SEARCHENGINES

Mark Saltarelli On What We’re Missing With Marketing, Structuring Campaigns and CRM Data

Published

11 months ago

January 16, 2023

Mark Saltarelli and I spoke about his history and about B2B digital marketing in part one; it was super interesting, so make sure to listen to that. In part two, we talk about customer misses, structuring campaigns, and data.

We dove into some examples of what a typical B2B customer misses with this, and he said many companies forget to exclude their own customers in these efforts. Why was the ad spent on existing customers when they are already customers? They also don’t do a great job of segmenting their lead databases, and they don’t target to speak to segments of those leads with special messaging. He also spoke about close-lost opportunities; if you make advances to your product, reconnect with those closed opportunities because they may be happy with your product today.

We then spoke about structuring your campaigns around B2B. Make sure to categorize your campaigns not just by topic but also think about segmenting the campaign by the level of intent. He talks through some technical actions you can take to actually accomplish this. Also, look at verticals that you can segment to and separate out broad match from your other match types so you can control spending better.

Mark explained he doesn’t have the data he wants and needs; about 40% of that data is gone, and it will probably worsen. But he said if you can capture it in your CRM, then you can pick up patterns on keywords that map better than others. So that is one other reason to capture it all in your CRM software so that you can see the trends. It is pretty insane what you can do to dive in within each lead to see what the conversation was with the sales representative.

Finally, he said he is just as much or a bit more in the weeds when it comes to the campaigns he worked with. But now he has more access to the data, in real-time, now that he works in-house. He can speak to the right people in almost real-time to surface concerns he has about the health of the funnel and to really drive better marketing outcomes. When he was in an agency, he had less control over all of this. It is less about providing recommendations as an agency would do and more about acting on the data now that he is insane.

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.

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SEARCHENGINES

Google Hanukkah Decorations Are Live For 2023

Published

5 days ago

December 3, 2023

Entireweb News Bot

Hanukkah (aka Chanukah) starts this coming Thursday night, December 7th. Google has added its Hanukkah decorations to the Google Search results interface to celebrate. Google does this every year and I expect to see the same rollout in the coming weeks for Christmas and Kawanzaa but for now, since Chanukah is in the coming days, we have the Hanukkah decorations live at Google Search.

Here is a screenshot of the Chanukah decorations as they look like on the mobile search results.

You can see it yourself by searching on Google for [chanukah], [hanukkah], but not yet [חֲנוּכָּה‎] or other spelling variations yet but it should soon. It looks better on mobile than it does on desktop results.

To see the past, the 2023 decorations, 2021 decorations, 2020 Chanukah decorations, 2019 Google holiday decorations, the 2018, 2017, 2016, 2015, 2014, 2013, 2012, 2011, 2010 and so on.

Happy Chanukah, everyone!

Forum discussion at X.

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SEARCHENGINES

Google Pay Accepted Icons In Google Search Results

Published

6 days ago

December 3, 2023

Entireweb News Bot

Google seems to be testing a Google Pay Accepted label or icon in the Google search results. This label has the super G logo followed by the words “Pay accepted” words next to search result snippets that support Google Pay and notate such in their structured data.

This was first spotted by Khushal Bherwani who shared some screenshots of this on X – here is one:

Here are some more screenshots:

Here is test and without test window for same query. pic.twitter.com/n9cYWBOsro

— Khushal Bherwani (@b4k_khushal) October 20, 2023

Brodie Clark also posted some screenshots after on X:

In continuation from the test from October, Google is now testing out a new Google Pay label associated with organic results. Last month, Google was testing Pay Accepted text, with this month changing it to Pay encrypted checkout. More details: https://t.co/MvFNoPmMDR pic.twitter.com/WDVVc4RbTO

— SERPs Up 🌊 (@SERPalerts) November 30, 2023

I tried to replicate this but I came up short.

This is not the first time Google had similar icons like this in its search results.

Forum discussion at X.

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SEARCHENGINES

Google Discover Showing Older Content Since Follow Feature Arrived

Published

6 days ago

December 2, 2023

Entireweb News Bot

Typically, Google Discover shows content that is less than a day old, but it can show content that is weeks, months, or even years old. However, typically, Google will show more recent content in the Discover feed. Well, that may have changed with the new Google follow feature.

Glenn Gabe, who is a very active Google Discover user, noticed that since the Follow feature rolled out, he has been seeing content that is weeks and months old way more often than before the follow feature rolled out. Glenn wrote on X that “this could also be playing a role. i.e. Google isn’t providing as much recent content, but instead, focusing on providing targeted content based on the topics you are following.”

It makes sense that if you follow a specific topic and if Google Discover only shows the most authoritative types of content, it might be hard for Google to find new content on that topic. So it does make sense that Google may show older content more often for that specific topic you follow.

Here are screenshots Glenn shared:

Google Discover Old Stories Follow