B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

52: How Much Should You Spend on LinkedIn Ads vs. Other Platforms with Amit Lavi

ABOUT THIS EPISODE

Paid ads often take a big chunk out of marketing budgets. Worse yet, if you don’t do them right, your sales team may not even follow up on the leads.

 

Amit Lavi is Co-Founder and CEO at Marketing Envy. He’s run plenty of successful digital advertising for ABM campaigns. In this episode, he shares three reasons why he focuses on specific companies in ABM ad campaigns as well as some of his best practices for using your marketing budget on digital ads.

 

You're listening to be to B RevenueAcceleration, a podcast, dedicated t helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to BEA remanieuacceleration. My name is Oleamishi and I'm here today with Ami Levy Cofondeand see you at Marketi envy. How are you doing today? I'm doing great ollyand thanks for having me pleasure e. So today we will be talking about the bestdigital advetising pactics to master your ABM programs as as going to beamshy extremely fan, but before we go into he etais. Could you peas,introduce yourself a MiG as well as your company, Mating Ane with pleasure,by the way that title is awesome, I think I counted four buzz words in onesentece Olly, happy about that, so we're marketing envy. We are B Tob TechAgency and lokated in Israel. We work with startups and major and largecompanies and even edtervises on focused on on ecknowlodgy fom, a lot ofsime security products for developers for Thei Bot, AI and Li. We provide services from HOMFOL integration, Noperations to contentrating inbound the generation with PPC, which is thinkwhat we were coming her to talk about today and work with clients that aretargin taying all over the world, okayit's Great O. that's a good coright,just like you ramage for that Tome. Did you tol marketing play people to RolinACAM, base marketing and pay ADS oftentake a picchuck out of marketingproject? That's really when it comes to Avia Compan. So we know that, but I am sure that Thruge, your companymarketing envy you have executed many successful PDC com, pangs for yourPIANC, be great Jn Doston, which techniqs, which best practices, or Ithink you chanal dor strategies you are using to achieve the best resurts ofthe best outcome for your parents. Socould you, pes, Shou, some of yoursots on that and what you recognezes...

...the best partises in the industry. Ofcourse, I think the first thing is to discuss what we mean when WEU say abmthere's, a lot of different understandings of what ABM is theclassic ABM is about finding ten to twenty companies and targeting themwith pastal content. However, when we go digital we can scale it putit up andthe that's what we do. I think most of the Pudser more than eighty percent ofthe padget O, if you se we're doing today, especially on Lintin and twinter,is focused on specific companies, tit pitarmy, so instead of usingatogetequateria like th, the the person job or the interest and anything thatis probably related, but not hundredpercent Wolat, what we do is wetry to focus as much bug as as possible on no list of companies that actuallyis beneficial in t e Cert of way. One and the thing the most important thingsales people will tend to preoritize leads that are coing for PPCunless the people who wantin to buy thit Forat, which is funny because- andI think that's why you know pr and o like tes the reasens I'm so in demandright now, sice people will wanto to only to someone who comenly has demandfor the prother, but mostlys they're, not like th and especially Mostlis FomPeo, see. Unless you know you can only set up for the few searches a Woogl,but when you actually want to reach to a mass of people, Yeu need to targetthem on al other channels and then there's no eten. But when sales peoplesee that a lead comes from a company, thet are actually targeting. They aremore likely to answer the lead. And the second thing is by dividing companiesand specific roles and personals within those companies. We can actually createawareness for the company N product, so most companies will not have the funsto do a whole kind of a global wans campaign. But if you talkingit twohundred Companis two hundred Ompanies to twenty people, each company, thenyou know within a few months by using...

Kird of different tactics frompromoting blows, toe books to even hardsales HEU can actually create morewinlers to who you are and what you're selling and the third thing is. We areable to actually pastomize in personallizes. It's obviously not thepersonisation for company oper person, Wite Company, but just think about aproductat. You have, and you might want to promote it to three or fourdifferent verticles and industries. It's very easy: The thuth companies inone industry and talk o e content that is relevant to the same industry andthat Meni increases the chances of someone comverting Toalit, so that thatis the what we use in Apia. And so the first thing use is Minton. He targetdthe right people to our content from there will do we targeting andremarketing in now other channels to keep those people coming and keep themexposed. Fo a message- and I think that is t e. The main key so not only neverfocus on on one channel but mety tefirst Haing, the Mt Chanel look forso electually is kind of feeding me to another question. I yet for you, whichis Oul effecive up platform like facebook and Instagrami in the bthopenvironment. Can you actually use them for AGM campans? You can't use them asan initial source, prabium compains. So if you don't have a list of emails, youprobably want to use lhinthing to get to the people. First, once you have anist of Emai, actually expertible firstcal lenas. You can find thosepeople on facebook as well. My Fash CAIING INS, to we do find that for people up to Dage of thirty five,forty and almost all all occupations in socumnt fat O can be very, very validto me. Tine Wene, because it's much cheaper, Foeerti Thou and if you do theright message and actually make as a big, more fun and Comminicateve, youdot actually drive a lot of first of all winners and then traffic yo websiteas well, but I wouldn't use them as a primarry source, probably the secondarysure yeah. I think that makes ut a biot...

