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Genpact to Acquire Industry-Leading Digital Consultancy, Rightpoint

STS News Desk
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Genpact to Acquire Industry-Leading Digital Consultancy, Rightpoint

Fusion of experience innovation and process innovation enables end-to-end digital transformation for enterprises

Genpact, a global professional services firm focused on delivering digital transformation, announced a definitive agreement to acquire Chicago-based Rightpoint, a premier digital consultancy with technology at its core. The deal is designed to bring experience and process innovation together to help clients drive end-to-end digital transformation and win in the growing experience economy. Rightpoint’s co-founder Ross Freedman will continue as CEO of this business.

The convergence of market forces and consumer demand has elevated the role of experience from that of a front-end design function to a strategic lever that has the ability to impact the entire organization, connecting the front, middle and back office. In fact, leading industry analysts predict rapid growth in experience innovation and have estimated the experience market to be more than $30 billion for middle and back office functions in 2019. More broadly, Forbes reports that 89% of enterprises are competing on experience, up from 36% in 2010. SAP states that experience is now the organizing principle of the global economy and solving the experience gap is a $1.6 trillion problem.

Read More: Audiens Expands Technology Partnerships With Mailchimp And Adjust

“To compete in a digital-first world, drive better outcomes, and unlock new business models, businesses must be able to drive transformation throughout an organization – from customer experience through to operational processes,” said ‘Tiger’ Tyagarajan, president and CEO, Genpact. “In the next two years, the fusion of experience innovation and process innovation will become ‘table-stakes’ as organizations look to reposition themselves in the market. I am very excited to have Ross and the very talented Rightpoint team join Genpact as we together help transform our clients’ businesses in this experience economy.”

This acquisition combines Genpact’s deep process, domain, and digital expertise with Rightpoint’s proven ability to create impactful experiences for both customers and employees. Genpact’s global reach and client base will help fuel Rightpoint’s continued expansion, as it focuses on growth, which will also include expanding core offerings.

“We have always believed that every company is either a technology company today or will need to reinvent themselves to become one tomorrow. To thrive in the experience economy, organizations must successfully redesign and transform all aspects of their business from the front office to the back office,” said Ross Freedman, CEO, Rightpoint. “Joining Genpact allows us to realize our vision of helping clients succeed at the speed of innovation.”

Read More: Appy Pie’s Live Chat To Enhance Customer Support And Lead Generation For Small Businesses

Today’s news builds on the ongoing investment Genpact has made in deepening its experience expertise organically and through acquisition, including the 2017 acquisition of TandemSeven, an experience consultancy. These early investments have proven to be a critical differentiator in Genpact’s ability to win and drive large-scale end-to-end transformation for its clients and is a key source of value creation. The addition of Rightpoint to these existing capabilities will significantly accelerate the ability to drive transformative outcomes for clients.

Rightpoint was founded in 2007 and has made a name for itself as a leading authority on customer experience. The company was ranked 28th fastest growing technology consultancy in America on the Inc. 5000 and serves more than 250 Fortune 1000 companies. In 2015, Rightpoint partnered with private equity firm Stella Point Capital to help fuel its growth. The company has five core solution areas, including customer experience and engagement, commerce, digital products, digital workplace, and digital operations.

Terms of the transaction are not disclosed. The acquisition is subject to customary closing conditions, including the expiration of the waiting period under the Hart-Scott-Rodino Antitrust Improvements Act. Morgan Stanley & Co. LLC acted as the exclusive financial advisor to Genpact. CG Petsky Prunier, part of the Canaccord Genuity Group, served as the exclusive financial advisor to Rightpoint.

Read More: Artificial Solutions And Mobinology Announce Partnership Agreement

Claro Enterprise Solutions Partners with Talkdesk to Resell Omnichannel Contact Center Offerings

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Claro Enterprise Solutions Partners with Talkdesk to Resell Omnichannel Contact Center Offerings

Agreement Focuses on B2B and B2C Solutions for Multiple Industries; Will Accelerate Growth and Expand Market Reach for Both Firms

Claro Enterprise Solutions, a leading global technology services company, announced a partnership with Talkdesk, Inc., the cloud contact center for innovative enterprises, to provide solutions to meet increasingly demanding requirements around customer engagement.

