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 were listening to bb revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales andmarketing in their industry. Let's get into the show. Hi, welcome tobe to be a revenew acceleration. My name is Niamhi and I'm here todaywith Amy Levy, Co founder, and see you at marketing envy. Howare you doing today? I'm doing great, early and thanks for having me.Pleasure, pleasure. So today we will be talking about the best digitaladvertising tactics to master your ABM programs, as that's going to be, I'mShure, extremely fun. But before we go into detail, school you pleaseintroduce yourself and me, as well as your company, marketing and with pleasure. By the way, that title is awesome. I think I counted forbuzz words once and that's really happy about that. So we're marketing envy.We are be to be take agency located in Israel. We work with startups, major and large companies and even enterprises, all focused on technology, for alot of cyber security products, for developers for their ball ai and thelike. We provide services from humps for integration and operations to contempt writing inbound the generation with BBC, which is like what we were coming here totalk about today, and work with clients that are targeting all over the world, because it's great. So let's have a good coverage just thank you verymuch for that. So I mean digital marketing place people to rule in AccountBase Marketing and pay ads often take a bitch and out of marketing budget.That's fairly when it comes to a DM compaigns. We know that, butI am sure that through your company, Marketing Envy, you have executed manysuccessful PDC compaigns for your clients. It great to on those Tom which techniques, which best practices or, I think, if channels or strategies you are usingto achieve the best results of the best outcome for your clients, andcould you please share some of your suits...

...on that and what you recognize isthe best practices in industry? Of course. I think the first thing is gotup to discuss what we mean when we say ABM, as a lotof different understandings of what ADM is. The classic ABM is about finding tento twenty companies and targeting them with custom content. However, when we godigital, we can scale it. It up and that's what we do.I think most of the budget, more than eighty percent of the budget ofthe PBC we're doing today, especially on Linkedin and twitter, is focused onspecific companies that we target. And so instead of using a targeting cteria likethe the person, job or the interest and anything that's probably related but nothunder person relate, what we do is we try to focus as much partas as possible on known list of companies. That actually is beneficial in several ways. One and the thing, the most important thing. Sales people willtend to de prioritize leads that are come from P pc unless they're people whowanting to buy the product. That which is funny because, and I thinkthat's why, you know, SCR and online self services are so in demandright now, because sets people will want to to only to someone who currentlyhas demand for the product. But most lys are not like that, andespecially mostly from PPC. Unless, you know, we can only settleup forthe few searchers on Google, but when you actually want to reach you amassive people, you need to target them on all other channels and then there'sno intent. So when sales people see that a lead comes from a companythey're actually targeting, they are more likely to answer the lead. And thesecond thing is by dividing companies and specific roles and personals within those companies,we can actually create awareness for the company product. So most companies will nothave the funds to do a whole kind of a global awareness compaign, butif you're talking to a hundred companies, to hundred companies to twenty people eachcompany, then you know within a few months, by using kind of differenttactics, from promoting blogs to ebooks to...

...even hard sales, you can actuallycreate more awareness to who you are what you're selling. And the third thingis we are able to actually customize and personalize. It's obviously not the personalizationfor a company or per personal with the company, but just think about aproduct that you have and you might want to promote it to three or fourdifferent verticals and industries. It's very easy to choose companies in one industry andtarget the content that is rather than for the same industry, and that reallyreally increases the chances of someone converting too really so that that is the whatwe use in a PM and so the first thing we use is linkedin totarget the right people to our content. From there will do with targeting andremarketing in all other channels to keep those people coming and keep them exposed formessages, and I think that is the the main key. So not onlynever focus only on one channel, but the relating and be the first havingthe multi channel for so I actually it's kind of leading me to another questionI yet for you, which is our effectiva platform, like facebook and instagrammingthat in the DAP en government. Can you actually use them for ADM compaigns? You can't use them as initial source prabium compaigns. So if you don'thave a list of emails, you probably want to use linking to get tothe people first. Once you have a list of email, actually expectable personalemails, you can find those people on facebook as well by facebook aiming instagent. We do find that for people up to Dage of thirty five, forthe in almost all all occupations, instagram phase who can be very, veryvalid to maintain awarners because it's much cheaper. But those there and if you dothe right message and actually make adds a little bit more fun and communicated, it will actually drive a lot of first of all awarners and then trafficto your website as well, but I wouldn't use them as a primary source, probably the secondary. Sure, yeah, I think that makes sense. Ability in the industry wine should be...

