We all agree: Traditional GTM playbooks do need to be rewritten – and so do paid social playbooks that need to generate inbound demand and pipeline. In this webinar, Tim shares his expertise on how a modern paid social for inbound demand should look like in 2024. Enjoy!
0:00
Willkommen an heute's Webinar an, wie wir uns eine modernen Social- und Landeng
0:04
en bilden.
0:05
Ich bin sehr leid, weil ich natürlich die Zeit für die erste Zeit für den
0:09
Juli backen,
0:10
im Juli bis zum Pavilion-Go-to-Market-Event in London, und ich war der
0:14
Marketingstream und
0:16
erinnere die meisten Phänomenal-Präsentationen. Ich storkt ihn auf die Seite.
0:21
Ich sagte,
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hätt ich nicht mehr einen Moment, das nicht mehr geht. Das sind alle die
0:24
anderen Leute, die uns diese Content haben.
0:26
Wie geht es dir an? Was soll ich für die Webinar abnehmen? So, als Mal zu viel
0:31
nachgeben.
0:32
Ich glaube, ich bin sehr gut, dass es eigentlich ist. Ich bin ein wenig stolz.
0:36
Ich bin ein bisschen stolz.
0:37
Ich bin nicht stolz. Du bist ein bisschen stolz.
0:39
In meinem anderen Welt, ich glaube, ich bin in der VR.
0:43
Und ich habe nur das Team zu tun, als ein präsenter für uns, das am Ende des
0:47
Jahres.
0:48
Ein bisschen auf dem Team. Team run's eine agency in Deutschland,叫 Joyo-Bah.
0:54
Sie haben über 100 B2B-Saskarance. Und die mainfokus ist, ist wirklich auf der
1:00
LinkedIn-Abititung.
1:01
So, Team Ashley ist der größte Abitur, die LinkedIn über die Dachregion.
1:06
Nicht nur das, aber er hat einfach einen Jahr in der Anniversität celebriert,
1:10
mit dem Podcast,
1:12
der Marketing-Real Talk, die ich glaube, schon seit über 60en episodes, und
1:17
jetzt auch die größte Tech-Podcast in Dach, auch.
1:21
Sadly, wir können nur nur ein paar zwei Anwesungen finden, weil es in
1:24
Deutschland der Rest.
1:26
Ich muss mich über die Gewinnung an meine Gewinnung und wir versuchen, die die
1:30
durch ein sortieres AI-Genius-Signal zu verholen.
1:33
Aber Team, ich werde alle mit uns mit uns sprechen, für uns im nächsten hal
1:37
ben Jahr.
1:38
Und wir werden viel Zeit für Q&A nehmen.
1:40
So, bitte sagen eure Fragen in den Chat, oder sieben uns im Endeffekt, aber wir
1:44
werden uns sicherlich viele as möglich.
1:47
Und dann kommen wir auf dem Endeffekt.
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Und auch, ich habe gesagt, weil du gesagt hast, so viele gute Dinge, die du
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auch noch eine der besten Hosen, wenn ich einen Keynote hatte, auf den Konferen
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zen.
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Das war eine sehr spartige Übste, sehr froh, zu einem ganz leidenden Community
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zu verholen.
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Ich habe mich in einem anderen Mann mit einem Mann aufgeladen, und ich glaube,
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es ist ein sehr interessanter Job, weil es so viel geändert wird in den
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letzten Jahren.
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Ich bin sehr leid, um mich zu verholen.
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Ich glaube, es war eine Frage.
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Ja, okay, cool.
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Ich würde auch für dich auch die Fragen in den Chat und auch die Fragen, weil
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wir eine Menge Zeit in den Nachrichten an uns zu kommen zu.
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suche, die Wiederheit, ja, ich say, einwedelt werden wir es zurück.
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Wie kann es bilden, wie an公en aspectsoperrieren?
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Dann starten wir die Aform zum Recrebe-Decennon mit dem Mall.
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Wir haben schon hunderten Zeit gesehen,
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aber an dem beginningen ich mit der Aufmerksamkeit.
