Category: demandgeneration

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b2bmarketing creative demandgeneration

Unlocking the Secrets of Successful LinkedIn Ads: A Deep Dive into ‘Create Demand’ Campaigns

Curious how “create demand” LinkedIn ads actually look? 👇

These are actual ads we’re running and getting great engagement and reach on.

Key components:

1. Educational message in the image (Zingtree + Zendesk integration story)

2. Long post copy so that those who are curious can dig in and learn more.

3. CTA text to learn more (explicitly not about getting a demo)

4. Related web page when someone clicks through

Deployment strategy:
– Distribution-focused reach to our whole audience that we know uses Zendesk already
– The goal is education in the feed; not a lead gen form fill
– Audience expansion & LinkedIn audience network off

How would you improve these?

Shoutout to Omar I. Hamoda for the great designs!

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b2bmarketing demandgeneration

Mastering Executive Communication: A Proven Talk Track from My Recent Board Meeting

Swipe the talk track I used in the last Board meeting & use it yourself with other execs & Board members 👇

What a fun convo with Sam Kuehnle and Sidney Waterfall!

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abm b2bmarketing demandgeneration outboundsales

Maximizing Your Reach: Innovative Strategies for Targeting Your Audience in Paid Social Advertising

You’ll never reach your entire target audience on paid social.
But here’s how we get as close as possible at Zingtree.

This is a big Venn diagram – Each audience is largely overlapping but slightly unique. So each audience incrementally adds more people we previously didn’t include.

Not only is this good for making sure we market to our whole audience, but…

It’s also good for ensuring we provide full aircover for our Outbound Sales team.

What other sources should we add?
Does this inspire you to add more audiences to your paid social?

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b2bmarketing demandgeneration facebookads linkedinads

Mastering Demand Creation: Top Metrics to Track for Optimizing Your Advertising Campaigns

People try to create demand but don’t know how to tell if things are working.

It gets harder when you’ve done 10+ campaigns.

Here are the top platform-level metrics we track to improve performance:

Campaign Name
Ad platforms
Type of ad(s)
Audience(s) included
Audience(s) excluded
Date launched
Date ended

Avg. CTR
1st month frequency
2nd month frequency
Audience size
Reach

$ spent
Cost per 1K member accounts reached
Avg. CPM

What metrics do you like to track inside the platforms for creating demand?

Categories
b2bmarketing demandgeneration revops

Effective SLAs to Boost Follow-up Success After Demo Requests: A Comprehensive Guide

Do you have clear expectations about follow-ups after someone requests a demo or trial?

Here are some examples of SLAs you can track:

▶ All new leads are followed up within “20” hours (excluding weekends and holidays)

▶ All open leads that haven’t emailed you back must have some kind of activity at least every “3” days (email, LinkedIn, phone, etc.)

▶ All open leads must have a LinkedIn outreach or phone call before getting disqualified

▶ All open leads that have responded to you must have some kind of activity at least every “2” weeks (email, LinkedIn, phone, etc.). Even if it’s just sending a helpful article as a way to stay in touch and top of mind.

▶ All open opportunities must have some kind of activity at least every “3” weeks (email, LinkedIn, phone, etc.). Even if it’s just sending a helpful article as a way to stay in touch and top of mind.

What kinds of expectations do you have in place? Or what have you seen work well in the past?

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b2bmarketing demandgeneration facebookads linkedinads

Unlocking Success with 2 Unique Paid Social Strategies: How to Stand Out and Target Effectively

2 paid social plays I don’t see others doing much (that we’re having success with):

1. Run ads that don’t look like ads.
Our minds are better at filtering out & scrolling past ads.
Stand out in the feed or blend in with user posts; just don’t look like an ad.

2. Talk about your integrations and target companies that use that other company you integrate with.
Now you have a more targeted message to a more targeted audience.

