“We target b-to-b companies with a complex sales cycle who spend at least $1 million a year on marketing,” he said, adding that he looks at every conversion as well.
For example, prospects who simply click on a keyword are not considered conversions. Rather, they must click and then go to the landing page, where they are presented with a form and an offer for a free white paper or product demo.
“If they fill it out, that is a conversion,” Miller said.
The next step with Enquiro will be to further refine keywords through testing and further optimize the landing pages.
“I still am looking for two times to three times more [conversions] than where we are today,” Miller said. “I'm confident we can get there through the process of continuous monitoring and refinement.” M