paul thomas was asked by b2b marketing to explain how lead forensics can enhance the power of your...
DESCRIPTION
TRANSCRIPT
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
[email protected] www.leadforensics.com
Twitter: @leadforensics