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Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com
Shlomo [0:00:00]: First of all, I'm kind of a lazy marketer, so I don't wanna come up with my analog myself, so I let my users do it.
Shlomo [0:00:05]: First step is to find a voice of the customer.
Shlomo [0:00:06]: So I go to Reddit, which is one of my favorite Ai research tools.
Shlomo [0:00:10]: It's completely free, and I write this prompt.
Shlomo [0:00:12]: Find posts and comments from Hr managers sharing real challenges, frustrations and relatable situations.
Shlomo [0:00:18]: And one minute later, I get this beautiful report with a bunch of pain points, relevant forums and threats.
Shlomo [0:00:23]: And I start digging in, and I find that everyone is talking about email back and forth.
Shlomo [0:00:28]: And some people are even calling it email being book And Ping Pong is kind of interesting because it's a pretty cool visual that I can use.
Shlomo [0:00:35]: So this will be our knowledge.
Shlomo [0:00:36]: Step two is riding the story.
Shlomo [0:00:38]: Now every story needs some tension.
Shlomo [0:00:40]: So in this case, we have on the left side deck employee.
Shlomo [0:00:43]: The employee just wants to take some time off but the hr manager needs him to fill in all the forms manually.
Dave [0:00:49]: One two three four.
Dave [0:00:50]: Finally.
Dave [0:00:52]: Alright.
Dave [0:00:54]: Ladies and gentlemen, we're here.
Dave [0:00:55]: My name is Dave Garrett.
Dave [0:00:57]: I'm the founder of Exit Five.
Dave [0:00:58]: This is my co-host Jess Cook.
Dave [0:01:00]: She runs marketing at Vector, cool company in the space and I'm gonna tell you about
Jess [0:01:04]: in a minute.
Dave [0:01:05]: We do these Exit Five live sessions twice a month, But, two weeks ago, we hit on something.
Dave [0:01:10]: We have this really fun format, which people are So, you know, forbes has called it the most innovative webinar of all time.
Dave [0:01:17]: We now are the number one webinar company in the g two category note.
Dave [0:01:20]: So we call an Exit Five live sessions because our whole job at Exit Five is to help get you smarter about b marketing.
Dave [0:01:27]: And look, I don't take your time for granted.
Dave [0:01:29]: You certainly could be spending your time talking to Chat Or talking to claude.
Dave [0:01:32]: But the benefit that we offer here at Exit Five is real marketers sharing real examples because there's a huge difference between knowledge, and wisdom.
Dave [0:01:41]: Knowledge you can get.
Dave [0:01:43]: I can go talk to Claude and get a one page marketing plan, but wisdom comes from people actually doing the job, and we've found that that's what marketers love.
Dave [0:01:50]: You know marketers from the beginning of time.
Dave [0:01:51]: I've always kept a swipe file of examples.
Dave [0:01:53]: And people love you know, seeing what other marketers are doing.
Dave [0:01:58]: So that's what we're back here to do today.
Dave [0:02:00]: This time, the topic is ads.
Dave [0:02:02]: We are doing a deep dive on ads.
Dave [0:02:04]: We chose this topic because we know that that's something that every single person in B b mark doing.
Dave [0:02:08]: Someone is doing something with paid, and we're here today to to dig in this format.
Dave [0:02:14]: We get eight speakers, two minutes each.
Dave [0:02:16]: We're gonna go through both of them.
Dave [0:02:18]: So we have two groups of four.
Dave [0:02:19]: We're gonna bring everybody up on the stage after.
Dave [0:02:21]: So two minutes and everybody up on the stage for q and a.
Dave [0:02:23]: You all in the audience are gonna vote.
Dave [0:02:26]: So don't be alarmed.
Dave [0:02:27]: When someone comes off the stage of two minutes, They're gonna be in the chat and they're gonna come back up after and you're gonna have the opportunity to to get some clarity, get some q and a.
Dave [0:02:34]: We're gonna pick some winners to advance the next round.
Dave [0:02:36]: And then at the end of this, I think let's roll that...
Dave [0:02:39]: Let's roll the prop...
Dave [0:02:40]: I'm I'm really going fast right now.
Dave [0:02:41]: So hold on.
Dave [0:02:42]: Let me see.
Dave [0:02:42]: I'll shout out.
Dave [0:02:44]: I'll shout out our group here.
Dave [0:02:45]: So we got Alexander Hu, Stephanie Jake, Anthony Dylan Mckenna and S s.
Dave [0:02:50]: And, We're also gonna give out, a prize.
Dave [0:02:53]: We're gonna pick one winner at the end of this.
Dave [0:02:55]: And, not only are gonna make a hundred dollar charitable donation to the charity of your choice, but I love this.
Dave [0:03:00]: We are gonna send you a person.
Dave [0:03:02]: We're gonna en engrave your name.
Dave [0:03:03]: Forever, Etched in his etching stone, etched plastic.
Dave [0:03:07]: Wherever Dan got this trophy from.
Dave [0:03:10]: And you're gonna post it on Linkedin App the as the paid ads playoff prize winner plus a bunch of Exit Five Swag.
Dave [0:03:18]: And, you know, real quick, I just wanna give a shout out to Jeff Cook and the team at Vector for helping us put together this webinar and be our sponsored for today.
Dave [0:03:27]: You probably have anonymous buyers lurking in your funnel.
Dave [0:03:29]: These are people you can't identify or follow up with People you can't target with any real precision, and you end up just showing ads to job titles and hoping that the right person sees them.
Dave [0:03:38]: Vector fixes that instead of targeting job titles and crossing your fingers, vector lets you build audiences from actual people, the ones in your site, clicking your ads and checking out your competitors.
Dave [0:03:48]: Vector lets you preview exactly who's gonna see your ads before spending a dime.
Dave [0:03:52]: And when someone clicks, you know it was by name, not just company.
Dave [0:03:55]: Finally, you can stop reporting cost per click and start reporting cost per Ic, click that as a metric that we love.
Dave [0:04:01]: The result is paid ads that operate like Ab only smarter, targeted, personalized and connected it to real pipeline.
Dave [0:04:07]: If you're curious about what Vector can do for you what can vector do for you.
Dave [0:04:10]: I like that.
Dave [0:04:11]: Alexander, one of our guest speakers today is actually a vector customer and has some results he's had been linkedin the chat today.
Dave [0:04:18]: His team used vector to build one audience that finally worked across Linkedin, Meta and Reddit, reaching more of the right people at a fraction of the cost, check out vector dot c vector dot c, and thanks again to their team for sponsoring this live session.
Dave [0:04:30]: And for Jessica Cook, making it easy to have a good co-host running alongside of me today.
Dave [0:04:35]: Did I miss anything?
Dave [0:04:36]: So here's the thing.
Dave [0:04:37]: I'm doing this us, I'm doing this thing on the road right now.
Dave [0:04:40]: I don't have all my monitors.
Dave [0:04:41]: So I don't have my team in my ear.
Dave [0:04:43]: Like, I, like, I usually do.
Dave [0:04:44]: So that's kinda why I'm a little bit all over the place, but we're making it work Just?
Dave [0:04:48]: I miss anything.
Dave [0:04:48]: What are you excited about and we'll get into this?
Jess [0:04:51]: I'm giving you the coffee house snaps over here.
Jess [0:04:53]: Was beautiful.
Dave [0:04:55]: Thanks.
Jess [0:04:55]: I I would like to go back one slide though.
Jess [0:04:57]: So I feel like someone's trying to forward your signature on that check.
Alexander [0:05:01]: Oh, dude You should say.
Dave [0:05:02]: First of all, Dave Gerhardt.
Dave [0:05:03]: Look at this.
Dave [0:05:04]: Look at this is why Ai is not gonna replace any of us.
Dave [0:05:07]: Now...
Dave [0:05:08]: This is an Ai generated image for David.
Dave [0:05:10]: G e a r h first all.
Dave [0:05:13]: My signature is complete.
Dave [0:05:14]: Is my actual.
Dave [0:05:15]: This is what my signature looks like.
Dave [0:05:17]: My my children make fun of they're like that.
Dave [0:05:19]: Yeah.
Dave [0:05:19]: I'm like.
Dave [0:05:19]: I have two hundred thousand followers on linkedin.
Dave [0:05:21]: I don't need to have a signature can be out here.
Dave [0:05:24]: Alright.
Dave [0:05:25]: Let's do it.
Dave [0:05:26]: I'm excited, Jess.
Dave [0:05:27]: I'll see you in a couple minutes.
Dave [0:05:28]: At the end of this, we'll we'll have our group back up here.
Dave [0:05:30]: And without further ado, We're gonna roll it.
Dave [0:05:32]: Let's bring up an Alexander Goodwin.
Dave [0:05:34]: He's director of demand generation at.
Dave [0:05:36]: Fingerprint print.
Anthony [0:05:38]: Let's do it.
Anthony [0:05:38]: Along play to me.
Dave [0:05:40]: The fastest two minutes of your life coming up.
Dave [0:05:42]: Here We go.
Dave [0:05:42]: Welcome to the...
Dave [0:05:43]: Welcome to the Pay ads playoff, baby.
Alexander [0:05:46]: Alright.
Alexander [0:05:46]: Let's get it.
Alexander [0:05:46]: So my plan is b and start stop scroll.
Alexander [0:05:49]: I'm bikes some of the director of demand entrepreneurship fingerprint.
Alexander [0:05:52]: We're device intelligence company, and so we primarily sell into financial services, software companies, and our core persona is typically engineering fraud product leaders.
Alexander [0:06:03]: And as you can imagine, they're very used to the typical linkedin creative.
Alexander [0:06:07]: That's, like, very sad.
Alexander [0:06:08]: Talks about the challenges and risks of fraud.
Alexander [0:06:11]: And so we've seen this creative a hundred times.
Alexander [0:06:13]: So we're getting stuck in the same ways of the boring creative we were all performing to the trap of spending way too March or Linkedin, you know, ten dollar Cp, trying to reach the same percentage as that all of our competitors were trying to target with the same boring messaging.
Alexander [0:06:27]: And obviously, we you have developers as well, they tend to not use Linkedin as much.
Alexander [0:06:31]: So it's really difficult for us to get any level of reach or frequency in front of these, individuals.
Alexander [0:06:36]: And then lastly, we're also compounding that with the challenge of being in an unfamiliar cap group.
Alexander [0:06:41]: Device intelligence isn't really well defined, and our prospects were familiar with the pains that they were experiencing.
Alexander [0:06:46]: But not the solution.
Alexander [0:06:47]: So we tackle this by creating this scroll stopping playbook.
Alexander [0:06:51]: And so the playbook concludes how we unlock nasa ads by using contact based plays and intent.
