Search Engine Land

MAY 9, 2024

In this article, you’ll learn about information gain and how to use it to your advantage. Information gain is used to train decision trees in machine learning. And unless you are a computer programmer, we can largely leave that can of worms unopened (for now). As you can see, we have three different meanings for the same term.

Engineering 113

Engineering Angle UX Trust 113

Heinz Marketing

MAY 20, 2024

By Maria Geokezas , Chief Operating Officer at Heinz Marketing Do you ever feel like your sales, marketing, and customer success teams work from different playbooks? Imagine how your customer feels if they encounter inconsistent messaging, a clunky onboarding process, or a lack of post-purchase support.

B2B 119

B2B Cross-sell Customers GTM 119

Salesforce

MAY 6, 2024

We’re talking about an AI audit, a kind of check-up on your AI systems to ensure they’re operating ethically, transparently, and within regulatory guidelines, with an eye toward understanding how they make decisions. No, not the kind involving accountants and IRS agents.

Legal 116

Legal Territory Trust Technology 116

SaaStr

MAY 30, 2024

Have you ever wondered how you could turn PLG concepts like the freemium model into a fast-growing revenue driver for your company? Former Head of PLG and founder and CEO of Clinch, Uday Chakravarthi, shares insights into how to do just that. How PLG Evolved First, let’s start with PLG and its evolution.

Cross-sell 95

Cross-sell Customers Pitch Drivers/motivators 95

Martech

APRIL 29, 2024

They’ll tell you that in fields like marketing and sales, where the payoff isn’t always immediate, you’ve got to put in the work first. They’ll tell you that in fields like marketing and sales, where the payoff isn’t always immediate, you’ve got to put in the work first.

Strategize 103

Strategize Negotiate Follow-up Growth 103

Martech

MAY 3, 2024

Take a moment to search “CMO tenure” and you’ll find a wide variety of content discussing the short tenure of CMOs and how it’s among the shortest of roles in the C-suite. If you dive deeper, you’ll find that CEOs don’t seem to trust CMOs. Each organization that makes up a company looks at the company from a different perspective.

Trust 109

Trust Objectives and Key Results Campaign Finance 109

Search Engine Land

APRIL 5, 2024

When you work in an industry like SEO , staying updated on new technologies is crucial. Dig deeper: How communication issues prevent you from getting buy-in for SEO 2. Kahneman introduced two distinct cognitive systems through this framework, guiding us in refining our decision-making skills.

Drivers/motivators 127

Drivers/motivators Negotiate Objectives and Key Results Intrinsic 127

Partners in Excellence

MARCH 14, 2024

How do we survive (though some real leaders are asking themselves how we thrive.) How do we survive (though some real leaders are asking themselves how we thrive.) Many of my clients are asking for help in figuring out how to move forward. It’s critical to face the facts, regardless of how bad they are.

Objectives and Key Results 116

Objectives and Key Results Clients Drivers/motivators Start-ups 116

Partners in Excellence

APRIL 8, 2024

The simultaneous promise/threat of AI, “Will it help me be more efficient or will it make me unnecessary?” And others go, blithely, along, “AI can help you double/triple/quadruple your personalized outreach!” This combined with other data showing win rates at less than 20%.

Quota 112

Quota Trust Pitch Up-sell 112

Martech

MARCH 14, 2024

Still, your company’s reputation plays an increasingly important role in influencing consumer decisions and any missteps with AI can damage it. This change is making lots of people uneasy. They’re asking themselves questions like: How can I trust this business or build a working relationship if I don’t even know who’s talking to me?

Trust 110

Trust Customers Healthcare Service 110

Martech

NOVEMBER 6, 2023

B2B and B2C customers, despite their different needs, are still human decision-makers. Unlike most B2C transactions, when a B2B buyer begins the customer journey, they aren’t just representing themselves but a whole suite of decision-makers within their organization. How usable is your product? Who are B2B customers?

B2B 134

B2B Customers B2C Cold Call 134

SaaStr

MAY 17, 2024

As Product leaders, you have to build trust with CEOs and founders, align on vision and strategy, stay focused on the customer’s problem, and effectively navigate misalignment to ensure your product has the greatest chances of success right out of the gate. But how do you tactically achieve all of that?

