The Changing Paid Search Game

Pipeline Visionaries

This episode features an interview with Lyndsey Rojas, CMO at IFS Ultimo, a SaaS enterprise asset management solution, focused on maintenance & safety and well known for a rapid deployment, ease of use and an unparalleled time to value.

In this episode, Lyndsey dives into leveraging partner marketing to move from a regional to a global player and making sure communication is transparent to maintain 98 percent customer retention.

Key Takeaways:

• Investing in your team, particularly with all the rapid changes in tech and AI, is uncuttable. It’s essential to equip your team to use new technologies and to be strong storytellers.
• Transparency through the full buyer's journey helps reduce friction in the customer experience by setting accurate expectations, ultimately resulting in high customer retention.
• Partnerships are especially valuable during times of budget constraints because it allows you to do more with less and helps companies move from regional players to global brands.

Quote:

• Search, paid search and social, they keep changing the game on us. The algorithm changes, cookie lists, all these things keep changing. It keeps us on our toes, and it is like a game you play. You know, you think, oh, I'll pull this lever, and maybe the cost-per-click will go down. And, it's not something that you can figure out one time and be okay with it. But, for us, like most B2B tech companies I think, it is the number one traffic generator for our website. It is the top two lead generator for us. So, it is something that we absolutely have to stay on top

Episode Timestamps:

*(02:35) The Trust Tree: Authentic communications and creating efficiency for customers
*(12:55) The Playbook: Doing more with less through partnerships
*(32:40) The Dust Up: Setting objectives with sales

*(33:45) Quick Hits: Lyndsey’s Quick Hits
Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Lyndsey on LinkedIn
• Learn more about IFS Ultimo
• Learn more about Caspian Studios