Maximizing SEM to Grow Your B2B Business

Moderator:Ian SimonsHead of Industry, B2B Software & ServicesGoogle

Today’s speakers:

Before we hear from our speakers, why should B2B marketers care about SEM???

Barbara Young, Marketing Manager, Market MotiveTopic: PPC tactics everyone should know

Mark Roberge, SVP Sales & Services, HubspotTopic: using Inbound Marketing to complement SEM efforts

Benny Blum, Chief Strategy Officer, Fusion TreeTopic: how to use technology & data to maximize ROI

Mark Roberge

HubSpot SVP Sales and Services

@markroberge

PPC drives

targeted traffic,

but is not

sustainable by

itself!

PPC accelerates inbound

marketing experimentation

Use PPC to Unleash the Power of Organic (SEO)

• Free

• More traffic

• Smarter people

• Longer lastingSource: Marketing Sherpa and Enquiro Research

Organic Results

75% of clicks

Pay Per Click – 25% of Clicks

http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

How does SEO work?

Inbound Marketing: SEO / Blogs / Social Media

Blog SEO Social Media

• Which keywords should you be writing about

most on your blog?

• How broadly can you be thinking with your

keyword research? Do interests tangential to

your value proposition translate into a qualified

lead for your business?

• Which landing page designs are best for each

interest segment?

• What is the ideal next step for a prospect with a

particular interest? Should it be passed directly

to the sales team or nurtured? If nurtured, with a

particular blog article, call to action, or a white

paper?

• Does your sales team need training on leads

with specific types of interests?

Use PPC to Test Content and Messaging

Simple Example: PPC Test on “kitchen remodeling” 1. Setup AdGroup for “kitchen remodeling”

terms2. Rotate Ads within AdGroup

3. A/B Test Landing Pages

4. Measure Success through Funnel

For More Information, Free Webinar Recording

http://www.hubspot.com/webinar-how-to-double-your-ppc-leads-at-half-the-cost/webinar-on-demand/

Questions?