Episode Transcript
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You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay
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on the cutting edge of sales and
marketing in their industry. Let's get into
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the show. Hi, welcome to
be to be a revenew acceleration. My
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name is Niamhi and I'm here today
with Amy Levy, Co founder, and
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see you at marketing envy. How
are you doing today? I'm doing great,
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early and thanks for having me.
Pleasure, pleasure. So today we
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will be talking about the best digital
advertising tactics to master your ABM programs,
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as that's going to be, I'm
Shure, extremely fun. But before we
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go into detail, school you please
introduce yourself and me, as well as
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your company, marketing and with pleasure. By the way, that title is
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awesome. I think I counted for
buzz words once and that's really happy about
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that. So we're marketing envy.
We are be to be take agency located
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in Israel. We work with startups, major and large companies and even enterprises,
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all focused on technology, for a
lot of cyber security products, for
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developers for their ball ai and the
like. We provide services from humps for
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integration and operations to contempt writing in
bound the generation with BBC, which is
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like what we were coming here to
talk about today, and work with clients
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that are targeting all over the world, because it's great. So let's have
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a good coverage just thank you very
much for that. So I mean digital
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marketing place people to rule in Account
Base Marketing and pay ads often take a
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bitch and out of marketing budget.
That's fairly when it comes to a DM
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compaigns. We know that, but
I am sure that through your company,
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Marketing Envy, you have executed many
successful PDC compaigns for your clients. It
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great to on those Tom which techniques, which best practices or, I think,
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if channels or strategies you are using
to achieve the best results of the
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best outcome for your clients, and
could you please share some of your suits
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on that and what you recognize is
the best practices in industry? Of course.
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I think the first thing is got
up to discuss what we mean when
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we say ABM, as a lot
of different understandings of what ADM is.
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The classic ABM is about finding ten
to twenty companies and targeting them with custom
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content. However, when we go
digital, we can scale it. It
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up and that's what we do.
I think most of the budget, more
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than eighty percent of the budget of
the PBC we're doing today, especially on
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Linkedin and twitter, is focused on
specific companies that we target. And so
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instead of using a targeting cteria like
the the person, job or the interest
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and anything that's probably related but not
hunder person relate, what we do is
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we try to focus as much part
as as possible on known list of companies.
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That actually is beneficial in several ways. One and the thing, the
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most important thing. Sales people will
tend to de prioritize leads that are come
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from P pc unless they're people who
wanting to buy the product. That which
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is funny because, and I think
that's why, you know, SCR and
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online self services are so in demand
right now, because sets people will want
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to to only to someone who currently
has demand for the product. But most
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lys are not like that, and
especially mostly from PPC. Unless, you
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know, we can only settleup for
the few searchers on Google, but when
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you actually want to reach you a
massive people, you need to target them
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on all other channels and then there's
no intent. So when sales people see
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that a lead comes from a company
they're actually targeting, they are more likely
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to answer the lead. And the
second thing is by dividing companies and specific
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roles and personals within those companies,
we can actually create awareness for the company
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product. So most companies will not
have the funds to do a whole kind
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of a global awareness compaign, but
if you're talking to a hundred companies,
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to hundred companies to twenty people each
company, then you know within a few
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months, by using kind of different
tactics, from promoting blogs to ebooks to
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even hard sales, you can actually
create more awareness to who you are what
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you're selling. And the third thing
is we are able to actually customize and
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personalize. It's obviously not the personalization
for a company or per personal with the
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company, but just think about a
product that you have and you might want
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to promote it to three or four
different verticals and industries. It's very easy
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to choose companies in one industry and
target the content that is rather than for
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the same industry, and that really
really increases the chances of someone converting too
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really so that that is the what
we use in a PM and so the
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first thing we use is linkedin to
target the right people to our content.
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From there will do with targeting and
remarketing in all other channels to keep those
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people coming and keep them exposed for
messages, and I think that is the
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the main key. So not only
never focus only on one channel, but
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the relating and be the first having
the multi channel for so I actually it's
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kind of leading me to another question
I yet for you, which is our
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effectiva platform, like facebook and instagramming
that in the DAP en government. Can
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you actually use them for ADM compaigns? You can't use them as initial source
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prabium compaigns. So if you don't
have a list of emails, you probably
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want to use linking to get to
the people first. Once you have a
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list of email, actually expectable personal
emails, you can find those people on
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facebook as well by facebook aiming instagent. We do find that for people up
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to Dage of thirty five, for
the in almost all all occupations, instagram
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phase who can be very, very
valid to maintain awarners because it's much cheaper.
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But those there and if you do
the right message and actually make adds
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a little bit more fun and communicated, it will actually drive a lot of
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first of all awarners and then traffic
to your website as well, but I
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wouldn't use them as a primary source, probably the secondary. Sure, yeah,
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I think that makes sense. A
bility in the industry wine should be
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to be technology and appreciate that you
gays do a little little bit more of
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a focus on on site or security. He's a platform that I would see
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us more like a consumer tape of
platform and not tree to be software tape
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of advertising platform in a sense.
