B2B Rizz

Sales closes a deal, they get all the credit…Pshhh not if marketing has anything to say about it Marketers grasping for a little attribution looks just like this: Blog post view from 7 years ago ?? Guide to creating guides downloaded ?? Cookie consent accepted ?? Acquired business card at event ?? 72 impressions to intern ?? 36 hours spent on about page ?? Attended same live event as CFO ?? 50X frequency with display ads in last 7 days ?? And then they booked a call I’m starting to thinking I’ve watched too many of those crime shows ??

Imagine if B2B had a lemonade stand ?? They offer a little taste, you grab the Stanley cup only to find a piece of paper that says talk to sales. Try and talk to sales… Crickets Turns out you’re not qualified based on their de-anonymization data that is flawed Why even offer a free trial on your website?!???♂?

?????? #B2BMarketing #DemandGeneration #DigitalAdvertising #ContentStrategy #SocialMediaTips #MarketingHacks #b2bmarketing #b2brizz #b2bsales #LinkedInTips #VideoMarketing #B2BRizz #B2BMarketingConsultation

Measuring every ad strictly by revenue is a massive missed opportunity. Here’s why: 1?? I’ve been marketing to B2B marketers for years—$15M+ in ads. B2B marketers screenshot ads. They remember them. They track their journey (from what they recall). I ask. They tell. And the ads they remember? The ones that impacted them? ?? They never show up in revenue-driving ad-level attribution. 2?? Conversation ads used to drive a lot of last-touch revenue. But if you ask LinkedIn reps nicely, they’ll show you how other ads impact conversion rates before that last touch. I used to shut off campaigns because they didn’t show revenue. Guess what? It hurt overall revenue. 3?? Call it vibes, intuition, whatever. It usually takes way more than 1, 2, 3… 12 ads for someone to convert. Last-touch converters? They’re just that—the last touch. If a topic keeps coming up in sales calls, putting more content in front of buyers about it is just smart. ?? Now, let’s be real. Budgets are limited. We have to double down on what works. Even knowing all this, I still struggle. It’s impossible to track everything. I don’t have the perfect answer. I have ways to look at it—but no definitive answers. I do know that I don’t buy something because of one ad. And neither do most buyers. P.S. One thing I’ve been doing on LinkedIn ads that helps? ?? Creating API conversions (demos, SQLs, opps, closed-won) ?? Extending the view-through timeframe ?? Analyzing it at the ad level Not perfect, but useful. #B2BMarketing #DemandGeneration #DigitalAdvertising #ContentStrategy #SocialMediaTips #MarketingHacks #b2bmarketing #b2brizz #b2bsales #LinkedInTips #VideoMarketing #B2BRizz #B2BMarketingConsultation

Have you ever been out to dinner with a B2B marketer? It’s a wee bit weird…. ?? Asking for wine in a YETI mug ?? Blown away by pricing on the menu ?? Orders everything in acronyms. Nvm that’s not weird, that makes perfect sense. #LinkTok?#B2BMarketingConsultation?#DigitalAdvertising?#ContentStrategy?#SocialMediaTips?#B2BMarketing?#MarketingHacks?#b2bmarketing?#VideoMarketing?#LinkedInTips?#b2bsales?#b2brizz

Imagine if B2B had the same short-term mindset for everything in life ?? “My clothes aren’t dry after 3 minutes?! I quit.” All jokes aside, this is a huge problem in B2B. And I’ll admit—I’m not the best at it either. Short-term expectations in B2B are wild. You hear things like… ?? “How much revenue did we get from that thing we launched two weeks ago?” Meanwhile, their own sales cycle is three months. It sounds exaggerated, but if you’ve been asked this five times or more, you know it’s real. Think about how many tests, campaigns, and ideas were killed because they didn’t show immediate results. It’s terrifying. ?? I don’t have the perfect answer. I’ve shut down tests that didn’t show early signs—only to realize months later they were working. And once you stop, it’s not as easy as just starting it back up. ?? #B2BMarketing #DemandGeneration #DigitalAdvertising #ContentStrategy #SocialMediaTips #MarketingHacks #b2bmarketing #b2brizz #b2bsales #LinkedInTips #VideoMarketing #B2BRizz #B2BMarketingConsultation

Starting a business means learning a lot about taxes—maybe too much. And let me tell you, I have qualms. Not just with the process (though yeah, that too). The whole system: ?? Client pays me → I get taxed. ?? I pay myself a “livable” wage (legally required) → double taxed. I pay income tax, and my business pays payroll taxes. ?? I buy groceries with my taxed wage → taxed again. ?? That grocery store? Yep, they get taxed too. ?? My house? Taxed when I bought it and taxed every year after. And then, you have to pay someone to tell the government how much you owe them. ?? Right or wrong? No idea. It’s just…interesting. ?? #B2BMarketing #DemandGeneration #DigitalAdvertising #ContentStrategy #SocialMediaTips #MarketingHacks #b2bmarketing #b2brizz #b2bsales #LinkedInTips #VideoMarketing #B2BRizz #B2BMarketingConsultation

Agree? Thoughts?

Buying used to be so predictable: Open 3 emails? +10 Visit website? +10 Right title? +25 Right company size? +25 4 missed SDBDR calls? +15 7 display ads “viewed”? +15 ?? 100 points! Time to sell! Sales swoops in, and buyers are “blown away” you knew they were ready. Yeeeeah, not how buying works. Especially not today. But don’t take it from me—B2B Ross knows what’s up with lead scoring. ?? Catch more from B2B Ross and The Flow by HockeyStack for prettayyyy cool insights. #B2BMarketing #DemandGeneration #DigitalAdvertising #ContentStrategy #SocialMediaTips #MarketingHacks #b2bmarketing #b2brizz #b2bsales #LinkedInTips #VideoMarketing #B2BRizz #B2BMarketingConsultation

Most B2B orgs have massive growth goals… yet make it ridiculously hard for people to buy. ?? The logic: We need more buyers! → Let’s make buying painful! → If they don’t buy, let’s annoy them so they never do. If you’ve ever bought a B2B product, you’ve been there: ?? Vague headlines like “All-in-one platform for business” (Yes, that’s real.) ?? Useless chatbots and exit popups pitching the ultimate guide to exit popups ?? A pricing page without pricing ?? 16-field forms asking for your zip code and company growth rate (what??) ?? Waiting 2–96 hours to book a call ?? A qualifying call where the SDR repeats your form answers and dodges pricing Maybe I’m wrong, but… isn’t that a little weird? #B2BMarketing #DemandGeneration