B2B Tech Marketer

Tranna.org

Advertising agency | Google Ads Partner | Facebook Ads Preferred Partner

Co-Founder / CEO

Interface LLC

Software development & Integration, ECM systems, electronic archives, web services, SaaS

Owner / CEO

АйТи

Director of Business Development

Head of ERP business unit

Parus Fin Software. Inc

Team Lead

Russian Research Center "Kurchatov Institute"

Software Engineer

Paid acquisition system for your B2B/eComm in 2 months with our proven framework | Predictable budgets and results | Google & Meta

I am a leader of a small team that specializes in B2B tech marketing and advertising. 

With 20+ years of industry and marketing experience, I deeply understand the B2B tech sector's challenges and opportunities.

I leverage this expertise to tailor marketing programs that suit the needs and budget of each client, using proven advertising strategies and tools such as Google Ads, LinkedIn Ads, and Meta Ads.

You can see my portfolio, case studies, and testimonials on my website: www.albertsungat.com

My mission is to help B2B tech companies grow their sales and achieve their desired outcomes.

If you are looking for a reliable and experienced partner to boost your marketing performance, please get in touch with me. I would love to hear from you and discuss how we can work together.

How to do effective B2B advertising if your budget has been cut in half?

Answer. Don't show ads to untargeted people.

How do you think we could do this?

Build lists and advertise only for targeted lists.

Why couldn't this have been done before?

It could be.

👉 But now, in the face of cut budgets and compressed demand, it makes sense to stop all other advertising.

How do we advertise only for targeted lists?

We'll need LinkedIn Sales Navigator, LinkedIn Ads, Google Ads, Meta Ads, and some third-party services.

Here is the scheme ⤵

1) Use LinkedIn Sales Navigator filters to find target companies. Clean the received list manually. Download this account list using third-party services. Now we have List 1.

2) Use LinkedIn Sales Navigator filters to find decision-makers in List 1 companies. Download this contact list using third-party services. Now we have List 2.

3) Enrich email addresses in List 2 using third-party services.

4) Upload Lists 1 and 2 to launch Engagement / Traffic campaigns in LinkedIn Ads.

5) Upload List 2 to launch Engagement / Traffic campaigns in Meta Ads.

6) Upload List 2 for launching Google Ads campaigns:
- Google Display campaigns for the list
- YouTube In-Stream campaigns for the list
- Google Search RLSA campaigns for the list

7) Add retargeting campaigns for website visitors across all platforms.

☝ If you have completed steps 1 and 2 well, your advertising will be shown only to potential clients.

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PS. If you need the details of implementing the described approach for your B2B, go to the albertsungat-dot-com website and leave a request.

#b2b #advertising 

Albert Sungatullin

Creating advertising messages taking into account the awareness of the target audience.

When creating advertising messages, I use my framework, developed according to the methodology of Eugene Schwartz.

Today, I would like to talk about one aspect.

☝ How can we develop advertising messages considering the AWARENESS stage of the target audience?

The methodology uses FIVE awareness stages. It helps us to focus on each specific part of the audience.

I have prepared an example for you with textiles. Please take a look at the blue section on the screenshot.

Message 1. My client and I used this message in our email newsletter for the best customers.

Messages 3+4. We used these messages in a large-scale YouTube video campaign to attract new customers.

Message 5. We used it as a headline for a fashion blog guest post.

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When we talk about the B2B niche, most of the target audience of our product/service falls into 2-3 awareness categories. We should focus on these categories.

Therefore, the following example.

This year, I've started a new service - ABM program execution for B2B Tech companies with high contract value.

The screenshot shows the result of my work with messages. Please take a look at the pink section.

I could write a message for those who consider my ABM services market-leading, but it would be useless. There are very few such people. Haha.

Time and time again, we must know our audience to create the right messages.

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We will discuss other components of my messaging framework later. 
Follow my posts.

#advertising #copywriting 

Are Google Display Ads for B2B a waste of money?

I'm ready to show the opposite.

Business = IT services for Retail/eCom
Average Contract Value > $20k

Conversion = "Book a demo" lead form.

