Optimizing campaigns for quality leads

Description

Video 30 minutes + PDF slides

Optimizing campaigns for quality leads

Lead generation strategies are evolving beyond the simple in channel conversion rates and CPA.

We’re now being held to metrics further down the buyer funnel like lead quality, MQLs, and closes. I’ll discuss how our strategies for leveraging CRM data into account optimization, leveraging lead scoring, and understanding buyer cycles allowed us to hit our goals.

Who is Michelle Morgan

Michelle Morgan is the Director of Client Services at Clix Marketing. She has honed her PPC skills over the past 8 years in both in-house and agency roles, managing accounts in many different industries and markets. Her passions are around audience targeting and cross-channel dynamics between search and social. She’s a regular industry speaker at events like Pubcon, SMX East, SMX West, SMX Advanced, HeroConf, Engage PDX, and Utah DMC, and in 2018, Michelle won “SEM Speaker of the Year” at the Search Engine Land Awards. She’s also a contributor to Search Engine Journal, Social Media Examiner, WordStream, and more.

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All speakers are chosen carefully among the best PPC professionals in the world and these videos are recorded exclusively for ADworld Experience (2019 speakers).

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