In a recent published study by Bizible (article), as well as many other reports, it’s stated that online search advertising generates the most leads in 9 of 10 industries. But the question remains; does search generate sales as well as lead generation? The answer lies in the ability to track leads from their source. Once it’s been established that search marketing impacts sales greatly, the question of how to maximize revenue and return appears.
Does search generate sales as well as lead generation?
If so, how can you maximize revenue and returns?
SEM integration is the answer to these two questions.
What is SEM Integration?
It is search engine marketing integration which integrates the services of lead management and search engine marketing. The goal is to maximize revenue and return by tracking quality of leads and using that information to optimize your search marketing campaigns.
Why is it important for B2B businesses?
Not all leads and conversions are of the same quality and true return comes from paying customers. Because of this, marketers need to quantify the value of digital marketing channels and campaigns in terms of qualified leads and sales completions.
Because Google Analytics neither tracks the status of signup leads after a free trial or an evaluation, nor it links campaign ad spending with conversion source, it cannot track accurate search marketing performance. Since current lead management systems also cannot track source of lead by campaign, keywords and ad spending, they cannot quantify search engine campaigns and ad performance.
Generally, marketing automation software is better equipped to track campaign performance. However, it still cannot optimize search marketing campaign performance unless it customizes data integration with PPC management software.
Therefore, until now it has not been possible to find a true marketing optimization solution that can be plugged into your search marketing campaigns. Now, it is available from Varazo as SEM integration of ClickSweeper, PPC management software and ConversionSweeper, lead management and source analytics software. The solution also offers integration with Salesforce and other lead management software through API and can be applied to most B-B business’s search engine marketing.
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