Is PPC a good lead generator for B2B clients?

That depends on how you define a “lead.” There seems to be a disconnect between how sales defines a qualified lead vs. a marketing defined lead.  This is especially a problem for some of our B2B clients that utilize Pay Per Click (PPC) advertising to generate leads.

.Com Marketing uses a technology platform that optimizes conversion rather than just the number of visits.  Over time, this delivers more leads that engage and take action once they click through to the landing page.  The disconnect is in how a  “lead” is defined. Many B2B companies are sales focused and define qualified leads as “someone ready to buy.”  Therefore, when they look at campaign goals stated as visits, web events and calls – they tend to discount any lead that doesn’t result in an immediate sale.

Marketing defines a qualified lead as a prospect with a need that can be filled by a product or service and that has the access and ability to buy.  Marketing sees the value in filling the sales funnel with people that can buy, even if they are not ready yet.  This is especially true for B2B clients that generally have longer sales cycles and can have higher price points.  This is often why B2B companies are sales driven, because it takes relationship building and persistence to close a sale.

Dave Green for Marketing Sherpa defines the difference between sales and marketing well:

• Marketing improves the probability of success across a pool of responders.
• Sales identifies the probability of success for a particular responder.

If B2B companies accept that these 2 approaches are complimentary, Pay per Click advertising can be a very useful tool for attracting a pool of likely customers.  PPC is a very valuable tool in filling your sales funnel and should not be measured only by immediate sales. People that raise their hand and opt-in to hearing more from you are strong prospects that can be nurtured with future communications throughout the buying cycle.

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