Combining search marketing best practices with funnel optimization conversion metrics, this eBook will show how paid search can grow your b2b business by generating and converting quality leads.
Morton, Pennsylvania (PRWEB) November 22, 2011
Paul Mosenson, Founder of NuSpark Marketing, a Philadelphia-based digital marketing and lead generation firm, has written a new eBook on lead generation for B2B firms, called A Strategic Guide to Pay-Per-Click Search Engine Marketing with Google Adwords. The book is the first of its kind to marry lead generation and funnel optimization metrics with search engine advertising best practices.
“Almost all of search marketing books out there concentrate on an ecommerce approach because it’s easier to measure online sales and conversions with paid search,” says Mosenson. “Because my company focuses on lead generation for firms that sell complex products, measuring conversions and ROI with pay-per-click is much more complicated.” Typically, a conversion is identified as an email submission on a webform in exchange for content, a webinar registration, or a free trial/demo. However, these "leads" aren't leads at all, but just names. They need to be qualified in order continue in the funnel.
That complication as described above is because of the method of qualifying leads throughout the funnel, until a sales resolution is met at the bottom. From click to sale, there can be months of follow-up activity mostly through sales calls and lead-nurturing content. Luckily, some marketing automation systems and Google’s Adwords platform has a Salesforce.com interface, so that sales opportunities and revenue can be tied back to the source of initial contact, including search engine pay-per-click ads. These platforms are addressed in the eBook.
Another highlight of the eBook is the vast examples of click-to-sale processes, and the effect on revenue and ROI when items such as quality score and landing page conversion architectures are improved. “Just by making such minor modifications to the search campaigns and landing page call-to-actions, the increase in sales opportunities can be significant,” says Mosenson.
Much of the basics are covered in the eBook, but those basics are complemented by insightful strategies to optimize lead generation. Covered are strategies for settings, keyword selection (and how search behavior varies throughout a buying cycle), bidding strategy, ad text strategy, and measurement with analytics.
The eBook can be downloaded from the NuSpark Marketing website at http://www.nusparkmarketing.com/resources/ebooks-webinars-b2b-content/
NuSpark Marketing is a fast growing lead generation firm based outside Philadelphia that helps its clients with lead generation strategy, digital media, funnel optimization, and content marketing. Working with both enterprise to medium-sized businesses, NuSpark develops strategies and implements the tactics including lead nurturing programs to optimize the lead-to-sale funnel. Paul Mosenson has been in marketing and lead generation for over 25 years and is a long-time Google Adwords certified professional. The website for more information is http://www.nusparkmarketing.com.