How to Scale to 10k B2B Signups with Content Marketing and Low-cost Ads

How AdStage Scaled to 10k B2B Signups

with Content Marketing and Low-cost Ads

Sahil Jain @sahilio AdStage @adstage

CEO & Co-founder of AdStage Was Co-founder & CMO of Trigger.io @ 20, Aol @ 19, Yahoo! @ 17, High School & College dropout.

Sahil Jain

About

RAISED AdStage All-In-One Ad Platform Create, optimize, and report across Google, Bing, Facebook, Twitter & LinkedIn Ads.


CONTENT MARKETING

LOW-COST PAID ADS

Strategy

+ =Sahil Jain @sahilio AdStage @adstage

Content Marketing

BENEFITS PROMOTIONTYPES RECYCLING


Benefits of Content Marketing

• Improves SEO and drives organic traffic • Attracts qualified leads • Positions brand as a thought leader


Types of Content We Create

• Newsletters e.g., This Week in Ad Tech • News e.g., Facebook Releases Audience Network to All • How Tos e.g., How to Track Conversion with Google Analytics • Guides e.g., The AdStage Guide to LinkedIn Ads • Podcast Tip: Leverage your domain experts for high-value content


This Week In Ad Tech

A curated roundup of the best news, how-tos and trends

from the world of online advertising.


Ways We Promote Content

• Paid social ads e.g., LinkedIn Sponsored Updates • Organic social shares e.g., Buffer • Internal links e.g., Links to related articles • Email e.g., Newsletters



Content Recycling

Our evergreen content lives forever • Share via social e.g., Continue to Buffer tweets • Embed in product e.g., Adding to tooltips, notifications, etc. • Convert formats e.g., Create a deck from an article • Add to campaigns e.g., Adding to drip email campaigns



Low Cost Paid Advertising

BRANDED SEARCH

RETARGETINGCUSTOM

AUDIENCES


Perks • It’s cheap; your quality score will be high • It’s easy to setup - just use your brand name as a keyword • Benefits almost always outweigh cannibalization of organic clicks

Advertise on searches containing your brand name

Branded Search

Benefits • Control the message • Control the destination • Reduce friction • Prevent competitors from poaching leads







Segment customer database and tailor your message

• Target leads to nurture them • Target past customer to

generate repeat orders • Target buyers of one product

to cross sell another

Upload a list of people and target them with tailored adsCustom Audiences



Advertise to site visitors that leave without converting

Retargeting

• Win back engaged visitors you’ve lost (e.g., those that abandoned a shopping cart)

• Decrease length of sales cycle by remaining top of mind • Cross sell similar products or services


Using These Tracking Pixels

@adstage

Facebook Website Custom Audience Twitter Conversion Tracking Website Tag

Add Exclusion Targeting

@adstage

Logic with Exclusion Targeting

@adstage

WEBINAR

CASE STUDY

GUIDE / WHITEPAPER

BLOG POST / INFOGRAPHIC

Targeted Audience Excluded Audience

Blog post subscribers

Whitepaper downloads

Case study downloads

Blog post subscribers

Whitepaper downloads

Case study downloads

Webinar registrants

Your target audience

Example Journey for the End User

Visits website and does not convert

Sees a blog post ad in feed and subscribes

Receives three touch points for nurture campaigns via email, Facebook, and Twitter



Questions?

FOR SLIDES

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