KlientBoost

KlientBoost is a performance marketing agency with the most published wins (case studies, reviews, video testimonials) of any agency on the planet (sounds crazy, but we did the research. Check out our site).

Through paid advertising, SEO, email marketing, and conversion rate optimization, we accelerate the growth of our 250+ clients in the SaaS and eCommerce spaces.

Simply put, we're able to squeeze more ROI your marketing channels because we always experiment with better ways to get things done.

Head of Performance Marketing - Europe

Zebra Growth

- Developed and implemented an ABM and demand gen-focussed b2b GTM strategy to EU and NA regions that drove £21M in pipeline (+£6M vs target) with a £14.1K CAC (vs ~£20K for the previous period)
- Collaborated with sales teams to diagnose SQL to opportunity blockers and rolled out a webinar funnel–leveraging key strategic partners as speakers–themed around overcoming common pre-deal objections - drove 3 new opps from existing pipeline and ~170 pre-qualified leads
- Enhanced sales and marketing collaboration within client account and rolled out an omni-channel always-on content funnel across LinkedIn, Meta, YouTube and Google Ads that also utilised the sales team to perform outbound lead generation and follow LinkedIn thought-leadership posting schedules positioned around key buyer journey blockers
- Recommended a data-led decision to pivot core strategic segment choice 9 months into strategy execution after discovering two new segments with a higher likelihood to purchase
- Designed and implemented multiple CRM lead flow processes–including creating sales team lead nurture SOPs–and rolled out CRM-optimisation strategies to enhance quality of data and optimise lead nurture processes
- Working with clients to better understand their pre-awareness to post-project buyer journeys and diagnose opportunities to optimise key “wow” moments
- Collaborating with product, content and senior leadership teams to continually optimise strategy and marketing execution
- Building out the agencies Growth Marketing function, embedding key marketing operational infrastructure, with a focus on automating laborious tasks using templates, SOPs, frameworks, software platforms and AI → rolled out a reporting platform that reduced time to create reports ~75% and a PPC-management software that reduced PPC management by ~66% 
- Relentlessly checking and digging into CRM systems and passeing high-potential leads to sales teams to ensure revenue opportunities are maximised

Growth Lead

tictoc digital

- Managed 12+ retainer clients and created and executed several full-funnel, omni-channel digital marketing strategies
- Lead and developed the digital marketing function
- Collaborated with designers, developers and freelancers to launch full-funnel marketing campaigns
- Created and implemented a multi-channel digital marketing strategy that led to a 28% increase in revenue from digital for an eCommerce client over 12 months
- Instituted a more effective, agile approach to strategy execution and planning which was applied company-wide → the key benefit was that it allowed us to more readily pivot strategically based on new data insights, trends and market activity

Digital Marketing Manager

Elastic Creative UK

- Collaborated with client’s in-house marketing and sales team to create and implement an omni-channel, brand-led digital marketing strategy that delivered a 1,100% increase in qualified lead acquisition – 18 avg. per month to 200+ after 18 months of implementation
- Delivered workshops and created brand and digital marketing strategies that included defining buyer journeys, mapping key target segments and crafting research-informed positioning statements 
- Created and executed multiple full-funnel digital marketing, social media, paid media, content and SEO strategies for various b2b clients
- Collated weekly and monthly performance reports and presented them to client stakeholders, including C-suite and directors
- Upsold agency services to clients and delivered proposal pitches
- Writing world-class, snappy and compelling copy for b2b clients, distilling complex ideas into digestible messaging that met both

Digital Marketer & Copywriter

Head of Performance Marketing (Europe) @ KlientBoost | B2B Lead and Demand Gen Specialist | $21M+ Pipeline Generated in 2023

Hey, I'm Patrick.

I'm a brand and marketing nerd 🤓 who's OBSESSED with helping businesses simplify growth. 

Pretty much everyone needlessly overcomplicates marketing then winds up irritated when the promised riches don't arrive. I help you hyper-focus on what really works so they do 💸

Here's a few things I'm really proud of:
→ 6X'd revenue for a d2c skincare client
→ Drove £21M+ pipeline for a b2b tech client
→ 11X'd inbound leads for a b2b service client
→ 7X'd lead to op conversion rate (from 3% to 21%)
→ 2X'd traffic for a real estate client (without increasing spend)

I don't want to toot my own horn, but I know what I'm doing 😏 (the aforementioned obsession helps).

Right now, I'm building the legendary KlientBoost's Europe office from the ground up as Head of Performance Marketing (Europe).

KB is already THE BEST performance marketing agency in North America. Now we're gunning for the European crown too.

If you're looking for a professional digital marketing agency, that actually delivers their promises (and more), we're for you.

Drop me a DM (or hit the link in my profile) to request your free personalised marketing plan. 

