AMA: Pipeline360 Vice President of Marketing, Matt Hummel on Digital Marketing Strategy

A company should focus on SEM strategy if inbound has proven to be a meaningful channel to generate high quality leads. If setup and managed correctly, SEM programs can deliver highly qualified potential buyers. In addition, though Google's algorithm is constantly changing, SEO efforts have seen positive impact when supported with SEM programs. Another primary use case is when you are in the process of building out and implementing your SEO strategy. Unlike SEM, where you can see immediate resul ...Read More

This answer depends on the setup of the new site. If it a site is more of a redesign (vs. a rebuild), then typically URLs are maintained. However, when a site is rebuilt, often times it involves new content or the way in which the content is organized (the navigation / site architecture). In this case, it's likely the site will have different URLs. If that's the case, a simple 301 redirect is all that's needed to create the redirect from the old page URL to the new page URL. That way if someone ...Read More

Most often SMB sales cycles are both shorter and involve fewer people. So you'd typically want to target them in ways that focus on moving them quickly. Very similarly to ENT organizations, they still require the typical stages - they need to know they have a problem (or opportunity), they need to be aware there are solutions to help them, that you have a solution and/or that your company exists in this space (importance of brand), that your solution is the best, and that they have what they nee ...Read More

I've used a number of different tactics to progress early opps that aren't progressing. From a Marketing perspective, there are usually two overarching goals you can help with in this case - one is just creating continued awareness of your brand (be front and center / top of mind) and another is getting a meeting setup. Typically to drive awareness in these cases you'd leverage display advertising. If you have a way to do that at an account level even better - and if you can personalize it that' ...Read More