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B2B Advertising Secrets: Practical Tips for Leveraging AI Right Now

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Lance Loveday
CEO at Closed Loop
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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B2B Advertising Secrets: Practical Tips for Leveraging AI Right Now
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About speaker

Lance Loveday
CEO at Closed Loop

Lance is the founder and CEO of Closed Loop. Closed Loop specializes in helping high-growth companies realize a massive profit through online advertising on Google AdWords, Facebook, programmatic display and other channels. Closed Loop has worked with numerous high-growth brands and managed over $500M in digital ad spend for our clients. Lance is also a mentor for 500startups, a 3X founder and bootstrapped Closed Loop to over $5M in ARR.

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About the talk

Track: B2b Track

AI is getting a lot of lip service lately, but few advertisers are using it in concrete ways to drive new growth. In this highly visual session, Lance will break down how leading B2B advertisers are using the native AI capabilities built into Google and Facebook to unlock new areas of growth.

00:05 Introduction

01:28 Why are we talking about AI?

03:34 Machine learning examples

05:03 Our AI future

06:35 Push-button concept

07:50 What’s the right way to think about AI in marketing?

10:18 What could go wrong?

11:42 Use an AI-friendly structure

15:42 Optimize the right metric

20:03 What happens when you change optimization metrics?

21:32 Let AI determine creative fit

24:55 Conclusion

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Latest done in the round of applause for Lance Loveday. 00:00 All right, thank you, alright. 00:05 Try again who's running paid media campaigns today. 00:05 Yeah, mostly or it's excellent in the right place good. 00:12 I run a digital advertising agency called a closed-loop and we're fortunate to work with lots of. 00:16 High growth be to be clients. 00:22 Many of whom are at this conference actually and we've driven high rates of growth for them overtime. 00:24

And we've done that by combining. 00:31 Really experienced people. 00:33 With a high touch staffing model, 00:33 with our own proprietary technology and that's allowed us to put up some pretty good average growth rates. 00:36 For clients overtime and I tell you that not to toot our own horn, 00:42 but to demonstrate why I think we've got somewhat of a unique perspective. 00:45 On how we can leverage AI with these campaigns. 00:49

It really has been a journey for us in terms of our adoption of machine learning. 00:53 In applying it to digital advertising and we had to be pulled kicking and screaming into it a little bit because. 01:00 We got accustomed over time too. 01:05 Really, having a high degree of control over these campaigns and. 01:07 To leverage machine learning. 01:11 Part of the discomfort is that you've got to give up some degree of control to the machine to let it do its best work. 01:11

Um and so I think I'm going to share with you. 01:21 Some of our learnings in this journey and maybe it will resonate with you. 01:24 Why are we talking about this? 01:29 Well, because it works, and that was the first step of our journey was testing. 01:31 These different forms of machine learning that can be applied. 01:35

To these ad campaigns and realizing that they were finally starting to work machine learning finally learned and it tipped at some point and started actually. 01:39 Delivering to the promise that it's hard for a while. 01:47 Google dropped this line there. 01:51 GM L event earlier this year, 01:53 but they said they have 3000 researchers and engineers dedicated to AI. 01:54 And they said a majority of the code being produced by Google is not produced by human anymore, 01:59

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