...to be technology and appreciate that yougays do a little little bit more of a focus on on site or security. He's a platform that I would see us more like a consumer tape ofplatform and not tree to be software tape of advertising platform in a sense.But also what you're thing is what you're saying that you should get the peoplefirst, and is astro customed email, australading and when you know the rightsort of demographic come of it, you know that user, you can thenretarget them to keep on top of the mine instroduced platform that they would useprobably other customer level. Yeah, I mean in general I'm not a bigbeliever in bTV versus Batas platforms. I think it's okay. Can probably belongto the days when there are publications for be to be and pervocations be tosee. I think today we are all online all the time, all onthe phone. We and every place where people are is a place that youshould be in the question is obviously two priority us. I think that theonly reason I wouldn't start with facebook on instagram is because I can't fully identifythe people. But once identify the people, using Pixel for example, or alist of emails, I would want to reach them everywhere. However,you can't do a boring add that you might tone on Linkedin and does thesame one on instagram one face. But I think coverage is essential, especiallywhen you talk with a few, relatively low amount of people. The otherthing is to remember is that they're different people in organizations. So we talkabout cyber security, everybody wants to start with the C cells, but whatabout the millions of cyber security workers who actually do the hands on work everyday? They will be the one who actually run the PIALCS, they willbe the one who are looking for solutions and they will want to recommend solution. And those people are all day on instagram and facebook. I'm not surethey would love that. If if you say that a doubtless but the hegoo, you probably right. Well, you can go to the different channels. I mean, this is not free, so I felt easing and paying forother all that costcuss money. So...

...my next question is more on thebullshet and now you split it. So how would you adapt? Would youadvice or it's now to adapt that digital marketing strategy at but jets according tothe type of a yet that they want to go after because, as youmentioned, you've got they went too few, the one, two, one,the one, too many. So I would you split the budgets andand out use strate to jade your budgets around Gabe approach that you want totaking place at first as the sales people. which companies, though, already workingon? Okay, and then I'll see how many people in those companiesI can find on Linkedin that are relevant and try to cover that and withmaximum budget. Thing is a click on linkedin in the US can costating betweenten to twenty wow. So I I'll try to get the person once fromlinkedin and then remarketed them in the other channels. But I think with Bto be, I mean we all know that be to be requires multiple touchthat's nothing new and I think we can artificially create those touch points by findingthe person and twitter, instagram will go read it, Cora, and andget the message across again and again then again, and so I would recommendfocusing on less people but targetting them broader, more broader and other channels, ratherthan try to reach a lot of people, because a lot of timemarketers, especially digital marketers, tend to diminish the impotuss of awareness and theimportance of constantly talking about Your Messaging Your Company and having your message in frontof people on an ongoing basis. When you do that, then you startingsuccess. So if you have a small budget, I would focus on asmall mist of companies, but make sure that you reach those people. Thatinitial budget maybe thirty to forty percent on Linkedin and then the rest of theother but get that makes sense. A really a focation quality of sporting here. It's about it's about getting the right people. It's about remarketing them,or we tarcas in dentious. Yes, but I would very much like emphasizethe important to making sure to talk about...

...the companies that the sales people areactually going to call, because what happens? A lot of marketers do do amazingalien compaigns here and they will drive engagement, but the no one calls. That needs absolutely yea. So it's free. It's free at that.Yeah, so it is about yeah, it's about really getting that alignments ofwe and getting to that. Actually, I've got coming to my many questionabout Apis. What would you say are the key KPI is that digital digitalmarketing person should be looking at your reportcause board in general all to that sensetwhere the key API is. You would look at it and maybe you've gotsome much benchmark in term of conversion you can wishaw with this. Yeah,I'd love to. I mean, I think the first thing is to rememberthat before we talk about KPI, it's talk about measurement. And when wetalk about measurement, like you remember the not everything is measurable, and especiallywith be to be the non reasonable stuff is as important as the mesure.I give an example. Despite all the tracking that we have nowadays, we'restill not aware, or we can still not know for sure how many peoplecame to our website for Google organic after they saw an add that we showedon linked to example, and all these things. We definitely see what weincrease spend in a certain way on linking, will definitely see more organic searches,which is hard to tie them both together. And so what I wouldlook at, especially if you use market information partform like Hubs Pot. Iwould definitely focus on KPI, is that we both an engagement of the wholecompany with any asset that you have. So, for example, if you'retargeting, you know, people from Bank of America, I would look athow many engagements I had with Bank of America, and that can be invokeddownload, it can be business the website. It will be like jets and thatis our will measure, because the goal at the end is for thesales people to start talking to people from Bank of America and to have morepeople knowing who they are and who the company is. And so the firstKPI would be engaged, a second KPI would be how further along or moreto say, what is the impact of...

