November Luncheon Meeting

Converting Web Site Browsers to Buyers
Panel:
Matt Ackley, Vice President, Internet Marketing, eBay Inc.
Dean DeBiase, Chairman & CEO, Fathom Online
Jack Jia, CEO, Baynote, Inc.
Moderator: Anne Holland, President, MarketingSherpa, Inc.

It’s a fact—80% of customers who shop online find new products and services through search engines. Question: how can B2B marketers get the attention of that browsing audience? Answer: by gaining an understanding of SEO (search engine optimization) and SEM (search engine marketing)—two proven methods of not only drawing customers to a web site, but converting them from browsers to buyers once they get there.

At the NorCal BMA November Luncheon, a panel of eMarketing thought-leaders from eBay (the largest buyer of online ads in the world), Bruce Clay, Baynote and MarketingSherpa, discussed the range of options available to marketers—and show how to use analytics, SEO, SEM and behavioral targeting to discern buyer intent and adapt the site experience to turn those browsers into buyers. Panelists shared customer anecdotes, showed you what works and what doesn’t and provided some surprising findings that you can integrate into your emarketing strategies.

• The Audio Podcast of the Panel Discussion
• Video Podcast

Bite-size Tracks	VIDEO
1. Introduction; How much B2B business does eBay Do? (2:41)
2. What is Baynote doing for B2B clients? (1:12)
3. Fathom Online's B2B business (2:28)
4. How many of you (audience) are selling online; how does eBay's brand influence B2B buying? (3:08)
5. What kind of content is Baynote advising its customers develop for their sites? (2:09)
6. Marketing Sherpa Research: The #1 and #2 things ecommerce sites change on their site to create the biggest impact (4:15)
7. Dean, what is your advice for clients for the incoming
8. Should you do paid advertising for a term where you're already getting a top 3 natural result listing? (3:56)
9. Why eBay buys the word "eBay"; the role of data inside eBay (6:03)
10. Baynote and the Invisible Crowd (4:59)
11. Were there any tests Fathom performed where it failed; Fathom's advice for the optimal site experience (2:55)
12. Anne's advice for maximium impact for whitepaper syndication (4:35)
13. What is the intersection of Search and PR; How eBay optimizes press releases to be picked up by search engines (3:04)
14. Is Fathom testing multiple press releases to see what works best for your clients? (2:04)
15. An explanation of the Google One Box by Anne and Matt (4:29)
16. How can a website encourage word-of-mouth? (3:36)
17. What would make this panel forward a newsletter to a colleague? (3:47)
AUDIENCE Q&A
18. What is the definition of a short whitepaper? (0:49)
19. Why do you find "eBay" in all these weird places? (2:45)
20. How do you optimize a press release? (0:10)
21. How do you make a search engine-friendly site that is also user-friendly? (2:43)
22. Does it make sense to put out one press release or many? (2:29)
23. How does eBay get buyers for big ticket items? (2:12)