Search Engine News

Have you ever tried something once, failed, and ditched it entirely because of that bad experience? Few of us would ever learn to ride a bike or do much of anything else following that model. Yet, that’s exactly the approach many B2B marketers have taken with content networks. But ruling them out could be a [...]

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Getting a prospect to your website is only half the battle. Successful B2B search marketing programs must also focus on the “post-click” experience. Here are five proven ways to improve B2B landing pages and increase your search marketing conversion rate. 1. Support your brand. Build trust.Landing pages that are aligned with your brand demonstrate [...]

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You can significantly increase both your conversion rates and the quality of your prospect list by using some of these risk reversal strategies on your lead generation web pages.

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The first B2B Search Strategy Summit was held yesterday in San Francisco. It featured a morning keynote by Gord Hotchkiss of Enquiro and an afternoon keynote by Jay Middleton of Adobe. Hotchkiss talked about the BuyerSphere Project.

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For anyone involved in marketing their B2B companies via paid search, it’s painfully obvious that the cost of clicks can be prohibitively high. In the last MarketingSherpa Search Marketing Benchmark Guide (2009), data indicated that the average CPC for B2B lead generation efforts was $3.33, vs. $0.78 for B2C retailers and $1.93 for B2C lead [...]

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>’I'm investing a lot of money in search marketing, but don’t see the results I expected.’… ‘I brought search in-house to save money but the return is still not acceptable.’… These are common complaints made by B2B marketers. Often times it’s because these firms are focused on only half of the success equation. SEO programs and PPC campaigns improve visibility and drive traffic to your website. But it takes more than traffic to achieve an acceptable ROI

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It’s a pretty well known fact that B2B marketers have been slower on the adoption curve of social media. We are not breaking news here at all. What’s always of interest though is the degree to which these two groups are separated and the reasons for this gap existing.eMarketer and White Horse, a digital marketing [...]

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Earlier this month, I led the Hot Seat Lab on Better Blogging for Business at MarketingProfs’ B2B Forum in Boston. In it, three brave B2B marketers volunteered to have their corporate blogs critiqued in front of a room full of peers. While the blogs obviously differed in design and content, their shortcomings from an SEO [...]

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The B2B buying cycle can be a long and arduous one. But what if there was a way to shorten it?Fortunately, there is. Let’s take a look at how.The key to shortening the buying cycleOne of the best ways to mitigate the lengthy B2B buying cycle is to engage with prospects at an earlier juncture [...]

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Yahoo’s top business-to-business marketing exec has rounded out her team. After just a few months with the firm, Mollie Spilman, SVP of global b-to-b marketing, has hired former Tremor, Viacom, and Cisco marketing and research execs to help present a more consistent message to agencies, publishers, developers, and other non-consumer Yahoo customers.

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