We'll be delighted to help you hit revenue targets you didn't think were possible 😉

P.S. I share b2b performance marketing tips and insights daily. If you want to become a better marketer, give me a follow.

ChatGPT prompt B2B performance marketers can use to: 

· find high-intent keywords fast
· separate them into themed ad groups
· ensure keywords are relevant to landing pages

This one is gonna save you A LOT of time.

- 

Here's the prompt:

Take the role of Google Ads keyword research specialist. Your super power is that you're able to differentiate low and high purchase intent keywords easily.

A low intent keyword is a keyword a user would search if they are not in market for a product. For example, a user searching "how to segment audiences" or "CRM checklist" doesn't show intent to purchase a CRM. Searchers are looking for advice on how to use CRMs. 

A high intent keyword is where a user does show intent to buy or use a product. For example, users searching "best audience segmentation CRM" or "easy to use CRM" indicate that they're in-market for a CRM and therefore have high intent to purchase.

Based on the above information, I'm going to feed you a PDF document of our product landing page.

I want you to scan the document to understand what our product is and how it helps users. Use this information to create a list of high-intent keywords users who are in-market for our product might search.

I'd like you to separate your suggested keywords into themed ad group buckets of max 30 keywords per ad group. 

A themed ad group is an ad group in which all of the keywords share a similar theme. For example, a CRM company may have themes such as CRM audience segmentation, CRM workflows, and Enterprise CRM.

The above is just an example. You can choose to separate the keywords into themes that make the most logical and thematic sense to you.

Each provided keyword can only belong to one themed ad group and MUST NOT span multiple ad groups.

Please provide your response in a table format where each keyword has it's own separate row.

Finally, ensure your high-intent keyword suggestions have search volume in Google Ads.

- 

Now, the prerequisite here is that you need to upload a PDF of your landing page to ChatGPT.

Here's how to do that:

1. Visit your landing page in the browser

2. Hit print > save as PDF

This will convert your landing page into a PDF ChatGPT can read.

– 

Simply input the prompt as is. 

Upload your PDF.

And, voila. 

You have:

· a list of high-intent keywords
· relevant to your product landing page
· grouped into themed ad groups

Who's giving this one a try?

Patrick Cumming

How important are high-intent keywords for B2B performance marketers?

What are some best practices for creating themed ad groups?

How can ChatGPT help me find high-intent keywords?

9 months hard work. 7,000 new LinkedIn followers.

Here’s some advice:

I didn’t regret a single post I felt scared to publish.

I regretted every one I watered down though.

Creators love to say authenticity wins.

That’s what they mean.

You do you.

✌️

—

P.S.

Next stop 10,000.

I’m dropping something big when we get there 👀

Why is authenticity important in content creation?

No alternative text description for this image

Yesterday I bought some Birkenstocks.

Saw a sign in a shop window. 
Walked in.
Tried them on.
Left with the shoes.

Most B2B attribution models would credit the window sign.

“Let’s double down on window signs and cut everything else!”

Completely overlooking the fact that:

• I’ve been researching shoes for months 
• Have had multiple friends recommend them
• I’ve seen ads for them all over the place 

10+ touchpoints happened before I saw the sign.

I was gonna buy the shoes anyway.

The window sign was just right place right time.

This is where many B2B marketers go wrong.

A prospect converts to pipeline after clicking a Google or LinkedIn Ad.

They assume it was that specific ad that sold the product.

But miss the fact that 20+ touchpoints they can’t see happened before.

The touchpoints that got them on the shortlist in the first place. 

Bottom line:

Be careful making decisions with digital attribution alone.

It shows a fraction of the vital touchpoints that happen before B2B deals close.

Talk to your customers, trust your instincts, and leverage engagement tracking platforms for a truer picture.

You’ll make smart decisions and drive more pipeline as a result.

- 

P.S.

Birkenstocks and socks… yes or no?

Most people quit too soon.

My first: 
· 50+ marketing job apps were rejected
· Paid media campaign got no leads
· Landing page didn’t convert
· LinkedIn post got 5 likes
· B2B blog didn’t rank

Those failures hurt.

I felt like quitting multiple times.

But kept going instead.

Now I'm:
· At a world class agency
· Drive millions in pipeline
· Help clients 2X CVRs
· Get 100s of likes
· Loads of ranked blogs

Here's the thing...

Starting is exciting. 
Everyone’s good at that.

Failing f*cking sucks.
That’s when most quit.

Something special happens when you don’t.

You can’t become a great marketer without learning to:
· stay optimistic when things fail
· grit through when it gets tough

The biggest wins often come after you feel most like giving up.

So next time you get that urge, try hanging on a little longer.

You might find something big is round the corner.

✌️

—

P.S.

B2B marketers are the grittiest. 

Change my mind 😤

B2B performance marketing is evolving.

