Adriel AdOps | Ep02 | B2B Growth Marketing Framework, ChatGPT Plug-in for GA4, GTM strategies

Hello there! Welcome to Adriel’s AdOps newsletter, where 6300+ marketers get some of our best insights on ad operations, digital marketing, and marketing automation every month in an easy-to-digest email format. 

Once upon a time, we were a small startup with a big dream. 

In less than 6 years, we grew Adriel from 0 to 300+ high-ticket customers, including big names like LG, Decathlon, and Harley Davidson. And now, we’re proudly serving amazing marketers like you.

If you’re in B2B SaaS (or any other industry) and are looking to get high-ticket clients, we recently wrote a blog post on our 9-step Growth Marketing Framework on how exactly we did it. No strategy is a one-size-fits-all, but we hope you can get something out of our trials and tribulations. 

Here’s what we covered:

• Finding Product-Market Fit + your early adopters
• Keeping customers happy with a killer onboarding pipeline
• Building a moat of community around your brand
• Collecting customer success stories
• Tracking metrics that matter
• Investing in SEO and mastering Google Search Ads 

Get it all in this blog post.

⚡Power Up Ad Operations: 3 Tips 

From creating ads to optimizing campaigns, adops can be incredibly time-consuming and mentally-taxing. Every month, we share tips and tricks in this section to make it just a little easier.

1) Optimize your paid ads’ Quality Score (QS) to increase the ROI of B2B paid search, says Performance Marketer (and also our paid ads partner), Roman Krs. If your QS score is below 3, aim to improve it to 5 to 7 to increase ROI. 

Although Google didn’t specify how they calculate the QS, they did share which components they look out for, such as expected clickthrough rate (CTR), ad relevance, and landing page experience. Knowing those components, here are some ways to optimize for the QS:

✅Insert dynamic keywords

✅Improve your Ad copy and USPs

✅Optimize for page speed and UX (especially mobile)

2) ChatGPT plugin for Google Analytics 4. GA4 is here! How are you coping with it? Many marketers have complained about its 'terrible' user interface and missing reports. A Search Engine Land survey found that one-fifth of marketers plan on using other tools or have not set up GA4.

Fortunately, there’s an AI-powered ChatGPT plugin called Avian that can help you navigate GA4.

You’ll need a ChatGPT Plus account to connect to Avian. Once you’ve connected to the plugin, you can start asking questions related to visitor demographics, traffic acquisition, engagement, and conversions, and set up your reports easily.

3) Make account-based marketing (ABM) work for you instead of unintentionally turning ABM activities into lead generation campaigns. 

Andrei Zinkevich, Co-Founder of Fullfunnel.io, gives these 5 actionable tips to improve account-based marketing:

▶️Analyze all demand gen activities to define accounts that demonstrate engagement.

▶️Research to identify the needs of each account and all buying committee members.

▶️Determine which stage of the buying process the account is.

▶️Match your value proposition with identified needs and create individual offers.

▶️Find appropriate warm up and activation playbooks to create awareness in target accounts.

📖 What digital marketers are buzzing about

1) B2B Paid Social Benchmarks by Metadata.io. A bit old but this is a great go-to guide for your LinkedIn or Facebook ad campaigns. Here’s a very (very) condensed version:

2) 2023 Artificial Intelligence (AI) Marketing Benchmark Report. Marketers have been buzzing about AI nonstop since ChatGPT launched in November 2022. This Influencer Marketing Hub report shares insights from 2,700+ marketing industry professionals. Some key insights:

✅ Three out of five marketers have used AI in marketing operations, with two-thirds of those marketers using AI in content production.

✅ Over half of respondents (54.5%) believe AI will improve marketing, but 71.2% of marketers believing that AI can outperform humans at their job.

✅ There’s a potential to increase AI spend marketing budgets. Forty percent of marketers say they’ve spent less than 10% on AI-driven marketing, but nearly 20% of marketers have allotted over 40% of their budgets to AI.

3) Will ChatGPT take over our jobs? Eric Mayhew, Co-Founder and President/Chief Product Officer at Fluency, argues no. He says AI is not meant to replace human creatives and strategists but automate repetitive tasks and improve efficiency and performance, allowing creative professionals to free up their time for more strategic and problem-solving activities. 

🔦Behind the Adriel Team

WHO: Jeremy Ross
ROLE: Director of Sales

Early July, we welcomed Jeremy as our Director of Sales, and we sat down to pick his brain on GTM strategies and AI.

1. What are you most looking forward to at Adriel? 

I’m excited to capitalize on the burgeoning potential of the North American market, specifically in the realm of AI-assisted advertising.

The shift towards digital advertising is accelerating, and I believe Adriel, with its unique AI-driven solutions in the roadmap, is poised to lead this change. 

I'm also enthusiastic about working with a team that's as dedicated and innovative as I am!

2. Give us one (or three) of your best GTM tips.

(1) Deeply understand the customer's journey and make sure a new facet of our product is presented at every critical touchpoint (revealing more value along the way). 

(2) Consistent and effective communication within the team and with stakeholders to ensure everyone is aligned and agile.

(3) Be data-driven in every decision, from customer segmentation to campaign optimization.

3. How is AI helping sales processes and teams? 

AI has been pivotal in making sales processes more efficient and data-driven. 

For example, AI algorithms can now predict customer behavior, allowing sales teams to tailor their strategies accordingly. 

Looking ahead, I think AI will be capable of further personalizing the sales process, delivering bespoke experiences that feel individual to each client. The confluence of AI and sales is still in its early days and the possibilities are vast.

4. Will AI ever take our jobs?

It’s true that AI is advancing rapidly but I don’t think it’s going to take everyone's jobs. 

Instead, it will change the nature of many jobs, requiring new skills and fostering new roles that we may not have even conceived of yet. AI can automate repetitive tasks, freeing us humans to do what we do best: think creatively, strategize, and build meaningful relationships.

5. What are you obsessed with right now?

I'm currently obsessed with the book 'AI Superpowers' by Kai-Fu Lee. It's a thought-provoking exploration of how AI is changing the global economic landscape. 

Not only does it align with my professional interests, but it also provides valuable insights into how AI will shape the near future, which I believe has already made a macro level impact in the way people buy across the world.