But also what you're thing is what you're
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saying that you should get the people
first, and is astro customed email,
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australading and when you know the right
sort of demographic come of it, you
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know that user, you can then
retarget them to keep on top of the
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mine instroduced platform that they would use
probably other customer level. Yeah, I
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mean in general I'm not a big
believer in bTV versus Batas platforms. I
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think it's okay. Can probably belong
to the days when there are publications for
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be to be and pervocations be to
see. I think today we are all
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online all the time, all on
the phone. We and every place where
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people are is a place that you
should be in the question is obviously two
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priority us. I think that the
only reason I wouldn't start with facebook on
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instagram is because I can't fully identify
the people. But once identify the people,
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using Pixel for example, or a
list of emails, I would want
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to reach them everywhere. However,
you can't do a boring add that you
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might tone on Linkedin and does the
same one on instagram one face. But
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I think coverage is essential, especially
when you talk with a few, relatively
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low amount of people. The other
thing is to remember is that they're different
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people in organizations. So we talk
about cyber security, everybody wants to start
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with the C cells, but what
about the millions of cyber security workers who
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actually do the hands on work every
day? They will be the one who
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actually run the PIALCS, they will
be the one who are looking for solutions
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and they will want to recommend solution. And those people are all day on
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instagram and facebook. I'm not sure
they would love that. If if you
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say that a doubtless but the he
goo, you probably right. Well,
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you can go to the different channels. I mean, this is not free,
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so I felt easing and paying for
other all that costcuss money. So
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my next question is more on the
bullshet and now you split it. So
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how would you adapt? Would you
advice or it's now to adapt that digital
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marketing strategy at but jets according to
the type of a yet that they want
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to go after because, as you
mentioned, you've got they went too few,
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the one, two, one,
the one, too many. So
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I would you split the budgets and
and out use strate to jade your budgets
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around Gabe approach that you want to
taking place at first as the sales people.
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which companies, though, already working
on? Okay, and then I'll
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see how many people in those companies
I can find on Linkedin that are relevant
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and try to cover that and with
maximum budget. Thing is a click on
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linkedin in the US can costating between
ten to twenty wow. So I I'll
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try to get the person once from
linkedin and then remarketed them in the other
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channels. But I think with B
to be, I mean we all know
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that be to be requires multiple touch
that's nothing new and I think we can
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artificially create those touch points by finding
the person and twitter, instagram will go
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read it, Cora, and and
get the message across again and again then
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again, and so I would recommend
focusing on less people but targetting them broader,
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more broader and other channels, rather
than try to reach a lot of
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people, because a lot of time
marketers, especially digital marketers, tend to
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diminish the impotuss of awareness and the
importance of constantly talking about Your Messaging Your
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Company and having your message in front
of people on an ongoing basis. When
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you do that, then you starting
success. So if you have a small
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budget, I would focus on a
small mist of companies, but make sure
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that you reach those people. That
initial budget maybe thirty to forty percent on
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Linkedin and then the rest of the
other but get that makes sense. A
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really a focation quality of sporting here. It's about it's about getting the right
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people. It's about remarketing them,
or we tarcas in dentious. Yes,
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but I would very much like emphasize
the important to making sure to talk about
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the companies that the sales people are
actually going to call, because what happens?
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A lot of marketers do do amazing
alien compaigns here and they will drive
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engagement, but the no one calls. That needs absolutely yea. So it's
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free. It's free at that.
Yeah, so it is about yeah,
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it's about really getting that alignments of
we and getting to that. Actually,
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I've got coming to my many question
about Apis. What would you say are
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the key KPI is that digital digital
marketing person should be looking at your reportcause
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board in general all to that senset
where the key API is. You would
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look at it and maybe you've got
some much benchmark in term of conversion you
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can wishaw with this. Yeah,
I'd love to. I mean, I
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think the first thing is to remember
that before we talk about KPI, it's
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talk about measurement. And when we
talk about measurement, like you remember the
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not everything is measurable, and especially
with be to be the non reasonable stuff
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is as important as the mesure.
I give an example. Despite all the
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tracking that we have nowadays, we're
still not aware, or we can still
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not know for sure how many people
came to our website for Google organic after
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they saw an add that we showed
on linked to example, and all these
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things. We definitely see what we
increase spend in a certain way on linking,
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will definitely see more organic searches,
which is hard to tie them both
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together. And so what I would
look at, especially if you use market
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information partform like Hubs Pot. I
would definitely focus on KPI, is that
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we both an engagement of the whole
company with any asset that you have.
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So, for example, if you're
targeting, you know, people from Bank
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of America, I would look at
how many engagements I had with Bank of
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America, and that can be invoked
download, it can be business the website.
