Today, Mike is joined by marketing coach Garrett Mehrguth, founder and CEO of the marketing agencies Directive and Abe, to discuss online advertising, in particular LinkedIn. He has spent over $68 million testing and developing LinkedIn ad strategies, including for clients like Uber and AWS. Today, he breaks down the critical elements of creating ads that actually book meetings, rather than just generate vanity metrics. KEY TAKEAWAYS To grow you need to be strategic, data-driven, and constantly evolve your marketing approach based on actual results and customer behaviour. Invest at least $10,000 per month, any less is not enough to test and learn from campaigns. Who you target really matters. Garrett shares several innovative ways to find exactly the right type of company and person to target. Focus on and target directors and VPs instead of C-suite executives. Use 15 second videos, why this works will surprise you. Create direct response ads with a "sandwich" approach - start and end with an incentive, with value proposition in the middle. Track full pipeline metrics, including your demos, don´t miss anything out Using gift cards (around $100-$105) is an effective way to generate sales meetings, especially for B2B companies. LinkedIn is too expensive to just do brand advertising and content promotion. Don't rely solely on LinkedIn, consider other platforms. BEST MOMENTS 11:10 "You get what you pay for. You can´t pay minimum and expect maximum, life doesn't work like that." 23.59 “Founders shouldn't be worried about list building and media buying, and they should probably spend $60,000 at least to have someone do it for them.” 29.36 “The key to doing this is you want to use a 15 second video.” 39.19 “The first principle of marketing is that I want the right person from the right company to be so interested in my service that they hear my pitch.” 54.18 “A person has so many characteristics to them that are all advertisable to, but certain humans are more expensive than others to reach. So, the further you go down the hierarchy of an organisation, the cheaper it is to advertise to them.” 1:10:35 "Most marketers are like sheep instead of cowboys. We do a lot better for ourselves and are more impactful, make more money and create more value for our companies, if we think creatively and independently and we just did the opposite of everyone else." If you enjoyed the show, please do me a favour - Hit that subscribe button and send me your growth challenges at https://masteringtechgrowth.com . I really want to know what you're working on and what keeps you up at night. ABOUT THE GUEST https://www.linkedin.com/in/garrettmehrguth ABOUT THE HOST Meet Mike, a seasoned tech entrepreneur and visionary with over two and a half decades of invaluable experience in founding and scaling successful tech start-ups. Mike brings a wealth of firsthand knowledge, and a deep understanding of the challenges faced by entrepreneurs and tech professionals. As a host, Mike is dedicated to sharing actionable insights, strategies, and stories gathered from conversations with industry leaders, innovators, and experts. With a remarkable ability to distil practical wisdom from guests, Mike curates engaging discussions that resonate with both aspiring entrepreneurs and seasoned professionals. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
