To learn more about B2B paid search, I recommend you read The Buyersphere Project by Mediative (formerly Enquiro) and Ryan DeShazer's recent column, "The Reinvention of B2B Paid Search. Tip 2: Integrate Offline Conversion Tracking
The BuyerSphere project looked at how online strategies became artificially separated from traditional best practices, how they can be more effectively integrated and the part search plays as a major influencer.
In his book "The BuyerSphere Project," Gord Hotchkiss of Enquiro called this "The Risk Gap. And with online conversions usually removed from actual offline sales, the inevitable question of "how's our program performing?
The BuyerSphere project looked at how online strategies became artificially separated from traditional best practices, how they can be more effectively integrated, and the part search plays as a major influencer.
The BuyerSphere Project looks at how online strategies became artificially separated from traditional best practices, how they can be more effectively integrated and the part search plays as a major influencer.