Alexander [0:06:56]: And it also covers how we un b2b or creative, by making a fun and engaging and focusing on member as well as the behaviors that have got people to this point in their feed.
Alexander [0:07:07]: This all resulted in a sixty percent increase in activated startups ups within this first month and some surprising other results that I'll cover so please me to the next round, and I'll tell you how we go unaware security and engineering audience to stop scrolling and start clicking our ads and engage with us our website.
Dave [0:07:24]: Dang.
Dave [0:07:24]: I've never seen, look people are already innovated.
Dave [0:07:26]: That's the first Cta that that's the first person who had the Cd Please.
Dave [0:07:30]: Da, here's what I did.
Dave [0:07:31]: Please vote me into the next round, and I will, which is like, the classic marketer, like, Da so you can blank.
Dave [0:07:37]: Oh my goodness.
Dave [0:07:37]: Love that.
Dave [0:07:38]: Cliff hanging.
Dave [0:07:39]: That's right.
Jess [0:07:41]: You know, pope.
Jess [0:07:42]: I love it.
Dave [0:07:43]: And he's just gonna let the clock run out.
Dave [0:07:45]: Like, what?
Dave [0:07:45]: I need.
Dave [0:07:47]: I don't.
Dave [0:07:48]: But to somebody else.
Dave [0:07:49]: Alright.
Dave [0:07:50]: Great.
Dave [0:07:50]: Alex, We'll see a good job.
Dave [0:07:51]: We'll see we'll see in a a see minute.
Jess [0:07:56]: Love it.
Jess [0:07:56]: See That actually been I...
Jess [0:07:58]: I've got yank off so fast with them.
Dave [0:08:01]: I'll, like, roll it.
Jess [0:08:04]: Hit the button.
Jess [0:08:04]: Right?
Jess [0:08:05]: It's me.
Jess [0:08:05]: Who meant senior director of marketing asked sorry.
Jess [0:08:10]: We made Tv advertising work for Tv.
Jess [0:08:12]: And here are the reasons why we decided to add Tv into our marketing mix.
Jess [0:08:17]: It was an opportunity for us to stand out, unlike social, we didn't have to fight for attention of our audience.
Jess [0:08:24]: Was really low risk for us to test a net new channel with as low as ten to twenty k and see if it works for us.
Jess [0:08:32]: We didn't need to produce a net new creative.
Jess [0:08:34]: We just existing video and assets.
Jess [0:08:37]: Targeting as good as digital, major ability, same as the rest of our marketing mix.
Jess [0:08:44]: And lastly, and most importantly, it's one of those rare channels that works full file.
Jess [0:08:49]: It drives demand at the top, but it also drives direct response qualify demo request, product sign ups and pipeline.
Jess [0:08:56]: So with that, I'm gonna play one of our top performing video creative on Tv.
Jess [0:09:03]: If anyone tells
Dave [0:09:05]: you can programmatic do television for the rest of your life They're full.
Dave [0:09:08]: Don't listen to a online video company pretending to be a Tv company.
Dave [0:09:14]: You could probably get started with some of them and probably see some return, but that's not gonna scale.
Dave [0:09:18]: Relationships matter.
Dave [0:09:19]: I want to be the first person Nbc calls when somebody falls out of a game.
Dave [0:09:22]: Should you do some programmatic absolutely?
Dave [0:09:24]: Is that the one size fits all?
Dave [0:09:25]: No.
Dave [0:09:26]: It it's not.
Dave [0:09:26]: The winners are gonna marry data, technology and relationships.
Jess [0:09:36]: So this was a a sponsored of fireside chat session that we had.
Jess [0:09:40]: It was a twenty minutes with...
Jess [0:09:42]: Some post production with under one thousand dollar.
Jess [0:09:45]: We made a Tv added got.
Jess [0:09:47]: It feels real because it is real, and look at the results, twenty thousand dollar spent two million impressions and just under two hundred thousand dollar generated in Pipeline five.
Jess [0:09:58]: I've got a few more secrets with you, but only if I make it through an extra.
Jess [0:10:02]: Stay it.
Jess [0:10:07]: I'm, like, furiously random down questions over here.
Jess [0:10:09]: I hope, I wish everyone can be it to the make sure.
Dave [0:10:13]: Oh, please.
Dave [0:10:13]: That is that is so Michigan of you.
Dave [0:10:15]: Everyone...
Dave [0:10:16]: I wish won't...
Dave [0:10:17]: Everyone everyone to have fun.
Dave [0:10:18]: Everyone's gonna do great.
Dave [0:10:19]: Alright Stephanie
Stefanie [0:10:23]: Sure.
Stefanie [0:10:23]: Hello.
Stefanie [0:10:24]: Let me know what I'm good to go.
Dave [0:10:29]: Your you're on sister send it.
Stefanie [0:10:31]: Okay.
Stefanie [0:10:31]: Perfect.
Stefanie [0:10:32]: Alright.
Stefanie [0:10:32]: Let's talk about measurable and data driven out of home campaigns.
Stefanie [0:10:36]: So everyone probably knows survey monkey.
Stefanie [0:10:39]: We don't really have a brand awareness problem, but we do have a brand perception pro problem.
Stefanie [0:10:44]: Because because everyone thinks that we just do surveys, but we do a lot more than that.
Stefanie [0:10:48]: So we launched it out of home campaign, and we called it what if he just knew because probably, everyone on this call has asked themselves at least once in the career, like, what if I just knew what to press my product or what if I just knew what ad ship that would work on the in the market.
Stefanie [0:11:05]: So the out of her out of home first campaign was built using really deep insights, and data driven insights.
Stefanie [0:11:14]: So from the market markets we chose to the channels we ran from the creative going throughout the funnel.
Stefanie [0:11:19]: And as most of you know out of home, campaigns are really hard to measure.
Stefanie [0:11:26]: So we set up control and test markets to help measure it.
Stefanie [0:11:29]: So the good part here, the fun part is we got two hundred and forty four million impressions.
Stefanie [0:11:35]: Pastries were up for Chicago and Boston.
Stefanie [0:11:38]: And over Easter, we actually saw a seven percent increase when usually, we see a really big seasonality dip, just because it's Easter.
Stefanie [0:11:48]: And if I make it to this route, they can really go through how we set up control markets, what we're some of the data that we pulled, to really make those control markets work.
Stefanie [0:12:00]: And then also how we use creative throughout the funnel to make sure it was it a seamless customer journey.
Dave [0:12:09]: Love it.
Dave [0:12:09]: And here's your twenty three seconds back.
Dave [0:12:11]: That was awesome.
Dave [0:12:11]: I love this.
Dave [0:12:13]: I'm not bias.
Dave [0:12:14]: I'm not bias.
Dave [0:12:15]: I just have some time to fill here.
Dave [0:12:16]: I'd I love...
Dave [0:12:18]: I think that this is...
Dave [0:12:19]: There's a trend here, which is really interesting is more B2b b companies doing more stuff out of home, just because everyone's kinda just you're either talking Ai or you're out there in the while doing stuff and the number one question I've been doing this for, you know, fifteen years now I was like, how do I measure this?
Dave [0:12:32]: How do I measure this So cool to see someone with a real example, do it.
Dave [0:12:36]: And and good job.
Dave [0:12:37]: Because, obviously, if you drive more, you get to spend more and keep your job and have more fun and, you know.
Stefanie [0:12:42]: Out of out of almost fun Stuff
Jake [0:12:45]: It is for sure.
Dave [0:12:46]: For sure.
Dave [0:12:46]: And it's the one thing that, like, people, even if your family doesn't know what you do.
Dave [0:12:50]: They think it's cool.
Dave [0:12:51]: They're like, look at this boss my daughter wraps.
Dave [0:12:53]: You know?
Jess [0:12:53]: So you get it.
Jess [0:12:54]: Yeah.
Jess [0:12:54]: That's like an easy thing for them to understand For
Dave [0:12:56]: Sure Sure.
Dave [0:12:57]: Alright.
Dave [0:12:57]: Let's bring up Jake.
Dave [0:12:58]: Jake No, director of growth marketing at Lend.
Jake [0:13:03]: Howdy howdy?
Jake [0:13:04]: Okay.
Jake [0:13:05]: So, most companies put the majority of their spend towards static ads or short video clips because retention and engagement metrics say to do so.
Jake [0:13:13]: At Wendy, we've got Heavily on what we call longer form Linkedin ads.
Jake [0:13:16]: So, like we want prospects to consume in feed.
Jake [0:13:19]: The majority of our spend goes towards its video of some sort.
Jake [0:13:22]: One nine minute forty nine second explain video drove one of our most efficient cost per demo results we've ever had.
Jake [0:13:28]: We bet bake on video for free reasons.
Jake [0:13:31]: One is room to make your, make the whole pitch, explain who you are what you do the problems to solve your unique reposition in practice it's the pitch and death at scale.
Jake [0:13:38]: Two with the format that actually moves a prospect that you can buy it the way that you want them to.
Jake [0:13:43]: And three, it gives your sales team sharper signals on who's watching what content and how often often.
Jake [0:13:47]: On financial results, we ran this ad to a very select group of champion and economic buyer titles in our targeted account.
Jake [0:13:56]: In the first few weeks, this ten minute video, produced five demos from roughly forty five hundred dollars in spend.
Jake [0:14:02]: Our average deal size is roughly a hundred thousand.
Jake [0:14:05]: We saw thirty video completion, and this is super important because Again, this to champion and an economic buyer titles are named accounts.
Jake [0:14:12]: So that means that, basically, we're paying a hundred and fifty dollars for our for our ideal enterprise prospects to consume ten minutes of content on how our product uniquely solves their problems.
Jake [0:14:22]: And then if you were to look at kind of vanity metrics, the on platform metrics for Paying engagement metrics this ad looks like it sucked because it's super long, compared to our account averages, if everything looks expensive that everything looked like was performing worse.
Jake [0:14:35]: When you actually look at our cost per book demo sixty percent lower in our account average, this is, strategically for us, we're optimizing for what actually loops prospects, not what looks getting your ad account.
Jake [0:14:46]: And if you go for me, give you another four minutes, I will show you how we track signals for how we structured the content and how to optimize plus variations that you can go and try in your accounts.
Dave [0:14:57]: Love it.
Dave [0:14:57]: You said, hey, we have some time.
Dave [0:14:58]: You said one of my favorite things, which is, like, and look, we do this.
Dave [0:15:01]: This is kind of like, our company and our job and people do it on Linkedin, but people judge.
Dave [0:15:05]: People will judge an ad.
Dave [0:15:07]: But were you just that said, like, this ad does not look good.
Dave [0:15:09]: It doesn't...
Dave [0:15:10]: It it look...
Dave [0:15:11]: You know, it it it looks bad, but it was the high highest performing guy I had a...
Dave [0:15:15]: My old boss a meant to remind.
