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Lead Gen Accelerator Program

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The intersection of problems and solutions.

Paid search is the best channel for capturing your target persona in their time of need.  Especially for new companies looking to engage prospects in a highly competitive search market when organic rankings have not taken hold. 

Leveraging paid search campaigns can supplement the lack of non-branded  organic search visibility. Investing in high-intent keywords for page 1 positions, brands can engage prospects while testing messages, assets and to better understand ICP behaviors.

Paid search not only provides immediate leads for your sales pipeline, but also gathers critical data to inform a strategic SEO plan.

 

B2B-Paid-Search-2024-Microsoft-Select-Partner
Google Partners - Paid Search Campaigns

Benefits of B2B Paid Search Marketing

Expedites Page 1 Visibility for Priority Search Terms

Startups have a short runway for securing a place in the competitive landscape.  Waiting for pages to rank organically is not an option.  Paid search can instantly shuttle a brand to page 1, allowing companies to introduce their solutions to a highly targeted audience.

Engaging Your ICP In Their Time of Need

Paid Search campaigns have the advantage of meeting an ICP at the moment they are exploring solutions or resolution to a specific pain.  Their intent is high and their interest is in real time. 

Shortens the Path to Conversion

  • Paid search ads work best when the end user is presented with a clear call-to-action
  • Searchers then click an ad, expecting to download a piece of content, register for a webinar, schedule a demo, etc.

Leveraging ABM Lists in Campaigns

Create and utilize Account-Based Marketing (ABM) lists to deliver personalized campaigns.

Segment audiences to tailor messaging and assets for specific groups.

Examples include:
  • Marketing to an existing database.
  • Targeting Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and opportunities (Opps) still in the pipeline.
  • Supporting sales outreach and nurturing prospects through the funnel.

Campaign Execution and Optimization

  • Launch campaigns with defined budgets and timelines.
  • Monitor performance regularly and adjust strategies as needed.
  • Use A/B testing to optimize ad creatives, keywords, and landing pages.
  • Analyze search query reports to identify new keyword opportunities and negative keywords.

Building Your Paid Search Marketing Programs

KICKOFF

Identify stakeholders, timelines & expectations. Categorize and prioritize service offerings/solutions/technologies, establish program OKRs & goals.

TARGETING

Identify target personas, total addressable market (TAM), ideal customer profile (ICP), ABM lists & key accounts, target competitors.

CONTENT JOURNEY

Identify customer journey stages. Align personas, pain points, and interests. Map stages to content, pinpoint gaps, and determine content production needs.

R&D

Analyze lead database,  lead scoring methods, sales cycle. Audit PPC setup & data.  Research competitive landscape, keywords (+/-),  adjacent technologies.

STRATEGY

Paid media strategy recommendations, paid search/paid social structures, budget allocation, campaign rollout schedule, content & design production schedule.

OPS & ANALYTICS

CRM workflows, response emails, lifecycle stages, list building, SFDC campaign tracking. Analytics setup for GTM, GSC, GA4, key events, conversion tracking. Aggregate reporting, custom dashboard setup.

PRODUCTION

Production of accounts, campaigns, ad groups, keywords, text ads, ABM lists. Design & messaging for landing pages, image ads, email templates, animations, new content pieces.

OPTIMIZE & SCALE

Once programs are live, optimization starts. Nephila will monitor KPIs, lead quality, pipeline influence and ROAS. We'll identify areas to streamline or areas where we can double-down.

Connect with us to learn more about our service plans and pricing tiers

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