PPC Tips for Effective B2B Campaigns

@rodppc
5TH ANNUAL CHEMICALS SALES & MARKETING TOOLBOX
BERLIN, NOVEMBER 2017
Using PPC to create a winning B2B
Marketing Campaign.
Rod Richmond
@rodppc

@rodppc
SECTION 1
B2B PPC Overview

@rodppc
PPC (Pay Per Click)
Advertising isn’t just on
Google…

@rodppc
The Funnel
“Learn About”
“Explore our new
range of…”
“Buy Product Model X22”
“20% off until x”

@rodppc
I want to reach…
Head of Digital Aviato
VP of Online Reynholm Industries
Head of Accounts Kings Landing Inc.

@rodppc
Without showing to…
Lost B2C Customer
Student
Recruiter

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“89% of B2B researchers use
the internet during the
research process”
https://www.thinkwithgoogle.com/consumer-insights/the-
changing-face-b2b-marketing

@rodppc
“71% of B2B researchers
start their research with a
generic search”

@rodppc
“B2B researchers do 12
searches prior to visiting a
specific brand's site.”

@rodppc
Having a solid PPC strategy
across multiple channels is
therefore essential

@rodppc
Whether it’s Financial Products, Office
Equipment or Chemicals; the same core principles
apply to successful B2B PPC Campaigns.

@rodppc
➢ Existing customer?

@rodppc
➢ A FREE quote? How enticing…
➢ I need 10 handsets, no field for that qualifying
info?
➢ When am I getting a call back? Today, tomorrow?
Convenient for them, not me

@rodppc
B2C is a simpler process

@rodppc
B2C is a simpler process
User Sale

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“There may be 7-20 people
involved in any given B2B
purchasing decision”
https://www.protocol80.com/blog/30-shareable-buyers-
journey-statistics-every-marketer

@rodppc
B2B is complex
Search on
desktop

@rodppc
B2B is complex
Visit Website
& Submit
Quote Form

@rodppc
B2B is complex
Receive Call
Back Next
Business Day

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B2B is complex
Discuss
Project With
Manager

@rodppc
B2B is complex
Chair Meeting
With Tech
Team

@rodppc
B2B is complex
Get 2 more
supplier
quotes

@rodppc
B2B is complex
Download
Whitepaper
on App
Marketing

@rodppc
B2B is complex
Listen to
agency
podcast on
phone on
train home

@rodppc
B2B is complex
Go on Holiday
for 2 weeks

@rodppc
B2B is complex
Read Blog
Article on
Phone whilst
away

@rodppc
B2B is complex
Phone THEM
Back 1 month
later

@rodppc
B2B is complex
Set Meeting

@rodppc
B2B is complex
UserSale

@rodppc
SECTION 2
CRM Integration

@rodppc
They Help Us Understand Individual Key
Decision Makers’ Behaviour

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So we can design marketing campaigns that
resonate with them

@rodppc
Optimise budgets based on actual sales
revenue, not number of leads

@rodppc
Without CRM Integration:
Spent €20,000 in November for 40
leads and 60 calls

@rodppc
With CRM Integration:
Spent €20,000 in November for 40
leads and 60 calls.
Within 30 days, these turned into 6
revenue generating deals worth
€100,000 , and a further €60,000 of
deals in the pipeline.

@rodppc
SECTION 3
Re-thinking Attribution

@rodppc
Good Attribution
=
Find the 50% That
Works!

@rodppc
With all these touchpoints with our digital
marketing, why do we still give the oven all the
credit?

@rodppc
Google Attribution coming soon.

@rodppc
SECTION 4
Phone Tracking

@rodppc
Phone Calls are an
essential piece of the
digital B2B Sales Cycle.

@rodppc
“The conversion rate of
calls is between 30 to 50
percent, while web lead
forms convert at 2
percent”
https://www.salesforce.com/blog/2014/07/answering-the-call-gp.html

@rodppc
“B2B buyers require
human sales interaction
during every stage of the
buyer’s journey”
http://www.earnest-agency.com/ideas-and-insight/earnest-in-motion/vital-
statistics-for-b2b-marketers-two/

@rodppc
“90% of B2B buyers say
when they are ready they
will find you”
https://www.protocol80.com/blog/30-shareable-buyers-
journey-statistics-every-marketer

@rodppc
Leads responded to within 5
minutes are 10x more likely
to be qualified

@rodppc
50% of buyers choose the
vendor who responds first

@rodppc
SECTION 5
Hypertargeting on LinkedIn

@rodppc
“LinkedIn generates more leads for
B2B companies than Facebook,
Twitter or blogs individually. Yet
only 47% of B2B marketers say they
are actively using LinkedIn vs. 90%
on Facebook”

@rodppc
Lead Gen Ads
➢ Pre-filled with LinkedIn Profile info
➢ CPCs can be quite high but bear in mind high CPCs of regular “promoted
posts”.
➢ No taking users off site: quick & easy

@rodppc
Sponsored InMail
➢ 75%+ Open Rate & very good CTR%
➢ Low CPO (cost per open) and lower CPS (cost per send)
➢ Under £0.30 and £0.25
➢ Time of Send: no ad scheduling
➢ Brief, to the point, inobtrusive and clearly offer value

@rodppc
“81% of non-C-suiters
have a say in purchase
decisions. 24% of them
have sign off.”
https://www.thinkwithgoogle.com/consumer-insights/the-changing-
face-b2b-marketing/

@rodppc
SECTION 6
Competitor Analysis

@rodppc
“You should learn from your
competitor but never copy.
Copy and you die.”
Jack Ma

@rodppc
SpyFu
https://www.spyfu.com

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SEM Rush
https://www.semrush.com/

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Unbounce Landing Page Analyzer
https://unbounce.com/landing-page-analyzer

@rodppc
You know what they’re doing: now
be crystal clear with your USPs

@rodppc
Avoid Cheating Copy…
“How do you know if your copy is
cheating on you? You see it hanging
around other
sites…”
@Harrisonamy

@rodppc
✓ Get Paid 2 Days Faster!
✓ Send Invoices in Minutes
× SMBs
× Cloud Based
× Award-Winning

@rodppc
SECTION 7
EU Regulations

@rodppc
Main Impact for B2B Marketers:
✓ E-MAIL MARKETING
Less reliant
Re-build lists
Simple Opt-Out
MailChimp or Campaign Monitor?
✓ Ts and Cs, Privacy Policy, Cookie Policy
✓ REMARKETING/CUSTOMER MATCH
AdWords, Facebook Interface Changes
✓ SMARTER, MORE PERSONALISED
No more blanket content

@rodppc
Deadline:
May 25th 2018
Further Reading
http://www.eugdpr.org

@rodppc
1. Integrate CRM >1 PPC Marketing Channel
2. Trial Data Driven Attribution Model
3. Mystery Shopper your Phone Tracking
4. Trial Sponsored InMail on LinkedIn
5. Analyse competitors & abolish any cheating adcopy
6. Re-forecast 2018 ad budgets with GDPR in mind

PPC Tips for Effective B2B Campaigns

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