Think about some of the most successful brands in history, and you’ll find a common thread: each of them has developed a specific identity and story to make a connection to its buyers.

Forbes magazine recently reported that the marketing automation software industry could reach $7.63 billion by 2025 and grow at a CAGR of 13.3%, according to a study by Grandview Research.

The beauty of paid search as a component of the digital ad campaign is that it helps put a brand’s message in front of the right audiences at the right times. And achieving that sense of clarity in terms of reaching the right audience is especially valuable for B2B organizations that want to test different messages with their audiences to see how they perform.

Research from Dun & Bradstreet and Forrester indicates that only about 50% of the marketing decisions made by B2B organizations are based on some sort of quantitative analysis, versus their gut-based intuition.

The challenge for most B2B organizations when it comes to paid media is refusing to settle for status quo.

It would be easy to mimic what competitors are doing in the paid media space, or to repeat an existing paid media plan because it’s ready to go and has always been done that way. Or to ignore paid media entirely, thinking it’s not necessary.

What’s optimal in search engine optimization is something that changes by the day. It changes rapidly in response to things like trending topics, relevant happenings, Google algorithm updates and new terminology in the industry. Because of all this constant change, optimizing a website has become an ongoing, continuously evolving process.