B2B Marketing Zone Martin Laetsch, Author at Act-On Marketing Blog

More by Martin Laetsch

Martin Laetsch is the Director of Online Marketing at Act- On Software. Act-On is the world's fastest growing marketing automation company; its cloud-based marketing automation platform is the foundation of successful marketing campaigns everywhere – from small, simple and direct, to complex globally implemented programs. Martin is a marketing strategy leader with more than 15 years of experience with prominent companies guiding product management and marketing. While at Intel, Martin defined, built, and managed the world’s first enterprise-class search marketing program that became a standard for managing digital marketing programs for many of the Fortune 500 companies including Dell, IBM, HP, and P&G.

3 Strategies to Drive Search Engine Marketing Success

For B2B marketers, search optimization is a critical aspect of reaching potential customers and creating relationships with them. Whether you’ve got a globally recognized brand or you’re starting a new business, search marketing should be a top priority. Why? Let’s

Using Google Drive to Collaborate

Do you and your team collaborate on documents and spreadsheets? Are you constantly sending emails back and forth with Microsoft Office documents attached? That can be a clunky process, especially when it comes to collaboration. It’s easy to lose track

Critical Rules for SEO Success in 2015

Search and email remain the two most important marketing activities of the digital age. When we want to buy something, the first thing most of us do first is turn to our favorite search engines. A study by Outbrain shows that

8 Ways to Get More Value from Your Next Trade Show

Trade shows can be valuable investments that get your brand in front of hundreds – and sometimes thousands – of prospects. In fact, according to the Content Marketing Institute, 76% of best-in-class B2B marketers rate in-person events as one of

Understanding Cookies Part 2: A Guide for Marketers

Digital marketers are also online consumers, and most of us understand how cookies work. (Or at least, we know that they work, without worrying too much about the how.) And yet, we too can sometimes be taken by surprise at

Understanding Cookies, Part 1: A Guide for Consumers

Everywhere we browse, every time we buy online, cookies are there, waiting for us. And while that situation sounds delicious (and somewhat sinister) in theory, most of us know that browser cookies just a fact of everyday life in the

Email Etiquette: Don’t Sabotage Your Career

Email is so common, and such a pedestrian workhorse, that it’s easy to take it for granted. But in a business setting, it’s a fine opportunity for you to win (or lose) people’s esteem, and it can have a very

5 Tips for Maximizing Your Marketing with Google AdWords

The answer to your question is “probably yes … and definitely probably.” The question: “Should my company use Google AdWords?” As the interweb’s dominant pay-per-click platform, AdWords is Google’s pretty baby: It’s self-absorbed, incredibly time-consuming, demands constant attention, and costs

Google Authorship 101

Because virtually all consumers do some amount of online research before making a purchase or visiting a store, and because the search engine of choice is Google most of the time, it’s simply crucial for marketers to understand ways to

SEO 101 Part 3: Keyword Savvy

Here’s a quick keyword refresher: A keyword is the word (or phrase) you want searchers to find your page for. (About that phrase; it can be a twelve-word phrase and still be referred to as a singular “keyword”.) The keyword

SEO 101 Part 2: Writing great content for your website

The first step in writing content for the web that’s SEO-friendly is learning who your audience is. You aren’t writing web content just for the exercise, and you certainly aren’t writing just to make the search engines happy. You should