s11s

P.S. The advertiser identity needs to be verified. Then only you can see their ads.

Hey Rakshit,
We have run ads for 10 monthly keyword searches for high intent keywords and have seen good conversions there.
My recommendations would be
• Start running ads for Phrase and exact keywords and optimise the search terms on regular basis
• Keep an eye out on the conversion rate and optimise the landing pages for that as the campaign progresses
PS: Assumption here is that $10-20 CPC is good.

Thanks Pranjal, 
The SV I am talking about here ranges from 70 to 140. Btw, here high CPC in our case is also due to paid product listing websites like capterra, Softwareadvice, etc. 

Have seen competition running ads there and competing for the top most position. Thanks for your suggestions.

We have "compare" and "alternative" related keywords that are showing up in Google autosuggest but search volume for these KWs is 0 - 10 in Keyword planner.

In this case, would you suggest doing the same thing?

Would recommend starting with phrase and exact in same ad group. Include alternative and compare as well because the conversion rate would be higher for those.

To reduce the CPC, you can start with maximise clicks for two weeks, if the SQL cost is not optimum do an A/B test with manual CPC and then take a call on that basis.

Don’t go with intent based keywords then just go with persona based supplementary keywords. 


For ex: chillipiper is running an ad for drift. 

Chillipiper is a demo scheduling software 
Drift is a chat bot. 

Even though they are running ads for drift because the user who is searching for drift will be the inmarket audience for chillipiper too. But you should work on prequalifying ad copies and landing pages to filter intent based users. 

If you have more spend appetite then don’t trust keywords with search volume. Go broad and do smart bidding with TCPA or Roas. 

<https://www.youtube.com/watch?v=wqn3gR1WTcA>

this is a good watch

Thanks <@U02PDC6B0HH> 
<@U03AS32MHV0> I can help! Let me know. 

Thanks <@U031E5L49PH>. Can you DM me a template that you use for your new SDRs?

<@U031E5L49PH> can you please also send it to me. If that's okay

<@U031E5L49PH> can you please send it to me too if that's alright?

Hello everyone, please help me with your email and I shall share. Thank you
<@U02PDC6B0HH> can we have a Playbook channel? 

This one : <https://technologyadvice.com/blog/marketing/demand-generation-101-understanding-the-basics/|https://technologyadvice.com/blog/marketing/demand-generation-101-understanding-the-basics/>

<https://bullseyestrategy.com/b2b-demand-generation-101-a-complete-strategic-guide/|https://bullseyestrategy.com/b2b-demand-generation-101-a-complete-strategic-guide/>

Thanks <@U03Q451AS1H>. I am looking for B2C Demand Gen!

<@U036DTKS6KX> has good experience with this.

Yes, we got very good links from HARO. It really worked in tech for us, for our previous company.

Yes..it worked for me for Tech niche especially.

Influencers - the quickest and the most authentic way of driving pipeline. Very underrated

depends how quick are we talking and what additional budget.

in my view some low hanging fruits can be:
• CRO (get more leads with same traffic, what could be lower)
• Referral email campaign (incentivize people who already use/love your product to spread the word)
• Channel partnerships (medium term tactic, provided how well the channel partner's goals are aligned with yours and how quickly you can enable/train them)
• Increasing spend on ads (provided that can get you additional SoV, but having said that, why weren't you doing that in the first place?)
• Partner marketing (fast way to get bulk qualified leads by leveraging complimentary product companies' userbase)
Not sure how well influencer marketing works for b2b products but it may work for certain categories as Arnav mentioned.

Ads across platforms is the best way to do this (done this multiple times to know other channels take time to nurture).

Depends on what market you're playing in - SMB, Mid Market or Enterprise.

The GTM play changes like night and day with change in that one factor.

