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Mark Saltarelli On What We’re Missing With Marketing, Structuring Campaigns and CRM Data

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Mark Saltarelli

Mark Saltarelli and I spoke about his history and about B2B digital marketing in part one; it was super interesting, so make sure to listen to that. In part two, we talk about customer misses, structuring campaigns, and data.

We dove into some examples of what a typical B2B customer misses with this, and he said many companies forget to exclude their own customers in these efforts. Why was the ad spent on existing customers when they are already customers? They also don’t do a great job of segmenting their lead databases, and they don’t target to speak to segments of those leads with special messaging. He also spoke about close-lost opportunities; if you make advances to your product, reconnect with those closed opportunities because they may be happy with your product today.

We then spoke about structuring your campaigns around B2B. Make sure to categorize your campaigns not just by topic but also think about segmenting the campaign by the level of intent. He talks through some technical actions you can take to actually accomplish this. Also, look at verticals that you can segment to and separate out broad match from your other match types so you can control spending better.

Mark explained he doesn’t have the data he wants and needs; about 40% of that data is gone, and it will probably worsen. But he said if you can capture it in your CRM, then you can pick up patterns on keywords that map better than others. So that is one other reason to capture it all in your CRM software so that you can see the trends. It is pretty insane what you can do to dive in within each lead to see what the conversation was with the sales representative.

Finally, he said he is just as much or a bit more in the weeds when it comes to the campaigns he worked with. But now he has more access to the data, in real-time, now that he works in-house. He can speak to the right people in almost real-time to surface concerns he has about the health of the funnel and to really drive better marketing outcomes. When he was in an agency, he had less control over all of this. It is less about providing recommendations as an agency would do and more about acting on the data now that he is insane.

Follow Mark on Twitter @marketingbymark or on LinkedIn by finding Mark T Saltarelli.


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Forum discussion at YouTube.



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Daniel Waisberg Hosts Lizzi Sassman & Martin Splitt At Google Tel Aviv

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Daniel Waisberg Hosted Lizzi Sassman & Martin Splitt At Google Tel Aviv

A couple of months before John Mueller visited Daniel Waisberg at the Google Tel Aviv office, Lizzi Sassman and Martin Splitt of Google did as well. Here are the three smiling on the streets of Tel Aviv.

This was shared a while back on Twitter.

This post is part of our daily Search Photo of the Day column, where we find fun and interesting photos related to the search industry and share them with our readers.



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Google Ad Revenues Down 3.6% Year Over Year

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Google Earnings Stock

Google reported earnings last night and their ad revenue not only slowed but was technically lower year over year. Google’s ad revenue was down about 3.6%, while total revenue was up just around 1%.

Here is the snippet from the earnings report showing that:

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Remember, Microsoft reported earnings the week prior and showed slowed growth but still growth. Microsoft Bing Ads grew 10% last quarter.

Here is a look at Google’s earnings numbers for the past 3 years:

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You can see that Q4 2021 was higher than Q4 2022!

Ruth Porat, CFO of Alphabet and Google, said: “Our Q4 consolidated revenues were $76 billion, up 1% year over year, or up 7% in constant currency, and $283 billion for the full year 2022, up 10%, or up 14% in constant currency. We have significant work underway to improve all aspects of our cost structure, in support of our investments in our highest growth priorities to deliver long-term, profitable growth.”

Hence the mass Google layoffs to cut costs and increase profit. Keep in mind, Google’s profit was insane – $18 billion, that is $1 billion in profit per week! Sure, Google’s net income was down 34% year over year, so I get Wall Street.

Forum discussion at Twitter.



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Microsoft Bing ChatGPT Search Interface Screenshots?

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Bing Chat

Owen Yin shared some screenshots of what he said he saw on the Microsoft Bing website. It looks like the beta version of the upcoming ChatGPT features that we are all expecting Bing to announce in the coming weeks (maybe even this coming Tuesday).

Owen shared these screenshots on Twitter and then posted more details on Medium.

Here is the home page screenshot that widens and enlarges the search box and says “Ask me anything”:

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Here is his screenshot of the results, the answers being returned:

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And here is the GIF he made of this:

Bing Search Chat Interface

It would not surprise me if this is being tested in the wild by Microsoft Bing, as all the evidence leads to a big announcement about this type of feature being released sometime in the next week or so.

Forum discussion at Twitter.



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