Category: Videos

The Whole World is Going Cookieless

Okay, so tragedy a whole world is getting cookieless. What are we doing about it?

We have to start looking at the bigger picture. We have to zoom out from our regular conversion metrics, KPIs, and try look at the data more holistically.

1)We want to start measuring lift, meaning that when a campaign goes live, we want to see the overall impact that it has on our website on the traffic brand searches and the leads in general, rather than only searching for the KPIs for a specific campaign.

2) Enhanced conversions. If we enable it, it will help have more accurate tracking of our users in Google ads.

3) An important thing that we should now consider more is to not be afraid of lookalike audiences, and customer audiences, which are audiences that are becoming more and more accurate since they’re based on machine learning. Lookalikes, we used to use them mainly for Facebook, but now we can definitely use them on LinkedIn they’re becoming more and more specific and accurate and right. And we should make sure to test them.

Different LinkedIn Targeting Methods

LinkedIn ad targeting, how do we do it?

First of all, we have to consider different targeting methods. So the more natural targeting path is the job titles for LinkedIn, but we have to consider that they might be another cheaper audience.

Probably our competitors are there as well, so we want to try different ways to get to the same audience, but in a cheaper way. How do we do that? We can have different targeting methods. For example, we can try groups that can be relevant, just make sure to exclude the HR and the sales and obviously the marketing that are irrelevant

Another way is to try job functions, and add a seniority level and company size. These are all attributions that we can give LinkedIn to start and try to reach our targeting audience. So you can reach the same people,  test them out and see which one is cheapest, and obviously performs better.

However, something to keep in mind is when you do this, make sure to exclude each target audience from the other so you don’t target one user with the same ad different times. The frequency will then not be accurate, and it’s a shame we want to have accurate numbers of the data. O

Another thing we should keep in mind is the country. So we want to target countries with the same timezone within different campaigns, meaning, for example, that we want to have one campaign, for example, for Europe and another one for North America.

If we had them in the same campaign, what would happen?

The campaign starts in Europe. And by the end of the day, when we reach North America, it probably used up most of its budget, and therefore we are missing out on an opportunity. So this is why we definitely want to keep them apart and have a better overview of our countries our data, and make sure that we use our budget wisely.

What Is THE Most Common B2B Marketing PPC Issue?

When new PPC clients come to Marketing Envy many of them have been doing some PPC already. And they come saying we’re not getting any leads, why are we not getting any leads?

And we say that’s clear to me, you’ve been targeting really new people, a whole load of people with demo ads straight away, off the bat, demo ads. When we’re going to target a new audience, we can, go straight with them with demo ads, because the chances of them converting is really, really small.

What we need to do is to build a whole funnel. So we start, for example, with brand awareness, for example, with video. And then we continue on with the funnel users who engage with the video, for example, they watched the video till at least 25%, we will then prompt them with another piece of content, for example, a blog that can bring traffic to the website. And then later on, have them all remarketed with the demo ads, hopefully getting them to convert.

So what you’re really doing is you’re getting them to get to know you over time. So by the time they encounter a demo ad they’ve already seen a video about you, they’ve already read something about you, have become familiar with what you do and how you approach it. You’ve whet their appetite, and now they want to hear more.

Before you even start running your PPC ads, you really got to think about how you’re going to get them to your demo ads, how you’re going to convert them, you’ve got to think about how I’m going to raise their awareness about my product, how I’m gonna bring them down the funnel and make them really want to know more exactly this visibility of the funnel will also help us understand where the customers get stuck, where we should optimize and how we can get them down the funnel in the most effective way.

Let’s Talk LinkedIn Targeting

When we’re talking LinkedIn targeting how broad we want to go?

Do we want to go really wide or at least?

Unfortunately, there is no one answer for everyone.

But there are some numbers that we should keep in mind, we can’t target less than 1000 members on LinkedIn.

And if we staying close to 1000, it will also be very hard for LinkedIn to spend its budget. So we definitely want to be 10,000 and up, but we don’t want to be, let’s say, over 200,000 members. We want to keep our audience as specific as possible.

