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EIC Agency

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Most brands underuse landing pages, and it’s costing them conversions. Too many B2B companies rely solely on their website to tell their story and guide users through complex journeys. The truth is, one website can’t be personalized to every prospect. Being clear, concise, and intentional about where you send users is crucial for maximizing conversion rates. Landing pages and squeeze pages give you control. You can tailor the headline, copy, and CTA to match a person’s intent instead of speaking to the masses. Here’s how to take it further: 1️⃣ Use your CRM’s dynamic fields to personalize landing pages in real time. Imagine landing on a page that says “Welcome back, Dustin,” in the headline, it instantly changes the tone. 2️⃣ Layer in details like job title, industry, or pain points to make the page feel like it’s speaking directly to that individual. 3️⃣ Align each landing page to one specific action; watch a video, download content, or schedule a demo. Keep it focused. My take: Your main website can’t do all the heavy lifting. The future of conversion optimization is personalization. When you make landing pages feel like one-to-one conversations, you not only boost engagement but also drastically improve lead quality. I’m Dustin Trout. Follow for B2B ad insights that help you turn personalization into performance.
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Content is usually what holds campaigns back, not strategy. With the evolution of AI, creating content, especially video, has never been easier. Now, with Google’s new auto video generation tool for Demand Gen campaigns, there’s absolutely no excuse not to test video. Starting November 1st, Google will automatically turn your existing image ads into dynamic videos for YouTube, Shorts, and Discover. That means broader reach, higher engagement, and stronger performance, all without extra production cost. My take: If you aren’t testing video now, you’re choosing to fall behind. Google is literally doing the heavy lifting for you. You can even set branding preferences, so staying on brand is no longer an excuse. At this point, the only thing stopping most brands is the willingness to learn and experiment. The videos won’t be perfect, but they won’t hurt your brand either, certainly not as much as avoiding them will. Video builds trust, drives engagement, and converts faster. AI just made it easy. I’m Dustin Trout. Follow for B2B ad insights that help you stay ahead of the curve.
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More B2B brands need to figure out how to modernize their offer by going eCommerce and building recurring revenue. Google just announced that US merchants can now offer subscriptions for physical goods directly through Shopping ads. That means recurring purchases—like coffee, apparel, or pet supplies—can now happen right in Google. And yes, this applies to B2B too. The hard part is coming up with an offer that works, but the payoff is massive. Recurring revenue increases LTV like nothing else. Example: If you’re an industrial supplier, create a “monthly maintenance kit” subscription that includes key products your customers use regularly such as filters, connectors, cables, safety gear, etc. It saves your customers time and keeps you top of mind year-round. My take: - Every major company has figured this out Netflix, Amazon, Dollar Shave Club, because it’s profitable, predictable, and accessible through small monthly fees. - Don’t say “my industry doesn’t do that.” Be the one that changes your industry. - Start by identifying consumables or recurring needs, integrate your CRM to track sign-ups, and automate upsells through email or retargeting. This move by Google opens the door for B2B companies to finally catch up. The ones that adapt fast will see shorter sales cycles and higher lifetime value. I’m Dustin Trout. Follow for B2B advertising insights that help you turn innovation into ROI.
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🎥 Video is still one of the most underused tools in B2B marketing. Most brands avoid it because they can’t see how it drives conversions. They focus on last-click attribution and miss how much video influences awareness, engagement, and sales down the funnel. YouTube’s new Brand Pulse Report changes that. It uses AI to track every brand mention across paid ads, creator collaborations, and organic videos—finally showing how video amplifies overall performance. Here’s why this matters: 1️⃣ You can now measure how video starts or assists conversions, not just last-click results. 2️⃣ You can identify which videos are driving real impact and double down on them. 3️⃣ You’ll have data to prove that creative storytelling builds brand trust and ROI. My take: Photos are fine, but they don’t communicate emotion or value the way video does. With AI accelerating content creation, there’s no better time to start testing video at scale. If you aren’t leveraging video yet, you’re already falling behind. I’m Dustin Trout. Follow for B2B ad insights that connect content, data, and ROI.
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Content has always been the name of the game, but with AI accelerating production, it’s no longer a nice-to-have, it’s a must. Search is changing fast. SEO and PPC are no longer separate strategies. As search engines evolve into conversational platforms, your paid and organic efforts need to work together to boost visibility, intent alignment, and authority. My take: If you aren’t learning how to create content at scale, you’re already behind. - Start by using AI to help you produce a few blogs per week. Post them consistently. - Then, learn how to use automation to handle the repetitive parts of content creation and posting. - Use paid search to accelerate learning. Look at what people are searching for, what converts, and where your highest-value keywords are. - Take that data and turn it into SEO-focused content. As you begin ranking and converting organically, pull back spend on paid search and move your focus to the next best keyword. The work is never done. Even with AI boosting productivity faster than any other industrial revolution, the brands that win will be the ones that keep learning, testing, and improving every single week. I’m Dustin Trout. Follow for B2B advertising insights that help you grow faster in the AI era.
