Below are case studies representing some of the B2B search marketing work I've done for clients.

Public Telecom
This publicly traded telecommunications company competes against some of the largest in the world, both in the US and across strategic markets worldwide. I started with the company in the early days of its PPC program and have grown it more than 2000%.
America Can!
This non-profit organization supports kids by providing education to at-risk youth who have left the traditional school cycle. Their car donation program is highly seasonal and its success has been heavily influenced by search traffic.

About

Savvion offers business-critical software, solutions, and services in the business process management (BPM) field. They market their solutions globally and maintain many of the Fortune 100 as their customers.

Objective

Savvion’s pay per click campaign had previously been run internally by their very busy VP of Marketing. Without the time to devote to the campaign, nor the expertise to take advantage of their budget, they knew it was time to seek help. Starting with a campaign that was unmeasured, they needed everything from initial baseline metrics to improved results for cost/lead and lead quality.

Solution

Tracking implementation was the key to success here, as they didn’t even know what was wrong in order to fix it. After the metrics were in place, the campaign was restructured to take advantage of their competitive position in the market. Thousands of keywords were generated to replace their original 20, helping to improve their cost/lead and generate more qualified traffic. Particular focus was placed on negative keywords which helped them avoid spending money on searches for beats per minute, which is an alternate option of the BPM acronym for their product. Offer and landing page testing, which was started after the baseline was established, continues to this day.

Results

Savvion saved over $20,000 in the first three months alone, and has since been able to reduce monthly spending while increasing leads generated. Their cost/lead is now less than 10% of their initial baseline.

Monthly Spend	Monthly Leads	Cost/Lead	Conversion Rate
-66%	+285%	-91%	+289%