Aimers Spooktacular B2B Marketing Digest for SaaS & Tech – October 2024

🧙‍♀️🔮 Alice de Courcy, Group Chief Marketing Officer at Cognism, is unveiling how their demand gen wizards are distributing content through the eerie realms of LinkedIn. Their content descends through several layers, from organic social media posts to long-term LinkedIn ads and email campaigns:

1. Organic social. This is how they know which content is interesting for their audience.
2. Then comes the first level of paid activity – boosting the best-performing posts.
3. The best ads get more promotion (but still on low budget) – but now they drive audience to the blog.
4. And finally: if click-through rates and time on page are good, the team has “the validation we need to invest more time in creating a longer-term ad with proper creative”.
5. “Even further down this validation process, if the DG managers see long-term success in sending people to a specific content asset through paid ads, they may consider building an email content nurture around this same article.”

Read the post in full here – if you dare!

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🦹🪄 Georgi Zayakov, Senior Consultant Digital Advertising at Hutter Consult AG, goes through the insights from the comprehensive study on Performance Max campaigns, gleaned from the crypt of Optmyzr.🧛‍♀️ 

“Surprising:

PMax works really well for lead gen accounts, I will probably more often give it a chance for such clients. 💡

Human bias hurt performance - both the usage of Search Themes and Audience Signals is associated with higher CPA. For the former, even ROAS is worse. 🤕 Correspondingly, in my last campaign set up on Friday last week, I decided to not use those two functionalities.”

Venture into the abyss and read the full post here, as well as Optmyzr’s study.

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🦇🧝‍♂️ Laura Erdem, Sales Manager – Americas at Dreamdata, unveils their B2B customer path to the dark side (i.e. buying):  

“- Starts with LinkedIn Social (way before anything else)

- Re-starts with a G2 comparison (they are already comparing!)

- Continues direct from an anonymous visitor checking pricing

- Demo booked = channel = direct

- 5 meetings

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CLOSED

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Half of the time they were exposed to our advertisement (orange dots in the journey)

The other half they were buying.

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!! Total customer journey length was over 400 days if counting Linkedin Ads impressions”

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🎃🔮 In the eerie twilight of marketing KPIs, Mike Stachurski, Head of User Growth EMEA TikTok, conjures a chilling truth: the obsession with CPC and CTR is nothing but a treacherous mirage! Behold, for the ultimate metric that should guide your marketing journey is none other than ROI! 

“Here’s why ROI should be your North Star metric:

• Revenue Over Traffic: ROI allows you to measure how much revenue you’re generating relative to your marketing spend. It’s not about how many people visit your site; it’s about how many of those visitors turn into paying customers.
• Customer Lifetime Value (CLV) Integration: Smart marketers don’t just look at short-term ROI but integrate metrics like Customer Lifetime Value (CLV). Knowing the potential future value of a customer helps justify higher upfront costs, making ROI a dynamic and evolving metric over time.
• Measuring Impact, Not Just Activity: ROI focuses on the financial outcome of your marketing activities, not just how busy you’ve been. 🚨 Activity-based metrics like CPC or CTR might make you feel productive, but they can distract you from the goal: profitable growth.”

Read his LinkedIn article in full here.

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🧙‍♂️✨Pierre-Antoine T., VP of Marketing at Abbadox, is sharing how they pulled off a 47% increase in inbound leads – “without resorting to witchcraft or selling their souls (yet).” Spoiler alert: it involved PPC and the involvement of Aimers team!

“In January, we called in Aimers - SaaS & Tech Marketing Agency, who stepped up with a PPC and brand awareness campaign aimed at healthcare administrators and radiology centers. They tackled Google and LinkedIn ads like they were storming the beaches of Normandy, armed with killer keywords, ad copy that could charm a robot, and visuals that actually made people pause their doomscrolling.

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But Aimers didn’t stop there—they worked with us on website conversion rate optimization, which is fancy marketing speak for “making sure all those clicks turn into actual humans doing business with us.”

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Fast forward six months, and we’ve seen a 47% bump in inbound leads. Last month alone, we had a 16.6% jump in conversions and a 34% traffic boost—because apparently, people finally realized how awesome we are.

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The real magic? Aimers understood our industry better than we understand how we’re still functioning after the 17th Zoom call of the day. Their approach didn’t just focus on quantity; they made sure the leads we got were quality, AKA not bots or our moms. This innovative mindset is right up AbbaDox’s alley because if there’s one thing we love, it’s squeezing every ounce of brilliance out of every campaign.”

Check the full post here.

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