Dream force b2b sem final v7 - robergePresentation Transcript
Maximizing SEM to Grow Your B2BBusiness Moderator: Ian Simons Head of Industry, B2B Software & Services Google
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???
Mark RobergeHubSpot SVP Sales and Services@markroberge
PPC drivestargeted traffic, but is not sustainable by itself!
PPC accelerates inbound marketingexperimentation
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
How does SEO work?http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
Inbound Marketing: SEO / Blogs / Social Media Blog SEO Social Media
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?
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
For More Information, Free Webinar Recordinghttp://www.hubspot.com/webinar-how-to-double-your-ppc-leads-at-half-the-cost/webinar-on-demand/