Old way:

• drive as many leads as possible
• lame eBooks & sales-pitch webinars
• exclude existing pipeline from targeting
• zero focus on building and nurturing intent
• “data-driven” - based on digital attribution only
• campaigns measured on conversions not pipeline 
• zero interaction with sales, prospects or customers

New way:

• lead quality > lead volume
• high value ICP-informed content 
• pipeline nurture ads reduce sales cycle
• awareness campaigns to influence buyers
• hybrid attribution and engagement scoring
• campaigns measured on pipeline not lead vol.
• regular comms with sales, prospects & customers

You don’t close senior exec buying committes for high-ticket B2B products with an eBook or a pretty landing page.

You need to show them across multiple touch points: 

• you deeply understand their problem
• you can help them solve it
• and you can do it better than everyone else

Old way might look nice in GA4.

But the new way is how to drive revenue.

300+ marketers applied to my role.

I outcompeted them with my LinkedIn presence.

If you’re looking for: 

→ Your next promotion
→ Higher earning potential
→ Roles at better companies
→ Better company benefits
→ More exciting projects
→ All of the above, faster

And you’re tired of having your CV ignored.

You need to build your LinkedIn presence.

Here’s 3 simple steps you can implement to start today: 

𝐒𝐭𝐮𝐝𝐲 𝐡𝐨𝐨𝐤 𝐟𝐨𝐫𝐦𝐮𝐥𝐚𝐬. 

Hooks make or break posts. 

If you want to get seen you need to master them. 

How to and listicles work great.

Better hooks = more followers = more opportunities.

𝐖𝐫𝐢𝐭𝐞 𝐟𝐫𝐨𝐦 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞. 

Especially if you have impressive case studies.

When you do this:

→ writing is faster
→ posts are compelling
→ you stand out

LinkedIn is filled with shit AI content.

Nobody can replace your unique experience.

𝐒𝐡𝐚𝐫𝐞 𝐟𝐫𝐞𝐬𝐡 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬. 

What types of content perform? 
What do buyers need? 
How long are sales cycles?
How are you using AI?
What are your favourite tools?
What style of copy gets conversions?

Users love fresh insights like the above.

It also shows companies you’re:

→ passionate
→ analytical
→ reflective
→ strategic

& moving the discipline forward in general.

All ridiculously employable traits.

𝐇𝐞𝐫𝐞’𝐬 𝐭𝐡𝐞 𝐡𝐚𝐫𝐬𝐡 𝐭𝐫𝐮𝐭𝐡:

Nobody reads CVs anymore.

Want to land your dream marketing role in 2024?

Repeat the audience-building steps above for 6 months and watch what happens.

I guarantee it’ll transform your career.

–

P.S. 

CVs are dead.

Agree or disagree? 👇

Marketers who've never worked in sales don't understand how much lead quality matters.

I know this because I used to be one of them.

I'd flood my clients with leads. 

It's what they asked for so that's what they got.

But sales would always push back. 

"We need better quality leads – these are all garbage."

I'd naively tell them to improve their conversion rates.

After moving into a role that involves sales, I learned a big lesson quickly:

No amount of sales finesse will convert a low-intent or poor-fit lead.

Pursuing them is wasting their time and yours.

Despite that, many B2Bs still optimise for volume instead of quality.

Believing that the right nurture sequence or sales tactic will convert them.

It won't.

Yes, switching to a quality vs volume model is scary.

Yes, volume drops and senior leaders get nervous.

Yes, it's a difficult position to manage as a marketer.

BUT

That doesn't change the fact that it's a more profitable approach in the long run:

𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐫𝐚𝐭𝐞 𝐭𝐨 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐬.
Your landing page conversion rates may go down. 
But your lead > SQL and SQL > closed/won will go up.

𝐂𝐨𝐬𝐭 𝐞𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐠𝐨𝐞𝐬 𝐮𝐩.
You may pay more for a lead. 
But you'll pay less for closed/won.

𝐅𝐫𝐞𝐞𝐬 𝐮𝐩 𝐭𝐢𝐦𝐞 𝐟𝐨𝐫 𝐬𝐥𝐚𝐦𝐦𝐞𝐝 𝐬𝐚𝐥𝐞𝐬 𝐭𝐞𝐚𝐦𝐬.
They're spending less time on leads with no hope of converting.
This means they can focus more energy on leads who've shown genuine intent.

Remember: 

It’s not about how many. 

It's about how 𝘮𝘢𝘯𝘺 good. 

That's the mantra of B2Bs who are gonna crush it in 2024.

–

P.S.

B2B marketers, what's your take on this? 

Do you prioritise lead quality over quantity?

Unexpected LinkedIn benefit:

Community.

Building a following is legit terrifying.

Nobody wants to crash and burn in public.

Not in front of their friends and colleagues. 

F*** that.

But the LinkedIn community wants you to win.

