The 1-2-3 of B2B

The role of Search in your B2B Marketing Plan - DemandCon


Hugh Macfarlane, Founder & CEO of MathMarketing, writes...

Depending on the methodology used, studies show 80-95% of buyers begin their journey with an internet search. So it’s no surprise that smart B2B marketing plans keep across the ever-evolving best practice for search marketing. So what is the best practice for search for B2B marketing?

At DemandCon, CEO of Apogee Results Bill Leake, will "walk you through the latest developments in search marketing and show you how to maximize your spend for the most leads possible." But here’s a twist: what if one key-phrase earned you tens of thousands of marketing qualified leads (that Sales accepted), and another key-phrase earned you only hundreds. Most marketing plans would intuitively involve ramping up efforts on the first key-phrase.

And if that first key-phrase earned you 10 sales and the second earned only 5, marketers with an eye to marketing ROI might still think they were on a winner with that first campaign. But when you calculate the cost of the selling effort required to turn those leads into revenue, the second campaign, with fewer sales from far-fewer leads, is the winner.

B2B Marketing might be responsible for lead generation, but should they not also be responsible for revenue generation? In our B2B Marketing Training Workshop on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that takes your buyers from search to sale, mindful of the effectiveness needed at every point in the buying cycle.

 

 

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.


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