The Future of Paid Search and Authentic Forums

The Future of Paid Search and Authentic Forums

Learn from Susanne Rodriguez, CMO at Auvik, about how she is thinking about paid search and why she is investing in building community on Reddit.

Ian Faison
Ian Faison
No items found.
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility.

In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit. 

Key Takeaways:

  • Despite the “paid search is dying” narrative, paid search remains a high ROI channel. Continue leveraging search but prepare for shifts by building a presence in other forums like Reddit and focusing on authentic community building. 
  • Campaigns focused on switching customers over from competitors can be part of a strategy to gain market share. Categorizing potential customers into "easy switchers," "difficult switchers," and "non-switchers” can help target campaigns. 
  • Auvik saw success with their rapid response campaigns, partially because they so specifically catered the reward to their target customer, which attracted qualified prospects and encouraged meaningful product engagement.

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The Future of Paid Search and Authentic Forums

Learn from Susanne Rodriguez, CMO at Auvik, about how she is thinking about paid search and why she is investing in building community on Reddit.

Ian Faison
Ian Faison
No items found.
The Future of Paid Search and Authentic Forums
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility.

In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit. 

Key Takeaways:

  • Despite the “paid search is dying” narrative, paid search remains a high ROI channel. Continue leveraging search but prepare for shifts by building a presence in other forums like Reddit and focusing on authentic community building. 
  • Campaigns focused on switching customers over from competitors can be part of a strategy to gain market share. Categorizing potential customers into "easy switchers," "difficult switchers," and "non-switchers” can help target campaigns. 
  • Auvik saw success with their rapid response campaigns, partially because they so specifically catered the reward to their target customer, which attracted qualified prospects and encouraged meaningful product engagement.

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

The Future of Paid Search and Authentic Forums

Learn from Susanne Rodriguez, CMO at Auvik, about how she is thinking about paid search and why she is investing in building community on Reddit.

Ian Faison
Ian Faison
No items found.
The Future of Paid Search and Authentic Forums
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility.

In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit. 

Key Takeaways:

  • Despite the “paid search is dying” narrative, paid search remains a high ROI channel. Continue leveraging search but prepare for shifts by building a presence in other forums like Reddit and focusing on authentic community building. 
  • Campaigns focused on switching customers over from competitors can be part of a strategy to gain market share. Categorizing potential customers into "easy switchers," "difficult switchers," and "non-switchers” can help target campaigns. 
  • Auvik saw success with their rapid response campaigns, partially because they so specifically catered the reward to their target customer, which attracted qualified prospects and encouraged meaningful product engagement.

Related content

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

The Future of Paid Search and Authentic Forums

Learn from Susanne Rodriguez, CMO at Auvik, about how she is thinking about paid search and why she is investing in building community on Reddit.

The Future of Paid Search and Authentic Forums
Ian Faison
Ian Faison
|
November 26, 2024
|
X
min read
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility.

In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit. 

Key Takeaways:

  • Despite the “paid search is dying” narrative, paid search remains a high ROI channel. Continue leveraging search but prepare for shifts by building a presence in other forums like Reddit and focusing on authentic community building. 
  • Campaigns focused on switching customers over from competitors can be part of a strategy to gain market share. Categorizing potential customers into "easy switchers," "difficult switchers," and "non-switchers” can help target campaigns. 
  • Auvik saw success with their rapid response campaigns, partially because they so specifically catered the reward to their target customer, which attracted qualified prospects and encouraged meaningful product engagement.
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