Established creators I'd never met supported my content early on.

It:

• gave my content credibility
• improved my visibility and reach 
• encouraged me when engagement sucked

Couldn't have stayed consistent without that.

I started posting because I wanted:

· a creative outlet
· to share my knowledge
· career growth opportunities

I stayed because of the community.

Big thanks to all the supportive creators.

This platform would suck without you.

🙏

—

P.S.

Show your favourite creators some love in the comments 👇

How can LinkedIn help me find career growth opportunities?

What are some best practices for engaging with the LinkedIn community?

What are some ways to find supportive creators on LinkedIn?

7 signs your B2B isn't ready for Google Ads 
 
– 
 
𝟭. 𝗬𝗼𝘂 𝗰𝗮𝗻'𝘁 𝗮𝗳𝗳𝗼𝗿𝗱 𝗮 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗽𝗵𝗮𝘀𝗲 
 
Google Ads success requires data. Data takes time. 
 
That means making decisions with sub-optimal data. 
 
And spending money without guaranteed return. 
 
𝟮. 𝗬𝗼𝘂 𝘄𝗮𝗻𝘁 "𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗮𝗯𝗹𝗲" 𝗹𝗲𝗮𝗱 𝘃𝗼𝗹𝘂𝗺𝗲 
 
Google Ads is powered by user searches. 
 
Even well optimised account need search term volume to perform. 
 
Some weeks you'll have influxes. 
 
Others you'll hear crickets. 
 
Depends how many users are searching. 
 
𝟯. 𝗧𝗵𝗲𝗿𝗲'𝘀 𝗻𝗼 𝘀𝗲𝗮𝗿𝗰𝗵 𝗱𝗲𝗺𝗮𝗻𝗱 
 
Google Ads is the best demand capture platform. 
 
But it only works 𝙞𝙛 there's demand. 
 
Users aren't searching for what you offer?  
 
No amount of budget will solve the problem. 
 
𝟰. 𝗬𝗼𝘂'𝗿𝗲 𝗻𝗼𝘁 𝘂𝘀𝗶𝗻𝗴 𝗮 𝗖𝗥𝗠 
 
Getting leads is easy. 
 
Getting quality leads?  
 
That's what separates pros from amateurs. 
 
You need a CRM to send lead quality signals to Google. 
 
Without this you'll waste spend AND overwhelm sales with low quality inbound. 
 
𝟱. 𝗬𝗼𝘂'𝗿𝗲 𝗻𝗼𝘁 𝘄𝗶𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗻𝗲𝘄 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲𝘀 
 
80% of Google Ads success happens on your website. 
 
If you don't serve users landing pages that match their search intent they'll bounce. 
 
(no matter how pretty your home page, pricing page or demo page is) 
 
𝟲. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗶𝘀 𝗱𝗼𝘄𝗻𝘁𝗿𝗲𝗻𝗱𝗶𝗻𝗴 
 
Google Ads can't save you from downtrending revenue. 
 
That's a sign of a more complex problem like: 
 
· poor positioning 
· poor offer 
· low demand 
· no PMF 
 
Probably a combo of all 4. 
 
Better to use allocate spend to solving those issues first. 
 
𝟳. 𝗬𝗼𝘂 𝗱𝗼𝗻'𝘁 𝗵𝗮𝘃𝗲 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗰𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀 
 
Google Ads lives and dies on data.  
 
You can't collect data without robust tracking. 
 
Minimum requires:  
 
You should have GA4 on your website to track visitors and high-intent conversions. 
 
Ideally, you'll send offline conversions from your CRM data too. 
 
– 
 
𝗧𝗟𝗗𝗥 
 
Google Ads is the best demand capture platform. 
 
But it's not right for every B2B. 
 
Here's 7 signs you're not ready for it: 
 
1. 𝗬𝗼𝘂 𝗰𝗮𝗻'𝘁 𝗮𝗳𝗳𝗼𝗿𝗱 𝗮 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗽𝗵𝗮𝘀𝗲 
2. 𝗬𝗼𝘂 𝘄𝗮𝗻𝘁 "𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗮𝗯𝗹𝗲" 𝗹𝗲𝗮𝗱 𝘃𝗼𝗹𝘂𝗺𝗲 
3. 𝗧𝗵𝗲𝗿𝗲'𝘀 𝗻𝗼 𝘀𝗲𝗮𝗿𝗰𝗵 𝗱𝗲𝗺𝗮𝗻𝗱 
4. 𝗬𝗼𝘂'𝗿𝗲 𝗻𝗼𝘁 𝘂𝘀𝗶𝗻𝗴 𝗮 𝗖𝗥𝗠 
5. 𝗬𝗼𝘂'𝗿𝗲 𝗻𝗼𝘁 𝘄𝗶𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗻𝗲𝘄 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲𝘀 
6. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗶𝘀 𝗱𝗼𝘄𝗻𝘁𝗿𝗲𝗻𝗱𝗶𝗻𝗴 
7. 𝗬𝗼𝘂 𝗱𝗼𝗻'𝘁 𝗵𝗮𝘃𝗲 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗰𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀 
 
– 
 
P.S.  
 
