FounderVideo Podcast

In this conversation, Will interviewsFrederick Vallaeys, CEO ofOptmyzrand one of the first 500 employees at Google. They discuss Fred's experience at Google, the evolution of PPC, and the impact of AI on search. They also explore the future of search engines and the role of social media in providing high-quality and trustworthy information. In this conversation, Fred Vallaeys discusses the importance of decentralization and customization in advertising. He highlights the use of chat GPT to build customized language models for each client, allowing marketers to tailor their messaging and strategies. Fred also introduces Optimizer, a tool that helps advertisers save time and improve campaign performance. He explains how Optimizer automates tedious tasks, such as campaign setup and optimization, and provides features like PPC insurance and social media rule engines. Fred shares his vision for the future of Optimizer, emphasizing the goal of making marketers better through technology.

TAKEAWAYS:

- Fred Vallaeys was one of the first 500 employees at Google and played a key role in the development of AdWords. He later founded Optimizer, a PPC management software.

- The evolution of PPC has made it easier for small businesses to advertise, but professional marketers need to differentiate themselves by providing valuable insights and data to machine learning systems.

- Generative AI, such as GPT, has the potential to change the search landscape, but the number of conversions will remain constant. Advertisers need to adapt to new buyer journeys and provide valuable information to machine learning systems.

- Social media plays a crucial role in driving new demand and influencing consumer behavior. However, the trustworthiness of information on social platforms needs to be addressed.

- The future of search engines may involve a combination of generative AI, social media, and decentralized platforms that cater to specific niches and provide high-quality and relevant information. Decentralization and customization are key in advertising to tailor messaging and strategies for each client.

- Chat GPT allows marketers to build customized language models for their clients, improving communication and campaign performance.

- Optimizer automates tedious tasks in campaign setup and optimization, saving time and improving efficiency.

- PPC insurance feature in Optmyzer helps preserve budget and prevent wasted spend on ad platforms.Social media rule engines in Optmyzer enable advertisers to automate actions and optimize campaigns on platforms like LinkedIn and Meta.

- The future vision for Optmyzer is to continue solving real problems for marketers and providing innovative solutions to improve campaign performance.

FounderVideo Podcast Ep. 10: Frederick Vallaeys, CEO of Optmyzer (https://www.optmyzr.com/)

"The Evolution of PPC and the Role of AI"

