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 and marketing in their industry. Let's get into the show. Hi, welcome to be to be a revenew acceleration. My name is Niamhi and I'm here today with Amy Levy, Co founder, and see you at marketing envy. How are you doing today? I'm doing great, early and thanks for having me. Pleasure, pleasure. So today we will be talking about the best digital advertising tactics to master your ABM programs, as that's going to be, I'm Shure, extremely fun. But before we go into detail, school you please introduce yourself and me, as well as your company, marketing and with pleasure. By the way, that title is awesome. I think I counted for buzz 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 a lot of cyber security products, for developers for their ball ai and the like. We provide services from humps for integration and operations to contempt writing in bound the generation with BBC, which is like what we were coming here to talk 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 very much for that. So I mean digital marketing place people to rule in Account Base 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, but I am sure that through your company, Marketing Envy, you have executed many successful 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 using to achieve the best results of the best outcome for your clients, and could you please share some of your suits...

...on that and what you recognize is the best practices in industry? Of course. I think the first thing is got up to discuss what we mean when we say ABM, as a lot of different understandings of what ADM is. The classic ABM is about finding ten to twenty companies and targeting them with custom content. However, when we go digital, 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 of the PBC we're doing today, especially on Linkedin and twitter, is focused on specific companies that we target. And so instead of using a targeting cteria like the the person, job or the interest and anything that's probably related but not hunder person relate, what we do is we try to focus as much part as as possible on known list of companies. That actually is beneficial in several ways. One and the thing, the most important thing. Sales people will tend to de prioritize leads that are come from P pc unless they're people who wanting to buy the product. That which is funny because, and I think that's why, you know, SCR and online self services are so in demand right now, because sets people will want to to only to someone who currently has demand for the product. But most lys are not like that, and especially mostly from PPC. Unless, you know, we can only settleup for the few searchers on Google, but when you actually want to reach you a massive people, you need to target them on all other channels and then there's no intent. So when sales people see that a lead comes from a company they're actually targeting, they are more likely to answer the lead. And the second 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 not have the funds to do a whole kind of a global awareness compaign, but if you're talking to a hundred companies, to hundred companies to twenty people each company, then you know within a few months, by using kind of different tactics, from promoting blogs to ebooks to...

...even hard sales, you can actually create more awareness to who you are what you're selling. And the third thing is we are able to actually customize and personalize. It's obviously not the personalization for a company or per personal with the company, but just think about a product that you have and you might want to promote it to three or four different verticals and industries. It's very easy to choose companies in one industry and target the content that is rather than for the same industry, and that really really increases the chances of someone converting too really so that that is the what we use in a PM and so the first thing we use is linkedin to target the right people to our content. From there will do with targeting and remarketing in all other channels to keep those people coming and keep them exposed for messages, and I think that is the the main key. So not only never focus only on one channel, but the relating and be the first having the multi channel for so I actually it's kind of leading me to another question I yet for you, which is our effectiva platform, like facebook and instagramming that 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't have a list of emails, you probably want to use linking to get to the people first. Once you have a list of email, actually expectable personal emails, 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, for the in almost all all occupations, instagram phase who can be very, very valid to maintain awarners because it's much cheaper. But those there and if you do the 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 traffic to your website as well, but I wouldn't use them as a primary source, probably the secondary. Sure, yeah, I think that makes sense. A bility in the industry wine should be...

...to be technology and appreciate that you gays 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 of platform 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 people first, and is astro customed email, australading and when you know the right sort of demographic come of it, you know that user, you can then retarget them to keep on top of the mine instroduced platform that they would use probably other customer level. Yeah, I mean in general I'm not a big believer in bTV versus Batas platforms. I think it's okay. Can probably belong to the days when there are publications for be to be and pervocations be to see. I think today we are all online all the time, all on the phone. We and every place where people are is a place that you should be in the question is obviously two priority us. I think that the only reason I wouldn't start with facebook on instagram is because I can't fully identify the people. But once identify the people, using Pixel for example, or a list 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 the same one on instagram one face. But I think coverage is essential, especially when you talk with a few, relatively low amount of people. The other thing is to remember is that they're different people in organizations. So we talk about cyber security, everybody wants to start with the C cells, but what about the millions of cyber security workers who actually do the hands on work every day? They will be the one who actually run the PIALCS, they will be 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 sure they would love that. If if you say that a doubtless but the he goo, you probably right. Well, you can go to the different channels. I mean, this is not free, so I felt easing and paying for other all that costcuss money. So...

