Martech

APRIL 11, 2024

In our zeal to harness the tech part of martech, the ops part of MOps and the automation part of marketing automation, MOps professionals have failed to accomplish the most important part of the equation — marketing. B2B marketing is suffering from an effectiveness crisis, having chased efficiency gains for years.

B2B 118

B2B Manufacturing Technology Technology 118

Search Engine Land

APRIL 9, 2024

A full-funnel PPC marketing strategy is incredibly important. This article will take you step-by-step through the marketing funnel, giving you tactical recommendations on how to keep the marketing funnel in mind when building your PPC strategy and some recommendations on how to measure success. Landing page optimization.

A/B testing 107

A/B testing Campaign Click Through Rate Promote 107

Search Engine Land

FEBRUARY 13, 2024

Marketing relies heavily on the marketing funnel concept, a tool essential for visualizing and planning our strategies. When used correctly, it can greatly benefit your marketing efforts, particularly in PPC , where budget allocation directly influences outcomes. That’s awareness.

Non-Profits 114

Non-Profits Campaign Strategize Growth 114

Search Engine Land

APRIL 15, 2024

Brand mentions are crucial in shaping brand presence and perception across the search universe. This article explores the growing relationship between brand mentions and their significance in developing share of search and boosting brand search. We will also: Dive into the nuances of brand mentions.

Manufacturing 105

Manufacturing Real Estate Strategize Territory 105

Salesforce

OCTOBER 18, 2023

Demand generation marketing (or “demand gen,” for short) means finding, learning about, and winning over potential customers. There are plenty of obstacles between you and good demand generation marketing, but fortunately also plenty of ways to conquer them. Well, it’s now reality – and something marketers need to do.

Objectives and Key Results 111

Objectives and Key Results Customers Drivers/motivators Lead generation 111

Search Engine Land

APRIL 9, 2024

After thorough investigation, researchers concluded that brands and marketers should consider the following to enhance their performance on LinkedIn: Opt for multi-image posts for maximum engagement. Brands should utilize LinkedIn page analytics to understand their audience better and tailor content to different audience segments.

Strategize 113

Strategize Follow-up Process 113

Martech

APRIL 25, 2024

Ogilvy’s 2030 Forecast asserts 60+ is the fastest-growing and wealthiest consumer class, representing a lucrative “silver economy” for product and service brands. So, how can marketers reach this broad and profitable segment? This will also help build awareness with the soon-to-be 50+ audience who may not subscribe to cable television.

Represent 108

Represent Trust Legal Niche 108

Search Engine Land

FEBRUARY 14, 2024

Online shopping is a dynamic experience for customers, sparked by the awareness of a specific need or desire. As explored in “Mapping the customer journey for SEO and marketing success,” understanding your customers’ purchase path is vital. SEO practices can be used to captivate potential customers.

Customers 98

Customers User Experience Referrals B2B 98

Martech

OCTOBER 23, 2023

This article was co-authored with Ed Crain , President and CEO of Kingstar Media and 26-year veteran of the marketing and media industries. Over 30 years of working in the media business, I’ve seen a fair share of market slowdowns. Many brands may instinctively cut back on their ad budgets during a slowdown. Here’s how.

Finance 119

Finance Trust Market share Strategize 119

Search Engine Land

FEBRUARY 21, 2024

To effectively reach and engage customers, businesses must adopt a multichannel marketing approach, leveraging various online and offline channels based on customer preferences. However, to ensure a consistent brand experience across these channels, it’s crucial to integrate SEO into the multichannel customer journey.

Customers 113

Customers A/B testing Strategize User Experience 113

Search Engine Land

MAY 7, 2024

See how Lectric eBike has transformed SEO to gain valuable insights for any ecommerce business looking to significantly enhance organic search traffic and compete in high-stakes markets. Generated over 210,000 clicks per month by generating both brand and non-brand organic traffic.

CTR 80

CTR Electricity Real Estate X-functional 80

Search Engine Land

JANUARY 11, 2024

Consumers are more likely to watch and engage with brand-sponsored videos when they have control over their experience, according to the study. Engaging ads are essential for brand awareness, visibility, and conversions. Captures 80% cumulative impact on brand awareness. Why we care. Ad duration. Ad placement.

Campaign 110

Campaign Conversion Process 110

Search Engine Land

JANUARY 25, 2024

With billions of users worldwide, one of the lowest advertising costs and the growing preference for video, YouTube has some serious marketing potential. Aside from the well-known organic side of YouTube , it also offers highly lucrative marketing tools: retargeting video and display ads. Business email address Subscribe Processing.