Brought to you by: https://foundervideo.com

Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode, Will interviewsCody Schneider, the founder and CEO ofSwell.ai, about influencer marketing and the impact of AI. Cody shares his background in e-commerce and B2B marketing, as well as his experience in building audiences and creating top-of-funnel inbound marketing strategies. They discuss the commoditization of knowledge and the value of expertise in the age of AI. Cody explains how Swell.ai helps companies and solopreneurs improve their content marketing workflows by automating tasks and generating various content outputs. They also touch on the future of efficient and profitable growth with AI. The conversation explores the shift in B2B marketing and sales towards signal-based selling and influencer marketing. It discusses the need for companies to align with how B2B buyers are purchasing and the rise of terms like demand generation and video content. The conversation also emphasizes the importance of leveraging social media platforms like TikTok and Instagram Reels to reach Gen-Z buyers. It highlights the value of creating consistent video content and the impact of personal branding for founders. Additionally, it touches on the mindset shift required to transition from bloated to lean teams in B2B organizations. In this conversation, Cody Schneider discusses the importance of communication and collaboration between different teams within an organization. He emphasizes the need for marketing and sales to work together and for leaders to create a safe space for employees to share their opinions and challenges. Cody also talks about the role of automation in improving efficiency and productivity, highlighting the emergence of chief automation officers. He shares his thoughts on the future of no-code tools and their limitations, as well as the significance of building a strong brand for long-term business success. Finally, he discusses the role of direct response marketing in the era of efficient and sustainable growth.TAKEAWAYS:- Expertise has become more valuable than ever in the age of AI, as general knowledge from the internet is often unreliable and lacks depth.- Companies can leverage AI to automate tasks and improve content marketing workflows, allowing them to focus on high-value activities.- Start by automating small parts of the workflow and gradually increase automation to have a ripple effect on the entire organization.- Swell.ai helps companies and solopreneurs create various content outputs from a single source media, such as podcasts or videos.- Efficient and profitable growth can be achieved by combining AI tools with human expertise, creating a superhuman effect. B2B marketing and sales are shifting towards signal-based selling and influencer marketing to align with how B2B buyers are purchasing.- Social media platforms like TikTok and Instagram Reels are becoming important channels for reaching Gen-Z buyers.- Consistent video content creation is crucial for engaging with target customers and building a personal brand as a founder.- Creating a safe space for employees to share their opinions and challenges can lead to increased productivity and employee satisfaction.- Automation, including the role of chief automation officers, can help streamline processes and improve efficiency within organizations.- No-code tools have their limitations and may not be suitable for complex software development.- Building a strong brand is essential for long-term business success and can lead to increased customer trust and loyalty.- Direct response marketing still has a place in the era of efficient and sustainable growth, especially when combined with brand building strategies.FounderVideo Podcast Ep. 9: Cody Schneider, Co-founder & CEO of Swell AI (https://swellai.com/)Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode,AJ Wilcox, founder and CEO of B2Linked, discusses the power of Thought Leader Ads on LinkedIn and the impact they can have on engagement and click-through rates. He also emphasizes the importance of investing in creative and aligning interests with the ad platform. AJ shares insights on campaign structure and organization, as well as the pitfalls of lead gen forms. Overall, this conversation provides valuable tips and strategies for optimizing LinkedIn ads and achieving better results. In this conversation, AJ Wilcox shares insights and strategies for optimizing LinkedIn ads. He discusses the importance of micro-segmenting audiences and using A/B testing to determine the best performing ads. AJ also emphasizes the value of thought leader ads and leveraging warm audiences for outreach. He highlights the long-term benefits of focusing on pipeline velocity and shares updates on the latest features and tools for LinkedIn ads. AJ also mentions the upcoming updates to his LinkedIn ads course.TAKEAWAYS:- Thought Leader Ads on LinkedIn can significantly improve click-through rates and engagement.- Investing in creative can lead to lower costs and higher engagement rates.- Aligning interests with the ad platform can result in better performance and lower costs.- Campaign structure and organization play a crucial role in optimizing LinkedIn ads. Micro-segment your audience and use A/B testing to determine the best performing ads.- Thought leader ads and warm audience targeting can accelerate pipeline velocity.- Focus on long-term strategies and metrics that matter, rather than relying solely on click-through rates.- Utilize third-party software for budget management, data analysis, and reporting.FounderVideo Podcast Ep. 8: AJ Wilcox, Founder & CEO of B2Linked (https://b2linked.com/)"B2B LinkedIn Ads Strategy: Lessons From $100M+ in Ad Spend"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

Amelia Taylor, founder of At The Revenue Table, shares her journey and insights on go-to-market strategies and revenue operations in the B2B SaaS industry. She emphasizes the importance of depth in understanding people and challenges the status quo. Amelia discusses her experience at Brucit Seamless and how she leveraged her skills to excel in enterprise sales. She then explains the concept behind The Revenue Table, which focuses on revenue-driven relationships and evangelism. Amelia also highlights the power of Slack in community-led growth and revenue generation. In this conversation, Amelia Taylor discusses the importance of being memorable in B2B sales and shares creative ways to leverage video. She emphasizes the role of self-awareness in sales and the decline of B2B SaaS. Amelia also highlights the power of curiosity and the need for human connection in B2B sales. She concludes by mentioning companies that are doing great work in the B2B space.Takeaways- Depth in understanding people is crucial for success in the B2B SaaS industry.- Challenging the status quo and building your own methodology can lead to exceptional results.- Evangelism should be embraced by everyone in a company, not just a designated role.- Slack can be a powerful tool for revenue growth and community-led engagement. Be memorable in B2B sales by showing up as yourself and leveraging creative strategies.- Video is a powerful tool in B2B sales, but keep it short, relevant, and engaging.- Self-awareness is crucial in B2B sales, as it helps you understand your strengths and weaknesses.- Curiosity is a key driver in B2B sales, as it leads to exploration and new paths of knowledge.- Creating a human connection and focusing on soft skills are becoming increasingly important in B2B sales.- Decentralized events and community-building can enhance B2B sales and networking opportunities.- HubSpot, GTM Fund, Sendoso, and Synthspark are examples of companies doing great work in B2B.FounderVideo Podcast Ep. 7: Amelia Taylor, Founder of At The Revenue Table (https://www.linkedin.com/in/tayloramelia/)"Relationship based selling in B2B GTM"Brought to you by: https://foundervideo.ioIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation,Bethany, the founder and CEO ofSendspark, discusses the importance of personalization in video at scale. She shares the origin story of Sendspark and how it differentiates itself from other video selling tools in the market. Bethany highlights the integration of Sendspark with email automation tools and the hurdles faced in selling the idea of video selling to B2B companies. She emphasizes the effectiveness of video selling and provides insights into common mistakes and misconceptions. The conversation also touches on the challenges and lesser-known aspects of being a founder and the data that supports the impact of video selling. In this conversation, Bethany from Sendspark discusses the power of using video for personalized outreach in sales. She shares how video can make sales interactions more personal and build rapport with prospects. Bethany also emphasizes the importance of real-time communication and how video can help accelerate the sales process. She provides practical steps for implementing video personalization in sales workflows and highlights the value of integrations in SaaS products. Bethany discusses future updates and features of Sendspark, as well as the evolving landscape of video personalization. She concludes by emphasizing the unique value of human strategic thinking in the age of AI.