Under the agreement, Claro Enterprise Solutions will resell Talkdesk’s comprehensive range of omnichannel contact center solutions that integrate live chat, e-mail, SMS, social listening, mobile apps and calls. The solutions are designed for both B2B and B2C organizations in industries that include Retail, Hospitality, Healthcare, Financial Services and Technology.

Read More: TechUK Launches Study Asking, “What Does B2B Tech Sales Need From Marketing In 2020?”

Talkdesk Enterprise Cloud Contact Center provides robust capabilities – including intelligent routing, omnichannel, artificial intelligence (AI) and analytics combined with mobility and security – that allow organizations to streamline employee communication, increase agent productivity and improve customer experience.

The new partnership offers Claro Enterprise Solution customers an integrated set of Cloud communications and contact center solutions from a single provider, delivering operational efficiencies and greater usability. Businesses can reduce vendor management costs, ensure tighter interoperability and integration among different tools, and better synchronize technology upgrade cycles.

“Talkdesk’s contact center solutions are directly aligned with our strategy to help businesses enhance customer engagement in a flexible, agile and cost-effective manner,” said Fernando Rojas, Senior International Product Manager for Voice and Collaboration at Claro Enterprise Solutions. “This partnership positions us to deliver tailored, Cloud-based contact center solutions that enhance operational efficiencies and usability.”

Read More: Demand Spring Expands Dynamic Leadership Team

Enterprise Cloud CCaaS, powered by Talkdesk, is an over-the-top solution that bundles critical contact center capabilities for inbound and outbound communication. By integrating functionalities such as advanced voice services, real-time and historical reporting, intelligent routing and omnichannel interactions into a single solution, businesses of all sizes are empowered with the right tools to enhance customer and agent satisfaction.

Through the partnership, Claro Enterprise Solutions will deliver Talkdesk’s offerings to businesses of all sizes, ranging from local organizations and single-location companies to multinationals. Flexible bundling of specific technologies enable solutions to be tailored to customers’ unique requirements. Global support operations provide dedicated incident and service managers 24x7x365.

“We are excited to form this strategic partnership with Claro Enterprise Solutions, an established leader in the global technology services industry, to provide a new contact center offering,” said Tiago Paiva, chief executive officer, Talkdesk. “Deploying new technologies in contact center environments enables greater collaboration across departments, empowering the entire organization to participate in customer care and make customer experience a competitive advantage.”

Read More: Efinix To Showcase Trion MIPI Solutions At MIPI DevCon Taipei

Intelligent Demand and Sendoso Announce Strategic Partnership

STS News Desk
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Intelligent Demand and Sendoso Announce Strategic Partnership

Expert Revenue Growth Agency Strengthens Ability for Clients to Create Personalized Non-Digital Customer Experiences Through Partnership with the World’s First Sending Platform

 Intelligent Demand, a leading integrated B2B revenue growth agency, announced a partnership with Sendoso, the world’s first Sending Platform (SP). Together,  Intelligent Demand and Sendoso will give customers access to the technology, services, and expertise they need to drive better engagement and revenue impact by sending personalized gifts or direct mail at critical stages in the sales cycle.

Read More: TapClicks Adds Amazon Advertising To Its Partner Program

Intelligent Demand and Sendoso’s solutions will give marketing, sales, and customer success teams a highly effective way to improve pipeline, conversion, and retention rates by introducing a physical distribution channel to marketing programs that will cut through the digital noise. Sendoso’s platform simplifies and automates the process of creating more meaningful relationships with potential buyers and customers through personalized gift-sending, while Intelligent Demand’s expertise in revenue growth strategy helps bring the software and the strategy to life.