Shared some ideas here: <https://www.linkedin.com/posts/anujadhiya_times-are-tough-and-sometimes-you-have-no-activity-6967527880675229697-xPAE|https://www.linkedin.com/posts/anujadhiya_times-are-tough-and-sometimes-you-have-no-a[…]880675229697-xPAE>

very interesting ideas! Implementing CRO, expanding on ad channels, getting intent and promoting evaluation webinars in next couple of weeks!

Events have worked for us as well for short time span. But largely very dependent on target market and product 

Hey <@U02TTEFFU6B> - Could you elaborate on your point; GTM play changes depending on the market.

<@U039HH3LP43> - targeting SMB is slightly more volume. Enterprises less so.
SMB decision making is relatively faster and less (contentious) complex. Enterprise need sign off from multiple departments. 

SMB - Ads, CRO, Email etc can work well
Enterprise - Events, Relationship building events, closed door conferences, Channel Partnership etc. can work well 

Thanks, <@U02PDC4883V>.

We've experienced the same as we've started going upmarket; events, conferences, webinars and channel partners have all come into play.

The buying structure has also become more complex, and several personas have played a part at different junctures in the buying journey.

Folks, if we want to do a  B2B webinar/Twitter spaces session. How can we target North American market via organic channels? (apart from social media posts)

(we have had decent success at pilot level, but the audience is not from the region we're looking for)

Few points I could come up with:
• bring in your US customer for a discussion
• Invite one of your US partner
• Newsletter to your subscribers/customers
What else can be done to attract US based CXOs?

<https://www.wpxpo.com/create-a-post-or-page-programmatically-in-wordpress/>

if not wordpress, you would need bespoke solution

in my experience Webflow does it well. <https://webflow.com/blog/programmatic-seo>
it has api functionality as well to scale the publishing

To add to <@U031QKGPNRK>'s advice, if you're using Webflow, get the nobull app and link it to an airtable base. Creating pages at scale will be extremely seamless!

Thanks guys, links look very interesting, will research and come back if there's something I can't figure out :pray:  :slightly_smiling_face:

You may want to explore content personalization platforms like hushly, pathfactory and uberflip. Use case overlaps.

Set-up one of your own, it takes 2 days dev bandwidth

<@U02VDPB8CGH>: <https://webflow.com/blog/programmatic-seo>

Can give some inputs :slightly_smiling_face:

I would love to know more about this, currently I have 2 most frequent timezones on my Google calendar.

Could you elaborate a bit more? Time zones are standardized and easy to memorize like CET for EU, GST for MENA, 4 main continental US time, etc. or just Google perhaps?

It's for keeping track of APAC and EMEA time zones with respect to IST

I use <http://worldtimebuddy.com|worldtimebuddy.com> for tracking time zones across 4-5 countries.
What would be the ideal option for multiple time zones across APAC and EMEA?

image.png

Go to Google calendar &gt; Settings &gt; World Clock &gt; Enable Show World clock and add the time zones that you require (There's a drop down where you can select the time zones according to your need). It will show like the screenshot on your calendar homepage Does this help? :slightly_smiling_face: <@U045U50RVQC>

Yeah, I tried it
Thanks for the suggestion <@U030FPEG8R4>

<@U045U50RVQC> try this : <https://fioapp.co/|FIO - Figure it Out>
<https://fioapp.co>

<@U03AG8D9259> Yes, it does affect the main domain. It is advisable to use a different primary domain - <http://getabc.com|getabc.com> for example. It is safer.

It’ll impact for sure. Get a separate one

Subdomain (<http://mails.abc.com|mails.abc.com>) does not impact <http://abc.com|abc.com>. <@U03A1R58TUP> ran this experiment at scale and has a lot of blacklisted sub domains without hampering the main domain. Is this right, <@U03A1R58TUP> ?

Thanks for your inputs <@U02PDC4883V>!! would love to hear your thoughts <@U03A1R58TUP>

as Surender said its safer to use a different primary domain - this is guaranteed to not propagate. re subdomain and primary domain - since there is a connection its possible to have an impact. I too shall wait for Pavan's inputs.

