GoEnvy.io

ABM will bring us sales, let's do ABM!!!!

But it won't. Not always, not in all circumstances.

Because ABM has been here for ages. Nothing new, nothing revolutionary.

Because ABM will bring you nothing if you don't have brand awareness.

Because ABM ain't cheap, and takes a lot of research & thorough planning to actually work.

👉 And that's what Envy's Billy Cina discussed with Pe'era Feldman discussed in the video below.

Your campaigns today need more assets than ever. Here's why:

🤝 People need more touch points before engaging with your company. A single ad for a single ebook simply won't do to convert to an Opportunity.

🔍 They do a thorough research before investing any $$$. You wouldn't buy from a company with a random and not kept up-to-date website either.

⏰ B2B sales take time. How do you keep your leads nurtured during their cycle, if not with valuable content?

Plan full funnel for better results: https://hubs.ly/Q02Lf5Y90

Name one company who's yet to advertise their ebook to get people's contacts. But what if we told you ungating your content can actually bring in better quality leads? 🤨 Here's why:

You see an ad for an ebook. You don't know the company, but the topic sounds interesting and relevant to what you do.

You want to see the content of that ebook. Sure, you'll leave your email. Nobody cares.

But wait... it doesn't automatically mean you want to engage with the company further, or are ready to buy from them????

Well, duh. That's why we ungate our content. Offer valuable insights for free, no strings attached. We educate. We entertain. People stick around. And when they're ready to buy, they buy.

There are smarter ways to generate leads: https://hubs.ly/Q02Lf8s10

How long, Billy? When will we see the results?? When will we get the leads?????

- asks every person who wants to run leadgen (which is, let's admit it, a huge chunk of the b2b marketing world right now)

The answer is simple - longer than you think and wish for it to take, and (in many cases) have enough budget for.

⏰ Why do we recommend to run leadgen for at least 3-6 months?

📈 Because that's how long it takes to get enough insights about what you should and shouldn't optimize. Assuming your budget and many other factors, you should aim for at least 100 leads before you get any clear picture–and it does take a moment to generate those.

Thoughts?

Wanna know how to get there? Start here: https://hubs.ly/Q02KWgfT0

PS Yes, there's one part of this video that we reeeeeally want to turn into a gif 🦄

We cannot all just chase KPIs blindly all the time, we need to chase our dreams too 😉 And Shiri Katalan from GlobalDots dreams about having Brad Pitt on her podcast. Her own Brad Pitt, that is.

We ALL have our Brads in our industries. Someone we REALLY wanna work with, but nothing we do is enough to attract them.

How do we change that? Use what they already have. Help them promote it. Make it easier for them.

Want to hear more from Shiri? Listen to her full presentation here: https://hubs.ly/Q02KVTwL0

Ah brand awareness. Are we thinking 😁 or 🤬?

There's A LOT of talk around brand right now, but it's for good reason, because...

No one will click on your demo ads if they don’t know your brand.

No one will give you their email address just to view an ebook.

And no one will remember your brand without strong brand awareness.

👉 This means that all campaigns, leadgen or not, will need to include more brand awareness.

Need more? We're here to help: https://hubs.ly/Q02KVQC_0

The struggle of Every. Single. CMO right now – how do I do more with less???

Well... you don't.

You either do one thing really good and the rest flops, or you try to do everything sort of okay, but you know it's never gonna be enough.

Or you allocate your budget differently 😉

Our take?

Split everything you do into 3 large buckets, like 'Online', 'Events' & 'SDRs'.

Calculate the ROI for each of those buckets – this will give you a better picture of what's working, what needs improving and what's a complete waste of money.

And you know what to do with those – invest more in what bring results, optimize what has the potential, and immediately drop what's draining your budget.

Need help? We're here: https://hubs.ly/Q02KnVLt0

You know that feeling when you join Zoom and your colleague holds their baby on camera? Cute!!! 👼

But you know what's not so cute? RevOps interruptions when your company couldn't find proper maternity cover on time... 🤬

This isn't something you can delegate without sacrifice. Because you shouldn't: https://hubs.ly/Q02Jdd6R0

It feels intuitive to start investing little and increase the budget as we work out what works and what doesn't, right? But the opposite is what does the trick. Hear us out:

🤨 If you invest very little, you won't have enough results to determine what needs to be optimized.

🤩 But if you frontload your budget, you'll get enough data quicker and will have more time to make the necessary edits = bigger chances for success.

🤑 And how much is too much? That depends on way too many factors... But we may have a way to calculate that 👉 https://hubs.ly/Q02Jc9SL0

RevOps are suspiciously very much just like babies–they both deserve uninterrupted care and attention 👼

But let's be honest, no one has enough room/time/energy/money to cater for both. So which one do you sacrifice?

With Envy's maternity cover, none. We've been looking after our clients' RevOps while they need to focus on burps and diapers 🍼 https://hubs.ly/Q02JcLVP0

In H1 2024, marketing folks invested 120% more in paid traffic compared to H1 2023 😱

Last month, we held an event with and for B2B marketers to talk through how things are changing in . For some, might be the best answer. Why?

See the full presentation here: https://hubs.ly/Q02HB67M0

Guess what. No one will click on your demo ads if they don't know your brand 🤬

Because again, buyers today do their research; they want to be familiar with a brand before initiating contact. So help them. How? 🧐

👉 Plan multiple touch points with strong, valuable inbound and consistent messaging. Position your brand as experts in the industry across various platforms.

You know we're here to help 😏 https://hubs.ly/Q02Hz_Tm0

As marketers, we gotta know how to present to persuade, influence, convince, convert... And most of the time, we're great at it. But then the time comes to present to the leadership and we just 🥵

Well, not with Helen Gottstein. Helen's a pro keynote coach and last month, at the event with organized with folks from Trendemon, she introduced us to a STAR method, but with a twist.

You can listen to her full presentation here: https://hubs.ly/Q02GlCnd0

You're missing out if you're only looking at marketing attribution models. Include correlations for better understanding of your campaign performance 🤝

Why?

>> Dark social and first party data regulations make attributing leads to a single source pretty much impossible,
>> Leads can interact with your company a lot before converting, what are you attributing the conversion to?

We say: to all your marketing activities combined 👈 And our clients know it's effective: https://hubs.ly/Q02GlBwL0

Wanna be like CyberDuBiDu? That's easy, simply include every possible buzzword you know to your messaging.

OR you can try standing out. Your choice 😉 https://hubs.ly/Q02Gb-Hr0

No one wants to talk to your SDRs 🥵 So... how do you get people to talk?!

We invited Shiri Katalan from to tell us about her approach to generating leads through... podcasting! Watch Shiri's full presentation here: https://hubs.ly/Q02Fqxt40

🍪 Here's a great thing about content, it's nothing like a cookie. You can eat it and you're still gonna have it - but only if you're smart about your resources.

Look. Brainstorming, planning, creating, distributing, and promoting content eats up time, money, and brainpower. If you're not squeezing every drop of value out of it, you're basically throwing all that effort into a black hole. Brutal, but true.

So how do we fix this? Let's say you’ve got something groundbreaking to share in your industry and you turn it into a blog post. Promoting it on your brand's social media is a no-brainer. But what if you also:

> Shoot a short video about it to post on your personal profile,
> Dive deeper into the topic in your newsletter,
> Use it as speaking material for conferences, webinars, and events,
> Launch an entire paid campaign centered around this one golden nugget.

Sounds good, eh? So please, for the love of marketing, RECYCLE YOUR CONTENT ♻️

Need help? We've got your back: https://hubs.ly/Q02FqyLH0

PS Yes, you can expect a blog post on this.