Using Your Existing B2B Marketing Budget To Increase Engagement & Double Your Online Leads

Generating more qualified leads, increasing their engagement, and getting more customers doesn’t always require a bigger B2B marketing budget.  Instead you should look at optimizing how your budget is spent.  Here is a case study of a client project that delivered double the leads without increasing their budget.

Objective: Better B2B lead generation results from AdWords

While AdWords can efficiently drive traffic it is often a very blunt demand generation tool.  AdWords performance is generally measured by cost per click but for most B2B marketers higher traffic volumes rarely translate into better lead generation.  The real objective should be optimizing all of your marketing, including your AdWords spend, to capture and convert more qualified leads.

In this case:

  • Online leads were identified by sales as a high quality lead source
  • AdWords spending was a significant part of the demand generation budget but it was not generating enough qualified online leads to meet the demand from sales
  • Performance was being measured using Cost Per Click (CPC) instead of Cost Per Lead (CPL)

Solution: Implement a best practice system of content, programs, and tools

Step 1: Repurpose your existing content to be more findable, relevant and valuable

Every company has untapped value in their existing content.  Instead of starting with new content development you can get faster results and better learning by starting with your existing inventory.

Here is what we did in this case:

  • Developed a content framework that identified key categories, topics, keywords, and formats for repurposing
  • Reviewed the inventory of existing content and repurposed the most relevant  information as high-value marketing assets (at a ratio of 3-1)
  • Repurposed over 30 content assets and used them to fill the new knowledge center with findable, relevant, and valuable information

Step 2: Create a knowledge center to host your knowledge content

In most cases your existing website does a great job of delivering “about us” content.  What is missing is the information customers are looking for at each stage of their decision — how to define the problem, assess their needs, evaluate different solutions and more.  These information seekers want to access the knowledge you have.  Adding a knowledge center to your site allows you to make this content more findable, relevant, and valuable and it optimizes it to connect with and help convert them.

Here is what we did in this case:

  • Implemented a new knowledge center using a Content Management System (CMS) that allowed new content assets to be easily posted, categorized, and used as landing pages
  • Hosted it on a separate sub-domain “knowledge.website.com” that did not require any changes to their existing domain
  • Skinned the knowledge center to look identical to the existing website
  • Structured it for effective Search Engine Optimization
  • Customized it to track traffic source and content engagement by category and topic using Google Analytics

Here is a thumbnail view of the knowledge center:

Knowledge Center Example: Whitepapers, case studies, infographics, videos

Step 3: Test additional tactics including LinkedIn, Twitter, and SlideShare

Paid media is only one of the tactical programs you should consider for lead generation.  Optimizing your website, using permission marketing, and tapping your network through social media tools should also be considered because they can deliver more qualified and engaged prospects.  Often 45% or more of your converted leads will come in via inbound channels!

Here is what we did in this case:

  • Optimized employee (sales and marketing team) and company LinkedIn profiles to feature content from the knowledge center
  • Used Twitter to promote knowledge center content and to automate content updates across other social media outposts
  • Posted on SlideShare to promote high value content assets with embedded links back to the knowledge center
  • Chained relevant content using embedded links
  • Tested LinkedIn Ads vs Google AdWords
  • Tested content offers in ad copy vs brand and solution offers

Results: A significantly lower Cost-per-click (CPC) and double the leads

Offering prospects and customers access to what you know about what they want to know results in more efficient and effective B2B marketing.  But will it really get you more leads?

Here is what happened:

  • Significantly higher levels of visitor engagement (higher pages/visit, increase in time on site, lower bounce rates)
  • Higher AdWords quality scores resulting in lower cost-per-click and better ad ranks
  • Double the number of leads for the same marketing spend
  • Content performance measurement showing that the knowledge center was connecting with and converting more customers and providing valuable intelligence into what these customers wanted to know!

For More Information

Can you really double your leads?  Well it depends on where you are starting from.  It is likely that you could do even better.

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