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It’s Time to Rethink Your B2B Lead Gen Strategy Sophie Logan #PSAC25

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● PPC Lead at Beauhurst ● Based in Nottingham, UK ● 10 years’ experience ● Platinum Google Ads Product Expert ● Search Engine Land Author #PSAC25

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1. An exploration of the modern B2B Lead Gen landscape #PSAC25

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1. An exploration of the modern B2B Lead Gen landscape 2. Optimising the pre and post click experience #PSAC25

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1. An exploration of the modern B2B Lead Gen landscape 2. Optimising the pre and post click experience 3. Utilising PPC for post lead submission success #PSAC25

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The Modern B2B Lead Gen Landscape. #PSAC25 (Better the devil you know)

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#PSAC25

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#PSAC25

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Most B2B Lead Gen marketing strategies include some form of PPC activities.

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And who can blame them?

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Businesses of all sizes acknowledging the importance of online advertising for B2B

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Lower barrier to entry with self-managed accounts, AI and Smart campaigns Businesses of all sizes acknowledging the importance of online advertising for B2B

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Good old peer pressure and a desire to ‘Keep up with the Joneses’ Businesses of all sizes acknowledging the importance of online advertising for B2B Lower barrier to entry with self-managed accounts, AI and Smart campaigns

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Every platform telling business how easy and fruitful running PPC campaigns is… Businesses of all sizes acknowledging the importance of online advertising for B2B Lower barrier to entry with self-managed accounts, AI and Smart campaigns Good old peer pressure and a desire to ‘Keep up with the Joneses’

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#PSAC25

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● They are bombarded with advertising and they don’t trust it ● They don’t like giving away their data ● They go through endless amounts of touch points (especially to research trust and authenticity) ● They get stuck in analysis paralysis #PSAC25

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It may be getting “easier” for B2B Lead Gen brands to be advertising via PPC, but it is also getting harder for them to do so effectively and efficiently #PSAC25

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Pre-Click B2B Lead Gen. #PSAC25

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Ad copy #PSAC25

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Authority #PSAC25

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Authoritative messaging is direct and confident #PSAC25

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We Have Been Providing Managed IT Services in the Derby Area for Over 20 Years. #PSAC25

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With 20 Years’ of Experience, We Are a Leading Provider of Managed IT Services in Derby. #PSAC25

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#PSAC25

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Original: We are a commercial real estate agent in Nottingham and Derby. Chat GPT: We are Nottingham & Derby’s go-to commercial real estate agents with expert local knowledge. Let’s Talk! Edited: We are Nottingham & Derby’s go-to commercial real estate agents. #PSAC25

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Targeting #PSAC25

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Targeting Who you don’t want to reach #PSAC25

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As the platforms get ‘looser’ with their matching, we need to get tighter with what we can control #PSAC25

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Where to start with negatives/exclusions? #PSAC25

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Think about what the product/service is and what is the opposite: ● Expensive = add negative keywords associated to ‘cheap’, ‘free’ or ‘affordable’ #PSAC25

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Think about what the product/service is and what is the opposite: ● One time purchase = exclude current/previous customers from seeing your ads #PSAC25

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Think about what the product/service is and what is the opposite: ● You only serve the UK = Make sure you’re targeting the UK only and the location setting is set to ‘Presence’ and not ‘Presence or interest’ #PSAC25

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#PSAC25 #PSAC25

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Brand awareness #PSAC25

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#PSAC25 Get yours business in the places where your prospective customers are going to be

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#PSAC25 ● Get on industry specific listing directories (for example for software: Capterra or G2) ● Free-form ads on specific Reddit topics related to your product or service ● Newsletter sponsorship of an leading event in your industry… [Also make sure your review profiles are up to date and include recent customer/client reviews!]

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Post-Click B2B Lead Gen. #PSAC25

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#PSAC25

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Landing Page Optimisation #PSAC25

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#PSAC25 1. Form optimisation

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#PSAC25 Form Optimisation ● Keep the number of fields to an absolute minimum (Sorry sales team)

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#PSAC25 Form Optimisation ● Keep the number of fields to an absolute minimum (Sorry sales team) ● Be clear on what is optional and essential

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#PSAC25 Form Optimisation ● Keep the number of fields to an absolute minimum (Sorry sales team) ● Be clear on what is optional and essential ● Ask the basic questions first

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#PSAC25 2. Be respectful of their data

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#PSAC25 Be respectful of their data ● Make sure your landing page includes whatever data protection/GDPR/consent requirements your country requires

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#PSAC25 Be respectful of their data ● Make sure your landing page includes whatever data protection/GDPR/consent requirements your country requires ● Tell them what you’re going to do with the data and what the next steps are

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#PSAC25 “Upon submission of the form below, our team will be in touch within 48 hours to discuss your demo booking.”

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#PSAC25 3. Facilitate self qualification/disqualification

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#PSAC25 Facilitate self qualification/disqualification ● Give an indication of pricing, for example: Prices start from £XYZ… From £XYZ per month… £XYZ minimum spend…

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#PSAC25 Facilitate self qualification/disqualification ● Give an indication of pricing ● Providing case studies

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#PSAC25 Facilitate self qualification/disqualification ● Give an indication of pricing ● Providing case studies ● Tell them who you are and aren’t suitable for

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#PSAC25

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#PSAC25 Remarketing

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Their visit included visiting the ‘Pricing’ page Spent over 60 seconds on the website Only visitors who came through via PPC campaigns Excluding those who visited the ‘Careers’ page

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#PSAC25 ● A buyers guide ● Customer quotes ● Stats from case studies ● Sale/promo information

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Post-Submission B2B Lead Gen. #PSAC25

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#PSAC25 Remarketing. Again.

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#PSAC25 ● Updating them about new features or business updates

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#PSAC25 ● Updating them about new features or business updates ● Promoting relevant upsells or add on

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#PSAC25 ● Updating them about new features or system updates ● Promoting relevant upsells or add on ● Customer support and ongoing training

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#PSAC25 Feed the conversion/customer data back into the machine

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#PSAC25 #PSAC25

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#PSAC25 #PSAC25 #PSAC25

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#PSAC25 #PSAC25 #PSAC25 EXCLUDE YOUR CURRENT CUSTOMERS FROM YOUR CAMPAIGNS ESPECIALLY BRAND

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Summary. #PSAC25

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Ad copy should ooze with authority and confidence

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Forms need to be concise and respect personal data concerns Ad copy should ooze with authority and confidence

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Forms need to be concise and respect personal data concerns Ad copy should ooze with authority and confidence LP’s should provide qualifying information/criteria

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Forms need to be concise and respect personal data concerns Ad copy should ooze with authority and confidence Remarketing can be used post submission & also post sale LP’s should provide qualifying information/criteria

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Dexter, AKA PPC Pug Speaker Deck: MarketingSoph LinkedIn: Sophie Logan BlueSky: MarketingSoph #PSAC25