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Ich finde, es ist wichtig,
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dass wir einen große Crash, der das Ende 2021 startet.
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Das erste Problem war, dass wir 40 % der Nacht übernimmt,
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dass dann von vielen anderen Gaben,
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und eigentlich schadden alle alle die Anwesenden zu den Markenplatz.
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Und es also meint, dass wir einen komplett neu Realität haben,
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dass wir jetzt mitklappern.
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Die Kampagne waren im Bereich des KPI-Fans im Bereich des Kampiers, auch mit
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verschiedenen Möglichkeiten,
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und das nicht nur kreatiert ein Gewalt für Investoren und Founders,
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aber auch für die Markenplatzverordnung.
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Und vorhin haben wir alle den Anlass, der auf der Art des Kostkulturen angeb
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oten hat,
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die in dem Grunde der Haltungs- und Haltungsveränderungen haben,
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wir haben mehr Gute.
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Und mehr Specifically, das war die Brake verbrücken.
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Die Kampagne zu mehr Grot, wir haben mehr Kostemas, wir haben mehr Kostemas,
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wir haben mehr Gears,
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und wir haben mehr Gears, wir haben mehr Gears, wir haben mehr Gears.
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Das ist sehr straightforward.
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Und am Ende des Tages, das ganze mindset des "Gerning" und mehr und mehr das
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Volumen-Game,
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war das als, als es besser ist, in order zu mehr Groten, wir haben mehr SDRs.
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In order zu mehr Groten, mehr Gears, wir haben mehr Dauer auf den Plattformen.
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Und die Anlass, dieses Spiel, das zu enttäuscht,
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weil wir einen mehr Spezifik-View von Kostemas, die vorhin nicht so viel fokuss
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iert haben.
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Du kannst auch immer noch einmal das Video sehen, das war ein Zeichen, die wir
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im Spiel zu verbrücken.
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Ich glaube, das Problem mit dem Predictable Revenue-Book ist,
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dass es nicht mehr kalt ist, aber es ist mehr kalt ist.
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Die Welt hat so viel geändert. Es war im 2011 geleitet.
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So viele Dinge, die Marketing- und Projekte sind so anders.
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Das heißt, wir können nicht einfach den Koppeln und den Salesforce-Fest in
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order zu gehen zu diesem Schauspiel-Mot.
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Wir müssen uns noch mal mal sehen.
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Und von der Buch, was das am Spielzeit-Festel anbieten,
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war es zu koppigen oder traditionelle Social-Approaches.
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Du kannst alle sehen, die Leute zu tun haben, die die Konten-Pieße zu tun
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haben.
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Und in dem Notschel, das ist ein Konten-Pieße.
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Du dann auf den Linken aufkommen, zu collecten Kontext-Informationen,
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so dass SDRs in die Kommentare erfolgen können, und dann die Buch-Demo.
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Sehr schön, sehr schnell zu verholfen, und das Thema, ich glaube, war,
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enttänigt sich ein guter Teil. Zuerst generiert es, wie es mir das als
5:48
möglich ist.
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Aber der Problem ist, dass die Windrates von Lied zu Klaus 1 zu klein waren,
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sehr schnell.
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Wir haben noch mehr than 100 Btsass-Konten, nicht die Eta-Konten, sondern die
6:00
CRM.
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Wir sehen, dass das Spielbock, die Konten-Pieße, die Konten-Rate, war zwar 1%,
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und auch 1, als 0.3%, 0.5%, die Klaus ist nicht der Stainer.
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Wir sehen, dass in 2018 und 2024 die Klaus von Sales-Kompensation und Klaus von
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Lieds
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die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein
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waren, und die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu
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klein waren,
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die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein
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waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein
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waren,
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und das Thema, die Klaus 1 zu klein waren, die Klaus 1 zu klein waren,
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arrangements, which was the B2B buying and its behavior.
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and I've just collected a couple of statistics for you here.
