TopRank Online Marketing

Jolina Pettice

SES NY: Maximing B2B Lead Generation

Jolina Pettice on Mar 25th, 2009     Online Marketing, Search Engine Strategies

I love B2B, so a session on how to maximize lead generation within a B2B context is a must-attend.

New or old, a B2B marketer knows that a unique set of marketing challenges awaits them including:

  • No single decision maker
  • Increased risk for decision makers
  • Offline conversions
  • Long lead time
  • Complex sale
  • Ambiguous search terms
  • Difficulty to pre-select B2B clickers

Whether you heart B2B or not, who doesn’t want to increase conversions? Find recommendations below to increasing conversion rates.

Scott Brinker, of ion interactive, shared how to increase conversions by segmenting, specifically as it relates to Keywords & Landing Pages.

Keywords & Ad Creative
Give your clickers a very specific, customized landing page about the topic for which they performed the search.

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