B2B PPC: Exploding B2B Conversion Rates with Hypertargeting and LinkedIn
Rod Richmond | @rodppc Director | Clean Digital
Targeting a person within a company, not a
company
1 good sale, not ‘000s of small
sales
Need to effectively hypertarget, engage and then nurture these B2B
prospects
I want to reach…
Head of Digital Aviato
VP of Online Reynholm Industries
Head of AccountsKings Landing Inc.
Probably not going to reach them with
Without showing to…
Lost B2C Customer
Student
Recruiter
List 1: Whitepaper Downloads
List 2: Previous Promo Interest
List 3: SAAS offering, 1 year on
Tailored Audiences
Stand Out With Twitter GIF creative
Get creative with “Lead Ad” Formats
Name, E-mail and @handle
Pull through data to your CRM
> Data Settings> Custom Hidden Data
Values
B2B Enquiries are Urgent and Complex
“B2B buyers require human sales
interaction during every stage of the buyer’s journey”
http://www.earnest-agency.com/ideas-and-insight/earnest-in-motion/vital-statistics-for-b2b-
marketers-two/
User Form Fill
Lead = Sale
Imagined…
Reality
User
Lead Form
Live Chat
Phone Calls
CRM
Sale
Newsletter
Lead Forms Aren’t Great for B2B
Removing forms can actually boost
conversion rates on a landing page
http://unbounce.com/lead-generation/b2b-manifesto/
Be Personal With Call Tracking
Live Chat Stats
https://blog.zopim.com/2014/11/13/infographic-theres-
a-chat-for-that/
Push Live Chat In Adcopy
Track Live Chat in Analytics
Nurture and Attribute
How to nurture these prospects…
Head of Digital Aviato
VP of Online Reynholm Industries
Head of AccountsKings Landing Inc.
We’re not just lead generation…
We’re the first stage in lead nurturing…
Sales Department are Your Best
Friends
Conversion Imports
Advanced CRM Integration
1. Pull through gclid into CRM
Advanced CRM Integration
2. Find out average lead time (14 days) from lead > sale
Advanced CRM Integration
3. Every week, offline conversion import to AdWords
Advanced CRM Integration
4. Optimise AdWords based on SALE not LEAD data
Assign Values
Phone Call$100
Live Chat$75
Lead Form$50
Hypertarget +
Engage+
Nurture and Attribute
“LinkedIn generates more leads for B2B
companies than Facebook, Twitter or
blogs individually. Yet only 47% of B2B
marketers say they are actively using
LinkedIn vs. 90% on Facebook”