Business Marketing Association Minnesota Chapter

Multi-channel strategy, SEO, PPC, Social Media, and lead generation are all part of the ever changing landscape for B2B marketers.

BMA-Minnesota's February event focused on what’s new in Search and Social with specific case studies from 3M and  Stratasys, a leader in 3D printing systems.  Both companies utilize a variety of marketing channels. 

Craig Berdie, 3M

Craig Berdie is globally responsible for organic search marketing across all six 3M businesses and B2B paid search engine marketing in the U.S.  He works with marketers, IT staff and SEO specialists across the globe to improve 3M's search performance.  His position requires a deep understanding of buyers’ goals and profiles, conversion pathing, metrics, multiple vertical markets, and complex distribution channels in addition to a thorough knowledge of technical SEO. 

Berdie serves as a search evangelist across the corporation conducting workshops & training sessions for marketers and search professionals in addition to emphasizing the importance of search at executive levels.   

Prior to his position at 3M, Berdie spent over 10 years consulting with a variety of business on search optimization.  His work included site analysis and keyword research for hundreds of business sites, on-page SEO, and running paid SEM campaigns. His broad industry experience includes computers and software, medical devices, professional services, and diverse manufacturers. He has done SEO training and consulting with women-owned businesses throughout the Middle East and small business in Northern Ireland as part of a Department of Commerce program. 

Nina Hale, Nina Hale Inc.

With over 20 years experience in marketing, Hale has spent the past 12 dedicated to eMarketing and specifically Search Engine Marketing. She holds an MBA from The Carlson School of Management in Marketing and Customer Service Operations, and a BA from Brown University in American Cultural Studies. Hale is individually certified in Advanced Search and in Reporting in Google AdWords, and has been certified in Google Analytics (GAIQ). 

Passionate about search and analytics-driven performance media, Hale opened her agency in 2005 as a solo consultancy which soon grew. In the late ’80′s, Hale specialized in traditional and new media when she started her career in computer animation production and radio advertising, then shifted to eComm and online media in the late 90′s. Hale holds a strong background in eComm merchandising, email marketing, and interactive strategy.

Proud of her geeky past, Hale boasts that she spent much of 1984 in her parent’s basement chatting on prototype social networks via a coupler modem. In addition to managing her search engine marketing agency, she recently served on the board of the Minnesota Planetarium Society. 

Heather Hayes, Stratasys

As Interactive Marketing Supervisor for Stratasys, Heather Hayes is responsible for the company’s corporate and product web site strategies. She also manages and monitors the performance of the company's SEO, PPC and social media. Under Hayes’s direction, organic web site traffic has increased 30% and PPC conversions 58%. She specializes in merging traditional marketing with online marketing to increase customer interactions with the brands and ultimately conversions.  Prior to her work at Stratasys, Hayes worked at Silicon Valley Bank and Evolved Systems. She has been optimizing web sites since 2004.

BMAMinnesota  Great event this morning. Thank you to all of you who attended.#bmamn

Orange_PR Are you a B2B Marketer? Like #BMAMN on facebook:on.fb.me/y6rWML

BMAMinnesota @markcapaldini Thanks for attending. Hope to see you at another event. #bmamn

BMAMinnesota Match engagement points with your content @ninahale #bmamn

markcapaldini Excellent program on B2B search engine optimization (SEO)#BMAMN. See the website for future programs.

apearson Example: Craig Berdie of 3M notes they can't see the 30 percent of searches from users logged into Google #bmamn

BMAMinnesota  3M @cberdie looking to develop generalized SEO knowledge across marketers across the company (divisions and regions) #bmamn

EricScheel #bmamn personal search means your companies search ranking is much less relevant

apearson Personalized search making search better but conversely harder to measure #bmamn

BMAMinnesota How do you manage international SEO locally in terms of mobile? At 3M pilot program with local teams #bmamn

BMAMinnesota Q: Mobile search and B2B growth? A: Not taking off at 3M or Stratsys. Mostly b2c you'll see more conversion. Medical is exception #bmamn

BMAMinnesota If you are a local business, geotargeting is essential for results@ninahale #bmamn

BMAMinnesota Search is a big topic at #bmamn today. The hashtag is now trending in Minneapolis....

