June 24, 2010
Technology Changes, Some Marketing Fundamentals Do Not
Yesterday I moderated a landing page optimization panel at the B2B Search Strategy Summit and sat through a number of sessions, all of which were nothing short of stellar. Despite the fact marketing channels have changed so much over the years and will continue to change, a few key best practices remain constant regardless of the medium.
Make it easy for the customer to buy. The purpose of search and site optimization is exactly this. Yet, very sophisticated marketers working for high-profile companies often overlook some of the key…
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June 16, 2010
Where are the Proof Points?
Most of the content development and research we do here at Strategic Rainmakers involves getting out and talking to people who are experts in software development, ecommerce, performance marketing, and other business and technology-related areas. Some of this work involves interviewing several or vast numbers of people. Sometimes we’re doing work on behalf of organizations. Other times we’re working on industry projects including articles and reports.
Quite often we’re writing about emerging trends and issues that affect business and technology. As part of that we’re regularly comparing and contrasting…
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April 13, 2010
Marketing Budgets Take a New Turn
Recently I’ve been interviewing paid search marketing professionals for an upcoming in-depth report I’m writing in partnership with Mary O’Brien, president of PPC Summit. Getting under the hood with vendor offerings and what’s happening in the buying process is fascinating. Even more intriguing, based on a number of interviews I’ve conducted, is the demise of budgets as we know them.
Traditionally, marketing departments have set budgets. However, in the case of paid search the focus is shifting from away from spend to ROI. As one search marketer put it,…
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