Aimers B2B Marketing Digest for SaaS & Tech – August 2024
August 29, 2024
Welcome to the Aimers marketing digest for the last month of the summer! This August has brought a ton of new insights and interesting discussions across the B2B marketing community – let’s dive straight into it!
Lashay Lewis shares on the positioning issue that she notices in smaller SaaS startups, which have a limited amount of use cases: “They’re working on adding use cases to become more horizontal vs vertical. And lots of times they’re competing with companies that are more of a full service solution.” Lashay notes, that as a small startup, you can still compete with a full-service company, but you have to compete on the specific use case that you serve. Read the full post here.
Anthony Pierri goes against the popular narrative that impressions are just a vanity metric. He supports that with his real-life experience of 1-to-1 correlation between LinkedIn engagement and sales calls: “Our sales calls were feeling low these last few weeks, so I blocked out a good chunk of time to create some of the highest quality posts that I could. Three of them did particularly well in terms of reach, and as a result, the following week quickly became flooded with sales calls.” Anthony concludes: “The more eyeballs on your posts… the more business you can get.” Access the full post here.
Roman Krs shares the #1 issue that he sees during his LinkedIn ad campaigns audits. It’s bad targeting. He states that most B2B SaaS businesses waste money on LinkedIn Ads precisely because of it. He also shares his step-by-step process to setting up targeting on LinkedIn, which you can access in his original post here.
Roman also shares a useful tactic to reach your target audience at scale on LinkedIn:
“Step 1: Write posts targeted to your ideal customer.
Step 2: Post it on your personal profile
Step 3: Promote the post to your target audience
Step 4: Create more content and promote”
The full post is well worth reading in its entirety, and you can access it here.
Josh Lowman shares how to own your category as a founder. He distills it into 6 steps:
“1) Answer the central question.
2) Choose your Category Play.
3) Write your Category POV.
4) Use the three levers of differentiation.
5) Unify product and marketing.
6) Repeat, measure, improve.”
If you are a founder, or aspire to be one in the future – read this post!
Yulia Salorenko stresses that great content without distribution is useless. If you are not working on effective distribution and repurposing, “the only people who will see your company’s content are 3Fs: Family, Friends and Foes…” Read the full post here.
Bryan Bumbgardner shares interesting data from Northbeam on YouTube Cost Per Clicks, which dropped 50% in 2024. Bryan states: “This makes YouTube ad placements some of the strongest awareness and brand generation weapons on the market right now.” Access the full post here.
Erik MacKinnon is sharing awesome stats on where B2B marketers are spending their budgets (based on his survey of 100 marketing leaders). His main takeaways are that digital ads continue to dominate, and in-person events are back. Also, “there is a huge long-tail of spending in B2B” – which is reflected in that “Other” category at the bottom of the chart: “That’s *twenty* different marketing channels, from TikTok Ads to Podcast Ads to Apple’s App Store ads.” Access Erik’s post here.
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And of course, we’ve had a busy month here at Aimers this August, collecting marketing juice and honey for you!
Our PPC Manager and #FacebookAds expert Alesia Sidaruk shares 8 tactics to drive your SaaS growth with Facebook Ads. From lead magnets for specific audience segments, to optimizing for high-value conversions – Alesia’s advice is tried and tested! Read the blo post here.
Our Account Manager Veronika Markovskaya is sharing why you need an account manager on your agency’s team and how to get the most out of the collaboration. If you ever plan to work with a marketing agency, this article is worth your time. You’ll know exactly what to ask from your AM – and what they can deliver to you! Access the blog post here.
Our PPC Manager Layla Abilova shares 6 expert tactics for growth hacking with Google Ads. These come from a real-life expert in the field of #GoogleAds, and they will drive leads and sales for you. Access Layla’s blog post here.
We share 5 tools to make your SaaS ad campaigns more profitable, including our unique Aimers Ad Performance Calculator for SaaS. Using this tool is like having a consultation with our expert PPC team – for free! Try it here: aimers.io/tools/saas-calculator. Get info on all 5 tools and read the blog post here.
Our CEO Yuri Yurchuk shares on the difference between market-driven and marketing-driven approach:
“Marketing-driven means focusing on tools and tactics.
Market-driven means focusing on customers and their stories.
To truly connect with their audience, market-driven founders do not overly focus on data, but listen to people.”
Read the full post here to get inspired by real-life business examples and Yuri’s observations.
Takeaways
So now you have it – the hottest B2B marketing insights of the month. We always appreciate hearing from you in the comments; what marketing goodness have you discovered this month that you’d want to share with the community?
Ekaterina crafts engaging and strategic content to drive brand awareness and audience engagement. Her expertise in digital marketing helps the agency deliver impactful campaigns and achieve client goals.