Sendoso integrates with business software across multiple departments, which helps marketing, sales, and customer success teams:

  • Engage buyers with automated event invitations, swag boxes, or other collateral directly through their marketing automation platform.
  • Create personalized outreach from their CRM or sales automation system with custom gifts accompanied by handwritten notes via an Amazon integration.
  • Trigger a personalized gift send from inside their CRM to improve the customer experience.
  • Enhance the customer experience and improve retention by automatically sending a welcome kit, anniversary reminder, or campaign launch gift.
“We’re incredibly excited to partner with Intelligent Demand, especially given their emphasis on helping companies grow relationships with their ideal customers. This partnership with Sendoso will allow their clients to rise above digital noise and personalize their outreach at scale,” said Sendoso Head of Partnerships Brian Jambor. “This is another important step in our journey to help businesses everywhere make more human connections in a digital world.”
Read More:  With TimeTrade Queue Manager Brands Transform Physical Experiences

The partnership between Intelligent Demand and Sendoso is rooted in a shared vision and go-to-market strategy:

  • Compatible missions: Both companies are passionately dedicated to helping marketers and sellers transform the way they grow revenue and achieve greater business impact.
  • Leaders in the field: They are true leaders and innovators in the field of modern, revenue-focused technology and integrated programs that drive targeted, personalized, and measurable engagement.
  • Target similar customers: Both companies market, serve, and support the same types of customer accounts.
  • Committed to customer success: Both are passionately committed to delivering long-term customer value and measurable success.
  • Complementary solutions: Their joint value proposition gives customers a comprehensive solution for enabling sales, marketing, and customer success teams to create customer experiences that drive better results.
“Personalized customer experiences are a critical component of every one of our high-performing revenue programs. This partnership with Sendoso gives us another strategic relationship with the first platform in the direct mail, gifts and loyalty rewards space. We’re using these channels and tactics with our clients to generate above-benchmark results in terms of engagement, pipeline acceleration, and conversion rates,” said Mike Swainey, Senior Director of Marketing, Sales, and Business Development at Intelligent Demand. “This is just one more way we are helping our clients deliver personalized experiences at every stage of the revenue process including brand experiences, account based and demand generation campaigns, sales enablement programs, and customer retention and expansion campaigns.”

Read More: Tealium Expands Leadership Team, Appoints World-Class Marketing Executive As CMO

BRIDGEi2i is Identified as a Top Vendor in Retail Analytics Software by 360Quadrants

STS News Desk
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BRIDGEi2i is Identified as a Top Vendor in Retail Analytics Software by 360Quadrants

BRIDGEi2i is identified as a Top Vendor in the Retail Analytics software quadrant by 360Quadrants. The company leverages its proprietary AI Accelerators and customizes it to create retail and consumer technology solutions for businesses such as – Watch Tower, Recommender, Optimizer, and Converser.

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For example, the Watch Tower is an intelligent alerting engine that provides 360 insights into customer experience by analyze quantitative and unstructured information from multiple customer touchpoints and also can show proactive alerts on customer sentiments. Recommender is a personalized recommendation engine helps offering the new best product, offer, treatment based on client needs at the right time and through the right channel. Optimizer on the other hand is a dynamic planning engine helping most efficient and effective utilization of business resources based on forecasting, optimization and simulation techniques. All the intelligent interaction through voice, chat etc to be able pass on the alert, the recommendations to the users and getting incremental signals to finetune offerings real-time is enabled through Converser.

This benchmarking is done by synthesizing the viewpoints of four stakeholders—buyers, sellers, external experts, and 360Quadrants’ analysts—across 102 evaluation criteria. The entire evaluation is “white-box” in nature, and the strengths and weaknesses of the criterion can be analyzed online.

BRIDGEi2i is a trusted partner for enabling AI for Digital Enterprises by leveraging Data Engineering, Advanced Analytics, proprietary AI accelerators and Consulting expertise. BRIDGEi2i enables businesses to contextualize data, generate actionable insights from complex business problems, and make data-driven decisions across pan-enterprise processes to create sustainable business impact.

Read More: Landscaping B2B Software Company Announces Major Release

360Quadrants, the world’s only comparison platform that combines expert analysis with crowdsourced insights, that aims at helping businesses make quicker and more informed decisions. 360Quadrants are generated post analysis of companies (product portfolios and business strategy). Quadrants will be updated every three months, and the position of vendors will reflect how buyers, industry experts, and other vendors rate them on different parameters.