Objectives and Key Results 109

Objectives and Key Results Campaign Finance Real Estate 109

Search Engine Land

SEPTEMBER 25, 2023

Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds. In the vibrant canvas of digital marketing and SEO , weaving personal narratives through customer journey maps isn’t just vital – it’s a sophisticated art.

Customers 128

Customers User Experience B2C Engineering 128

Heinz Marketing

OCTOBER 8, 2022

In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week. How to use content marketing to increase brand awareness. ” Top 5 trends for the future of marketing. Stop Feeling Guilty About Delegating.

B2B 112

B2B Negotiate Strategize Education 112

Search Engine Land

FEBRUARY 21, 2024

But even if a substantial portion of the Super Bowl audience saw a brand’s spot, which cost roughly $7 million for 30 seconds of air time on CBS, that doesn’t mean it was effective. USA Today says, “We fully expect brands to use social media outlets as a way to promote a campaign.” vs. norm) and excellent brand recall (83.5%, +20.0%

Gaming 113

Gaming Campaign Clients Represent 113

Martech

FEBRUARY 21, 2023

B2B marketers use account-based marketing (ABM) strategies to engage the right decision makers within prospective organizations. These strategies can help marketers gain a competitive edge when they’re run with the right data. So, marketers should use the data they have to create messages that resonate.

B2B 109

B2B Territory Campaign Prospecting 109

Search Engine Land

JANUARY 19, 2024

LinkedIn has introduced sponsored articles, providing marketers with an additional tool that may contribute to enhancing brand awareness, increasing engagement, and driving lead generation. ” Get the daily newsletter search marketers rely on. .” ” Get the daily newsletter search marketers rely on.

Launch 121

Launch UX Lead generation Promote 121

Search Engine Land

APRIL 4, 2024

LinkedIn today introduced CTV ads, allowing marketers to include ads on CTV platforms in their B2B campaigns. CTV is a growing channel for many marketers, including B2B businesses. Marketers who have created a video ad simply log into Campaign Manager and choose an objective. Why we care. Building on video. Driving results.

Campaign 93

Campaign B2B Objectives and Key Results Represent 93

Martech

JANUARY 9, 2024

The $100 billion creator economy is changing how brands collaborate with influencers across social media and niche communities. Today’s brands recognize the value of authenticity and targeted reach for online consumers. A B2B brand might have better luck partnering with YouTubers or LinkedIn creators with a business-minded audience.

Niche 123

Niche Negotiate Legal Contract 123

Martech

MAY 9, 2024

Yellow.ai’s Orchestrator LLM is a chatbot agent that determines the most suitable next step while engaging in personalized, contextually aware conversations. Typeface ’s Typeface Arc is an adaptive AI storyboard that learns your brand and suggests marketing or HR campaigns (without needing a prompt).

Campaign 85

Campaign Conversion Presentation Technology 85

Search Engine Land

FEBRUARY 8, 2024

Additionally, the layout of Gmail ads has been updated, positioning the Sponsored label alongside the brand name in the title rather than placing it below on the second line, resulting in a subtle change. This tab includes both paid ads and organic offers from brands. ” Get the daily newsletter search marketers rely on.

Click Through Rate 121

Click Through Rate Promote Engineering Campaign 121

Search Engine Land

OCTOBER 16, 2023

17 – including the first winner of our all-new category, Best use of AI technology in search marketing. All the winners of the 2023 Search Engine Land Awards will be revealed Monday, Oct. Meet Search Engine Land 2023 award winners at SMX Next We will be inviting some of the winners of this year’s awards to join us on Day 1 of SMX Next (Nov.

Engineering 133

Engineering Non-Profits A/B testing Growth 133

Search Engine Land

JULY 26, 2023

At any one time, 95% of your potential customers are not in the market looking to buy, according to research by the Ehrenberg-Bass Institute and LinkedIn’s B2B Institute. Only 5% of your audience is “in-market” now looking to buy, so your advertising largely hits buyers who will not buy anytime soon. What is always-on marketing?

Click Through Rate 97

Click Through Rate Objectives and Key Results Drivers/motivators Lead generation 97

Search Engine Land

MAY 2, 2024

billion, up by almost 8% from the previous fiscal period – an indicator that more and more advertisers are adding YouTube ads to their marketing mix. You’re still seeding valuable brand awareness that will pay dividends down the road. If you look carefully, you can see their impact across all your marketing channels.

