Thanks for the quick response. I look forward to seeing your article on "aggressive B2B lead generation"

Tony

And yeah, it's quite nasty that you can't throw brochure-websites in the paper basket - or burn them.

You mention tracking white paper or technical pdf documents using cookies, but I wonder if you also use a standard internet marketing email subscription in order to capture the prospects name and email and usually the email will identify the organisation that is interested in the sites products. I'm sure you do, but would be keen to have your opinion on this.

I often have to research detailed technical information on servers or network switches and I tend to gravitate towrds those sites that provide the best information. Examples are HP (they have an online configuration utility) and Cisco. I tend to steer clear of sites that are nothing but brochureware :-)

Great post.

cheers
ony

Have a brainstorm with your clients about determining keywords; let them write their texts; use their technical knowhow.

I have had a hard time getting clients to take a constructive look at either their keywords or their ad copy.
Most are too busy to take a close look. Others do not understand the details of PPC.

Thanks for the post.

Especially the different audiences are interesting in B2B SEM projects. But how can you filter the consumers out of an B2B SEA campaign? Both consumers as B2B customers will use the same words.

In the book it is pointed out that a single individual can represent multiple influences (or a committee a single influence), but that ALL the influences must be satisfied in order to make a sale. -- Good stuff and highly relevant to marketing on the internet.

let me quote u first - " Therefore, you would like to know how many of the people visiting your site download such a PDF. You also would like to know who these people are, where they come from etc. If the same downloader reads a text about the cost of the product a few weeks later, we can be quite confident that he’s a serious interest in buying the product. It’s important to measure such ‘soft’ conversions (i.e. conversions that can’t be monetized immediately) as a funnel by means of long term cookies."

now, the question is - how do u know if it is the same guy who read about the company product has come back to the site to check on the price later , few weeks later? how would u identify and connect with such a "downloader" ?