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??♀???♂?ABM is HOT at the mo

B2BHERO

?? Hello friends!

So much good content dropped last week on B2B topics, it's almost overwhelming—in the best way possible.

The wealth of deep insights people are sharing right now is off the charts. More than ever, seriously. ??

To help you stay up to date and in the know, here are the top curated B2B pieces from the end of last week.

Let’s make sure we’re all tuned in to the latest in B2B marketing! ??

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??This Weeks Top LinkedIn Posts…

• Dylan Hey is giving away a B2B ICP template. Comment on his post to get it. I got mine
• The Ad Doctor posts about the funniest ad copy he’s seen all week.
• Sam Dunning with 4 steps on how they ranked #1 for MONSTER keyword.

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??Expert ABM Advice Of The Week From…

?? ABM 101: Lessons from Andrei Zinkevich’s Playbook

?? ABM is On Fire! Andrei Zinkevich just dropped some serious knowledge bombs on ABM (Account-Based Marketing) in this Linkedin post, and here’s the scoop…

…In the first half of 2024, demand for ABM has shot through the roof??.

?? ABM Fundamentals: Step one? Nail down your priority segments and refine that Ideal Customer Profile (ICP) like a pro.

Get knee-deep in customer research and tailor your marketing messages by segment and role.

It’s all about getting personal. ??

?? Goal Decomposition: Here’s where it gets tactical: Break down your revenue goals by account tiers. Balance your ACV, sales cycles, and win rates like a tightrope walker.

And please, don’t go overboard—keep your team’s workload in check by focusing on a manageable number of accounts.

?? Account Selection & Prioritization: Focus on accounts with real potential.

Use engagement data, intent signals, and business triggers to zero in on those likely to buy.

Ditch the “wish list” mentality and go for the win. ??

??? Account Research: Time to play detective.

Gather intel on your target accounts.

Know their initiatives, goals, and the players on the buying committee like the back of your hand.

?? Value Proposition Mapping: Align your offerings with the KPIs, goals, and challenges of each member of the buying committee.

It’s like matchmaking, but for business.

?? Program Planning: Craft content that vibes with the buyer’s journey.

Think multichannel strategies—social selling, personalized ads, micro-events. Hit them where they live (digitally speaking).

?? Analysis & Retrospective: Set up a system to measure and review your ABM program’s performance regularly.

Keep tweaking based on what’s working and what’s not. Continuous improvement is the name of the game.

?? Pro Tip: Before diving into ABM, get aligned with key stakeholders and sales on the “why,” expectations, metrics, and resources. Clarity upfront saves headaches later. ??

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??Phil’s LinkedIn Ad Tip Of The Week…

?? LinkedIn ABM Success: My Playbook for Crushing It

?? Cracking the LinkedIn ABM Code If you’re trying to master Account-Based Targeting (ABT) on LinkedIn, I’ve got a playbook.

Here’s how I’ve been filling up my pipeline with top-notch prospects, and you can do it too. ??

?? Start with a Solid List: First things first, you need a killer list.

I usually start by pulling a list of recently funded SaaS startups from Crunchbase.

You can grab your list from any reliable source where your target clients hang out. Too busy to do the digging yourself?

No problem—hire someone on Fiverr to scrape the data for you. Efficiency is key, people. ???♂?

?? Target the Right People: Once you’ve got your list, upload it into LinkedIn.

But here’s the trick:

Don’t just go after the decision-makers—cast a wider net. For instance, if the VP of Marketing is your target, also include the Marketing Manager (for that bottom-up approach) and the CEO or CMO (for the top-down).

This multi-layered strategy makes sure your message hits home at all levels. ??

?? Content is King: Now, it’s time to hit them with content. Video works wonders here, but don’t sweat it if they don’t click.

Zero-click content is still powerful because the goal is to get them to consume your educational material.

You’re playing the long game here. ??

?? Drive Action: Alongside your educational content, run ads that drive them to your website with a strong bottom-of-funnel (BOF) call to action, like “Book a Demo” or “Schedule a Quick Call.”

This combo keeps your audience engaged and gently nudges them down the funnel. ??

?? Frequency Matters: For context, my audience was around 10k people (about 2,000 companies, with 3-4 contacts per company).

The sweet spot? You want to hit each person 3-5 times with at least 2-3 different pieces of content.

Do the math on your cost per 75% view or CPM, then figure out how many impressions you need to reach that frequency. ??

?? Pro Tip: Account-based targeting on LinkedIn is a powerhouse. By strategically targeting and nurturing key accounts with tailored content, you’ll see high-quality leads and demos rolling in from the companies that matter most. ??

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?? How To Position Your Homepage for Success: Tips from the Pros

??? Is Your Homepage Missing the Mark? Steffen Hedebrandt, co-founder of DreamData, sat down with Anthony Pierri, and let me tell you—Anthony dropped some serious knowledge on how to make your homepage do the heavy lifting.

Here’s the big takeaway:

?? Are you positioning your product within a clear category, or leading with specific use cases?

This question is the linchpin of your homepage strategy. Let’s break it down:

?? Use Case Strategy: If your product is versatile and can solve a range of problems, lean into showcasing different use cases.

This way, potential customers can instantly see how your product fits their specific needs.

