B2B Marketing Blog

From B2B Paid Media Manager To VP of Marketing, Keys To Success

I recently had the pleasure of speaking at SMX West. I focused on my journey from paid media manager to VP of Marketing and how focusing on the outcome of my work along with optimizing for experiences helped my trajectory. I hope you enjoy this blog version of the presentation!

Search engine marketing (SEM) was the original demand generation channel. It was the first digital media channel that made sense for B2B because of its scale and somewhat-OK targeting capabilities (for B2B at least).

However, it’s always been a B2C channel first. Lately there’s been an explosionor resurgence depending on how you look at itof B2B-specific channels like ABM, direct mail, and outbound sales development.

Keep reading From B2B Paid Media Manager To VP of Marketing, Keys To Success

Topics: paid media, paid search

How To Measure Paid Media ROI (ROAS)

Paid Media - whether it’s search, social, display, etc. - is a critical component of every B2B marketing plan. It ensures that your brand and your content is seen by a targeted audience and, compared to many other marketing channels, it’s scalable.

But as any paid media practitioner knows, getting the right people to click on your ads is no easy task, especially at a cost effective rate. Moreover, creating ads and getting clicks is one thing; effectively measuring it is a completely different beast.

Measuring your performance is critical because it allows you to prove the value of your work, as well as improve your performance going forward.

Keep reading How To Measure Paid Media ROI (ROAS)

Topics: paid media

Announcing The 2016 AdWords Industry Benchmarks Report

AdWords has long been a critical channel for certain B2B industries. When developing a marketing team’s channel mix, it’s a given that AdWords will be an integral part. It’s a proven lead generator, but just how much does AdWords contribute to down-funnel metrics like revenue?

Too often, B2B marketers don’t have a full understanding of what happens after a lead is created. Marketers often also don't know what to expect in terms of ROI when investing in paid media. So we decided to explore these questions in our AdWords Industry Benchmarks Report.

Keep reading Announcing The 2016 AdWords Industry Benchmarks Report

Topics: paid media, google adwords

Are You Making These PPC Mistakes? 10+ Bizible PPC Fails… And How We Fixed Them

We’re a fast-growing marketing team with the goal to be constantly improving our marketing output. We’ve added new strategies and new marketing channels to our arsenal to match the evolution and maturation of our company; however, because we have to be so scrappy (startup), things sometimes do fall through the cracks.

Keep reading Are You Making These PPC Mistakes? 10+ Bizible PPC Fails… And How We Fixed Them

Topics: adwords, ppc, paid media, sem

5 Paid Search Best Practices That Get B2B Marketers Ahead Of The Curve

Scaling up the paid search channel is not an easy task for B2B brands. That’s why we regularly publish tips and strategies for B2B paid search.

Well we’re back with more hints for marketers searching for useable paid search best practices.

Keep reading 5 Paid Search Best Practices That Get B2B Marketers Ahead Of The Curve

Topics: ppc, paid media, paid search

6 Stressful Situations You Can Avoid By Hiring A PPC Agency

You’re swamped. You don’t have time to quickly learn to DIY. Your portfolio of PPC accounts is getting massive and you need a helping hand.

Keep reading 6 Stressful Situations You Can Avoid By Hiring A PPC Agency

Topics: paid media, paid search

5 Smart Ways To Use Retargeting To Drive Leads In B2B Marketing

Retargeting, also called remarketing, is a way to build awareness for your brand and drive clicks to your website. It’s often thought of as B2C-first tactic because of it’s ability to drive repeat purchases or bring back abandoned visitors.

But retargeting is a powerful tool for B2B marketers as well.

Keep reading 5 Smart Ways To Use Retargeting To Drive Leads In B2B Marketing

Topics: paid media, lead generation, paid social ads

LinkedIn Lead Generation to Boost Business

In my experience, many B2B companies are struggling with what to do with social media, in particular LinkedIn.

Keep reading LinkedIn Lead Generation to Boost Business

Topics: linkedin, customer engagement, paid media, lead generation, social media marketing

6 Important Cost Per Metrics for the Sales Pipeline

If you’re optimizing paid media based solely on front-end metrics, you’re missing out on most of the picture. It’s like a racecar team only monitoring the car during the start, rather than the entire race.

Keep reading 6 Important Cost Per Metrics for the Sales Pipeline

Topics: roi, roas, paid media, golden metric, cost per

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