Jon Emminizer

Inverta

Inverta is a boutique B2B marketing consulting firm that focuses on account-based marketing and demand generation. Our deep expertise in martech bridges the gap between strategy and activation, supporting your organization's seamless transition from theory to practice.

Inverta's areas of focus include:
- Account Based Marketing (ABM)
- Demand Generation Assessments and Roadmaps
- Campaign strategy and planning
- Lead Management
- Martech advisory
- CMO/Chief of Staff Advisory
- Reporting, insights, and analytics

Strategic Account Executive

RevGenius

RevGenius is a group of revenue generating sales and marketing professionals brought together to learn, share, support, and grow with each other.

Member

Spear Marketing Group

Led the Business Development team to develop impactful B2B Marketing strategies for new clients, contributing 7-figures annually to new business sales.

-	Strategic consulting for dozens of clients and hundreds of prospects each year, across a range of B2B Marketing disciplines: Demand generation, product marketing, field marketing, ABM (Account-based Marketing), lead generation, lead nurturing, content marketing, PPC, marketing automation, customer marketing
-	Devising strategies for engaging and converting target accounts across market segments:  Enterprise, Mid-Market, SMB
-	Full sales cycle management from prospecting to close, onboarding 30+ new clients per year, contributing 7-figures annually to new business sales
-	Establishing and developing partnerships with leading marketing technology companies, including: HubSpot, Marketo (Adobe), Pardot, 6sense, Demandbase, Uberflip, Drift, Bombora, RevAI, Sendoso, SalesLoft
-	Unlocking new opportunity pipeline channels
-	Driving growth & velocity within existing channels


Spear Marketing Group is a full-service marketing agency specializing in demand generation, lead management, and ROI-based marketing. Spear helps B2B companies generate, nurture, and convert leads to revenue using a holistic approach that incorporates strategic expertise, creative flair, and a deep understanding of marketing technology.

Vice President Of Business Development

-      Developed new marketing & sales motions to drive sustained increase in opportunity pipeline & revenue sourced from inbound, outbound, and strategic partnerships
-	Full sales cycle management from prospecting to close, onboarding 30+ new clients per year, contributing 7-figures annually to new business sales
-	Helped new clients to develop strategies for: Demand generation, product marketing, field marketing, ABM (Account-based Marketing), lead generation, lead nurturing, content marketing, PPC, marketing automation, customer marketing

Director, Business Development

-      Led Spear’s content marketing initiatives, writing core pieces of content including ‘The Pragmatic Guide to Account-based Marketing (ABM) Success’
-	Managed and optimized Marketo instance
-	Developed sales & marketing processes for better alignment
-	Full sales cycle management from prospecting to close, onboarding 15+ new clients per year, contributing over $500,000 annually to new business sales
-	Helped new clients develop strategies for: Demand generation, product marketing, field marketing, ABM (Account-based Marketing), lead generation, lead nurturing, content marketing, PPC, marketing automation

Sales & Marketing Manager

Yeti LLC

Head of Marketing — Led strategy & execution for all marketing initiatives, including:

- Brand Awareness
- Demand Creation
- Marketing Ops (Marketo)
- Lead Nurturing / Email Marketing
- Lead Generation / Paid Advertising
- Content Marketing & Social Media
- Placed Articles (TechCrunch, Entrepreneur, VentureBeat, and over a dozen others)
- PR 
- Messaging Narratives & Copywriting
- SEO
- Sales Enablement / Sales Cadences (SalesLoft)
- Analytics & Reporting

Yeti collaborates with industry leaders to design, develop, and ship the products that shape the future. Leaders from industries such as robotics, IoT hardware development, virtual reality experiences, data science analytics, and community building applications partner with Yeti to define and solve problems. Our team designs, prototypes, and builds effective solutions, elegantly delivered through an iterative process that continuously evolves the product.

Marketing Director

First Marketing hire — quickly developed foundational components (audience insights, messaging narratives, content, systems, data, channels, sales alignment) for brand & demand marketing.

