Etan Efrati

$2+ million managed across Google, Facebook, LinkedIn, Reddit, Quora, Bing, Taboola, Outbrain and others. Effective PPC strategy involves statistical analysis, creativity, and a solid understanding of your business objectives, product, audience and conversion funnel. It's super duper important to understand what exactly you're trying to accomplish with each campaign dollar spent, and to always be learning from channel experts.

Led efforts to grow B2B organic traffic to 130k+ monthly visits. I believe the key SEO success lies in mapping out your core keywords, building out an effective topic strategy, and actually doing the work of creating bespoke content. Organic doesn't mean free--it takes effort and time for Google's algorithms, your customers, and others to view your site as a subject matter expert. Sophisticated SEO techniques, like dynamically-generated long tail pages can be layered on top of the fundamentals.

Ran strategy + execution on a variety of outbound campaigns for 5+ years, including on LinkedIn and email, using semi-automated messaging sequences and workflows. Outbound is hard. Cold outreach and warming up engagement with decision makers can be an effective growth channel in the right context. Ultimately successful outbound strategy comes down to balancing personal touch with thoughtful prospecting, and it's very much a numbers game.

ActiveCampaign is a marketing automation platform designed for small businesses, but it can be very, very powerful. I've found its platform to be one of the best at doing email drip campaigns (and I've worked with a bunch of them).

Google Ads is a phenomenal marketing channel when set up correctly. That requires conscious thought about every step of the funnel from the user perspective (from search to impression to landing page visit, etc.), and comprehensive bidding strategy which takes into account keyword match types and search terms.

'Search' is one of my favorite marketing channels, hands down. And I've been trusting Ahrefs as the core of my SEO / organic search research stack for close to three years. It's a phenomenal keyword research tool that allows you to effortlessly navigate between domain-level checks, volume checks, back link profiles, and offers reliable data on pretty much every metric. While Ahrefs is primarily used for organic, I tend to use it for paid search too.

I've used Amplitude to create a number of different report types, based off Segment data. It's a great tool for tracking custom events, at scale with anonymous data as well as tracking all the way down to the user level for logged in users.

I'd call myself an intermediate user when it comes to leveraging GA for website data analysis. The easy to find, intuitive platform features like the traffic acquisition reports and can be very useful for beginner users, with no custom setup required. When you want to dig deeper to understand your website performance, the tool (even the free version) can be extremely powerful. I'm a fan and frequent user of a variety of both built in and custom reports.

GTM is fantastic as it serves at the command center for all the 3rd party scripts running on your website. I find GTM to be really helpful for when I want to deploy any ad remarketing scripts, conversion pixels, and others. It's super easy to deploy (and also pause) tags, and really handy when you want to run tags on specific pages only.

I've managed about $100k in LinkedIn ads spend. Out of all the ad platforms, it offers what is probably the best targeting for B2B. It's also very expensive, usually at more than $10/click. Some features and tactics can be really powerful when done right, such as LinkedIn ads video remarketing for conversion and retention campaigns, or hyper-targeted content downloads to micro lists (sub 2k).