Dave [0:15:16]: You always tell me be like, you what the highest converting website in the world is like Craigslist.
Dave [0:15:20]: Amazon.
Dave [0:15:21]: It's like...
Dave [0:15:21]: So don't don't let someone's screenshot, you know, your ad on Linkedin and have their opinion on it when you have the truth, which is the the the the data behind the scenes.
Jake [0:15:30]: Yeah.
Jake [0:15:30]: Yeah.
Jake [0:15:30]: Hotter stuff.
Jess [0:15:33]: I love to that the it said that like, hey I would tell you to kill that ad, and that's why we need humans because you knew as a marketer, like, no.
Jess [0:15:41]: Don't kill it.
Jess [0:15:42]: Like, because look at this other data.
Jess [0:15:43]: Love it.
Jake [0:15:44]: Yeah.
Jake [0:15:44]: It's it's all pipeline day.
Jake [0:15:46]: Right?
Jake [0:15:46]: Then was spoke in pipeline.
Jake [0:15:47]: So...
Dave [0:15:48]: Alright.
Dave [0:15:48]: So we we got a bunch of questions for our guests, side note.
Dave [0:15:51]: One of the coolest things I'm noticing in the chat right now is a bunch of your your bosses are here in the not webinar.
Dave [0:15:58]: Which so freaking cool.
Dave [0:16:00]: I love that.
Dave [0:16:01]: Katie Literally runs marketing at every monkey.
Dave [0:16:03]: She's here.
Dave [0:16:03]: Sp here too, runs marketing at Land, which is so cool.
Dave [0:16:07]: Okay.
Dave [0:16:08]: Let me let me...
Dave [0:16:09]: And know.
Dave [0:16:09]: I'm trying to get myself organized here.
Dave [0:16:11]: We have We have a bunch of questions.
Dave [0:16:13]: Thank you in our internal Slack.
Dave [0:16:15]: Okay.
Dave [0:16:15]: So, question, number one, these are for whom.
Dave [0:16:19]: What information is needed for a customer profile.
Dave [0:16:22]: Can you compare the cost of Tv ads to other methods and platforms and how did you measure the direct response of your Tv ad.
Jess [0:16:30]: Yeah.
Jess [0:16:30]: So I when it comes to, persona and targeting, similar to how you do, for the rest of your channels, we all of you are doing some sort of Ab, so you know what type of companies, titles, persona, graphic, know that jazz, your effort, and you can build those audiences for, Tv targeting.
Jess [0:16:50]: Tv is now a digital channel streaming Tv, Ip address targeting gives us the power of, targeting the exact same people that we want.
Jess [0:17:00]: So there is literally learning no difference defense about how you go about it.
Jess [0:17:03]: There risk for channel.
Jess [0:17:04]: In terms of, the measurement, we at it too which, we heavy realized on how do you hear about us for this source of truth, and we add some other criteria to make it truly incremental impact because we know there are dates that would have converted anyway, without even our Cvs ads.
Jess [0:17:27]: So we look at it that way, but also, we look at the other loose metrics directional, like, smoother to view through attribution that is accessible purple the digital platforms.
Jess [0:17:38]: You can have those metrics in, Tutorial, Tv ad platform we use our own platform to do this, and you can see how many website visits what's what's driven from those particular Tv added spots because it's closed loop attribution.
Jess [0:17:55]: It's no different than how Meta will report to those metrics.
Jess [0:17:59]: But I'm in favor of incremental mentality and how did you hear about us self reported attribution.
Jess [0:18:05]: So we'll look at both and I'm happy to share we playbook with everybody else.
Jess [0:18:10]: I know there was not enough time, but just hit me off on Linkedin, I'm happy to call by time.
Jess [0:18:15]: Me to speak good and make this score for you.
Dave [0:18:21]: Jess, You got any questions over there.
Dave [0:18:22]: I'm trying to I'm trying to sort our confused.
Alexander [0:18:24]: Yeah.
Alexander [0:18:24]: Go
Jess [0:18:24]: ahead.
Jess [0:18:24]: Notebook follow of them.
Dave [0:18:26]: So Alex so.
Dave [0:18:27]: I think we checked the box on on whom in there, Alexander, Stephanie and and Jake.
Jess [0:18:32]: I one for Alexander actually.
Jess [0:18:33]: So I think this is a classic exam...
Jess [0:18:36]: Example of, like, the media is the message.
Jess [0:18:38]: So you kinda of moved over to Facebook and you really had to change?
Jess [0:18:42]: Like, how you put that message in front of people.
Jess [0:18:44]: What...
Jess [0:18:45]: Like, how did you think through, like, okay.
Jess [0:18:49]: The creative really has to match people's behaviors here.
Jess [0:18:51]: How did you think through that?
Alexander [0:18:53]: Yeah.
Alexander [0:18:53]: We spent a lot of time looking at B2c ads on math and, like, trying to understand, like, what was working for those audiences.
Alexander [0:19:01]: And typically, what we found was that a lot of, like, b2c companies like selling, consumer goods or whatever are using, like, memes to solve those products.
Alexander [0:19:09]: Right?
Alexander [0:19:10]: They're focusing on, focusing on the feeling and the individual.
Alexander [0:19:13]: And so, I think there's like, a level of freedom that you access when you move away from, like, traditional B2b platforms like Linkedin, where you can kinda of just have more fun with it and keep try and communicate directly to the person.
Alexander [0:19:23]: And so we focused the last thing trying to, highlight our message or value proposition to the same extent and more on communicating directly to the individual learn like.
Alexander [0:19:31]: The subtle levels of embarrassment about being on your phone for four hours and scrolling through your master feed that isn't really exciting a lot of value you.
Alexander [0:19:38]: And instead focusing on how can you get better at your job.
Alexander [0:19:41]: And we just iterate iterating it over time.
Alexander [0:19:43]: So we've run I think, like, I the thirty different variants of this concept of the past, like, two months already, and we have, like, a bunch of different places that we're coming up with every week count.
Dave [0:19:54]: Hey.
Dave [0:19:54]: Quick quick quick one to build on that.
Dave [0:19:56]: Do you This one was in the chat from from Sarah for Alex was your Org already aligned on such a different tone to take for ads or was that something you had to overcome love seeing companies in industries that take themselves super seriously realized their consumers are human with triggers outside of fear.
Alexander [0:20:11]: Yeah.
Alexander [0:20:11]: That's a great question.
Alexander [0:20:12]: Definitely was something that we had to overcome.
Alexander [0:20:14]: We started small.
Alexander [0:20:15]: We tested a while ago, like, some Ct campaigns, about two years ago was, like, a radically different direction, and we ran, like, some small, like, sit regional based market testing.
Alexander [0:20:26]: And we found that there was a significant incremental lift in exposure to those campaigns.
Alexander [0:20:31]: And so that helped us to sort of validate that we could take more risk, have fun with it, and then we're able to extend that out across, like, all of the channels and and initiatives and Obviously, as, as it grows and the metrics come back, it becomes an easy justification adds made.
Dave [0:20:47]: This one's for Stephanie would would love some tips for effective measurement out out of home tactics for non marketing stakeholders.
Dave [0:20:54]: Is there a platform you used to measure signal that you can tie to investment specifically any insights on this?
Stefanie [0:21:01]: Yeah.
Stefanie [0:21:01]: So use all of our internal data to measure out of home ads and then really rely on reps as well.
Stefanie [0:21:08]: So we're really fortunate to have a business intelligence team here at survey monkey.
Stefanie [0:21:14]: We always kind of go to them with how we want to track and then rely on their excellence to kind of, inform us on how they would track it.
Stefanie [0:21:23]: So a lot of it is just using that data, and it's more kind of company level data that we have to draw conclusions from because especially with out of home.
Stefanie [0:21:36]: We just don't get that data given you don't actually know how many people kind of see it.
Stefanie [0:21:40]: We we rely out a lot of, like, trends kind of over time, and a lot of the time those trends don't appear until six or nine months later because it takes a while for, like, the top of funnel to really get down to the bottom funnel.
Dave [0:21:57]: Jessica cook anything for any of these folks or a specific question for Jake.
Jess [0:22:02]: I have one for Jake.
Jess [0:22:03]: Jake.
Jess [0:22:04]: Or.
Dave [0:22:05]: If you're a gosh dang.
Dave [0:22:06]: Pro.
Dave [0:22:06]: Jess Cook.
Dave [0:22:07]: My gosh.
Jess [0:22:08]: I know what I'm doing here.
Jess [0:22:09]: Jake curious, you know, nine minutes and forty nine seconds.
Jess [0:22:13]: That is a decent amount of time to fill, and then also, like, nine minute forty nine second long script and a lot to get approved.
Jess [0:22:22]: Like, talk through how you actually got that asset approved by all the powers at be so you could actually put it out in the wild.
Jake [0:22:29]: I...
Jake [0:22:29]: So I'm hesitant because they said that my boss is on this, so I'm kinda hesitant to admit this, but I don't know that it was one hundred percent approved.
Jake [0:22:36]: But year.
Jake [0:22:37]: Your boss is your asking is a cool is bullshit.
Jake [0:22:39]: Cool saying.
Shlomo [0:22:40]: Yeah.
Shlomo [0:22:40]: Yeah.
Jake [0:22:41]: So so basically, what we did to create the structure Out, I...
Jake [0:22:44]: If you vote for me, you're gonna see a full content structure of how
Dave [0:22:47]: it won't laid it out
Jake [0:22:48]: in that video.
Jake [0:22:49]: But just as a sneak peek.
Jake [0:22:51]: Basically, I created, essentially three things that I wanted to hit in that video back into, like, what are the sending day gave you checklist listings I wanna to show later if I get uploaded, what those are gonna hit.
Jake [0:23:03]: And then, And then we just did, like, three or four practice rift at nine minutes and fifty seconds.
Jake [0:23:09]: We need scripted it out.
Jake [0:23:11]: I just made sure directional.
Jake [0:23:13]: The person who was presenting was just hitting on the things that I want to wanna them to head on.
Jake [0:23:18]: So it was more just like a general outline.
Jake [0:23:20]: Talk I you normally talk.
Jake [0:23:22]: And then film with.
Jake [0:23:24]: And that's it.
Dave [0:23:27]: Amazing.
Dave [0:23:27]: Alright.
Dave [0:23:29]: And we got some time back for the time Gods out there.
Dave [0:23:32]: Hey.
Dave [0:23:32]: Let's just give it up at home.
Dave [0:23:34]: Real quick, Stephanie Alexander Jake Hu.
Dave [0:23:36]: I'm in this conference room by myself.
Dave [0:23:39]: Everybody's with the heck This is who's talking about.
Dave [0:23:40]: Who's this guy?
Dave [0:23:41]: My son goes, blah blah blah, b to b marketing.
