How Smart Broad campaigns work is that you will “trust” Google's engine. You'll want to integrate it with Salesforce using offline conversion tracking and then run general keywords. You can't just let your account go wild, so negatives are extremely critical. Day-to-day management is also extremely important. Broad Smart Campaigns 2. Chat Ads One of the problems with SEO and PPC in the traditional sense is that you can't control the firmographic data. Google has rolled out white label reporting with industries and employee size, but the data isn't there yet. But LinkedIn has always had this phenomenal ability to provide firmographic data. For example, you can target demand generation marketers with x number of employees in those industries. You can use "single persona ad groups or campaigns", write a gist, and advertise to a specific target audience. Now that conversational ads are here, it gets even better. Conversation Ads allow advertisers to “start conversations with professionals and business decision makers through LinkedIn Messaging.” You can use it to book a discovery call, take advantage of freebies as an offer, and more. Mehrguth's team has worked on this and seen outstanding results across the board. 3.
Content Marketing with Partners Content Banner Design marketing is difficult, especially for SaaS companies that don't have a brand. Producing content is useless if you don't have a distribution plan in place. This is why your content marketing needs its promotion. PR is hard because you're trying to be the guest. Let's just reverse the roles. Consider these ideas to boost your content marketing campaigns: Sour interviews. SaaS Marketing Contest. Friday round tables. Empower people Marketing starts with your team and must bubble up in your vision. Create a culture where your team can come up with new ideas and has its own model. Share this financial template for submitting new content ideas to your team members to encourage them to make a business case. Suddenly, you just gave your team fuel. They can now drive strategy, have full alignment, know if a campaign is going to succeed, and be fully empowered. Questions and answers Here are some of the attendee questions that Garrett Mehrguth answered. Q:
You mentioned branding. I often struggle to justify the ROI of spending on branding. Have you ever encountered such a dilemma? Garrett Mehrguth (GH): Often people think about how much money they need to spend to grow. What I have found is that in B2B we have very long sales cycles. It's always difficult to get funding from finance to spend at the top of the funnel. We often get money for the bottom of the funnel because it's easy to quickly prove ROI. However, we know that the bottom of the funnel depends on the brand, but it seems that the “results” just come from the bottom of the funnel. However, time passes and you start to wonder why you haven't built a brand. So when thinking about brand advertising, t