This is the Part 4 of the B2B Lead Generation based on an
SES session by Lauren Vaccarello, Director of Search, Display and Social Advertising, Salesforce.com.
It is commonly known that less than 10% of the visitors fill out forms. So what do you do with that
more than 90% of the visitors? One of the solutions is retargeting.
There are two types of retargeting: site retargeting and search retargeting. Site retargeting is to target visitors who have visited
your site but did not convert. In B2B case, it could mean they did not fill out forms. Search retargeting is to target those people never visited your site but who searched certain keywords that you are after.
Here we are talking about site retargeting since the visitor came to your site but didn't do what you want them to do – fill out forms. But because he visited your site, you will put a cookie on his
computer and if that visitor visits sites in retarget marketer's network, the retarget marketer will look at the cookie and see that he visited your site. It will then serve that visitor the display ads from you. Since
that visitor just visited your site, a display ad from you is more likely to get his attention. In fact a sequence of display ads can be shown to that visitor to get multiple impressions about your site. For example,
features, benefits, testimonials, and case studies. These retargeting serves two purposes: it raises your brand awareness and it helps conversion.
As an example, a mid-sized B2B software company spent
$85K a month on PPC, it has well optimized CPL (Cost Per Lead) program, understands the offline tracking, and want to get more from the visitors. So they started retargeting using display ads described above. It target
form fill abandoners. The retargeting spending is about 15-20% of the PPC budget.
The result: 35% increase in total form completion, 25% increase in sales.
In summary, site retargeting in
B2B bring in visitors who didn't not fill out forms initially and convert them on second chance. Retargeting can also provide reinforce the impression and help close deals.
This concludes the four-part series on B2B lead generation, here is a summary:
Track ad offline
Make sure you track the right information
Work with your sales team
Bring back those 90% of the visitors who did not fill out forms