Product 94

Product GTM Trust Growth 94

Partners in Excellence

JANUARY 31, 2024

So with this as a baseline, let’s nerd out on some more data and math: We know that of those companies that are committed to a buying effort, over 60% end in no decision made. What if we focused on reducing no decision made. We’ll never eliminate it, but what if we could reduce no decision made to 40%?

Growth 115

Growth Pipeline Represent Closing 115

Martech

FEBRUARY 7, 2024

Almost every business today has access to similar AI tools, but outcomes are going to differ significantly based on how they apply the technology. Results depend not just on the AI you’re using, but how you integrate it into your existing tech stack, processes, and strategy. Why focus on having the best AI integrations?

Technology 125

Technology Technology CRM Finance 125

Search Engine Land

JUNE 5, 2024

How will AI Overviews impact advertisers? Adopt value-based bidding To get the most out of AI Overviews, you must have the right bidding in place in addition to broad match. Adopt value-based bidding To get the most out of AI Overviews, you must have the right bidding in place in addition to broad match.

Click Through Rate 90

Click Through Rate Campaign Retail Networking 90

Martech

MAY 2, 2024

When companies need to make major purchases, they typically assemble an internal team — known as the buying group, buying committee or buying center — to evaluate options and make the decision. Here’s how AI-powered platforms are enabling more effective identification and engagement of B2B buying groups.

B2B 119

B2B Drivers/motivators CRM GTM 119

Search Engine Land

MARCH 27, 2024

It delves into how Meridian leverages advanced techniques like hierarchical geo-level modeling, Bayesian methods and scenario analysis to offer actionable insights for cross-channel budget optimization and marketing strategy development. This makes it a highly effective tool for enhancing measurement strategies.

Strategic planning 119

Strategic planning Technique Drivers/motivators Territory 119

Martech

JANUARY 26, 2024

Do you know what drives revenue growth? Focusing deeply on the customers you serve. Winning your clients’ loyalty brings you much more revenue. Satisfied customers don’t just come for more, they’ll spread the word about you. An ICP identifies your best-fit target customers that you can serve exceptionally well.

B2B 118

B2B Customers Appointment Objectives and Key Results 118

Martech

JANUARY 22, 2024

What has changed is the impact the results have because of how many decisions are now made by AI. But no matter how well-sourced and clean your data is, it cannot account for the significant number of people whose data is missing One such group is women. Which means you’ve had past decisions and data that are biased.

Government 110

Government Education Technology Technology 110

Search Engine Land

MAY 3, 2024

How to optimize local pages to win more local traffic All of your service area pages should target your most important keyword patterns, along with any long-tail supporting keywords you want to rank for in those areas (i.e., “[service] in [city]”). How does one combat that?

Service 120

Service Trust Clients Cross-sell 120

Martech

OCTOBER 13, 2023

Whether it’s letting Google or Facebook make our ad decisions for us or asking ChatGPT to write all our content (a very bad idea), AI is making our job easier. Are you getting the results you want? Are you safe using AI-generated content ? Are you being honest? It depends. Distrust but verify.

Campaign 136

Campaign Drivers/motivators Clients Technology 136

SalesProInsider

MARCH 16, 2023

Think about the last time that you read a non-business book or watched a new release movie. You probably made the decision to read or watch based on a book jacket cover, a movie trailer, or a friend’s recommendation. We make these decisions and invest hours of our time based on pointed, direct information.

Pitch 135

Pitch Prospecting Service Up-sell 135

Martech

MAY 24, 2024

B2C marketing deals with consumer purchases, which means B2C marketers are targeting individuals or small groups of people who make purchase decisions. But generally speaking, a couple considering a B2C purchase will have an easier time coming to a decision than a business buying group with varied wants and needs in a B2B setting.

B2C 104

B2C A/B testing Retail B2B 104

Search Engine Land

MAY 9, 2024

In this article, you will learn: How to properly monitor what is said about your brand online across different platforms. How the right strategy and different processes can defend your brand from potential threats. How the right strategy and different processes can defend your brand from potential threats.

Engineering 122

Engineering Networking Clients Construction 122

Search Engine Land

SEPTEMBER 1, 2023

Decision fatigue refers to the progressive decline in the quality of choices made by an individual, brought on by the sheer volume of decisions one must make. Essentially, the brain has a finite reserve of decision-making power, and as one navigates through many choices, this cognitive reserve becomes increasingly depleted.

