When done right, paid spend is like throwing gasoline on the flames of what’s working in your marketing. Done wrong – it’s just a huge waste of time and money.
In this episode, Dave Gerhardt hosts an live session with John Short, CEO of Compound Growth Marketing (CGM), and Kym Parker, SVP of Media Strategy at CGM, who walk through tried and true strategies they’ve built from managing over $50 million in paid spend.
They also cover:
- How to choose which strategy is best for you and exactly how to target the right ICP
- The three keys to successful paid media, like setting up actionable reporting
- How to identify how much you can spend for leads/account at each stage of the sales and marketing funnel
Timestamps
- (00:00) - - Intro to John and Kym
- (08:09) - - Choosing the Perfect Paid Media Strategy
- (12:37) - - The $100 CPL Myth
- (16:12) - - Three Keys to Successful Paid Media
- (18:50) - - Qualification Is Critical in ABM Success
- (20:28) - - How You Should Think About Bidding Algorithms
- (23:12) - - Prospect Experience: The Campaign Funnel
- (24:52) - - Using a Multi-Channel Approach
- (29:42) - - Mid-Intent Funnel Examples
- (33:14) - - Executing on a Paid Acquisition Strategy
- (39:23) - - Tailoring Your Messaging for Buying Committee Engagement
- (43:57) - - Balancing Funnel Strategies
- (46:38) - - Justifying Higher Costs
- (50:53) - - Channel Testing and Target Comparison
- (52:18) - - How to Master Paid Media in Enterprise Marketing
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
Brought to you by:
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
Consensus - An AI-powered interactive demo platform that lets you put personalized, self-serve demos on your site to turn anonymous researchers into high-intent leads. Learn more at goconsensus.com/exitfive.
Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.
Convertr - The enterprise lead data management platform that sits between your lead sources and your CRM, automatically validating, enriching, and standardizing every lead before it touches your systems. Check them out at convertr.io/exitfive.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