360Quadrants essentially compares companies in emerging technologies on 100+ critical parameters. Each company is reviewed by 4 stakeholders—buyers, industry experts, other vendors, and our expert analysts—to make it unbiased. 360Quadrants aims to simplify and de-risk complex purchase decisions. Buyers get to personalize their quadrant against their specific needs. The combined insights from peers, analysts, experts, and vendors cut the bias and helps the buyer find the best fit solution. Vendors get to position themselves to win ideal new customers, customize their quadrants, decide key parameters, and position themselves strategically in a niche space, to be consumed by giants and start-ups alike.

Read More: Waters Corporation Invests In Customer Experience With Adoption Of Salesforce CRM Solution

Seismic Powers New Gamification Initiatives for Rackspace’s Partner Program

STS News Desk
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Seismic Powers New Gamification Initiatives for Rackspace’s Partner Program

Company Taps Sales Enablement Leader to Engage Partners, Provide Incentives, and Offer Consistent Content Across the Entire Direct and Channel Sales Ecosystem

Seismic, the recognized leader in sales and marketing enablement, announced that Rackspace will use its sales and partner enablement platform to engage with and incentivize their partners through a newly updated Rackspace Partner Portal that employs gamification. Rackspace will use Seismic to provide partners with the same training materials and marketing content that direct sellers have access to, ensuring they’re providing consistent content and messaging across the entire sales ecosystem.

According to research from CGS, 54 percent of companies report that partner enablement strategies increase sales and 72 percent believe it also increases market penetration. As the benefits of channel enablement become more apparent, Seismic is uniquely positioned to help organizations like Rackspace approach channel engagements differently, and in a way that drives more value for the partner community.

Read More: Adsdax Achieves Over 10 Million Transactions On Hedera Hashgraph Based On Over 100m Events

Beyond giving access to training and marketing content, Rackspace has introduced gamification as part of their partner program by granting points to partners for each asset they download through the platform. Assets are tiered in terms of importance, and channel partners can gain more points for downloading and using high-priority assets or watching self-training videos. Partners can collect points to work toward obtaining certain certifications or can be awarded with Rackspace swag.

“Prior to using Seismic, our training, sales and marketing content was delivered to our partner community through a myriad of different tools,” said Lisa McLin, vice president of alliances and channel chief at Rackspace. “The process of ensuring that everyone had the right assets was not easy – we would have to email partners individually, which was laborious and prone to human error. Now, we upload all our assets directly into Seismic, which makes it easy for our direct sales team and channel community to obtain the materials they need to engage with prospects, from one single source of truth. Adding gamification to the program has also motivated partners to engage with and use the content we’ve produced.”

With access to the same content and training materials, Seismic makes it easy for both Rackspace’s direct sellers and channel partners to deliver a consistent message and customer experience. Further, Rackspace can now effectively measure which content is being used most often, and can start to track which components of their partner program are making an impact on the team’s ability to close more deals.

Read More: Simpli.Fi Named A Finalist For 2019 MMA SMARTIES X Awards

“A strong channel enablement strategy is a critical component to any successful partner program,” said Doug Winter, CEO and co-founder of Seismic. “Customers like Rackspace are showing the industry that it’s time to flip traditional approaches to channel enablement on its head. New strategies like gamification provide organizations with a fun way to engage partners, and when it’s supported with intelligent sales enablement technology like Seismic’s, they can track the success of the program and determine whether they need to pivot their approach, produce new assets, or offer added support to particular partners. The partner community is a powerful extension of a company’s direct sales team, and it’s exciting to see leaders like Rackspace adopt and set the tone for best practices in this area.”

McLin adds, “The initial feedback from our partner community has been stellar so far. Partners love the gamification aspect of the program, and are excited to earn swag, rewards and recognition for their hard work. It’s been great to see the warm reception and we’re looking forward to continuing to refine and improve the way we work with both our partners and sellers. We have big plans to scale the program with Seismic – this is just the beginning.”

Read More: Landscaping B2B Software Company Announces Major Release

Ambition’s Inaugural Summit Brings Leading Sales Experts To Nashville

STS News Desk
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Ambition’s Inaugural Summit Brings Leading Sales Experts To Nashville

Top leaders from enterprise sales orgs will discuss trends, best practices and the future of sales at Ambition’s Customer Summit in Nashville on Oct. 23

Next week, sales leaders from enterprise companies across the globe will converge on Music City for Ambition’s inaugural sales summit.

