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This file was generated by Descript 

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In our experience, many B2B SAS companies
abandon their paid media channels

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too early without fully exploring
all the options available to them.

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And based on hunches instead of data.

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Now we've learned from discussions with
prospects and clients, that there is a

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tendency to make false assumptions about
their optimal customer channel fit.

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Often because of past difficulties
they faced while using one digital

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marketing channel or another.

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Some of the common challenges we
hear about include with Google ads.

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Companies often reach a scaling
ceiling with the amount that

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they can spend on keywords.

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They want to target.

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And when they reach the ceiling,
most transition over to Facebook or

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LinkedIn ads, because they don't know
what else they can do with Google.

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Now with LinkedIn ads.

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They know it's supposed to be a
great channel for B to B advertising,

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but they aren't sure whether they
want to invest in the higher costs

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associated with the platform.

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So they choose to advertise elsewhere or
tested out only in a limited way, which

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is ultimately reflected in that results.

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And with Facebook ads, they're able
to spend a lot of their budget,

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but that customer acquisition
costs a high and it doesn't seem

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to be leading to many conversions.

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They suspect it's not the best
social media channel for a B

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to B SAS product, but they feel
like they've run out of options.

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So they continue advertising there anyway.

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When B2B SAS businesses sign up to work
with us, we sent our initial project

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around testing, paid media channels,
and we focus on paid as opposed to SEO

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in the beginning for three reasons.

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One, you can see who's converting
and you aren't left guessing about

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how your traffic will convert.

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Too.

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You begin seeing results immediately
as opposed to needing to wait weeks or

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months before you can see what's working.

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And three, you can task content to find
out what's interesting to your prospects

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and avoid investing in and creating SEO
content that lacks customer content fit.

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By testing more of the options
available to you within each platform,

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you can make more informed decisions
and be more confident, your spending

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marketing budget in the right places.

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And this episode will cover the
mistakes that we see, SAS marketers,

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making our advice to mitigate those
mistakes and an overview of our approach

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for finding customer channel fit.

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When we test paid media
channels with new clients.

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Marc: I'm Marc Thomas.

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I'm the head of growth
at powered by search.

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And today I'm going to talk you through
some of the best knowledge that we

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have on building B2B SaaS businesses.

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Now, if any of this is interesting
to you and you want to read more,

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you should go to our website.

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It's poweredbysearch.com
and check us out there.

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Finding customer channel fit is
like having the wind at your back.

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When you find it, everything's easier
because more potential customers are

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close to the end of the sales cycle
and the congregated in one place.

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Let's look at the general mistakes SAS
companies are making in this area of their

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marketing efforts and then dig into the
channel specific mistakes that we see.

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The first general mistake is
not testing certain channels.

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For example, when prospects come
to us, they sometimes say they've

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chosen not to run LinkedIn ads
because the click costs are too high.

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The problem with this is that if
these assertions are not tested, then

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companies are simply making assumptions
that can often be proven to be false.

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So if your theory about B2B LinkedIn
ads is that they won't work for

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you because they're too expensive.

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You may be right.

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But our stance is that you should test out
ads on LinkedIn to a certain scale before

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writing it off as a non-viable channel.

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Number two is not setting up a
workflow that maps out every step from

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a channel through to a conversion.

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SaaS businesses usually have
hypotheses about how they expect the

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channels they using will perform.

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But we haven't seen their strategy
for judging channel performance

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to be much deeper than that.

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Generally.

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And our process, we set up a workflow
that maps out a path from that

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channel through to a conversion.

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A simple workflow can help you see the
subtle areas that you can tweak within a

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channel to iterate and improve on things.

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And better diagnose what's wrong
when things aren't working.

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Without this workflow, you can easily
come to the conclusion that a channel

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isn't working on the actual problem
could be the messaging in your ads.

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The structure of your landing pages.

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Or any other number of factors at play?

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Number three is not setting up
remarketing from the outset and

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also not using a pixel delay.

