Lead Forensics MD Paul Thomas explains how the ground-breaking software can benefit B2B marketers embarking on PPC campaigns. Offering advanced website visitor identification and analytics, discover how Lead Forensics can ensure your PPC campaign generates a bounty of new business leads and helps you get more customers!

1. Enhancing the power
of pay-per-click
Paul Thomas
Managing Director, Lead Forensics

2. Setting the Scene
49% of B2B companies are
increasing investment in PPC

3. Setting the Scene
But a massive 57% of B2B marketers
only find it somewhat effective

4. PPC Challenges
n Increasing competition

5. PPC Challenges
n Increasing competition
n Visitors can often be researchers not buyers

6. PPC Challenges
n Increasing competition
n Visitors can often be researchers not buyers
n Data capture is key to PPC lead generation

7. PPC Challenges
n Increasing competition
n Visitors can often be researchers not buyers
n Data capture is key to PPC lead generation
VOTE
What is your current conversion from click to data capture (lead or enquiry?)
A. 0-5% B. 5-10% C. 10%+ D. Don’t know

8. PPC Challenges
n B2B marketers need qualified leads, not traffic

9. PPC Challenges
n B2B marketers need qualified leads, not traffic
n The majority of B2B solutions and products
are complex

10. PPC Challenges
n B2B marketers need qualified leads, not traffic
n The majority of B2B solutions and products
are complex
n Multiple decision makers and longer buying cycles

11. PPC Challenges
n B2B marketers need qualified leads, not traffic
n The majority of B2B solutions and products
are complex
n Multiple decision makers and longer buying cycles
n Understanding why prospects don’t enquire

12. What tactics are B2B organisations
using to make PPC more effective?
% Respondents
A/B testing copy 57%
Created targeted ad groups 53%
A/B testing landing page content 42%
Refining bidding strategy 41%
Content and affiliate advertising 41%
Geo-targeting 40%
Ad scheduling 37%
Improve landing page load time 25%
Source: 2011 B2B Marketing Benchmark Report, Marketing Sherpa

13. What tactics are B2B organisations
using to make PPC more effective?
But once you have driven qualified traffic to the site, how
best can you maximise conversion to lead and ROI?
This is the true measure of effectiveness

14. Maximise Conversion to Goal
Traffic
Increased Conversion
Conversion

16. The Scenario
n 3-7% of PPC visitors
convert to a lead
n Whitepaper download,
brochure request,
newsletter subscriber etc

17. The Scenario
Research shows that 45% are either:
n Suppliers
n Existing customers
n Competitors

18. The Scenario
Remaining 50% are prospects
but didn’t enquire:
n Click through and don’t
like the site
n Click through and can’t
find what they want
n Click through and like it

19. Maximise Conversion to Goal
Traffic
Non enquirer’s Non enquirer’s
Increased Conversion
Conversion

20. The Answer
The answer lies in identifying
WHO are the non-enquirers
on your site
Squeeze more out from what
you’ve already paid for

21. Case Study 1
THE CLIENT
UK’s No.1 lead generation specialist in office
equipment supplies, connecting buyers with
qualified and trusted suppliers in the B2B
space generating sales leads for companies
across industry.

22. Case Study 1
THE CHALLENGE
n As a B2B lead generation specialist, PPC is one of the single biggest marketing
channels used to generate leads
n The office products market has become increasingly competitive and as a result saw
increased cost per click
n Maximising conversion to lead is paramount
n Standard analytics provide reams of information on visitor behaviour enabling PPC
campaign refinement
n The current analytics provided everything, but the WHO

23. Case Study 1
THE SOLUTION
n The client invested in next generation analytics software
n Provided insight of which individual businesses were visiting the website
n The information provided contact information, page views and search terms
of non-enquirers
n The client was able to make telephone contact with businesses who had visited the
site but not enquired
n The follow-up approach leveraged the insight as to what products the individual
business was viewing. This enabled additional opportunity to generate qualified leads
from the PPC activity that would normally be missed

24. Case Study 1
THE RESULTS
n 150% ROI from monthly PPC budget within 5 days
n 39% uplift in clients’ revenue in Month 1, directly attributed to the analytics software
n 960% return on the analytics software investment

25. Case Study 2
THE CLIENT
An international commercial facilities
company employing over 60,000 staff
worldwide. Services delivered include
catering, cleaning, security, pest control and
washroom services.

26. Case Study 2
THE CHALLENGE
n An existing Lead Forensics client in the UK using the software to indentify existing
customer and prospect visitors to their website from PPC and other marketing activity
n The client wanted to increase lead generation penetration in the AsiaPac market from
their International website where only the PPC channel was being used
n There was a requirement for insight on WHO was visiting the International site and
provide additional new business leads for the AsiaPac team to convert

27. Case Study 2
THE SOLUTION
n Advanced analytics software was added to the International site, specifically tasked
to identify WHO was visiting the AsiaPac area of the site
n The software provided business names and contact information, page views and
search terms of all visitors
n This information was directly fed into the client’s global CRM system, matched
against a third-party database and allocated to a business development executive for
telemarketing follow-up
n Based on the insight provided, the business development teams were able to identify
the services the prospect had viewed but not enquired

28. Case Study 2
THE RESULTS
n Following a PPC visit (and non-enquiry) from a leading Bangkok hotel, the analytics
tool triggered a notification to the AsiaPac team who immediately followed up after
identifying the decision maker
n The client subsequently won a £600k contract (THB 30m)
n ROI on investment in PPC has increased by over 35% and is increasing
month on month
n ROI on the Lead Forensics analytics tool was over 1:100

29. ROUNDUP

30. Traffic
Non enquirer’s Non enquirer’s
Increased Conversion
Conversion

31. Questions & Answers
Talk to us to arrange a demonstration:
Paul Thomas
Managing Director
Lead Forensics
0203 131 0154
thomasp@leadforensics.com
www.leadforensics.com
Twitter: @leadforensics