What did I miss? 👇

Why is demand important for Google Ads success?

How can Google Ads benefit my B2B company?

How can I optimize my landing pages for Google Ads?

Everyone loves complaining about how LinkedIn content is getting worse.

Nobody talks about how many creators are raising the bar though.

There’s so many great creators that I don’t have enough time to read and engage with as many as I’d like to.

It sucks.

It’s even harder when awesome new creators keep popping up too.

Anyway…

YES

There are lots of lazy creators producing garbage.

BUT

Man… there are so many rockstars posting bangers daily.

This one’s for all those people - you know who you are.

Thanks for making this platform such a fun place to be.

🤘

What sets rockstar LinkedIn creators apart from others?

What are the characteristics of successful LinkedIn creators?

How can we address declining content quality on LinkedIn?

Write 20 full-funnel LinkedIn Ads in <5 minutes with this epic ChatGPT Prompt: 
 
–  
 
I need you to create 20 ad variations using specific advertising formulas.  
 
Write 5 ad variations for each formula. 
 
Every ad should feature a combination of primary text and a headline, using clear, concise, and compelling copy to attract high-intent leads. 
 
𝗥𝗲𝗾𝘂𝗶𝗿𝗲𝗺𝗲𝗻𝘁𝘀 𝗳𝗼𝗿 𝗘𝗮𝗰𝗵 𝗔𝗱 𝗩𝗮𝗿𝗶𝗮𝘁𝗶𝗼𝗻: 
 
Formula Used: Specify which of the following formulas each ad uses: 
 
PAS (Problem, Agitation, Solution): Each variation should focus on a unique pain point. 
 
Use Case: Each variation should showcase a unique use case for our product. 
 
FAB (Features, Advantages, Benefits): Each variation should focus on a unique feature, advantage, and benefit. 
 
Before and After: Each variation should describe a transformation scenario. 
 
Primary Text: Contains no more than 30 words. Ensure each sentence flows into the next without explicitly denoting the formula parts. 
 
Headline: Must be more than 6 words and less than 10 words. It should capture the essence of the ad's message compellingly and succinctly. 
 
𝗙𝗼𝗿𝗺𝗮𝘁 𝗳𝗼𝗿 𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻: 
 
Please provide your response in a table format with columns for the formula used, the primary text, and the headline. Each row should represent one ad variation. 
 
𝗘𝘅𝗮𝗺𝗽𝗹𝗲 𝗼𝗳 𝗜𝗻𝗰𝗼𝗿𝗿𝗲𝗰𝘁 𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻: 
 
Primary Text: "Before: Slow growth and market penetration. After: Rapid market expansion and increased brand visibility." (Denotes formula parts explicitly) 
 
Headline: "Leverage Real-Time Insights" (uses less than 6 words). 
 
𝗘𝘅𝗮𝗺𝗽𝗹𝗲 𝗼𝗳 𝗖𝗼𝗿𝗿𝗲𝗰𝘁 𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻: 
 
Primary text: "Our real-time reporting allows you to access up-to-date data, enabling quick strategy adaptation and improved results." (Uses the FAB formula seamlessly and less than 30 words) 
 
Headline: "Make smart strategy decisions with complete data" (Uses more than 6 words and less than 10) 
 
Please ensure each ad strictly adheres to these guidelines to maximize effectiveness and compliance with the set standards. 
 
– 
 
Getting a usable output is down to landing page quality. 
 
Garbage in = garbage out. 
 
With a high-quality landing page, you'll still need to do a little tweaking.  
 
But, it's pretty close out the gates. 
 
– 
 
P.S. Who wants a B2B landing page ChatGPT prompt next?

What are the unique pain points addressed by the PAS formula?

What are the transformation scenarios described by the Before and After formula?

Here’s how I write scroll-stopping LinkedIn Ads primary text.

A hyper-specific copy template to get more qualified leads:

– 

Campaigns not producing qualified leads? 

You probably have vague copy.

Fix it using this proven formula:

"Audience + Product/Feature + Benefit/Outcome"

I've been using this formula for 5+ years and it never fails. 

A few examples of how you can use it:

1. Learn how SDRs can use our AI-powered CRM to land and retain 20% more clients without increasing their workload.

2. Procurement managers using our software cut procurement costs 63% on average. Book your demo today.

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5. The world's smartest Marketing Managers use our insights tool to make confident strategic decisions that drive growth.

–

The reason this template works?

Hyper-specificity.

