Slides from my presentation held at SEM Konferansen in Oslo 2010. The session explored the major challenges facing B2B SEM, which makes it different to running a B2C campaign.

1. Search in a B2B World Magnus Nilsson, SEM Konferansen 2010

5. Passionate vs keeping the job At home “ The new iPad is so sleek and shiny, I must have it!” “ This $2 million CRM system looks very solid, with great support service and 3 rd party development adoption” At the office

6. Remember the technology adoption curve? Image CC: http://en.wikipedia.org/wiki/Technology_adoption_lifecycle

7. Are we talking Brand or Demand?

10. You’re not the Keyword Expert

11. Getting into the mindset of the audience CEO “ reduce company carbon footprint” “ hd video conference system” CTO

12. International PPC: my best tip ...get it localised Never Ever , ever, ever, ever, ever, ever, ever, ever, ever, ever, Translate your campaign...

13. ...never ever? ...alright, at a stretch: Can work as a base list for Product Driven keywords: “hd video conference systems” Almost never efficient for Solution Driven keywords: “improve my company’s carbon footprint”

18. Blue Widgets Size 3 www.store.com In Stock and only £29 . Order now for overnight delivery! RELEVANCE and CTR achieved !

19. Adgroup Creative [keyword]

21. Size of circle: Number of keywords in ad group Number s: Ad group impressions Structure Campaign for Efficient Split-testing Long Tail Keywords 5000 5000 5000 5000 5000 5000 5000 5000

30. Are you where your customers are? “ 30% of SMB and Enterprise employees expected to use a smartphone by 2013” - Forrester 2009

31. “ The average search query length on a smart phone is about three keywords, same as for a desktop computer” - Google (2.9) and Bing (2.7) (IAB UK Mobile Seminar, 2010) “ Approximately 30% of mobile searches have a location intent” (Michael Schipper, Google, 2010)

32. Where do you start? Use analytics to check what percentage of traffic already mobile Pages should be “on rails” Mobile/3G friendly assets Simplified lead forms and call-tracking Separate desktop and mobile campaigns

36. More B2B Marketing Expertise at b1.com ...and Thoughts on Digital Marketing at BraveNewMe.com