Author: ai7pz
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About a year ago, I published a post arguing that B2B marketers need to set realistic expectations for their content marketing efforts. This turned out to be our most widely-read post in 2017. The main theme of my post was that content marketing performance depends on several factors and that some of those factors are…
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Keywords are words or phrases you choose to describe your product or service. They’re used to help you reach only the most interested people, who are more likely to become your customers. Using keywords can increase your sales and lower your costs. With the AdWords app, you can select high-quality, relevant keywords for your ad…
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In 2013, Walker Information published the results of a study regarding the emerging importance of customer experience for B2B companies. Customers 2020: The Future of B-to-B Customer Experience focused on how B2B companies should be preparing to meet changing customer expectations. In this research, study participants said they expected customer experience to surpass product and…
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An automated, goal-driven bid strategy that groups together multiple campaigns, ad groups, and keywords. Portfolio bid strategies automatically set bids to help you reach your performance goals. Portfolio bid strategies let you automatically set bids for multiple campaigns. Once you create a portfolio strategy, it will be stored in your Shared library. This is the…
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Each type of automated bid strategy is designed to help you achieve a specific goal for your business.
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B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this makes lack of trust an elephant-in-the-room issue for B2B marketers. Lack of trust produces a major drag on marketing performance. If buyers don’t trust what you say, they won’t give you credit for understanding their needs or providing relevant,…
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With offline conversion measurement capabilities on Facebook, you can track when transactions occur in your physical business location and other offline channels after people see or engage with your Facebook ads. According to Facebook – “Create a list of the people who interacted with your business in-store, by phone, or through other offline channels.” How…