B2B Search Success: Quantifying Search Engine Marketing Benefits for B2B Marketers

B2B Search Success
Quantifying Search Engine Marketing
Benefits for B2B Marketers
Provided by Oneupweb®
877.568.7477 OneUpWeb.com
INTEGRATED ONLINE MARKETING . 877.568.7477 . www.oneupweb.com ©2008-All Information in This Document is Copyright Protected and the Property of Oneupweb®01

As a savvy business-to-business marketer, you're fixed
on three goals: generating leads, building your brand
and tracking your on- and off-line communications with
prospects and clients to optimize effectiveness.
Every plan you pitch to management sells strategies that
achieve these goals-and you build your strategy with
research, track-records and evidence of results. Search
engine marketing ("SEM"), including natural search engine
optimization ("SEO") and paid search engine marketing
("PPC"), provides solutions to the challenges in the B2B
space, calculable predictors of success and measurable
results. Everything you need to make a positive impact on
the growth of your business.
INTEGRATED ONLINE MARKETING . 877.568.7477 . www.oneupweb.com ©2008-All Information in This Document is Copyright Protected and the Property of Oneupweb®02
In 2007, B2B online advertising spending in the
U.S. was more than $3.5 billion. That's more than
16 percent of all online advertising spending.1
So what does this mean? Your competitors are
investing in SEM, and they're reaping the rewards.
You should be, too. Oneupweb has assembled everything you need to
develop and present a tailored SEM plan, including a tool to predict your
business' success through SEM.
Here's everything we've included to help you quantify your company's SEM
benefits and secure the support of upper management:
I. Search Adapts to B2B Challenges. The unique challenges B2B marketers face and
how SEM provides solutions.
II. Calculate Search Opportunity, Quantify Your Search Results. Our SEO and
PPC Lead Opportunity Calculators give you hard numbers, showing the potential
for growth with SEM. We've also provided calculators that allow you to predict your
company's results with SEM using your own numbers. And if by chance you don't
know your numbers, you'll also find a few examples.
III. Measuring the Benefits of Search: A Case Study. A real-life example of B2B
success with SEM. A multi-national B2B integrated performance improvement, travel
and market research services company, and Oneupweb client, sees amazing results
through SEM.
IV. Benefits Sell: Securing Management Buy-In. How to effectively approach
decision-makers with all of this information.
1B2B Marketing Online: Business Meets Social Media, eMarketer, December 2007. http://www.emarketer.com/Reports/All/Emarketer_2000451.aspx.
INTEGRATED ONLINE MARKETING . 877.568.7477 . www.oneupweb.com ©2008-All Information in This Document is Copyright Protected and the Property of Oneupweb®03
I. Search Adapts to B2B Challenges
B2B marketers face unique challenges that must be considered when planning any
marketing campaign. A professional online marketing partner should understand
those challenges, the issues of your unique industry and have a proven track record
working with companies like yours. But what are these challenges for business-to-
business marketers, and how can SEM and a professional online marketing partner
provide solutions?
» The Challenge: Long, complicated sales cycles.
Business-to-business companies typically have a longer and more detailed sales process than a business that markets direct to consumers. These lengthy sales processes often begin online and close months later-offline. Different stages of the sales process require different ways of communicating with prospects, and each stage needs to be tracked.
How Search Can Help: A professional online marketing partner can develop an integrated campaign that will speak to your prospects and clients with a clear message at every stage of the sales and devel... [download for more]