The document discusses mapping advertising strategies across different platforms like Google, LinkedIn, and Facebook to different stages of the marketing funnel from awareness to consideration to decision. It provides examples of ad types that work best at each stage on each platform, such as using display or YouTube ads on Google for awareness or search ads for consideration. The key takeaway is to understand how audiences interact with each platform, map content to the stages of the funnel, and identify which ads can move users to the next stage. The goal is to drive successful outcomes like increasing conversion rates and reducing customer acquisition costs.

1. @SPEAKERNAME/#SMX
Ad Messaging Throughout the Funnel
and Across Platforms:
What’s Driving Success in B2B?
@AndreaCruz92
KoMarketing

2. @SPEAKERNAME/#SMX
@AndreaCruz92
KoMarketing

3. @SPEAKERNAME/#SMX
@AndreaCruz92
KoMarketing

4. @SPEAKERNAME/#SMX
@AndreaCruz92
KoMarketing

5. @SPEAKERNAME/#SMX
• Associate Director of Digital Marketing at
KoMarketing
• PPC in all shapes and forms
• Top 50 most influential PPC Expert in 2019 and 2020
by PPC Hero
• Board Member of the Paid Search Association
• Born and Raised in Venezuela
Hola!
@AndreaCruz92
KoMarketing

6. @SPEAKERNAME/#SMX
• Traditional vs. Modern
Funnel
• Content and the Funnel
• Ad Types per Funnel
Stage
Today’s Plan
KoMarketing

7. @SPEAKERNAME/#SMX
• Traditional vs. Modern
Funnel
• Content and the Funnel
• Ad Types per Funnel
Stage
Today’s Plan
KoMarketing

8. @SPEAKERNAME/#SMX
Marketing Funnel
@AndreaCruz92
KoMarketing

9. @SPEAKERNAME/#SMX
@AndreaCruz92
Traditional Marketing Funnel
KoMarketing

10. @SPEAKERNAME/#SMX
@AndreaCruz92
HubSpot: The Flywheel Model
KoMarketing

11. @SPEAKERNAME/#SMX
What do we really do with these
funnels?
@AndreaCruz92
KoMarketing

12. @SPEAKERNAME/#SMX
What do we really do with these
funnels?
Most Marketers... Do Nothing
@AndreaCruz92
KoMarketing

13. @SPEAKERNAME/#SMX
@AndreaCruz92
Great Marketers Map Their Content
KoMarketing

14. @SPEAKERNAME/#SMX
84% of B2B content marketers use
paid distribution channels
@AndreaCruz92
KoMarketing
2020 Content Marketing Institute Research

15. @SPEAKERNAME/#SMX
Content Types
@AndreaCruz92
KoMarketing

16. @SPEAKERNAME/#SMX
Blogs Videos Whitepapers Infographics Case Studies
Webinars eBooks Testimonials Brochures
Product
Sheets
Top 10 Lists Surveys Newsletters Events Quizzes
Calculators
Comparison
Guides
Podcasts Checklists UGC
@AndreaCruz92
KoMarketing

17. @SPEAKERNAME/#SMX
70% of professionals view at least 3-
pieces of content before making a
purchase
@AndreaCruz92
KoMarketing
2021 BrightTalk Benchmarks Report

18. @SPEAKERNAME/#SMX
@AndreaCruz92
Prepare for Madness
KoMarketing

19. @SPEAKERNAME/#SMX
@AndreaCruz92
Prepare for Madness
KoMarketing

20. @SPEAKERNAME/#SMX
@AndreaCruz92
•
Awareness
•
Consideration
•
Decision
KoMarketing

21. @SPEAKERNAME/#SMX
@AndreaCruz92
• Videos, infographics, blogs, quiz,
calculators, reports
Awareness
•
Consideration
•
Decision
KoMarketing

22. @SPEAKERNAME/#SMX
@AndreaCruz92
•
Awareness
• Interactive demos, eBooks, case
studies, webinars, whitepapers
Consideration
•
Decision
KoMarketing

23. @SPEAKERNAME/#SMX
@AndreaCruz92
•
Awareness
•
Consideration
• Actual demos, comparison guides,
product sheets, product webinars
Decision
KoMarketing

24. @SPEAKERNAME/#SMX
@AndreaCruz92
• Videos, infographics, blogs, quiz,
calculators, reports
Awareness
• Interactive demos, eBooks, case
studies, webinars, whitepapers
Consideration
• Actual demos, comparison guides,
product sheets, product webinars
Decision
KoMarketing

