Book A Geofencing Marketing Demo With Our Team
In the marketing discovery calls, we discuss how geofencing can work for you, CPM & Pricing for geofencing marketing, The process of geofencing, how we partner with agencies as well as direct brands.
Results From Real B2B Campaigns
B2B marketing is judged on pipeline and revenue, not on impressions, and the sales cycle is long enough that the measurement has to be built in from the start. Every figure below is a tracked result from a campaign our team ran for a B2B client.
B2B Marketing & Sales Enablement Solutions
As much as we enjoy the world of geofencing marketing and bringing those solutions to brands and agencies, we noticed how we use technology to help organizations grow, including HubSpot.
We have utilized HubSpot as our internal marketing and sales enablement tool to grow our own agency and we’ve seen how it has impacted clients we work with. And thus, after becoming a Champion User of HubSpot (yea…it’s a real designation that puts us in the top 1% of HubSpot Users), we became part of their partner program and began offering it to many of our geofencing and paid media clients. When I think about the many investments we’ve made as an agency, HubSpot is in the top 3 for the following reasons:
- Improve Conversion Rates Of Lead Flow From Your Website
- Email Marketing Automation
- Enable & Manage Your Sales Team
See how we can build a comprehensive B2B…and even B2C Marketing Strategy for your organization.
How Can Programmatic Display Be Utilized For B2B Marketing?
Programmatic display is inherently a top to middle of funnel awareness building form of digital advertising. So the question remains how can B2B enterprises utilize Programmatic Display and walk key decision makers at companies through the entire purchase funnel (the same way Propellant Media does for our clients)? Here are some examples:
- Geofencing: Utilizing geofencing to target trade shows and conferences where a large concentration of people who are your core audience will be at.
- Site Retargeting: Placing multiple creative offers, white papers, interesting downloads, and pricing options that reaches people who have visited your website and shown an interest in your brand.
- Search/Keyword Retargeting: Utilize our behavioral intent targeting to get your message in front of users who search for terms related to your brand AND follow them wherever they go throughout the internet.
- Addressable Geofencing: Do you know where your key decision makers live? Using our addressable geofencing product, we can build virtual geofences around their homes and serve ads to them wherever they go throughout the internet.
- CRM Retargeting: Have a list of email addresses? We can match up to those email addresses and serve ads to those people for a period of time.
Utilizing Programmatic For B2B Marketing
Selling business products and services can be a difficult task as we all know the path to purchase is traditionally longer than other B2C marketing. But we at Propellant Media try to be a steward of our own marketing…constantly testing and measuring our own B2B marketing efforts. We don’t simply have a salesforce. We have a marketing tool kit that yields us over 600 leads per month. We call it the Propellant Plan and it’s the cornerstone for marketing automation that we would implement for you.
Our suite of solutions for B2B Inbound Marketing include:
- Website & Conversion Rate Optimization
- HubSpot Marketing Automation
- Google Ads & SEO
- Facebook (Paid Social)
- B2B Programmatic Display Solutions
- Robust Site Retargeting
See how we can build a comprehensive B2B Marketing Strategy for your organization.
Recorded Geofencing Webinar. Here is What You’ll Learn
- What Is Geofencing
- Dispel Many Geofencing Myths
- Realtime Geofencing Case Study
- Strategy & Use Cases With Geofencing
- How To Measure Foot Traffic W/ Geofencing
- How To Profit From Geofencing Advertising
- How To Win More Business With Geofencing
Key Geo Fencing Benefits
- Can target 100 – 1 Million Households
- Can Layer Static Ads, Video, and Connected TV/OTT Advertising
- Can Target People At Events (i.e. Sporting Events, Tradeshows)
- Only Need Location Services of Mobile Device Turned On. NO OTHER REQUIREMENTS NEEDED
- 90% of individuals typically have location services turned on
- Does not require Physical BEACONS
- Location File Import and Export Capability
- Granular Localization via Custom Shapes & Sizes
- Target location visitors or event attendees for 1 day – 30 days
- Serve ads across the 600,000 App’s we have access to
Solutions That We Utilize For B2B Companies
Capture Demand Already Searching For You
Need to gain more leads and exposure from Google Ads? We are Google Ads certified and work on million dollar campaigns for clients.
Reach decision makers on the “rest of the web”
Google and Facebook are huge channels. But there’s still another world out there. Our programmatic solutions allow companies and brands to reach their ideal audience in a targeted way.
Rank For The Terms Your Buyers Search
Want to increase organic traffic? Our team can build an SEO plan allowing your company to rank for local and national keywords centered around those actively searching for you or expressing a need.
