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Richard McCartney

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Co-Founder, WebleadsB2B

186 points

I'm co-founder of WebleadsB2B - we enable organizations to find the companies that fit their target market. We specialize in helping customers develop fast and effective web lead generation strategies and campaigns in business to business (B2B).

We particularly attract ...

I'm co-founder of WebleadsB2B - we enable organizations to find the companies that fit their target market. We specialize in helping customers develop fast and effective web lead generation strategies and campaigns in business to business (B2B).

We particularly attract European and US organizations wishing to expand sales in the European market.

I have some 18 years experience in Online Marketing, and have previously worked for companies such as Compuware, Novell and Tridion.

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WEB: WebleadsB2B

March 21, 2012

Richard McCartney and 9 other people answered this question

Can SEO lower my conversion rate?

I think Johnathan summed it up nicely. So ..
- SEO can lower my conversion rate (since there will be more people coming to my website )
- SEO can increase my conversion numbers (since there will be more people coming to my website ). ... more

Conversion Rate

Search Engine Optimization

Search Marketing

March 21, 2012

Richard McCartney answered this question

How has Google's Social Search changed SEO?

I've just been reading an article exactly on this at:http://thenextweb.com/google/2012/01/13/what-does-googles-social-search-mean-for-seo-we-ask-the-experts/
It includes the views from SEO experts. The implications is that it will effect all Google search users. For example, the article comments that there might be some backlash since some users might not necessarily ... more

Search Engine Optimization

March 19, 2012

Richard McCartney recommends this answer by Howie Levy

Where can I find a summary of European anti-spam laws?

Howard - Email Marketing Reports is a pretty good resource that I use for some of my email questions. They have a section on which European Union directives and activities impact on email marketing practices in Europe. Take a look at: http://www.email-marketing-reports.com/canspam/eu/
-- Howie more

Email Marketing

Lead Generation

Feb. 13, 2012

Richard McCartney recommends this answer by astrid graf

What are benchmark conversion rates from click-to-form fill for a b2b companies?

This is an interesting one, and the answer depends on a number of factors such as the vertical market you are in.
Now, if you believe that conversion rates from click-to-form fill for a b2b companies are the same whether the visitor came to your ... more

B2B Product Marketing

Feb. 13, 2012

Richard McCartney and 3 other people answered this question at this roundtable

How to Sell B2B Products and Services via Paid Search [2/9 @ 11 am]

What other major PPC sites are worth testing? (Besides Google and Bing)

I'd be interested to learn who else is running PPC adverts in LinkedIn. We have started doing this for a client so would like to know how our benchmark results compare to others.
If interested in comparing results, drop me a line. Thanks - Richard more

B2B Product Marketing

Feb. 12, 2012

Richard McCartney and 22 other people answered this question

What is the most powerful technique in SEO?

Content is indeed important, but don't forget to optimise the page with keywords so the search engines can find your content. What is the use of content if it can't be be found by anyone? My number 1 technique is leveraging inbound links. So its ... more

Digital Marketing

Online Marketing

Search Engine Optimization (SEO)

Feb. 11, 2012

Richard McCartney and 4 other people answered this question at this roundtable

How to Sell B2B Products and Services via Paid Search [2/9 @ 11 am]

What are the best ways to identify keywords with low competition and by extension low CPC rates?

Scott - I use the following approaches:
- use Google Adwords tool
- start monitoring the results each week with the reports Google Adwords can generate for you. This will tell you which keywords are returning the best CPC rates. You have to experiment a ... more

B2B Product Marketing

Feb. 9, 2012

Richard McCartney and 18 other people answered this question at this roundtable

Top Technology Marketers to Watch in 2012 [1/31 @ 1 pm]

Does the B2B distinction matter any more?

I just wanted to send my apologies - for some reason (other than my battery ran out as I was writing this post) my entry seems to have been entered several times. Sorry. more

July 4, 2011

Richard McCartney is now following Steve Gershik

May 2, 2011

Richard McCartney and 41 other people answered this question

Assuming a blog is important to your business, how often do you write articles & post them?

At the risk of being controversial, I can't say I find value in visiting blog sites which have entries every day, or so frequently that the substance in each blog looks rather thin.
I agree this depends in which niche market you play in, but in ... more

March 6, 2011

Richard McCartney and 4 other people answered this question

If your company has not adopted marketing automation yet what are the reasons why?

Carlos - interesting question. We find three interesting scenarios among the marketing managers we speak to about this.
1) There is still quite a large group out there who still do not know what marketing automation is, or just don’t seem to bothered to try it ... more

Feb. 17, 2011

Richard McCartney is now following

Feb. 17, 2011

Richard McCartney is now following

Feb. 15, 2011

Richard McCartney and 4 other people answered this question

How do you qualify leads at trade shows?

Carlos is spot on again. We use PROFILING and LEAD SCORING. They are often very much connected, but the first focuses on WHO they are and if they fit our target market. The following is an example:
MATCHING THE TARGET PROFILE:
- Meets profile of organization we ... more

Trade Show Displays

Trade Show Marketing

Feb. 9, 2011

Richard McCartney and 16 other people answered this question

Is Marketing Automation "Floundering"?

Doug,
Your comment on Europe lagging behind the US is interesting, and raises the point that Marketing Automation(MA) has its own peculiar challenges by region.
We are Europe based and agree that MA is on the up-take here too, but some Marketing Automation features/practices have restrictions when ... more

Feb. 5, 2011

Richard McCartney recommends this answer by Dan McDade

Will marketing automation help align sales & marketing?

I think Carlos said it best when he said "whatever is already present in the organization [marketing automation] will automate". To Richard's question, I feel there are three outcomes from using marketing automation: 1. It is a faster, less expensive way of getting more, less ... more

Feb. 5, 2011

Richard McCartney answered this question

What kind of conversion rate should companies expect to get from their marketing automation efforts?

Lauren - I see you are from FOCUS.com, so this is probably more about stirring up conversations on this subject than needing the information yourself (sorry, if I am wrong).
The first thing to establish is what you mean by a "conversion". Do you mean emails ... more

Conversion Rates

Marketing Automation

Nov. 30, 2010

Richard McCartney and 15 other people answered this question

Any recommendations for good marketing automation consultants?

Jep Castelein is a good marketing automation consultant. He writes frequently about this market and is someone I would recommend. More about him at http://www.leadsloth.com/about-leadsloth/ more

Marketing Auotmation Consultants

Marketing Automation

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