paul thomas was asked by b2b marketing to explain how lead forensics can enhance the power of your...

Enhancing the power of pay-per-clickPaul Thomas Managing Director, Lead Forensics

Setting the Scene49% of B2B companies are increasing investment in PPC

Setting the SceneBut a massive 57% of B2B marketers only find it somewhat effective

PPC Challengesn Increasing competition

PPC Challengesn Increasing competition

n Visitors can often be researchers not buyers

PPC Challengesn Increasing competition

n Visitors can often be researchers not buyers

n Data capture is key to PPC lead generation

PPC Challengesn Increasing competition

n Visitors can often be researchers not buyers

n Data capture is key to PPC lead generation

VOTEWhat is your current conversion from click to data capture (lead or enquiry?)

A. 0-5% B. 5-10% C. 10%+ D. Don’t know

PPC Challengesn B2B marketers need qualified leads, not traffic

PPC Challengesn B2B marketers need qualified leads, not traffic

n The majority of B2B solutions and products are complex

PPC Challengesn B2B marketers need qualified leads, not traffic

n The majority of B2B solutions and products are complex

n Multiple decision makers and longer buying cycles

PPC Challengesn B2B marketers need qualified leads, not traffic

n The majority of B2B solutions and products are complex

n Multiple decision makers and longer buying cycles

n Understanding why prospects don’t enquire

What tactics are B2B organisations using to make PPC more effective?

A/B testing copy

% Respondents

Source: 2011 B2B Marketing Benchmark Report, Marketing Sherpa

Created targeted ad groups

A/B testing landing page content

Refining bidding strategy

Content and affiliate advertising

Geo-targeting

Ad scheduling

Improve landing page load time

57%

53%

42%

41%

41%

40%

37%

25%

What tactics are B2B organisations using to make PPC more effective? But once you have driven qualified traffic to the site, how best can you maximise conversion to lead and ROI?

This is the true measure of effectiveness

Traffic

Conversion

Increased Conversion

Maximise Conversion to Goal

The Scenarion 3-7% of PPC visitors

convert to a lead

n Whitepaper download, brochure request, newsletter subscriber etc

Research shows that 45% are either:

n Suppliers

n Existing customers

n Competitors

The Scenario

The ScenarioRemaining 50% are prospects but didn’t enquire:

n Click through and don’t like the site

n Click through and can’t find what they want

n Click through and like it

Maximise Conversion to GoalTraffic

Increased Conversion

Non enquirer’s Non enquirer’s

Conversion

The AnswerThe answer lies in identifying WHO are the non-enquirers on your siteSqueeze more out from what you’ve already paid for

Case Study 1 THE CLIENTUK’s No.1 lead generation specialist in office equipment supplies, connecting buyers with qualified and trusted suppliers in the B2B space generating sales leads for companies across industry.

Case Study 1 THE CHALLENGEn As a B2B lead generation specialist, PPC is one of the single biggest marketing

channels used to generate leads

n The office products market has become increasingly competitive and as a result saw increased cost per click

n Maximising conversion to lead is paramount

n Standard analytics provide reams of information on visitor behaviour enabling PPC campaign refinement

n The current analytics provided everything, but the WHO

Case Study 1 THE SOLUTIONn The client invested in next generation analytics software

n Provided insight of which individual businesses were visiting the website

n The information provided contact information, page views and search terms of non-enquirers

n The client was able to make telephone contact with businesses who had visited the site but not enquired

n The follow-up approach leveraged the insight as to what products the individual business was viewing. This enabled additional opportunity to generate qualified leads from the PPC activity that would normally be missed

Case Study 1 THE RESULTSn 150% ROI from monthly PPC budget within 5 days

n 39% uplift in clients’ revenue in Month 1, directly attributed to the analytics software

n 960% return on the analytics software investment

Case Study 2 THE CLIENTAn international commercial facilities company employing over 60,000 staff worldwide. Services delivered include catering, cleaning, security, pest control and washroom services.

Case Study 2 THE CHALLENGEn An existing Lead Forensics client in the UK using the software to indentify existing

customer and prospect visitors to their website from PPC and other marketing activity

n The client wanted to increase lead generation penetration in the AsiaPac market from their International website where only the PPC channel was being used

n There was a requirement for insight on WHO was visiting the International site and provide additional new business leads for the AsiaPac team to convert

Case Study 2 THE SOLUTIONn Advanced analytics software was added to the International site, specifically tasked

to identify WHO was visiting the AsiaPac area of the site

n The software provided business names and contact information, page views and search terms of all visitors

n This information was directly fed into the client’s global CRM system, matched against a third-party database and allocated to a business development executive for telemarketing follow-up

n Based on the insight provided, the business development teams were able to identify the services the prospect had viewed but not enquired

Case Study 2 THE RESULTSn Following a PPC visit (and non-enquiry) from a leading Bangkok hotel, the analytics

tool triggered a notification to the AsiaPac team who immediately followed up after identifying the decision maker

n The client subsequently won a £600k contract (THB 30m)

n ROI on investment in PPC has increased by over 35% and is increasing month on month

n ROI on the Lead Forensics analytics tool was over 1:100

ROUNDUP

Traffic

Increased Conversion

Non enquirer’s Non enquirer’s

Conversion

Questions & AnswersTalk to us to arrange a demonstration: Paul Thomas Managing Director

Lead Forensics 0203 131 0154

thomasp@leadforensics.com www.leadforensics.com

Twitter: @leadforensics