Campaign 95

Campaign High impact Clients Growth 95

Search Engine Land

OCTOBER 12, 2023

Share of search: What it is and why it matters Share of search is an SEO metric developed by expert marketers Les Binet and James Hankins a few years ago. The concept of share of search is fairly simple – decide who you’re competing against, add the searches for all the brands and work out the percentage. But it has its issues.

Niche 116

Niche Growth Engineering Pitch 116

SaaStr

JANUARY 10, 2024

Coming in early on to start the marketing function at Zoom, it was all about driving revenue and surviving. At different stages, the Marketing department of your org and your company may be focused on different initiatives to try to meet a mutual outcome. And without that context, you lose out.” They needed to move quickly.

Pipeline 105

Pipeline Growth Strategize Start-ups 105

Search Engine Land

OCTOBER 23, 2023

This article builds on my previous one, emphasizing the importance of aligning SEO with the customer journey , specifically for companies that provide software as a service (SaaS) that market to other businesses (B2B). Awareness of need Customers become aware of a pressing issue that requires resolution in the initial stage.

B2B 112

B2B Customers Objectives and Key Results Price 112

Search Engine Land

JANUARY 24, 2024

Three-quarters of leading brands in the US and UK reportedly fall victim to identity theft in Google Search Ads. Consequences range from financial losses for the targeted business to customers becoming victims of fraud, according to a new report by search marketing security firm, Marcode. How it works. Undetected. Why we care.

E-commerce 113

E-commerce Commission Retail Gaming 113

Martech

DECEMBER 8, 2023

While ads are not currently available on Threads they are coming soon), marketers can still engage with users and enhance brand awareness by creating profiles and generating organic traffic. The use of topic tags simplifies the process for users to discover your posts and engage with your brand. What Threads is saying.

Conversion 113

Conversion Process 113

Martech

FEBRUARY 13, 2024

Super Bowl LVIII proved to be a victory for fans, brands and the city of Las Vegas. Brands leveraged the record-breaking viewership (123.7 Celebrities took the opportunity to grow their personal brands. B2B brands like Salesforce also listen closely to social media.) Image: Influential Market Intelligence.

Gambling 118

Gambling Entertainment Gaming Campaign 118

Martech

FEBRUARY 12, 2024

Performance marketing is a crucial tool for growing brands, but over-reliance can backfire as competition intensifies. To build a sustainable business, companies should evolve their strategy by leveraging user data to refine positioning and extend their brand identity across channels.

Relationship building 100

Relationship building Repeat business Campaign Strategize 100

Search Engine Land

FEBRUARY 5, 2024

As marketers start using ChatGPT, Google’s Bard, Microsoft’s Bing Chat, Meta AI or their own large language models (LLM), they must concern themselves with “hallucinations” and how to prevent them. What marketers should do Despite the potential challenges posed by hallucinations, generative AI offers plenty of advantages.

Teamwork 99

Teamwork Technology Technology Follow-up 99

Martech

MARCH 18, 2024

These days, a marketing program that isn’t leveraging intent data of some description is seen as flying blind and hoping to hit the target with luck and timing on its side. Only about 5% of B2B buyers are in-market at any given time, so focusing marketing efforts on those active is an incredibly alluring idea.

B2B 96

B2B Lead generation Prospecting Market share 96

Search Engine Land

MARCH 21, 2024

Every year brings a ton of change in digital marketing. This is sparking unrest for paid and organic marketers alike – and putting an even bigger emphasis on paid and organic teamwork, as I discussed in my recent presentation at the MarTech Spring Conference (registration required). Education and awareness of the changing SERPs.

Teamwork 107

Teamwork Click Through Rate Education Campaign 107

Martech

MARCH 27, 2024

On the ad side, however, marketing budgets for gaming are growing. At the event in New York, which brings together publishers, adtech partners and media buyers, IAB released a new study showing increasing marketer interest in the space and providing pointers on how to engage gamers better. Brand safety. Why we care. Image: IAB.

Gaming 101

Gaming Entertainment Consult Promote 101

Martech

OCTOBER 30, 2023

I am the first generative AI chatbot for marketing technology professionals. Prompt: How to market myself on TikTok. Answer: To effectively market yourself on TikTok, it’s important to understand the platform’s unique culture and audience. I am trained with MarTech content. Here’s something somebody asked me!

Campaign 88

Campaign Entertainment Niche Angle 88