It forces you to produce clear, concise copy that:

- Directly speaks to the ICP
- Highlights a relevant product
- Promises a desirable outcome

It’s obvious who your ad is for and why they should care.

And that makes the right users click and convert.

–

P.S. Who’s taking this for a spin?

It's crazy how many B2Bs still optimise for lead volume.

But here's the harsh reality:

Leads aren't revenue.

If you want marketing activity to efficiently generate revenue you have to optimise campaigns for pipeline.

You can no longer look only at the conversion column in your ad platforms.

You need to:

· Use tracking software to understand important touchpoints
· Send offline conversion data to your ad platforms
· Analyse campaign performance in your CRM
· Ask sales teams how they feel about lead quality
· Redefine what Lead, MQL, and SQL is for your business 

It's the only way to get a complete picture of what's supporting revenue and optimise for it.

Here's the honest truth:

You could easily 2X your lead volume in <5 minutes.

Just: 

→ Switch Google Ads to broad match and GSN targeting 
→ Turn LAN and audience expansion on for LinkedIn Ads

You'll have more leads than you can handle.

(but it won't matter because none will convert to sales)

–

Here's the bottom line:

Lead volume is a poor measure for healthy marketing performance.

Smart B2B marketers in 2024 are optimising for pipeline.

That often means a steep drop in lead volume... 

...but much healthier pipeline, revenue and ROI.

–

P.S. 

B2B marketers, what's your take? 👇

Feel like you're spending too much on Google Ads?

Try this hack I used to cut $7,599 wasted spend for a B2B SaaS client.

It's easy to implement and takes <30 minutes.

𝐏𝐚𝐫𝐭 1 - 𝐨𝐫𝐠𝐚𝐧𝐢𝐬𝐞 𝐲𝐨𝐮𝐫 𝐯𝐢𝐞𝐰

Load up Google Ads and navigate straight to keywords.

You want to see all keywords for all campaigns.

Set your look back window to 180 days.

Sort keywords by conversion volume. 

The highest converting keywords should be at the top.

𝐏𝐚𝐫𝐭 2 - 𝐚𝐧𝐚𝐥𝐲𝐬𝐞 𝐤𝐞𝐲𝐰𝐨𝐫𝐝𝐬

Now load up Google and search for the top converting keyword.

Skip the ads and go straight to the top 10 organic results.

If a keyword is high-intent you should see:

- content helping users solve the problem you solve
- review sites for products similar to yours
- your competitors

If you don't see any of the above chances are it's a low-intent keyword.

𝐏𝐚𝐫𝐭 3 - 𝐜𝐮𝐭 𝐥𝐨𝐰 𝐢𝐧𝐭𝐞𝐧𝐭 𝐡𝐢𝐠𝐡-𝐬𝐩𝐞𝐧𝐝𝐞𝐫𝐬

Low intent keywords often drive high lead volume.

But it rarely converts to pipeline or revenue.

Once you've isolated low intent keywords, pause or remove them.

Repeat the process for all the keywords in your list.

I'd bet money you find multiple opportunities to cut wasted spend.

𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐭𝐡𝐞 𝐩𝐫𝐨𝐜𝐞𝐬𝐬 𝐥𝐨𝐨𝐤𝐞𝐝 𝐟𝐨𝐫 𝐦𝐲 𝐜𝐥𝐢𝐞𝐧𝐭:

Top converting keywords were related to video transcription software.

Google Searches suggested user intent was to upload a video and download the transcript.

That's not what my client's product does though.

- User's would sign up for the free trial
- Realise the product didn't solve their problem
- Leave the platform and never return

We verified this with offline conversion data.

None of those keywords had converted to paying users.

My client's product simply doesn't match the intent of their search.

All the CRO and copywriting hacks in the world wouldn't get them buying.

𝐑𝐞𝐦𝐞𝐦𝐛𝐞𝐫:

Just because users are converting, doesn't mean they have intent to buy.

Always verify search intent to ensure you're getting quality, not just volume.

That's what's gonna drive pipeline and revenue at the end of the day.

– 

P.S. 

Want to find out how much ad spend you could save? 

Drop me a DM for your free marketing plan and Google Ads audit.

Takes ~2 days to turnaround and could save you $$$.

No B2B likes paying for brand campaigns on Google Ads.

But you definitely shouldn't pay more than necessary.

Use this simple bid strategy hack to shave 29% off your CPL:

–

𝐒𝐰𝐢𝐭𝐜𝐡 𝐭𝐨 𝐞𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐂𝐏𝐂 (𝐞𝐂𝐏𝐂) 𝐛𝐢𝐝 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲.

–

Most B2Bs use max conversions or target CPA bid strategies.

Max conversions will get you volume irrespective of CPA.
This can inflate CPA.

Target CPA will shoot for conversions at a desired CPA.
This can decrease conversion volume.

Those two strategies usually work better for non brand campaigns. 

