In the last session of the day, Hanapin’s Director of Services, Carrie Albright, and Adstage’s Founder, Sahil Jain, discuss the steps you can take when your current paid efforts are tapped or proving ineffective. They’ll discuss the different reasons for when you need to pivot your advertising and give you valuable tactics on how to approach each situation.

1. When & How to Pivot Your Paid
Advertising Strategy
Carrie Albright | @Hanapin Sahil Jain | @AdStage

2. What We’ve Done

3. 2018 PPC Hero Summit
Why did we pivot?
● Business shifts
● Competitor landscape
● Data-based decisions

4. How did we pivot?
● Business shifts
○ Have a PLAN.
● Competitor landscape
○ Accept the challenge VS Batten down the hatches
● Data-based
○ Review tests you’ve done and have yet to do

6. Action
The act of engaging
with intent to
purchase
3
Consideration
Customer evaluation
of how you meets this
need, including the
evaluation of
competitors
2
Awareness
Customer identifies a
need and the
realization that your
business can
potentially fulfill it
1
3
2
1

8. Solution: Reframe your funnel

9. Marketing Qualified Lead (MQL)
Someone who shows interest beyond visiting your site.
He or she has downloaded an e-book or
case study, joined a webinar, etc.
Sales Qualified Lead (SQL)
Someone who has all the
information he or she needs
BUT might require a little extra push,
or tailored education, to say yes.

10. Marketing goals are
moving down-funnel
Image from Impactbnd Blog:
Defining your Sales and Marketing
Funnel and Making Adjustments

11. Getting to know your lead:
The pre-work work

12. The Plan
ABMstrategies
Omnichannel marketing
Brand Storytelling

13. Strategic
Plan Map
building
Content
Calendar Tracking
Tagging
Implement

14. The Internal Connection

15. MQL SQLs
Qualified sales leads
Nurture pipeline
Closed
Attribution

16. Marketing & sales will need to work together
Deliver high-quality leads that are
ready for sales
● Ask sales what their perfect customer
looks like, then build your strategy to
find and acquire him or her
● Develop buyer personas by looking at
your current customer base & doing
your market research
Define and agree on expectations
● Determine team and individual KPIs
● Get key players in the same room and
draw up an SLA that lists KPIs, &
when an MQL → SQL, how that
handoff happens

17. Collaborate to produce helpful collateral
See what new life you can
breathe into old pieces,
filter through what’s
working, what’s never
been touched, and why
Create a shared doc for
sales to add new
requests, feedback, and
insights on what’s
working
Sync up with sales to
see what’s needed

18. Talk
Connect
Collaborate
Meet
Hold regularly scheduled meetings to go over KPI updates, in-progress work, collateral creation, and results data

19. Trust the process and
know it will pay off!

20. Thank you for attending the
PPC Hero Summit!
#ppcherosummit