Patricia Hursh, President & Founder, SmartSearch Marketing
10 Tips for b2b
1. reach prospects early in the buying cycle
2. advertise in “the tail”
3. include non banded keywords
4. pre qualify clickers
5. focus and align ad copy
6. creave very specific landing pages and microsites
7. test pages continuously
8. offer multiple action options
9. simplify registration forms
10. turn web inquiries into sales leads
Buying Cycle
- shows forester chart
Advertis in the ail
- example is software: the tail would go to software…. enterprise software… erp enterprise software and so on
- conversions happen in the tail (shows a chart) 3-4 word phrases was the winner
Non Branded Terms
Use adcopy to prequal clickers
- address your specific target audience
- pre qual clickers
Align ad copy with search query
- align ad copy with search query
- modify copy across buying cycle
laptop computer -> laptop information -> laptop user reviews -> ibm laptop models -> ibm thinkpad t61
- for this example, change each ad - DONT use the same ad *she shows some examples*
Microsite
- typically between 3-10 pages
- focused on a solution or client type
- it eliminates the political stuff that comes with changing a coprorate website
Test page elements - landingpage testing
- they run a/b or multivariate constantly on microsites
- Items to test
- page layout
- action triggers
- images
- registration form placement
- names and descriptions of downloadable assets
- registration form fields
track & improve results
- shows a chart of 60 days
Secondary actions
- allow for more than just one action
Registration forms
- showed some examples of good and bad registration forms
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Barbara C. Coll, CEO, WebMama.com Inc.
How to deal with an enterprise salesforce:
A -B - C
- ratings for leads
- how full is the pipeline, and whats the % close rate
Priority order of trust
- free trial
- demo
Sales reps go into the CRM and cherry pick.
Search needs to drive potential customers thruogh high priority, high trust lead generation channels
- How?
- optimize for more than home page and product category pages
- point paid search clicks at aggressive lead generation pages
- and….
Make Search an A lead
- force it into the A lead bucket if it is a high converting paid search word
- ignore other rules for bucketing
- cant treat all search traffic the same
- educate the reps by showing them the paid search numbers
- check to see what the reps are following up on when search leads come in
Review sales success meaures
- close rate
- time to close
- average selling price
- quarterly quota
Feedback look into search buys and site optimization
Challenge
- low end priced products
- high end enterprise products
- who gets more of the attention?
- upsell
- final revenue numbers
- company goals
- quality of store experience
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Adam S. Goldberg, Chief Innovation Officer, Clearsaleing
Wrong metrics = wrong decsisions
*shows example* and says that CPL isnt what marketers should use
*shows chart with profit, sale price, product name, leads/sale, CPA and CPL*
You need to watch profit, not CPL.
*shows a slide of the Advertising Ecosystem*
Purchase path - watch the buying cycle. Being able to see this will help you see the full cycle and what keywords help.
Life Time Value - what is the real value of a conversion? You need to connect the dots from orders to ads/keywords to help you know what really is
the most profitable for the company.
Phone Call Tracking
The Last Click Fallacy
- Problem recongiition -> information search -> evaluation of alternatives -> purchase decisions -> purchase
*shows 3 slides of the Purchase path attribution) - dont give all the credit to one ad/search, decide how far to go back.
We need to take the Wisdom of the Crowds line of thinking (its a book)
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