General Manager at Uber Eats Advertising | Advisor | Investor | Author | P&G Alum | ex-Product at Amazon Ads | AdAge & AMA 40 under 40 | LinkedIn Top Voice
[Help Needed] Are you an expert (or do you know one) in B2B performance marketing? The key challenge: How do you maximize the efficiency and effectiveness of media and marketing budgets when you have a rich CRM filled with both customers (who need upselling and/or churn prevention) and non-customers (who need acquiring)? I’m very familiar with CRM, digital media, and influencer activations, but I’m eager to compare notes with a few experts. I am also keen to discuss how tactics may change across different regions and markets. I’ll start by tagging three friends who know this space well and set the bar high. Please share or tag if you can help 🙏🚗🚀 Enrico Ferrari Paolo Provinciali Rory Foster #advertising #media #tech
Adam Mincham - one of the OGs of B2B performance marketing
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Danilo Tauro, PhD, I’m not sure I fully understand the challenge but here are a few preliminary thoughts. Account-based marketing might be the answer. Based on CRM data insights, I would suggest developing two distinct strategies: one for existing customers and one for potential customers. On LinkedIn, we can create highly targeted campaigns for specific accounts and monitor their progression towards defined goals. The approach for each account will differ based on their current stage in the funnel. Usually, I would assist in identifying these stages and ensuring a customized approach for each segment Happy to chat more.
Danilo Tauro, PhD Here are a few thoughts: Focus on retention with current customers using cost-effective communication methods like email, Slack, and social media. Turn happy customers into champions by encouraging reviews, testimonial content, or other social proof for prospect-targeting campaigns and landing pages. Identify commonalities of ideal customers to create firmographic segmentation for audiences likely to achieve higher ACV, LTV, or other KPIs. These segmented lists will enable cost-effective prospecting campaigns using 1P data. With a solid TAM/TAL, your brand campaigns will reach qualified eyeballs, allowing for confident branded campaigns like CTV for the 95% of your TAM not in a buying motion. Use offline conversion tracking, CAPI, and other revenue-specific conversion data, optimizing for acquisition costs, not cost per lead. Different regions may have data limitations. Use segmentation to create vertical-specific value propositions and tools like GWI to understand consumption habits. Leverage social proof from your customer base to develop messaging and creative that speaks to the personas within the segments you’ve identified, building a recurring pipeline that lowers acquisition costs and increases LTV.
Rory Foster
2w
Hey Danilo happy to be called to service! Key to B2B are a few components that are both discreet and complementary when activated properly: 1) Content Strategy- build a valuable and uniquely POV’d body of work, doesn’t need to be polished (will polish in distribution process with channel-specific tailoring) and should be both broad and deep in topic and relevance. This will be you war chest. 2) Develop a channel strategy, where have your best customers come from and map their user journeys. If unknown, develop testable hypotheses around a variety of personas’ possible journeys. Envision which topics from your war chest will be treasure for each. Design your experiment model to learn fast and validate or invalidate the channels or channel tactics. 3) Develop your own business Persona: what is your tone of voice, your perspective, your brand characteristics. This will evolve over time but should be rooted in an identity that is consistent and recognizable. Once this strategic and tactical effort is in an MVP status start the engine. Your CRM is an owned laboratory with a suite of contained capabilities to inform the roadmap of the above approach. Business today is built on being purposefully curious and confidently knowledgeable.
That’s an interesting challenge to solve, especially in the b2b domain. I would start from segmentation based on LTV - the Pareto principle. Followed by ICP of each resulting segment, creating a set of targeted attributes specific to each potential marketing channel, and selecting feasible KPIs. This way you can have a strategic approach to omni-channel marketing with properly measurable ad spend optimization efforts - effectiveness and efficiency.
Hi Danilo Tauro, PhD, Jay Stevens and Joe Root will for sure be able to provide you some answers. Best regards, Alexandre
Well... I think that with Enrico Ferrari you're defintely in good hands. But maybe also Simone Dassereto and Giorgio Gnoli could be open to discuss it with you Good Luck 💯
Sunil Modha
1w
Smartly! Let's setup some time Danilo Tauro, PhD :)
Dan Rosenberg