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And I think all of them kind of sum up and agree that we
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people we humans prefer to do our own research we have so much free information
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on the internet
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available that we want to go out there and check out different tools ourselves
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to our own
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research, analyze it and only when we've decided to go into a process with a
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company
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then we want to talk to sales.
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So what's changed is that in most situations actually we already decide that we
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want to buy
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a product and then only we talk to sales while a couple of years ago or even
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ten years
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ago it was more that you talk to sales in order to get information.
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Now we don't talk to sales to get information, we collect the information
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ourselves.
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So that has also led to a disbalance of the asymmetry of knowledge.
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If you look at thirty years ago buyers had very little knowledge because no
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information
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was online on the internet.
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So we had to go and talk to sales in order to get that information.
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That's changed drastically.
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Today we have everything online on websites.
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So that means in also a lot of cases buyers since they're so focused on the
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product and
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on the use case they want to solve in some cases even are more knowledgeable
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than sellers
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which creates a completely new reality.
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So that means of course that the job at hand for salespeople has become much
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harder
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too.
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But also it means that us marketers need to do a better job of providing all
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the information
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that B2B buyers need that they can access openly on the internet before they
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actually decide
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to talk to sales.
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So that also means that our job has become much more complex.
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And if we now put all of this together that changed in the market, right, the
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playbooks
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that have become so inefficient, the new reality of the buyer behavior, then I
9:08
'm asking
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myself why are we still getting content that our buyers want to consume?
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Why are we still in most cases hiding our pricing on our pricing page?
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Right?
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It's even called a pricing page but you don't get the price which is kind of
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funny in
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a way.
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Why are we still creating the same boring white paper content with no
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innovation whatsoever?
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Why are we still pushing back buyers to talk to sales when they're not ready?
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Why are we always pushing them into the funnel even if they don't want to?
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And why are we simply not making an effort to educate our buyers before they
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book the
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demo?
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And I think we have to agree and come to the realization that we are not living
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in a
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cellarlet world anymore but we're now living in a biolate economy.
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So we must understand that buyers, they want to be in control, they want to
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decide
10:05
what to do, where to do it and also when to do it.
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So we need to ask ourselves, okay, what can we do in order to serve this new
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world that
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we live in, to serve our buyers more?
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And what you can see here is how the playbooks of paid social actually changed,
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okay?
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On the left you can see the traditional approach that I've just shown you, for
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example, and
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on the right you can see the new approach that works much better.
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And I think executing on this shift is highly important if you actually want to
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make paid
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social work, if you actually want to create paid, so turn paid social into a
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channel that's
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accountable for real pipeline and revenue impact.
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Because back then the philosophy was that paid socialists a channel for leads,
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right?
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Which is not really the case because LinkedIn is a demand creation platform.
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You reach new people, new customers, you can start a conversation with them,
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you can start
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building relationships with them.
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It's not a channel where you capture leads, that's Google.
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So I think it's important to adopt the philosophy that paid social, say, plays
11:19
that gives you
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the ability to communicate with your ICP in the best possible way.
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So the objective should move away from generating leads and towards actually
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educating our
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buyers so that we as a brand become top of mind once they're ready to buy.
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We should then also move away from expecting immediate return on investment on
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demand creation
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and paid social channels and towards seeing LinkedIn and paid social as a
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guaranteed delivery
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of my content to my ICP.
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Which is exactly what it is and that's a great way because especially LinkedIn
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has the
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best possible targeting for B2B you could ever have.
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And also then target KPIs should change.
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Not leads or contact information but towards engagement.
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How much is our content actually resonating in the first place and then you
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have different
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KPIs where you should focus on actual pipeline and revenue impact.
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And then the content itself should not be gated all the time, not shallow and
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used as a
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bait which is what companies used to do all the time.
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You know those papers where it says the five trends for social media 2025 or
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five top
12:32
secrets for blah blah blah.
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We all know those kind of papers and it should move away from gating everything
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to
12:40
ungating more people because now we humans actually prefer zero click content
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on LinkedIn.
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We want to have the value of your message of your creative immediately.
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And we don't want to fill out any forms.
