DERU Digital - B2B Marketing Agency

HIRING. We are looking for a senior paid media specialist - mainly for Linkedin Ads. Google Ads and META Ads are a bonus. We are only looking for someone with heavy B2B SaaS experience. This person knows how to drive a paid media strategy, understand how to report on direct and influenced results, and has great communication skills. Someone who is on top of industry news, follows peers on LinkedIn, and finds new ways to do things before anyone else! This is not a person that waits for the tasks to be given. This person understands what needs to be done next! Who is not a fit: - If you only have done leadgen on LinkedIn - If you optmize everything for conversions on Linkedin - If you don't understand the role of Linkedin and how to measure its impact We are looking for top of the top performers. We are working with multiple B2B SaaS companies from Scandinavia, to Central Europe to US. If you know anyone who is super smart, please let me know! Thanks!

HIRING. Remote position. We are looking for a senior paid media specialist - mainly for Linkedln Ads. Google Ads and META Ads are a bonus. We are only looking for someone with heavy B2B SaaS experience. This person knows how to drive a paid media strategy, understand how to report on direct and influenced results, and has great communication skills. Someone who is on top of industry news, follows peers on LinkedIn, and finds new ways to do things before anyone else! This is not a person that waits for the tasks to be given. This person understands what needs to be done next! Who is not a fit: - If you only have done leadgen on LinkedIn - If you optmize everything for conversions on Linkedln - If you don't understand the role of Linkedln and how to measure its impact We are looking for top of the top performers. We are working with multiple B2B SaaS companies from Scandinavia, to Central Europe to US. If you know anyone who is super smart, please let me know! Thanks!

VPs/Head/Directors of Marketing of B2B companies, drop the TOFU-MOFU-BOFU setup in your paid media. It simply doesn’t match the B2B buying journey. We dropped it last year, and we run 2 motions instead: Out-of-market campaigns These reach the full ICP, not just the 5 percent who are ready to buy. We aim to reach as many target accounts as often and as efficiently as possible. We use our content framework to cover the things prospects want and need to know -> building association and familiarity with the brand. The ultimate goal is to get remembered once the need appears -> to get on that consideration list. We measure: • Target accounts reached (monthly and over time) • Engaged accounts (monthly and over time) • Brand search volume or share of search • Share of feed on LinkedIn This shows if awareness is growing and relevance is compounding. In-market campaigns Here comes paid search. We bid on competitor terms and high-intent category keywords, and in some cases, “capability” or “jobs to be done” terms. On paid social, we target high-intent actions such as visits to pricing pages, service pages, and open pipeline including MQLs, SQLs, and opportunities that haven’t closed yet. We want to stay visible and keep reminding prospects why we’re the best option until the deal is done. Of course, these are just signals that we assume are indication to being closer to in-market. Therefore, we also run "conversion" type ads toward out-of-market audiences (that we assume are out of market). We track direct and influenced leads, meetings, opportunities, and closed-wons. However, not every conversion comes from in-market campaigns. Most likely, they have already interacted with out-of-market campaigns. That is why we measure everything as one motion. We look at LinkedIn’s influence on the pipeline as a whole, not by campaign type. And if you are using an attribution platform, you will see it reflected in the customer journey views. B2B buying isn’t linear. Watching a brand video doesn’t mean they are ready for testimonials. Seeing testimonials doesn’t mean they are ready to convert. The setup needs to reflect that. We believe this one does. ---- If you feel your paid media strategy could use some upgrade, let's schedule a call with me: https://derudigital.com/ We will also walk through your current setup and identify areas of improvement (or maybe we will just tell you that you are doing a great job!)

