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Mark Saltarelli On Start Up Campaigns and B2B Marketing with Demand Generation

Published

2 years ago

January 9, 2023

Mark Saltarelli used to work at Cypress North for a couple of years but wanted to go in-house and joined Order, a later-stage startup. We spoke a bit about his history in digital marketing, first working at Toast, then FullFunnel, then Cypress North, and then where he is now at Order.

We spoke a bit about the issues working with a super early-stage SaaS startup. Such as the company not fully understanding yet who the customer is or should be. Also, early-stage products have a lot of bugs and issues, which can be upsetting. Then CEOs and Founders can be very opinionated about how they should market their products and not want to listen to advice from an expert. So he was done working with these super early start-ups.

Working with start-ups, especially in-house, you need to be ready to pivot. Pivoting is part of the start-up world, and you need to be ready to pivot with the product, with the customers, and with the overall business. But he said that can be frustrating.

B2B Marketing & Demand Generation Through Funnels:

We then talked about business-to-business marketing through demand generation and tracking the conversions through the funnel. Mark told us how to optimize campaigns through the customer purchase cycle during multiple states of that cycle. He builds out campaigns using his CRM and marketing automation platforms to see on the keyword level how many leads that keywords drive and how those may convert to different levels of the customer buying journey.

Matt provided some pretty cool examples of this through a case study. We spoke again about how great performance max is working with Google Ads. Sometimes people search for weird things, and he said smart bidding could help a lot here. Matt also gets into the weeds with remarketing; he is a big fan of using that in this process.

Follow Mark on Twitter @marketingbymark or on LinkedIn by finding Mark T Saltarelli.

You can subscribe to our YouTube channel by clicking here so you don’t miss the next vlog where I interviews. I do have a nice lineup of interviews scheduled with SEOs and SEMS, many of which you don’t want to miss – and I promise to continue to make these vlogs better over time. If you want to be interviewed, please fill out this form with your details.

Forum discussion at YouTube.

Source: www.seroundtable.com

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Daily Search Forum Recap: September 6, 2024

Published

21 hours ago

September 6, 2024

Entireweb News Bot

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

I know the Google August core update is done, but we are still seeing significant volatility days later. I posted a large interview with Google’s Danny Sullivan on the core update and more – it is worth a read. Google also had an interview on Google Shopping and Merchant Center. Google Ads has a bug with audience insights. Google clarified its indexing API quota details. Google has these new try on icons in search ads. And I posted my weekly SEO video recap.

Search Engine Roundtable Stories:

Google Search Volatility Still Heated After August Core Update Rollout Completed

It is like the Google August 2024 core update didn’t finish rolling out, or maybe something else is going on, because I am still seeing a lot of signals of intense search ranking volatility in the Google Search results. The tools are all still heated and the chatter within the SEO community is still pretty lively.

My Interview Of Google’s Search Liaison On The August 2024 Core Update

This week I interviewed Danny Sullivan, Google’s Search Liaison, with the goal of better understanding where Google Search quality is at right now, where it is going in the future and what we as content creators and search marketers need to know.

Google Ads Audience Insights Missing For Some

There is another Google Ads bug, this time with the Audience insights going missing for some advertisers. Ginny Marvin, Google’s Ads Liaison, said on X, “Audience Insights is not being removed” but rather there is a bug.

Google Shopping & Merchant Center Interview With Irina Tuduce

Google published an internal interview on its Search Off the Record podcast with John Mueller and Lizzi Sassman (who you know) and Irina Tuduce from the Google Shopping team. Irina Tuduce has been with Google for 18 or so years and she provided a super technical overview of Google Shopping and Merchant Center.

Google Clarifies Indexing API Quota & Pricing Information

Google has made several changes to its indexing API quota and pricing information document for clarification purposes. Google said this was to clarify “the default quota is for setting up the Indexing API, and how to request approval and quota. Also corrected a documentation error for DefaultRequestsPerMinutePerProject quota (it’s always been a 380 quota).”