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So the content should primarily be ungated.
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You can still have special content pieces that are gated but then they must be
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true
13:01
high value pieces and they should be focusing on actual education and should be
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engaging.
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So how does this look in pictures or videos?
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What's the actual difference?
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On the left you can see the old approach which is all gated content.
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If you look at the ad you have no new information.
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There's no value in the ad itself whereas on the right side you can see that
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just by consuming
13:24
the ad, it's more videos, three out of four videos you actually already get
13:30
value without
13:31
needing to click on anything.
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And by the way it's also 100 times or even more efficient because the CPLs on
13:40
13:40
as you all know, they're pretty high.
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They're like 5 to 20 euros sometimes.
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Whereas if you have someone that watches your video, one video of you could
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cost you maybe
13:53
one euro or maybe I've actually seen even some sense in some cases.
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So it's just way more efficient too.
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And I would also argue that if you have someone that watches a whole video of
14:05
you, for example
14:06
here on the right, like explaining specifically what your software does for
14:11
like three minutes,
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way more valuable than someone downloading a white paper or a ebook.
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So what are the new beliefs that you must adopt in your company, in your
14:22
organization?
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First one is that buyers have the power today and that we must serve them.
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The second one should be that initiatives must drive pipeline and revenue and
14:33
not leads.
14:35
It's always funny to me.
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I've actually just had a call. I think that was last week with a founder that
14:42
told me that
14:45
marketing, hit their numbers, they collected all the leads in a month, but
14:51
sales didn't.
14:52
And I'm like, how is that possible?
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That one of the departments is hitting numbers, especially marketing, but sales
14:59
is not hitting
14:59
targets.
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And that's especially what happens in a lot of cases is if marketing is
15:04
responsible for
15:05
just collecting leads instead of driving actual pipeline.
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It's a whole different approach to marketing if you just change the KPIs.
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Third one is the bio-striene is not linear anymore and also dark social places
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like podcasts,
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also organic social posts, Slack communities, like the pavilion community for
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example.
15:25
I mean, you all know how much recommendation is done in the community itself.
15:30
There's so many people asking for tools or maybe partners or agencies or
15:34
whatever trying
15:35
to get advice and nothing of that can be tracked by attribution tools.
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However, they're probably in most cases the most relevant touchpoints.
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So that's a principle that we need to understand and it's especially important
15:48
if you want
15:48
to scale-pate social because most of the education happens with zero click
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content today,
15:54
which is nothing that you could ever track.
15:57
Right?
15:58
So you need to implement hybrid attribution models by also incorporating self-
16:04
reported
16:04
attribution for example.
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That's also principle number four.
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Tribution is flawed.
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Hybrid attribution is the best approach as I just said.
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And the last principle, you must focus on not pushing people into a funnel and
16:16
collecting
16:17
leads or contact information but rather to go into the conversation with your
16:22
buyers
16:22
to truly educate them in order to create demand and then generate pipeline.
16:30
All right.
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I think most of you also know that in any given moment only like 5% of your
16:37
audience
16:37
is ready to buy today.
16:39
So since we know LinkedIn and paid socialist demand creation platform, the goal
16:46
should
16:46
be that once your buyers become ready to buy and go into that 5% bucket, your
16:53
brand and
16:53
your company is top of mind.
16:57
And how do you do that?
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Well, I think the best case is that you already start answering the questions
17:03
your buyers
17:03
have before they're ready to buy so that you already provide value on the way
17:09
to becoming
17:10
ready to buy buyers so that when they're ready to buy they're like, "Oh, your
17:14
brand
17:14
that has helped so much already in my challenges that I've had so far, of
17:19
course I'm going
17:19
to check them out."
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And we always like to think in these 5 questions that can serve as guiding
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question.
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What's the very first thing that you need to answer to someone that's
17:32
completely problem
17:33
unaware for example in the very first place?
17:36
It's usually, why do we even need to change something, right?
