INTERNAL or RESTRICTED 1 © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. © 2018 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This presentation, including all supporting materials, is proprietary to Gartner, Inc. and/or its affiliates and is for the sole internal use of the intended recipients. Because this presentation may contain information that is confidential, proprietary or otherwise legally protected, it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. Generating Leads Through PPC Dylan Woodham 23/01/2020

2 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Dylan Woodham, BDR Top destination for software businesses to acquire in-market leads from SMBs. Top destination for small businesses when making software purchase decisions. 9M monthly visitors 1.1M verified software user reviews 78% share of search results

3 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Overview PPC Deep dive Introduction to Gartner Digital Market Sales Follow up Process Questions!

PPC Deepdive § Advantages § Targets § Audience § Ad copy § Tracking § Optimization § Reviews § Call to action © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL or RESTRICTED INTERNAL OR RESTRICTED © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.

Advantages of PPC § Fast § Scalable § Measurable © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL or RESTRICTED INTERNAL OR RESTRICTED © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.

What are your Business Goals?

7 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. § Avoid overbidding on Pay Per Click campaigns with our bid calculator. § Determine how much you should pay for your clicks, customized to your business goals Access a free PPC bid calculator Capterra PPC bid calculator

Find the Right Target Audience § What would be your ideal buyer search on Google? § Be in channels where your potential buyers are. © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL or RESTRICTED INTERNAL OR RESTRICTED © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.

Ad Copy § Headline. § Benefits, benefits and benefits. § Test! © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL or RESTRICTED INTERNAL OR RESTRICTED © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.

Conversion Tracking § Data-driven decisions § Online spend optimization § Overall campaign improvement © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL or RESTRICTED INTERNAL OR RESTRICTED © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. And why it matters

Optimization § Do more things that are working and less of what’s not working! § Optimize bidding, add new keywords/categories, ad copy. © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL or RESTRICTED INTERNAL OR RESTRICTED © 2019 Gartner, Inc. and/or its affiliates. All rights reserved.

© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED The power of online reviews § 64% of software buyers want to read at least six reviews before making a purchase § B2B customers today progress more than 70% of their way through the decision-making process before they engage with sales-reps § 70% of all customers will look to reviews before making a purchasing decision. § 76% of consumers think that reviews older than three months aren’t relevant § 68% of consumers trust reviews more when they see both good and bad scores.

13 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Reviews matter Build trust with validated reviews Recruit reviews from your customers Quantity and recency of reviews matters to buyers Our free review recruitment services • Reviews as a Service (RaaS) • RaaS Self Service • RaaS Events

© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED Landing Page Optimization § Short attention span. § Dedicated landing pages vs websites. § Great for tracking/testing. § Higher conversion rates. § We look for clear headline, strong CTA (who has free trial?), placement of CTA (not on the banner!), contrasting color, and trust elements!

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© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED Let's Take you Through a Typical User Path!

21 © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Collect reviews easily with Gartner Digital Markets

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© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED How can we 10X all PPC/Marketing Efforts? This is the Differentiator of Any Marketing Efforts!

© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED Sales and Marketing

© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED Follow up Process for In-Market Leads § Call your leads at least 8 times (Sirius Decisions Research). § Any one know the average attempts? § Speed is power! § If you reach the customer within five mintues you have 9 times more chance of converting that lead (Insidesales, MIT Professor). § 78% of cusomers buy from the first responder (Lead Connect). § Any one know the average follow up time? § Nurtured leads make 47% larger purchases than non-nurtured leads (Annuita Group). § If you can send a text during your sales call you will increase the chance of conversion by 300%.

© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED Be Ready for all Types of Leads. § We need a different mentality for inbound sales (Aaron Ross). § Are they on the right product? § Are they the decision maker? § In order to find these questions out we want to qualify as quickly as possible.

© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED What does this all mean? •Upsell? •Email campaign? •Referral? •Service them?

© 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED Free E-Book! International Expansion – Gartner First Ever Free E-book

INTERNAL or RESTRICTED © 2019 Gartner, Inc. and/or its affiliates. All rights reserved. INTERNAL OR RESTRICTED 18 © 2019 Gartner, Inc. and/or its affiliates. All rightsreserved. Thank you!