Dave [0:23:43]: That's what I feel like I'm doing right now.
Dave [0:23:45]: I think this conference in the sky.
Dave [0:23:46]: Alright.
Dave [0:23:48]: Producer Marissa is behind the scene that she's about to roll the pole.
Dave [0:23:51]: And you know, hey, We're proud of you all.
Dave [0:23:53]: No offense as my daughter says no offense.
Dave [0:23:55]: No offense.
Dave [0:23:55]: We are...
Dave [0:23:57]: You know, but there can only be...
Dave [0:23:58]: I don't know how many winners are we from the strat.
Dave [0:24:00]: What does my?
Dave [0:24:00]: What am I notes say?
Dave [0:24:01]: Jesse, you know?
Dave [0:24:02]: You know what it?
Jess [0:24:03]: Well, I think one one winner per group.
Jess [0:24:04]: Right?
Jess [0:24:05]: And then we have an ultimate winner?
Dave [0:24:06]: Yeah.
Dave [0:24:06]: The ultimate winner.
Dave [0:24:07]: Who gets the trunk?
Dave [0:24:08]: Ultimate.
Dave [0:24:08]: Where's that at?
Dave [0:24:10]: Yeah.
Dave [0:24:10]: Next time, I'm gonna Dj at the same time?
Jess [0:24:16]: Usher remix.
Dave [0:24:18]: Oh, my gosh.
Dave [0:24:19]: The greatest usher remix of all time.
Dave [0:24:21]: I'm gonna say it on the count of three.
Dave [0:24:22]: It's obviously, you don't have to call Lu, but we'll, that's for a separate separate if nobody else wants that right now.
Dave [0:24:28]: Do we have a poll.
Dave [0:24:31]: Let's see.
Dave [0:24:32]: It's not on the screen.
Dave [0:24:34]: I haven't seen it.
Dave [0:24:35]: My my Slack is telling me that our winner.
Dave [0:24:38]: Mister Jake N, that's very exciting.
Dave [0:24:41]: Congratulations, Jake, very very big news.
Dave [0:24:44]: Huge news because your boss is in the room.
Dave [0:24:46]: We're, like, look, S, I appreciate you all giving us the time today.
Jess [0:24:50]: We'll see you back.
Jess [0:24:51]: We'll see you
Dave [0:24:52]: back there.
Dave [0:24:52]: Don't worry.
Dave [0:24:52]: We have, you know, constellation prizes, which you know Dan said he's gonna like all of your Linkedin post for opportunities.
Dave [0:24:58]: So we will make sure nobody leaves here.
Dave [0:25:00]: Empty handed.
Dave [0:25:01]: Alright.
Dave [0:25:02]: So that's the first half.
Dave [0:25:03]: Now, we have, four more speakers.
Dave [0:25:06]: We got Anthony Dylan Mckenna S.
Dave [0:25:07]: So we got it.
Dave [0:25:10]: Let's roll it.
Dave [0:25:11]: We're back on the clock.
Dave [0:25:12]: We're matching here.
Dave [0:25:13]: We got Anthony Bla, you know, the the lincoln that time.
Dave [0:25:17]: Too times back yeah.
Dave [0:25:20]: He knows what he's doing.
Dave [0:25:21]: And he knows...
Jess [0:25:22]: Yeah.
Jess [0:25:22]: Alright.
Jake [0:25:22]: He was
Dave [0:25:23]: in that front.
Dave [0:25:23]: Smash smash that like button.
Dave [0:25:25]: Smash that subscribe button.
Dave [0:25:26]: Here we go.
Anthony [0:25:27]: Alright.
Anthony [0:25:27]: Here we go.
Anthony [0:25:28]: Alright.
Anthony [0:25:28]: Is this slime look look good to you.
Anthony [0:25:30]: Is this look like can hear you read the text there.
Anthony [0:25:32]: On my screen it's first, and I can't...
Anthony [0:25:34]: It's mirrored.
Anthony [0:25:35]: That's so weird.
Anthony [0:25:36]: Classic.
Jess [0:25:37]: It looks perfect.
Jess [0:25:37]: So...
Anthony [0:25:38]: Anyway, Great.
Anthony [0:25:39]: Love to hear that.
Anthony [0:25:39]: So that
Dave [0:25:41]: says go full screen, but try that.
Dave [0:25:43]: If there's that gonna mess you up more.
Anthony [0:25:45]: Let's let's stick with this.
Anthony [0:25:46]: Let's look with this.
Dave [0:25:47]: I'm just
Shlomo [0:25:47]: gonna move it
Anthony [0:25:47]: to a different.
Shlomo [0:25:48]: You got it.
Dave [0:25:48]: You got it.
Anthony [0:25:49]: Alright.
Anthony [0:25:49]: So today...
Anthony [0:25:49]: So my name is Anthony Bla, I'm the managing director of Sp social.
Anthony [0:25:52]: All would do is Linkedin ads.
Anthony [0:25:54]: Today, we're talking about the most controversial play in b2b b advertising.
Anthony [0:25:59]: So let's get into it.
Anthony [0:26:01]: We're talking about incentivize demos out there.
Anthony [0:26:04]: So the whole the whole topic here of this live event is how to turn ad spend directly in the pipeline for most of you B2b b companies out there, you have to have a meeting in there in the middle.
Anthony [0:26:15]: So This tactic is the most direct and fastest way to turn your ad spend into meetings and deals in your pipeline.
Anthony [0:26:23]: When we're say incentivize device demos, what do we mean by that?
Anthony [0:26:27]: We mean giving the the prospect a little bit of sweetener to get them onto call.
Anthony [0:26:32]: There's a lots of examples out there.
Anthony [0:26:34]: I think a lot of people know the company ramp here.
Anthony [0:26:37]: They have lots of examples.
Anthony [0:26:38]: So I'm gonna use this because a lot people know what ramp is, but most common is getting giving your prospect a gift card for taking a demo.
Anthony [0:26:44]: Now, some people hate them, and some people love these, if you talk to your performance marketing manager, they might love them.
Anthony [0:26:52]: If you talk to your head of brand, they probably hate them.
Anthony [0:26:54]: But they are the fastest way to get your prospects on a call, They also have the highest show up rate.
Anthony [0:26:59]: I know that's a huge shocker, but the cons are to consider they don't work for everyone and they are very easy to mess up.
Anthony [0:27:06]: A few results, I'll touch out real quick is we we run this many times.
Anthony [0:27:11]: One enterprise Saas company has a very specific target account list that they wanna be reaching, and their salespeople people just want more at bath with that company.
Anthony [0:27:18]: They spent a hundred k on these incentivized demo ads and drove almost four million in pipeline.
Anthony [0:27:24]: One Hr company did a competitor conquest.
Anthony [0:27:27]: We went competitor by competitor and had a forty five x pipe to spend.
Anthony [0:27:30]: And then a new...
Anthony [0:27:32]: A company launching a new Ai product was able to get these meetings and then converts seventy seven percent of those meetings into trial.
Anthony [0:27:37]: So vote me to the next stage If you want the tips and tricks, tu and sales process tips, boom.
Jess [0:27:45]: The timing on that.
Dave [0:27:46]: It was great.
Dave [0:27:47]: Love it.
Dave [0:27:47]: I love it.
Dave [0:27:48]: I I
Anthony [0:27:48]: got a timer in the right corner.
Anthony [0:27:49]: And I was like, I've gotta move to the next slide.
Dave [0:27:52]: Jess.
Dave [0:27:52]: I'm I'm a huge fan of of when we miss boston, and so it's like, yep.
Dave [0:27:56]: Well, you may not like incentivize demos, You may not, like, getting these messages, but I like when someone's like, okay.
Dave [0:28:02]: That's great.
Dave [0:28:03]: That's an opinion, but the reality is, like, they work.
Dave [0:28:05]: And here's why I love stuff like that.
Jess [0:28:07]: I did too because I'm a real hate though, so I'm I'm interested to see.
Jess [0:28:11]: I'm interested.
Dave [0:28:12]: I tell, like, I'm not gonna take a meeting for a ten dollar Domino's gift card respectfully.
Dave [0:28:17]: I did it respectfully.
Dave [0:28:18]: Alright, Dylan set set
Alexander [0:28:21]: Dave, you're a bit a better of person than I...
Alexander [0:28:23]: I'll would definitely do it for a ten dollars.
Dave [0:28:25]: That was kinda wrong.
Dave [0:28:25]: Sorry.
Dave [0:28:26]: I.
Alexander [0:28:27]: You there.
Alexander [0:28:27]: It's okay.
Alexander [0:28:27]: That's okay.
Alexander [0:28:28]: Okay.
Alexander [0:28:28]: Here we go.
Alexander [0:28:29]: Great.
Alexander [0:28:30]: So we'll keep this super super brief.
Alexander [0:28:32]: I believe my team has started, but My name is Dylan.
Alexander [0:28:35]: I'm a associate director of Demand at a company called Path.
Alexander [0:28:38]: We work in the retail media and e commerce space, I'm hoping really large enterprise brands, sell more stuff on marketplaces, like Walmart Target Amazon.
Alexander [0:28:46]: We probably work with all of the consumer packaged goods brands that you have in your house and a bunch more.
Alexander [0:28:51]: So I lead a small paid ads team globally, we're running at ads across a bunch of different channels, but I wanted to share a little bit more about what we've been doing with Chat tea ads.
Alexander [0:29:00]: We got access, pac as a beta partner of Open Ai with the launch of cat Ads through one of our agency partners called Ke.
Alexander [0:29:09]: They're also definitely go check them out.
Alexander [0:29:11]: But we've been essentially testing this out as an experiment as a marketing team.
Alexander [0:29:14]: So a little bit more, just about that.
Alexander [0:29:16]: Before before I dive in and share the secret source, I wanted to share an explanation on why we call it, pay the paid ads.
Alexander [0:29:21]: Dave, I I have to give it a shot.
Alexander [0:29:23]: The reason we just don't call it advertising is because the CFO needs to know the money left the account.
Alexander [0:29:28]: Which I thought was was pretty pretty pretty fun.
Dave [0:29:32]: CFO was so on...
Dave [0:29:33]: The so is so a loop that they need to be told that it's paid advertising, like, free and, side note.
Dave [0:29:39]: We'll take that offline.
Alexander [0:29:40]: Well, let's take that offline, but I I thought Thought it a good start of But but, you know, we we were doing a really modern attempt to add, like, B2b paid and advertising and personalization and trying to bring it all of all of this together, you know, and we try to simplify funnel try and do personalization throughout the...
Alexander [0:29:55]: Throughout this.
Alexander [0:29:56]: We've been using, you know, a bunch of different signals to then enrich contact data to then push them into different ad channels create personalized content.
