About Andrew Harder:
Andrew is a senior paid media manager at Cisco where he runs ads for 4 of Cisco’s brands. Andrew’s strategies for combining content and paid ads have helped the company to increase pipeline by 60%.
You can connect with Andrew on LinkedIn
Episode Highlights:
- Andrew describes how he joined Cisco (0:40)
- How to combine organic content and paid social ads in your marketing process (1:40)
- Effective segmentation of LinkedIn ads (5:17)
- The essentials of account-based marketing (ABM) on LinkedIn (8:29)
- Why video content is great for remarketing strategy (14.26)
- Why he avoids the debate between gated and ungated content (19:20)
- Insights on Demand generation and Demand capture (25:01)
- The key metrics he analyzes in paid ads (29:08)
- How to run effective paid search campaigns (31:15)
- The differences between being a paid media manager in an agency and a large organization (34:44)
Resources Mentioned in the Show
- Andrew Harder
- Jason Widup
- Mark Huber
- Alice de Courcy
- Kyle Lacy
- Metadata
- Cognism
- Jasper
- Figma
- The Silmarillion: The legendary precursor to The Lord of the Rings by J.R.R Tolkien