17:40
So why change should be the first thing that you create content about, then why
17:44
change
17:44
something now, then what solution without focusing on your product, just the
17:50
kind of category
17:51
you're in, then how to change and then the last question only is why you, why
17:56
are you the
17:56
best provider?
17:58
And if you've answered all the questions before already, then chances are super
18:02
high of course
18:03
that they will select you as the best option of course.
18:11
All right, so how can we actually be top of mind once a buyer becomes ready to
18:19
buy?
18:20
If we now know the questions that we should be answering on or to get there,
18:24
well, I think
18:25
it all starts with having a very structured creative strategy flywheel and
18:32
approach.
18:33
Search consolidation, messaging definition, then production and initial tests
18:37
and then
18:38
iteration optimization and start all over again.
18:41
And that's super important because research means that you don't need to spend
18:46
and waste
18:47
hundreds of thousands of dollars in order to constantly a B test until you at
18:52
some point
18:52
eventually get to a creative or a messaging that works.
18:58
You can save that money by doing proper research work.
19:02
That means talk to your customers, check out all of your review tools like G2,
19:08
Capetera
19:09
in Germany.
19:10
We have OEMR reviews, you know, review platforms or directories also called
19:14
where you get
19:15
a lot of comments about your product.
19:17
Also read the reviews from your competitors.
19:20
Then also read all of the social media comments that you get.
19:24
Then also talk to your sales team, your customer success team to really get all
19:27
the information
19:28
that you could get by actual people and then consolidate into one creative
19:34
strategy working
19:35
document.
19:37
What you can see here is what we use with our clients where we essentially
19:40
combine all
19:41
the research that will then lead to forming hypothesis that will then also have
19:47
the learnings
19:48
after we've tested the hypothesis.
19:51
So you have research from the research that you look at, you analyze it, you
19:55
then form
19:55
hypothesis, okay, so maybe this angle with this ICP should work.
19:59
Then you test it, then you document the learnings on it, and then from the
20:05
learnings you form
20:06
new hypothesis and then you go into research again.
20:09
So it's this constant flywheel that you should be working with.
20:14
And that's also a place where you actually document all of your learnings on
20:17
paid social
20:17
because especially if you're at a place where you're spending six figure
20:21
budgets on
20:22
LinkedIn, for example, per month, you need to work very granularly, you need to
20:26
document
20:27
basically everything so that you can work in a systematic way.
20:32
Otherwise it's just a huge mess.
20:37
Okay, now you know what to start with first, create a strategy flywheel.
20:45
How should you actually create your different ads?
20:49
And what we like to do is have three very specific content pillars.
20:54
You have thought leadership that's usually very top funnel, so why change
20:58
something, you
20:59
know, it's very visionary content that you should be pushing out.
21:05
I think it's a great way to work with founders and sea levels to post organic
21:09
content here
21:10
and use thought leader ads, for example, and push them with budget to do keynot
21:14
es and
21:14
webinars use that content, you know, you have different kinds of options here,
21:21
also industry
21:21
reports that are based on actual research.
21:25
That's really, really valuable too.
21:28
And then in the middle, the next one would be product marketing because what's
21:32
important
21:33
on paid social is there's a lot of companies that are really good in creating
21:40
high attention
21:42
and thought leadership kind of style content.
21:45
And then if you ask someone, hey, do you know that brand and people are like,
21:48
yes, I know
21:48
that brand.
21:50
And then if you ask him, okay, so what do they actually do?
21:52
What's their differentiated point of view?
21:54
How are they different to others?
21:56
They have no clue.
21:57
And that's where your product marketing content comes in.
22:00
Product marketing content and also paid ad content actually builds the bridge
22:06
between
22:06
top fellow thought leadership awareness kind of ads until capture ads.
22:12
Yeah, so it's the middle part that's super important.
22:16
And I think it's a great way, especially also in re-targeting, to give product
22:20
tours,
22:20
create an ad where you go, check out the product yourself, how you actually use
22:24
the product,
22:25
show specific capabilities, maybe show different use cases in different videos,
22:30
loom
22:30
videos where great for this show problem solution ads before, after free tools,
22:36
product let shows are great where I'm going to show you different examples
22:40
later.
