Fran Jakubowicz is the CEO of SunHouse Marketing, a digital marketing agency with an expertise in lead generation. Fran and her team have generated hundreds of thousands of leads and millions of dollars in sales for clients across verticals including tech, health, pharma, finance, law & education.
What digital marketing changes are impacting your campaigns as you head towards the end of 2019 and beginning of 2020?
AI has become incredibly sophisticated and is allowing marketers to target users in an extraordinarily focused way. It increases precision by analyzing deeper customer data and brings uncanny results. This impacts customer segmentation, chatbots, personalized product recommendations, remarketing and lookalike campaigns.
We often marvel at the efficiency and success rates of our lookalike campaigns that can perform even better than seed audiences. Furthermore with great AI you are removing the guesswork, really providing your audience with what they really need and want.
What is the BIG next thing for 2020 that marketers should be preparing for now?
A third of the world’s population uses messaging apps. With Facebook just launching automated lead generation ads (allowing marketers to qualify leads directly in Messenger with the option to continue the conversation in their preferred channel as well as integrating with popular CRMs) marketers better take notice. Messaging isn’t replacing traditional lead generation tactics – yet – but smart marketers will definitely be investing a significant chunk of their marketing budget on this channel in 2020.
Message based ads (Messenger, WhatsApp, Instagram, LinkedIn etc.) present the best possible scenario, getting in front of your audience where they are spending the most time and creating a personal connection with them in real time. If you are still using messaging as a customer service tool, you’ve really missed the boat. All the big players are now monetizing their messaging apps and it’s up to creative marketers with the help of some extraordinary third party tools to learn how to harness this opportunity.
What can our community learn from your upcoming session at DMIEXPO in Tel-Aviv, Israel?
We have spent the past two years experimenting and perfecting messaging funnels for our clients. We have done the dirty work so you don’t have to and we are going to share our most coveted strategies with you.
Furthermore, messaging ads require a new communications approach. It’s more direct, it’s more personal and we are going to share tips on how to communicate effectively too.
Finally we are going to share some of our favorite messaging apps and tools to generate qualified leads.
Who from our DMIEXPO speaker line up are you looking forward to learning from?
Dennis Yu is a brilliant, superstar Facebook Marketer and I love listening to him. I am intrigued by Steve Brown of Matchstick because I recognize that you can generate a million leads but without the skills to close them a sales team is lost. I’m also a big believer in email marketing management and I am sure I have plenty to learn from Keith Kouzmanoff. I also want to spend more time learning about Madgicx. We recently came across this tool and can’t wait to learn more.
What tips you can offer attendees to maximize their attendance at the DMIEXPO?
Tip 1: I am speaking to myself really as I’m shy by nature, and that is to get out of your comfort zone and network between sessions. I made some very valuable connections at the last DMIEXPO, literally working the floor.
Tip 2: It’s impossible to attend every session but there is always so much great content to learn from, and this year we’re talking about a two day event. I always bring a few staff members with me so that we can “divide and conquer”. We each attend separate sessions and I require those staff people to present the information later to the rest of my team so that everyone can benefit. Even if you are a lone business owner, coordinate with a colleague or two to ensure you are getting the most from the conference sessions.
What are a must do things you recommend to someone who is visiting Israel for the first time?
The Old City, Jerusalem
Scuba Diving in Eilat
The Banias waterfall
Hula Valley birdwatching
Tel Aviv Promenade
Zichron Yaakov and nearby wineries