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That's an old saying in the SEO world.

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The best time to get
started was 10 years ago.

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And the next time.

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It's today.

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The same principle applies to
remarketing in the paid media world.

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You don't need to set up your
creative for remarketing ads from

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the outset, but you do need to set
up your systems to begin collecting

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the necessary data for remarketing.

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As soon as your marketing campaigns
are alive, you want to be pixeling

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website visitors who engage with
your ad and specific pages on your

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website so that when you're ready
to begin remarketing, you haven't

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missed out on these initial prospects.

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The other thing that we do is
include a five second pixel delay

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that tells the platform to only add
a remarketing pixel to someone who

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actually waits for your page to load.

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This allows you to avoid wasting
remarketing dollars on users who

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click on your ad, but don't actually
engage with your page and allocate

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those dollars to more qualified leads.

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Number four.

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Leaving the same ads running
without changing them up.

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And we see this all the time.

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By leaving the same ads running.

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You create ad fatigue from your audience.

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They grow tired of seeing the
same ad over and over, and this

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can lead to lowering your quality
score and raising your PPC costs.

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By periodically using new creative
with fresh visuals and messaging.

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You can limit ad fatigue, avoid
turning off prospective new

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customers and keep costs down.

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Now let's look at some of
the channel specific mistakes

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that we see

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Google ads, specific mistakes.

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Not for software companies nailing
your intent based search engine

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channels like Google and bang is
essential because if customers are

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looking for you and you want that.

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They're going to choose
someone else who is.

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Companies will typically bet
on the high intent keywords

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directly related to that product.

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But there are other areas to Google
ads where they miss opportunities.

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Many choose not to use Google display
network, which reaches over 90% of

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internet users because they think
banner advertising is un-targeted.

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And frankly it is, if you execute
it poorly, we actually have a whole

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episode on the display network,
which you should check out.

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Number two.

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Uh, there's avoid bidding on
competitor to keywords because

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they perceive it to be unethical.

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When in fact it can be done
tastefully and effectively.

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Number three.

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Often they'll choose not to bid
on keywords that include their

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own brand name because they
assume they'll get those clicks.

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And number four most won't use in market
or custom intent segments because they

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are less familiar with these features.

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All of the above, allow you to scale
your spending and ultimately your lead

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generation further with Google ads.

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LinkedIn specific mistakes.

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A common mistake that we see with
LinkedIn is that companies will

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decide higher click costs make it
less viable than other platforms.

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But the metric they should
actually be making decisions around

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is the cost to acquire a demo

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As you can see in this graphic,
which is in the accompanying blog

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posts, a link is in the description.

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Higher click costs don't necessarily
mean higher cost per demo.

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We've used simple hypothetical numbers
here, just to visualize this point.

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Even though LinkedIn can be the most
expensive platform in our experience.

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It's often worth investing more in
because the certainty that you're

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reaching your target audience for B2B
is higher than any other platform.

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The main mistakes we see SAS
marketers make with LinkedIn

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can be summed up as one.

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They don't give enough budget to
LinkedIn to be successful to they

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set up targeting it's too specific.

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For example, targeting a single job title.

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And three, they deliver content
that doesn't fit the mindset

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of their target customers.

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When they using LinkedIn.

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Now if you get your
targeting and content, right.

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And given enough budget.

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You can set yourself up for
better results on LinkedIn.

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Facebook specific mistakes.

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The biggest challenge would
be to be ads on Facebook.

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Is that the audience, seeing your
ads is more likely to be B to C.

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The way to overcome this is
to use ad copy and creative.

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That it's very clear it's
for a specific person.

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For example, by using ad copy, like
attention brand and creative managers.

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Are you paying too much
for visual content?

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Find out in less than two minutes.

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Yeah.

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It's can be seen by more
of the right people.

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But often companies
miss the mark with this.

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We also see B2B marketers go
wrong with Facebook ads when they

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build audiences who demographics.