Takeaways- Personalization is crucial in video at scale, and Sendspark offers various features to achieve this.- Sendspark differentiates itself by enabling personalized videos at scale and integrating with email automation tools.- Video selling has been proven to increase response rates and engagement.- Common mistakes in video selling include spending too much time on introductions and not clearly communicating the value in the video.- Being a founder involves dealing with constant rejection and prioritizing tasks effectively.- Video selling should be seen as a helpful message rather than a sales pitch. Video can be a powerful tool for personalized outreach in sales, helping to build rapport and accelerate the sales process.- Real-time communication through video can provide immediate value to prospects and help them make informed buying decisions.- Integrations with other tools and platforms are essential for maximizing the impact of video personalization in sales workflows.- The future of video personalization holds exciting possibilities, including text-to-video applications and AI-powered digital support agents.FounderVideo Podcast Ep. 6: Bethany Stachenfeld, Co-founder & CEO of Sendspark (https://www.sendspark.com/)Brought to you by: https://foundervideo.com

Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation,Ashley Faus discusses thought leadership in the B2B marketing space. She emphasizes the importance of having both thoughts and leadership qualities to be a true thought leader. Ashley also introduces the four pillars of thought leadership: credibility, profile, being prolific, and strong depth of ideas. She highlights the challenges of attribution in B2B marketing and the need for better tools in this area. Ashley also explains the differences between influencers, subject matter experts, and thought leaders, and how companies can leverage each of them effectively. Finally, she provides insights on how founders and CEOs can start a thought leadership program. In this conversation, Ashley Faus discusses various aspects of content strategy, thought leadership, and B2B marketing. She emphasizes the importance of creating source ideas and strategic elements to guide content creation. Ashley also shares advice on career growth in B2B marketing and highlights the evolving relationship between B2B companies and the creator economy. Additionally, she explores the impact of AI on content strategy and discusses the need for a partnership between AI and human creativity.

Takeaways

- Create source ideas and strategic elements to guide content creation.

- Build relationships and collaborate with internal and external creators for long-term partnerships.

- Focus on human connection and quality content in the age of AI.

- Embrace the evolving relationship between B2B companies and the creator economy.

FounderVideo Podcast Ep. 5: Ashley Faus from Atlassian (https://www.atlassian.com/)

Brought to you by: https://foundervideo.com

Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation,JD Garcia, Head of Strategy atImpactable, shares insights and strategies for running LinkedIn ads effectively. He discusses common mistakes in LinkedIn ads configuration, the importance of setting realistic expectations, and the key characteristics of companies that benefit the most from LinkedIn ads. JD also highlights the performance of video content on LinkedIn and the use of thought leadership ads. He emphasizes the need for personalized and authentic video content and provides tips for creating scroll-stopping ads. In this conversation, JD Garcia and Will discuss various aspects of LinkedIn ads. They cover topics such as retargeting and filtering traffic, avoiding ad fatigue, targeting inactive audiences, misusing budgets on LinkedIn ads, the importance of thought leadership ads, and rotating ads for a better user experience.

Takeaways

• Set realistic expectations for LinkedIn ads and understand that results may vary depending on factors such as budget, target audience, and product-market fit.
• Focus on technical aspects of LinkedIn ads configuration, such as audience targeting, matched audiences, and correct tracking implementation.
• Consider the key characteristics of companies that benefit from LinkedIn ads, including an active audience on LinkedIn, product-market fit, and the ability to convert leads into revenue.
• Train LinkedIn ads managers to understand the different levers they can pull and to think strategically about campaign execution.
• Utilize video content on LinkedIn, focusing on authenticity and short, engaging formats to capture audience attention. Apply campaign manager filters on top of retargeting audiences to filter and trim down traffic that may not be within your ideal customer profile.
• Ad fatigue can be avoided by using evergreen content in cold ad campaigns and refreshing content in retargeting campaigns when performance starts to diminish.
• If your audience is not active on LinkedIn, consider taking an omnichannel approach and using LinkedIn as part of a larger marketing strategy.
• Companies often misuse their budgets on LinkedIn ads by focusing too much on lead generation and neglecting other aspects of the customer journey.
• Thought leadership ads are important for in-feed consumption and building awareness, even if they may not generate immediate clicks or conversions.
• Rotating ads evenly can provide a better user experience by exposing the audience to different content, but it requires careful monitoring and pausing of underperforming ads.

