Primer

UTM tracking misses most of the revenue your ads influence. It's ANCIENT technology. We MUST evolve. --- The Media Plan | EP2 | Why B2B Advertising is BROKEN Featuring: Keith Putnam-Delaney // Primer --- 'The Media Plan' is a miniPodcast series by Market & Hustle that aims to be a collection of unfiltered ideas from marketing, media, and MADTech creators and thinkers. Watch the full episode at https://lnkd.in/er9GavZK

Why did you buy this?!? On the agency side,?I’m?exposed to a lot of software—some good, some very bad. More than any other category, “ABM software” often leads to some of the worst purchases I have seen. In my opinion, the root cause is that the term ABM became synonymous with the initial tools in the space. Technology vendors shaped, if not defined, the category. Many of the purchases I saw (often ABM platforms) made me hesitant to recommend tools for ABM altogether. Fast forward to today, the solutions in the space, and my thinking, have evolved. There are now a bunch of technology tools that really enhance ABM playbooks. Whether it’s Primer for targeting or Warmly, for de-anonymizing key accounts visiting your site, these tools allow you to do things that were previously impossible without technology. There are several other tools I’d recommend that enable new playbooks Alan, Marcos, and I will chat more about this topic in our upcoming webinar. Link below.

New head of marketing at a B2B org & you get freeish reign to change the tech stack What tech stack are you onboarding?! Few notes: ?? Budget isn’t unlimited but it’s not small ?? Only thing you can’t change is the CRM/MAP - Using SF and Hubspot ??ACV is around $30k ??Goals - Classic growth goals (Absurd) **Before anyone plays the “I need to assess the current tech stack and team” card (In the most whiney voice you can imagine). Think big, what tech stack would you want?!

?? B2C marketers have it easy compared to us B2B folks! Here’s a prime example: audience matching. With cookie blockers popping up everywhere and pixel tracking going the way of the dodo, B2C marketers use customer list audiences on Meta and Google. ????????'?? ?????? ???? ?????????? ?????? ????????: 1. ?? Upload a list of emails. 2. ?? Enjoy an 80% match rate. 3. ?? Target their entire universe effortlessly. ??????, ?????? ???? ?????? ??????????????????: ? On Google, we get a measly 2% match rate. ?? ? On Meta, it’s slightly better at 10-20%. ?? ?????? ???? ????????? It’s all about how audience matching works. ?? ????????-???????? ??????????????: Back in 2006 (yes, I’m that old ??), I created my Facebook account with [email protected]. Fast forward to 2023, I place Nike shoes in a shopping cart using the same email. The next day, I see Nike ads on Instagram. ???? This happens because Nike gave my email to Facebook, which linked it to my Facebook user ID, allowing for seamless ad targeting across platforms. ???? ???????? ???? ?????? ?????????????????? ?????? ???????????? ???? ?????? ?????????? ????????? The answer: Game changer. ???? Enter Primer. We maintain a massive database of LinkedIn profiles and associated attributes (job title, industry, headcount, etc.). B2B marketers can: ???? Enter their ideal customer profile criteria. ??? Create an audience using LinkedIn level attributes. ?? Link work emails to personal emails. We bundle this data and push it to Meta and Google as audiences, achieving a 30-60% match rate compared to the 2-10% using work emails. This means: ? B2B level targeting on Instagram, YouTube, Facebook News Feed, Google Display, and Google Search. ? Ads reach only those within your ICP, eliminating unqualified clicks. ???? ?????? ???????????? ???? ?????????????????????? ?????????????????? While privacy and cookie blockers are here to stay, and we’re not reverting to the "good old days" of performance marketing, B2B marketers aren’t limited to LinkedIn and untargeted Google Search. ?????? ??????: Understand how ad platforms work and feed them the right data. B2B marketers need to build their own targeting algorithms for B2C channels because B2C algorithms aren’t built for us. ???? https://lnkd.in/g3yPgD6X #B2BMarketing #AudienceMatching #DigitalMarketing #AdTech #Primer

I've been off LinkedIn for a couple of months, fully immersed in product development. Today, I'm thrilled to announce that we've just ungated access to Primer 2.0! Primer 2.0 is a completely reinvented product with a new technical architecture, delivering incredible speed and performance improvements. Most importantly, we're seeing extremely high match rates on Google, Meta, and LinkedIn. ?? For B2B marketers aiming for a solid return on ad spend, Primer 2.0 provides a powerful solution to target your Ideal Customer Profile (ICP) outside of LinkedIn, without relying on cookies. With cookies degrading, the quality of leads from Google, Meta, and other platforms has been significantly impacted. But with Primer, we've solved that problem. ?? Our custom audiences matched using permanent identifiers achieve crazy high match rates, unlocking new levels of digital ad spend efficiency. See the attached image for the impressive results! #ProductLaunch #B2BMarketing #DigitalMarketing #AdTech #PerformanceMarketing