An Account Executive Marketing Experiment: Crafting Success from Frustration
At Metadata.io, innovation isn’t just a corporate buzzword; it’s a core practice. As an account executive, I’ve always believed that sales insights can significantly enhance our marketing efforts. Recently, I had the chance to put this belief to the test through an exciting experiment that merged sales insights with marketing execution.
Background
It all began with a team meeting where I expressed my thoughts on how our messaging and targeting in marketing campaigns could be improved. I believed that with some tweaks in audience targeting and messaging, we could see a substantial difference in our results. Abdallah, our Head of Marketing, threw down the gauntlet. He challenged me to implement my ideas in a real campaign. The task was clear but daunting: run a marketing campaign using Metadata’s platform, with a budget of $10,000, and demonstrate the potential improvements within a week.
Setting Up the Campaign
With the help of the marketing team, Jess, our marketing strategist, we got started. Jess emphasized the importance of audience size, pointing out that small audience sizes could affect delivery, especially given our limited timeframe to deliver the experiment.
Campaign Structure:
- Audience: A combined audience of retargeting and account list
- Budget: $10,000
- Duration: 1 week
- Messaging: Three different ads with distinct messaging focused on:
Execution and Insights
The process was eye-opening. Here are some key insights I gained:
- Audience Size: Initially, I wanted to segment audiences narrowly. However, I learned that smaller audience sizes could affect delivery and prevent us from spending the budget effectively. We needed a decent audience size to ensure the ads were seen and the budget was utilized.
- Hands-On Learning: Setting up and managing campaigns was intricate. Jess guided me through the technical aspects, but the experience allowed my creativity to shape the campaign. I now have a deeper appreciation for the complexities of marketing.
- Metadata Optimizer: Metadata’s platform automatically adjusted budget allocations based on performance, ensuring efficient use of the budget and minimizing manual intervention.
Results
The results were both surprising and enlightening. Despite my initial belief that the video ad would perform best, it was the quote-focused ad that generated the most leads. Here’s a quick breakdown:
- Video Ad: Generated one high-quality lead, which turned into a qualified opportunity.
- Quote Ad: Outperformed other ads in terms of lead volume and cost per lead (CPL).
Overall, the campaign generated 22 leads at an average cost per lead (CPL) of $420.
Lessons Learned
- Importance of Messaging: The experiment reinforced the need to tailor messaging to the audience. The quote ad resonated well with our target audience, indicating the value of precise and relatable messaging.
- Collaboration is Key: The experiment showcased the power of collaboration between sales and marketing. By leveraging my sales insights and marketing expertise, the campaign achieved impressive results.
In conclusion, this experiment was more than just a marketing campaign; it was a learning journey that underscored the synergy between sales and marketing. At Metadata.io, we believe that such innovative approaches are crucial to staying ahead in the competitive landscape of B2B marketing. Stay tuned for more updates as we continue to explore new ways to integrate sales and marketing for better results.
