Buy Cycle Analysis
Opportunity Mining project identified $180 Million in Missed Review Opportunities from not understating how Tech B2B Buyers Search for Products.
Project Objective
Fortune 50 technology companies wanted to understand the missed opportunities by building out topic clusters and use Customer Interest Modeling methodologies to understand the phrases customers used to enable them to identify audience segments, buy cycle, and persona attributes to enable better content creation, engagement to ensure the largest share of opportunities are captured.
Approach
Imported and classified more than 8 million unique search queries over the past year.
Classified by 6 phases of their buy cycle
Classified by personas and purchase intent
Merged paid search and organic search data, including impressions, clicks, and rank, to understand the share of searches captured for all.
Use paid impressions and organic top 5 ranks as a proxy for “exposure.”
Aligned to client’s MQL waterfall models to estimate opportunity
Results
In addition to the various process changes, collaboration alignment, and ongoing revenue capture, we achieved these results:
93% of interest and purchase queries had no exposure
$180 million missed revenue opportunities
$65 million in direct incremental search influenced revenue captured in 6 months