22:41
And then at the end, I think you should also always have a content pillar
22:44
focusing on
22:45
social proof.
22:46
So incorporate some customer quotes, of course case studies, use third party
22:51
directories
22:52
and all the comments that you get there and customer interviews, all those
22:58
things.
22:58
So what's a cool process?
22:59
I've actually brought you today the exact SOP that we use here at your Yaba.
23:05
We sing a day with our clients so you can basically just steal it.
23:10
And of course, if you need the presentation afterwards, I can send you the
23:14
slides.
23:14
So how does the process look like?
23:16
So you pick a subject matter expert in your company.
23:18
It could be your founder, sea level or someone else that super knowledgeable
23:22
about the product,
23:23
about the market, the pain points, and is good in front of the camera.
23:28
So what you do then is basically you interview that person for, let's say, 60
23:33
minutes.
23:33
You do the preparation, the research, you ask exactly the questions following
23:38
the five
23:38
guiding questions, broken down into more specific questions that your customers
23:42
would ask.
23:45
So for example, if you're a tool that provides a headless content management
23:51
system, you
23:52
should be answering the question, why change from, let's say, WordPress, or
23:56
similar old alternatives
23:58
into a new, more modern platform?
24:02
And then you have your subject matter expert answer these questions in a very
24:05
natural way.
24:06
Just like I'm sitting here, it looks like a podcast setup.
24:09
It actually is our podcast studio, a little bit transformed today.
24:14
And you just answer those questions and your subject matter expert will answer
24:18
them in
24:18
the most natural way, just like it looks like you're having a coffee chat, okay
24:24
And then what you do is you have that 60 minute interview and you cut out
24:27
single parts,
24:28
single video snippets, that could be a single video ad.
24:33
And what you end up with is with a lot of different ads where someone just
24:37
explains
24:37
something, you know, as you can see, it's truly educational content.
24:42
This is not clickbait, this is a true subject matter expert actually answering
24:48
questions
24:49
that your customers have.
24:53
And if you have that content, you can then use it and scale it on LinkedIn so
25:00
that you
25:00
can actually educate your ICP in LinkedIn feeds without them having to click at
25:07
scale.
25:07
And that's amazing.
25:08
And that works.
25:10
Tim, do you have any actual examples on LinkedIn that we can share afterwards
25:14
if people
25:15
can go and check out some of these videos for inspiration?
25:17
Yeah, 100%.
25:18
Actually, I'm also going to be sharing some examples right now.
25:22
Fantastic.
25:23
Yeah.
25:24
Cool.
25:28
The coolest thing about this is if you have the subject matter expert in your
25:32
company actually
25:33
sitting there in this interview and if the content is really good, they will
25:38
also like
25:39
to post that content on the Organics social channels.
25:42
So we, for example, work with HRS, which is a company that has a software for
25:48
the global
25:49
hotel kind of niche.
25:52
Maybe you know it's a German company.
25:55
And the CEO of HRS posted that content also on his LinkedIn profile, which we
26:00
could then
26:00
also use in thought-leaders ads, as you can see here.
26:05
So the CEO of a big company is sitting down naturally having a conversation.
26:09
It looks like a podcast studio talking about the very specific questions that
26:13
your customers
26:14
have.
26:17
So this is a great way to also push founder-led content on thought-leaders ads,
26:22
which basically,
26:24
yeah.
26:25
Like if you look at the KPI benchmarks on thought-leaders ads, they're like 10
26:29
times better than normal
26:31
ads because people like to consume other people's content more than other logos
26:37
, you know,
26:38
from companies.
26:39
People trust people more than logos.
26:41
I think we know that saying.
26:42
So yeah, it works.
26:46
And then there's also business credit collaborations.
26:48
I'm not sure if someone from Cochancem is here, but maybe you've seen in the
26:54
last days
26:55
in the last week Cochancem has released their CMO volume 2 book and they've
27:00
approached a
27:01
lot of business credit on LinkedIn.
