Dmitry Popov

Totally agree with Josh. Works even better with first-party intent based retargeting audiences. If someone’s engaging with your website like they have a high chance to become a paying customer - having another channel to retarget and nurture them on could be extremely beneficial

Conversion event and bidding strategy affect the audience you’re actually targeting a lot more than the segment you’re after and even the keywords you have selected. Always go for deep-funnel event. Then use common sense and data science to make sure your event is: - frequent enough - enables down funnel value based bidding. Maximizing conversion value (lead scores = expected future revenue) will always trump maximizing conversions (website leads, even if qualified).

The decisive advantage of the last-click attribution is that you can be sure of the result. With first-click there’s always a possibility of getting it wrong. For example, due to cross-device browsing or as blockers. First-click might be useful. But you need to be aware of a possible systematic bias. Generally I’d recommend to use a data-driven multi-touch or last-click attribution to calculate hard KPIs. And to use holdout tests and media mix modeling to assign a proper credit to top-funnel campaigns.

Never lose sight of Revenue Uplift - your main KPI. You might think more button clicks is better for your business. But what if those aren’t from customers you actually want to serve? You’ll just get excited too early only to wake up to a bitter taste of wasted marketing and sales resources. The damage could be lasting as if button click = ad campaign conversion, you might just throw all the spend and accumulated learning away if your CTA doesn’t work for the right audience.

Customer marketing is consistently producing the highest ROI. But it is not “sexy”. And the true impact is often not visible. Therefore many companies deprioritize it, leaving millions of dollars in revenue on the table. Make sure you make enough progress on this front before investing anywhere else. It will make your new acquisition easier as well with all the beautiful testimonials and case studies. But also deep understanding of the value you bring to your most valuable customers. So you can craft your brand story accordingly.

Post-webinar work (slicing/dicing & repurposing your content) is the main reason to do a webinar in the first place. At least in B2B space. Make sure you produce original highly structured content that could help you not just shine at the event. But also build strong SEO and social media presence.