Kenny Products is a wholesaler of lanyards and badge accessories based in Torrance, California. They are one of the largest and most trusted online wholesalers in the industry with over 35 Years of Experience.
After a decade of handling digital marketing internally, they partnered with Bonza Marketing in 2016 to grow revenue from their B2B E-commerce website kennyproducts.com.
Kenny Products didn’t expect these results
We were able to lower cost per quote request by 50% from $285 to $132. This was achieved by aggressively optimizing Google Ads and obsessive website conversion rate optimization.
By this time, Kenny Products was looking for new ways to grow without having to substantially increase advertising budget in Paid Search. After testing many approaches, we eventually devised the ultimate lead generation system customized for their specific industry.
The new system was created with these objectives:
The B2B Lead Generation system is made of 4 key components: Precision targeting, behavior tracking, conversion rate optimization, and retargeting & email automation.
Specific audiences based on behavior, interest, demographics, and job title. Audiences are segmented based on level of engagement with the brand and products.
Tracking behavior from first touchpoint with videos ad to on-site browsing behavior. This includes actions such as percent video watched, add to cart, quote requests, catalog requests, phone calls, and checkouts.
Configuring the optimal marketing funnel that takes visitors from ads to view products and converts them into clients.
Creating multiple opportunities to retrieve visitors and turn them into buyers. If a visitor leaves without converting, they are targeted with videos ads and email to re-engage them.