Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. In fact, any experienced search marketer will tell you that many of the quickest [...]
October 14, 2009 – 8:30 am
Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Answer: yes. Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. He/she received very little information about your company in the ad (105 characters to be precise, including [...]
By Howard Sewell
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Also posted in B2B Marketing, Demand Generation, Landing Pages, Offer Strategy, search marketing
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Tagged b2b demand generation, b2b lead generation, Landing Pages, paid search, PPC, search marketing, SEM
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August 10, 2009 – 9:37 am
When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week they knew pretty quickly they had a hit on their hands. Within 6 hours, 1,000 people had registered and downloaded the guide. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they are) in less than a [...]
By Howard Sewell
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Also posted in B2B Marketing, Content Syndication, Content marketing, Demand Generation, Inbound marketing, Lead Nurturing, White Paper Syndication, White Papers, lead generation
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Content marketing, Content Syndication, Demand Generation, lead generation, Lead Nurturing, marketo
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There’s a great article (and not just because I’m quoted) in this week’s Demand Generation Report describing how marketers are actively seeking alternatives to the free trial offer. As I say in the article, free trials have become popular – too popular, in my opinion – as offers, because they’re perceived to be the shortest [...]
By Howard Sewell
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Also posted in B2B Marketing, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, Offer Strategy
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, marketing offers, Offer Strategy, search engine marketing, SEM
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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?” Answer: It’s true that you may have generated Web traffic from the same people anyway, but [...]
Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
