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How to Measure B2B Paid Search and Paid Social Campaigns

Quick note: My goal in writing this was to address how CFOs, CMOs, and VPs of Marketing at B2B companies can evaluate their paid search and paid social efforts. Ignore Conventional Measurement Metrics for PPC

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Performance Marketing for B2B

What Is B2B Performance Marketing? If you focus exclusively on brand marketing, there will be no incentives for potential customers and no active temptation to turn

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Benefits of Revenue Attribution for B2B

Why Track to Revenue The most instinctive way to measure B2B digital advertising ROI is to track metrics that are related to revenue such as conversions,

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How B2B Can Prepare for a “Cookieless” World

Quick hits about the Google’s plan to phase out third-party cookies A “cookieless” world is a misnomer. Alphabet still owns Google, YouTube, and Chrome. Google Ads

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How to Improve Organic Brand Keyword Performance

Brand keywords are often associated with paid search efforts, but many SEO specialists and marketing teams can overlook the benefits of an organic brand keyword strategy.

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Marketing Attribution for B2B is Essential

In much the same way that accounting reconciles transactions, the best practice for attribution is to constantly (and proactively) reconcile revenue with your marketing touches. The

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Using YouTube Advertising for B2B

B2B YouTube advertising is a unique alternative to regular display advertising, offering focused, hyper specific targeting opportunities at the top and bottom of the sales funnel.

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