It's time for something different.
Over the years we've seen a lot of money spent wastefully by media entities who dissociate themselves from the results. We think the era of vanity metrics is - or at least should be - over. Brand building is crucial, but it needs to mean something more than impressions and clicks. Whether top of funnel or bottom, we need to focus where there's legitimate potential for relevant intent from a qualified audience. Otherwise, we're just spending a lot of money to make a lot of noise. It may look and feel exciting, but what should matter is whether or not it's actually helping.
What good's an impression or a click?
The only way to answer that question is to push a little harder to understand the intent of the person (assuming it's not a bot) who's at the other end of it. It's pretty easy to generate impressions and clicks. It's harder to generate them from qualified targets who are going to be motivated and excited enough to take a 'next step'. If your focus is longer-tail nurture, then you need to make sure you are offering relevant content. If your focus is a short-tail Offer, then that offer had better be compelling – and you'd better have great targeting. It might be an odd thing to say here, but we've seen consistently better ROI on longer-term integrated organic content plays. That said, if executed well, paid media can be an effective contributor to your strategy, and a good way to generate extra noise around special initiatives to provide extra momentum.
How we help.
Integrated Reporting and Analysis
Interested in Account Based Marketing?
Depending on your situation and goals, ABM can make a lot of sense. After all, in reality, the buyer journey is not linear – and multiple buyers are often involved in buying decisions. Targeting at an account level can help you gain more value out of your spend be niching into specific people and roles in target accounts - and appearing where they are spending time. Our ABM approach involves leveraging paid platforms like 6Sense and Brandgen.io. And – if you have a marketing automation platform like HubSpot – you can sync your ABM platform data so that you can understand attribution touchpoints at a contact level.
No more spray and pray.
Review and Directory Sites
Out of Home
How will we understand impact?
We'll create a shared reporting dashboard with specific KPIs to analyze what's working best Mom and YoY, and to provide optimization suggestions.
We like to keep things transparent. We're not interested in selling tons of media services. We're interested in doing something that will actually work for you. And if we see that it's working, great! We'll recommend other ways to generate traction.
For areas that aren't showing traction, we'll recommend pivots to ensure that we're always exploring ways to maximize impact.
We are not fans of 'set it and forget it'.
And - if you are on a CRM like HubSpot - we can go so far as to review on an individual level, and with total clarity, how a person interacted with your ads to come towards you and take an action.