Later, Alice and her team chose to work with Subject Matter Experts. These Bb Influencers already have their own industry followings and can distribute Cognism’s content to a much larger audience. Reorganizing the Paid Ad Structure So far, we’ve talked about the Demand Generation and Content teams. But what about the PPC team? Alice sets the scene: “As we moved away from lead generation, we made a lot of our content accessible to everyone and we launched into awareness campaigns.
This was a good starting point that allowed south korea whatsapp number list us to keep things simple at first. But we noticed that this approach, too broad, had its limits. So we focused on Tofu and Bofu content, and we realized that our strategy lacked clarity. but very little strategic content. We also started to add case studies to our Bofu content, we were not promoting our product enough.
Finally, we addressed the problem of Users (Ic) vs. Decision Makers (Dm). We needed to diversify our message to resonate with those who use our product every day and those who make the purchasing decision for their team. Here's a diagram of our new paid advertising structure: Cognism's Paid Social Account Structure The model is split between Awareness and Remarketing and includes four content types with different intents and formats.