Screenshot 2022-11-16 at 9.38.00 PM.png

Screenshot 2022-11-16 at 9.39.45 PM.png

those are some interesting perspectives <@U030SDYNX7V>

Previously, we ran emails from subdomains and got into a trouble with parent domain as the subdomain marked spam a lot of time. I would still advise to go with a different domain.

Though a lot of articles suggest, subdomain score doesn't impact the parent domain, based on our experience would suggest otherwise.

yeahh, thats what most of the guys are recommending Thanks <@U02ULCHDGB0>

+1 to <@U02ULCHDGB0>
Always go with different domain. You should not risk main domain at all.

<@U030SDYNX7V> In article you shared it seems they have considered opt-in scenarios and then bifurcated transactional and promotional message  but for complete cold emails it would be different scenario all together.

Not SaaS-focused, we're HR/People Ops focused

Data cleansing use case? You can use email verifiers to cleanse data (Cheaper alternative). Tools like Zero bounce can help.

Enrichment Clearbit is a better alternative. What kind on enrichment? You have email and want to enrich other fields, Clearbit/ZoomInfo is best. You will end up spending more on this compared to Hubspot but it's worth.

Hubspot MAP is my personal favourite but not CRM and Operations hub.

Hello Sooraj, would absolutely recommend against operations hub of Hubspot. I was having a similar use case and even after hours of training and speaking with HubSpot partners, they couldn’t essentially solve the cleansing problem (enrichment is no-go inn every sense)

Look for slintel, zooninfo, clearbit etc.

If you have some specific use case in mind, happy to hop on a quick call.

Thanks, this helps. Operations hub doesn’t have all the bells and whistles we’re looking for. Most use cases are for fixing formatting issues and duplicates. We’re using Apollo and Uplead for enrichment. We have also used zero bounce for email validation. But still occasionally encounter issues when someone switches organisation, retires etc. 

This is too big, don't listen to LinkedIn you have to work with audience under 10k for most businesses starting out,

Refer to this post-<https://www.linkedin.com/posts/samyak-tripathi_marketing-b2bmarketing-linkedinads-activity-6998260366220681216-yG9S|https://www.linkedin.com/posts/samyak-tripathi_marketing-b2bmarketing-linkedinads-activity-6998260366220681216-yG9S>

Try LinkedIn message tools like MeetAlfred. That will help you to reach your target profiles in a lower cost via DMs as I haven't seen display ads have much response on LinkedIn and the Cost per lead form fill can go upto 15k

Also check out, Waalaxy tool for automating your LinkedIn invitations and messages.

Hi Nischal, happy to help you out. Take care of marketing for a Shopify App

The CMO org and the CPO (Chief Product Officer) org is what I want to target.

oops  <@U02V5F2JFME> i didnt realise you were answering :neutral_face:

Thanks for the tag, <@U030SDYNX7V> 
<@U02V5F2JFME> I’ll dm

+1 same question. How do you track success also? Unless there’s a qr etc kinda hack? 

Vymo ran something today - <@U02VBQCQ7EG> can throw some light on it?

but how's the marketing team at this "tool" attributing you hearing about it?

hey <@U02PDC4883V> and <@U02PDC6B0HH>, what happened with Caltrain? Which brand did that killer OOH marketing?

<https://twitter.com/arpiit/status/1194094920677629952?s=46&amp;t=7exeP_TmXc-ZXv8zf0Oq7Q|https://twitter.com/arpiit/status/1194094920677629952?s=46&amp;t=7exeP_TmXc-ZXv8zf0Oq7Q>

OOH we keep doing at Vymo in SEA (Thailand and Indonesia). There is no direct attribution to this. This ET ad we did hoping to accelerate/influence some opportunities. Our India pipeline is looking great but enterprise deals Sales cycle is longer now because of the market conditions. So we cut on events, PPC and re-aligned little of that budget on this.

