August 20th, 2008 by Ted Truong
SES SJ – 2008: Advanced B2B Marketing
I attended the SES conference in San Jose. Here are key notes from the conference that you may find informative:
Summary: Advanced B2B Marketing
1. Top tips
- Reach prospect early in the buying cycle
- Advertise based on phases of the buying cycle
- Create campaigns and Ad copy to speak to the buyers at certain stage in the buying cycle
- Create ad copy that pre-qualifies
- Example
CRM Consulting for Fortune 500 Companie
Best fit for company with 50+ employees
- Focus on design and ad copy
- Adjusting design and ad copy can boost conversions by 50%
- Test landing pages – Test, Test, Test
- Create Microsites to help focus the traffic with relevant information
- Give the visitor options if they are not ready to sign up or download
Download Free Trail | Join Web Conference | Online Demo | Contact Me
2. Measuring SEM performance
- Don’t let the client cherry pick you
- Evaluation Process
- - All registrations are conversions
- - Filter out valid inquires
- - Accept valid inquires
- - Quality sales lead
- - Close Sales
- - What is the lifetime value of the customer
3. Focus SEM budget on the Enterprise solution that bring in the 80% of the revenue than off the shelf low end software
- Unless the internal sales team is great a upgrading the client from the low end solution to the Enterprise solution
4. B3B SEM is a whole different animal due to traditional marketing mindset and many CRM tools & process involved.