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FutureNow Post
Thursday, Mar. 22, 2007 at 9:07 am

Thick Heads, PPC, B2B Demand Generation, and Converting Visitors

By Anthony Garcia
March 22nd, 2007

jumping on the bedI have four kids that range in age from 4- to- 13. I must confess, sometimes being a marketing consultant feels too much like my nagging daddy role.

Anyone with kids knows the routine when you impart your wonderful child with a bit of wisdom.

“Son, do you want to get hurt?”
“No, Daddy”
“Then please don’t jump on the bed!”
“Ok, Daddy”

Simple, right?

Then, about 8 minutes later, comes that ear shattering scream. Your son is curled up on the floor, clutching his thick head, sporting a fresh bump from a nasty tumble. Seems he was jumping on the bed.

Our faithful are likely tired of hearing the same conversion rate rants from us. For the rest, it’s not until after they take a tumble that they decide jumping on the bed is a bad idea.

Jon Miller at Search Engine Land posted a great article describing why B2Bs are typically unsatisfied with PPC agencies, wherein he makes a bold suggestion that B2Bs should abandon PPC agencies altogether. Here’s a nice little nugget from the post:

You know your business better than the agency. One of the most important skills for PPC success is picking the right keywords that your prospects actually use when they search – something you know best. Also, when determining rankings, Google and now Yahoo! care as much about the relevance of your content as they do about your bid (aka “what you say is as important as what you pay”). This means a good understanding of your business and your industry is at least as important as being a search “expert”. Over time, the balance of power between business knowledge and SEM knowledge will shift even further towards business as Google continues to find ways to reward relevant content and discount search agency tricks.

While Jon makes a stunningly accurate diagnosis, his suggested treatment is questionable:

The main value provided by agencies is expertise with SEM, and as I’ll explain, you can bring much of that expertise in-house by using the right kind of pay per click management software. A technology solution can create the best of both worlds: the control and business knowledge of doing it yourself, combined with the SEM best practices and techniques of an expert.

whack upside the headWe love technology as much as the next guy, it makes life easier. But in-house technology and SEM best practices will likely still leave you dissappointed. Sure you’ll save their fees, and possibly see some incremental gains but unless you embrace a persuasion methodology, you are just jumping on the bed.

How do you find the right keywords? How do you ensure your prospects are being presented with relevant scent from the ad to the lead form? How do you optimize and measure every variant? What if you don’t have any ‘experts’ on staff?

By giving non-marketing experts a methodology for maximizing demand generation, Persuasion Architecture™ and Persuasive Scenarios are proven to solve this dilemma.

Bryan Eisenberg touched on just one aspect of B2B demand generation last week’s Clickz column.

Sure, it’s hard work, but the only thing harder is ending up with knot after knot on your head.

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Comments (2)

  1. I am and always have been a fan of FutureNow and Persuasion Architecture. I certainly would never lump what you do into the category of a simple PPC agency. The main point I was trying to make in my article is that much of the value sold by PPC agencies — such as bidding and measurement — is done better by technology. There will always be a place for conversion experts such as yourselves to complement a technology solution to help an advertiser get the maximum value for their spending.

    Thanks for

  2. I would tend to agree with what has been said and think that the product managers have a key role to play here. I have done some considerable research around this area when working in a b2b environment and am currently preparing my results for a more academic style presentation.

    The problem with most of the guides and best practise whitepapers out there is that they are too general and miss the mark totally because b2b is so different to b2c. Where as most b2c marketplaces and ppc campaigns can follow a guide and capture their customers with the same net every single b2b environment is totally different and what works for one will fail for another.

    Thanks for the insight

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