<https://twitter.com/deiowner/status/1218218116645179392?s=20&amp;t=WEeeqab-WHMcoFIgaEENVw>

Got it. I think Freshworks also did this with London tube during Refresh. Zoho with the free rides in Dreamforce

Can get that info from sales navigator and zoominfo?

as step 1, enable auto-tagging of your URLs to automatically include the campaign name alongwith your gclid.

for step 2, you have 2 options, either use a marketing automation platform which will automatically link your utm parameters to your form fills and give this information in your contact list or

do this manually (you'll need some dev help here) by storing utm values in your local cookie and send this info as hidden field back to your MA tool.

Thanks <@U02USELSBRT>! We use HubSpot for our crm but have been using our custom built forms for lead capture.
Would you advice moving to Hubspot forms? Makes it easier for marketing but what should I be watchful about?

ok, why are you using custom forms? if possible move to hubspot forms (you can apply custom css on top of them if look and feel is the issue). it will certainly help you connect your data.

We earlier had a need to 'approve' users and had a dashboard to manage that before they could access our product. And we just kept using the same thing when we switched to offering demos.
I'll read up about HS forms vs. custom forms before discussing internally to make a switch. Any particular resource you think I should go through to understand pros and cons?

<@U03FED5NN2K> use <https://legacydocs.hubspot.com/docs/methods/forms/submit_form|this> with custom forms and make sure Hubspot tracking code is installed on every page and adwords is also connected with Hubsspot, you will every tiny details about ad performance on every conversion(even the keywords which the person has filled form)

This will require a little dev effort, also if your forms have these condition which generally all forms have it would be automated collected by Hubspot <https://knowledge.hubspot.com/forms/use-non-hubspot-forms|tracking code>
For form submissions to be collected in HubSpot, your form must:
• be a static HTML form.
• be wrapped in HTML &lt;form&gt; tags.
• not be in an &lt;iframe&gt;.
• have an email input field.

To sum it up
• Check if you have Hubspot tracking code installed on every page 
• Check your form if it’s an iframe then use Hubspot forms api with dev team


Thanks <@U046Z7BMAAW>! Let me go through these and see how it goes. I think we've built a custom app on HubSpot to get the data. So will discuss this with the Dev team.

Same question I had as Aru. <@U02USELSBRT> if I'm embedding Hubspot form on the website then the person who submits the form - will I be able to track from which keyword the lead came in because of inbuilt Hubspot functionality? Or do I need a dev help to sort this?

<@U03ELK1NZFY> you would be able to track keywords and webs activity, just ensure two things
Hubspot tracking code is present on every page
Google ads is connected with Hubspot

You won’t need dev help to sort this

Thanks <@U046Z7BMAAW>. I can just add Hubspot tracking code to every page and it should work. I've already integrated the Google ads.

<@U03ELK1NZFY>: just as <@U046Z7BMAAW> says. basically the keyword alongwith all the other params you want to track whether it be campaign, adgroup, keyword, even which ad the person clicked onc an be tracked, all via the URL.

Hey, u can add utm parameters on the links via ads. And then also set the goals on Google analytics for form submit then GA can you the data.

Have you tried out any geo fencing ad tool?

<@U02UJ3N39PF> DM me. I am happy to help in the best way I can. I am part of _*Hubilo*_ (feel free to google and find out more about us before reaching out as well)

Oh wow. Have not heard of this combo for a long time. 

If his profile is correct, he's at EY, so not surprised.

Thanks <@U030SDYNX7V> hi <@U030UJ54133> Dming you 

you can post to Opportunities tab of <http://www.wizly.app|Wizly>. they let you match to right candidate and you'll get to pick one or multiple from it.

<@U030UJ54133> what budgets are you working with? and what exact issues are you facing? unless you have a big, hairy account with lots of moving parts, you don't need an agency, you can DIY most of it.

Haven’t heard of Sprouts before. We were considering RecoTap and Infu2; both have decent capabilities.

<@U02VBQCQ7EG> for his opinion on suitable ABM platforms. Moreover, I think this thread should appear in the <#C02ULDCRFL3|> channel.