...the campaigns on deals moving in stages, which is very hard to measure, but it's more important, for example, than cost for leader, cost pent ul so for me, because plainthe cost per quela secondary caps, because at the end they only relate towhat I'm spending on a set of picts each other and what I'm getting through, but they do not have direct impact on the business side altogether, especiallyif I'm focus on any approach. Does that make sense? Yet it makesperfectension. Yeah, I'm also interesting about the tracking. How you make surethat you actually get track with yourself steam and get the Fit Bay, becauseI guess do less. Aplaage mentioned, which is deally progressing in stages,is obviously the most important from for a guests, from make perspective at least, because it's really the retail gets you have any tactics to get the sellsteam on Pasia, I know that you mentioned at the beginning of the conversationat sometimes, you know, you feel that you may create a good campaign, but if just sell steam, don't follow up on that compaign. Idon't do dare beat, which is basically selling and not just speaking to someonewho's already freely Quali fight. You can struggle, but hard very specific techniques. So the best practice is that you recommend in come of engaging yourselves team, when you are people market out to get them to actually, you know, not just crudge the selface but actually get the most out of your leads. So I think in self people you want them to be focused on themoney, right. You have to show them those money. You have toshow them that the chance of closing is high. That's why, for example, I think that it's unrelated, but I bet it's very close to yourhard at the argument. If there's the other shoot set of marketing or sales, I would say definitely marketing, because sales, if at the end salesneed to get what they're expected, because can be so much as not ofexpectation. But let's be honest self, people will still want to go withthe money is. So we need to show that the potential and that's upto mark. And so I think a lot of the time still, evennow days, the generation gets much more weight then nurturing and getting the leader'sjust a start. It's not even in...

...a big stuff. And so Ithink that if you show a salesperson that a certain person was on your websitethree times and down to the ebook to ebooks and it's on the company,that's on their nest and that if they contact them within twelve hours the actuallymight answer, that's great. If you can actually take another step and schedulethe meeting using automation tools for the sales person, then you know that's great, that it really kisses the chance of a still happening. Yeah, andso yeah, in a way I would. I think more and more marketing thingsare understanding that they need to spoon feed sales up to a point.And you know, it's not even suddenly the end because after you close thecustomer, marketing should still be communicating with customers to either upsell to them orget them to talk about you to other potential times. So it's endless,but definitely marketing does not end with getting to leave. Yeah, I hopethat answer your question. Yeah, absolutely, and I won't thank you for yourin size. Obviously that's of interesting point that you've brought the table today'sI re appreciate that and appreciated, FID, that you to detain to speak tous today. Now, one of the question that we ask to allguess at the stage of the conversation is, is about your contact. What's thebest way to get in touch with you? But I believe that youknow, some of our is not me want to discuss about which you gazedo at marketing and the potentially you could and then or on the digital strategy. Some people may want to compute the conversation with you. So what isthe best way to get into trees bat means quite easy to get in touchwith on Linkedin, a very active on facebook. My email is a meeta mighty. That market again be gooes phone. We are a very transparentagency, so I would always recommend people to go to a website. Weactually have a full pricing online, so it's very easy to see if theservices that provide and the pricing is I need to teach you and then youknow, I didn't even message on the website. Sough, just find me. Wow, many things. Once again, it was absolutely fromastic to Alisher today. Thank you very much for the opportunity. It's a we need bea pession. operatics has redefined the meaning...

...of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existedfor many years, companies are struggling with a lack of focus, agility andscale required in today's fast and complex world of enterprise technology sales. See Howoperatics can help your company accelerate pipeline at operatics dotnet. You've been listening toBEDB revenue acceleration. To ensure that you never miss an episode, subscribe tothe show in your favorite podcast player. Thank you so much for listening untilnext time.

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