Ambition, the leading sales performance management platform, structured the one-day conference to focus on every aspect of coaching reps to success. Speakers and attendees include sales leaders from brands such as ADP, Verizon, Waste Management, Xactly, Salesforce, Houzz, Eventbrite, Atlanta Braves, Demandbase, Outreach and more.

Read More: RingDNA Honored By Goldman Sachs For Entrepreneurship

“At Ambition, we know that sales coaching is the difference between an average sales team and an elite one,” said Travis Truett, Ambition’s CEO. “Among our network of customers and partners, there’s an incredible number of thought leaders who are shaping the future of sales and sales coaching. We wanted to tap their knowledge and experience for the benefit of other Ambition customers and friends — because they’re all asking the same question: how can we take our sales teams to the next level?”

Summit attendees will hear the latest best practices, tips and tricks surrounding sales leadership, and they will have a front-row seat to Ambition’s product roadmap. The event will also double as a networking opportunity so that attendees can share their own questions and knowledge with each other.

Read More: OnePIN Named Top 10 Customer Experience Management Solution Provider

Panel discussion topics will include:

Defining, Debunking and Discussing the State of Modern Sales: Sahil Mansuri, CEO of Bravado, will lead this discussion all about using data while maintaining a human touch.
How to Personalize Emails and Calls at Scale: Becc Holland of Chorus.ai will explain how to pivot from a “volume-based” messaging strategy to an “all tailored, all the time” strategy at scale.
From Coaching to KPIs: How Metric-Driven Sales Teams Create Winning Cultures: Ambition co-founder Brian Trautschold will outline how to use real-time data to make lasting, incremental management decisions that will move the needle and motivate your reps like never before.

“The sales world is changing at such a rapid pace that it often feels impossible to keep up,” said Brian Trautschold. “The speakers and quality of content that are going to be featured have made the Ambition Customer Summit one of the can’t-miss events of the year. Every attendee will take actionable learnings back to their team and make a measurable impact on Q4 goals and 2020 pipeline. I’m thrilled to be a part of it.”

Read More: Zendesk Introduces New Partner Program To Give Partners More Tools To Improve Customer Engagement

Fulfillment Services Market Growing at a CAGR of 4-5 Percent, Says Beroe Inc

STS News Desk
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Fulfillment Services Market Growing at a CAGR of 4-5 Percent, Says Beroe Inc

The global fulfillment services market is growing at a steady pace and is expected to reach a value of $55.6 billion by 2021 according to Beroe Inc., a procurement intelligence firm. Retail and e-commerce expansion in emerging markets along with growth in online buying is expected to strongly drive the fulfillment services market.

Regions such as Western Europe, North America, Australia, Japan, Hong Kong, and Singapore, have a high market maturity while APAC and parts of Latin America are expected to be the future growth driven markets. Currently, North America has the biggest market share with a value of $13.5–15.5 billion growing annually at 4–6 percent, while Australia has the fastest growing market with a market share of $1.5–1.9 billion growing annually at 8–10 percent. The Middle East and LATAM have low adoption due to the challenges in delivery because of low infrastructure and connectivity.

Read More: Oracle Named A Leader In Digital Commerce For Ten Consecutive Evaluations

Beroe, which is based in North Carolina, further stated that procurement experts can access this report on its recently launched market intelligence platform Beroe LiVE: live.beroeinc.com

The numerous benefits of outsourcing fulfillment services to a dedicated supplier are driving the growth of the market. By outsourcing fulfillment services, buyers can focus on core business and avail of reduced shipping costs, best of technologies in the market, and allow buyers to standardize the level of services across various locations. However, the market faces challenges due to the risk of presenting an ineffective customer support system that may have a negative impact on the overall brand name.

The logistics industry is on an upswing due to increase in competition and higher customer expectation, adding to advanced technology. Furthermore, micro-fulfillment, a new method known as Airbnb for Logistics, has eradicated the pains of commuting to warehouses situated on the outskirts of the city, enabling speedy last-mile delivery by turning personal garages into company storage spaces. For instance, Walmart and AmazonPrime’s selling point of under two days’ delivery for free is a result of adopting the micro-fulfillment methodology.

