Dream force b2b sem final v7 - roberge

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  • Updated for 2012: http://blog.searchmetrics.com/us/2012/06/07/us-and-uk-seo-ranking-factors-2012/
  • Dream force b2b sem final v7 - roberge

    1. 1. Maximizing SEM to Grow Your B2BBusiness Moderator: Ian Simons Head of Industry, B2B Software & Services Google
    2. 2. Today’s speakers: Barbara Young, Marketing Manager, Market Motive Topic: PPC tactics everyone should know Mark Roberge, SVP Sales & Services, Hubspot Topic: using Inbound Marketing to complement SEM efforts Benny Blum, Chief Strategy Officer, Fusion Tree Topic: how to use technology & data to maximize ROI Before we hear from our speakers, why should B2B marketers care about SEM???
    3. 3. Mark RobergeHubSpot SVP Sales and Services@markroberge
    4. 4. PPC drivestargeted traffic, but is not sustainable by itself!
    5. 5. PPC accelerates inbound marketingexperimentation
    6. 6. Use PPC to Unleash the Power of Organic (SEO)• Free Pay Per Click – 25% of Clicks• More traffic Organic Results• Smarter people 75% of clicks• Longer lasting Source: Marketing Sherpa and Enquiro Research
    7. 7. How does SEO work?http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
    8. 8. Inbound Marketing: SEO / Blogs / Social Media Blog SEO Social Media
    9. 9. Use PPC to Test Content and Messaging • Which keywords should you be writing about most on your blog? • How broadly can you be thinking with your keyword research? Do interests tangential to your value proposition translate into a qualified lead for your business? • Which landing page designs are best for each interest segment? • What is the ideal next step for a prospect with a particular interest? Should it be passed directly to the sales team or nurtured? If nurtured, with a particular blog article, call to action, or a white paper? • Does your sales team need training on leads with specific types of interests?
    10. 10. Simple Example: PPC Test on “kitchen remodeling” 1. Setup AdGroup for “kitchen remodeling” 2. Rotate Ads within AdGroup terms 4. Measure Success through Funnel 3. A/B Test Landing Pages
    11. 11. For More Information, Free Webinar Recordinghttp://www.hubspot.com/webinar-how-to-double-your-ppc-leads-at-half-the-cost/webinar-on-demand/
    12. 12. Questions?

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