The most successful business-to-business marketers have used a combination of search engine optimization, content marketing and social media "with highly targeted messaging and landing pages to generate 'opt-in' prospect responses," followed by nurturing e-mail campaigns, says Optify Chief Marketing Officer Doug Wheeler, extracting insight from his company's 2012 B2B Marketing Benchmark Report. Wheeler addresses the surprisingly poor conversion rates of social media, the way to treat Google "not provided" keyword referrals, and Bing's materially higher conversion rates in this interview.

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