Working in logistics and have built an ABM strategy there, executing it currently could help you there but not tried Sprouts...would give them a look

what are the factors which come to this "cost" <@U03D3N0BBEX>?

Hi folks, this is interesting, I would love to know more about this, <@U02ULN6EFNV> please loop me if you're connecting or discussing this out of this chat.

The classic fallacy in B2B demand gen is that persona matters more than the intent. Persona matters when you're trying to determine the traffic quality but not as much when you're trying to determine the purchase intent.

Got it. So you are you saying that this might not work? :smiling_face_with_tear: Bear with if I am asking a dumb question

I'm not saying that. Just sharing an observation.

looking forward to hear your learnings, please do share

I was Thinking of a similar project on different notes, as <@U02USELSBRT> said I beleive Intent is more important than persona when you think of conversions...

So thought if we could use custom conversions through forms where, people belonging to a specific account tier and channel signing up from a specific form could be incentivised with conversion values than others,

Maybe this way PM could be useful for B2B...but your point stands that we need good volume to do this

are you thinking of passing an event like VisitorScore ( score = {based_on_de_anonymized_date} )

<@U030SDYNX7V>: I am calculating score based on 2 factors as of now-&gt; {industry, revenue range, employee-size} and using historical data seeing users belonging to which segment convert better and contribute higher. Planning to score a web visitors based on this.

you have to be mindful that you might introduce a bias

i am assuming you are going to use something like clearbit reveal API ?

you will be basing of your score based on past data, how large is that data set?

every week- we'll be looking at rolling last 3-4 months of data.

Great discussion guys! Here are my opinions and suggestions:

1. How about personalizing web pages based on the intent? It could be a great CRO
2. Let's say you have de-anonymized and you have a clear target profile, but Google search engine can't display your ads based on IP addressing matching (please correct me if I am wrong). It can only read some behaviours (which are in the dark). So I am unsure if we will be able to achieve anything out of de-anonymizing in the context of paid ads.
3. Rather a specific set of behaviours or activities on a website can be defined as conversions and Google ads can measure (CPA) against it.
4. Heat maps and scroll maps can also help in CRO.

Hey <@U03GDAXTSUD>
1. Yes, I think there are tools who do that- personalisation using demographics and IP-deanon data.
2. I didn't get this second point :grimacing: Idea is not to serve ads based on IP address. Idea is to feed back the quality of the data into GAds as conversion value for smart campaigns to optimize on.
3. Yes, that is possible as well. But the again the volume of this data (e.g., CTA clicks) will be lower in volume.
4. Yes. But that is not the out of context in terms of this experiment I guess?


As you rightly said smart bidding works better if there is a large conversion volume. But this happens because the system studies the behaviour, the flow, and other data points. So my question is if you do this, won't it confuse the system and in fact resulting in negative consequences and backfire? 

Although I don't think Google smart bidding algorithm is that smart, such tweaks can work until the next time they update algorithms.  

However, its worth a try though.

Hey <@U036DTKS6KX>: thanks for your inputs. I would be feeding back data in way that users from the "high converting segments" (based on past data) get more weightage.

Tempted to say "it depends" and call it a day. Haha

I am pretty confident that if you can do this, it will result in lower CPAs and better assisted conversions.

Intent- I don't think you need to be worrying as much about it. Apart from 1st party intent, the best kind of intent data is search intent. You already have that layered in as part of your performance marketing campaigns.

So, if you can do this, I'm confident it'll be better than what we have right now.

The problem is with the deanonamization stack.  As much as I love it, it's very industry dependent where it shows enough useful data.

We often use this data to optimise our search ads. I've seen it being less/more useful campaign to campaign as well.

Last time we used Lead Forensics as the data provider since it was an AgriTech company where we also had to target European companies.

Thanks for your input <@U0316K76612>. How did that LeadForensics thing work for the AgriTech co.?

