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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:
Search Adapts to B2B Challenges. The unique challenges B2B marketers face and how SEM provides solutions.
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.
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.
Benefits Sell: Securing Management Buy-In. How to effectively approach decision-makers with all of this information.
Search Adapts to B2BChallenges
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 development process. An advanced tracking system, like Oneupweb’s ROI trax®, will track your leads from initial online contact through offline sale—letting you see your return, regardless of the length of your sales process or number of steps involved. The result: a stronger brand, efficient management of the sales pipeline and a calculated return.
The Challenge: Complex, customized products and services.
Because B2B companies typically have more complex or customized products and services, a customer’s relationship with a B2B company is typically multifaceted and long-term rather than transactional. For that reason, customers look for companies with credibility.
How Search Can Help: SEM gives you premium exposure on search engine results pages (“SERPs”) and is an effective branding tool. When your company consistently appears prominently on SERPs during a prospect’s research, it builds credibility and brand awareness. A Cornell University eye tracking study shows that searchers spend about 83 percent of their time focused on the first 5 listings that appear on Google’s first page of search results.2 SEM will put you where searchers are focusing their attention.
The Challenge: Not all B2Bs are created equal.
From healthcare and financial services to IT and engineering, B2B marketers come from a wide array of industries. What’s right for one B2B marketer is rarely right for another. The SEM needs, goals and performance metrics of an auto-parts manufacturer will be entirely different from a company marketing CRM systems. Strategies, goals and campaign plans are not one-size-fits-all for B2B companies.
How Search Can Help: SEM is flexible, adaptable and can be tailored to meet the unique needs of your business and the challenges of your industry. A seasoned online marketing partner will recognize that, sometimes, doing what your competitors aren’t doing is what it takes to propel your brand and drive sales. SEM allows for a high level of customization, but it takes a well-versed online marketing partner to recognize just where to step outside the box to achieve your goals and get the most from your online marketing investment.
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