Primer

UTM tracking misses most of the revenue your ads influence. It's ANCIENT technology. We MUST evolve. --- The Media Plan | EP2 | Why B2B Advertising is BROKEN Featuring: Keith Putnam-Delaney // Primer --- 'The Media Plan' is a miniPodcast series by Market & Hustle that aims to be a collection of unfiltered ideas from marketing, media, and MADTech creators and thinkers. Watch the full episode at https://lnkd.in/er9GavZK

Why did you buy this?!? On the agency side, I’m exposed to a lot of software—some good, some very bad. More than any other category, “ABM software” often leads to some of the worst purchases I have seen. In my opinion, the root cause is that the term ABM became synonymous with the initial tools in the space. Technology vendors shaped, if not defined, the category. Many of the purchases I saw (often ABM platforms) made me hesitant to recommend tools for ABM altogether. Fast forward to today, the solutions in the space, and my thinking, have evolved. There are now a bunch of technology tools that really enhance ABM playbooks. Whether it’s Primer for targeting or Warmly, for de-anonymizing key accounts visiting your site, these tools allow you to do things that were previously impossible without technology. There are several other tools I’d recommend that enable new playbooks Alan, Marcos, and I will chat more about this topic in our upcoming webinar. Link below.

New head of marketing at a B2B org & you get freeish reign to change the tech stack What tech stack are you onboarding?! Few notes: 💸 Budget isn’t unlimited but it’s not small 👉 Only thing you can’t change is the CRM/MAP - Using SF and Hubspot 💰ACV is around $30k 🥹Goals - Classic growth goals (Absurd) **Before anyone plays the “I need to assess the current tech stack and team” card (In the most whiney voice you can imagine). Think big, what tech stack would you want?!

😅 B2C marketers have it easy compared to us B2B folks! Here’s a prime example: audience matching. With cookie blockers popping up everywhere and pixel tracking going the way of the dodo, B2C marketers use customer list audiences on Meta and Google. 𝐇𝐞𝐫𝐞'𝐬 𝐡𝐨𝐰 𝐢𝐭 𝐰𝐨𝐫𝐤𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞𝐦: 1. 📧 Upload a list of emails. 2. 📈 Enjoy an 80% match rate. 3. 🎯 Target their entire universe effortlessly. 𝐍𝐨𝐰, 𝐟𝐨𝐫 𝐮𝐬 𝐁𝟐𝐁 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬: • On Google, we get a measly 2% match rate. 😤 • On Meta, it’s slightly better at 10-20%. 🙄 𝐖𝐡𝐲 𝐢𝐬 𝐭𝐡𝐢𝐬? It’s all about how audience matching works. 𝐀 𝐑𝐞𝐚𝐥-𝐋𝐢𝐟𝐞 𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Back in 2006 (yes, I’m that old 😜), I created my Facebook account with keith@gmail.com. Fast forward to 2023, I place Nike shoes in a shopping cart using the same email. The next day, I see Nike ads on Instagram. 🛒👟 This happens because Nike gave my email to Facebook, which linked it to my Facebook user ID, allowing for seamless ad targeting across platforms. 📲💥 𝐖𝐡𝐚𝐭 𝐈𝐟 𝐁𝟐𝐁 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐇𝐚𝐝 𝐀𝐜𝐜𝐞𝐬𝐬 𝐭𝐨 𝐁𝟐𝐂 𝐄𝐦𝐚𝐢𝐥 𝐃𝐚𝐭𝐚? The answer: Game changer. 🎮💼 Enter Primer. We maintain a massive database of LinkedIn profiles and associated attributes (job title, industry, headcount, etc.). B2B marketers can: 🧑💼 Enter their ideal customer profile criteria. 🛠️ Create an audience using LinkedIn level attributes. 🔗 Link work emails to personal emails. We bundle this data and push it to Meta and Google as audiences, achieving a 30-60% match rate compared to the 2-10% using work emails. This means: • B2B level targeting on Instagram, YouTube, Facebook News Feed, Google Display, and Google Search. • Ads reach only those within your ICP, eliminating unqualified clicks. 🚀📊 𝐓𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 While privacy and cookie blockers are here to stay, and we’re not reverting to the "good old days" of performance marketing, B2B marketers aren’t limited to LinkedIn and untargeted Google Search. 𝐓𝐡𝐞 𝐤𝐞𝐲: Understand how ad platforms work and feed them the right data. B2B marketers need to build their own targeting algorithms for B2C channels because B2C algorithms aren’t built for us. 💡🔍 https://lnkd.in/g3yPgD6X #B2BMarketing #AudienceMatching #DigitalMarketing #AdTech #Primer

I've been off LinkedIn for a couple of months, fully immersed in product development. Today, I'm thrilled to announce that we've just ungated access to Primer 2.0! Primer 2.0 is a completely reinvented product with a new technical architecture, delivering incredible speed and performance improvements. Most importantly, we're seeing extremely high match rates on Google, Meta, and LinkedIn. 🎯 For B2B marketers aiming for a solid return on ad spend, Primer 2.0 provides a powerful solution to target your Ideal Customer Profile (ICP) outside of LinkedIn, without relying on cookies. With cookies degrading, the quality of leads from Google, Meta, and other platforms has been significantly impacted. But with Primer, we've solved that problem. 🔍 Our custom audiences matched using permanent identifiers achieve crazy high match rates, unlocking new levels of digital ad spend efficiency. See the attached image for the impressive results! #ProductLaunch #B2BMarketing #DigitalMarketing #AdTech #PerformanceMarketing

If I were to construct a 6Sense-lite prospecting engine, here's the stack I'd assemble… Last year 6sense led Vendr's charts as the 2nd most purchased software. But with an INCREDIBLY high entry-level price, a lot of cash-conscious marketers have been asking about alternatives. 1️⃣ Apollo.io as the Core Prospecting Data Set: Cost-effective and great for early-stage, helping sales reps grap contacts at accounts. 2️⃣ Koala for Identifying Website Visitors: Utilizing Clearbit Reveal's data, Koala not only reveals website visitors but also offers intent scores based on pages visited. Marketing dashboards are soon to be rolled out for enhanced analytics. 3️⃣ Keyplay for Super-Detailed Account Firmographics: A powerful tool, especially for software companies, allowing customization of scoring algorithms and filtering based on a wide range of attributes. 4️⃣ Primer for Multichannel Outreach: Reach accounts and contacts across various channels dynamically, integrating with Salesforce, LinkedIn, Facebook, Google, and more. An efficient way to connect with leads through ads or email. Using your CRM as the glue for all this data, and you've got a modern B2B go-to-market motion that's not only robust but also WAY more cost-effective compared to buying 6sense off-the-shelf. 🌐💡 In the age of cookie blockers, we have to rethink how we do attribution and understand that 1st, last, or multi-touch won't be the answer. But having detailed firmographic data, intent insights, and multichannel outreach capabilities can significantly optimize your LTV/CAC, by allowing you to focus, reach a *tight* ICP across channels, and measure upper funnel engagement. Anything major I'm missing? 💬✨ I'd love it if there were an off-the-shelf B2B MMM modeling tool I could plug everything into but I don't know of one... #B2BProspecting #StartupStack #SalesOptimization #MarketingAutomation #intentdata