My new article “Four Steps to Better Business Leads From Search” is now available as part of Search Engine Land’s Strictly Business column, which covers topics related to B2B search marketing.
In the article, I argue that many B2B companies have a chasm between the pay-per-click campaigns that generate clicks and the campaigns that help turn those clicks into customers. When the goal of search marketing is to drive high-quality leads to sales, no B2B pay-per-click campaign is complete without these additional “post-click” steps:
- Send the click to a targeted landing page that’s optimized for the ad and keyword.
- Gather explicit and implicit data to analyze and score the lead, passing the hot leads to your sales force.
- Use lead nurturing to stay in touch and build a relationship with leads that are not yet sales ready.
- Track leads through the revenue pipeline, measure the impact of each click on revenue, and apply closed-loop learning to tune your campaign and optimize bids.
In other words, B2B search marketing needs be an integrated part of a complete demand generation process that includes landing pages, lead analytics, lead nurturing, and closed-loop measurement.
Check out the article: Four Steps to Better Business Leads From Search.
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