Especially when either volume or CPA is the primary goal.

(You should still test bid strategies - it's not always cut and dry)

eCPC bids lower for clicks less likely to convert.

BUT

Users searching brand are usually more likely to convert. 

So eCPC tends to get you low CPAs without lost volume.

We recently ran this experiment for a client and netted a 29% drop in CPA.

With no loss in search impression share.

Sure, we're still paying for brand campaigns when you'd rather not.

But at least we're not paying a 30%+ premium anymore.

–

𝐁𝐨𝐭𝐭𝐨𝐦 𝐥𝐢𝐧𝐞:

Brand protection campaigns are a necessary evil. 

If you don't run them competitors will steal high-intent searchers. 

You'll lose pipeline and revenue as a result.

Use eCPC bidding so you're not paying above cost to retain them.

–

P.S. 

PPC nerds: share your CPA reduction strategies in the comments 👇


How does eCPC bidding work for brand campaigns?

Why are brand campaigns important for B2Bs?

Analysing B2B marketing channels in isolation is a huge mistake. 
 
The average deal comprises 30+ touch points across multiple platforms. 
 
But B2Bs still make strategic decisions at the channel-level. 
 
Here's how it plays out: 
 
Display, OOH and PR are hard to attribute. 
 
This can lead decision makers to cut spend. 
 
LinkedIn, Google Ads and SEO are easier to attribute. 
 
This can lead decision makers to over invest. 
 
Here's what you don't see though: 
 
Killing digital display or OOH can reduce brand search volume. 
 
Pumping all your budget into demand capture campaigns leaves no budget for building a strong brand. 
 
That's missing a prime opportunity to shorten sales cycles and build long term resilience. 
 
– 
 
To make smart strategic decisions and drive faster growth B2Bs should analyse the marketing ecosystem. 
 
Here's a few examples of how that looks: 
 
Measuring how podcast appearances influence brand search volume. 
 
Measuring how LinkedIn campaigns targeting existing pipeline affects sales cycle length. 
 
Measuring how display campaigns influence direct traffic volume. 
 
Those are all leading indicators platforms and strategies are working.  
 
Even if you can't see direct conversions in GA or HubSpot. 
 
– 
 
Here's the cold reality: 
 
Analysing channels in isolation paints half a picture. 
 
Analysing marketing as an ecosystem makes the picture whole. 
 
Then you can make smarter strategic decisions. 
 
And, that's going to lead to faster, more sustainable growth. 
 
– 
 
P.S. Demand Gen marketers: what are the biggest attribution problems you encounter?

How do LinkedIn campaigns targeting existing pipeline affect sales cycle length?

How can analysing the marketing ecosystem lead to smarter strategic decisions?

How does reducing digital display or OOH impact brand search volume?

I love working with clients

But managing multiple projects isn't easy

Here are 7 account management tools I couldn't live without:

𝐀𝐬𝐚𝐧𝐚

Managing multiple projects without a project management tool? 
⮑ Recipe for failure

You need one to succeed.

I've tried them all. Asana's the best.

Perfect balance between simplicity & functionality.

𝐕𝐢𝐦𝐞𝐨/𝐋𝐨𝐨𝐦

Meaning and clarity are often lost in text-only comms.

The combo of screen-recording + video makes instructions super clear.

This saves loads of time and prevents many miscommunications.

𝐒𝐡𝐨𝐭𝐭𝐫

Scrappy, actionable reports are the best.

Shottr is a screen capture tool I use to build them.

The best features are:

→ Smooth free hand drawing
→ Highlighter
→ Pixelate/remove objects

𝐅𝐢𝐠𝐉𝐚𝐦

A picture says a thousand words.

FigJam is a game changer for quickly mapping funnels visually.

Whenever I share a visual funnel clients understand it instantly.

𝐀𝐩𝐩𝐥𝐞 𝐍𝐨𝐭𝐞𝐬

The OG organisation tool.

I mainly use it as a daily "scratch pad" for:

→ Quick calculations
→ Keeping track of requests
→ Jotting down campaign and copy ideas
→ High-level client and project notes

Combine with Shottr and FigJam for maximum results.

𝐆𝐨𝐧𝐠

Gong records all our client comms.

There are loads of great features. 

AI call summaries and action points is my favourite.

Makes writing follow up emails lightning fast.

𝐒𝐥𝐚𝐜𝐤

Emails still have their place.

But you can't beat Slack for getting shit done quickly.

I have a channel with most of my clients.

𝐓𝐋/𝐃𝐑

Use these 7 tools to make Account Management easier:

→ Asana - project management mastery
→ Vimeo/Loom - improve comms
→ Shottr - build scrappy actionable reports
→ FigJam - build easy-to-follow funnels
→ Apple Notes - your daily scratch pad
→ Gong - AI call summaries and action steps
→ Slack - fast comms for faster execution

What are your fav Account Management tools? 👇

I analysed 365 days of LinkedIn Ads performance data

Here's a mistake you didn't know you were making:

Launching the same offer to every target region

–

The data is clear:

Offer performance varies massively by region.

