For more proof that brand awareness matters, Vaccarello says Internet users are 27 percent more likely to search for a brand or product after seeing its display ad, and technology advertisers experience a 31 percent average lift in conversions after a brand awareness campaign.
2. Tie offline conversions to online activity. A customer relationship management (CRM) tool is handy for the task of connecting demand-generating keywords, such as branded terms, with leads, Vaccarello says. The key is to pay attention to sales, watching which keywords "drive offline conversions [such as] opportunities, pipeline [and] closed deals" versus. form completions or other less important "conversions."
3. Collect enough information for CRM, business intelligence and campaign management platforms to do their jobs properly, says Lee. The tools should know which search engine and keywords prospects used, which ads they viewed and what the targeting parameters were—particularly regarding LinkedIn, Facebook and HTTP referrer. He says the tool should also collect visitors' IP address information, including geography and the time of day.
This information allows marketers to, for instance, target prospects based on what time of day it is for them—not what time of day it is for the marketer—which allows marketers to choose to bid less on keywords for less desirable times of day.
4. B-to-B marketing works best with incremental messaging, so retarget prospects, Lee says. Start by using "your own cookie pool" rather than third-party data sources, he suggests. Create segments based on recency of visit, then bid accordingly.
Lee also suggests marketers B-to-B build dynamic landing pages based on the information collected by the CRM tool. What he says helps in the process is having the IP address, whether it belongs to a consumer or B-to-B visitor, knowledge of previous visits, geography, Internet service provider data, and what keywords were used. "The better you make the user experience, the higher the ROI."