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Redefining B2B Advertising Strategy

Quality Over Quantity in Conversions

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Find out how we improved lead quality and reduced the burden on the client’s sales team in Conversions

Company Background

Lemax is a B2B company specialized in software solutions for the travel industry, and a partner to their clients as they continue to grow. Lemax operates globally, offering a complete specialized software solution for mid to large-sized tour operators and DMCs. Their solution automates the entire workflow with suppliers, partners, and customers (Centralized Product Inventory, Booking and Sales Automation, Package Builder and Operations, Unified CRM, Centralized Communication, Ultimate Workflow Automation, Connect with Third-Party Suppliers, Online Booking API, Product Distribution, Branded B2B Portal).

Expectations

Lemax wanted to increase the number of individual qualified leads. At the same time they were aiming to ease the sales workload while maintaining quality. While initial campaigns on specialized platforms (e.g. Capterra in case of Lemax) proved successful, Google Ads and organic traffic led to excessive inquiries, straining the sales team. They are also active on LinkedIn.

Our job was to prepare the new GAds strategy that will ease the sales workload while maintaining lead quality. 

Campaigns were supposed to be active worldwide, but with focus on top target markets that were expected to bring the most value.

The initial focus was on acquiring more qualified users through paid ads on Google.

Goals

Increase the number of conversions

Enhance conversion quality

Reduce the unqualified leads load on the sales department

Solution

Initially, our B2B client sought high conversion numbers, but this proved overwhelming for their sales department. The inquiries that came in the system were the result of searched terms with which we targeted the desired audience. However, those same terms are equally searched by users for whom Lemax’s solution is simply out of their price range. The company targets mid to large-sized businesses rather than attempting to reach every smaller organization that may also find the solution interesting.

The challenge lays in promoting a specialized, expensive product within the long-term customer acquisition process. 

To alleviate the burden and improve conversion quality, we shifted focus from volume to precision in advertising strategy. B2B industries, especially niche ones like Lemax, are very challenging and can be very different from the advertising strategy of other industries. While Smart Bidding is a potential solution, for niche sectors like Lemax, combining Smart Bidding with common sense proves more effective. Monitoring lead quality is paramount, although importing sales as conversions, which we refrain from doing with Lemax due to the limited leads, proves beneficial in other cases. Quality Scores (QSs) pose challenges, primarily due to landing page experiences. It can significantly impact a B2B client as it directly influences the efficiency and cost-effectiveness of their advertising campaigns by affecting ad rank and costs in platforms like Google Ads.

Based on client feedback about their most successful acquisition locations from previous advertising efforts, we reorganized campaigns by segregating top-performing locations from other locations to tailor strategies for each accordingly. We delved deeper into Micro-Targeting by specifically focusing on travel companies and micro-locations relevant to our client’s audience, considering that decision makers within larger travel agencies were the driving force behind purchases. Researching the online search behaviors of decision influencers, we utilized insights from our client’s IT department to refine technically-oriented keywords tailored for those who influence managerial decisions in their industry. We adjusted ad content to specifically appeal to larger tourism industry companies with 100+ employees and recommended refining the client’s website messaging to better align with the intended audience.

Results

Through collaborative efforts and regular monitoring, despite fewer conversions, the quality improved significantly, relieving the sales department and ensuring more relevant leads for the client’s specialized services.

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