FounderVideo Podcast Ep. 4: JD Garcia from Impactable (https://impactable.com)Brought to you by: https://foundervideo.comocIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation,Liam Moroney, founder ofStorybook Marketing, discusses the future of demand generation and marketing budget allocation in B2B companies. He highlights the rise of demand gen as a buzzword on LinkedIn and the need for clarity in its definition. Liam also explores the influence of B2C marketing on B2B marketing and the challenges of applying B2C tactics in a B2B context. He emphasizes the importance of understanding the specific problems a business is trying to solve and aligning marketing efforts accordingly. Additionally, Liam discusses the misallocation of marketing budgets and the need for a balanced measurement framework. The conversation covers the importance of identifying the ideal customer profile (ICP) and narrowing down the target audience. It also discusses making educated guesses on the ICP and how it evolves over time. The conversation then shifts to the strategy of creating videos in nature on LinkedIn and the workflow for producing them.Takeaways:- Demand generation has become a buzzword in B2B marketing, but its definition is often unclear and varies from company to company.- B2B marketing can learn from B2C marketing, but it's important to consider the differences between the two, such as the role of sales teams and the complexity of B2B buying cycles.- Many B2B companies misallocate their marketing budgets by focusing too much on demand capture and lead generation efforts, rather than building brand awareness and educating their audience.- Effective marketing budget allocation starts with understanding the specific problems a business is trying to solve and aligning marketing efforts accordingly.- While attribution is important, it's crucial to recognize that not everything in marketing can be directly attributed to revenue. Some efforts, such as podcasts, are more about brand awareness and affinity. Identifying the ideal customer profile (ICP) is crucial for effective marketing.- Narrowing down the target audience allows for focused and effective marketing efforts.- Making educated guesses on the ICP is necessary for early-stage companies without sufficient data.- The ICP evolves over time, and it's important to adapt and expand the target audience as the business grows.- Creating videos in nature on LinkedIn can help differentiate oneself and attract attention.- Having an efficient workflow for creating LinkedIn videos is important, but authenticity and creativity should not be sacrificed.

FounderVideo Podcast Ep. 3: Liam Moroney from Storybook Marketing (https://www.storybookmarketing.io/)Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation, Will interviewsRyan Paul Gibson, founder ofContent Lift, about customer interviews in B2B and leveraging them in positioning and content strategies.

Ryan has conducted over 1900 customer interviews. He shares his journey in B2B and how his passion for customer understanding led him to start Content Lift. They discuss the importance of customer insights in the B2B buying journey and the common mistakes companies make in their go-to-market strategy. Ryan provides valuable tips on conducting effective customer interviews, including setting research objectives, identifying interviewees, and actively listening. He also emphasizes the need to analyze and action customer insights to drive marketing and business strategies.

Takeaways:

- Customer insights are crucial in B2B marketing and can significantly impact positioning and content strategies.

- Companies often lack a deep understanding of their customers and their decision-making process, leading to shallow marketing efforts.

- Conducting effective customer interviews requires setting research objectives, identifying interviewees, and actively listening.

- Analyzing and actioning customer insights is essential for driving marketing and business strategies. Create a central operating system, such as a Wiki or Slack channel, to store and access insights.

- Use technology and AI, like GPT, to personalize and contextualize customer insights.

- Build integrations, like a Slack integration with GPT, to make insights easily accessible to teams.

- Leverage customer insights in sales by understanding buyer context and tailoring sales conversations.

- Adapt to the shift in B2B buying by being genuine, transparent, and understanding the power of the customer.FounderVideo Podcast Ep. 2: Ryan Paul Gibson from Content Lift (https://www.contentlift.io/)Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

Andrei Zinkevich reveals how to implement a proper ABM program with small TAMs and high ACVs.

Key points:

- What people get wrong about gaining new B2B business from LinkedIn

- The process he uses to define and leverage clients’ ICPs in full-funnel marketing strategy

- Techniques for conducting effective customer interviews and how to utilize these insights in your marketing programs

- How to craft your go-to-market strategy and positioning based on customer insights and segmentation

FounderVideo Podcast Ep. 1: Andrei Zinkevich from Fullfunnel.io

Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.