Articles

B2B Marketing

Google Ads vs LinkedIn Ads for B2B Marketing: A Comprehensive Comparison

As a business owner or marketing professional, you know that advertising is a crucial part of promoting your products or services. Specifically, for B2B marketing, two platforms that stand out are Google Ads and LinkedIn Ads.  With so many advertising platforms to choose from, it can be difficult to decide which one is right for …

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Bottom Funnel Strategy

How to Increase Market Share With Bottom Funnel Strategy?

Let’s assume you are an email automation tool provider for e-commerce sites – if you had the resources to advertise to only one customer, who would you choose from the following:  Someone who is searching for “Email Marketing”  Someone who is searching for “Email Automation Tools”  Someone searching for “Email Automation Tool for E-Commerce sites” …

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Smart Bidding

Should You Really “Upgrade” to Broad Match + Smart Bidding in Google Ads?

Google has been pushing the upgrade to Broad Match + Smart Bidding for quite some time now. But we at Fantom believe that the push might be misleading for the new advertisers. Let’s explore why we think so.  Google Ads is undoubtedly one of the most popular PPC platforms to date. Thanks to its sophisticated …

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Google Ads

Do Google Ads Work? 3 Reasons Why Paid Search Is More Relevant Than Ever

Most founders have a common misconception about the relevancy and performance of Google Ads. They think that, despite being the number one Ad Network globally, Google Ads won’t work for them. This misconception is due to one of the following four assumptions:  Only big brands with an international presence can get results from this platform. …

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Lead Waterfall

The Lead Waterfall: How to measure your pace to goals (and what to do when it’s going wrong)

Analytics plays a pivotal role in your SaaS marketing. As a SaaS startup, you forecast your growth and the number of leads to acquire in a given period. It not only helps you to keep things on track but also ensures optimal growth through proper goal-setting.  But the problem is, that your growth and sales …

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Marketing Budget

What Most SaaS Companies Get Wrong About Marketing Budgets⁠—and the Data-Based Method for Finding the Right One [Plus: calculator for your budget]

Most SaaS companies get their marketing budgets wrong. They underinvest and don’t utilize the full potential of their market – or in the worst case, they invest reasonable amounts but don’t get enough ROI.  Over the recent years, SaaS B2B (and B2C) companies have developed a standard metric for the success of an optimal marketing …

What Most SaaS Companies Get Wrong About Marketing Budgets⁠—and the Data-Based Method for Finding the Right One [Plus: calculator for your budget] Read More »