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TikTok just got some lifeblood with the new $14B deal approval, and I think this is a big moment for B2B. Most B2B brands still dismiss TikTok, assuming their audience “isn’t there.” The reality is different. TikTok’s fastest growing audience is older, more affluent users, the exact buyers many B2B companies want to reach. At the very least, test retargeting. If your audience truly isn’t on TikTok and you’re prospecting well, you won’t spend a dime. But more often than not, there is way more audience on these platforms than brands assume. My take: - Stop thinking with your gut and start testing with data. - Use tools like SayPrimer to target exact B2B audiences on TikTok and other “consumer” platforms. - Remember, every platform has more of your audience than you think. You just have to test to prove it. If your competitors are ignoring TikTok, that’s even more reason to lean in. I’m Dustin Trout. Follow for B2B ad insights that help you find opportunity where others see risk.
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I have been waiting for this moment for 2 years. OpenAI is officially building an ad platform for ChatGPT, aiming to let brands run campaigns directly inside the app and reach 700 million weekly active users by 2026. Why this is huge: - OpenAI has more data on how people think, search, and interact than any other platform, across both work and personal contexts. - That data gives them the ability to deliver hyper-relevant targeting and better ad performance than what we currently see from Google or Meta. - Unlike cookies, the way OpenAI collects data will come with far fewer privacy concerns, which means they can move faster than the big incumbents. - And because it’s new, CPMs will likely be cheap. This will be a wide-open blue ocean for a few years. My take: This could be a massive unlock for B2B advertisers. If you want to test channels that give you an early-mover advantage, this is the one to watch. I am beyond excited to test this out once it rolls out. I am Dustin Trout. Follow for B2B ad insights that keep you ahead of the next wave of opportunity.
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Google keeps pushing more AI and fewer controls for advertisers. Over the next few years, campaign success will depend less on manual ad management and more on how well your data is integrated. Too many companies still neglect data hygiene, and that will cause these AI models to optimize toward bad leads and negative ROI. What this means for B2B brands: - If 20 to 80% of spend is tied to hidden search terms, your clean data is the only thing telling Google what actually works. - First-party data and precise conversion tracking are non-negotiable. You need to show the platform what a qualified lead looks like and what deal value comes from it. - Auto-apply recommendations can hurt you. If your data isn’t clean, you’re letting AI make optimizations on broken signals. My take: Data cleanliness is becoming one of the most important factors in digital advertising. If you don’t invest in CRM discipline, offline conversion uploads, and clear definitions of qualified leads, no amount of budget or bid strategy will save you. AI can be powerful, but it is only as good as the signals you feed it. I’m Dustin Trout. Follow for B2B ad insights that put clean data at the center of performance.
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Google just rolled out Smart Bidding Exploration for Target ROAS but most B2B brands will miss the upside because they are not feeding deal revenue back into the platform. Here is the problem
• Many teams are still not tracking conversions at all
• Those who do track often optimize for the cheapest leads, which usually means the smallest deal sizes
• Without real revenue data, Google’s AI has no signal on which prospects turn into profitable customers Here is the opportunity
• Sync your CRM so closed-won deal values flow into Google Ads
• Switch to value-based bidding and set a ROAS target that reflects true profit goals
• Let Smart Bidding Exploration hunt for larger opportunities instead of low-value form fills Yes, wiring up revenue data is hard. Working harder every quarter for shrinking results is harder. I am Dustin Trout. Follow for B2B advertising tactics that turn ad spend into meaningful ROI.
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The new Zoho CRM and Google Ads integration is a smart move, even though I’m not a huge fan of Zoho. This update lets advertisers sync first-party data into Google Ads to: * Build Customer Match audiences * Import offline conversions for better attribution * Use Enhanced Conversions for Leads to improve tracking accuracy My take:
Every marketer should be doing this. First-party data is the key to optimizing for real outcomes like revenue and ROAS, not just surface-level leads. The reality is that very few actually connect all the dots. They stop at lead forms and never send quality signals back to Google. That’s a major missed opportunity. We offer this out of the gate using HighLevel. When we can tell Google which conversions are valuable and which ones are not, campaign performance improves significantly. This isn’t just a smart update for Zoho users. It’s a reminder that connecting your CRM to your ad platforms is now essential if you want to grow efficiently. I’m Dustin Trout. Follow for more B2B advertising insights focused on what actually drives performance.
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Every dollar I help a client make is a step toward freedom. It’s why I’m so passionate about ROI. The greater the ROI, the greater the margin. And margin gives you time. Time for more product development Time to take that trip you keep pushing off Time to actually be present with employees If there’s one thing every human has in common, it’s wanting more time in our day and life. This is why I care so much about ROI, it’s about creating time. It’s about changing family trees.
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