Daniel Hochuli

Who says you have to choose? Creativity and ROI are not antagonists. Good creative will enhance ROI, while poor creative will decrease ROI. Therefore creativity is causal to ROI. So then you would prioritize Creativity. Elements of good B2B creative include branding (early, consistently and creatively); clear and memorable messaging, packaged up in an attention grabbing way. We know the use of characters, music and video are elements of winning creative. Elements of good ROI include - effectively reaching as much of your TAM as efficiently and evenly as possible. Overall this means broad by relevant targeting on at a regular cadence with attention grabbing, heavily branded and memorable creatives.

Meh. Most negative feedback online are storms in tea cups and do little-to-no long term damage to your brand. We often highlight the worst examples and that's survivorship bias. The reality is most negative feedback comes and goes with a whimper. It may seem like a big deal internally, but externally it isn't. Sometimes the absolute best course of action is to ignore it rather than going on a reputation management tour. Your TAM is often so big that a better course of action is to focus on those people that don't know you or don't think about you, rather than catering your energies and budgets to placating the negative opinions of a vocal few.

An project manager or strategist needs their team invested in the project. One of the best ways to do this is through recognition and making that person or team feel invested in owning the success. Explore different ways you can celebrate and recognize your team's wins and successes. - Call out the individual or team - Promote the individual or team - Give more ownership/responsibility to the individual or team - All that individual or team to present to the board

On honestly, measuring B2B campaigns is the same as measuring any B2C campaign. Brand: Your generate fame and salience with relevant mass marketing, targeting, and measure the growth SoV > SoM - Campaign level: #impressions + CPM, dwell time, email open rates. - Marketing level: attitudinal qualitative responses around ad and brand recall surveys. - Business level: 'growth' - Market Share and brand equity. On the conversion side, it's about the efficiency, evenness and effecitveness of your media spending to report an effective ROI & CAC. - Campaign Level: Lead quantity, CPL, CPC. - Marketing Level: Lead quality scoring (MQL/SQL) - Business Level: CLTV, CAC and ROI You don't need much more than these signals.

There are a few traps that B2B Marketers fall into when it comes to understanding the customer journey. 1. The focus too much on 'decision makers' and not enough on the buyer group. Many, if not most, B2B buying decisions are made outside the C-suite, through a committee of middle managers and directors. 2. The customer journey is not a 'funnel'. Buyers, whether B2B or B2C, don't buy by being convinced by ads. They buy when they are ready - when they have the budget, the buy-in, the product fit, etc. Ads don't move people down they funnel, ads just raise awareness with 95% who are not-in-market, and are a conduit to conversion (not a convincer) to the 5% in-market.

Myth: Your marketing moves people down the funnel. It doesn't. The only thing that makes a customer move down the funnel is their circumstances. Do they have the budget? Do they have the right stakeholders bought in? Is it the right time? Does your product integrate with their system? Is your product available in their country? Only when these questions (and more) are answered will they be looking to buy. Your marketing can help put your brand top of mind, but a customer who will buy from you won't buy if they don't have the budget or buy-in, your marketing doesn't solve for that. So the role of your Digital Marketing is not to drive people down the funnel, but stay top of mind and be there to catch them when they choose to fall.