Build a consistent pipeline with a proven paid media strategy
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In this episode of the Tekpon SaaS Podcast, host Cristian Dina welcomes Sam Viskovich, the founder of UTTR, a B2B performance marketing agency specializing in SaaS and tech companies. The conversation centers on building a consistent pipeline with a proven paid media strategy.
How does UTTR help B2B startups?
Sam opens the discussion by introducing UTTR (Up and To The Right), explaining that it is a B2B performance marketing agency focused primarily on paid marketing for SaaS and tech companies. A key premise of UTTR’s strategy is that paid marketing is most effective when complemented by other elements such as revenue operations, creative work, and website optimization. The main problem UTTR aims to solve for B2B companies is how to achieve predictable pipeline growth, emphasizing that while marketing can’t always be directly accountable for revenue, it should be accountable for generating a robust pipeline.
Cristian inquires about the ideal client profile for UTTR, to which Sam responds that companies at the Series A or B funding stages are their sweet spot. These companies often have a marketing resource in-house and have shown some customer traction, making them ready to invest in proven growth methods. However, Sam clarifies that companies with a mature mindset towards paid advertising can work with UTTR even if they are at an earlier stage.
On the topic of whether companies need to have prior experience with paid advertising before engaging with UTTR, Sam notes that it varies. Around a third of their clients have no prior experience, another third have tried and need improvement, and the final third have experienced success and are looking to scale further.
When should you start doing paid media?
Addressing skepticism about the effectiveness of paid media in the B2B space, Sam asserts that while it can work for most B2B companies, its success varies by degree. He likens paid advertising to a distribution channel that can amplify a company’s core message faster. Cristian and Sam also discuss different channels like LinkedIn, Google, Facebook, Instagram, and TikTok, highlighting that the audience and product price points significantly influence the choice of platform. Sam also mentions the often-underutilized potential of paid media publications in reaching niche audiences.
Sam delves into the process UTTR follows when onboarding a new client, especially a Series A company with no prior paid advertising experience. He identifies five foundational elements necessary for effective B2B marketing: solid positioning, a clear target market, a strong brand identity, an effective website, and robust revenue operations to measure impact. Without these elements, even the best-paid marketing efforts would fall short. Once these foundations are in place, UTTR focuses on balancing long-term brand building with short-term demand capture, emphasizing the importance of creative strategy and testing.
Execution is a vital part of UTTR’s service, with Sam stressing that his team does more than just consult; they are hands-on in building and managing campaigns. He acknowledges AI’s growing role in paid advertising, noting its current limitations but acknowledging its potential for significant impact in the near future.
The episode concludes with Sam discussing the broader changes and opportunities in B2B marketing, brought about by AI, remote work trends, and the evolving economic landscape. He encourages marketers to view these changes as opportunities for innovation and growth. Cristian wraps up by thanking Sam and highlighting the valuable insights shared throughout their conversation.