising in the not too distant future. What would it mean to a company like Choozle if Google veered into this space in a more meaningful way? (AF)

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Expand your Offer Strategy to Increase SEM Performance

The Point

B2B Marketing Campaign Strategy Content marketing Demand Generation Google AdWords Inbound marketing lead generation Lead Nurturing Offer Strategy PPC Advertising search marketing SEM Social PPC b2b paid search b2b search agency paid search Paid Search Agency Paid Search Tips search marketing agency sem best practices SEM offer strategy SEM strategy

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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.

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.

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.

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.

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.

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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.

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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?

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.

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.

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.

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.

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.

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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?

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.

B2B 39

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.

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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.

B2B 29

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. B2B Marketing Demand Generation SEM SEO Uncategorized search marketing google ipsos otx Spear Marketing Group

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.

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”.

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.

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.

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. Tags: B2B Marketing Google AdWords SEM search marketing paid search PPC Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost.

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.

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


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 [.].

B2B 2

The Six Best Google+ Marketing Tools


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.

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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.

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Two Killer Google+ Mistakes

Digital B2B Marketing

Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. Here is why: There is no Google+ identity. Except Google+.

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