Technology and software
Buyers research heavily before talking to anyone, compare against international competitors and decide by committee. A generic corporate site loses to clear documentation.
What changes in the pipeline
- Booked demo as the conversion, with company size and use case recorded
- A page per use case and per integration, which is how this buyer searches
- Recording who else decides: technical approves, finance signs
How we measure results here
Cost per qualified demo and average cycle to signature.
The objection that always comes up
Our product is too technical for search marketing.
It is too technical for generic ads. People searching "integrate X with Y" or "alternative to Z" are at the end of the research and decide fast.