Should I stay or should I GEO now? The big SEO vs AI search debate
One year on from GEO’s cat-among-the-pigeons arrival, many B2B marketers rem…
One year on from GEO’s cat-among-the-pigeons arrival, many B2B marketers remain at an impa…
Read moreCreativity x insights = effectiveness
Campaigns
With limited marketing budgets at your disposal but lofty ROI expectations on your shoulders, you need to feel confident that every campaign will deliver. Creativity is all-important but decisions must be backed by audience-centric data for fine-tuned digital (and analogue) experiences that generate brand awareness, leads and all-important conversions.
Performance marketing
Performance campaigns that pay off
From targeted ad campaigns to conversion-optimised marketing automation, your board needs to see a quick return on media investment and measurable results that move your business forward.
Performance-driven strategies and campaigns must be engineered and constantly finetuned around the metrics that matter to your business – from awareness, to leads, to sales.
In short, it’s about calculating the right mix of channels, platforms, targeting criteria, creative execution and whatever it takes to ensure your audience engages meaningfully with your brand. Beneath can help with that.
The right performance marketing approach
We can help with anything from planning, creating and managing full ad campaigns, to finessing conversion-optimised landing pages. Reducing the cost of customer acquisition is within the remit too.
Whatever your brand needs, it’s important to put every campaign component under the microscope, right down to the form awaiting your users’ details.
This demands deep experience with all the platforms and practices that entails: MAPs, CRMs, paid media, ABM, reporting and BI, SEO, A/B testing and optimisation. We have it all covered.
Smart thinking informed by data
There’s no place for guesses or ill-informed gambles in performance marketing. At Beneath, our performance campaigns are built on insights – assessed in the context of ever-evolving best practices, and informed by the combined experiences of a multi-disciplinary marketing team.
Leaving no stone unturned and no asset underperforming, we exhaustively optimise and A/B test formats, copy and creative to land on your winning formulas.
Search Engine Optimisation (SEO)
B2B SEO that gets results
By truly understanding your target audience’s pain points (our positioning process helps with that) you can generate a pipeline of sales opportunities faster than you might imagine.
From B2B SEO to sales wins
Conventional wisdom in B2B content marketing has been to focus on the top of the funnel before the bottom in order to ‘make some noise’ and ‘get our brand out there’. This is fine.
But at Beneath, we like to first help clients focus on content and keywords that have a high chance of being consumed by people who are looking for a solution your product offers. It’s the fast track to demos, trials and sales.
B2B SEO content that converts
Search algorithms reward pages that provide genuine value and keep people engaged. Beware because, by definition, AI-generated content can’t deliver content that stands out. And keyword stuffing is no longer a sensible optimisation strategy.
So the task at hand is to understand your audience’s challenges and produce content that helps overcome them. When you know the distinct value you offer to a specific type of customer with a particular need (our positioning process helps with that) generating SEO content that converts becomes so much easier.
Talk to us about SEOAccount based marketing
Ah, account-based marketing…a tactic so damn powerful some agencies build their whole propositions around it.
But great ABM campaigns take more. First you need to lay the foundations of customer research, strategy, positioning and messaging (which is where many agencies fall down). Only then comes the campaign planning and creative execution.
From programmatic ABM, to ABM lite
The trick is to rigorously establish the right accounts for your brand’s needs, then work out who you want to speak to and how many of them – whether it’s a one-to-many (programmatic) campaign, one-to-a-few, or one-to-one.
Then it’s about using your positioning work to unpick what makes them tick, and work out what you should be saying to each of them.
Delivering value, creatively
A technically well planned and well executed ABM campaign will raise the likelihood of your audiences leaning in and listening. But offering them exactly the right value and applying creativity to help move and motivate them makes the real difference.
In short, great ABM is effectively a personalised form of content marketing, which requires an extra dash of campaign-building wizardry. We can help with that.
Talk to us about ABMPaid advertising (PPC)
Save PPC budget and deliver ROI with optimised campaigns
To reduce acquisition costs and improve ROI, every element has to work together: landing pages, forms, nurture flows, and conversion tracking.
We treat PPC as part of a wider campaign system, continually optimising performance through testing and iteration.
Smarter targeting and better outcomes
We ground all of our campaigns in deep audience understanding. Whether you need to target high-intent buyers through search, reach niche audiences through LinkedIn, or you simply have no idea where to start. We can help you figure out what works.
Click-earning creative
Technically sound campaigns are only part of the PPC story. B2B audiences like yours yearn for content that answers their questions and helps them do their jobs better. But even that’s not enough. To get them to read and remember it, takes craft and creativity. In short, our multi-disciplinary teams of digital markers, copywriters and designers work with you to ensure your ads and content convert and – ultimately – generate a healthy ROI.
Talk to us about PPCTestimonials
The next steps
Sometimes Beneath acts as a plug-in marketing agency for tech scale-ups. Sometimes we support B2B giants with global campaigns. Get in touch to find out whether we’re a good fit for you.
Get a taste of our campaigns know-how
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