☝ The cost per lead in Google Display Ads is significantly lower than in Google Search Ads (see screenshot).

Ultimately, what matters is which leads will generate revenue. We have yet to find out this.

But we need people who submit a request to discuss services. 

Google Display Ads brings us such people in this project.

Any advertising tool may be effective under certain conditions:

1) The right message
2) The proper targeting
3) The correct technical execution

We shouldn't limit our tools without testing them.
Other people's experience is also an unreliable basis.
Every business and case is unique.

#advertising #b2b 

If you're using Google Ads to drive traffic to a B2B website, don't limit yourself to Search Ads.

Yes, search traffic will be the highest quality, but you may face problems.

1) Search traffic can be costly.
2) There may be very few relevant search queries.

It is necessary to test other Google Ads tools to acquire prospects.

Let me give you a recent example from practice.

Business: IT services.

Google Search Ads
===============
CPC = $10
25% of visitors view 3+ website pages per session
❌ Cost of attracting an active website visitor = $40

Google Display Ads
================
CPC = $0.4
2,5% of visitors view 3+ website pages per session
✅ Cost of attracting an active website visitor = $16

Of course, an active website visitor is not a lead, but there is still a reason to continue the test.

Google Discovery Ads and YouTube In-Stream Ads are also must-haves for testing in B2B niches.

Tests. Tests. Tests.

#b2b #advertising 

Good marketing requires a deep understanding of a business niche.

We need to understand:
- a market niche
- a business/product
- client needs

Marketing tools and tactics always come second.

I have an illustration.
=============

Your business offers mobile application development for eCommerce websites.

We launch Google Search Ads campaigns to attract prospects.

Let's look at the search terms to exclude irrelevant ones.

Example 1
========

❌ "create shopify app"

✅ "create shopify mobile app"

The first search term is most likely about something other than your service.
Why?
Because in the Shopify ecosystem, all plugins are called Applications.
This is an important nuance.

Example 2
========

❌ "woocommerce mobile app"

✅ "woocommerce to mobile app"

The first search term is most likely about something other than your service.
Why?
Because WooCommerce has a mobile app for store and order management.
This is an important nuance.

=====

Someone with experience in eCommerce can avoid the nuances and make effective advertising campaigns.

How do you think you could deal with it?

Should you always hire a contractor with proven experience in a niche?
Is it always better to have an in-house marketer?
Any specialist will understand the nuances in a month?

Please let me know what your thoughts are.

#b2bmarketing 

"Not having a map" is the most common B2B business mistake when using advertising.

Very often, we can hear from business owners:

"I think it's worth trying Google Ads."
"One partner said that LinkedIn Ads is not working well."
"Our competitors use Meta Ads."

Marketers need to help businesses move from guesswork to planning.

To do this, we need to stop thinking about tools and start thinking about strategy and marketing programs.

How to build a roadmap?

An example.

Let's say we sell web development services for eCommerce.

✅ What is the paid acquisition strategy?

Are we capturing demand in Google or attracting the target audience to our webinars?

The answer to this question requires some research into the market niche, the position of the business, and its goals.

Suppose we have chosen content marketing.

✅ What is the program?

- Create a video trailer for the webinar
- Create a landing page on the website for registrations
- LinkedIn Ads for registrations (targeting customer portraits)
- YouTube Ads for registrations (on selected channels)
- Hosting a webinar
- Email newsletter for participants with a profitable offer
- Repeat this every month

✅ What are resources?

Consider the budget for advertising and content creation. Let it be $4000 per month.

✅ What are the goals and KPIs?

1st level goal is 100+ registrations for each webinar.
2nd level goal is 5+ leads within a month.
3rd level goal is 3+ deals within three months.

✅ GO

✅ Measure and improve

Few participants? --> Improve ads
Few leads? --> Improve content
Few clients? --> Impove Offer

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Goals --> Research --> Strategy --> Program --> Resources, KPIs --> Execution --> Measurement --> Improvements

Start by creating a roadmap.

#b2bmarketing #advertising 

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