Read More: Tencent Video Shares Vision For International Market At MIPCOM

The major cost components in the fulfillment services market are labor, accounting for 40-45 percent of costs, warehousing for 30-35 percent, and freight for 10-15 percent. The labor cost is one of the drivers that impact the average package cost, as labor costs contribute substantially to the overall cost and may increase the average package cost if the 3PL service provider does not use technology optimally. Complex specifications may require additional resources, time and integration among phases, which might increase the cost to the supplier.

Beroe is the world’s leading provider of procurement intelligence and supplier compliance solutions. We provide critical market information and analysis that enables companies to make smart sourcing decisions—leading to lower costs, greater profits and reduced risk. Beroe has been providing these services for more than 13 years and currently works with more than 10,000 companies worldwide, including 400 of the Fortune 500 companies.

Read More: SEMrush To Host World’s First Ever Online 24-Hour Marketing Conference

Openprise Ranks #1 for Customer Satisfaction for the Third Consecutive Quarter in Fall 2019 G2 Enterprise Grid Report

STS News Desk
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Openprise Ranks #1 for Customer Satisfaction for the Third Consecutive Quarter in Fall 2019 G2 Enterprise Grid Report

Earns Top Spots in Both Data Quality and Customer Data Platform (CDP) Categories

Openprise, the leader in data orchestration solutions for marketing and sales, announced that the Openprise Data Orchestration Platform placed first in customer satisfaction in the G2 Enterprise Grid Report for Data Quality Fall 2019 with a score of 4.9 out of 5—the third consecutive quarter that Openprise achieved this score.

Beyond these satisfaction ratings, customers ranked Openprise #1 in the following areas:

  • Data Quality Results Index, measuring ROI, meets requirements, user adoption, and likelihood to recommend.
  • Data Quality Usability Index, quantifying ease of use, ease of administration, and adoption.
  • Data Quality Relationship Index, highlighting ease of doing business with, quality of support, and likelihood to recommend.

Openprise also earned the top spot in the Customer Data Platform (CDP) Mid-Market Relationship Index.

Read More: VOGSY Adds New Task Management Capabilities To Its G-Suite Professional Services Automation Solution

In addition to being named a High Performer in the G2 Grid Report, Openprise stood out from a pack of competitors in the following areas:

  • #1 in “Likely to Recommend”
  • #1 in “Product Going in the Right Direction?”
  • #1 in “Meets Requirements”
  • #1 in “Ease of Doing Business”
  • #1 in “Quality of Support”
  • #1 in “Net Promoter Score”

Customers ranked Openprise as follows: 

  • 100% for Net Promoter Score for both Data Quality and Customer Data Platform (CDP) vs. the category average of 42% and 57%, respectively
  • 100% for the Product Going in the Right Direction category vs. the sector average of 80%
  • 100% in the Quality of Support category vs. the sector average of 86%
  • 100% for Ease of Doing Business With vs. the category average of 87%
  • 99% for Likelihood to Recommend vs. the industry average of 84%

“Rankings on G2 reports are based on data provided to us by real users,” said Michael Fauscette, Chief Research Officer, G2. “We are thrilled to share the achievements of the products ranked on our site because they represent the voice of the user and offer valuable insights to potential buyers everywhere.”

Read More: Naked Lime Marketing Launches Video Creation Services For Dealership Online Advertising

The Openprise Data Orchestration Platform automates all the painful, manual processes that sales and marketing automation solutions don’t, such as list loading, data cleansing, and enrichment, lead to account matching, and many more. With Openprise, marketing and sales teams can clean up their data, better focus on the right targets, scale up their operations, and simplify their martech stack.

While the Openprise Data Orchestration Platform has data orchestration capabilities such as lead routing, account scoring, and attribution, which aren’t found in traditional Customer Data Platforms (CDP), the solution is sometimes categorized as a CDP. Openprise also scored first in overall satisfaction in the G2 Grid Report for Customer Data Platform (CDP) Fall 2019.

“Openprise puts our customers first in everything we do, so we’re thrilled to be once again ranked #1 in customer satisfaction—the one metric that matters,” said Allen Pogorzelski, Vice President of Marketing at Openprise. “The Openprise data orchestration platform solves the garbage-in/garbage-out problem for data-driven marketing and sales teams. By implementing Openprise, companies can provide all the applications in their sales and marketing stack with the data they need to be successful.”