Honestly, it showed us that that campaign sucked and we should shut it down. :sweat_smile:

The reason we did it was because every platform level metric and user behaviour metrics pointed in the right direction but we weren't seeing conversions.

So we got this tool (obviously also used it for other things), saw who was coming to the website and concluded that paid search as a channel wasn't the best for them.

The keywords that we (and their management) believed our ICP would search for, wasn't happening at a rate we needed it to vs non-ICP companies making paid search not something we could scale profitably to any significant numbers.

Understood. Thanks for the input :slightly_smiling_face:

Btw, we tried two other sources before that which just didn't have any meaningful data at all for this industry.

Clearbit
HubSpot's native data

And we chose LeadForesics after evaluating it against 4-5 vendors' data.

interesting, that info helps. I'll reach out to you separately as well.

Is the Search Network causing this issue?

Is it even wise to opt for either of these options. Anyone found impact?

You can always track the metrics using segments -&gt; network

My observation - Cheaper CPC, low conversion rates, display networks always generates junk leads, enable search networks only for a selected campaigns where we find some good conversions.

Interesting. Saheen and Vishal, thanks for the inputs :slightly_smiling_face:

Is it possible for this discrepancy to occur when both Search &amp; Display network is disabled?

As you can see from the above SS, I've enabled neither in another Ad account, but I still see the difference here as well.

If your total search terms clicks are lesser than total search campaign clicks, it might be because of hidden search terms and reduced visibility of search terms

How can we find those hidden search terms?
<https://s11s.slack.com/archives/C02ULADU6TW/p1671517710528679?thread_ts=1671474711.108219&amp;cid=C02ULADU6TW>

Ah impossible I'd say <@U031F2R0LN4> :people_hugging:

I remember Google rolled out this update last year to hide search terms that haven't met the search volume threshold.

But I believe it's done to let advertisers spend more without knowing where their big chunk of budget gets depleted

Thought so, Vishal :stuck_out_tongue:

Thanks for the insights. Appreciate it

Hi <@U03AG3YBVDM>
I have run massive events in the US from here. While it is not easy, I would say that it is definitely, not, not possible. It requires better coordination and planning. By adopting a 'checklist' format, building strong relationships with vendors, and solid communications with everyone involved- it is doable. Happy to share specific insights if needed.

You should talk to <@U038XFCC598> he is THE expert

I am in if we are having a chat about this...would love to hop in <@U03AG3YBVDM> <@U030JJ836QY>

Wasn't planning on a group call but happy to do it. <@U030JJ836QY> <@U02UJ3N39PF> <@U038XFCC598>?

<@U03AG3YBVDM> - would love to have a call for sure

Happy to join a call :') had run multiple events and worked with freelancers and local teams in US to execute the same. Please lemme know when you wanna connect

Yup! Happy to get on the call (if it hasn't happened already :p)

This looks like quite a jam. I can join in too, can share experiences and learn from you guys.

Hi <@U03AG3YBVDM>, Been running field marketing initiatives for Whatfix globally (US + EMEA + Australia) for the last 3 years. It is TOTALLY possible to run the show successfully sitting out of India but requires a lot of planning, coordination, and relationship building. Also, there are bound to be last minute goof ups irrespective of how well you plan and coordinate. In those cases it becomes more about damage limitation. 

Hey all - sorry, was away for end of year. How about a catch up at 4PM next Tuesday? If you'd like to join - DM me your email id.

<@U030JJ836QY> <@U0323V4CLRY> <@U02UJ3N39PF> <@U038XFCC598> <@U039J70Q9MM> <@U0302EPHFC6> <@U030JDMRWF2>

<mailto:paddymartech@gmail.com|paddymartech@gmail.com>

<mailto:arbaznadeem@live.com|arbaznadeem@live.com>

Hi Richie - please add me too - <mailto:shreyk186@gmail.com|shreyk186@gmail.com>

Pls add me too. <mailto:rashmirao51@gmail.com|rashmirao51@gmail.com>