Скачать с ютуб Inbound Marketing for SaaS | 5 Reasons Why B2B Marketing Fails в хорошем качестве

Inbound Marketing for SaaS | 5 Reasons Why B2B Marketing Fails

Here are the 5 core reasons B2B advertising fails: 1. Targeting Targeting by far the most straightforward & still a ton of companies miss on this. Here are some common mistakes I see: -Not targeting by job title -Not including company firmographics in the targeting -Adding audience expansion on LinkedIn to pay high CPMs to people you don’t want to reach -Building native audiences in Facebook -Overspending on Google Ads with broad terms because they have high monthly searches & cheap clicks -Building lookalike audiences in Facebook when you have a small TAM -Creating audiences that are way too small for the sake of “ABM” The best way to target on paid social is (1) Job Title + (2) Company firmographics (named accounts, company size, industry) Start with 1:many campaigns. Then as you prove efficacy & increase creative/content operational capabilities, segment down to also include 1:few campaigns. 2. Placement -Over-spending on display ads that show no results, but justifying them as a “brand” play -Adding audience network on Facebook or LinkedIn to lower CPMs by showing your ads in garbage inventory on mobile apps or random websites -Using Google Display Network or YouTube ads with audience expansion & max conversions and driving legit SPAM form submissions but celebrating more cheap leads. In-feed placements on social channels are the most effective way to reach your target where they actually consume the information. 3. Objective Objective is about the mindset marketers bring to advertising. Which for B2B is 99% lead gen. -Runnings ads for people to download mediocre content & measuring on “leads”, not business results -Never monitoring “lead” to SQO conversion rate -Celebrating “leads” with executive titles at a target accounts & never considering they have no intent to buy and move immediately to Closed Lost. If you have a strong product with a clear value proposition, your objective should be to EDUCATE prospective buyers in an engaging way. When you strip out the lead gen mindset, you can do things that actually help your buyer. 4. Creative Creative has become the most obvious miss to me, and I think the least obvious others. -Lack of awareness to how important the CREATIVE & COPY matters in the success of advertising -Not creating enough variations of messaging & campaigns to support the media budget -Scaling the media budget by $100k/month and adding $0 additional investment in creative When you are scaling paid social, you MUST scale the media budget & the creative linearly to avoid major diminishing returns & audience fatigue. 5. Budget Unrealistic expectations from executives on what results advertising should generate. They want to spend $10k on ads & get 20X ROI. If you are faced with this, the best approach is to benchmark Cost/SQO on outbound to level set with executives on investment & expected results. Hint: advertising should DEFINITELY drive SQOs at a lower cost than outbound. --- This is a clip from Episode 172 - "The 5 Reasons B2B Advertising Fails" of the State of Demand Gen podcast. Listen here: https://podcasts.apple.com/us/podcast... ► Subscribe to Our Channel Here https://www.youtube.com/channel/UC0K0... Refine Labs is a demand accelerator for B2B SaaS companies. We increase marketing’s contribution to qualified pipeline and revenue while lowering customer acquisition cost. Through our Demand Acceleration Framework, we build a system to capture existing market demand in intent channels and create new demand in awareness channels. We accelerate demand momentum by focusing on the metrics that matter and empowering marketing teams with our proven strategies - creating an efficient demand engine that becomes your competitive advantage. ---- Follow Us Here: Website: https://refinelabs.com/ LinkedIn:   / refi.  . Spotify: https://open.spotify.com/show/1AJwHPD...