One of the best pieces of advice I ever got from a seasoned Google AdWords mentor was to “not try and serve two masters within a single campaign.” If your campaigns are like most, they have a fixed budget and are ROI driven. In this situation, we are constantly trying to ratchet down the cost per lead while still using up the budget to get as many leads as possible. But beware! At some point you...

This figure, which sounds authenticated and accurate, blows my mind: Only 11.8% of the Fortune 500 have an active blog.  Wow.  It’s 2009 and we haven’t time-traveled back to 1977 and joined the Dharma Initiative in Lost, right!??  That blog statistic, which I saw on John Cass’ blog makes me think that the other 88.2% of the Fortune 500 are still stranded in 1977.  Even with Barbara Rozgoniyi’s...

Ok, so I’m really passionate about looking for ways to improve conversion rates - I admit it.  I’m kind of a conversion junkie. But sometimes I make the mistake of getting so focused on conversions that I can lose site of the bigger picture. I end up only staring at the trees right in front of me, without taking the time to take inventory of the forest. Such a shortsighted viewpoint can undermine a B2B...