18
Aug
2010
SES San Francisco, Live Blogging, B2B Search Marketing Tips: Lauren Vaccarello
By: Ben Wills |

I'm only going to be able to blog Lauren Vaccarello's presentation today, since I haven't yet figured out how to be in two places at once!

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Lauren Vaccarello

Get clarity on the value of specific actions taken by users. How much is a form completion really worth?

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Setup separate, custom strategies for separate personas, representing various stages of the sales cycle. Awareness/Education Keywords, Actionable/Transactional Keywords.

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Build custom landing pages for individual keywords.

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SEMs should work with Sales team to let them know what keywords and efforts are successful. Take lessons learned in SEM to Sales.

(Ben's Sidenote: As someone who has worked in sales-centric businesses, any data and relationships you can build with sales teams are invaluable!)

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Take SEM lessons to other marketing strategies; banners, email, etc.

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Moderator Patricia Hursh sidenotes
- Keywords that drive lead form completions are not always the ones that lead to sales conversions. Track all the way through.

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Reminder! IM Charity Party tonight! http://imcharityparty.org

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