The type of keywords to hook your ideal audience matters. It's helpful to use a number in your copy. For example: If you want to save 15% or more on car insurance… Take it a step further though to understand the motivation of your ideal audience. In this episode, Jesus McDonald interviews Scott Gelber who is the Senior Marketing Manager at NYSHEX (New York Shipping Exchange). Prior to NYSHEX, Scott worked for Diligent Corporation and Honest Buildings (Acquired by Procore Technologies) helping them build out demand generation strategies and processes. He’s experienced in demand generation, marketing operations, and sales development. Scott talks about how crucial the creative is for B2B marketing and the most effective demand generation strategies.