Post on 05-Jul-2015
Maximizing SEM to Grow Your B2B Business
Moderator:Ian SimonsHead of Industry, B2B Software & ServicesGoogle
Today’s speakers:
Before we hear from our speakers, why should B2B marketers care about SEM???
Barbara Young, Marketing Manager, Market MotiveTopic: PPC tactics everyone should know
Mark Roberge, SVP Sales & Services, HubspotTopic: using Inbound Marketing to complement SEM efforts
Benny Blum, Chief Strategy Officer, Fusion TreeTopic: how to use technology & data to maximize ROI
Mark Roberge
HubSpot SVP Sales and Services
@markroberge
PPC drives
targeted traffic,
but is not
sustainable by
itself!
PPC accelerates inbound
marketing experimentation
Use PPC to Unleash the Power of Organic (SEO)
• Free
• More traffic
• Smarter people
• Longer lastingSource: Marketing Sherpa and Enquiro Research
Organic Results
75% of clicks
Pay Per Click – 25% of Clicks
http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings
How does SEO work?
Inbound Marketing: SEO / Blogs / Social Media
Blog SEO Social Media
• 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?
Use PPC to Test Content and Messaging
Simple Example: PPC Test on “kitchen remodeling” 1. Setup AdGroup for “kitchen remodeling”
terms2. Rotate Ads within AdGroup
3. A/B Test Landing Pages
4. Measure Success through Funnel
For More Information, Free Webinar Recording
http://www.hubspot.com/webinar-how-to-double-your-ppc-leads-at-half-the-cost/webinar-on-demand/
Questions?