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- Start doing marketing that can’t be measured
Start doing marketing that can’t be measured
Also: Make your ads worth saving (and sharing).
Marketing Qualified
June 23, 2023
GM, and welcome back to Marketing Qualified. Here’s what we’re going to cover today:
Start doing marketing that can’t be measured. Why your attribution model is broken and why you need to fix it.
Make your ads worth saving. The ultimate advertising hack is to make your ad so good that people keep it (and, if you’re lucky, share it).
📐 Start doing marketing that can’t be measured.
What gets measured gets managed. At least, that’s how the saying goes. But what happens if something is impossible to measure? Does that mean it’s not worth doing?
Of course not!
The B2B buyer's journey is complicated, especially for enterprise purchases.
The journey takes a long time, and there are a lot of steps along the way. And unfortunately, some of the most essential steps are impossible to measure.
Don’t believe us? Here are 15 examples of things B2B buyers do all the time that will never show in your attribution tool:
They DM a former coworker from their last company and ask how they solved a business problem.
They ask a question in a Facebook group and get 14 comments back
Their CEO chats with an event speaker after their speech.
They watch a 2-minute ad on youtube but don’t click on it.
They read a Tech Crunch article about an exciting company in the space.
Their coworker sends them a link to a LinkedIn post that caught their eye.
The moderator of their private Slack group sends out a product recommendation.
They’re on a weekly call with a customer, and the CMO brings up the product.
They get hooked on a podcast and binge listen to all the episodes.
The product is mentioned in a webinar they’re attending.
They click a link in the comments on a Facebook post.
Their COO sees an ad, screenshots it, and shares it in the company-wide Slack channel.
They ask for advice on Reddit, and an expert responds with a product recommendation.
Their sister mentions her company uses the product at a family birthday party.
A conversation jogs their memory, so they finally read that PDF their friend sent them six weeks ago.
Marketing is evolving. Today, these are the most valuable touches you can get on a B2B buyer.
Word-of-mouth is the most powerful type of marketing there is. Why? Because people trust the recommendations of their peers more than they will ever trust a brand.
But word-of-mouth marketing will never be cut and dry from a reporting standpoint. So, it might be time for your organization to rethink how you do attribution. Forward-thinking competitors will eat your lunch if you’re still optimizing your strategy and making decisions based on an outdated attribution tracking model.
📰 In the news this week.
⚫️ The Reddit blackouts have made Google worse.
🤑 TikTok is the first app to surpass $1B in quarterly consumer spend.
📈 How to make a video go viral.
🤖 Inside Meta’s AI sales pitch at Cannes.
⬇️ Make your ads worth saving.
The ultimate way to spread your advertisement is to make it so good that people save it. Or, if you’re really lucky, maybe even share it with someone else.
Savvy advertisers have been doing this for decades! Check out this vintage ad. It’s one of the most popular detergent ads ever made because so many people ripped it out of the magazine and posted it in their laundry room.
Or a more recent example is the AI tool guides you’ve probably been seeing all over the web. They show which tools are best for different categories.
Or this cooking temperature guide ThermoWorks uses as a clever promotion for their meat thermometers.
😂 Marketing meme of the week.
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