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

How do we do it?

Hypertarget

Customer Match

List 1: Whitepaper Downloads

List 2: Previous Promo Interest

List 3: SAAS offering, 1 year on

Tailored Audiences

Follower Lists

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

Custom Audiences

Lead Ads

Engage

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

IP Tracking

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”