Test. Learn. Grow.

This episode explores why B2B marketing teams need to shift their success metrics from leads and MQLs to tracking real revenue impact and ROI.

B2B marketing experts at Level explain how marketing and sales misalignment happens when teams have separate goals and metrics. They discuss why marketers need to analyze the full customer journey through hybrid attribution to demonstrate how their programs influence pipeline and closed-won deals.

Start embracing shared goals with sales and focus on revenue-based metrics to optimize spending and prove marketing’s value.

In this episode, our experts in higher education marketing share their insights on how getting beyond email into a dynamic, multichannel lead nurturing effort can make a huge impact on your enrollment rates. 

Key insights from the episode:

• You want to be where your students are. Test into channels like social, video, and text messaging.
• Personalized experiences are crucial. Use segmentation and personalization tools to cater to unique buyer challenges and needs.
• Have clear goals for success, but know what bad performance looks like, too. You'll know when to pull the plug. 
• Marketing is not a lone wolf. Build consensus with your admissions teams and agency partners to avoid any missteps. 

Don't set it and forget it with your lead nurturing campaigns. You're probably leaving enrollments - and long term relationships with great students - on the table. 

On this episode of Test. Learn. Grow. we dive deep into feed management and optimization, and its important role in the world of Ecommerce marketing.

Starting off with a foundational understanding, we tackle the common pitfalls that businesses unknowingly step into, highlighting the ramifications on their performance. Special guest Jeff Bordeaux, Strategic Account Director at Feedonomics, joined us to shed light on their holistic approach to feed optimization, enriching the conversation with real-world success stories.

Dive deep with us as we unpack the transformative trends from the 2023 Forrester B2B Summit. As the B2B landscape rapidly shifts, are businesses truly prepared for what’s next?

Growth via Customer Value – Discover why centering marketing, sales, and product around customer value is the new gold standard. We unravel Forrester's new B2B customer-obsessed growth engine.

The Age of AI – If you aren't already incorporating AI into your strategies, you're already behind.  We explore the titanic influence of AI, especially generative AI, in the B2B realm. We discuss the prudent and strategic use of AI to ensure it enriches, not hampers, the customer journey.

The Backbone of B2B - Tech & Data Stacks – Intent data is the new oracle for B2B growth teams. We dive into why a robust tech and data infrastructure is indispensable, and how it's reshaping the ways businesses approach marketing, sales, and product development.

Tune in, rethink your strategies, and align with the future of B2B!

Exciting times ahead: Level Agency and Becker Media have merged! We're combining two industry-leading digital marketing agencies to redefine performance marketing in the education sector and beyond.

 In this episode, we discuss how this strategic move will:

• Expand Our Resources & Capabilities: We're enhancing our service delivery across all sectors.
• Foster innovation: Infusing fresh perspectives and strategies in our portfolio.
• Provide Benefits of Scale: With 125+ professionals and $150M+ digital media spend, we’re deepening our expertise, technology, and insights.

In this  episode, we unpack the changing landscape of the B2B buying process and how marketers need to navigate these changes to drive growth. Here's what we dive into:

• The transition of the B2B buyer's journey from a linear pathway to a complex, unpredictable cycle.
• The growing trend of self-service among modern B2B buyers and methods for supporting this shift.
• The necessity of creating personalized marketing experiences that resonate with a diverse range of B2B audiences.
• The critical shift from traditional lead-focused KPIs to revenue-centric metrics.
• Effective strategies for synchronizing marketing and sales efforts to accelerate business growth.

In this episode, we unpack how to strategically craft a personalized B2B content strategy and offer actionable insights on how to execute it at scale. 

Key Takeaways:

• The Power of Personalization: Get to know your audience segments' unique needs, motivations, and pain points.
• Audience Segmentation is Key: Slice your audience into distinct segments based on shared characteristics or needs to create highly relevant content.
• Scale Personalization: Identify shared challenges among your audience segments to guide content creation.
• Content Mapping: The type of content you provide matters and it should align with your customer's journey. From awareness to decision-making - we cover what works best at each stage.
• ‘”One to Eight” Approach: Maximizing efforts is key. Learn how one piece of comprehensive content can be transformed into eight unique pieces, catering to various platforms.

Measuring brand awareness impact can often seem like an impossible task. In this episode, we tapped in our Education Team Lead, Geoff Roebuck, to demystify brand awareness and how to effectively measure it.

Here’s what you’ll learn:

🚀 The tactics we leverage to grow brand awareness
🤔 Tackle concerns about investing in demand generation
📏 Reveal actionable strategies for effectively testing and measuring brand awareness tactics

In this episode, we dive into the critical role of ecommerce marketing and audience segmentation in formulating effective marketing strategies. The focus is on our advanced approach to audience segmentation, particularly at the pivotal consideration stage of the buyer's journey. We unpack the power of tailored messaging, showing how we've honed message development for various audience segments and sharing powerful success stories that demonstrate the results of our strategies. We're giving a behind-the-scenes look into real client examples and   examining how our segmentation and personalized messaging have significantly reduced costs and increased conversion rates. You will have the understanding to implement improvements in your marketing strategies and the starting steps to get there.

Let's talk about the everchanging ecommerce landscape!

• Why Staying Updated Matters — In an era where Ecommerce is rapidly evolving, businesses need to keep pace with the latest trends to stay competitive. We'll discuss the importance of being informed and share a practical tip to help you stay updated.
• Troubleshooting Common Platform Issues — Ever faced issues with platforms like Performance Max? We'll uncover common challenges and provide practical solutions. Plus, discover the benefits of joining user communities for these platforms.
• Testing New Display Platforms — Consider the value of testing platforms like Criteo. We'll discuss the potential benefits and share a success story that underlines the power of starting small and scaling up based on performance.
• Embracing New Platforms — Looking to spice up your Ecommerce strategy? Consider newer platforms like TikTok, Snapchat, or Reddit. We'll discuss the potential of these platforms and share a success story of a business that dared to venture into new territory.

Flexibility & adaptability are crucial— continuous learning is your key to success🏆🔑