B2B Lead Generation Part 1
Home
eMarketing
eSecurity
Mobile Comm
Global e-Business
News & Insights
Contact Us

Articles

Sales Person's ROI Model
Engaging Interaction
Retargeting
Sensory Channels
Persuasive Webpages
FB MyLife
Business Mobile Apps
FB Ads Tips
Grow FB Fans Organically
Search vs. Social Exposure
B2B Lead Generation 4
B2B Lead Generation 3
B2B Lead Generation 2
B2B Lead Generation Part 1
Social Media and B2B Event
Importance of Social Media Experts
Facebook Marketing
Tips for Social Media Marketing
From Twitter to Chatter
Traffic to Web Site Via SMO
Webinar Marketing
Effective Web Copywriting
Play #28, Beyond The Cloud
Top Strategies for New Websites
Web Marketing Strategies
Web Lead Tracking
Buzz Marketing
Affiliate Marketing Maturing
Persuasion Architecture
SEO SEM Differences
Behavior Targeting
Network vs Affiliate Marketing
Email Marketing
SEO or PPC
Big Secret in eMarketing
Direct Mail Testing
Higher Leads for Less
Opening Direct Mail
Most Powerful Tool
Holiday Marketing Magic
Smart Mktg & Affiliate Program
eMarketing Planning
Marketing w/o Selling
Ultimate eMarketing
eMarketing Trend
eHarmony
Ultimate Affiliate Formula
Secret of eMarketing
Why Affiliate Program Fail
Article Mktg = Viral Mktg
Affiliate Marketing Types
Online Niche Marketing
Article Boosts Marketing
Profitable Email Mktg
Niche Marketing Secrets
Baby Boomers
My Space
RSS
Free Images
Affiliate Marketing
Marketing Web Site
6 eMarketing Principles
Mobile Web Marketing
Mini Web Site
Affiliate Marketing Needs Site
Web Marketing
Web Marketing 1st
Tailor Web Site
Site Appearance
6 Web Campaign
Sticky Site
Article Marketing
Web Template
Web Marekting Part 2
7 Killer Strategies
Freelance Copywriting
Creative Tips
Inverse Paranoid
Build Site Quickly
Design for Affiliate Marketing
Goal Setting
Web Marketing 2006
Freelance Part 2
Old Articles
Untitled
Untitled

B2B Lead Generation Part I: Setting up Offline Conversion Tracking
By Steve Tsai, Managing Editor, Internet Journal
9/01/12

One of the sessions at SES in San Francisco is on B2B lead generation. The speaker is Lauren Vaccarello, Director of Search, Display and Social Advertising, Salesforce.com.

There are several sections of her presentation:


    Setting up Offline Conversion Tracking
    B2B SEM
    Landing Pages
    Sales Enablement and Market Automation
    Retargeting

This article is part 1 of the four part series.

Tracking Offline Conversion Rate

In B2C marketing, it is not the CTR (Click Through Rate) that counts; it is the CR (Conversion Rate) x CTR that matters. As in several SES sessions, presenters have emphasized this point. In B2B case, most of the time, the sales does not complete on the Web site, therefore, the conversion rate cannot be tracked by looking at the Web analytics data.

When the conversion, or closing of sales, is done offline, offline conversion rate should be tracked to close the marketing-sales loop, and the B2B online marketing should be optimized for offline conversion. To track the offline conversion, CRM system is a natural place to do that.

To track the conversion accurately, each keyword ad campaign is given a unique campaign ID. Visitors going into respective landing pages will carry that unique ID. Leads from form fill or registration can go through a lead scoring screening, if there is a marketing automation system that captures these Web generated leads. Leads passed the lead scoring screening can then go into CRM system as marketing qualified leads (still carrying the campaign ID information). This is now sitting at the top of the sales (leads) funnel. For each unique campaign ID, the percentage of these marketing qualified leads that turn into sales is the offline CR (Conversion Rate). The dashboard in CRM can display that information to give a quick view of the offline conversion performance.

B2B SEM

In this year's SES, the term SEM has been largely replaced by the term PPC. Both terms mean the same thing paid search as opposed to SEO, the natural search. For B2B SEM, identify top demand keywords based not on how much they drive the form fill but on how well they drive the offline conversions (e.g. opportunities, pipeline, or closed deals).

Categorize the campaign goals into ROI, pipeline, sales, revenue, LTV (Life Time Value) and place keywords into each category. Because each category has different goals, the measuring metrics are also different. By putting keywords into different categories, the performance measurements of these keywords are more accurately reflect their roles.

Case Study: SEM program in Mexico

Problem: The SEM results under-perform other countries. Campaigns are optimized for form completes. Offline data are not integrated.

Solution: change bidding strategy to optimize for offline metrics, create ROI based bidding rules, identify underperforming keywords, create clear reports to show keyword performance, automate bidding and optimization process.

Results: 6 times improvement in ROI, deal size increased dramatically, outperforms other countries in the region, identified multiple keywords taking up 10+% of spend but driving no returns.

Takeaways: Track leads by creating unique campaign IDs, capture with the form, and monitor in CRM dashboard; integrate all data sources into one bidding solution; build bidding strategies based on goals.

In the next installment, I will discuss B2B Landing Pages. So stay tuned.

About The Author
Steve Tsai is the Managing Editor of the
Internet Journal http://www.intnetjournal.com. Internet Journal provides the insights and analysis on Internet marketing, eCommerce, mobile communications, eSecurity, and global e-Business. If you have any comments about Internet Journal, please send email to stt@intnetjournal.com.
 

[Home] [eMarketing] [eSecurity] [Mobile Comm] [Global e-Business] [News & Insights] [Contact Us]

eMarketing