four Key Ways B2B SEO Influences Demand Generation Efforts

October 18th, 2013 by admin Leave a reply »

Pardot recently announced those launch of their 2013 State most typically associated with Demand Generation Report, surveying 500 B2B buyers and 138 BUSINESS-ON-BUSINESS companies to get insight into their necessitate generation habits and best practices.

As the concept of demand generation takes greater hold in advertising discussions, here are critical points BUSINESS-ON-BUSINESS SEO professionals need to consider, influenced by select research highlights and growing trends.


What Is Needs Generation?

Demand generation as a concept is meant to cover most marketing initiatives that drive knowing of a company and it’s products and solutions. Demand generation is sometimes confused with lead generation, but the final option is more focused on building the incomes funnel and arguably places less relevance on initiatives that are not strait related to that effort (such since brand development).

Online Media Funnel

image Debt: Online Demand Generation – Strategies and Metrics

Here are a few popular definitions of necessitate generation:

  • Needs generation covers all marketing activities that create awareness about your product, specialist} and industry. It includes a mix of incoming and outbound marketing. via LeadFormix
  • Focused on targeted traffic generation programs, demand generation drive attention and interest in a company’s products and services. Predominant in BtoB marketing, necessitate generation marries marketing programs but also structures sales processes. via DemandGenReport
  • Create, nurture, but also manage buying interest through market management, lead management, marketing exploration, and data management. via Eloqua

SEO runs a key role in demand generation work because of the significance of organic search internet site and leads as a percentage most typically associated with total inbound marketing efforts. Providers also argue that a B2B RESEARCH strategy can gain even more tissue traction expansion when marketers take into consideration link building but also social media impact in outbound incomes efforts as well (example: link participation in tradeshow sponsorships or 301 redirects when using “marketing friendly” incentivized links).

In Pardot’s launch of their demand generation Ebook, three key findings highlighted those announcement and should catch the BUSINESS-ON-BUSINESS SEO professional’s attention.


1 . Search Engines (Google) Dominate To start with Phase Research

Finding: 72 percent of treadmill research for a future business acquisition begins on Google.

While this finding is a major godsend for B2B SEO professionals a crucial component to continued strategic buy-in to work with SEO is performance metric sourcing. As illustrated in a recent MarketingSherpa article, even though organic search can be a massive contributing channel for lead loudness, a fair percentage B2B marketers generally skeptical of SEO in particular. Google’s recent move to encrypted search automagically, rendering all keyword traffic “(not provided)”, certainly complicates measurement moreover.

Ray “Catfish” Comstock just wrote a column entirely on moving forward with SEO in a “(not provided)” world and I’ve furthermore talked about performance measurement late a year ago.

At a high level, growing benchmarks SEO professionals need to consider include:

  • Creating multiple levels of conversion goals
  • Integration of lead rating universally and specific to SEARCH ENGINE OPTIMIZATION leads
  • Web traffic performance measurement and comparisons between stations
  • Integration of Search engines and Bing Webmaster Tools report evaluation, especially when considering significant “(not provided)” traffic percentages.

Bottom line: inbound marketing evaluation of search engine performance is an increased component of significance for SEO experts. “(Not provided)” is an inconvenience but doesn’t really restrict our capability to demonstrate impact of SEO initiatives.


2 . Content Must Be Optimized Across Buying Stages

Finding: 76 percent of buyers prefer different content at each stage of their research.

I’ve been a supporter of content marketing for quite some time, but content solely for the sake of SEO is certainly short-sighted. Marketers have a better knowledge of the fact that content marketing assets need to be built with multiple goals for lead development in mind.

SEARCH ENGINE OPTIMIZATION professionals can be more valuable in the research and measurement components of content marketing development, regardless of its place in the sales funnel.

For example , Google Webmaster Tools report on search queries provides SEARCH ENGINE OPTIMIZATION professionals with insight into phrases guests used to find content marketing property on site. This data can be used to make more informed decisions upon new content assets to create and SEO performance of optimized web pages as well.

IMG webmaster-tools-impressions. png

Coupling these details with conversion metrics in Google Analytics or marketing automation solution supplies a more complete picture of SEARCH ENGINE OPTIMIZATION, content marketing, and ROI.

For content assets intended more for brand awareness, SEARCH ENGINE OPTIMIZATION professionals can tie in inbound hyperlink reports (such as Google Webmaster Tools) and reporting data through social media platforms like Twitter, Fb, and LinkedIn. I wrote in regards to the advancement of reporting elements in social media platforms in a recent article as well.


3. Technological Innovation Creates Opportunity & Challenges with regard to B2B SEO

Finding: 76 percent of the top 17 SaaS companies are already using marketing automation.

While this finding might not have significant face value to B2B organizations beyond this industry niche, what’s important for B2B SEO professionals to takeaway is that marketers are gaining higher access to information related to buyer habits. Technological innovation puts every marketing program to the spotlight for scrutiny in effectiveness.

B2B SEO experts need to stay aware of the vendors developing new resources for marketing performance management, gaining at least high level understanding of features and functionality. Locations for research directly related to Internet search engine Watch include ClickZ’s Stats and Tools section, ClickZ Intel with regard to white papers across marketing professions, and the Online Marketing Institute.


Final Thoughts

Demand generation is a concept B2B SEO experts need to understand because of the impact (or lack of impact) we can have in the process. While tactical SEO is a provided, taking ownership of performance initiatives around the success of demand generation initiatives, with an emphasis on organic search, is also important.

Are your own SEO initiatives coinciding more carefully with broader demand generation initiatives? I would love to read your viewpoint via comments below.


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