Pat_Hirigoyen 3M: requires that all published material - online or print - must be based on keyword research #BMAMN

BMAMinnesota Q: How do you get engineers to write content? A: @HeatherMHayeswe develop themes and ask for ideas; we help them write them.#bmamn

BMAMinnesota More than 100 attendees at #bmamn event. Standing room only. Great group and great speakers @cberdie @ninahale@HeatherMHayes

BMAMinnesota Pilot program at 3M requires commitment from the specific business to develop content and change pages... major changes#bmamn @cberdie

Pat_Hirigoyen 3M: all published print and online material must include keyword research #BMAMN

BMAMinnesota 3M has a SEO Council Center of Excellence. Moving from best practice sharing to more of a governance body. #bmamn @cberdie

Pat_Hirigoyen SEO trend: growing influence of social media in health care (3M)#BMAMN

BMAMinnesota SEO Trends - Mobile has huge variations in use across industries. Not a "hockey stick" in most B2B #bmamn @cberdie

NancyGregson @BMAMinnesota: What's new in search? It's not one and done. You need to keep pushing your brand- Craig Berdie #bmamn"

BMAMinnesota Websites can't be "one and done;" it can never be done evolving and growing with content #bmamn @cberdie

BMAMinnesota  Another challenge at 3M is balancing SEO with introduction of 35%/year new products @cberdie #bmamn

Pat_Hirigoyen SEO: now a legitimate strategy (3M) - getting C level support for emphasis on data and measurement #BMAMN

nick_wassenberg 3M: Effective search b2b marketing means understanding context, content, and measure measure measure. #bmamn

DaveBrull  RT @BMAMinnesota: PR is a wonderful way to extend and build content and build relationships. @ninahale #bmamn

BMAMinnesota  3M has websites in 97 countries. The challenge is to leverage seo across the regions @cberdie #bmamn

apearson  At #bmamn talking search marketing - huge crowd this morning

DaveBrull  So true RT @BMAMinnesota: Keep End result in mind so that you are able to measure at all time #bmamn

Pat_Hirigoyen  3 key things with search: the context, content to drive social media, and measurement #BMAMN

BMAMinnesota What's new in search? Context, Content and Measurement - Craig Berdie #bmamn

psanders67  Great presentation on search! @Stratasys #bmamn

BMAMinnesota to get engineers to be social is very difficult :-) Heather Hayes#bmamn

Pat_Hirigoyen After keywords: create 12-month content calendar - and must be MEASURED with CMS system #BMAMN

BMAMinnesota Keep End result in mind so that you are able to measure at all time#bmamn

nick_wassenberg  Stratasys: had to first measure real leads via search to plan content calendar. Then share w reseller network. #bmamn

Pat_Hirigoyen SEO: requires long term (e.g., 2 year) commitment, but big payoff#BMAMN

BMAMinnesota You are either all in or all out with SEO. It is like a marriage... you have to be committed. #BMAMN

EricScheel  #bmamn your companies natural google search rank is impacted by google+ you need to get your company on google+

BMAMinnesota If you do paid search right it makes you money.... it is most expensive short term and long term #bmamn

BMAMinnesota Search creates a bridge at each stage of the funnel. #bmamn

BMAMinnesota PR is a wonderful way to extend and build content and build relationships. @ninahale #bmamn

BMAMinnesota Keyword research is critical to understand your customer's needs at a given time #bmamn @ninahale

Celarity  Packed crowd at #bmamn this morning. Looking forward to great content pic.twitter.com/BxwlavIB

BMAMinnesota Search and Social are becoming + one - @ninahale #bmamn

BMAMinnesota Thanks for attending and tweeting today's #bmamn event@NancyGregson @nick_wassenberg @Pat_Hirigoyen @ericscheel@psanders67

Pat_Hirigoyen  Social crucial for SEO results - creates bridges to your web site#BMAMN

BMAMinnesota @ninahale "Search is Omni-Channel" - Search Engines, Websites and Social Media. #bmamn

BMAMinnesota It is okay to have organic and paid search next to either... you should own your brand name though - @ninahale #bmamn

BMAMinnesota  You'll typically find the highest cost per clink with Google adwords but it is lower on the funnel - @ninahale #bmamn

BMAMinnesota Search is more than the search engines - @ninahale #bmamn

Pat_Hirigoyen Search: across channels - search engines, web sites and social media #BMAMN

nick_wassenberg  At #bmamn event on search marketing in business-to-business