Business to Business Marketing can get challenging, the sales cycle is on average longer than B2C sales cycle. Similar challenge was being faced by one of my well-known client. The low conversion rate & high competition meant going beyond the budget for little to no returns over a period. The project was handed over to me amidst this and I took a deep dive into it and got to the root-cause of the low conversion rate.
Problem:
After a detailed analysis of the company
industry, I came to the conclusion that the account needed negative keyword
audiences & exclusions. With a client providing technical solutions &
products, the audience can get mixed up with people looking for informative
sources. We were able to reach to the bottom of the funnel by usage of
higher-intent keywords and better placements.
Solution:
B2B campaigns run on trust, customer advocacy
and an immense traverse through various decision makers. I
understand the importance of commitment when it comes to B2B Marketing. With my unique SEO & PPC strategies combined, I helped reduce the CPA by 18%.
By incorporating strategies to bring in the right audience with a higher chance
of converting, I was able to show a 14% increase in the revenue.
Summary:
Improved the conversion rate drastically by
targeting higher-intent audiences, reduced the CPA by 18% and got a 14%
increase in revenue.