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How B2B Startups Scale Advertising Beyond Google Ads & LinkedIn with Phil Parrish – FiredUp! Podcast

In this episode of the FiredUp! podcast, Phil Parrish shares the role of PR and SEO in a comprehensive marketing strategy and actionable steps you can take right now to expand your reach beyond traditional channels and test new platforms.

_Phil Parrish is the Co-founder and President at PrograMetrix, a highly specialized and performance driven programmatic advertising agency. He leads the vision and strategic growth of PrograMetrix while also dedicating time to provide executive level support for the agency’s growing roster of clients. Phil has spent the past 15 years of his career working within the digital marketing industry on the advertising technology and agency sides._

Phil, Morgan, and Nicole discuss:

Move Beyond the Duopoly: Don’t limit your media budget to just Google Ads and LinkedIn. Effective B2B advertising at scale requires a robust multi-channel approach that includes platforms like streaming audio, Digital Out-of-Home (DOOH), and specialized content syndication partners.

Unlock Precision Targeting with CRM Data: Retargeting and ABM are most effective when powered by your first-party CRM data. Using this data, you can build a more precise, high-intent audience segment, making your ad spend significantly more efficient.

Programmatic is Essential for New Channels: To access emerging channels like streaming audio and DOOH, programmatic advertising is the key. Programmatic DSPs (Demand-Side Platforms) allow you to apply the same data-driven rigor and AI optimizations to these platforms as you do to standard digital channels.

Don’t Skimp on Creative Development: As you expand to a multi-channel program, your creative development needs to adapt. A campaign that works on LinkedIn will not work on streaming audio or a billboard. Invest in tailoring your assets to meet the unique requirements and audience consumption patterns of each new platform.

Challenge your team today: Audit your CRM data and identify how you can use it to build your most precise, high-intent audience segment. Then, find one new programmatic channel (like streaming audio) to reach that segment outside of the usual duopoly.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

Original source: https://www.firebrand.marketing/podcast/b2b-advertising-beyond-google-ads-linkedin-phil-parrish

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