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And interest versus using a
lookalike audiences, which are

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based on real customers and
consistently yield better results.

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And also opt not to use automated
or all placements for ads.

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Uh, feature we see
actually works quite well.

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And then finally use the same
creative across all ad platforms

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instead they should use dedicated
creative for different placements

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These are the mistakes.

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We tend to see SAS businesses make when
it comes to their pay channel strategy.

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What follows is a streamlined approach
that we've developed to test these

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channels for SAS businesses in
order to determine their viability.

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We'll look at that process now.

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And our early projects with clients,
we work with them to establish the

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right fit in three important areas.

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Journey off of fit.

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Customer content fit.

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And customer channel fit.

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Now, these are three of the eight
different types of fit that we think

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about and help establish for our clients.

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Again, we have a whole episode on
this and I blog posts that goes

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into a lot of detail on our website.

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And our journey offer and
customer content fits sanctions.

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We do the setup work that
creates the foundation for

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finding customer channel fit.

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First we collaboratively develop a
lead magnet that we'll be offering to

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prospects who are higher in the funnel.

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They're not ready for
the demo or a trial yet.

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For the lead magnet, we'll
typically use a case study.

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Calculator.

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Cheat sheet or mistake list in PDF form.

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The goal is to create high quality
relevant content that will stand

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out to their ideal customers as
something that's actually useful.

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Ultimately that's the key to
good content marketing, right?

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Next we design and develop a landing
page funnel that maps out the journey

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customers will take from a channel
through, to a conversion, including

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a two-step email marketing automation
that delivers the lead magnet.

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And later a follow up
email from me sales person.

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Then we begin setting up our campaigns
in each of the platforms where

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we'll test for customer channel fit.

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Each of them are set up to
begin collecting remarketing

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data from the outset.

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Including a five second pixel delay.

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And we test all three simultaneously.

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Here are the key elements to
our approach for each platform

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And our deep dive on scaling
Google ads available on our blog.

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We provide an in-depth look at our
process that we use to scale ad spend

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and conversions for our clients.

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We walk you through the
how and why for each step.

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For example, targeting within market and
custom intent segments, letting Google

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show ads to people they've determined
are in the market to buy what you sell.

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Brand consideration intent.

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Showing ads to people who search your
brand plus reviews or your brand plus

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alternatives, directing traffic to you
and not to review sites like Capterra.

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Brand versus competitor intent, showing
ads to people who search your brand versus

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competitor and send visitors to an honest
comparison page hosted on your own site.

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And Google display network
managed placements.

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That's displaying ads to people on
websites related to your general topic

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to reach people higher in the funnel.

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Example software for ax industry.

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And uploading target account lists.

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Target with Google's customer match
feature to reach audiences that

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share characteristics with your
pre-existing customers or leads.

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Also on LinkedIn.

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We have an article about
this on our blog too.

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I'm going to get that tattooed to my arm.

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I'm sure.

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Our director of paid media, that he
offers his recommendations on how to

00:12:52.937 --> 00:12:54.617
get your targeting and content, right.

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With LinkedIn.

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And explains why LinkedIn
is often worth more budget.

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For targeting cast a wide net.

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LinkedIn works best when you
give it a range of related job

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titles to start and then see
which specific titles, industries,

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and companies are engaging with.

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You.

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Use those for remarketing.

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And then for content communicate
that it can be easily consumed.

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We find LinkedIn users respond better
to messaging that implies your content

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is digestible and immediately useful.

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While we often see a lower
volume of leads through LinkedIn.

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The lead quality is usually higher and the
customer acquisition costs can work out

00:13:30.797 --> 00:13:33.497
to be a similar one to other platforms.

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I finally Facebook.

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We find the greatest results
with Facebook come from using it.

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Suite of targeting features.

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Specifically, we use the look alike.

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Audience features in a variety of ways.

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1% customer lookalikes.

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And by uploading a list of existing
customers or members we'll create a 1%

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look alike audience for each country.

