So I was reading with some interest the 2012 B2B Marketing Benchmark Report from Marketing Sherpa because I always like to see B2B marketers’ top challenges in their businesses, which not surprisingly, is generating quality leads. 78% of their biggest challenge is generating quality leads. Second on the list is generating a high volume of leads; 49%. In general, their biggest priority is, of course, lead generation, and then converting quality leads into customers.
And then marketing firm WebMarketing123 put out a report, the 2011 State of Digital Marketing from a survey of just 500 marketers, of which two-thirds were B2B. The number one priority of B2B marketers? Generate Leads: 46%.
Of course, many times the numbers just don’t make sense, or perhaps it’s how the questions are asked. From the same WebMarketing123 survey:
How do you measure the success of your digital marketing program: #1- website traffic, #2 lead generation, and #3 click-through-rate! Bet if you ask top management the same question, you’ll get answers like ROI, Sales, and Profit metrics. Of course!
What makes the biggest impact on your lead generation goals? 57% say SEO. 25% Pay-per-click, and, 18% social media. This again is where numbers can be made to jade the picture. Are these B2B companies e-commerce or online catalogs, where a lead can be classified as a “request-a-quote” or are they complex products, meaning that multiple touch points via media and content have to occur before the prospect becomes a lead? If you’re a complex product, you’re going to get much of your leads from landing pages, and that’s pay-per-click or other media tactics that attract audiences to sign-up or download. I do wonder what mix is the audience in the survey, catalog vs. complex? Now I’m a big believer in SEO, as you should be, but how you answer all depends on the type of firm you are.
Same survey; companies 200-1000 employees. How do you currently allocate your digital marketing? 45% to pay-per-click. 24% to SEO. So the larger companies must know something. Pay-per-click is the fastest digital method to generate leads. SEO generates leads over the long-haul, and good-quality leads, but SEO does take time, and depending on level of competition, you can’t make Google’s first page on everything you sell. That’s where paid search enters the picture, and that’s why I wrote a new ebook, A Strategic Guide to Lead Generation Using Pay-Per-Click Search Marketing with Google Adwords.
This is the only eBook of its kind that attempts to focus on the strategies and process to manage paid search for B2B firms with complex products, or those firms whose prospects need multiple touches and lead nurturing throughout the funnel in order to become a valid sales opportunity. Other PPC books focus more on ecommerce firms but not lead generation. This ebook discusses purely lead generation, and the best methods to manage enterprise and large scale campaigns. Among the contents:
- Developing a search strategy via the buying funnel
- Utilizing Salesforce, marketing automation, and dashboards to measure cost-per-opportunities and ROI
- Keyword Strategy
- Bidding Strategy
- Quality Score Management
- Writing Effective Ads that Generate Leads
- Landing Page and Conversion Optimization
- Measurement and Analytics
It’s my pleasure to present the eBook. Let’s start generating quality leads and positive ROI, and respond to the challenges as described above. Here’s the download link: Pay-Per-Click for Lead Generation eBook.