25. @SPEAKERNAME/#SMX
@AndreaCruz92
KoMarketing

26. @SPEAKERNAME/#SMX
@AndreaCruz92
KoMarketing

27. @SPEAKERNAME/#SMX
@AndreaCruz92
By mapping the content of a B2B client, we
were able to:
• Identify content gaps
• Increase conversion rates by 3X
• Slash CPL by half
KoMarketing

28. @SPEAKERNAME/#SMX
@AndreaCruz92
By mapping the content of a B2B client, we
were able to:
• Identify content gaps
• Increase conversion rates by 3X
• Slash CPL by half
KoMarketing

29. @SPEAKERNAME/#SMX
Ad Platforms and the Funnel
@AndreaCruz92
KoMarketing

30. @SPEAKERNAME/#SMX
@AndreaCruz92
Google Ads
KoMarketing

31. @SPEAKERNAME/#SMX
@AndreaCruz92
LinkedIn Ads
KoMarketing

32. @SPEAKERNAME/#SMX
@AndreaCruz92
Facebook Ads
KoMarketing

33. @SPEAKERNAME/#SMX
@AndreaCruz92
Once Upon a Time
KoMarketing

34. @SPEAKERNAME/#SMX
@AndreaCruz92
Baby Andrea
KoMarketing

35. @SPEAKERNAME/#SMX
@AndreaCruz92
Started Mapping Platforms +
Funnel
KoMarketing

36. @SPEAKERNAME/#SMX
@AndreaCruz92
KoMarketing

37. @SPEAKERNAME/#SMX
Let’s Dig Deeper
@AndreaCruz92
KoMarketing

38. @SPEAKERNAME/#SMX
@AndreaCruz92
•
Awareness
•
Consideration
•
Decision
KoMarketing

39. @SPEAKERNAME/#SMX
@AndreaCruz92
• Google Ads: Display,YouTube, Search Ads, Discovery
• LinkedIn Ads:Text Ads
• Facebook Ads:Video Ads, Carousel, Collection
Awareness
Consideration
Decision
KoMarketing

40. @SPEAKERNAME/#SMX
@AndreaCruz92
• Google Ads: Display,YouTube, Search Ads, Discovery
• LinkedIn Ads:Text Ads
• Facebook Ads:Video Ads, Carousel, Collection
Awareness
• Google Ads: Search Ads, Shopping Ads
• LinkedIn Ads: Sponsored content, Conversation Ads, Inmail
• Facebook Ads: Basically everything
• Remarketing in all shapes
Consideration
•
Decision
KoMarketing

41. @SPEAKERNAME/#SMX
@AndreaCruz92
• Google Ads: Display,YouTube, Search Ads, Discovery
• LinkedIn Ads:Text Ads
• Facebook Ads:Video Ads, Carousel, Collection
Awareness
• Google Ads: Search Ads, Shopping Ads
• LinkedIn Ads: Sponsored content, Conversation Ads, Inmail
• Facebook Ads: Basically everything
• Remarketing in all shapes
Consideration
• Google Ads: Search Ads, Shopping Ads
• LinkedIn Ads: N/A
• Facebook Ads: Single Image, Carousel
Decision
KoMarketing

42. @SPEAKERNAME/#SMX
@AndreaCruz92
KoMarketing

43. @SPEAKERNAME/#SMX
@AndreaCruz92
• Google Ads: Display,YouTube, Search Ads, Discovery
• LinkedIn Ads:Text Ads
• Facebook Ads:Video Ads, Carousel, Collection
Awareness
• Google Ads: Search Ads, Shopping Ads
• LinkedIn Ads: Sponsored content, Conversation Ads
• Facebook Ads: Basically everything
• Remarketing in all shapes
Consideration
• Google Ads: Search Ads, Shopping Ads
• LinkedIn Ads: N/A
• Facebook Ads: Single Image, Carousel
Decision
AdType Content to Use
KoMarketing

44. @SPEAKERNAME/#SMX
• Understand how your audience interacts
with each platform
• Map your content
• Identify the key stages in your funnel
– Which ad will make users go to the next stage?
@AndreaCruz92
KoMarketing
Takeaways

45. @SPEAKERNAME/#SMX
SEE YOU AT THE NEXT SMX!
@AndreaCruz92
KoMarketing