If I had to start demand gen via paid media from scratch, I would do the following: 👉 Find one channel where your potential prospects hang out the most and that’s your paid distribution channel. 👉 Segment your ICP fit cold account book by persona level, run ads catering to the persona's use case to pique their interest. 👉Capture ad engagement and segment accounts by account level engagement. 👉Build a repository of ad touch points, that completely educate prospects inside and out about the product, across the accounts with multiple engagement levels. The list of ad touch points all put together is equivalent to the entire website content. Distribute ad touch points based on where they fit in across the funnel. 👉 Optimise campaigns for in-feed consumption. 👉 Meanwhile, try finding out buying triggers from the entire account book. Hyper segment the account book based on buying intent signals and run personalized campaigns to convert them. 👉 When you start noticing target accounts scheduling meetings through direct traffic, organic search, referrals, word of mouth or any other source, it's a sign that this approach is working out. Keep educating till your prospects convert. Simultaneously, look for account's buying intent trigger to convert them. This is what we do at RevenueHero. #demandgeneration #b2bmarketing #demandgen #paidmedia #saas
Pravien Raj
9mo
Vishnu Prashanth, this is a solid blueprint for starting demand gen with paid media. Zeroing in on where prospects congregate and tailoring content to their journey not only sharpens the focus but also enhances the relevance of each touchpoint. It's a strategic blend of education and intent-based marketing that can really drive conversions. Thanks for sharing these insights!
WinSavvy
9mo
Solid strategy for starting demand gen via paid media! Focusing on where your prospects hang out and tailoring ads to their specific use cases is key. Also, the emphasis on segmenting engagement and optimizing for in-feed consumption is spot-on. It's a smart approach to mirror the educational depth of your website within your ads, ensuring prospects are well-informed at every stage. Love the idea of using buying triggers for hyper-segmentation. It’s strategies like these that can really move the needle. Curious to know, has anyone tried a similar approach and seen positive results? Would love to hear about your experiences!
Co-Founder and CEO at Factors.AI | Marketing Attribution & Ads Optimization | Drive 25% increase in LinkedIn Ads RoI with Factors.ai
9moClean summary. Repository of Ad touch points is really good first party data. Mapping the buyer journey and setting alerts or even automation for key events, helps to drive triggers at the moment of intent to buy from the prospect.