Weekly B2B Marketing Digest / Week 41
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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INSIGHTS FROM EXPERTS ON LINKEDIN
Kamil Rextin talks about how the 95:5 rule in B2B marketing is often misunderstood, including by himself. He shares a personal story about how he discovered a new tool not because he was actively looking for it, but because he saw an ad at the right time. His point: while you can’t always predict the perfect timing, increasing your reach helps boost the chances of being in front of the right person when it matters.
Luuk Janssen shares how he took on the challenge of improving HubSpot’s website header to better communicate their value. He critiques the original for being vague and suggests clearer messaging that focuses on what HubSpot actually does—helping businesses run marketing, sales, and service operations in one place. His goal was to make their value easy to understand, using simple, direct language.
Greg Isenberg talks about how job roles are blending, with people taking on tasks that don’t fit traditional titles anymore. From marketers coding to engineers doing customer support, the lines are disappearing. Greg predicts that in the future, the most successful people will be the ones who can do it all—build, market, and sell—while everyone else is stuck in meetings.
Stan Rymkiewicz explains how his company grew 100% in Q3 by combining demand generation (building awareness and relationships) with demand capture (turning interest into pipeline). He emphasizes that both approaches need to work together - growing brand awareness is pointless without a plan to convert interest, and optimizing conversions is useless if no one is visiting. His key insight: balance demand generation with demand capture to drive consistent growth.
???? Andrei Zinkevich shares a straightforward method for budgeting and forecasting ABM programs, based on account tiers and revenue potential. He walks through key steps like segmenting accounts, defining tier budgets, and aligning spending with sales goals. Andrei stresses the importance of focusing resources on high-revenue accounts and avoiding overspending on tech, ensuring meaningful engagement with target accounts.
Eric Linssen reflects on his journey to improve Keyplay's LinkedIn ads, realizing their messaging wasn’t clear enough to drive conversions. He outlines a new strategy that includes targeted account lists, mapping ads to buyer awareness stages, and building landing pages for specific use cases. Eric believes LinkedIn ads will help build pipeline and provide valuable insights into what messaging resonates most with their ideal customers.
Aakash Gupta breaks down Anthony Pierri ?? ’s approach to writing homepages that turn visitors into customers. The key is simplicity—focusing on compelling your ideal audience to take action, rather than overwhelming them with vague messaging or company vision. Aakash highlights four common mistakes: speaking to multiple audiences, using the wrong champion, over-promising outcomes, and relying on vision-driven messaging instead of immediate, actionable value.
Danny Asling shares the secret to successful marketing leadership: balancing short-term wins with long-term strategy. While long-term initiatives like building partnerships and demand campaigns drive sustainable growth, short-term wins—like optimizing sales processes and running retention campaigns—are necessary to build trust and buy time for long-term efforts. Danny emphasizes that both approaches are vital for ongoing success.
领英推荐
Chris Tottman explains the "TAM-SOM Paradox" that founders face when managing resources while attracting investors. Founders need to focus on their Serviceable Obtainable Market (SOM) to be lean and effective, but investors are often more concerned with the Total Addressable Market (TAM) for growth potential. The key is to execute efficiently within your SOM while showing VCs a clear path to expanding into your TAM.
WHAT'S NEW IN THE INDUSTRY
Google is rolling out its new AI-powered video creation tool within Product Studio, available to U.S. merchants. The tool allows merchants to create videos quickly by transforming product images into dynamic videos, making it easier for brands to use in ads, websites, or other marketing platforms. This feature is designed to help businesses save time and resources while enhancing their product campaigns.
Meta is expanding its generative AI capabilities, launching new video creation tools for Facebook and Instagram ads. The tools, available through Advantage+, allow advertisers to create immersive video ads and animations from static images without needing original video content. Meta is also improving brand voice and tone options while integrating creator content more seamlessly into ads.
Google has added new features to Performance Max, including campaign-level negative keywords and impression share reporting, giving advertisers more control over their campaigns. These updates will help advertisers refine traffic, allocate budgets more efficiently, and avoid wasted ad spend. The changes make Performance Max more viable for smaller businesses and those with limited data or audience signals.
A recent HockeyStack report sparked debate on LinkedIn, highlighting the complexity of B2B SaaS sales, which now involve over 250 touchpoints to close a deal. This has reignited a larger conversation within the B2B marketing world, with one side emphasizing the importance of measurable attribution, while others argue that this focus undermines brand marketing. The discussion reveals a growing divide in the industry over the future direction of B2B marketing strategies.
TikTok has launched five new ad solutions—Smart+, GMV Max, Out of Phone: Retail, Conversion Lift Studies, and Privacy-Enhancing Technologies—to help brands optimize campaigns and boost results. These tools focus on automating ad creation, driving conversions, and enhancing privacy measures, aiming to position TikTok as a platform that drives consumer actions beyond entertainment. Early adopters have reported improvements in cost per acquisition and gross merchandise value, highlighting TikTok's growing importance in digital advertising.
LinkedIn Message Ads let B2B marketers connect with prospects through personalized messages that feel like regular LinkedIn chats. These ads have high open and engagement rates. To get the best results, keep your messages short, use personalized details like the recipient’s name, and test everything before you go live.
Starting November 21, businesses must have a verified Google Business Profile (GBP) to run Local Service Ads (LSAs), with mismatched or unverified profiles leading to paused ads. This change strengthens the connection between LSAs and GBPs, ensuring accurate business information and integrating customer reviews. Businesses need to align their profiles to avoid disruptions in lead generation and search visibility.
Reddit has introduced AI-driven Keyword Targeting and Dynamic Audience Expansion to improve ad relevance and performance. Ads can now be placed within relevant conversations, boosting conversion volumes by 30% (according to Reddit). AI-suggested keywords and Multi-placement Optimization refine targeting and enhance efficiency. These updates make Reddit a stronger contender in contextual advertising.
Starting November 13, Google Ads will limit historical data access to 11 years, impacting long-term trend analysis and reporting. Advertisers using the Google Ads API will not be able to retrieve data older than 11 years from the request date. This move reflects growing data privacy concerns and aligns with industry trends toward more defined data retention policies. Advertisers needing older data must download and store it before the deadline to avoid disruptions in historical reporting.
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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Head of Growth @ Default
1 个月Appreciate the mention!
Co-founder @Fullfunnel.io | ABM and full-funnel marketing for B2B tech companies with high ACV and long sales cycle
1 个月Appreciate sharing my budgeting framework. Heard from folks it's very helpful.
Positioning & Messaging voor start- & scale-ups | 50+ Founders & CEO's 1:1 geholpen
1 个月Thanks for the mention Deivis Rupslaukis. ??