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Search Engine Optimization is NOT B2B Demand Generation
| Guest post by: Jeff Ogden |
Article Overview: Recently I spoke with a business owner who had hired a search engine optimization firm. That firm had done a fine job, and this owner thought his marketing was in good shape. What he failed to understand is this: There’s a world of difference between Search Engine Optimization and B2B Demand Generation.
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Free Download - Marketing Made Simple TV is looking for a few good sponsors By Jeff Ogden |
Search Engine Optimization is NOT B2B Demand Generation
B2B Demand Generation | Why Search Marketing is a small part only
The purpose of Search Engine Optimization (SEO) is to make your
website appear at the top of results when a user types keywords into a
search tool like Google.
Check out the results for “Life Insurance New York” The colored sections at the top and at right are paid ads. So AARP and Prudential, as well as MetLife on the right are “buying clicks” with paid ads. But New York Life has the most respected position – #1 in organic search.
While
ranking highly gets you a lot of traffic to your website, it is not B2B
demand generation. Look at this image of a revenue cycle (compliments
of Marketo)
Notice
the All Names and Engaged stages. All Names mean they visited (but not
qualified) and Engage means they are active on your website. At best,
Search Engine Optimization covers only these first two stages of the
Revenue Cycle.
SiriusDecisions calls the entire revenue cycle the Contact to Close
process – from the time we first meet till they are inked as a
customer. They urge their clients to focus on that entire process – and
we at Find New Customers agree.
The critical element in B2B demand generation is looking at the
entire revenue cycle and moving the prospect through every stage. That
means attraction strategies to drive Awareness, like SEO. But it also
means Lead Nurturing, Lead Scoring and Content Marketing , as well as Sales Ennoblement and so forth.
What do you think? Do you think companies confuse SEO with B2B Demand Generation? We love comments and those who share. We also invite you to check out the Full Demand Generation program from Find New Customers.
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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand gen, demand generation, demand generation companies, demand generation company, find new customers, lead gen, lead generation, lead generation companies, lead generation company, sales lead generation
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About the Author: Jeff Ogden RSS for Jeff's articles - Visit Jeff's website With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help. We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today. Click here to visit Jeff's website   Definitive Guide Making Quota How to Find New Customers 7 Keys to B2B Marketing Succes 7 Keys to Lead Nurturing |
Related Forum Posts
What Do You Want To Be Taught?
- Hi,
My name is Jeff Foster, I will be moderating this new section. I want to get your opinion on topics you would like to discuss & be taught on. I see a great need for small business owners to learn how to perform basic Search Engine Marketing (SEM) which would include the basics about Search Engine Optimization (SEO).
What do you want to be taught on?
Jeff
Re: Search Engine Optimization
- If you are interested to get more information about Search Engine Optimization you can visit Search Engine Watch site gives you a great way to keep up with what’s going on in the search engine world. This site provides a ton of information about a very wide range of subjects related not only to search engine optimization, but also the flip side of the coin; subjects related to searching online.
Re: Can someone explain Search engine optimization to me?
- Search Engine Optimization (SEO) could be compared to a big popularity contest:
A High School Computer Geek and a High School Football Captain who are trying to promote a party.
The computer geek tells everyone in school & even hands out 100's of flyers about his party Friday night...what happens? his friends end up showing up and a few new people...even the new people leave right away because it is not what they are looking for.
The High School Football Captain ends up just telling a few good buddies, and within hours the entire school not only knows about it, but everyone wants to come, and everyone does come & stay.
One defenition of "optimize is "To make as perfect or effective as possibe." How effective are your article marketing campaigns? Could you be distributing content (that is what search engines index) more effectively? In a perfect world, who would you want promoting your website, web pages, and web content?
Search Engine Optimization (SEO) is determining this perfect & effective way to do this.
Jeff
Re: How do I engage seo works to be done for my site?
- I read "Search Engine Optimization" for dummies. Gave me a real good foundation on which to build my sites. Really helped a lot.
Re: How to Promote Your Business Online
- Apart from using Search Engine Optimization or SEO for promoting websites, I also find Pay per Clicks (PPC) to be a very good way to do. Why? For me it doesn't open only one oppurtunity for you, in fact it opens 2! You can generate your awaited traffic even w/o saying stop, ready and go and gain a maximized profit too.
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