...of now in the industry wine. We Shoulit to be technogy and appreciate that tougays do a little bit more OFAfocuson on safer security. These ar platform that e wild see us more likeconssumaity of patforming and an nottrely te software paper, Fad,papasing, but forin a sense, but but IALO. What Youre Sing? What you'resaying that you? You should tin, get the people first and is Astogasteidemail Orleking and when she lo and the right sort of demographic of you knowthat user. You can then retarget that to keep onte of that mind, Shru DusPaskon, that te would use frobyother, pesoal, eter yeah, I mean in generalI'm not a big reliever in BTB versus BTC platforms. I think it's okay, candprobably belong to the days when there are publications for be to be Ind,Pervication pee, to see. I think today we're all online all the time Oll onthe phone we and every place where people are is a place that you shouldbe in the question is obviously to Prioriti. I think that the only reasonI wouldn't start with faceto an instagram is because I can't fullyidentify the people, but once I identify the people using Pixel, forexample, or at least the females, I would want to reach them everywhere.However, you can' do a boring ad that you might tune on on Linkin and to justsaying one on me: Soto one face, but I think coverage is essential, especiallywhen you taverything a you reltevilly low amount of people. The other thingis to remember is that there are different people in organizations soweh o OA, Sira security. Everybody wants Stabi the S Sols, but what aboutthe the millions of oo stated security workers who actually do the hands ofwork every day they will be the one who actually run the PLC, they'll be theone who are looking for solutions and they would want to recommend thus, andthose people are all day on instagram in facebookite. I'm not sure you wouldlove that if you SAI A to Tobus but the EO, you probably write tothse different channels. I mean thisis not free, so I got tazing and n...

...paying for Ta Al that Caus Ts Mony. Somy next question is more on the the bensated, and now you split it soohould you adapt Ol you advice or Itsnowto, adapt ha digital marketingstrategy at putchet according to the type of at yet that they want to goafter, because you mentioned Youve Gut the ent to few the on to one they ontto many. So how would you split the badgets and out you strategize yourbudgets around the Dav approach that the Chon Piti Pace at first? Ask Thesales people which companies the are wready working, okay and then I'll seehow many people in those companies I can find on Linkin that avelop and tryto cover that with Maxwell. But thing is a click onlinthon in the US can costenat in between Tento twenty dollar wow. So Ial I'll try to get the person once from Lincon and then we markit to them inthe other channels, but I think with be to be I mean we all know. Thet bituberequires multeiple touch, that's nothing! New and I think we canartificially create those tach points like finding the person and an twitterinstagram boogl readit Cora and and get the message across again in Igat inagain, and so I would recommend focusing on less people but targetingthem broader, mor broader in other channels, rather than try to reach alot of people, because a lot of time, marketers, especialy, digisa marketers,tend to diminish the Impotese of awaness and the importance ofconstantly talking about your messaging, your company and having your message infront of people or no Wa base. When you do that, then you starts taking success.So if you have a small budget, I would focus on as small as to companies, butmake sure that you reach those people that you show padget, maybe thirty toforty percent o Levin and then the rest of the Oee y. That makes sense areallya focas on quality, thats resqantity. Here it's about it's about getting theright people, it's about, be marketing them or retaasing. Theinterest! Yes,but I would very much like the EFASASE,...

