• http://twitter.com/EverydaySEMGuy The SEM Guy

    A good B2B marketing/lead team should already be tracking these actions as a means to score and prioritize leads.

    Conventional b2b marketing (and most lead gen for that matter) encourages stripped down reg pages that force users to download or bounce. The argument you’re presenting is that users can have value beyond a download but how can you capture that value if you’re only pushing users to fill a form or leave?

    Ultimately, you need some mechanism to capture contact information and let your lead and sales teams connect with the customer.  Driving paid search visitors to non-reg pages might open things up on the engagement side, and give you more value to attribute back to the source click but without the lead itself, what’s the point?

    Sure, showing high engagement metrics for a paid search campaign might make it look better but, again, if there are no actual leads to follow up on – what are we really achieving.  I agree that marketers MUST look at engagement metrics but I don’t view it as something thats necessarily search specific.  ALL leads need to be evaluated this way.  If the system is in place, regardless of channel source, then better leads will make it to the next step faster.

    While it’s difficult to wait for a batch of leads to mature through a 12+ months sales cycle, and then re-work the reverse funnel CVR to create a new CPL target, I find it’s more valuable to find intermediate steps through the funnel that will give you faster feedback.

    Think of it this way – if you’re measuring engagement, giving a lead more weight and fast tracking it through the funnel, you’ll see a bump in qualified sales opportunities and be able to make CPL/optimization changes to your PPC programs in a matter of 5-10 days rather than months.  

    I’m just not entirely sure giving PPC more credit because of onsite events is the way to go.  If the lead is that much better, it’ll reach the next step of the funnel faster and that data will be available to optimize against.  Giving credit to PPC is one thing but it’s mostly the lead and sales teams that should use this info and pounce on the leads faster.

  • http://www.brickmarketing.com/ Nick Stamoulis

    “make sure your website offers information that is helpful and meaningful to prospects at all phases of the buying cycle.”

    Agreed! You need to have content on your site that appeals to B2B buyers at various stages of the sales cycle. This helps keeps them engaged with your brand and gives your more time to build a rapport.