B2B website design requires a careful approach. A B2B buyer is nowhere as impulsive as a B2C buyer. They take their time to do extensive research before investing in any new product, and in some cases, multiple stakeholders are involved in the decision process. Just take Gartner’s illustration of the B2B buying journey:
The point? Your website needs to be
Houston (and by Houston, I mean businesses), we have a problem: According to Salesforce, 68% of customers expect brands to understand their unique needs and expectations, but only 39% of customers feel that brands actually do this.
This is 🆖 (not good). So how do you make sure you’re actually being customer-centric?
Enter the customer journey map: A powerful tool
It was well over 10 years ago that I got my first job in paid advertising. I was fresh out of college and applied for a job as an “online marketing assistant.” On my first day, they sat me down in front of Google AdWords Editor (yes, it was still called AdWords then) and I was on my way. I
425,698.
That’s the number of new businesses registered in the United States in July alone. With more options for consumers to pick from, converting leads is becoming more difficult, especially for B2B sales teams. To make matters worse, sales reps keep repeating the same B2B sales mistakes without even knowing them.
To help you nurture more leads and close more
Yesterday, Google announced some changes to ad extensions—all of which are pretty good, but which may be a little confusing to beginner advertisers—so we’re clearing it all up in this post.
Enlarge image | View the Twitter thread.
The four updates are as follows:
If you’re running Google Ads, you may have recently received an email from Google about a new Destination requirements policy. An email with scary words like “enforcing,” “disallowed ad experiences,” and “this policy change may affect your account.”
What does it all mean? What is a disallowed ad experience and how can you know if you have any? I dove
What’s the average click-through rate for a Google Ads ad? When people ask this question, it’s usually because they want to benchmark their own CTRs. But listen up: Way too many advertisers are content to reach an average click-through rate and leave it at that. If that’s you, you can just look at our search ad benchmarks chart below and
October:
Costumes. Columbus Day. Candy Corn.
Right?
Wrong.
October is home to Financial Planning Month, LGBTQ History Month, Domestic Violence Month, and more. It’s also when we celebrate Do Something Nice Day, Black Poetry Day, Women in Business, and apparently, handbags. The point is, there are so many opportunities for creative and meaningful marketing that will help you to authenticate
