For Interactive Marketing Professionals

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	September 29, 2008 Case Study: Epicor Software Uses Personas To Boost B2B Search Marketing Results by Shar VanBoskirk with Laura Ramos	Average: 7  (2 ratings)

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Executive Summary

During the past two years, Epicor Software built a paid search marketing program that today provides a good model for B2B marketers initiating search marketing or those looking to better use search to drive leads. By targeting specific audiences with paid search and integrating it with its overall lead development activity, Epicor Software dropped its cost-per-lead from search engines by 500% and made paid placement one of its most prolific sources of qualified leads.

This is an excerpt

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