Include pricing in ad copies to prequalify users and drive better B2B leads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 28, 2022, 2:51 AM GMT+0

One of the significant challenges B2B marketers face is that keywords alone do not fully delineate a user’s intent.

B2B companies should consider prequalifying leads with ad copies to generate high-quality leads. Instead of general keywords, marketers should use specific keywords like “Enterprise Managed IT Services” and “For Businesses with 100+ Employees” in their ad copies to generate only interested leads.

Including pricing in the ad copy can effectively discourage clicks from people who cannot afford their services. For instance, using phrases like “Starting from $500/month” will help brands deter searchers who are not willing or able to spend at least $500 a month – resulting in only genuine, interested and highly targeted leads.

They should also include keywords that address the audience’s actual problems. Using a combination of both first-party and third-party audiences in campaigns can help marketers expand their reach. Marketers should also include enough form fields on landing pages and showcase trust signals with logos and testimonials from satisfied clients.

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