Start-ups 142

Start-ups Technique Strategize Gaming 142

Search Engine Land

SEPTEMBER 19, 2023

Do you know when you’re being manipulated? How Google Ads uses deceptive patterns Deceptive patterns refer to an entire class of unethical design techniques. Google defines Search campaigns as “ text ads on search results that let you reach people while they’re searching on Google.”

Campaign 144

Campaign Represent Technique Contact 144

Understanding the Sales Force

APRIL 11, 2024

Should I adhere to a policy designed to snag sucky salespeople who waste people’s time, and keep them away from decision makers? Should I adhere to a policy designed to snag sucky salespeople who waste people’s time, and keep them away from decision makers? You should not either. They didn’t answer?

Strategize 81

Strategize Pitch Start-ups Gaming 81

Martech

MAY 29, 2024

How should marketers approach the daunting task of reining in and improving the marketing funnel? What they discovered was that marketers need to understand all facets of the funnel and have data ready to make decisions. You also need to look at the data to see how these channels are performing.

A/B testing 109

A/B testing Campaign Conversion Engineering 109

Martech

MAY 17, 2024

United in hesitancy and confusion Boston Consulting Group gives us some numbers that’ll probably make you feel comfortable — 62% of companies are stumbling over a talent and skills gap, 47% can’t figure out where to invest and 42% are scratching their heads over how to deploy AI responsibly. You’ve been on LinkedIn.

B2B 119

B2B Strategize Technology Technology 119

Martech

OCTOBER 9, 2023

In the second part, we’ll see how the LLM responded. As marketers, we can be most effective when we understand why we humans do what we do and use that information to help our customers make decisions others make on matters that concern us. If you can help them achieve their needs, they in turn will help you.

A/B testing 134

A/B testing Retail Campaign Price 134

SaaStr

APRIL 9, 2024

What Makes Up GDP Growth From a macro perspective, different variables affect GDP growth in general: It’s three things. A lot of folks are skeptical about AI and what it’ll do as far as displacing workers, how decisions that are AI-driven will be made, and how we know the data underlying those decisions.

Product 89

Product Government Healthcare Growth 89

Search Engine Land

MARCH 13, 2024

One of the biggest mistakes I see time and time again with B2B content is that it misses the point that you are selling to a human. I will share with you my top five tips to make your content feel more human and to ensure it speaks to the people digesting it. When you get this right, the impact can skyrocket.

Drivers/motivators 110

Drivers/motivators B2B B2C Quota 110

Search Engine Land

JUNE 4, 2024

Executed well, keyword research helps you craft a balanced keyword strategy for your target market and personas. Search engines continue to evolve, but SEO strategies have failed to keep up. For years, we have relied on keyword research to choose specific searches to target. However, keyword research often prioritizes the wrong goals.

Campaign 106

Campaign Cross-sell Engineering Conversion 106

Partners in Excellence

JANUARY 25, 2024

In this post, I’m going to make the argument, that based on what I see in too many selling initiatives, is that we, as a community, have migrated from focusing on helping customers solve their problems to just beating the competition. By the time we engage the customer, the customer has determined how they will solve the problem.

Customers 111

Customers Objectives and Key Results Growth Objection handling 111

Search Engine Land

MAY 13, 2024

If you aren’t thinking about user needs, personas and intent, you’re already failing. Make it rank for this keyword.” If you’re doing a small affiliate site that you can easily throw away and restart later, that risk might be worth it. Search engines don’t owe you traffic It’s not a level playing ground.

Engineering 143

Engineering Legal Start-ups Trust 143

Martech

MARCH 27, 2024

The personalized approach tends to resonate more with decision-makers, facilitating the sales process. In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM). But is ABM the right approach for your business?

B2B 109

B2B Objectives and Key Results Strategize CRM 109

Salesforce

DECEMBER 20, 2023

If you measured it today, how would your business score on AI transparency? Whether you’re using artificial intelligence (AI) to recommend products, develop drugs, or screen job applicants, you’re entrusting it with data without fully understanding how it makes decisions. It helps to follow a framework.

Pharmaceutical 111

Pharmaceutical Technique Healthcare Trust 111