Use Social Media To Advertise To Your Ideal Audience
With our sophisticated and custom tailored advertising solution, we can get as granular as you want to target those most likely to engage with your brand. Learn more about our social advertising solutions.
Reporting For ALL Your Campaigns
This is an area we love to talk about. With analytics, we can determine what’s effective and what’s not and turn ineffective campaigns into positive ROI campaigns for our clients. You will receive regular reports highlighting the most important functions of your campaigns and we will report on everything via one dashboard.
Digital Execution Process For B2B Companies
1
Digital Analysis
This forms the basis of your digital needs so our team can understand your ideal customer, your business goals, any existing advertising and marketing you’re doing, and how we can develop a digital plan of action.
2
Creative Development
What will you say when you show up? That question matters more than anything. Here we take your messaging and build Ads around it.
3
Campaign Development
From demographic targeting, geographic, and behavioral targeting to campaign objectives, we will build a granular campaign to reach your target audience.
4
Analytics/Reporting
Now we can pull all our advertising into a clean reporting system that you can easily review and dissect.
5
Optimizations
After running the campaign for 1 – 2 weeks, we start our optimization process with split testing ads, changing targeting parameters, and checking CPA goals.
Frequently Asked Questions About B2B Inbound Marketing
How is B2B different from the B2C campaigns you run?
The buying committee and the timeline. A B2C purchase is usually one person deciding in days, while a B2B deal involves several stakeholders over months, so the campaign has to reach more than one job title and stay in front of them long enough to matter. That is why our B2B work leans on retargeting, CRM matching and marketing automation rather than expecting a first click to convert.
Can you reach specific decision makers at target accounts?
Yes, several ways. CRM retargeting matches a list of email addresses and serves ads to those people. Addressable geofencing targets the residential or office addresses of known decision makers. And office-building fences reach people who work at a specific location. Most account based programs we run use two or three of those together.
Do we need HubSpot to work with you?
No. We are a HubSpot partner and we run our own agency on it, so we know it well and can implement it if you want the automation layer. But the advertising, retargeting and measurement work runs regardless of which CRM or automation platform you use, and we are happy to work inside what you already have.
How long before we see results with a long sales cycle?
Leading indicators move inside the first month, revenue takes as long as your sales cycle takes. One B2B publishing and distribution client saw a 91% lift in paid search conversion rate and a 12% reduction in cost per lead in the first month, with revenue growth of 50% month over month following behind it. If your average deal takes six months to close, judge the first quarter on pipeline created rather than on revenue booked.
Can you geofence trade shows and industry conferences?
Yes, and you do not need a booth to do it. A fence around the venue during the show dates builds an audience of attendees, and they stay reachable for up to 30 days afterwards, which is when the follow-up conversation actually happens. One national accounting firm used exactly this and hit a 0.15% click through rate against a 0.1% benchmark while pushing attendees to its booth.
What does a qualified B2B lead cost?
It varies enormously by industry and deal size, and cost per lead is usually the wrong number to optimize toward. A $2,000 lead is cheap if your contract value is six figures and expensive if it is four. We would rather agree on a target cost per qualified opportunity up front and work back from there. For context, one B2B client’s cost per lead fell 12% while conversion rate rose 91%, which is the pattern to aim for.
Can you connect ad spend to pipeline and closed revenue?
That is the point of pairing advertising with marketing automation. When the CRM is wired to the campaigns, a lead carries its source through to the opportunity and the closed deal, so you can see which channel produced revenue rather than which produced form fills. Getting that plumbing right early is usually the difference between a B2B program you can defend and one you cannot.
Do you work with the sales team or only with marketing?
Both, and B2B programs fail when those two are disconnected. Marketing automation is as much a sales enablement tool as a lead generation one, covering sequences, lead scoring and routing so reps know which leads to call first and what those people have already read. We would rather sit in a room with both teams at the start than hand marketing a lead count that sales does not trust.
If your organization would benefit from investing in advertising solutions many of your competitors are not taking advantage of, contact us today.
“47% of consumers surveyed stated that they would be likely to shop from a retailer that offered promotions when they are nearby. “
“Studies suggest that when a user isn’t surfing the web on his or her phone, he or she is likely to spend 86% of smartphone time using apps.”
Geo fencing can be the key differentiator in your business targeting the audience that matters the most to your company.
Why would you not want to be in front of those active buyers? We can get your company ranked.
Fill Out the contact form or call us at 1 (877) 776-7358.