Advertising on a long B2B transaction
What steps to count after leads: the appropriate contact, CP request, negotiations and result. Why the price of a form doesn't show everything
- Topics
- Marketing, Analytics
- Date
- Reading time
- 2 min
In construction and manufacturing, weeks or months may elapse between the first inquiry and contract. Therefore, the evaluation of advertising only by forms for the current week gives an incomplete picture.
Separate the stages
Inquiry arrived, the manager confirmed compliance, the company received initial data, prepared a KP, entered negotiations. For each stage, understandable reasons for failure are needed: the wrong object, region, volume or deadlines. It helps to see which campaigns attract the right people.
Don’t wait for the deal to close for first conclusions
The quality of the contact can be assessed before the contract is signed. If a campaign has led several requests for the right service with real projects, this is an important signal. But it is also impossible to promise a payback for one month with a long sales cycle.
Tie the team up
Advertising specialist should receive brief feedback from sales. Sufficient status and reason for refusal without the transfer of unnecessary personal data. The site and ads are then refined for recurring reasons.
The “post-effect” will help to link advertising data with the quality of inquiries and offer a clear format for the report. Service: B2B advertising and analytics.
