A2: B2B tends to be a much longer, much less linear and much more emotional process - this isn't a quick thing that you can forget; it's something that's likely going to be a core part of your life/work for years (and can be career-ending for some people). 1/x #ppcchat
A2.1: We invest a ton of time into building budget models + projections (it's a long-term game - gotta set expectations + identify milestones) understanding our audience, creating relevant content, meticulously targeting every aspect of the campaigns, etc. 2/x #ppcchat
A2.2: B2B is one area where (IMO) you need to be brilliant at the basics + buttoned-up in your strategy + structure. B2C mistakes can cost you $5 a click (bad, but not outrageous); B2B mistakes in competitive spaces cost you $100 or $200. Much bigger ouch. 3/x #ppcchat
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