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b2bmarketing creative demandgeneration

Revolutionize Your B2B Social Ads with Midjourney AI: A Step-by-Step Guide to Unleashing Creativity

“One of the coolest ads I’ve ever seen in b2b out of thousands I’ve seen lol” – a quote from our demand gen agency

To stand out in the feed, get creative! And use Midjourney AI to help.

Here’s one of Zingtree’s new paid social ads that Omar I. Hamoda created with the help of Midjourney (an AI text to image generator).

How to do it yourself:
1. Enter a prompt into Midjourney.
2. Choose your favorite output.
3. Make edits to it in an image editing tool (if needed).
You’re done! And you saved hours of design time.

Categories
competitiveintelligence demandgeneration productmarketing

Maximizing Competitive Research: 2 Powerful Strategies to Boost Sales and Demand Generation

People talk about how to do competitive research but there’s not enough about what to DO with it. 

Here are 2 simple ways to 1) Equip your Sales team with it & 2) Use it for Demand Gen

1) Equip your Sales team with it
Give Sales the exact talking points for what to say. Literally script it out, but keep it short.

“Hooli is great for x, but there are 3 key areas that Zingtree is better. 
”

B/c it’s so short, Sales can memorize this or have it pulled up & read verbatim. If a prospect really wants to go deep, then you can pull in a Sales Engineer, PM, or CI Marketer.

2)) Use it for Demand Gen
Turn your insights into a competitive comparison web page. If your web team is really backed up, do it as a blog post first. 

Then add it to your top-level website navigation or footer so you can educate your web visitors who may be evaluating both of you.

Also, test paid search for “Hooli alternative” type keywords. 
If you have enough budget, you can test “Hooli”, “Hooli pricing”, “Hooli support”, etc. 

Then try paid social if you have even more budget.
You can try to take competitor customers by running paid social ads to accounts that use competitors. Your ad messaging will be highly targeted & relevant. Just keep in mind this is a long play if their customers are locked in annual contracts.

As you may have guessed, we’re near the end of this process for 3 competitors. Externally facing pages coming soon!

What competitive plays do you like to ship fast?

Categories
bingads demandgeneration googleads

Boosting Leads While Slashing Budget: Our Successful Strategy with High-Intent Paid Search Keywords

Last year, we cut our paid search budget by 50% after doing the “split the funnel analysis”. Pipeline from paid search even went up the month after! That’s b/c we only cut keywords that had never produced an opp or customer.

But wait, there’s more! We just added new paid search keywords.
Specifically adding more high-intent paid search keywords that we have never tried bidding on in the past.

We found these new keywords to add from:
1. People mentioning the terms in the “How did you hear about us” required free text field
2. Conversations with ICPs & our internal employees

After we did this:
We immediately saw a jump in the # of leads from paid search.

Now we’ll wait and see which turn into opportunities. If these new keywords never produce an opp after a period of time, then we’ll prune them.

Moral of the story: keep doing the dance with paid search keywords

Categories
b2bmarketing demandgeneration retargeting

Unlocking the Power of Retargeting: A Comprehensive Guide to LinkedIn, Facebook/Instagram, and YouTube Strategies

We’re retargeting people across LinkedIn, FB/IG, and YouTube.

See our strategy below. Steal it yourself or tell me how we can improve it 😊

On LinkedIn, we are retargeting users that have done the following AND match our target job titles:
– 180 Day Website Visitors
– 180 Day Company Page Visitors
– LI Ad Clicks (Updated Monthly with new campaigns)
We’re also excluding customers and competitors.

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On Facebook/Instagram, we are retargeting website users that have hit our Marketing website. We are excluding customers and competitors from the Metadata Metamatch audiences. We also exclude actual web app product users.

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On YouTube, we are retargeting all website visitors who have visited our marketing website. We exclude actual web app product users.

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So… try this out yourself! And/or tell me how we can make it better!

Shoutout to Blake Strozyk / Bull Media for helping us co-create these strategies and execute them.