Alexander [0:30:05]: But we just kept on coming up to this challenge that it doesn't really matter if you don't show up on the first search result in in Google.
Alexander [0:30:12]: And then we started realizing that it's not just about Google anymore about Google and bing, and then we started realizing its Firefox and stuff dot c.
Alexander [0:30:19]: And now it's tragic to T ads, and we were seeing that tons of our traffic was just getting consumed by these Ai platforms, and we were really struggling to be ten percent share voice on Google, even with really dramatically increased budgets.
Alexander [0:30:32]: So, you know, we're, we just keep saying to your our team It's never been easier to generate demand.
Alexander [0:30:37]: Programmatic is super cheap, Ct super cheap to tap into.
Alexander [0:30:39]: However, it's ever be more difficult to capture that demand, especially when you're in a in a niche where you're competing with so many players who also have very mature teams and very mature take stacks and budgets.
Alexander [0:30:50]: So how how do you do that?
Alexander [0:30:52]: How do you be a little bit more strategic and, I I know a video a few seconds there, I'll leave you on this cliff hanger.
Alexander [0:30:58]: We increased our chat the ads experiment budget by nine hundred percent, just after four weeks of results, because we felt so strongly about this.
Alexander [0:31:06]: And, one hundred percent of that budget came from shifting budget away from Google ads.
Alexander [0:31:11]: So I'll leave you on matt Cliff hanger.
Alexander [0:31:14]: If you wanna find out more about How chat tea ads work and about the strategy that we've been exploring for the last couple of weeks, vote for me and we'll get from it.
Alexander [0:31:22]: I
Dave [0:31:25]: dig it.
Dave [0:31:25]: Chest you.
Dave [0:31:26]: Wanna...
Dave [0:31:26]: I don't even use chat Or claude anymore.
Dave [0:31:29]: I'm backing it's just straight up Google because Google just does all the Ai chat right in there.
Dave [0:31:33]: And I'm like, this is a super interesting time to to be a marker, and then dylan just hit on that perfectly.
Anthony [0:31:41]: Wow.
Dave [0:31:42]: Alright.
Dave [0:31:42]: Here we go.
Dave [0:31:43]: I'm, I'm I'm sweating.
Dave [0:31:45]: I...
Dave [0:31:45]: It's gonna be bad.
Dave [0:31:46]: I'm I'm nervous to walk out of this room.
Dave [0:31:48]: And everyone's gonna see, like, what the hell was doing in there?
Dave [0:31:51]: Snap ken Is that true?
Dave [0:31:55]: You did three demo They never gave you the gift card or who was it like Olive Garden, what was it for?
Kenna [0:32:00]: It is.
Kenna [0:32:00]: I don't even remember what the gift card was actually for, but I remember it very vividly because I was at a out of town when I decided to do it, and I was like, oh, I don't wanna pay for dinner tonight, so I'll like, get this gift card and I'll fund my my meal.
Kenna [0:32:15]: It was with a video company.
Kenna [0:32:17]: The guy was based out of Australia.
Kenna [0:32:19]: And I was out, like, I did the pitch.
Kenna [0:32:22]: It was good.
Kenna [0:32:22]: And then I was like, yeah, I'm interested.
Kenna [0:32:24]: So I did the three calls, but he never sent me a gift card, and I will never forget that.
Kenna [0:32:29]: And I see his name corporal my linkedin every now and then and I've just one moment
Dave [0:32:34]: You know who you are.
Dave [0:32:34]: We know who you are, Buddy.
Dave [0:32:35]: We know I kinda.
Dave [0:32:36]: That go, timers up, produce...
Dave [0:32:38]: Alright.
Dave [0:32:39]: So
Kenna [0:32:40]: what a great intro for me to come over here and talk about Google Ai, and everything.
Kenna [0:32:45]: So thanks Dylan and for that.
Kenna [0:32:46]: Definitely, you wanna hear more about those chat Ads too at some point.
Kenna [0:32:49]: But, hi, guys.
Kenna [0:32:51]: My name is Kinda.
Kenna [0:32:51]: I do performance marketing at Easy lam.
Kenna [0:32:53]: We are a compliance and security training provider.
Kenna [0:32:56]: So those courses that your Hr leaders or It people send you that they stay on you to make sure that you do them, and you just wanna roll your eyes at them.
Kenna [0:33:05]: We make those, hoping make them fun.
Kenna [0:33:08]: They do work.
Kenna [0:33:09]: I actually enjoy taking them from time to time.
Kenna [0:33:12]: So I'm gonna talk about Search today.
Kenna [0:33:14]: And if you know me, that must me it's really working if I'm choosing that over doing something and talking about social.
Kenna [0:33:21]: So as we know, Google Ai overview has been getting bigger and bigger, especially in the last couple months.
Kenna [0:33:26]: It's been hurting organic for a while now, and now it's hurting our paid placements, because they're just getting pushed further and further down.
Kenna [0:33:34]: So, we all...
Kenna [0:33:37]: If you're in Google ads, you know that you get all of these suggestions come up, and you can just auto apply them, you can pick and choose.
Kenna [0:33:44]: I've always been taught, never to touch them.
Kenna [0:33:48]: If you want to let your spend go everywhere and really get nothing for it.
Kenna [0:33:52]: Go for it.
Kenna [0:33:53]: I do work with my Google ad rep.
Kenna [0:33:55]: I really enjoy, working with her and she kept pushing me on doing this Ai max, and I was just like, nope, We're not gonna do it right now maybe in the future, but not right now.
Kenna [0:34:04]: And I finally agreed to it a few weeks ago.
Kenna [0:34:07]: But my rule with doing it was just don't hand over our ads Google algorithm.
Kenna [0:34:13]: I don't wanna a blast...
Kenna [0:34:15]: Spend out of the water, keep it close with high intense searches.
Kenna [0:34:18]: So I finally turned it on for one of our campaigns.
Kenna [0:34:23]: Start, and I was very, very careful with it to make sure that it works and we can get into have it do it in the next round.
Kenna [0:34:28]: But the engagement lift and qualified leads that we saw coming demo increases, decrease in Cpa, And then, of course, it's only been on for about three weeks now with the pipeline.
Kenna [0:34:38]: Generations already there.
Kenna [0:34:40]: So I'm excited to see what it keeps doing as time goes on.
Jake [0:34:44]: Oh, hey.
Jake [0:34:45]: Yes.
Jake [0:34:46]: Stop pushed
Dave [0:34:46]: off the cliff.
Dave [0:34:47]: Goodbye, Icon.
Dave [0:34:48]: It's great to see you.
Dave [0:34:48]: Thank you for calling.
Dave [0:34:50]: Alright Sal is the creative director at onboard dot com, and he's ready.
Dave [0:34:58]: It's Care of that plan for him.
Dave [0:35:00]: I've already.
Dave [0:35:01]: So that's the chase.
Shlomo [0:35:04]: True, but I take care of ads.
Shlomo [0:35:05]: Yeah.
Shlomo [0:35:06]: Hey guys.
Shlomo [0:35:06]: Hey, guys.
Shlomo [0:35:09]: I'm S, and I make fun ads for boring tech products.
Shlomo [0:35:12]: Now in the next two minutes, I'm going to show you a creative technique that I've been using a lot that I've learned from Apple originally.
Shlomo [0:35:20]: And it's called for.
Shlomo [0:35:21]: So if it's very simple.
Shlomo [0:35:23]: It's based on a question, what would happen if, you know, it's my pro prospect for a person.
Shlomo [0:35:28]: Right?
Shlomo [0:35:28]: Well, how how would there...
Shlomo [0:35:30]: Yeah.
Shlomo [0:35:30]: Like, what kind of person would they be?
Shlomo [0:35:32]: And and I wanna show you how I use that for my client High vol, which is Hr software like a replay or workday, And the first step in this recipe is to find an enemy.
Shlomo [0:35:42]: Right?
Shlomo [0:35:43]: And in this case, our enemy is legacy Hr software.
Shlomo [0:35:46]: Okay.
Shlomo [0:35:46]: Then the next step is to build your characters.
Shlomo [0:35:49]: So, in this case, I, you know, I used Apple as my inspiration, and, basically, legacy Hr software is this boring guy, and hi Bob is the cool handsome popular, Hr software.
Shlomo [0:36:03]: And then the third step finally is to pick a scenario.
Shlomo [0:36:06]: So in this case, I picked the soap Opera opera breakout.
Shlomo [0:36:10]: And let's see the yet.
Stefanie [0:36:14]: I'm made new one.
Anthony [0:36:15]: You found something better.
Stefanie [0:36:17]: It's bob.
Kenna [0:36:18]: Hi, Bob.
Dave [0:36:20]: I knew it.
Dave [0:36:20]: What makes it better than me?
Stefanie [0:36:23]: It's beautiful.
Stefanie [0:36:23]: Smart.
Stefanie [0:36:25]: Popular.
Stefanie [0:36:27]: And unlike you.
Stefanie [0:36:29]: It's not wasting my time.
Stefanie [0:36:31]: Start managing your Hr, payroll and finance all in one place.
Shlomo [0:36:38]: So, this has been one of our best performing ads, this year with more than one thousand leads, the the leads are eighty percent cheaper than than usual, the cost per thousand views is fifty percent cheaper.
Shlomo [0:36:52]: And if you pick me for the next one, I'm going to show you another bonus technique, and the most underrated research tool and prompt for creative ads.
Shlomo [0:37:00]: Thank you.
Jess [0:37:04]: You begin my language level.
Jess [0:37:05]: I love, ugh, ad creative happy place.
Dave [0:37:09]: I like people show things.
Dave [0:37:10]: Like, I'm a huge...
Dave [0:37:11]: I'm a huge show you show me show me that show me the ad.
Dave [0:37:14]: Okay.
Dave [0:37:16]: Let's bring them all up.
Dave [0:37:17]: Let's bring him up.
Dave [0:37:18]: Anthony Dylan, Ken S to the stage, please.
Dave [0:37:21]: Jess, I'm a let you, you know, you're my toes today.
Dave [0:37:24]: I'm let you take the first crack questions here.
Jess [0:37:28]: Okay.
Jess [0:37:28]: Awesome.
Dave [0:37:29]: On your mind.
Jess [0:37:30]: I have one for Shlomo because I...
Jess [0:37:33]: Man.
Jess [0:37:34]: But I found her s was gonna be on this.
Jess [0:37:36]: I literally think I slack the Exit Five.
Jess [0:37:38]: Oh my god.
Jess [0:37:38]: I'm obsessed with him.
Jess [0:37:39]: You...
Dave [0:37:41]: I'm I thought you were just were saying that.
Dave [0:37:42]: I'm like, you actually sky.
Jess [0:37:44]: Oh my gosh.
Jess [0:37:45]: You...