Marketing Manager

- Crafted, launched, and optimized dozens of B2B demand generation programs for clients and for Spear.

- Managed Spear's Marketo instance, and several client instances of Marketo.

Online Marketing Manager

- Built brand awareness & drove demand for Spear & clients via organic social & paid social.

- Developed scalable reporting infrastructure for above programs.

Social Media & Analytics Manager

Buyerlink

- Led MerchantCircle business operations and product management.

- Drove redesign effort spanning 100 million webpages. Optimized for UX, SEO, content gamification, and monetization. In the 3 months after launching, saw a 25% increase in UVs, PVs, and ad revenue.

- Managed MerchantCircle's ad network, which has an inventory of over 80 million ad impressions per month.

MerchantCircle.com has over 100 million pages, 10 million unique visitors per month, 1.6 million member merchants, and over 25 million unique business listings. It is a top destination site that connects local consumers with local business owners to solve everyday problems. 

Buyerlink (formerly known as Reply!) is a leading online marketing platform & digital media publisher that is committed to helping large brands, publishers & small businesses reach & engage with local consumers at scale.

Lead Product Manager

- Managed all data reporting & analytics for MerchantCircle.

- Financial reporting, ad network performance metrics, user engagement KPIs, SEO metrics, and more.

- Extensive experience using Google Analytics, Omniture, and other web analytics tools.

- Quickly grew into managing more & more of the product operations for the company.

- Finalist for the award of "Rising Star" employee at Buyerlink (FKA Reply!) in 2012.

Product Analyst

- Managed all community-related activities for MerchantCircle.com, which has over 1.6 million member merchants, and over 100,000 member consumers.

- Created a completely new reporting system for measuring member satisfaction & engagement. This branched into my next role as the lead business analyst for MerchantCircle.

- Managed all social media marketing (LinkedIn, Facebook, Twitter) for Buyerlink (formerly known as Reply.com), including MerchantCircle and 17 other sub-brands.

Community Manager

Remotion: LinkedIn Ads Agency

We've been around since 2016. But back in 2019, we decided to double down on LinkedIn Ads, and never looked back.

As a culture — we’ve chosen to be the best in the world at what we do.

In a world of mediocre marketers and so-so agencies — this goes against the grain.

This is what makes us renegades.

Founder and CEO

K Logic Future Marketing

K Logic is Israel's top digital marketing agency. We specialize in Paid and Organic Search, Paid Social, Content Marketing/Inbound Marketing, Lead Generation, Analytics & Optimization, Creative, Strategy & Planning.

Main point of contact for our Internationally facing clients including many of the country's top-tier start-ups and Enterprises, including: 

- Outbrain
- FeeX
- Cloudinary
- Clicksoftware
- NICE Systems
- Checkmarx
- Incapsula (Imperva)
- Nanorep
- Landa 
- Datorama
- Mysupermarket

Role includes (but certainly not limited to): 

Meeting and liaising with clients to discuss and identify their advertising requirements;
Working with agency colleagues to plan strategies that meets the client's KPIs and budget;
Presenting, alongside agency colleagues (particularly the campaign manager), the plan, strategy and ideas to the client.
On-going monitoring and reporting of the performance of campaigns.
Pitching (along with agency colleagues) to new clients to win new business for the agency.

International Account Manager

TokenAds

TokenAds (currently Woobi) is an in-game ad-network. 

As Head of Publisher Biz Dev, I was responsible for, and ran the team that; prospected for, contacted, communicated or meeting with and closed publisher relationships with worldwide publishers and developers of games, be they mobile, social or web.

Head of Publisher Business Development

Stats Horizon

Co-Founder

Remotion: The LinkedIn Ads Agency

We just do LinkedIn Ads for B2B tech. 

That's it. 

Getting LinkedIn Ads to work isn’t rocket science, but it does require expert knowledge.

We’ve been specializing in LinkedIn Ads, and B2B for SaaS, since 2016. 

From lead generation to B2B brand building and demand generation — whatever your strategy is — we’ve got the deep experience needed to help you scale.

