The Magnetica Advertising Blog’s Posts of 2018

The Magnetica Advertising Blog’s Posts of 2018 Dec 23, 2018 - Marcel Odena

2018 is over and following the inertia of taking stock of 2018 of what has been accomplished, we want to summarize the articles that we have published in the Magnetica Advertising Blog . It has been many hours of dedication, thousands of words put one behind the other to weave a theory of doing good B2B marketing and take full advantage of Pay Per Click advertising. Here below, we leave you the inventory of items ordered according to their category that we have made for you and a brief summary of each of them.

1) Leads Generation

In total we have written 4 articles with this category, although almost all articles indirectly or directly address the generation of leads.

Basic concepts on lead generation for companies

We start with a more academic article about basic concepts about B2B lead generation: definition of what a lead is, a general explanation about the 2 main lead generation strategies (Inbound vs Outbound), which departments within a company are usually responsible for generating the leads (Marketing vs. Sales) and a list of definitions about metrics related to the capture of leads (CPL, MQL, SAL, Lead Scoring, etc.).

You can read the article in this link.

Strategies to generate leads for B2B companies

In the previous article we addressed a very general view about the Inbound versus Outbound strategy. In this article we will develop more widely each of these strategies, introducing two variants, Inbound Marketing complemented with techniques of Pay Per Click Advertising, and the strategy that has an entity by itself of Account Based Marketing, ideal to focus on the recruitment of specific companies as new clients.

You can read the article in this link.

How to make a good lead scoring

In this article we explain that when you start managing a high volume of leads it is advisable to apply lead scoring techniques to classify the leads according to their level of adequacy to the lead profile we are looking for. We explain how the lead scoring technique is, and what attributes are usually used to assign the score to the leads.

You can read the article in this link.

Tools for lead management

This article was mandatory to do it since, talking so much about lead management, we could not lack an article that dealt on tools to manage leads . Before diving into specific tools, we explained what to value in a lead management tool and also explained the great difference between using a lead management tool designed to sell and a lead management tool designed to do marketing. Finally we give a small list of tools for commercial use for lead management. Although there are many more, these are some that we have used and work very well.

You can read the article in this link.

>> List of articles in this category

You can check the list of articles in the link of the lead generation category .

 

2) Advertising on LinkedIn

About the topic of advertising on LinkedIn is surely about what we have written more, 10 articles. There have been many innovations and improvements in the LinkedIn platform and it is a subject in which we are specialists and we like it. Así que es normal que hayamos hablado mucho de este tema. All these articles develop and complement one of our oldest articles, the How advertising works on Linkedin, written in 2016 but fundamental to get a general idea of how advertising works on Linkedin.

5 campaigns to generate leads on Linkedin for your company

This is one of our favorite articles because it explains how LinkedIn advertising works but in a very practical way, with examples of winning campaigns to generate leads and business for your company. They are ideas of 5 types of campaigns that can be done on Linkedin, playing with segmentations to reach your ideal audience.

You can read the article in this link.

Types of ads on Linkedin

In this article we have tried to write a complete guide about all types of ads and campaigns that can be created from the LinkedIn Campaign Manager. It is a titanic task because there are many types and you can also make combinations of formats, such as the Lead Gen Form format. Surely it can be improved but we believe that we have written a fairly accurate and complete guide on the types of ads on Linkedin.

You can read the article in this link.

Series of articles on each type of ad on LinkedIn

As in a guide on the types of ads on Linkedin does not give space to recreate the details of each type of ad, we have written some specific articles on various ad formats. Some articles have been motivated because new formats appeared, as is the case of the article about the Linkedin video type ad format.
Below is the list of articles that explain in detail the following types of ads on Linkedin:

Video ads on Linkedin

Carousel ads on Linkedin

How to use LinkedIn Dynamic Ads to generate followers and leads

Series of articles related to the Linkedin Campaign Manager

Another series of articles that has had us busy, and sometimes worried, is the one that has to do with LinkedIn’s advertising tool, that is, the LinkedIn Campaign Manager.

