To Become a Marketing Rockstar, Follow a Rockstar
Want to learn how to become a B2B Online Marketing Rockstar? Then why not follow a Rockstar? Ever hear of that small technology company Salesforce.com? In case you haven’t, they are the category creator and current leader in the online SaaS (Software as a Service) CRM (Customer Relationship Manager) marketplace.
The Salesforce.com Senior Director of Online Marketing and co author of the Complete B2B Online Marketing book, Lauren Vaccarello, presented Paid Marketing on a Budget at Hackers/Founders Growth Hacks Conference on 29 september 2012. In her presentation, Lauren covers PPC (Paid Per Click) and Retargeting online advertising strategies that businesses of all sizes, including start-ups, can use to grow their business online, profitably.
Lauren illustrates these strategies through examples of where both were used successfully by real companies as an effective part of their overall online marketing programs.
The presentation is split into:
- PPC 101 including keywords, ad copy and landing pages
- Retargeting 101 including types of retargeting and when to use it
Lauren is not only a B2B Rockstar, she is very entertaining in her coverage of these key online marketing topics in a manner that is relevant to both B2B and B2C online marketers.
The following video of Lauren’s presentation is just under 36 minutes and well worth investment for those interested in learning more about PPC and Retargeting strategies from someone with a track record of success using those strageties for B2B marketing programs including Salesforce.com.
Paid Marketing on a Budget Video
The first question that most ask after attending an awesome presentation like Lauren’s is “can I get a copy of the slides.” Heaven knows I have asked that question many times myself. Anticipating your question, we have included Lauren’s Paid Marketing on a Budget slides below via SlideShare.net. Viewing the slides while watching the video solidifies the concepts IMO.
Paid Marketing on a Budget Slides
Search is Key for B2B
As Lauren points out early in the presentation, Search is the number one source used in purchase decisions. In fact, 90% of B2B customers used search engines while researching and shopping for business purchases (see slide 7 in presentation above).
The data cited from the Google & Compete, B2B Customer Study, 2012 demonstrated that across various B2B sub-segments, search is key. For instance the % who used search engines while researching business purchases were:
- 92% of the C-Suite
- 91% of Small Business Customers
The study also found that a full 98% of B2B Customers find search engines useful while shopping for products and services for their business.
Retargeting Rocks for B2B and B2C
My experience with retargeting campaigns are that they almost always yield an order of magnitude improved performance, both on a CTR (Click Through Rate) and CPA (Cost Per Aquisition – not to be confused with your accountant;-) Since ads are targeted to those who have aready expressed some interest in your business by visiting your website, those visitors are pre-qualfied and much more likely to be interested in your products and services than someone who has never been to your website.
Retargeting can make advertisers seem bigger than they are through reinforcement of the brand through repetitive exposures for users who have already come in contact with your brand/products/services through your website. Another retargeting benefit is a way to re-engage visitors to your website who may have left without opting into an email form or taken some other action to move them along their purchase journey.
While retargeting is a powerful tool in the Internet marketers toolbox, it should be used with caution so that those users who are being shown ads after leaving your website don’t get “creeped out.” Its a fine line and frequency capping is a must.
For more information on retargeting, see the following resources:
- 5 tips to increase click to conversion rates on retargeting campaigns
- An Intermediate Retargeting Primer
- Comparing the Top 4 Retargeting Companies comparing the following:
Key takeaways from Lauren’s Paid Marketing on a Budget presentation (slide 49 above) include:
- PPC is a revenue driver and not a cost center
- Deliver on your promises
- Always best testing – keywords/ad copy/landing pages
- Retargeting provides both growth and ROI
- Retargeting to look bigger than you are
If would rather focus more of your energy on growing your business than becoming a B2B Online Marketing Rockstar, why not hire a B2B Online Marketing Rockstar.
Contact Us today to learn how eBiz ROI can help drive results for your B2B marketing programs.