Marketers of Technology
00:16:47 · Travis Cameron
[00:16:47] S0: Yeah. So we actually just, wrapped up one. We called it the I Use ACD campaign. And so this brought in a few new elements for us. One, it was a heavily social proof campaign. So we actually spent time at the AIA Conference in June and before that filming about 20 different testimonial videos from our customers. We then used that to actually feature in this IUse ACD campaign with different quotes, different results, different ROI statements from these individuals. We then targeted that by our ICP, so architect, general contractor, subcontractor, owner, landing pages, and different purchase funnels all the way through. We also almost doubled the number of channels that we ran this across. So as I said, we were traditionally working predominantly in the Google, LinkedIn meta ecosystem. For this one, we actually expanded it into Spotify with audio ads, into CTV, where we used Vibe, into TikTok to expand. And so it actually delivered far and above our best months, or two months span, since we've been running that campaign. So that was really exciting to see drove about, of the new users that we signed up over those period, about 80% of them were part of the audiences that we had just gone out and like purchased and created with this. And so that was really the proof point back to us of they might not have clicked, like done a direct click through from the ad to purchase, but they hadn't bought from us before and they were part of this prospect database and first party targeting plan. That's really where I say, Hey, that's where I connected up. That's what success looks like. We're we're driving a lot of incremental new users who had not bought from us before through this campaign, both on the targeting and then the creative aspect of it.
00:18:38 · Andres Figuera, Travis Cameron
[00:18:38] S1: Okay. No. And those are some channels I wasn't expecting to work so well for you guys because Spotify ads and that stuff, I wasn't aware that there might be a lot of people who really are listening to Spotify every day, but specifically the target audience that you're looking for. That is amazing, man. So congratulations for that. [00:18:53] S0: Yeah. Thank you. Thank you. I think it... That's where it starts for me, though, is like you start with your audience. And so by us spending the time and the money to build out that prospect database of first party users that sit inside of our target addressable market, our TAM, that then says, Hey, I will go out to any platform. If you can give me a good match rate and a good serve rate, that means the person I'm trying to target is on your platform. And so it almost becomes like irregardless of the platform itself, it's more so where you can get those match rates to find the people and then making sure that you're the ad that you have or the copy that you have, or now the audio that you have matches what they would be expecting to come through. Right. And so that's my philosophy of it doesn't necessarily need to be, I only work, I'm SaaS, so I can only sell through these, like through LinkedIn. It becomes, let's find where that user is and try and capture them in the right moment or get them to be more aware of us and thinking and driving that curiosity that's going to get them to purchase.
00:19:55 · Andres Figuera, Travis Cameron
[00:19:55] S1: Of course. No. And being more strategic with where you're aiming at instead of just randomly throwing the ads everywhere is a lot better for budget, for conversion rates, and for just making sure that you're targeting the proper audience. So totally understand that as well. And Travis, moving on to a different perspective more into the future. So you as senior vice president of marketing at AIA Contract Documents, what is your goal or what would you like to say you were able to accomplish by the end of this year? [00:20:23] S0: Oh, that's a great question, Andres. I think, you know, we talked about one or two of the uses of AI. You know, what I've encouraged my team to think of is, you know, how do you replace like one thing a month that you're doing with an AI tool? Right. What's the one thing you hate? And so as I think of like by the end of the year, I've helped to erase at least 16 things for my team that they hate doing with some type of AI tool, AI skill to make their life easier. Right. Because that that makes them more efficient and be able to focus on, again, the things that are going to drive incrementality.
00:20:23 · Travis Cameron, Andres Figuera
[00:20:23] S0: Oh, that's a great question, Andres. I think, you know, we talked about one or two of the uses of AI. You know, what I've encouraged my team to think of is, you know, how do you replace like one thing a month that you're doing with an AI tool? Right. What's the one thing you hate? And so as I think of like by the end of the year, I've helped to erase at least 16 things for my team that they hate doing with some type of AI tool, AI skill to make their life easier. Right. Because that that makes them more efficient and be able to focus on, again, the things that are going to drive incrementality. [00:21:00] S1: I get that now. And I feel that's what AI is causing for everybody. It's like a shift in the perspective of what the regular workday used to look like, because now you can optimize, automize, and just make sure that AI is working to help you do the more manual tasks, and therefore, you have more time to think about what matters the most, worry about creativity, and then just do what AI I feel isn't... Hasn't been able to replace for humanity, which is apply the proper taste and the proper curation to what it spits out to make sure that it's all aligned with the branding and whatever you guys are doing. [00:21:31] S0: Yeah. Completely agree. Completely agree.
00:21:31 · Travis Cameron, Andres Figuera
[00:21:31] S0: Yeah. Completely agree. Completely agree. [00:21:34] S1: But, Travis, I'm noticing that we're almost at time here, man. But just wanted to say before I do close out the episode that thank you so much for hopping on here with us to tell us your story, everything about AIA Contract Documents, how you guys are working, and the experiences that you've had. We really appreciate your time, man. [00:21:49] S0: It was great to be here, and thank you very much for having me, Andres. [00:21:52] S1: No. No problem at all, brother. And to anybody who is here and listening to us, we appreciate you as well for hopping on these episodes to listen to the different personalities we're bringing on.