Read More: Contentstack And Commercetools Collaborate For Digital Shopping Experience Of The Future

How to Do Keyword Research in 5 Steps

Trevor Mauch
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How to Do Keyword Research in 5 Steps

The real estate market feels more and more cluttered, making competition fierce. If they’re not careful, agents can get lost in the crowd online. The approach to Marketing as a real estate agent is nuanced given their very specific, local target. When it comes to launching a pay-per-click (PPC) campaign, the real estate space is unique. Since the target customer is very specific, keywords must be specific too, and this requires research. Keyword research can be complicated and confusing, but the reality is, it needs to be done. You can’t rely solely on your own instincts for what keywords are best to target with ads because your instincts aren’t always right.

When prospects are searching for something in Google related to your business, you want to be sure you are on page one of the results. Otherwise, you are likely not going to be seen. One way to achieve that coveted page one status is through an organic Search Engine Optimization (SEO) strategy, but that takes a lot of time to develop. It is absolutely key to invest in SEO as your long-term strategy, but you can start generating leads through your website with a PPC campaign to see results quicker.

A PPC campaign is only as good as the research done in advance. So how do you go about doing keyword research? Here are five steps to do proper keyword research for a real estate PPC campaign.

Step 1: Brainstorm

Start by sitting down and brainstorming ideas. You probably have some sense of what your target market types into Google. It could be things like:

  • Best real estate agent in [market city]
  • Buy land in [market city]
  • Best real estate agent in [market city]
  • Sell my house real estate agent [market city]

These terms are generally related to what you do and where you’re located. But don’t forget to include your brand name. Additionally, you might want to consider targeting your competitor’s branded terms. This will likely cost you more, but it’s worth assessing.

Step 2: Refine Your Ideas

Your brainstorm is more than likely going to produce keywords that are not worth using in your PPC campaign. Some of them might be better suited for an SEO campaign, and some may not be worth using at all. Ask these questions to determine whether a keyword is a fit for PPC or not:

  1. Is the keyword phrase high conversion intent? You have to consider what people want when they search that phrase. Are they ready to take action? Then that is a great keyword phrase.
  2. Does the keyword phrase have decent search volume and low competition? You want to find the sweet spot of a phrase that has a decently high search volume but is not super competitive. This can vary depending on the size of your market.
  3. Does the keyword phrase have a cost-per-click price within your budget? The bigger your budget, the more competitive keyword phrases you can target. Your campaign is dependent on how much money you want to spend. Look at the average cost-per-click of each phrase.

If the answer is no to any of those questions, you can go ahead and remove it from your list.

Step 3: Organize

Next, it is time to get things organized. Find a place to group all your keywords, track them and reference data on them. Categorize by branded keywords, market keywords, competitor keywords, and general keywords. Then, at the least, track CPC, search volume and intent for all those keywords. The tighter and more specific you get, the easier it will be to create targeted, relevant ads.

Step 4: Select the Negative Keywords

Google will not only show your ad to people who type your exact keyword phrase, but it will also show your ad to people that search similar words or phrases. But you might not care about those similar searches, especially if you’re targeting a specific location. That is where negative keywords for real estate come in. When choosing keywords, you need to make a list of similar but irrelevant keywords that you don’t want to target. These are called your negative keywords. Usually, they are irrelevant because the intent is off and therefore they are less likely to click and convert.

Step 5: Test and Repeat

Just because you launch your PPC campaign it doesn’t mean your research is done. In fact, it’s just the beginning of your real research. The pre-research is meant to give you the best chance of success. After you begin seeing results roll in (or not), then you can measure how successful your keywords are. Find a resource to track links to determine the effectiveness of your campaign.

Never stop testing, iterating and learning. Each PPC campaign is an opportunity to learn and refine your keywords. The real estate market is growing in competition, which increases the importance of targeting your specific market. Don’t limit your Marketing to a PPC campaign. You need to be sure you bring people back to a great website in order to convert the leads into sales.

Read more: Why Attribution Will Change the Way You Look at PPC

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