The Definitive Guide to Lead Generation

ASK THE EXPERTS:
PPC Q&A WITH MIKE NIERENGARTEN, CEO, OBILITY CONSULTANTS
MKTO: What makes PPC effective
for lead generation?
MN: No other channel can provide the
same level of targeting, segmentation,
and performance measurement. PPC
is distinctly measurable, but it’s not
limited. In your lead gen efforts, you
can adjust performance on a
microcosm level—tweak a bid by
geography and hour, test ads and
offers, or target a specific company.
MKTO: How do PPC strategies for
B2B differ from those in B2C?
MN: Lead generation PPC requires
qualification, nurturing, and most
importantly education. In B2B, your
PPC strategy is content-based and
lead quality focused; you need to
incorporate data from both marketing
automation and CRM systems. You
also want your PPC strategy to focus
on campaigns that drive MQLs and
high pipeline-to-cost ratios—not just
cheap conversions or
high impressions.
MKTO: How do you see PPC lead
generation strategies evolving in
the future?
MN: As marketers and consumers get
more sophisticated, decision-makers
are beginning to want higher quality,
more compelling content. They’re
starting to get creeped out by
aggressive retargeting and social
advertising. Marketers need to take a
step back and better understand the
customer journey at an atomic level. If
a prospect has downloaded this piece
of content, watched this demo, and
read this analyst report, what content/
offer/phone call/direct mail piece is
going to close the sale?
PPC managers are going to need to
recognize that simply generating new
leads is not enough. PPC needs to be
an effective lead nurturing and sales
enablement program. The future PPC
strategy includes lead generation and
lead nurturing. PPC managers really
need to be able to grasp the full
sales funnel.
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