Gabriel Ehrlich

Any of you remember a guy called Chris Walker? 

He became the biggest thought leader in B2B GTM back around 2020.

He did it by telling everyone to ungate their content and called it demand gen. 

He was right, but it was too early. 

Why? Because running ads to ungated content is a waste of money and I always said so.

CPCs being what they are, getting someone to land on a blog post can cost you $20 easily - and get up $30+ for senior decision makers. 

Assume that only 10%-20 actually read the thing - and we're paying $200-$500 for someone to read a blog post. 

I always felt that tactic was BS, and I said so at the time.

But here we are - and we now have Thought Leader Ads. 

And now the maths are mathing...
Because if you can get a good engagement rate - 5% being OK, but 10%+ being great - you can get a CPE at as low as $0.5 - so you're getting the value of someone consuming your content at a fraction of the cost. 

Nobody knows where Chris Walker is these days. 

Legend has it he races Ferraris now in Dubai and just goes by the name Za. 
It's rumored that he no longer speaks of demand generation at all - and has reached a state of pure equanimity generation - to which he has trademarked the phrase: Equagen.

But if he were around, I'm sure he'd be happy to see that he was right in essence, even if he was 5 years too early.

Gabriel Ehrlich 

Recently, I've seen that LinkedIn has rolled out an addition to their "location" targeting. 

You used to only be able to target "Permanent" or "Recent or permanent". 

This is a great way to spot if your campaign managers are paying attention, because I've never in my life understood why someone would want to include "recent or permanent".

I also never quite understood why what is likely the least used options is the default options - but I take this as further proof that the drugs available in San Fransico are top shelf. 

Anyways, LinkedIn *recently* updated this, to add a third option:
"Recent location" only. 

For the moments when you only want to target someone who was in a place, but doesn't live in that place. 

Which begs the question...

Who asked for this??????? 😒

Next month I'll be in Austin for Cyber Marketing Con! 

If you'll be there, and want to set some time for a chat - shoot me a DM! 

And if you just live and Austin and want to grab a coffee or a beer, I'll be in town from the 4th-11th - would love to meet or catch up.

There is a paradox in B2B marketing,

The things that make your brand grow, that contribute the most to pipeline and revenue growth - are almost always the hardest to measure and usually require time and patience. 

The more a company becomes focused only on those activities that can be  measured and reported (even if the attribution is inaccurate, and only captures a narrow sliver of reality) - the more in control they feel - but the more painful, difficult and expensive they've made their growth.

Example: 
You can drive leads with gift card campaigns. 
It works, you'll get leads and those leads will have been incentivized to take the meeting. The report looks good, and it's accurate, since we know exactly who came in through the gift card campaigns: 
We spent $100K, we got 100 SQLs. 

You can also drive leads with Thought Leader Ads. 
This is a bit harder to do - it requires you to be able to tell a story about your product your audience will be able to relate to - to see themselves in - and that story needs to be strong enough to get people to engage and perhaps even convert. But it's absolutely doable if you have something of value to offer the world. 

But this is harder to measure. 

Many folks will read the post and then google you, and then visit your website. Many more will even forget which post of your they read, but they'll see a few, and eventually remember your name - and when the problem comes up at the next meeting, your name will be top of mind. 

When this is effective, it results in leads that are much more "Ready to buy"
then any other leads, because their level of knowledge about you and your product/service is much deeper. 

When you do enough of this, when enough of your market knows your brand and what your brand can do - when your name becomes synonymous with the solution you offer - the world is a much brighter place for your brand. 

That part of it - that psychological part - takes time, and while is trackable in a sense, it's not attributable to a single source, unless you're ONLY doing that thing.

And yet, it's the "right" thing to do. 

And therein lies the paradox. 
The best outcome comes from the thing that requires us to relinquish some control, focus on doing good work, and looking mainly at pipeline growth as your KPI - without trying to work so hard to attribute it to what you're doing.

And the thing we can measure, will often take us further away from where we want to go - all the while we'll be able to point to "performance" as an in indicator of success - as if this is what will help us win at the end of the day.