It’s like giving them a personalized tour of what you offer. ???

?? Category Strategy: On the flip side, if your product is more specialized, pick a strong category and own it.

This makes it crystal clear what you do best and why you’re the top choice in that space.

Think of it as planting your flag in the ground and saying, “This is our territory.”??

Once you’ve figured out which strategy suits your product, here’s what you need to do next:

?? Amplify Your Focus: Zero in on which department or industry is going to be your biggest champion. Tailor your messaging to speak directly to them.

This isn’t just about selling a product—it’s about building a relationship with the people who will love what you do.

??? Clarify Your Message: Your homepage should clearly communicate what sets your product apart, who it’s for, and the problems it solves.

This isn’t the time for vague language or industry jargon. Clarity is what turns visitors into customers. ???

?? Pro Tip: Repositioning your homepage with a clear strategy can totally transform how your audience perceives your product. Whether you lead with use cases or a strong category, the key is to make your value unmistakably clear. Don’t leave them guessing—guide them to the “aha!” moment. ??

Follow these steps, and watch your homepage start to pull its weight in turning clicks into customers! ??

Link To Interview

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?? Tool Talk: EasyGen vs. Taplio—Who Wins the LinkedIn AI Writing Battle?

So, I recently started using EasyGen, a new AI writing tool from my LinkedIn connection Ruben Hassid (thanks, Ruben! ??), and I’ve got to say—it’s pretty solid.

I’ve been around the block with these AI tools—Taplio included—so I’ve got some thoughts.

Here’s the lowdown: Taplio is like the Swiss Army knife of LinkedIn tools.

It does it all—analytics, scheduling, idea generation, you name it.

If you’re the kind of person who loves having all the bells and whistles in one place, Taplio’s got you covered.

It’s like your LinkedIn sidekick, helping you do everything with a little extra flair.??♀?

But if your main goal is to write long-form LinkedIn posts that hit the mark, EasyGen might be the tool for you.

?? It’s super focused on one thing: helping you craft well-written, engaging posts.

That simplicity is its strength—no distractions, just writing super well.

I found myself whipping up five posts in just 15 minutes, which is perfect if you’re short on time but big on ideas. ??

Both tools have their perks—Taplio is great for an all-around LinkedIn experience, while EasyGen nails it with the content writing.

It really comes down to what you need. ??

?? Pro Tip: If you’re juggling multiple aspects of LinkedIn management, Taplio’s versatility could be a game-changer. But if you’re laser-focused on writing strong, long-form posts, EasyGen’s straightforward approach might be just what you’re looking for. Choose based on your priorities, and you’ll be golden. ?

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?? Programmatic SEO: The Biggest Opportunity You’re Probably Missing

?? Programmatic SEO: Where Automation Meets Scale Jake Ward just dropped some truth bombs on LinkedIn, and if you’re not paying attention to programmatic SEO, you might want to start.

According to Jake, programmatic SEO is the biggest opportunity in the game right now—yet most companies are still stuck in the traditional SEO mindset, cranking out content one piece at a time.

Here’s why programmatic SEO is a game-changer: Instead of painstakingly crafting each piece of content, programmatic SEO uses automation to generate thousands of pages targeting long-tail keyword variations.

This means you can scale your content production like never before, and dominate search results in ways that traditional methods just can’t match.

Byword 2.0: Leveling Up Programmatic SEO Jake also announced the launch of Byword 2.0, which takes programmatic SEO to the next level. Here’s what’s new:

• Customizable templates: Tailor your pages to fit different needs and audiences.
• Feed in external documents: Seamlessly integrate existing content into your strategy.
• Connect templates to data: Use real-time data to power your content creation.
• Upload custom datasets: Build pages that reflect exactly what your users are searching for.

?? Real-World Examples of Programmatic SEO Done Right:

1. WISE: Created over 350,000 currency converter pages in multiple languages. They didn’t just blanket the internet—they strategically targeted regional needs, becoming the go-to resource for currency conversion. ??
2. Product Hunt: Leveraged user-generated content to create 14,000+ alternative product pages. Each page showcases different products, helping users find exactly what they’re looking for. ???
3. Monday.com: Launched over 200 template pages, each highlighting how their platform can be used for different project management needs. These pages aren’t just informative—they’re conversion machines. ??
4. Booking.com: Took it to a whole new level by generating millions of custom landing pages for every city. By combining head terms with primary and secondary modifiers, they rank at the top for searches like “hotels in [city].” ??

?? Pro Tip: Programmatic SEO isn’t just about scale—it’s about smart, data-driven scale. With the right strategy, you can dominate your niche by creating tailored content that meets your audience where they are. If you’re serious about SEO, programmatic is the way to go. ??

If you haven’t explored programmatic SEO yet, now’s the time. With tools like Byword, the possibilities are endless, and the results can be game-changing.??Tools We Love

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The Tools We Love…

• EasyGen - Ai writing tool for Linkedin - my fav tool currently.
• Taplio - Swiss Army knife for Ai Linkedin posting
• Byword - Ai blog writing tool.
• DashThis - For reporting ads to clients
• Instantly - For Cold Email Outbound Campaigns
• Loom - for video content and communicating with clients.
• SmartWriter - for personalised cold emails