...my next question is more on the bullshet and now you split it. So how would you adapt? Would you advice or it's now to adapt that digital marketing strategy at but jets according to the type of a yet that they want to go after because, as you mentioned, you've got they went too few, the one, two, one, the one, too many. So I would you split the budgets and and out use strate to jade your budgets around Gabe approach that you want to taking place at first as the sales people. which companies, though, already working on? Okay, and then I'll see how many people in those companies I can find on Linkedin that are relevant and try to cover that and with maximum budget. Thing is a click on linkedin in the US can costating between ten to twenty wow. So I I'll try to get the person once from linkedin and then remarketed them in the other channels. But I think with B to be, I mean we all know that be to be requires multiple touch that's nothing new and I think we can artificially create those touch points by finding the person and twitter, instagram will go read it, Cora, and and get the message across again and again then again, and so I would recommend focusing on less people but targetting them broader, more broader and other channels, rather than try to reach a lot of people, because a lot of time marketers, especially digital marketers, tend to diminish the impotuss of awareness and the importance of constantly talking about Your Messaging Your Company and having your message in front of people on an ongoing basis. When you do that, then you starting success. So if you have a small budget, I would focus on a small mist of companies, but make sure that you reach those people. That initial budget maybe thirty to forty percent on Linkedin and then the rest of the other 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 emphasize the important to making sure to talk about...

...the companies that the sales people are actually going to call, because what happens? A lot of marketers do do amazing alien 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 of we and getting to that. Actually, I've got coming to my many question about Apis. What would you say are the key KPI is that digital digital marketing person should be looking at your reportcause board in general all to that senset where the key API is. You would look at it and maybe you've got some 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 remember that before we talk about KPI, it's talk about measurement. And when we talk about measurement, like you remember the not everything is measurable, and especially with 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're still not aware, or we can still not know for sure how many people came to our website for Google organic after they saw an add that we showed on linked to example, and all these things. We definitely see what we increase 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 would look at, especially if you use market information partform like Hubs Pot. I would definitely focus on KPI, is that we both an engagement of the whole company with any asset that you have. So, for example, if you're targeting, you know, people from Bank of America, I would look at how many engagements I had with Bank of America, and that can be invoked download, it can be business the website. It will be like jets and that is our will measure, because the goal at the end is for the sales people to start talking to people from Bank of America and to have more people knowing who they are and who the company is. And so the first KPI would be engaged, a second KPI would be how further along or more to 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 plain the cost per quela secondary caps, because at the end they only relate to what 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, especially if I'm focus on any approach. Does that make sense? Yet it makes perfectension. Yeah, I'm also interesting about the tracking. How you make sure that you actually get track with yourself steam and get the Fit Bay, because I 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 sells team on Pasia, I know that you mentioned at the beginning of the conversation at sometimes, you know, you feel that you may create a good campaign, but if just sell steam, don't follow up on that compaign. I don't do dare beat, which is basically selling and not just speaking to someone who'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 the money, right. You have to show them those money. You have to show 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 your hard 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 sales need to get what they're expected, because can be so much as not of expectation. But let's be honest self, people will still want to go with the money is. So we need to show that the potential and that's up to mark. And so I think a lot of the time still, even now days, the generation gets much more weight then nurturing and getting the leader's just a start. It's not even in...

...a big stuff. And so I think that if you show a salesperson that a certain person was on your website three 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 actually might answer, that's great. If you can actually take another step and schedule the 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, and so yeah, in a way I would. I think more and more marketing things are 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 the customer, marketing should still be communicating with customers to either upsell to them or get 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 hope that answer your question. Yeah, absolutely, and I won't thank you for your in size. Obviously that's of interesting point that you've brought the table today's I re appreciate that and appreciated, FID, that you to detain to speak to us today. Now, one of the question that we ask to all guess at the stage of the conversation is, is about your contact. What's the best way to get in touch with you? But I believe that you know, some of our is not me want to discuss about which you gaze do 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 is the best way to get into trees bat means quite easy to get in touch with on Linkedin, a very active on facebook. My email is a meet a mighty. That market again be gooes phone. We are a very transparent agency, so I would always recommend people to go to a website. We actually have a full pricing online, so it's very easy to see if the services that provide and the pricing is I need to teach you and then you know, 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 be a 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 existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to BEDB revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening until next time.

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