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It will be like jets and that
is our will measure, because the
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goal at the end is for the
sales people to start talking to people from
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Bank of America and to have more
people knowing who they are and who the
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company is. And so the first
KPI would be engaged, a second KPI
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would be how further along or more
to say, what is the impact of
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the campaigns on deals moving in stages, which is very hard to measure,
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but it's more important, for example, than cost for leader, cost pent
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ul so for me, because plain
the cost per quela secondary caps, because
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at the end they only relate to
what I'm spending on a set of picts
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each other and what I'm getting through, but they do not have direct impact
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on the business side altogether, especially
if I'm focus on any approach. Does
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that make sense? Yet it makes
perfectension. Yeah, I'm also interesting about
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the tracking. How you make sure
that you actually get track with yourself steam
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and get the Fit Bay, because
I guess do less. Aplaage mentioned,
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which is deally progressing in stages,
is obviously the most important from for a
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guests, from make perspective at least, because it's really the retail gets you
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have any tactics to get the sells
team on Pasia, I know that you
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mentioned at the beginning of the conversation
at sometimes, you know, you feel
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that you may create a good campaign, but if just sell steam, don't
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follow up on that compaign. I
don't do dare beat, which is basically
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selling and not just speaking to someone
who's already freely Quali fight. You can
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struggle, but hard very specific techniques. So the best practice is that you
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recommend in come of engaging yourselves team, when you are people market out to
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get them to actually, you know, not just crudge the selface but actually
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get the most out of your leads. So I think in self people you
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want them to be focused on the
money, right. You have to show
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them those money. You have to
show them that the chance of closing is
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high. That's why, for example, I think that it's unrelated, but
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I bet it's very close to your
hard at the argument. If there's the
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other shoot set of marketing or sales, I would say definitely marketing, because
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sales, if at the end sales
need to get what they're expected, because
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can be so much as not of
expectation. But let's be honest self,
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people will still want to go with
the money is. So we need to
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show that the potential and that's up
to mark. And so I think a
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lot of the time still, even
now days, the generation gets much more
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weight then nurturing and getting the leader's
just a start. It's not even in
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a big stuff. And so I
think that if you show a salesperson that
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a certain person was on your website
three times and down to the ebook to
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ebooks and it's on the company,
that's on their nest and that if they
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contact them within twelve hours the actually
might answer, that's great. If you
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can actually take another step and schedule
the meeting using automation tools for the sales
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person, then you know that's great, that it really kisses the chance of
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a still happening. Yeah, and
so yeah, in a way I would.
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I think more and more marketing things
are understanding that they need to spoon
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feed sales up to a point.
And you know, it's not even suddenly
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the end because after you close the
customer, marketing should still be communicating with
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customers to either upsell to them or
get them to talk about you to other
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potential times. So it's endless,
but definitely marketing does not end with getting
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to leave. Yeah, I hope
that answer your question. Yeah, absolutely,
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and I won't thank you for your
in size. Obviously that's of interesting
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point that you've brought the table today's
I re appreciate that and appreciated, FID,
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that you to detain to speak to
us today. Now, one of
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the question that we ask to all
guess at the stage of the conversation is,
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is about your contact. What's the
best way to get in touch with
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00:15:15.840 --> 00:15:18.200
you? But I believe that you
know, some of our is not me
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00:15:18.320 --> 00:15:20.629
want to discuss about which you gaze
do at marketing and the potentially you could
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00:15:20.789 --> 00:15:24.789
and then or on the digital strategy. Some people may want to compute the
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conversation with you. So what is
the best way to get into trees bat
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00:15:28.070 --> 00:15:31.789
means quite easy to get in touch
with on Linkedin, a very active on
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facebook. My email is a meet
a mighty. That market again be gooes
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phone. We are a very transparent
agency, so I would always recommend people
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to go to a website. We
actually have a full pricing online, so
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it's very easy to see if the
services that provide and the pricing is I
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need to teach you and then you
know, I didn't even message on the
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website. Sough, just find me. Wow, many things. Once again,
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it was absolutely fromastic to Alisher today. Thank you very much for the
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opportunity. It's a we need be
a pession. operatics has redefined the meaning
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of revenue generation for technology companies worldwide. While the traditional concepts of building and
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00:16:11.399 --> 00:16:17.960
managing inside sales teams inhouse has existed
for many years, companies are struggling with
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00:16:18.039 --> 00:16:22.590
a lack of focus, agility and
scale required in today's fast and complex world
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00:16:22.870 --> 00:16:30.350
of enterprise technology sales. See How
operatics can help your company accelerate pipeline at
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00:16:30.470 --> 00:16:36.460
operatics dotnet. You've been listening to
BEDB revenue acceleration. To ensure that you
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00:16:36.539 --> 00:16:40.220
never miss an episode, subscribe to
the show in your favorite podcast player.
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Thank you so much for listening until
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