If I was a Marketing/DemandGen director at a company whose ICP is industry agnostic, this is how I would structure Linkedln ads to generate pipeline over the next 6 months. The mistake I see all the time is heavy segmentation. Marketing teams split their campaigns into multiple ICP buckets: - SaaS companies 200–500 employees - Manufacturing companies 1k+ employees - Finance companies 500–2k employees - Healthcare companies 200–1k employees Each segment need a set of campaigns and budget. It sounds like good personalization. But in reality it often fragments reach so much that none of the segments get enough penetration. Instead, I would start with a Total ICP layer. All accounts that fit the ICP go into one master list, regardless of industry or company size. Then I would run campaigns across that entire list with messaging that is industry-agnostic but problem-specific. Things like: - Branded videos - Category education - Product messaging - Thought leadership - Even direct response ads to book a demo The key requirement is simple. The problem you talk about must resonate across industries. Once that "evergreen" layer is running, then I would add sub-ICP campaigns on top. Here we pull specific segments out of the main ICP list and tailor messaging more deeply. For example: - Industry-specific case studies - Testimonials from similar companies - More specific pain points - Segment-focused thought leadership These campaigns run in parallel, not instead of the main ICP campaigns. The goal is not hyper-personalization. The goal is reach first, relevance second. A strong evergreen ICP layer creates consistent account penetration, while the sub-ICP campaigns add relevance where it actually matters. We are rolling out this setup for more and more companies this year, and it works! ---- If you feel your paid media strategy could use some upgrade, let's schedule a call with me: https://derudigital.com/ We will also walk through your current setup and identify areas of improvement (or maybe we will just tell you that you are doing a great job!)

LinkedIn campaign objectives can make or break your campaigns. One of the biggest levers on LinkedIn right now is the campaign objective. This single setting can completely change your performance. We started noticing this on Dreamdata’s account almost a year ago. Different markets reacted differently to the same objective, and it flipped performance on its head. So we went deep and tested every objective across every campaign and region. And this is one of those tests that confirmed it. Two Thought Leader campaigns with the same content. (One targeting EMEA, other NA). Two weeks of testing and only the objective and bidding strategy changed. Here is what we saw: • Reach objective with Max Delivery gave us good impressions, reach, clicks, and CPC. CTR was the weak spot. • Engagement objective with Manual bidding increased CTR , as well as heavily increased CPC and tanked delivery. • Engagement objective with Max Delivery flipped everything. EU had the lowest CPC, highest CTR, and the most clicks across all tests. NA didn’t respond the same way. It was hard to pick the clear winners, but we settled on the following final setup: • EU → Engagement objective with Max Delivery. (Due to high engagement, low costs. Sacrificing reach.) • NA → Reach objective with Max Delivery. (Due to reach and low costs. Sacrificing engagement rate, but getting that extra reach as bonus.) In the end, what this really showed us is how sensitive LinkedIn’s performance is to basic changes like bidding and objectives. There’s no universal “go-to-objective” anymore. You just test and compare, test and compare, until you find the one that actually works.

Here are 11 tips that I believe can improve your account (full video in the comments) 1. Quality conversion tracking. Get that CRM data into the platform! Not only will Google have more data points to use, but these will be of higher quality. 2. Consolidation You don't need 20 campaigns and thousands of keywords *usually * . Try simplifying the account. All the keywords are broad anyway. 3. Exclusions I almost feel that currently the exclusions are more important than inclusions. Be on top of keywords at all times. Also negative keyword lists. Cross-exclusions. Especially brand and competitor terms. 4. Fast and relevant landing pages This is obvious. 5. Leveraging smart bidding If you get enough conversion volume. just do it. Use max conversions (with or without CPA). You can pretend that you can outsmart the algorithm by doing it manually. But lets be real... 6. Chill with the amount of RSAs per ad group In some cases you might even want to limit the amount of headlines you use. Think about it, you have 15 headlines and 4 descriptions - Google can make a lot of variations. But if you get 20 clicks per month from that ad, Google will never learn which combo works best. 7. Google doesn't like pinning, but we do. 5/5/5 method Headline 1-5 :Keyword related + keyword insertion Headline 6-10: USP, Use Cases Headline 11-15: CTA, Social proof 8. Don't forget device adjustments. They work also with smart bidding 9. Bid on brand or not to bid on brand? Check auction insights in each market and determine based on that. 10. ALWAYS report on brand vs non-brand Brand keyword results are not because of google ads! Something else has happened and that is why users are looking for your brand. Judging google ads performance including brand is just wrong. 11. Bonus. Location targeting Especially when we don't have enough data we tend to put all EMEA together. Be critical, does Spain, Italy or Finland really perform for you? I've seen this many times - you kind of don't notice those countries, but over a year that cost stacks up. Thanks Silvio Perez for inviting to talk on this episode of "Learning from the Pros"! I urge everyone to head to adconversion[.]com AdConversion and check their resource page (and also courses) - it is a gold mine.