Why wouldn’t we want to target more than 200,000 people? When we go too broad, it’s very hard to understand the audience and it will be hard to have insight regarding the audience. So we do want to have a focused number of members that we can optimize accordingly.

The most important thing when targeting an audience on LinkedIn is to go ahead and look at the demographic report, see what works, what doesn’t work, and make sure to optimize your campaign accordingly.

Marketing Envy Case Study: Riskified: Marketing Operations

See how Riskified utilized Marketing Envy’s RevOps department to achieve B2B Marketing success. As Riskified’s team grows globally, the demand to support them increases as well. And one of the challenges is to be able to support them in the most efficient and quick way.

When they initially looked to partner with an agency, they really looked for someone who can help them both on the strategic level as well as the tactical level. They wanted someone to kind of come in and be able to be a strategic consultant to look into their marketing automation system help them to think about how to structure is how to build the right architecture and basically, build it in a scalable way.

They also needed help with the tactical side. They wanted to have someone who can come in and help them produce campaigns in a variety of initiatives, including events, digital campaigns, ABM, etc. Most recently, they changed our entire nurturing flows to align with their ABM strategy. Marketing Envy helped us to think about the best way to build the right infrastructure, as well as to actually do the implementation and the QA.

They built something that is scalable, that they can later on build on top of and reduced the time to actually bring it to life. It really feels like we’re this one cohesive team and it allows us to have the flexibility that we need.

The Role of a CMO

When you think about the evolution of marketing operations, it’s helpful to use the metaphor of ships. Our captain needs to navigate the many different conditions of the sea – shifting currents, winds, tides. If the CMO is our captain, these challenges can be likened to the pressures that our CMO has to face; delivering leads, delivering MQLs, pipeline, revenue, ABM, demand generation – it all keeps changing all the time.

Just like the captain relies on the crew to manage the ship, the CMO relies on the operations team. If the marketing operations person of five years ago had to master the automation system, the CRM, and its integration with the automation system and maybe the website and some landing pages – that landscape has now expanded to involve a lot more variables in that.

With 100s, 1000s of integrations, data coming from a multitude of sources, the marketing operations person is suddenly not just someone who needs to know one or two systems and understand the data of the organization. They need to master a full gamut of technologies, systems, and variables that just become more and more complex every day.

In order to provide the insights that our CMO needs in order to make better decisions, marketing operations today need to master much more advanced reporting and business intelligence tools than ever before.

At Marketing Envy, we train our marketing operations team to be not just specialists in one system, but really to master all the different elements of running marketing operations.

What is Lead Scoring?

What is lead scoring?

Lead scoring is the process of assigning a value to each lead to prioritize outreach. When growing your business naturally, you’re more focused on getting enough new leads. However, the quality of your conversations is more important than the quantity. So determining which of your leads have the most potential or prioritizing leads, is essential to increase the productivity of your sales team.

This means your sales team will be focusing on the most relevant leads, respond to them quickly, and essentially close more deals. So how do you get started about scoring your leads?

First, you might want to do some research to understand what makes someone likely to become your customer. A few ideas how to do that, run an attribution report to figure out which marketing efforts lead to conversions between different stages of the funnel. Talk to your sales team and let them share with you which leads in their experience close more often than others. Take a close look at different attributes that make your leads more likely to become a customer. Those attributes will be the base for determining which criteria will go into a lead score.

All such attributes can be divided into two main groups demographic and behavioral examples of demographic information for a b2b would be company size, annual revenue location for industry. Examples of behavior information would be how much leads interact with your assets. So for example, which pages of the website they visited how many emails they clicked in a certain amount of time, what content they interacted with the most. Basically, the behavioral info indicates the need and the timing, that the relevant demographic lead has a need for your services, and they need it now.

Depending on your business and your buyer persona, you may put more or less emphasis on the demographic attributes. However, a successful scoring model should always include behavioral data. Once you have decided on your scoring criteria, set up a point system and set a minimum threshold that your leads must meet to be considered an MQL. Then decide how many points will be attributed to each of your scoring criteria.

Remember, content scoring is there to indicate when there is a lead with the right demographic that showed enough interest need and timing to be passed to sale. It helps marketing automate the process of forwarding only the right leads to sales at the right time for the best results.