Description
PDF Slides + video 30 minutes (114Mb)
In this video Alberto Narenti (TSW Strategies) shows a case story of multinational AdWords campaigns linked to the promotion of a complex industrial product intended for manufacturing companies.
In particular, he highlights the characteristics of the target for business to business international trade (how, where and when the purchase decision-makers make their choices) and how to refine the targeting and increase conversions through specific AdWords landing pages.
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Alberto Narenti
Technical training and a degree in Marketing at the University Ca ‘Foscari of Venice, for long time have been specializing in AdWords (he is a Certified Google Partner), which he believes to be one of the most profitable forms of advertising ever. Totally affected by analytics (and what can tell us), he strongly believes that this should be the starting point for any serious marketing decision in a company. His current interests range now from all forms of online advertising to strategic planning of campaigns.
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Gianp –
I really enjoyed Alberto’s case story (despite a proliferation of slides 😉 because business to business target tends to be neglected in consideration and it is often much more harder to achieve than business to consumer one.
The case also contains a series of recommendations on corporate decision makers targeting drawn from international studies and has been highly appreciated by the participants.
I definitely recommend to advertisers of all levels of experience working with BtoB campaigns.