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Facebook then shows your, as do
you use, as they've determined a

00:13:59.327 --> 00:14:02.117
similar to your customers based
on the data that you provide.

00:14:02.627 --> 00:14:06.677
Using things like state country,
email, phone number LTV.

00:14:07.037 --> 00:14:07.607
Et cetera.

00:14:08.639 --> 00:14:11.039
1% SQL lookalikes.

00:14:11.129 --> 00:14:14.639
We'll also create lookalike audiences
based on sales qualified leads

00:14:14.909 --> 00:14:18.389
that are either collected through
a CRM or a list of users who have

00:14:18.389 --> 00:14:20.369
previously converted and booked demos.

00:14:21.059 --> 00:14:23.429
And then broad interest
and look alike, overlap.

00:14:24.209 --> 00:14:28.739
Finally we'll create audiences using
behavior interests and demographics that

00:14:28.739 --> 00:14:30.719
match those of our clients, customers.

00:14:32.249 --> 00:14:35.699
In addition to using lookalike
audiences, we show remarketing

00:14:35.699 --> 00:14:39.569
ads to people who have visited our
website or downloaded a lead magnet.

00:14:40.139 --> 00:14:42.959
And if our client has a
prospect list from their CRM.

00:14:43.469 --> 00:14:46.559
We'll target those users
specifically using that emails.

00:14:47.189 --> 00:14:52.049
For ad placement, we'll currently use
all types for both static and video ads,

00:14:52.079 --> 00:14:53.729
which are shown in feeds and stories.

00:14:54.119 --> 00:14:58.199
And in some cases we're using messenger
to deliver lead magnets and demos to.

00:14:59.759 --> 00:15:00.719
Let's pull this all together.

00:15:02.249 --> 00:15:05.519
Over the last five to eight years,
opinions in the digital marketing

00:15:05.519 --> 00:15:08.759
community have shifted back and
forth about how much we can trust the

00:15:08.759 --> 00:15:11.039
features of these advertising platforms.

00:15:11.939 --> 00:15:14.759
Now from our perspective as
the capabilities of all these

00:15:14.789 --> 00:15:18.319
platforms continue to improve
and become more sophisticated.

00:15:18.559 --> 00:15:19.939
We find that more and more.

00:15:19.939 --> 00:15:21.919
We can rely on the targeting features.

00:15:21.919 --> 00:15:23.779
They're offering to get great results.

00:15:24.799 --> 00:15:27.739
The approaches to each platform
listed above are some of the most

00:15:27.739 --> 00:15:31.669
effective forms of advertising
currently available to SAS businesses.

00:15:32.599 --> 00:15:36.109
By testing out each of these platforms
to their full capacity, you can

00:15:36.109 --> 00:15:39.169
increase your level of certainty
that you're investing in the optimal

00:15:39.169 --> 00:15:41.389
channels for your digital advertising.

00:15:42.199 --> 00:15:43.069
I'll see you next time

00:15:47.656 --> 00:15:50.146
. 

    Marc: now, if you enjoyed that
today and you want to do something

00:15:50.146 --> 00:15:53.296
about your B2B SaaS marketing,
you should get in touch with us.

00:15:53.896 --> 00:15:57.646
You can do that by going to
poweredbysearch.com and checking

00:15:57.646 --> 00:15:59.056
out our assessment page.

00:15:59.956 --> 00:16:03.226
Or you can browse the case studies
and blogs that we have on the site.

00:16:04.156 --> 00:16:07.336
Now if you're not ready to do
that, definitely say hi anyway,

00:16:07.846 --> 00:16:09.136
you can ping me on Twitter.

00:16:09.526 --> 00:16:12.586
I'm @iammarcthomas that's Marc with a C.

00:16:13.396 --> 00:16:17.146
Or you can ping our founder and CEO,
@devbasu and connect with us there.

00:16:18.226 --> 00:16:20.956
Looking forward to seeing you
again for another episode.