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 marketing, Content Syndication, Demand Generation, Inbound marketing, lead generation, Lead Nurturing, White Paper Syndication, White Papers
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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 [...]
This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims prevention, reducing healthcare costs, etc. [...]
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.
