When done right, paid spend is like throwing gasoline on the flames of what’s working in your marketing. Done wrong – it’s just a huge waste of time and money.

In this episode, Dave Gerhardt hosts an live session with John Short, CEO of Compound Growth Marketing (CGM), and Kym Parker, SVP of Media Strategy at CGM, who walk through tried and true strategies they’ve built from managing over $50 million in paid spend.

They also cover:

• How to choose which strategy is best for you and exactly how to target the right ICP
• The three keys to successful paid media, like setting up actionable reporting
• How to identify how much you can spend for leads/account at each stage of the sales and marketing funnel

Timestamps

• (00:00) - - Intro to John and Kym
• (07:29) - - Choosing the Perfect Paid Media Strategy
• (11:57) - - The $100 CPL Myth
• (15:32) - - Three Keys to Successful Paid Media
• (18:10) - - Qualification Is Critical in ABM Success
• (19:48) - - How You Should Think About Bidding Algorithms
• (22:32) - - Prospect Experience: The Campaign Funnel
• (24:12) - - Using a Multi-Channel Approach
• (29:32) - - Mid-Intent Funnel Examples
• (33:04) - - Executing on a Paid Acquisition Strategy
• (39:13) - - Tailoring Your Messaging for Buying Committee Engagement
• (43:47) - - Balancing Funnel Strategies
• (46:28) - - Justifying Higher Costs
• (50:43) - - Channel Testing and Target Comparison
• (52:08) - - How to Master Paid Media in Enterprise Marketing

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***
This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.

What those companies need is automated scheduling for qualified leads.

And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more