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PerspectivePerspective
Adjusting To Smaller Marketing Teams

Adjusting To Smaller Marketing Teams

I believe that marketing teams will downsize over the next few years, and this might require paid media freelancer/agencies to shift how they partner with clients. I share my perspective on what that might look like here.

Chris Konowal
Chris Konowal
FrameworkFramework
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How To Find Positioning Opportunities Using ChatGPT

How To Find Positioning Opportunities Using ChatGPT

Positioning is important for all paid media campaigns, but figuring this out isn't always easy. In this post I share the actual prompts I use to put a positioning deliverable together for clients.

Chris Konowal
Chris Konowal
Case StudyCase Study
Case Study: Branded Search Incrementality Test

Case Study: Branded Search Incrementality Test

This is an outline of my test methodology, as well as the results which helped determine whether or not this client continued to run branded paid search.

Chris Konowal
Chris Konowal
PerspectivePerspective
B2B Buyer Study & Its Implications To Paid Media

B2B Buyer Study & Its Implications To Paid Media

The B2B buyer journey isn't as simple a see ad, click ad, fill out form. As a result, catering to some of the behavioral nuances in paid media can be important to drive pipeline and revenue.

Chris Konowal
Chris Konowal
FrameworkFramework
Don't Measure Paid Search Using Only Last-Touch

Don't Measure Paid Search Using Only Last-Touch

It's not that paid search is necessarily less effective as a channel, but rather the way search is used by buyers has changed. This requires a change in how performance is measured.

Chris Konowal
Chris Konowal
FrameworkFramework
Launching New Channels With Incrementality Tests

Launching New Channels With Incrementality Tests

It can be helpful to prove the genuine impact of a campaign before substantially increasing investment.

Chris Konowal
Chris Konowal
Case StudyCase Study
Case Study: Improving Win Rate With SQL Nurture Campaigns

Case Study: Improving Win Rate With SQL Nurture Campaigns

A use case for paid media outside of net new lead acquisition.

Chris Konowal
Chris Konowal
PerspectivePerspective
Search Centric Businesses

Search Centric Businesses

It's possible to make millions of dollars using search marketing alone, but search patterns are shifting so this might call for a change in marketing strategy for some businesses.

Chris Konowal
Chris Konowal
Case StudyCase Study
Case Study: Less Is More On LinkedIn

Case Study: Less Is More On LinkedIn

Through a few simple changes I was able to increase influenced pipeline, despite targeting a significantly smaller audience.

Chris Konowal
Chris Konowal
PerspectivePerspective
When Paid Media Isn't A Good Idea

When Paid Media Isn't A Good Idea

If a marketing team doesn't have some fundamentals in place, paid media can do more harm than good.

Chris Konowal
Chris Konowal
FrameworkFramework
+1+1
Measuring Paid Search With Company Tracking

Measuring Paid Search With Company Tracking

Even when people search using "high intent" nonbrand keywords, that doesn't always mean they're ready to fill out a form then and there.

Chris Konowal
Chris Konowal
FrameworkFramework
SQL Nurture Campaigns

SQL Nurture Campaigns

SQL nurture campaigns can be a simple and cost effective way for marketers to have a positive impact on sales and revenue.

Chris Konowal
Chris Konowal
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