Squeeze
more out of the web with Banner
If you've clicked on this link, chances are you're under growing pressure to show a return on your marketing investments. These days, we're all being asked to do more for less and account for every penny.
This issue was highlighted in a recent speech by Eric Schmidt of Google when he described marketing as "the last bastion of unaccountable spending in corporate America".
In a recent survey, technology marketers listed some of the challenges they face:
- getting through to the right people, at the right time
- proving efficiency
- avoiding chasing inappropriate leads
- getting better leads
- doing more with less
Why more marketers are turning to the web
Here at Banner, we know many marketers are using the web to overcome these challenges. They know this is where they'll find technology decision makers. And the web also offers other advantages:
- it's inherently measurable
- it allows you to take people from awareness to sale in a single journey
- it enables you to reach potential customers wherever they are
- online programmes often have a lower cost of entry
However, it is important you guard against blindly investing money in online activity. Just because something is measurable, doesn't mean it's effective. Which is where Banner can help - our online lead generation expertise is second to none.
Banner helps you take the lead online
Fortunately, we are in the ideal position to give you a complete online generation solution. As an integrated agency specialising in technology, we understand your market and can advise you on creating the online lead generation campaign that's right for you.
Here are a few pointers that, from our experience, will help you squeeze more out of your marketing spend.
- Define what a lead is – half of technology, sales and marketing companies don't have a common definition.
- Score leads and only focus on the quality ones – research shows sales can close up to 30% more leads this way.
- Strike the right balance between brand and lead generation activity – we've found that using banner advertising to support online lead generation can increase the response by 30%.
- Use the latest tools for online lead generation, many of which you can now pay for on a cost per lead basis: search, both paid and organic, whitepaper marketing, email marketing, webcasts and podcasts, and trial software programmes.
- Combine these tools for the best results – a lot can depend on what you're selling, whether it's software, hardware or services. And who you're selling to and where they are in the decision-making process. We know the vast majority of decision makers use search to find what they are looking for, either to evaluate competing products or to compare products at the point of purchase. However, most of those clicking on a search ad don't find the information they need and leave the site. In fact, less than 5% of those people arriving from a search ad actually go on to complete an action on a website.
- Think beyond the initial click and put platforms and programmes in place to make sure every single lead you get online is nurtured through to sale.