That kind of approach requires both maturity, experience and wisdom - which so many in our industry often lack - and even when they know all of this - will still have a hard time convincing the CEO or the board.

This is a Thought Leadership ad about Thought Leadership ads.

I’ve been running a LinkedIn ads agency for nearly 10 years.

I’ve gone through every change the eco-system has thrown at us:
Changes in the industry
Changes in the technology
Changes in the LinkedIn algo
Changes in targeting capabilities
Changes in the ad units themselves

Thought leader ads are the biggest change on LinkedIn in the past 10 years.

Why? Because it does what all the other changes or updates  couldn’t do:
It brings in real business.

For my clients, thought leadership ads drive:
2X more leads 
3X more MQLs, which means the quality of the leads is higher.
3.5X more sales - real paying customers.

All that at 50% the cost.

There's no magic here. Creating a quality thought leader post (and ad) takes longer, and it has to provide actual unconditional value. But it’s the content that brands people as domain-experts and removes the barriers. It opens the door for a conversation. 

If you're still investing money on your standard linkedin ads with direct promotions and gated content - you’re missing out on a huge branding opportunity, and most of all - sales and revenue. 

A viable Linkedin ad strategy today has got to include thought leadership ads.
______________________________
Want to see how thought leadership ads triumph any of your other ads in terms of business outcome and impact? 

Let me show you how it’s done. No commitment, no pressure, just learn:

Open article: Get a Proposal to Work with Remotion by remotion.io

"So, why did you reach out?" I ask. 

"We really want to scale LinkedIn Ads up. We know our audience is here, we know this can work - the results have been pretty fine, but we want to see if they can be better." Says the prospect.

"Let's get specific if you don't mind. What have you been running, what makes it fine, and what needs to be improved?" 

"Well, we're running some gated content. The CPLs were great, but we realized the leads were all from the wrong ICP. Since changing the ICP, the CPL has gone up... by a lot.

Also - we started running Thought Leader Ads - and the engagement rates there have been 2-3%, so we're quite proud of that.

Ultimately, what our CEO wants to see here is how this all connects to revenue." 

"Can I level with you" I ask, cautiously. 

"OK"

"Nothing here, and I say that with respect and recognition that none of you are experts, nothing here is working correctly." 

"Oh!" 
She sounds surprised, and I'm surprised that she's surprised. 

"Yeah, there are a bunch of things you did wrong here" 
I list of the mistakes, LAN, bids, targeting errors - the works. 

"So you think if we fix that it'll work".

"Here's the thing. I'm not sure" 

This is the part where I get a bit nervous. I'm going to suggest something different. Not just a different tactic, or even a different strategy - but really a different way at looking at LinkedIn Ads.

"Look," I share my screen, "if you were your audience, and you saw this ad" I show a particularly vague Single Image Ad "what would you think? or feel? What exactly would you understand?"

"Oh..." She says, starting to see what I'm seeing.

"Yeah, and look" I show more ads, "if you'd seen 6 or 7 of these over last 3 months. What would you have understood about this brand? If you genuinely had the problem your product solves - would you have reached out?"

"No" she says. 

"Right, no. So after we've restructured this account so it's on solid foundations, we need to focus on the story we're telling. That means less webinars and white papers. That means less vague banners about a new feature. It means more thought leadership. It means more banners with clear messaging so people understand what you do and offer."

This is when I start to see the excitement in her eyes.

At least for right now - in this moment - B2B marketing just got interesting again.

ANOTHER prospect has told me how they were burned by their last agency.

I try to be magnanimous here - and hey, we're all human, and shit happens. 

But sometimes I hear stories from clients about their ex-agencies that really piss me off. 

Because I now have to work twice as hard to earn their trust - because you lied. Because you oversold. Overpromised. 

Some of you have no business running LinkedIn Ads. 
And look, everyone needs to start somewhere. 

But LORD, give me the confidence of someone with 2 years of experience running Google ads who thinks they've figured everything out. 

