I own the strategy and performance, with agency partners helping execute it.
🤫 Keeping a few numbers off the internet. Happy to nerd out over the details on a call.
TOFU
Build demand
MOFU
Capture interest
BOFU
Drive demos + pipeline
Performance
ROAS
Return on ad spend
Cost per SQL
Down month over month
Cost per demo
Down month over month
Of monthly SQL target
Reached early in the month
What I own
Strategy
Full-funnel paid strategy
Budget
Allocation across TOFU, MOFU + BOFU
Messaging
Ads, offers + positioning
Audiences
ICP + account targeting
Creative
Concepts + testing
Landing pages
Messaging + conversion optimization
Testing
Experiments + new channels
Performance
Pipeline, SQLs, demos + ROAS
And yes, B2B ads can have a personality.
Our paid creative even got a shoutout from an industry marketing expert for standing out in the B2B feed.
Here are a few ads currently running.
Oh, and we make comics too.
What I work on
SEO content
Writing + reviewing blogs
Content refreshes
Updating pages based on rankings and performance
Conversion
Improving the path from organic traffic to demo
Reporting
Traffic, rankings, demos + SQLs
The blog that keeps doing the work.
The SEO article I wrote became one of our highest-traffic organic pages and continues to bring people into DealRoom.
