In Search Engine Marketing, pragmatism is in short supply. And in B2B, realistic expectations and practical perspectives are more important than anywhere else. With consumer widget-selling businesses, you can practically measure your ROI on a daily basis. But in B2B, where complex (long) sales cycles prevail and quality outweighs quantity in terms of lead requirements, [...]
Continue Reading Add comment January 28th, 2009
The most important, yet most often neglected element of a B-to-B web site’s home page is its main “billboard” messaging. A user will decide whether to stay on a site or leave within 5 seconds. While a typical site will serve multiple objectives (e-commerce, marketing, customer service, employee optimization/intranet, public relations, investor relations, channel partner [...]
Continue Reading Add comment January 24th, 2009
We all know that… B-to-B buyers want web content specific to their industry B-to-B buyers want web content specific to their role in their organization Providing content to prospects based on where they are in the sales cycle will produce optimal results B-to-B buyers want web content that is delivered within the context of their [...]
Continue Reading Add comment January 18th, 2009
No doubt it’s getting a bit old for you, too: you can’t go anywhere or strike up a conversation without the topic turning to the economy. Invariably the question is asked, “How’s business?” We’ve seen this movie before and lived, and so have our clients. We’ve blogged already about how smart companies will seek to [...]
Continue Reading Add comment January 5th, 2009
Since mid-September of 2008, when the fall of Lehman Brothers kicked off the slew of doomsday headlines we’ve now all become accustomed to, most Americans have been given little reason to feel very positive about the economy, the stock market, their business or their jobs. Well, do you believe that was over 6 months ago?? [...]
Continue Reading Add comment January 1st, 2009