On one hand, between us, I kind of like it - because I know we will outperform the previous guys - and we tend to under promise. So, in a way, thanks for making us look good by comparison. 

But on the other hand - it just gives the whole industry a bad name. 
There are some great freelancers and agencies out there doing what we do, people that have dedicated the better part of their careers to figure this thing out and help others with it - and then, there are some folks just trying to make a buck. 

That's business I suppose.

I'd finally figured out that thought leader ads could be driving serious conversions - but the way I figured it out was weird.

At first, like everyone else - I just boosted my own regular posts.

The maths didn't math though. 

I'd be paying a pretty penny to only reach 10%-20% more people than I was organically - what's the point, right? 

But a few months after TLA was launched, I used it for something else.

I posted that I was hiring. 
CTA = DM me.

And I boosted that post as a TLA.

I got more, and more high quality candidates than I EVER had with just organic, or even job ads. 

I did that a few more times. Whenever we needed campaign managers or freelancers. I think that currently almost all of the team was sourced that way - and the level of our people has never been higher.

And suddenly it clicked. 

TLAs must include a call to action. 
Without that, it's just half the battle.

_____
Want to learn more about how we're using Thought Leader Ads to deliver actual hand-raisers? Shoot me a DM and we'll set up time to chat.

See what I did there? 😘

Have you forgotten what marketing is supposed to be about? 

When you are founding a company, marketing is simple.

It is coming up with a name, a brand, a website.

It means creating a story you can tell without tripping over your words.

In the early startup stage, marketing quickly becomes growth.
It means leads.

It means cracking your channels, whether they are paid, organic, or events.

In plain English:
How do we make sure we have a steady and growing flow of people to sell to so the company grows?

For a while, this is the whole job.
But over time, the work around growth expands.

The bits and pieces that used to support growth turn into teams of their own:
SEO.
Paid.
Social.
Events.
MarOps.
Content.

At some point, moving those bits and pieces along become the main thing.

The operational side of marketing, the processes and procedures, start to overtake the core mission.

Marketing becomes very, very busy.
Very sophisticated.

And somehow, less about actual growth.

Be honest, what percentage of your marketing work is about real growth vs running the machine?

Your CEO is ruining your marketing - here’s how to make them stop.
 
One of the biggest problems in B2B marketing is technical founders/CEOs that don’t really understand - or like - marketing.

They seem to understand sales:
I sell, you buy. Simple.

But in B2B, the connection between marketing and sales is often less of a straight line - and more of a series of dots, semi-colons, and em dashes.

They (often) don’t really believe in branding - or that their specific market is totally different and rational - or that it’s all a bunch of smoke and mirrors. 

Or they do believe - but they’ve been burnt too many times.

Or they do believe - they just massively misunderstand. 

And that’s a problem for us, the marketers. 

It’s a problem because: 
A. The really good work we can do is often harder to prove.
B. Even when we do get buy-in for really cool stuff, it often is abandoned too early - or under-invested in and then swept under the rug when it ROI isn’t proven. 
C. Even the good things, that can and should work to deliver pipeline, aren’t given enough time and attention and a proper fighting chance to succeed.

Here’s how to make them stop…

(Full disclosure: 
Many CEOs may be too far gone to be saved here - but for those with a glimmer of hope - this is for you)

One of the best ways for CEOs to really “feel” the magic of marketing, is with founder-led marketing. 

This can be done with organic LinkedIn, and then paid thought leader ads, as well as booking them on podcasts and events. 

But Thought Leader Ads are where you can get things to happen - FAST.

When they start getting recognized at events, or have their posts quoted on sales calls … they’ll begin to “get it”. 

Maybe it’s just flattering, or maybe some people need to feel something to believe it. 

But it works. Give it a try.

taplio

The Battle

Jon Emminizer

Gabriel Ehrlich

Followers

Posts

Engagements

Likes

Performance ScoreGabriel Ehrlich's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jon Emminizer

Gabriel Ehrlich

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Gabriel Ehrlich's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreGabriel Ehrlich's LinkedIn Performance