Jess [0:37:45]: Okay.
Jess [0:37:46]: You gotta check.
Jess [0:37:46]: Know his...
Jess [0:37:47]: Stop talk
Dave [0:37:48]: too much.
Dave [0:37:48]: You're bias the audience.
Stefanie [0:37:49]: But I'm
Jess [0:37:50]: Sorry so.
Jess [0:37:50]: Okay.
Jess [0:37:50]: So, quick.
Jess [0:37:51]: Was that one many, like, creative executions you did for the diversification idea?
Shlomo [0:38:00]: No.
Shlomo [0:38:00]: None like, like, not necessarily in this case.
Shlomo [0:38:02]: Like, I use it for for a lot of different clients, but when I do productions like this, then I I usually pick, you five different directions, completely different techniques and angles pain points and so on, and then we produced those.
Shlomo [0:38:13]: So so for this campaign was the only person warrant.
Jess [0:38:18]: Got.
Jess [0:38:18]: Right.
Jess [0:38:19]: Yeah.
Shlomo [0:38:19]: Love it.
Shlomo [0:38:20]: Thank you.
Jess [0:38:22]: Dave Would you like to ask a question?
Dave [0:38:25]: No.
Dave [0:38:25]: Would...
Dave [0:38:25]: Do don't you do some of the work on this webinar?
Dave [0:38:27]: Damn it, not webinar live session?
Dave [0:38:31]: Yeah...
Dave [0:38:32]: So question for Dylan talk about the ROI on those ChatGPT Ads?
Dave [0:38:36]: That's hot one in the chat right now.
Dave [0:38:39]: Hot in the chat.
Alexander [0:38:40]: Yeah yeah.
Alexander [0:38:40]: I I've edit it is.
Alexander [0:38:41]: Yeah.
Alexander [0:38:42]: So I...
Alexander [0:38:43]: Our our sales cycle is, like, six to nine months.
Alexander [0:38:45]: So it's gonna be a little bit of time before we start seeing that.
Alexander [0:38:47]: But we have different dc some of the, you know, positive leading indicators that we look at in terms of, like, click through rates, conscious, like, exact figures, but we've seen them be pretty comparable to non branded Google search and in a lot of our cases, and we have started seeing, we have to yet two demos come in this week where Lost touch was Chat tea.
Alexander [0:39:07]: So we'll we'll take it right as it's a good leading indicator, and, obviously, like we showed, we're were running a pretty mature, top of funnel, strategy or with a bunch of different programmatic display and Linkedin, Google but I think a lot of that bottom of funnel search in middle of funnel search is now happening on Jak, and we definitely wanna take advantage of that.
Alexander [0:39:26]: Another cool thing we're looking at, we we use a a tool which is able to show some of our Ae sort of search results.
Alexander [0:39:32]: And with Chat See arts, we can now see kind of what is our ownership of that share voice of a specific comp.
Alexander [0:39:39]: I'm enough being really interesting.
Alexander [0:39:41]: So we're were able to pile again, like, some of our competitors and look at how much of the share do we own compared to them.
Alexander [0:39:46]: I'm that's being really interesting and, you know, quality the reason that we've invested say heavily in the platform.
Dave [0:39:51]: That seems like a key piece for the future?
Dave [0:39:53]: Because it it's...
Dave [0:39:53]: You know, who knows if you're gonna actually close the loop, but it's like, are we just...
Dave [0:39:57]: How do we know for showing up in these in these searches?
Dave [0:39:59]: Right, in in these in these prompts.
Dave [0:40:01]: This is a question for, let's go to Anthony, I have some more for for you dylan in a second some for Kinda.
Dave [0:40:08]: For Anthony, tell me more about this competitor take down campaign, and then someone else said to I'd be curious to see revenue and spend.
Anthony [0:40:17]: Yeah.
Anthony [0:40:17]: So competitor conquest, very common
Dave [0:40:20]: Oh the double c, Marissa barista would like to help it out Conquest.
Anthony [0:40:24]: You know, most most software platforms probably already have...
Anthony [0:40:28]: You know...
Anthony [0:40:28]: There's a competitor you're customers are already using some solution and your goal to get them to switch over to your solution.
Anthony [0:40:35]: So number one, it starts with a targeting list that you're gonna get.
Anthony [0:40:38]: So you can use lots of different data tools out there just to identify who's using these different platforms.
Anthony [0:40:43]: You would build your target account lists based on competitors, and then you would write your ad copy you know, for those competitors.
Anthony [0:40:51]: We do have a a preview of a template on a later slide here if you vote me back.
Anthony [0:40:57]: But basically, you wanna show how in a message how your solution is gonna be better, and then you can work that into a incentivize campaign here, so you give them incentive or taking that demo, seeing that in action, and then that's how it works.
Jess [0:41:14]: Have it.
Jess [0:41:14]: I have a question for Ken.
Alexander [0:41:18]: Cool.
Jess [0:41:19]: From from the audience.
Jess [0:41:20]: Says Ken, how did you decide how much to put into Ai max and pull from other spend?
Jess [0:41:26]: And how and, did you notice any changes to organic as a result of investing in Max.
Kenna [0:41:35]: Because it's only been on for a couple weeks, and I've focused so much on paid.
Kenna [0:41:38]: I can't speak to the organic side of it?
Kenna [0:41:40]: Directly.
Kenna [0:41:41]: But from a budget standpoint, the way that it works in Google is it kinda, it is trusting the algorithm, and it's putting your faith in it.
Kenna [0:41:50]: So you turn it on and what your budget is set within that campaign, it decides if it's gonna win the bid for the.
Kenna [0:41:57]: Ai eye overview above the Ai overview or stick it into a regular search area, beneath it.
Kenna [0:42:03]: So I just stayed with my normal daily budget, which is a very healthy daily budget behind it for this campaign.
Kenna [0:42:09]: And it's always been one of our highest performing that started to kinda trail off that's why we went with that that campaign just started out with.
Dave [0:42:18]: Okay.
Dave [0:42:18]: We're we're assuming this one is for Shlomo hair Fun ad did not...
Dave [0:42:22]: A fun ad does not necessarily make the lead reach out, especially the engineering type Ic.
Dave [0:42:27]: So this is fun, but maybe only for some audiences, but, you know, you work with a bunch of different companies curious to hear how you handle that objection.
Shlomo [0:42:37]: Yeah.
Shlomo [0:42:37]: For sure.
Shlomo [0:42:38]: I think you know, I think the the only thing you can do is start small and start testing it out.
Shlomo [0:42:43]: And see if that works for you.
Shlomo [0:42:44]: For most of my clients, eventually, we, you know, we manage to to crack it, and I think it it always depends on how far you want to go and how interesting you wanna make it.
Shlomo [0:42:54]: But but in general, you know you you're competing with the best content out there.
Shlomo [0:42:58]: You're competing with the best stuff out there.
Shlomo [0:42:59]: Like, why would it be boring?
Shlomo [0:43:01]: Even if it's for engineers, it could be technical, but it should still should be fun, beautiful, interesting, should look like you could effort into creating that?
Shlomo [0:43:08]: Like, you you like you care.
Shlomo [0:43:09]: And I think that's the most...
Shlomo [0:43:10]: Important part of.
Shlomo [0:43:11]: Not if it's fun or not, but just that you care.
Dave [0:43:15]: And there's almost always this things that we love internally end up not performing well and things that we didn't think are were gonna be the, you know, they just have to have enough ideas and then let the...
Dave [0:43:23]: Dana tell you which one to go do more of.
Dave [0:43:26]: Jess, you got anything else before we roll the poll here and right
Jess [0:43:32]: more questions, group...
Jess [0:43:34]: For maybe if for both Dylan and Kinda, because I've never done these Ai, like, chat Or Ai ads before.
Jess [0:43:40]: How much control do you have over, like, what actually shows up?
Jess [0:43:44]: Because I know so much of that just kinda gets decided in the algorithm, like, what are you feeding it so that the thing you want to say is actually what said?
Alexander [0:43:55]: I'll, I'll answer.
Alexander [0:43:56]: I guess for more for Chat tea.
Alexander [0:43:58]: We were also running some, Google's Ai ads.
Alexander [0:44:00]: Google, I would say, kiddo, you could back me up on this, but it a little bit less control over what's churn to to the customers.
Alexander [0:44:06]: You kinda give them a bunch of approved assets and hope that they make the right decision.
Alexander [0:44:10]: We we do have one of or three screenshots from a few upset people with with some of that add copy from that.
Alexander [0:44:16]: Tap can see, you have a little bit more control.
Alexander [0:44:18]: You can provided context hints, which are basically, like, prompts or we, you know, keywords.
Alexander [0:44:23]: You could think of it that way.
Alexander [0:44:25]: And then it will show specific ads depending on on those keywords that you've given it.
Alexander [0:44:29]: So you have a lot more control over over a into the customer.
Alexander [0:44:32]: What's also nice about chat Ads is that, it's only showing one ad per, per question for from the customer.
Alexander [0:44:38]: So instead of fuels overview where you may get a couple of different current recommendation, chat is just allowing one one advertiser per prompt response.
Alexander [0:44:45]: So you have a little bit of a, like, when it takes all advantage there.
Kenna [0:44:50]: Per Yeah.
Kenna [0:44:50]: Add in for Ai overview the way that it really works though.
Kenna [0:44:54]: I'll give away the secret to it.
Kenna [0:44:55]: That fact about later is that it reads the copy on your landing page to them determine what it's gonna put in that ad.
Kenna [0:45:02]: So you can you know, it depends on how you're gonna set up your page to be more conversion based educational based more content less content, you know, whichever works best for you, and then just make sure that copy is you know, any burden of it would be okay to get pulled into it across board.
Dave [0:45:22]: Alright.
Dave [0:45:22]: Let's roll that poll.
Dave [0:45:23]: Who will it be?
Dave [0:45:24]: We have one winner from round one moving on.
Dave [0:45:26]: We have one winner from round two moving on and Dan is in the in my ear right now saying we're gonna have a bonus.
Dave [0:45:33]: A wild card.
Dave [0:45:34]: There'll be a third person.
Dave [0:45:35]: I know what I got soundtrack this time.
Dave [0:45:36]: After the night.
Dave [0:45:38]: Lead do.
Dave [0:45:41]: Burrito?
Dave [0:45:43]: That's my peter mall.
Jess [0:45:46]: Who is it?
Dave [0:45:47]: Oh, they're gonna kick me out of here.
Dave [0:45:49]: How much more I'm gonna keep it going.
Dave [0:45:52]: On.
Anthony [0:45:54]: Okay.
Anthony [0:45:54]: This is very close.
Dave [0:45:56]: It's very close.
Dave [0:45:57]: Should we let Claude?
