27%+ of our entire target audience has now learned about Zingtree in the last 30 days 🔥
Before, probably <2% knew about us.
How did this happen?
We started running educational category, product, & customer ads on LinkedIn and Facebook. Optimized for DISTRIBUTION and REACH, not for lead gen forms or website visits.
Each person in the 27% saw our ads avg 7+ times in that month, so we kept a high frequency.
And there are fresh messages: 3 themes with a total of 20 different ads, so they’re not seeing the exact same thing.
Our goal is to educate them in the feed itself; not optimize for getting them to click out of LI or FB.
If they happen to click through to our site, that’s a good proxy sign of their high interest! But it’s not the main goal.
The exciting thing is that our CTR (as a proxy for lots of interest) is crushing: 0.85% avg with some ads as high as 1.56% 🤯 (Keep in mind, we’re optimizing for reach, not CTR!)
And we’re seeing positive signals in other areas too (website traffic, high intent demo requests, meetings, etc.) 📈
Want to see examples? Go to our Zingtree page, go to posts, then filter to ads.
Anyone else seeing success in creating demand like this?
Author: Grant Duncan
Do you know what your “Date WOW” and “Marry WOW” is for your B2B target audience?
Date WOW – what is that thing in the 1st meeting that gets the prospect to lean forward in their seat and say wow? It might be solving a problem in a unique way, an easy way you integrate with their system, or a report.
You need this to get the second “date” aka the second meeting with the prospect.
Marry WOW – what is it that will help the champion at the prospect get internal buy-in from more senior people? Showing the vision for why you’re a great partner long-term is key.
When you figure this out, you can rinse and repeat and scale to lots of buyers b/c you understand what they care about most & how you can help.
Shoutout to Tae Hea Nahm & Bob Tinker for their “GTM Fit” terminology & framework that I’m summarizing here.
Here’s some top factors to review when analyzing your ICP:
– Think about your sweet spot ICP versus your total TAM ICP
– Large pain that you can help with your current product today without many enhancements needed
– Medium to large deal size (likely most companies want this)
– High win rate
– Fast sales cycle length
– Industries
– Company size
– Job titles
– Regions
– The related use case
Keep in mind: your current ICP may not be your future ICP as the product evolves.
Great talking to Sam Dunning about how we cut our paid search budget by 50% and still produced $10K more pipeline that month!
Give it a listen and let me know if you have any questions 👋
One of the most underrated metrics to look at:
Your demo request → opportunity conversion rate
Without spending more, you can get more pipeline created just by improving this metric!
Want to find the failure points? Break down request to opp further:
Demo request → Meeting scheduled
Meeting scheduled → Meeting attended
Meeting attended → Opp created
Your breakdown might look different if BDRs meet with a prospect before an AE, if you demo in a second meeting, etc.
Which area of breakdown have you seen the best improvements in?
Check out the latest podcast I was interviewed on for some career advice and Marketing best practices!
Thanks for a great conversation, The Marketing Ladder & 🍏 Mason Cosby
Link in comments 👇
I’m hiring a Product Marketing Manager! Interested? Apply with the link in the comments!
Why join us?
1. Work with me & our fantastic team!
2. Zingtree is growing very fast as a company
3. We have a very differentiated product
4. We’re taking an innovative approach to Marketing
Tag someone you think might be interested even if you’re not 😊
We had a brainstorming session on new ad copy today, and the number of new ideas was spectacular!
Make sure to invite people outside of Marketing as optional to get other perspectives. For instance, Ryan Peterson from Sales joined and had terrific contributions 🔥
Sales people can have excellent insights b/c they’re talking with prospects often and usually doing cold outbound email, which requires creative copy testing.
There are 4 secrets about self-reported attribution that every Marketing leader should know before implementing “How did you hear about us?” on their forms…
1️⃣ You need to create a second field to categorize and bucket the free-form answers.
This second field with grouped categories is what you’ll use for reporting purposes. You can do this manually or through automation. I prefer manual b/c I like to review every lead to find new insights & it only takes 5-10 seconds to populate the second field with the category.
2️⃣ You should test the exact language on your form.
We changed it to “How did you hear about Zingtree? Please provide as much detail as possible.”, and it greatly increased the length of answers and insights we could get from the field.
3️⃣ It’s not perfect when someone says they heard about you through multiple sources.
E.g. LinkedIn and Google search. Unless you want to do very advanced & often convoluted reporting with a bunch of (If field contains “word”, then show in this report), then you should only put one answer into the field. Which means you’re losing some of the data in your reporting using the second field.
4️⃣ Setup syncing between your MAP to CRM so that the field can carry through to the opportunity too.
This enables you to do reporting at the lead, opp, and customer level.
What would you add to the list?
Any questions about these?
Want to expand the countries you target in paid media? Here are a few considerations:
1️⃣ If you’re just targeting the US right now, consider adding other English-speaking countries. (Same applies for whatever language you use.)
2️⃣ Then expand outside of English-speaking countries but only for English speakers.
Use your existing audience or campaigns and add extra countries but keep it so that their primary profile language is set to English.
3️⃣ If you have people who can speak other languages:
Take a web page, translate it to a different language, and run ads to that page for relevant countries.
→ Important general note:
Make sure your Sales & Support team is ready take meetings in the business hours of that country.