Aimers B2B Marketing Digest for SaaS & Tech – December 2024

But first: do you know that we also have an email newsletter? And it’s available only to marketing SUPERHEROES who are subscribed! 😁 You can join their ranks here: aimers.io/aimers-newsletter-form. Our newsletter comes out every other week, and is packed with valuable and actionable info on PPC and B2B marketing. 

It’s the time to look back at the year 2024 and make resolutions for 2025. But what about your ad accounts? They need a New Year’s makeover too! Our team offers completely free PPC audits – and these are so worth doing! 

• Discover areas of inefficient spending and errors in your ad account configuration
• Identify opportunities for growth and testing new segments
• Improve your ad copy
• And more!

To learn if you are eligible for our free PPC audit, drop us a request at aimers.io/contacts. We’ll get back to you shortly with all the details. The audit process is straightforward, hassle-free, and comes with no strings attached.

Pierre Herubel, Founder & Coach Authority-First Content, outlines a winning B2B marketing playbook for 2025: 

1. Creating content for passive buyers (LinkedIn thought leadership, in-depth YouTube videos, expert newsletters)
2. Get ready to capture demand from active buyers – ensure a fast response across all channels. “Build an efficient inbound sales system to capture and manage demand.”
3. Run warm outreach for potentially active buyers. “Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out.” Contact them directly via social selling, ABM for larger accounts, and warm emails.
4. Invest in an intent signals gathering system. “To make the warm outreach more efficient, invest in an internal system to gather intent. You can combine engagement metrics, gated content interactions, website visitors, product analytics, external tools, and potentially AI.”

Gonçalo Prates, Senior Performance Marketer at AdConversion, says that “LinkedIn's Text ads are everything we wished Google Display ads could be for SaaS brands”. Here are his insights:

“In a nutshell, text ads:

- Show up in the top right of your screen (desktop-only)

- Get you cheap impressions (almost free)

- Are less intrusive than other ad formats

Plus, you leverage LinkedIn’s targeting while keeping your ads in-platform (no crazy placements like Google Display 🤞)

If you haven’t tried them yet, here are some numbers I’m seeing with some of our clients:

👉 CPMs between $0.15 - $1.75

👉 CPCs between $5 - $20

I’m primarily using these for remarketing - it allows me to reinforce our message without annoying our prospects (again, they’re less intrusive).”

SaaS Advisor Laura Bolaños shares 7 results-oriented content pieces that some might consider “boring”, but nevertheless have generated $2M+ in SaaS Revenue:

1. Detailed case studies: i.e., “How Company X Increased Its Sales by 300% Using Our Platform”
2. Annual industry report with relevant statistics: i.e., “Original Research from 100+ Industry Leaders”
3. Expert tips video series with practical advice from leading users: i.e., “3-Min Actionable Tips from $10M+ CEOs”
4. Webinar “SaaS Trends 2025 with Industry Leaders”: i.e., “Live Predictions from Top 5 Industry Experts”
5. Free e-book: i.e., “Definitive guide to optimizing your [software] in 2025” or “Step by Step Playbook with Templates / Miro boards & Notion templates
6. Blog post: i.e., “Top 10 Most Costly Mistakes in [Industry] And How to Avoid Them”
7. A weekly podcast: i.e., interviews with successful customers or behind-the-scenes growth stories and tactics