Example:

Offer 1
· 25 leads and $170 cost per lead (CPL) in Europe
· 9 leads and $1,000 CPL in North America

Offer 2
· 12 leads and $320 CPL in Europe
· 4 leads and $2,000 CPL in North America

Offer 3
· 35 leads and $456 CPL in Europe
· 30 leads and $550 CPL in North America

The first offer worked better for Europe.

Third worked best for North America.

Second was a dud for both.

–

Regional fluctuations are common.

But B2Bs still launch the same offer to multiple regions.

Despite that fact that it means they're:

· Paying more for leads
· Getting less qualified inbound
· Generating less pipeline

Here's a better approach:

· Scrap the 12 month all-region campaign plan
· Run multiple low-risk offer tests in your target regions
· Analyse offer performance region-by-region
· Scale offers that work at the regional, not global level.

You'll probably end up with different offers live in different regions.

And, that's absolutely fine.

It might not be as neat and tidy.

But it is way more effective for driving pipeline.

–

P.S. 

If you have robust tracking in place – repeat the process for MQLs, SQLs & closed/won.

P.P.S.

Running global B2B demand gen campaigns on LinkedIn?

Drop me a DM for a free ads audit.

I'll show you where you're leaking pipeline and how to fix it.

Marketers are forgetting what marketing is.

Common complaints I read from marketers on LinkedIn:

"𝐏𝐨𝐬𝐭𝐢𝐧𝐠 𝐚𝐛𝐨𝐮𝐭 𝐀𝐈 𝐢𝐬 𝐭𝐨𝐨 𝐨𝐛𝐯𝐢𝐨𝐮𝐬."

Capitalising on an in-demand topic that's gets a s*** load of reach?

That's good marketing.

"𝐓𝐢𝐫𝐞𝐝 𝐨𝐟 𝐜𝐫𝐞𝐚𝐭𝐨𝐫𝐬 𝐩𝐨𝐬𝐭𝐢𝐧𝐠 𝐚𝐛𝐨𝐮𝐭 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 𝐭𝐨𝐩𝐢𝐜 𝐝𝐚𝐢𝐥𝐲"

Becoming famous for a compelling POV that resonates with prospects?

That's good marketing.

"𝐑𝐞𝐩𝐮𝐫𝐩𝐨𝐬𝐢𝐧𝐠 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐢𝐬 𝐥𝐚𝐳𝐲"

Doubling down on content that generates leads and engagement?

That's good marketing.

"𝐇𝐨𝐨𝐤 𝐟𝐨𝐫𝐦𝐮𝐥𝐚𝐬 𝐚𝐫𝐞 𝐮𝐧𝐨𝐫𝐢𝐠𝐢𝐧𝐚𝐥"

Leveraging persuasive copywriting fundamentals to capture reader attention?

That's good marketing.

––

Great marketers serve the market.

That means:

· capitalising on trends
· adapting to market demand
· repeating a compelling message
· guiding content strategy with data
· using persuasion principles to drive sales

It might sound boring and unoriginal. 

But it is what works.

𝐇𝐞𝐫𝐞'𝐬 𝐭𝐡𝐞 𝐡𝐚𝐫𝐬𝐡 𝐫𝐞𝐚𝐥𝐢𝐭𝐲:

The market doesn't care about your ideals. 

It cares about having it's needs met.

You're in for a frustrating career if you don't embrace it.

–

P.S.

If you're ever disappointed with performance, ask yourself:

"Am I serving myself or the market?"

The answer will reveal the root of the problem.

How can marketers serve the market better?

What are some effective persuasion principles for driving sales?

How can persuasive copywriting capture reader attention?

I wasted 7 years in retail.

That’s what I used to think.

Now I realise it’s one of my biggest advantages.

It taught me:

* How to deliver reports
* The importance of KPIs
* Stakeholder management skills
* How to navigate tough personalities
* Products, pricing, placement and promo
* Where marketing fits into business strategy
* Strengths and limitations of marketing
* The power of branding on sales
* Getting s*** done quickly

I fell in love with marketing at 27.

Wished I’d found it sooner.

Now I feel grateful I didn’t.

I wouldn’t be half as good at marketing without that retail experience.

Bottom line:

It’s easy to dwell on “bad choices”.

But with a little reflection, you might find they weren’t as bad as you thought.

✌️

—

P.S. 

Who else has “regrets” that sparked growth?

What are the benefits of working in retail before transitioning to marketing?

How can reflection on past experiences lead to growth?

What are the key skills needed for a successful career in marketing?

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