Dave [0:45:59]: Should we copy ask claude vote?
Dave [0:46:01]: But, there's also the interesting variable here, which is number of votes, So there's gonna be a third person.
Dave [0:46:09]: I wanna bring back who wants to be a millionaire or side note.
Dave [0:46:13]: Completely separate.
Dave [0:46:15]: Yeah.
Dave [0:46:15]: Alright.
Dave [0:46:17]: Is it final?
Dave [0:46:18]: What's what's the team saying?
Dave [0:46:20]: Are final?
Dave [0:46:20]: Where we...
Dave [0:46:21]: Where are we at?
Dave [0:46:21]: Alright.
Dave [0:46:22]: I think it is.
Dave [0:46:24]: Dylan, congratulations.
Dave [0:46:26]: Chat On the next round Dan.
Dave [0:46:29]: Who's my...
Dave [0:46:29]: Who's who's the who's the third Dylan winner, all caps winner.
Dave [0:46:34]: Way to go.
Dave [0:46:34]: Waiting waiting to hear and, look, we're gonna keep him up.
Dave [0:46:38]: It's nine forty seven right now at in his home, but S, you're gonna have to keep staying up with us brother because you...
Dave [0:46:44]: You're the wildcard.
Dave [0:46:45]: So so we...
Dave [0:46:46]: Here we go.
Dave [0:46:47]: Congratulations.
Anthony [0:46:49]: Let's
Dave [0:46:49]: give around.
Dave [0:46:49]: Let's let's bring everybody.
Dave [0:46:50]: I I don't know if we could do that.
Dave [0:46:51]: Thank you.
Dave [0:46:52]: Thank you for you for being here today.
Dave [0:46:53]: Great job all you more marketers.
Dave [0:46:55]: You're building a bunch of fans in in the chat, and you did a great job.
Dave [0:47:00]: So we're gonna bring it back to the top.
Dave [0:47:02]: Who's gonna kick us off.
Dave [0:47:05]: Is...
Dave [0:47:05]: Are we gonna go back to the top.
Dave [0:47:06]: Now are we gonna jake?
Dave [0:47:07]: Alright.
Dave [0:47:08]: Cool.
Dave [0:47:08]: Nice.
Dave [0:47:08]: Yeah.
Dave [0:47:09]: Baby.
Dave [0:47:09]: Alright.
Dave [0:47:10]: Jake, you got those...
Dave [0:47:13]: You got those slides back and you got a little bit more time on the clock, and we could get you back in there.
Jake [0:47:18]: Alright.
Jake [0:47:18]: Got.
Dave [0:47:19]: Yeah.
Dave [0:47:19]: Are you in a hold on I gotta know.
Dave [0:47:21]: Are are you in a hallway?
Dave [0:47:22]: Where are you presenting from today?
Dave [0:47:24]: Because it's are you
Jake [0:47:25]: in a airplane hanger?
Jake [0:47:26]: I couldn't let this loud?
Jake [0:47:27]: Maybe is a con...
Jake [0:47:28]: There's a concrete question that Just started spinning about ten ten feet from my fence?
Jake [0:47:33]: Like, literally five seconds ago.
Dave [0:47:35]: It's okay.
Dave [0:47:35]: Sp, can you go down there and put some padding in the walls or something?
Dave [0:47:38]: It's just.
Dave [0:47:39]: It's okay.
Jake [0:47:41]: Yeah how.
Jake [0:47:41]: Can I can I come back?
Jake [0:47:43]: It's not the sound...
Jake [0:47:44]: No.
Jake [0:47:44]: It's not the sound.
Jake [0:47:45]: It's the echo.
Dave [0:47:46]: Oh, Maybe we're not going through your airpods.
Dave [0:47:49]: Maybe you're just wearing them for show.
Jake [0:47:51]: May maybe I thought?
Jake [0:47:52]: Is it bad or is it a cat?
Dave [0:47:55]: It's it's better.
Dave [0:47:56]: It's like, Steve Murphy says, like, a pink floyd so.
Dave [0:47:59]: I don't know what that means.
Dave [0:48:00]: But there's heavy re reverb.
Dave [0:48:01]: We can do it.
Dave [0:48:02]: It's not bad.
Dave [0:48:03]: We...
Dave [0:48:03]: I'm just being silly.
Dave [0:48:04]: You made it to the next round.
Dave [0:48:05]: Yeah.
Dave [0:48:05]: You to get some banter from the judges.
Dave [0:48:07]: Alright.
Dave [0:48:07]: Here we go.
Dave [0:48:08]: We got three minutes on the clock we're off the race.
Jake [0:48:10]: Right.
Jake [0:48:10]: Oh okay.
Jake [0:48:10]: Three minutes.
Jake [0:48:11]: Okay.
Jake [0:48:11]: Yeah.
Jake [0:48:11]: Okay.
Jake [0:48:13]: So I said that I'm talking about how we track signals for this play.
Jake [0:48:16]: So, high level this is the structure of how it looks or how it works.
Jake [0:48:20]: If you'd run the ad long form.
Jake [0:48:22]: Again, this is to a very defined trevor countless, and, one to three titles that mean most to us It's usually economic buyer champion.
Jake [0:48:29]: We use Fiddle and Linkedin to It id to, It which companies are engaging with that, piece of contact, and then shout out vector, on the click level once somebody clicks on that ad, we're using vector to demo you that contact.
Jake [0:48:44]: Via have contact level as well.
Jake [0:48:45]: We're pushing all of that data into Hubspot, but anything that happens on a contact level.
Jake [0:48:51]: Obviously, you push the play and then you play and then push the push the Hubspot.
Jake [0:48:55]: So then in Hubspot at a company level and at a contact level.
Jake [0:48:59]: We can score, those leads, based on all the engagement and then prioritize for different campaigns.
Jake [0:49:05]: We then segment those, we segment those contacts those companies into different, either a different one, retargeting audiences or it becomes a great list for our sales team to outbound to or to target out events.
Jake [0:49:20]: Social signals.
Jake [0:49:22]: So Clay, we're also tracking Lights comment shares on that post itself.
Jake [0:49:26]: So we're we're getting that non, that non switch engagement.
Jake [0:49:29]: How the content is structured.
Jake [0:49:31]: So basically, at a high level, this is you, like, the seven things we go through in this ad.
Jake [0:49:36]: One, we call it directly, like, we speak to this the prospects specific situation.
Jake [0:49:41]: We're not talking about generically.
Jake [0:49:43]: We made their exact problem with they're pain.
Jake [0:49:45]: Created an open loop in the beginning to speak them the reason to keep watching.
Jake [0:49:49]: We establish expertise with data.
Jake [0:49:51]: So we talk about why somebody that they should supposed to do us.
Jake [0:49:53]: We show how you solve it.
Jake [0:49:54]: Show solve the problem that they're face and be tie human, to something that we prospect is evaluated on.
Jake [0:50:00]: So look, usually like, whether our champion is, what they're bonus on are measured on is a really good one to form your content around and in your use cases.
Jake [0:50:08]: And then guys could taste for why our solution our product are brands the only option, as you guys saw in some of screenshots, it's an ugly ad.
Jake [0:50:17]: It's a nine plus minute video of somebody just talking directly to a screen, There's no fancy cuts.
Jake [0:50:21]: But if what you're saying is landing and it's hidden, and you can keep someone for, as long as you want, watching, watching video.
Jake [0:50:28]: So here's that framework applied in our ad.
Jake [0:50:32]: So one, falls about directly, top top layer would say, this where banks need to focus a the Wide brother And smb portfolio in twenty twenty six.
Jake [0:50:40]: We named the exact problem, which is advanced struggle to get consistent qualified Smb demand that fits their credit cost.
Jake [0:50:46]: It's very specific.
Jake [0:50:47]: The established authority.
Jake [0:50:48]: Again, this person says, we open with last year.
Jake [0:50:51]: I spoke to a ton of banks, and they're asking me three questions over and no, you know, Lucas.
Jake [0:50:56]: He teases us that he's gonna answer all three and he's gonna, answer them by doing it in a new way.
Jake [0:51:01]: They have heard of without adding additional risk.
Jake [0:51:04]: We show how to solve it.
Jake [0:51:07]: So then this is more like product focus like this is how our products solve those problems.
Jake [0:51:10]: Tied to what they're measured on our our our prospects or Focused on, are they funding more deals?
Jake [0:51:17]: Are they funding them profit anything they grow and re retain deposits?
Jake [0:51:20]: So that's what we hammer on?
Jake [0:51:22]: And then they make the face for wendy And we talk about how Wendy is the only option out there that can solve three pain points that we talked about in this video compared to our competitors.
Jake [0:51:31]: And that did you guys release the slides?
Dave [0:51:35]: No.
Dave [0:51:35]: We're trying to get you off the stage.
Dave [0:51:37]: You did great.
Shlomo [0:51:38]: But we hit the cap.
Shlomo [0:51:39]: I'm done.
Jake [0:51:40]: Yeah.
Jake [0:51:40]: You're done.
Jake [0:51:41]: So fast.
Jake [0:51:41]: It's great.
Dave [0:51:42]: Did a great job.
Dave [0:51:43]: We're just trying to.
Stefanie [0:51:44]: Throw you off.
Stefanie [0:51:45]: Slides.
Dave [0:51:45]: Kinda push you down there we're kinda kinda catch him on the way down.
Jess [0:51:51]: Love it.
Dave [0:51:53]: Quite Dylan back.
Jess [0:51:54]: Oh, clutch started.
Alexander [0:51:57]: Hello?
Alexander [0:51:57]: Can you give me now?
Alexander [0:51:58]: Yeah.
Dave [0:51:59]: You're good.
Dave [0:51:59]: You're on.
Alexander [0:52:00]: Okay.
Alexander [0:52:00]: Okay.
Alexander [0:52:00]: Yeah.
Alexander [0:52:01]: Sorry about that.
Alexander [0:52:02]: Interesting fun fact while I'm fl here.
Alexander [0:52:06]: Work laptops doing don't work for this this channel, which was interesting.
Alexander [0:52:10]: So, my girlfriend's laptop is is doing as we start.
Alexander [0:52:15]: I'm glad.
Alexander [0:52:17]: But, you
Dave [0:52:17]: know, what do you work for the government?
Dave [0:52:18]: You can't
Alexander [0:52:19]: run a webinar platform apparently, apparently, But guys, in in any case, I'm not gonna waste more time trying to share slides here.
Alexander [0:52:27]: Like, I'll I'll big learnings right in takeaways from this, take it all with the pinterest solved.
Alexander [0:52:31]: It's been eight weeks.
Alexander [0:52:32]: Right?
Alexander [0:52:33]: So we have limited data that that we're going off of.
Alexander [0:52:35]: But our our big kind of learning was that we we were sort of reaching a point of diminishing returns within Google search.