7 functions of the old Linkedin Ads interface that the new interface should have

This article was born as a concern of some changes that we started to see with the new campaign management interface, which made things more complicated for the people in charge of managing campaigns on LinkedIn. Details as foolish as being able to change the name of a campaign without having to go into the configuration or activate or pause several campaigns at once, are some of the things that the old interface allowed and were lost in the new interface. They say that updates should maintain backward compatibility, right? Well, it is not always like that and we wanted to document all the functions of the old interface that were lost in the new interface so that the LinkedIn team could read it and take it into account. It has been 4 months since we wrote the article and we see that there are still a large part of our claims unmade. Is it because they are not important enough? Because other users do not see them as important? Maybe because there hasn’t been time within the product roadmap? Who knows.

You can read the article in this link.

Open letter: improvement proposal for the LinkedIn Campaign Manager

This article was motivated because we were invited to an event called “Linkedin Champion Agency” at the LinkedIn headquarters in London, where future changes in the campaign manager were going to be discussed and we would have the opportunity to speak with Amita Paul, product manager of LinkedIn. As we assumed that there would be many requests from the other agencies and it would be difficult to document everything by the Linkedin team, we wanted to facilitate the work and make a summary of “the wise men’s letter” that we would ask the new Campaign Manager of Linkedin. In this article you have the summary.

You can read the article in this link.

New campaign creation interface on LinkedIn (Objective-based)
Finally, the new campaign creation interface on LinkedIn appeared at the beginning of November 2018 and we wrote an article explaining what it was like, the objective-based approach of this new version and a step-by-step guide on how campaigns are created with this new interface.

You can read the article in this link.

>> List of articles in this category

You can check the list of articles in the Linkedin Advertising category’s link.

 

3) Advertising Pay Per Click (PPC)

In Magnetica Advertising we are specialists in pay-per-click advertising for B2B and therefore articles with this theme could not be missing. Here is the summary:

Pay per click advertising to attract customers (PPC)

This article aims to be the “ABC” of pay-per-click advertising. We explain the main platforms of pay-per-click advertising to do B2B marketing, we argue how the PPC contributes both to generate leads and generate business for your company and we give 4 advantages of the PPC when it comes to attracting clients for your company.

You can read the article in this link.

How to measure the origin of leads in pay per click campaigns (PPC)

This is a “must-read” article for all those who care about measuring the return on investment in advertising. In this article we explain a methodology to make the attribution of the leads according to the channel they come from. But not only this, also to make the attribution of the different interactions that the lead will have as it progresses through our sales funnel. So that at the end of everything we can calculate the sales pipeline that the PPC campaigns have generated.

You can read the article in this link

Is the PPC world sexy?

More relaxed article that wonders if it is sexy to say that you work in Marketing PPC and we identify the DNA of the professional that is dedicated to the management of pay per click campaigns (ppc).

You can read the article in this link.

How to optimize B2B pay per click campaigns

In this article we explain 6 key metrics that should be considered when optimizing PPC campaigns. Essential to get the most out of your pay per click campaigns.
You can read the article in this link.

How to use Account Based Marketing (ABM) to influence and get your ideal clients

In this article we explain what the strategy of Account Based Marketing (ABM) consists of, a strategy that puts the focus on the acquisition of certain companies as clients and dedicates its efforts to try to influence the people who decide in the purchase process in said companies.

You can read the article in this link.

Series of articles evaluating several Pay Per Click platforms

This series is surely one of the ones that has taken us the most work. This is an analysis of the advantages and disadvantages of Google Ads, Linkedin Ads, AdRoll, Twitter Ads and Facebook Ads when marketing for B2B. The result is 5 articles loaded with insights on how to take advantage of each channel to make the best possible B2B marketing:

Google AdWords (Ads) evaluation to do B2B marketing

Linkedin’s evaluation Marketing Solutions to do B2B marketing

Adroll’s evaluation to do B2B marketing

Twitter Ads evaluation to do B2B marketing

Facebook Ads evaluation to do B2B marketing

>> List of articles in this category

You can check the list of articles in the link of the Pay Per Click Advertising category.