...the Impotin to making sure ye talk withthe companies that a sales peowhe are actually going to call, because whathappens a lot of marketers they'll. Do Amazing Abian compans heand. They willdrive engagement, but then no one calls this needs absolutely yeah. So so it'sFruy, it's Retha ye. I it's about yeah. It's a box really get in the thatdeligntment, so weand getting to that. Actually, I've got coming to my man andquestion about kpas. What would you say ar the KPI is that jigital digitalmarketing Pelson should be looking at Ye retortast bod in Gene Brot al tothat Semtam, whether the KKPA at she would look at him. An t en maybe you'vGot some much bench Marki time of congersion Youcan, so shouises yeah I'dlove to I mean I think the first thing is to remember that beforeyo talk aboutKipi talk about measurement and when we talk about measurement Wi, remember noteverything is masual and especially with big to be the nonresuable stuff isas important as the machol. I givan example, despite all the tracking thatwe have nowadays weare still not aware, or we can still not know for sure howmany people came to ou website from booit organic after they Sawan ad thatwe showed on Lincoln for examp and all these things we definitely see when weincrease and in a certain way of linting, will defnitely see moreorganic searches, Whi just hide hard to ting them, both together and so what Iwould look at, especially if you use Markin intomation part fom Li cubspot.I would definitely focus on KPIIS THA REVOLV on engagement of the wholecompany, with any asset that you have so, for example, if you're targetingyou know people from Bank of America. I would look at how many engagements Ihad the Bank of America that can be evolk download. It can be thisiiss thewebsite, it would be like chat, and that is our wiy measure, because thegoal at the end is for the salespeople to start talking to people from Bank ofAmerica and I to have more people knowing who they are and who thecompany, and so the first KPPI would be engaged. Second TPI would be howfurther, along or Monto say what is the...

...impact of the campaigns on deals,moving in stages, which is very hard to measure, but it's more important, forexample, than Coste leader posprentia, so for me Cos Polia, COSPRA YlaSecondary Cateas, because at the end they only relate to what I'm spendingon Sertipitiichannel, what I'm getting for. They do not have direct epact onthe business side altogether, especially if im focus on Madapo doesthat make sense. Yeh Hat makes perfecsense yer yeah, I'm alsotherreting about the tracky. You make sure you actua e track with your senstamment and get de it Blay, because I guess do ESCA playes. U Mention, whichis till progressing in stages, is obviously the most important foi guessfrom Makatectivati, because s reathereto get. You have animpactic toget thesenstumensr a know that you mentioned the beginning of theconversation that sometimes you know you feel that you make frait a goodcompant, but you dos send Tam, don't follow up on that compan. I don't dotheabet, which is basically saying and not just speaking to someone wesalready Frey quafied You'e goingta struggle BIA, that is specific tactic,so best practicis, a Ricomanin come of onkg your sendsteam when you ar you canmarketo to get them to actraly. You know o just crutch the surface, butactually get the most oft of your needs. So I think itselm people you want themto be focusing the money right, so you have to show them theres money. Youhave to show them that the chance of closing is high. That's why, forexample, I think that it's unrelated, but it's BA, cos toll harder, ha inithe argument. If theres the AR should S I marketing or sales, that would sayteae marketing, because sales, if tenss, need to care what they're expectingwethere's can be some adjustment of expectation. Let's be be Alis. SALPEOPLE WLD still want to go with the money, so we need to show o thepotential and that's up to mar, and so I think, a lot of the time. Still evennow, thays te generation gets much more weight than nurturing and getting theleaveis just a star. It's not even a...

...big stuff, and so I think that if youshow a salesperson that a certain person was on your website three timesand down to the Ebo toe boots and it's on the company that's on their NACE andthat if they conter them within twelve hours, they actuall Mi answer that'swrea. You can actually take another step and schedule the meeting usingautomation tools for the sales person. Then you know that's great. That's itreally gites the chance of a still happening, yeah and so yeah. In a way.I would I think, more and more marketing thams are unthe Stady, thatthey need to spoon, feed, saled ato a point, and you know it's not even Sotede because after you close, the customer marketing should still becommunicating with customers to either absell to them or get them to talkabout you to other potential mind. So it's Angless, but definitelylymarketing does BOT end wit, getting believe yeah. I hope that answer thequest yeah, no, absolutely and SA for your insihe obviouslylots ofinteresting point that you broke to the table today, so realyappreciate thatand appreciative te Fiatou to the TAE to to speak to us today. Now. One ofthe question that we ask to our guess at this stage of the conversation is,is about your contact. What's the best way to get in touch with you, I believethat you know some of our lisene may want to discuss about what you guys doat Mytnv Potentio. You could tonedetor strategy. Some people may want toconpute the conversation with you. So what is the best way to get into twithmimit quite easy to be in touch with I'm on Linkin, a very active one.facebook my email is atme might be that marketing an we go pone. We are a verytransparet agency, so I would always recommend people to go to our website.We actually have a FO pricame online, so it's very easy to see if theservices thetprovidal, the picing, is Atin to feat you and then you know, I didn't Eve amessage on the website or just find me hefact. Well many things. Once again,it was absolutely fantistic tweleyinmitial today. Thank you verymuch for the opportunity. That's really...

Bein a peasure operatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years, companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales. Seeow operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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