Weekly B2B Marketing Digest / Week 39
Hey! Welcome to our latest newsletter, a curated blend of the latest news in digital marketing, coupled with insights from top thought leaders on LinkedIn.
Before we get started:
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WHAT'S NEW IN THE INDUSTRY
Google Ads has introduced a new Video Enhancement feature for its Performance Max campaigns, designed to automatically optimize video ads. While it aims to improve performance, some advertisers are wary of losing creative control due to Google's AI-driven adjustments. Advertisers are encouraged to test this feature cautiously and monitor its impact on campaign performance.
Reddit offers unique advertising formats like Promoted Posts, Free-form Ads, and Takeovers, allowing brands to reach highly engaged, niche audiences across 100,000+ communities. With Reddit's smaller but valuable user base, these formats provide opportunities for native, authentic interactions. Brands can take advantage of Reddit's ad inventory options and community-driven atmosphere for more effective targeting and storytelling.
Reddit has introduced new AI-powered features like an ads inspiration library, copywriter, and image auto-cropper to make ad creation easier for small businesses. These tools aim to enhance ad performance by automating tasks and offering Reddit-specific creative suggestions. As competition for ad dollars heats up, Reddit’s investment in AI could help small businesses succeed in advertising on the platform.
TikTok's new Search Ads Campaign allows advertisers to target users directly in search results, aiming to challenge Google's ad business. With 57% of TikTok users utilizing the app’s search feature, this keyword-based ad solution lets brands capture attention at moments of intent. Early testing shows a 20% boost in conversions when combining Search Ads with In-Feed Ads, but an upcoming U.S. TikTok ban could limit its potential impact.
Google's Ads Data Hub (ADH) enables advertisers to integrate first-party and Google Ads data for deep insights into customer behavior, while maintaining strict privacy compliance. ADH allows cross-platform measurement, enriched targeting, and personalized retargeting strategies using aggregated data through Google Cloud’s BigQuery. While ADH offers powerful analytics, it requires SQL expertise and does not provide real-time data access, which can limit its immediacy in decision-making.
INSIGHTS FROM EXPERTS ON LINKEDIN
Markus St?hlberg highlights the importance of defining an Ideal Customer Profile (ICP) beyond basic firmographics to enhance your go-to-market strategy. He advises segmenting your ICP by priority tiers, considering tech stacks, and ensuring all teams align on the ICP definition. The biggest mistake? Letting different teams interpret the ICP differently, leading to inefficient GTM efforts.
Simon Hawtin stresses the importance of creating impactful ads that capture attention in just 2.5 seconds before users look away. With shrinking attention spans and constant multi-screening, eye-catching, high-quality creative is essential to stand out. His insights are backed by data showing that nearly no one remains engaged after 10 seconds.
Finn Thormeier shares his candid experience with customer churn over the last 4 months, identifying three recurring reasons: unrealistic time commitments, lack of relevant experience for the ICP, and company struggles. To reduce churn, he’s implemented better qualification questions and refined his demo process to ensure long-term success for founder-led marketing initiatives.
Tas Bober shares insights from buyer interviews, revealing that technical B2B buyers value peer testimonials but are skeptical of their authenticity on websites. To boost credibility, he suggests linking testimonials to LinkedIn profiles, or using tools like Noble that allow buyers to directly contact peers. This approach builds trust and creates a buyer-first experience.
Kevin Lord Barry outlines the distinct responsibilities of in-house marketers and ad agencies when collaborating on paid advertising. In-house teams focus on internal collaboration, data, and strategic oversight, while agencies handle B2B ad execution, creative development, and platform optimization. Clear communication and alignment on goals are key for maximizing ROI.
Louis Grenier explains why marketing can't be boiled down to simple funnels or tactics, emphasizing that it functions as a complex system where elements like tools, team members, and channels interact in unique ways. He warns against following templated steps or expecting identical results from others, stressing the importance of understanding the interconnections within your marketing efforts.
Stan Rymkiewicz shares how his website converts at 2.4% by implementing three key tactics: simplifying email forms, emphasizing value on the pricing page, and clearly addressing customer pain points. These strategies streamline the user experience, enhance engagement, and filter out poor-fit prospects, leading to higher conversion rates.
Kirill Vdov explains that demand generation can't create demand for a product, but it positions you as an expert by addressing relevant problems. He highlights the importance of continuous retargeting and nurturing through educational, engaging content, as demand is generated when the audience eventually seeks a solution, making constant engagement crucial.
Emir Atli warns that relying solely on last-touch attribution, like brand keyword searches, can mislead marketers into over-investing in branded keywords. He emphasizes that decisions are made based on multiple touchpoints, advocating for a more holistic view of the buyer journey to better allocate marketing resources and improve performance.
Mason Cosby shares Scrappy ABM’s cost-effective program that generates a 4.4X return by focusing on LinkedIn networking, content engagement, and personalized outreach. Through a combination of live events, podcasts, and strategic re-engagement tactics, they build meaningful relationships and track engagement to guide prospects through the sales funnel efficiently.
Patrick Trümpi outlines key hurdles for European startups in the US: inflated praise from Americans, a highly individualistic culture, faster sales cycles, and tougher competition in outreach. He advises caution when hiring and selling, stressing that top-down decision-making can speed up sales but outreach channels are oversaturated. He also warns about complicated US contracts.
Richard King shares insights on product discovery, emphasizing that blending product-led and sales-led growth is tough. He notes that PLG doesn't replace marketing, and homepage copy is critical for acquisition strategies.
Eric Seufert sees TikTok’s new keyword-targeted search ads as a bigger threat to Amazon than Google, especially in eCommerce. TikTok’s growing search role and its rejection of an Amazon ad partnership have intensified competition in the space.
That's the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
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