 

4) Marketing B2B

One of our obsessions is to make better B2B marketing. In an increasingly digital world, the user is increasingly accustomed to consuming information before buying, to make a decision. And this in the business world is also like that. The person who decides in a multinational the purchase of a SaaS Software usually devotes his time before to investigate and analyze solutions. We have the full conviction that a good B2B marketing is the key to positioning correctly. In this line we wanted to explain how marketing generates business for your company, how it can be measured, how it is complemented by the work of sales teams, etc.

The limit between marketing and sales

This is an opinion article about how we see the separation between the functions of the sales department and the marketing department, and what is the metric that links marketing with sales. An almost therapeutic article for those of us who are dedicated to marketing, the tensions between marketing and sales are well known, especially if sales objectives are not achieved. This article tries to theorize about the limits between marketing and sales.

You can read the article in this link.

How marketing generates business for your company

Well done B2B marketing generates business for your company, we firmly believe it. And in this article we explain how it can be measured, we explain 2 key metrics, the direct pipeline that generates marketing and the sales pipeline influenced by marketing.

You can read the article in this link.

How to use HubSpot to measure the sales pipeline generated by Marketing

Expanding the previous article, perhaps a bit theoretical, in this article we explain how with HubSpot, marketing automation tool, we can measure the origin of the leads, the activity of the leads and the integration with another of the great CRM tools for sales, Salesforce And all this will allow us to subsequently attribute the sales that come from marketing.

You can read the article in this link.

From the need to create a strategy to push leads in the sales funnel

This article should be required reading in B2B marketing schools. It is not enough to generate leads but you have to escort the leads all the way to our sales funnel. In this article we explain it in detail, we start with a diagnosis of the problem that usually happens with lead generation techniques Top of The Funnel, to then explain how to pass the user through each phase of the sales funnel.

You can read the article in this link.

3 favorite podcasts about B2B marketing that you should listen to

In this article we explain 3 fantastic podcasts that talk about B2B marketing. They are the podcast of Jeff Sauer, Mark Schaefer and Tom Webster and the official podcast of Linkedin Marketing Solutions. 3 jewels from which we have learned many things and we explain what we like about each podcast.

You can read the article in this link.

Remarketing campaigns ideas to generate more sales

This article goes on to expand the article “push the leads in the funnel”, explaining with remarketing techniques how we can do it.
You can read the article in this link.

Good practices of Inbound Marketing to generate sales

Article more in the academic plane with 7 points that you should take care of to implement a good Inbound Marketing strategy. Essential to have a global vision of the entire field of play.

You can read the article in this link.

>> List of articles in this category

You can check the list of articles in the B2B Marketing category link.

 

5) Agency Life

In this category you will find articles that have more to do with our agency.

Anna Herrera’s presentation: PPC campaign manager at Magnetica Advertising.

In this article we introduce Anna Herrera, an addition to the Magnetica team to manage PPC campaigns. Do not miss it if you want to meet her!

You can read the article in this link.

Balance of 2018

In this article at the end of the year we make a brief summary of what Magnetica Advertising has done during 2018, some interesting figures such as the number of leads generated and turnover generated for our customers, and some final thoughts.

You can read the article in this link.

>> List of articles in this category

You can check the list of articles in the link of the category Agency Life.

 

 

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Marcel Odena

CEO at Magnetica Advertising | LinkedIn Ads Expert

Marcel Odena is the CEO at Magnetica Advertising. He's a LinkedIn Ads Expert and PPC Specialist. He enjoys working together with his clients to increase their B2B Marketing performance. He also loves nature and climbing mountains. Follow me to be connected!