This interview is part of our SMX West expert interview series taking place between March 12th and 16th, 2018.
As a self-proclaimed PPC Wizard, Robert Brady knows PPC. He is the Founder of Righteous Marketing and is at SMX this year for the ‘B2B SEM: Meeting Specific Challenges With Really Smart Tactics’ session. We were so happy to get the chance to speak with him a few minutes during SMX West 2018.
— Robert Brady (@robert_brady) March 14, 2018
Here’s what Robert had to say about the challenges facing B2B marketers, and why he thinks B2B marketing is totally righteous:
Chandal: Hi everyone, I’m Chandal. I’m here at SMX West 2018 with Robert Brady, the founder of Righteous Marketing. Thanks for joining us today.
Robert: Thank you!
Chandal: So, tell us about your role at SMX this week.
Robert: I’m speaking on B2B PPC, because there’s a lot of different challenges that the PPC marketer faces when you’re targeting other businesses versus consumers. I think the platforms are somewhat built to prefer the B2C-type advertiser. And so, how you approach it needs to be a lot different, in that sales cycles are a lot longer – there’s a lot of unique problems that B2B has. I’m going to be going over 4 big mistakes that I see often in B2B.
Chandal: Very cool! So, tell us about Righteous Marketing. Do you do a lot of B2B accounts?
Robert: Right now, about half my customers are B2B.
Chandal: For curiosity’s sake, where did the name Righteous come from?
Robert: It was just one of those things, where you’re thinking of what to name something, and when you hit it, you’re like ‘I like it!’ Obviously righteous has the double meaning, where there’s kind of that 80’s boarder culture – like ‘riiiighteous!’, where it’s cool, but also righteous as in ethical and upfront, you can trust them. I liked it because of the double entendre.
Chandal: I like it too. For our audience, what are you looking forward to hearing most this week, whether it’s a presentation, a topic, a theater, a sponsor..?
Robert: One of the things I’m really looking forward to is just the opportunity to learn. I like that often times I’ll hear something from a presenter that questions maybe an assumption that I have. It forces me to go back and re-evaluate something. Our industry is always changing – the platforms are changing, often times features that I might have tested when it first came out and it didn’t perform well, but someone will present a case study where it’s done really well recently. So I need to go back and take them off my blacklist and say, ‘ok that didn’t work last time but maybe it will now’. I just like the opportunity to learn and always be growing in my knowledge. There are SO many smart people here, even the attendees, really smart people, and you just learn so much.
Chandal: Yes, from everyone. Awesome, me too. So thanks for taking a few minutes with us today, and I hope everyone will join us at SMX next year to learn and grow as marketers themselves too.
Stay tuned for more coverage of SMX West to come!
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