27:03
They also asked me to do a post about it.
27:05
So they sent out the book earlier and everybody posted on it that have a lot of
27:09
reach on LinkedIn.
27:11
And that of course has massive effect because you're reaching so many people
27:16
and also what
27:16
they now do is they use the best posts and push them into their thought-leaders
27:22
So what you can do is you can use content from actual business creditors,
27:26
whether promote
27:26
your product, your software, and you can put your own budget behind it and you
27:33
can also
27:33
then put your own targeting behind it.
27:37
Because if someone posts on their account, they will reach their own network,
27:40
right?
27:40
And if you actually use thought-leaders ads, you can choose your own targeting
27:44
that you
27:44
want people, which people to see that specific content, which is really
27:48
powerful.
27:49
That's a new feature that has only been introduced like I think a year ago or
27:53
half a year ago.
27:58
Cool.
28:01
Next up is industry reports.
28:03
Remember where I said that you should be primarily ungating content and I think
28:09
that's
28:10
very important that you do that.
28:12
And if you primarily ungate content, if people are like, wow, that kind of
28:16
content piece
28:17
is ungated, I didn't have to fill out anything.
28:20
That's great.
28:21
That's what you want to have.
28:23
If you then on top of that, add a content piece, that's like a big rock kind of
28:28
content
28:28
piece where someone has spent a lot of time, has done a lot of research, maybe
28:34
even including
28:34
customer interviews, maybe even evaluating internal product data into it.
28:40
Then that's a special piece of content that people love to give their data for.
28:44
But it also must be something very premium.
28:49
So I've just given you the example of Cognizm, Gong also did this, the state of
28:53
sales leadership
28:53
2024 where they interviewed a lot of sales leaders.
28:57
LinkedIn has also released this year a big buyer study and those kind of pieces
29:02
that
29:02
are well researched, they can be gated.
29:08
Another thing that's really great that you can do on paid social are product
29:12
let shows.
29:14
So the things that I've showed you now are more into the thought leadership
29:18
type of
29:19
content pillar.
29:21
But product let shows are amazing to actually show how your product differenti
29:25
ates from
29:25
other products.
29:27
And what Zoom info has done in Henry Schuch from Zoom info the founder, they
29:31
created
29:32
a show that's called the sales showdown where two of their top account
29:39
executives kind
29:39
of rally against each other.
29:41
One of them has access to the Zoom info product and the other one doesn't.
29:45
And then they show they have both 15 minutes time to prepare for a sales
29:50
meeting.
29:51
And then they kind of document how each of the account executives prepare and
29:55
what the
29:55
exact difference is with and without the product and how the different outcome
29:59
looks
29:59
like.
30:00
Super cool, probably the best product marketing content I've ever seen.
30:04
And that of course, if the CEO posts it like Henry Schuch did here 100% they
30:09
also push
30:10
this post with a lot of budget into all of their target accounts.
30:16
So if you do all this, then you're able to educate your target audience and
30:20
your ICPs
30:21
at scale, which creates real demand.
30:23
It actually also makes them move into the ready to buy area more quickly.
30:29
If you answer them their questions because then they will be able to move
30:33
forward in their
30:33
lives and their professional lives faster.
30:37
So you should be focusing on answering all the questions that your ICPs have
30:41
from being
30:41
completely problem unaware up until to where can I sign, you know.
30:46
And that's a true power that you have.
30:49
Another thing that I would recommend is that you should aim for low ad but high
30:54
logo
30:55
frequency.
30:56
What do I mean by that?
30:57
I see a lot of add accounts spending a lot of budget every single month but
31:01
they don't
31:01
have a lot of different creatives.
31:04
So they spend a lot of budget onto a single creative but if I see the same ad
31:08
creative,
31:09
let's say five times a day, I don't even look at it anymore and I'm bored and I
31:12
'm even
31:12
frustrated a little bit.
31:14
But if I see the same company five or ten times a day with different ad creat
31:20
ives, then
31:21
it's interesting.
31:22
It's like, okay, here's another way, a different way of saying this, that's
31:25
cool, you
31:25
know.