Google Ads Try On Icon

Google launched its try on feature a year or so ago and now Google may have just added a new icon to visualize the try on feature. Below is a screenshot of it on Google Ads for lipstick. When you click on the the face/emoji/icon at the top left of the ad, below you will see a way to visualize it on real models generated by Google AI.

Liquor at Google Event

I found these fancy photos of fancy liquor and alcohol on Instagram from a Google event. The post says there were delicious cocktails, and good fun, concerts, and great food.

Search News Buzz Video Recap: Google August Core Update Done, Google Interview, Google Ads & Merchant Center News & The YouTube Algorithm SEO

This week, the Google August 2024 core update finished rolling out, a bit earlier than expected. There is still search volatility, a lot of it…

Other Great Search Threads:

Search Engine Land Stories:

Feedback:

Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.

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Google Ads To Require Gambling Advertisers With Games Certification To Recertify

Published

2 days ago

September 5, 2024

Entireweb News Bot

Google Ads said that by November 2024, advertisers with the gambling and games certification must recertify or stop relying on the certification to advertise products in scope of the Gambling and games policy.

Google wrote, “In November 2024, the Google Ads Circumventing Systems policy will be updated.”

“Advertisers with the Gambling and games certification must recertify or stop relying on the certification to advertise products in scope of the Gambling and games policy if a material change has occurred since the certification application was submitted,” Google added.

If you do not comply, Google said, they “will suspend your Google Ads accounts upon detection and without prior warning.” Google added “and you will not be allowed to advertise with us again.”

Google advertisers with the Gambling and games certification must recertify or stop relying on the certification to advertise products in scope of the Gambling and games policy if a material change has occurred since the certification application was submitted.

Failure to do so will be considered a violation of the Google Ads Circumventing Systems policy, Google said.

Material changes include, but are not limited to:

Changes to advertiser’s product offerings which are inconsistent with any license or approvals provided to Google

Changes to advertiser’s compliance with applicable regulations

Changes to advertiser’s licensure or other compliance with Google’s Gambling and games certification requirements

Google said that changes to an advertiser’s address or payment methods are not considered material for purposes of this Gambling and games recertification requirement.

Forum discussion at X.

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Daily Search Forum Recap: September 3, 2024

Published

3 days ago

September 4, 2024

Entireweb News Bot

Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

I posted a bunch of YouTube algorithm and SEO tips from Google. Google Trends email subscriptions service is going away next month. Bing Knowledge Panels has this table of contents. Google is testing new Google Maps pins. I also posted the big September 2024 Google Webmaster report.

Search Engine Roundtable Stories:

September 2024 Google Webmaster Report

It finally happened, we got a new core update, the Google August 2024 core update touched down on August 15th. It resulted in some movement with some sites hit by the September helpful content update and also many sad stories, including many sites that were hit.

YouTube SEO Questions Answered

A few months ago, we posted some answers about how YouTube ranking is affected by various variables and factors – YouTube SEO questions and answers, if you will. Well, the YouTube Liaison posted a number of short video answers around the YouTube algorithm and YouTube SEO over the past week that I wanted to share.

Google Trends Email Subscriptions Going Away Next Month

Google will discontinue the Google Trends email subscription service on October 29, 2024. Google sent emails to those who had subscribed to Google Trends over email saying, “Google Trends trend notifications will no longer be supported and existing alerts will no longer be sent.”

Bing Knowledge Panel & Featured Answers Table Of Contents Animation

Microsoft recently added an animation or highlight effect on its featured answers or knowledge panels at the top of its Bing Search results. When you hover your mouse over the table of content on the left side, the section it corresponds to in the answer, will expand.

Google Tests New Map Pin Shapes

Google is testing a new shape and maybe colors for the map pins they use in Google Search and Google Maps. The new shape is less of a pin/diamond shape and more of a circle shape.

Doctor Mike At YouTube Health Launch

I don’t watch much YouTube, and I subscribe to a select few channels, and Doctor Mike is one of those channels I subscribe to and watch some of the videos on. He was at the launch event of YouTube Health or something like it.