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However, what this case study will show is the actual process by which we achieved success.And the process is the key, as the process can be replicated by almost any small to mid-sized B2B company, regardless of industry.The client in this case study is involved in business consultancy, but they faced the same challenges that I see a ton of smaller B2B companies face: Like most B2B industries compared to B2C, it’s not about huge volumes of customers – consulting is about building intimate relationships with customers, which helps significantly with repeat business.
The expression “knowing just enough to be dangerous” springs to mind!
So while they were getting some leads, they were also getting a whole bunch of irrelevant enquiries and were struggling to work out what was working and what wasn’t.
However, if you’ve got a great product or service (I’ll get to this later), with a bit of patience and know-how, there’s no reason you can’t do exactly what we did for our client.
Which was to turn a company that was generating almost zero dollars from their online marketing into one doing well over $1 million per year, all in !
Today I’m going to share one of my favourite Business to Business (B2B) digital marketing case studies because I believe it’s a compelling way to show how digital marketing in general, and Pay Per Click (PPC) campaigns in particular, can boost almost any B2B business with the right approach.
Since I’m revealing key company information I’ve got to keep the identity of the company confidential.
So our objective was to convert what was a traditional B2B company website (more or less an expensive brochure) into an efficient lead generation machine.
In other words, we wanted to find people who were looking for consulting and get them to call or fill out an online form with their contact details so the sales team could follow up.
As with many small businesses, the owners often wear many hats and they’re the kinds of “can-do” people that will usually try to both learn and save money by doing things themselves.
The owner had taken a stab at setting up Google Ad Words himself and created a few campaigns, but without a thorough understanding of Adwords it can be a minefield.