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Google Ad b2B Lead gen and Free Emails
I’m running a large lead gen campaign for a B2B company and I’m running into an issue where a majority of my leads are giving their gmail account rather than a work email. Any ideas you could recommend on how to combat this? Field name is currently work email but I’m thinking it might be people using auto fill and then not changing it.
Anybody have experience throwing an error for known free email providers?
Open to testing new ideas!
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8 Replies
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That is not a PPC issue, but a UX/UI issue.
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What kind of businesses are you targeting?
Outside of customers not understanding that the service is targetted at businesses and not general consumers, it might be that these people genuinely do not have email addresses tied to a business domain eg bobswindowwashing@gmail….
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explicitly say, “work contact email” Or add another field and make it required,
email
and
work emailthat way you can try both when contacting the lead. People are going to do what their going to do ,but being more explicit with what you want will help steer the results in the direction you want.
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In addition to UX/UI i would consider targeting business owners so they are more willing to enter that
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If the lead is the decisionmaker in the organization, why does this matter that much?
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We’ve remedied this with a simple script on the page that blocks the common free email providers. I’d send you a link but its pretty dependent on your form. It obviously doesn’t help with unqualified clicks to the page but at least you don’t have to swim through all the trash.
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You can block the free email providers but there’s ways of getting around that and you’ll end up with dud emails. If someone doesn’t want to give you their emails they don’t have to and there’s ways of making temporary email inboxes now for ebook links etc.
You can do a lot with free emails though – they work better for custom audiences and have higher match rates. Most of the time when someone gets serious about the product they’ll give you their work email when they’re ready to buy. Why try to make the process so much harder for them to learn about you when you could be making better engagement experiences?
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I want to come at this from another angle, because this pisses me off almost daily.
I work in private equity now mostly, but I also started several companies and am on the board of several, etc. Point is, I have about 40+ active corporate email addresses. I use a single generic provider to consolidate ALL of them. When I request marketing collateral or anything, I use that one email address. Why? Because it is easier. I have buying authority at dozens of companies (actually many more, but that’s a tangent), and I am almost always inquiring about multiple vendors on behalf of multiple companies.
If I use the email address of an agency we own, I get a pitch catered to agencies. If I use the email address of a fintech company we own, I get a pitch catered to fintech (and higher prices quoted initially…I’ve tested.) If I use the email address of a marketing SaaS, they may say we’re not their target customer right off the bat. If I use the private equity email, they often assume we want to buy them. You get the idea. Using a generic email saves me time and trouble. I just want the info I am requesting, not a fucking STD test and credit report or a personalized proposal. That all comes later.
My particular consolidated email provider was put on a “non-corporate” list for some reason and many, for example, Hubspot users use that data. Will not even accept the form submit. For awhile, we would take the time to call and explain. Or we would write in our situation if there was a comment section or chatbot. Now, we just mark those companies off our potential vendor list.
We signed a deal with a CDP vendor for over $12MM in 2020. One of my only joys last year was sending a copy of the signed contract to the CEO and CMO of their competitor…the one that made it impossible for us to assess them because they refused my 30+ emails and literature requests mainly because my email address is “non-corporate.” (The dickhead sales engineer we finally reached also didn’t help. I also noted that in the letter I sent with the signed contract.)
All this talk about customer journeys and shit and people shoot themselves in the face right at the start sometimes. Usually you expect a little foreplay before you stick it in. Automate some of the qualifying, and don’t start by pissing off a potential buyer.