Alexander [0:52:42]: And we found that we'd sort of over...
Alexander [0:52:44]: We were over indexing on, basically competitor conquest thing and on a lot of these really long tail, like, kinda non branded search terms that had previously converted really well for us.
Alexander [0:52:54]: We just weren't showing up before for those who weren't getting any impression share on them anymore.
Alexander [0:52:59]: And I believe that that's because of, Google's changed kind of Ai overview.
Alexander [0:53:03]: So we shifted some of our Google budgets to kind of adjust to that and and take advantage of some of those Ai overview.
Alexander [0:53:09]: But the other thing that we did do with was start experimenting with a couple of different channels, and Dave, you gave us advice a couple of years ago and I've I'd lived by it of, like, you can't just pull out a brand new, campaign out of your back pocket pocket in Q4, you need to have kind of been building and experimenting, you know, months years before.
Alexander [0:53:26]: So about two years ago, we started dedicating twenty percent of our ad budget two experimental channels.
Alexander [0:53:32]: And with that, we've discovered that meta ads convert really really well for us.
Alexander [0:53:36]: We found that, bing ads can convert pretty well for a certain group of our of users.
Alexander [0:53:42]: And we also, you know, just kinda of took this approach.
Alexander [0:53:46]: To...
Alexander [0:53:46]: We've tested out read it.
Alexander [0:53:47]: We've tested Amazon display and their connected Tv app offering.
Alexander [0:53:50]: We've tested Linkedin Ct.
Alexander [0:53:51]: And when opportunity came out test tea.
Alexander [0:53:55]: We're, like, absolutely we wanna give us a go.
Alexander [0:53:56]: And what we saw was that We were able to give...
Alexander [0:54:00]: We were able to use our Google, our Google kind of keyword searches and use some of those volumes to inform what prompts we were putting in front of people.
Alexander [0:54:08]: We were using profound, which is an A tool to see what kind of prompts are coming up and relevant to to our audience.
Alexander [0:54:14]: And then we were able to use that to create a a bunch of different campaigns.
Alexander [0:54:19]: So we found that just running one campaign at a time wasn't that effective.
Alexander [0:54:22]: It made more sense to split out your hints into kind of themes, and then be able to just give it as many possible hints so that It could match that to to what what a user was searching for.
Alexander [0:54:32]: What was really really interesting.
Alexander [0:54:34]: We tested kind of top middle and bottom of funnel as style ads.
Alexander [0:54:37]: For the middle of funnel sort of education.
Alexander [0:54:40]: That's really where we were finding We we got the most value out of it.
Alexander [0:54:43]: People were able to ask these really long winded questions and then we were able to show up as a already relevant solution to what they were needing and we were seeing higher click through rates on on that type of content.
Dave [0:54:56]: I know stop I didn't realize what time it is.
Dave [0:54:58]: I like, alright.
Dave [0:54:59]: S.
Dave [0:55:00]: Let's go rip it.
Dave [0:55:01]: We're gonna do this.
Dave [0:55:01]: We're gonna finish strong, and we're gonna crown a winner in the next four minutes.
Shlomo [0:55:05]: Alright.
Shlomo [0:55:05]: Let me do it
Dave [0:55:06]: Top dylan hashtag free dylan.
Dave [0:55:08]: Good job.
Shlomo [0:55:09]: Welcome to Part two.
Shlomo [0:55:10]: So in a previous part, we talk about how person.
Shlomo [0:55:12]: Could be a great hope instead of showing just another Ui screen or an office, you could show real people.
Shlomo [0:55:19]: And visual analog is another amazing technique that I use all the time.
Shlomo [0:55:22]: Instead of just showing your boring feature.
Shlomo [0:55:24]: You find a fat final analogy and, yeah, make an interesting ad.
Shlomo [0:55:29]: So here's how I did it for the.
Shlomo [0:55:31]: I bob, my Hr software client.
Shlomo [0:55:33]: First of all, I'm kind of a lazy marketer, so I don't wanna come up with my analog myself, so I let my users do it.
Shlomo [0:55:39]: And in this case, I...
Shlomo [0:55:40]: The first step is to find the voice of the customer.
Shlomo [0:55:42]: So I go to reddit, which is one of my favorite Ai research tools.
Shlomo [0:55:46]: It's completely free, and I write this prompt.
Shlomo [0:55:48]: Find posts and comments for Hr managers sharing real challenges, frustrations and relatable situations.
Shlomo [0:55:54]: And one minute later, I get this beautiful report with a bunch of pain points, relevant forums and threats.
Shlomo [0:56:00]: And I start digging in, and I find that everyone is talking about email back and Think some people are even calling it email ping pong.
Shlomo [0:56:08]: And Ping pong is kind of interesting because it's a pretty cool visual that I can use.
Shlomo [0:56:12]: So this will be our knowledge.
Shlomo [0:56:14]: Step two is writing the story board.
Shlomo [0:56:16]: Now every story needs some tension.
Shlomo [0:56:18]: So in this case, We have on the left side the employee?
Shlomo [0:56:21]: The employee just wants to take some time off, but the hr manager needs him to fill in all the forms manually because they're not using He.
Shlomo [0:56:28]: Alright?
Shlomo [0:56:29]: So how do we turn this extension into a story.
Shlomo [0:56:31]: We're gonna use the Pas formula, problem agitation solution.
Shlomo [0:56:36]: So let's start with problem.
Shlomo [0:56:37]: The employee says, hello.
Shlomo [0:56:38]: I'd like to request time off.
Shlomo [0:56:40]: And then we see their email on the screen.
Shlomo [0:56:42]: And then they start start playing.
Shlomo [0:56:44]: Hr manager says, please complete the request for him.
Shlomo [0:56:46]: And it goes on and on.
Shlomo [0:56:48]: And if the problem was just the beginning.
Shlomo [0:56:49]: In the agitation, it gets even worse.
Shlomo [0:56:52]: And then finally, we get the solution, and we get Tie up, which solves all these problems.
Shlomo [0:56:58]: So this is my story board, and the production looked like this in the beginning, but here is the final ad.
Jess [0:57:09]: Follow, I'd like to request time off.
Kenna [0:57:11]: Please complete their request form.
Kenna [0:57:12]: Which form exactly?
Kenna [0:57:13]: Employee Absence authorization form b three point two.
Jess [0:57:17]: Please find a text.
Kenna [0:57:18]: You appeared of miss section four
Jess [0:57:20]: boot no section for beyond My copy.
Jess [0:57:21]: Yes.
Dave [0:57:23]: Guys.
Dave [0:57:23]: Stop the ping pong with Hi bob, quest and managing climb off.
Dave [0:57:26]: It's just a few clicks.
Shlomo [0:57:30]: So this was our cheapest, Cpm, highest stomp stop rate and also best hold rate, but you can't buy, you know, you can't.
Shlomo [0:57:37]: Yeah.
Shlomo [0:57:38]: Anyway, like, whole rate, good hold rate is not enough.
Shlomo [0:57:41]: So we also use these static ads for retargeting and they're performing pretty well.
Shlomo [0:57:45]: If you want these slides add examples and research prompt, you can scan this link, and I prepared everything for you in one notion page.
Shlomo [0:57:51]: Thank you guys.
Shlomo [0:57:52]: Love it.
Dave [0:57:54]: We'll send it to you after.
Dave [0:57:55]: Alright.
Dave [0:57:55]: We did it.
Dave [0:57:55]: We did.
Dave [0:57:56]: Here we go.
Dave [0:57:56]: This is it.
Dave [0:57:57]: So this is the final thing.
Dave [0:57:58]: This is the final event right here.
Dave [0:58:00]: Who's your...
Dave [0:58:00]: Who's your winner.
Dave [0:58:01]: You could pick one winner.
Dave [0:58:02]: Is it Jake, the long form explain as Linkedin ads?
Dave [0:58:04]: Is it Dylan the Chad Gp guy with his girlfriend's laptop?
Dave [0:58:07]: Is it s?
Dave [0:58:08]: Product person notification as ad creative or bonus you just wanna vote for Jessica cook overwhelming?
Dave [0:58:14]: Way to go, Shlomo.
Dave [0:58:16]: Good job.
Dave [0:58:18]: Thank you to all of our presenters today.
Dave [0:58:21]: Thank you to Jeff Cook and Vector for sponsoring this session.
Dave [0:58:23]: S, you, we cannot...
Dave [0:58:25]: We're gonna send that, Dan.
Dave [0:58:26]: You're gonna find a way to get that trophy to Tel Aviv.
Dave [0:58:29]: Please do that.
Dave [0:58:30]: The check with Dave Gerhardt, The Exit Five Show.
Dave [0:58:33]: Thank you all.
Dave [0:58:34]: This was an awesome.
Dave [0:58:35]: We're gonna keep doing this format again with different topics.
Dave [0:58:38]: I just wanna give a shout out to all of the ten folks that were with us today are ad and them or however, anyone like, this is awesome.
Dave [0:58:44]: This is what our whole thing is about real marketers.
Dave [0:58:46]: Sharing real examples.
Dave [0:58:47]: Jess Cook.
Dave [0:58:48]: Great to see you, my friend, Shlomo, congratulations.
Dave [0:58:51]: Tell much.
Dave [0:58:52]: This guy's got sixty one thousand followers on Linkedin.
Dave [0:58:54]: I had no idea.
Dave [0:58:55]: This is...
Dave [0:58:56]: There's there's there's no, you know,
Jake [0:58:57]: not only does he have
Shlomo [0:58:58]: a lot of
Jess [0:58:58]: followers.
Jess [0:58:58]: Great yeah.
Dave [0:59:00]: What at what he does.
Dave [0:59:00]: He's good at what he does.
Dave [0:59:01]: Great job, And then real quick, we love all the feedback here today.
Dave [0:59:04]: So please help us, how would you rate this session five four three two one zero.
Dave [0:59:08]: If you give it anything less than the three.
Dave [0:59:11]: I honestly think you're just being a hate because I...
Dave [0:59:13]: I...
Dave [0:59:13]: I'm not trying to skew the poll here, but, like, you're probably just being a hate.
Dave [0:59:16]: This feedback is really helpful.
Dave [0:59:18]: Okay.
Dave [0:59:18]: That one guy just...
Dave [0:59:19]: It's always a guy.
Dave [0:59:20]: Got me with the one there.
Dave [0:59:21]: I probably talk myself into that one.
Dave [0:59:22]: But thank you for all of this.
Dave [0:59:24]: We'll be back.
Dave [0:59:24]: Check us out exitfive.com.
Dave [0:59:26]: We're gonna send all the recap follow ups, all this stuff out, S, Jess.
Dave [0:59:29]: Out of here.
Dave [0:59:30]: Thank you all.