Beyond Metrics: Building Bottom-Line ROI in B2B Marketing with Nick Ilev

This week, Jud talks with Nick Ilev, founder of Proper Expression, to discuss the future of B2B marketing and driving meaningful business growth. Nick shares how his agency goes beyond traditional marketing approaches by focusing on the entire buyer’s journey and measuring success through bottom-line ROI. He introduces the Audience Messaging Offer (AMO) framework, emphasizing the importance of understanding audience pain points and delivering relevant, value-driven content. Jud and Nick also discuss modern marketing essentials, including the power of authenticity, the evolving role of AI, and the enduring impact of video content. In this episode: (00:00) - Intro (01:11) - Nick's Background and vision for Proper Expression (02:43) - Challenges and solutions in marketing (07:00) - Effective marketing strategies for 2024 (16:58) - The importance of authenticity and personalization (29:09) - Building a successful marketing team Key Takeaways Focus on Bottom-Line ROI in Marketing: Nick emphasizes the importance of measuring marketing success by its impact on revenue, not just top-of-funnel metrics like leads and traffic. A holistic approach that addresses the entire buyer’s journey ensures meaningful results for clients. Understand Your Audience Deeply: Effective marketing begins with a thorough understanding of your audience’s pain points and needs. Building messaging and offers around these insights ensures relevancy, which is more critical than ever in today’s saturated market. Adopt a Framework for Success: Nick shares the Audience Messaging Offer (AMO) framework. This framework helps businesses align their strategies by matching the right message, offer, and distribution channel to specific audience segments. Embrace Authenticity in Digital Engagement: Authenticity and value are essential in building trust and engaging audiences effectively. Avoid robotic personalization and focus instead on genuine, relatable, and valuable content to foster meaningful connections. Prepare for a Future with AI and Video Content: AI is leveling the playing field in content creation, but differentiation will remain key. Video content, particularly featuring real people, is essential for building trust and scaling engagement in B2B and financial services industries. Links Hubspot: https://www.hubspot.com Google Tag Manager: https://tagmanager.google.com Google Search Console: https://search.google.com/search-console Connect with Nick https://www.linkedin.com/in/nikolailev https://www.properexpression.com Connect with Jud https://turncast.com https://www.linkedin.com/in/judmackrill Subscribe and stay in touch Website: https://risingtidepod.com Apple Podcasts: https://podcasts.apple.com/us/podcast/the-rising-tide/id1776713161 Spotify: https://open.spotify.com/show/0OVgci9xeCj991Q0gkFptF YouTube: https://youtube.com/@turncast Produce game-changing content with Turncast Turncast helps your company grow by producing top-quality content and fostering transformative conversations. We specialize in content generation, podcasting, digital strategy, and audience growth for fintech and financial services companies. Learn more at Turncast.com.