Search Marketing & Measurement for B-to-B Demand Generation Presented by Dave Martin Director, Online Marketing

1. Start With a Plan

“ The main thing is to keep the main thing the main thing.” 1. Start With a Plan

2. Create Routines

Time management is crucial to your success! 2. Create Routines

3. Identify Personas

3. Identify Personas

4. Keyword Prioritization

More than just research 4. Keyword Prioritization

4. Keyword Prioritization

5. Essential Metrics

Don’t get lost in analytics 5. Essential Metrics

Conversion is a good metric ROI is better 5. Essential Metrics

6. Usability – At All Costs

Test & Measure - Rinse & Repeat 6. Usability – At All Costs

7. Build Trust & Resolve Concerns

Perception is everything! 7. Build Trust & Resolve Concerns

8. PPC – Put the Odds In Your Favor

Leaky Buckets 8. PPC – Put the Odds In Your Favor

Baltic before Boardwalk 8. PPC – Put the Odds In Your Favor

9. Enticing Content

Less SEO 9. Enticing Content

More tickets in the Lotto 9. Enticing Content

10. Mosaic Link Building

Mix it up 10. Mosaic Link Building

Questions?