B2B Web Strategy Blog - eMagine

I Love This Medium.

October 22nd, 2007 Posted by: Bill Gadless

My company recently closed a deal with a company located several states away from us, in a region we’re really not doing much (or any) marketing in.  Most of our Google marketing is done specifically within the regions we’re targeting.
The lead came in a couple of weeks ago, and we just closed the deal. (I could go all day about the incredibly short sales cycles we see with Google leads – save that for a future posting).  So rather than trying to get the client to answer a bunch of questions about how (exactly) he found us, how he used our website, etc., we utilized the invaluable power of Google Analytics and determined:

• The lead came in by typing in “website design new jersey” into Google
• He went directly to our landing page from the Google Adword and filled out a form on that page before doing anything else
• 5 minutes later he went to our white paper form and downloaded our 3 whitepapers
• Our ad position for “website design new jersey” was #1
• The click cost us $3.42
• The person was on Comcast’s network
• Location of searcher: Chicago, IL
• First-time visit: Yes
• Time on Site: 6:18 (min:sec)
• Pages Viewed: 5
• Exact click-path determined as well

Compare the above to “old” marketing (magazine ads, billboards, tradeshow booths, etc.) 
Has there ever been a type of marketing even close to as measurable and easy to analyze as search/web marketing?

Entry Filed under: B2B Web Strategy