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. [...]
February 18, 2009 – 2:15 am
Too often, B2B technology companies fall into the trap of using search advertising (SEM) primarily as a means of capturing prospects in the latter stages of the sales cycle, i.e. those potential buyers actively shopping for a solution. However, search advertising needn’t just be about finding people ready to buy your product. In fact, using [...]
December 2, 2008 – 12:49 am
No, nothing of the sort. But let’s face it – times are tight, budgets are tighter, and companies we talk to are all looking for ways to make their marketing investment go further. Here then, are some recommendations for how and where to spend today’s demand generation dollars for greatest effect. Let me suggest a [...]
By Howard Sewell
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Posted in B2B Marketing, Blogs, Campaign Measurement, Campaign Strategy, direct marketing, Google AdWords, Landing Pages, lead generation, Lead Management, Lead Nurturing, Marketing Automation, SEM
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Also tagged landing page optimization, Lead Management, Lead Nurturing, Marketing Automation, paid search
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DM News just published their “2008 Essential Guide to Search Engine Marketing,” a 47-page compendium of tips, strategies, and ideas for improving search marketing performance. As I write this, the guide is available free online as a PDF download. Topics include: the interaction between organic and paid search, testing strategies for ad creative, the wisdom [...]
January 17, 2008 – 7:28 pm
A board member was on Google last night and he e-mailed your boss to complain that none of your company’s search ads are showing up. Your West Coast sales rep is complaining that she’s getting fewer leads than her East Coast counterpart because Google ads go dark after 4:00 PM PDT. Sound familiar? Both are [...]
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.
