Pay for leads your sales team wants to call.
A B2B campaign might produce five forms a month, and two of those are a student and a supplier. That is too little for Google and Meta to learn from, so teams feed them softer conversions and get softer leads back. Iris gives the platforms a better signal and gives every campaign a verdict before the quarter is over.
What gets in the way
Too few conversions, so the bar gets lowered
Automated bidding needs volume that a niche B2B account cannot supply. The usual fix is to count whitepaper downloads and newsletter sign-ups as conversions. The platforms then deliver readers, and the demo requests get no cheaper.
A form is not a lead
Students, job seekers, suppliers pitching you and customers looking for support all fill in forms. Each one costs media money and a salesperson's time, and each one tells the platform to go and find more like it.
The deal closes long after the click
Several people from one company visit over months before anyone asks for a demo. By the time a contract is signed, the campaigns that started it have been judged, and often cut, on almost no data.
What Iris does about it
More signal without softer goals
Iris Signal sends your high intent visits to Google and Meta as a conversion. Their bidding learns from visitors who behave like past buyers, not from downloads, and has more than a handful of forms to work with.
Campaigns judged on leads and buying behavior together
Each campaign is priced on its leads and its high intent visits, valued at the rate your account turns them into leads. A campaign whose visitors rarely behave like buyers is flagged, however many forms it collects.
A verdict in weeks, within your limits
Thin campaigns get a price early, so a new channel can be tested without waiting two quarters. A price limit per lead keeps expensive campaigns in check, and a goal tells Iris how many leads sales can take.
A decision you might see
Plenty of downloads, almost no buying behavior. The forms looked like leads and sales never rang them.
Instructions we might write with you
- GoalOur sales team can take 40 more leads a month. Grow where leads cost least.
- About the businessA demo request is worth far more to us than a newsletter sign-up.
- Campaign noteCompetitor campaigns may cost 20% more per lead. Those buyers are already in the market.
- Season and timingBuyers set budgets in the fourth quarter. Expect fewer forms in July and August.
See Iris on your own numbers.
Book a meeting. We show you Iris on a demo account. Then we measure your potential and prove the value in your own accounts, before you commit.
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