31:26
So you should always aim for high logo frequency but low ad frequency.
31:30
And that of course means you need to diversify your ad creatives and formats.
31:33
It also means you need to invest more money into the actual content and the
31:37
creative production
31:39
instead of pushing everything into media spend.
31:43
Hey, and to finish off my presentation here, I've also brought you a couple of
31:50
ad breakdowns.
31:51
People always somehow love these.
31:54
So I wanted to give you and inspire you with a couple of ideas also for single
31:58
image ads.
31:59
We've now looked at the different video ads that you could use.
32:02
How do image ads look like that actually create demand?
32:06
Well, we love using visual metaphors.
32:09
Maybe you know the company Urban Sports Club in Germany.
32:12
It's similar to Jim Pass in the UK and they're grown up already.
32:18
They're quite big.
32:20
And what you can see here is that we immediately catch the attention by using a
32:25
very visual
32:26
metaphor and it says employees with sporty goals, basically the smartest
32:32
company invest.
32:35
Then we like to use also the comparison maker, yeah, or also the width or
32:40
without ad, which
32:41
is super powerful because it shows in a visual way the difference between using
32:47
a tool
32:48
and not using a tool.
32:50
And on the right side, it also then on the bottom specifically explains the
32:55
value proposition.
32:57
Respond faster to machine breakdowns and cut MTTR up to 20%.
33:02
And also the headlines specifically states the topic.
33:07
So how long it takes to resume production, which is something that the ICP of
33:11
worker base
33:14
of course thinks about all the time.
33:17
And we have an ad here, which is called, I like to call it the pain agitator.
33:22
So work motion is a tool.
33:24
It's the market leader in actually in in in in duck for for your employee of
33:29
records,
33:29
something like deal and remote to two.
33:32
And what we've done for them is that we kind of showcase exactly the pain that
33:37
you have
33:38
as a company if you only look for talents remotely.
33:41
So we use that glass and then says, okay, nobody, it's like a Sahara that you
33:44
can see
33:45
here.
33:47
And then of course a cool call to action button time for global hiring strategy
33:52
instead
33:52
of book a demo now.
33:54
Book a demo now is everybody does it.
33:56
It's boring.
33:57
I think it's better to specifically write the next step an outcome.
34:02
Then we have different ad, which is called the value prop ad because it doesn't
34:06
have anything
34:07
on the ad.
34:08
There's no infographic.
34:10
There's no image.
34:11
It's basically only one very specific bold copy.
34:17
It's a claim that stays in your head from high to higher in under 25 days,
34:23
which is a recruiting
34:24
platform.
34:26
And we wanted people to associate this very specific value proposition with the
34:32
brand
34:32
in stuff.
34:35
And then there's the organic, the organic is an ad that looks like that looks
34:40
organically
34:41
like being in your favorite tool.
34:43
And here we use the look of stack overflow, which is a developer platform so
34:49
that we created
34:50
a very familiar context for developers.
34:54
What also works really greatly is for example using WhatsApp chats, Slack chats
34:59
, especially
34:59
for testimonials or even using a LinkedIn post, organic post into an ad that
35:05
can work
35:06
great.
35:08
And then we have the education bomb, which is amazing because this is a
35:13
document ad where
35:14
you can actually tell a cool story.
35:16
You have six or in this case actually seven pages where you can teach something
35:21
to somebody
35:23
and they can also be interactive about it because they need to click on the
35:28
button to
35:28
see the next slide.
35:30
And then at the end you can sell a demo because of they've read seven pages,
35:35
then the
35:36
chances are high that they will actually book a demo.
35:40
So to finish off my part here, I just want to ask you one final question or do
35:48
one final
35:49
statement because I think scaling paid media without creative strategy is like
35:55
keynote
35:56
on marketing without any data.
36:00
It's negligent.
36:02
So next time you go into your paid social meetings, I hope that you think about
36:09
this because
36:10
it will truly transform your results that you can get with paid social and your
36:15
demand
36:15
engine there.