{"id":67847,"date":"2023-10-10T14:31:00","date_gmt":"2023-10-10T14:31:00","guid":{"rendered":"https:\/\/morningtrain.dk\/guide-optimising-b2b-marketing-campaigns\/"},"modified":"2026-04-17T12:57:14","modified_gmt":"2026-04-17T12:57:14","slug":"guide-optimising-b2b-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/guide-optimising-b2b-marketing-campaigns\/","title":{"rendered":"Guide: Optimising B2B marketing campaigns"},"content":{"rendered":"\n

Leadgenerering<\/p>

10. oktober 2023<\/p>

Guide: Optimising B2B marketing campaigns<\/h1><\/div>

The campaigns are now up and running, and then the long, hard slog of ongoing optimisation begins. But how do you actually do that? And how should you approach the work? This post contains guidance on what to do in different scenarios, based on how your campaigns are performing. <\/p><\/div>\n\n

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\n Indhold\n <\/p>\n \n Hvad skal du kigge efter\n <\/a>\n \n Har du f\u00e5et leads?\n <\/a>\n \n Trafik, men ingen leads\n <\/a>\n \n Ingen trafik og leads\n <\/a>\n \n Ingen eksponeringer\n <\/a>\n \n Mange leads\n <\/a>\n \n F\u00e5 men dyre leads\n <\/a>\n <\/div>\n

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Note<\/strong>:<\/h3>\n\n\n\n

My examples are based on Google Ads<\/a> and LinkedIn, but the logic can easily be applied to e.g. Facebook, Instagram, SEO<\/a>, etc. <\/p>\n<\/div><\/div><\/div>\n\n\n\n

What should you look for?<\/h2>\n\n\n\n

It is important that once the campaigns are running, you spend your time only on what stands out to you.<\/p>\n\n\n\n

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You can always tinker in an ad account and find 1%, 3% and 15% more by tweaking small things here and there.<\/p>\n<\/div><\/div><\/div>\n\n\n\n

These minor adjustments must be weighed against the output, and if you spend a lot of time finding small improvements, then input and output do not align\u2014the time would be better spent on the big picture.<\/p>\n\n\n\n

My claim is that if you have some experience with LinkedIn or Google Ads, you can easily deliver a better-performing effort than the specialist with 5 years\u2019 experience\u2014if, in return, you are significantly better at keeping the overall picture in mind and prioritising accordingly.<\/p>\n\n\n\n

When you log in to your ad platform, you will most likely encounter one of the following scenarios:<\/p>\n\n\n\n

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  1. Has anything generated leads?<\/li>\n\n\n\n
  2. There is traffic, but no leads<\/li>\n\n\n\n
  3. There are many impressions but no traffic or leads<\/li>\n\n\n\n
  4. There are no impressions or traffic<\/li>\n\n\n\n
  5. There are many leads, but the budget is limited<\/li>\n\n\n\n
  6. There are few leads, but they are expensive<\/li>\n\n\n\n
  7. You are getting leads, but they are not qualified<\/li>\n<\/ol>\n\n\n\n

    Under each scenario, I have written what is most likely behind the result you are seeing, as well as how to fix it.<\/p>\n\n\n\n

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    Scenario 1: Has anything generated leads?<\/h2>\n\n\n\n

    If yes, start by \u201czooming in\u201d on this effort to see whether there is a way to scale this output.<\/p>\n\n\n\n

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    You start here because it is the first indication of whether there is anything in the campaign with potential.The campaigns that have not performed yet are still just empty hypotheses.<\/p>\n<\/div><\/div><\/div>\n\n\n\n

    Next, you want to know whether you can isolate the parts that have performed; is it a specific ad that has generated leads?<\/p>\n\n\n\n