B2Bs will double their online marketing spending between now and 2014, according to Forrester research summarized in a recent BtoBonline article. Last year, interactive marketing spending totaled $2.3 billion; it’s projected to reach $4.8 billion by 2014. Many observers have noted that the current recession has greatly accelerated a shift that’s been underway for some [...]
Continue Reading Add comment March 30th, 2010
I recently read a few articles about pay per click advertising (PPC); one in particular, a post by Andrew Goodman for ClickZ on Quality Score, got me thinking. I’ve set up quite a few Google Adwords campaigns in my days as a search marketing specialist. And I learned many years ago about implementing best practices [...]
Continue Reading Add comment March 25th, 2010
Many – perhaps most – B2Bs now use one or more white papers as offers in their online lead-generation program. But are those papers giving their early-stage prospects everything they need? Recent research by MarketingSherpa/Enquiro shows that pricing is the most desired information potential business customers look for on a vendor website. And we can [...]
Continue Reading Add comment March 23rd, 2010
Let’s say you’ve finally been worn down by our (plus others’) persistent trumpeting of the benefits of business blogging (e.g., “B2B blogging can improve organic search”), so now you’ve decided to take the plunge and start yours. One of the first questions you’ll face is where – virtually speaking – to set up your blog. [...]
Continue Reading Add comment March 18th, 2010
We all know the drill on how to research our search keywords, right? You probably start by entering into the search engines some words that you “just know” will be relevant. Then, looking at the pages that come up, you extend your list with words that you see on those pages; then you enter those [...]
Continue Reading March 16th, 2010
It may be the most critical component of your pay per click (PPC) program. It’s where your visitor decides either that there’s something here worthy of further evaluation …or that she’ll just click on over to YouTube (or somewhere). Yes, it’s your landing page. Much has been written about how not to do one; there’s [...]
Continue Reading March 11th, 2010
Gotta admit it: we hadn’t heard the term yet, either. But as soon as we saw Jon Miller’s definition… Seed nurturing is the process of building relationships with qualified prospects before you have their contact information. …we knew exactly what he was talking about; and chances are you do, too. You see their trails in [...]
Continue Reading Add comment March 9th, 2010