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Tim Rath 36 min

YOYABA x Pavilion Webinar 2024 - How to Build a Modern Paid Social Inbound Demand Engine


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,

0:22

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.

1:52

Und auch, ich habe gesagt, weil du gesagt hast, so viele gute Dinge, die du

1:57

auch noch eine der besten Hosen, wenn ich einen Keynote hatte, auf den Konferen

2:03

zen.

2:04

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.

2:36

suche, die Wiederheit, ja, ich say, einwedelt werden wir es zurück.

2:43

Wie kann es bilden, wie an公en aspectsoperrieren?

2:47

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,

3:19

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.

4:19

In order zu mehr Groten, mehr Gears, wir haben mehr Dauer auf den Plattformen.

4:23

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.

4:58

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.

5:15

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.

5:39

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.

5:49

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

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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

6:39

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

8:35

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

9:09

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

9:24

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

9:44

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

9:54

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

10:14

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,

10:26

okay?

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On the left you can see the traditional approach that I've just shown you, for

10:31

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?

10:57

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

11:19

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

11:28

educating our

11:29

buyers so that we as a brand become top of mind once they're ready to buy.

11:35

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

11:55

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

12:12

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

12:40

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

13:07

engaging.

13:08

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.

13:16

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

13:23

just by consuming

13:24

the ad, it's more videos, three out of four videos you actually already get

13:30

value without

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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

LinkedIn

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

13:52

cost you maybe

13:53

one euro or maybe I've actually seen even some sense in some cases.

13:58

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,

14:12

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?

14:23

First one is that buyers have the power today and that we must serve them.

14:28

The second one should be that initiatives must drive pipeline and revenue and

14:33

not leads.

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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.

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And I'm like, how is that possible?

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That one of the departments is hitting numbers, especially marketing, but sales

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is not hitting

14:59

targets.

15:00

And that's especially what happens in a lot of cases is if marketing is

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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.

15:13

Third one is the bio-striene is not linear anymore and also dark social places

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like podcasts,

15:20

also organic social posts, Slack communities, like the pavilion community for

15:25

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

15:53

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

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to truly educate them in order to create demand and then generate pipeline.

16:30

All right.

16:32

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.

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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?

16:58

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."

17:22

And we always like to think in these 5 questions that can serve as guiding

17:27

question.

17:28

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.