First 180 days as VP of Paid Acquisition

Liam Collins entered Cognism’s VP of Paid Acquisition seat in February 2024.

He inherited a multi-million-dollar budget, hundreds of live campaigns and a set of legacy programs that had plateaued at the backend of 2023.
In this session, Liam will break down his restructure of Cognism’s paid media strategy. Delivering record-breaking returns in his first 180 days:
• Reviving Google Ads: with 600% growth and zero spend increase
• Scaling LinkedIn remarketing: with 240% more reach and a 230% MQL uplift
• Slashing cost-per-lead: with overall CPL declining by 80%
• Building an ABM program: that’s generated $300k of pipeline in 8 weeks

Key Takeaways:
• A process-driven approach to reverse diminishing returns from paid channels
• How to squeeze more from Google Ads without increasing spend
• How to build an ABM program that generates an enterprise pipeline