Grow your B2B Lead Generation

Charles Kirkland: Welcome back for another exciting episode of the Media Buyer Podcast.

Michael: Charles, thanks so much for having me.

Charles: Dude! Thank you! I’ve been a huge fan of Adstage. You guys rock! You produce some of the most innovative and cutting edge content in the media buying space every week. Thank you for that.

Tell us about what Adstage is and how can it benefit us?

Michael: Well, Adstage is a cross network ad platform and if you talk- essentially, what advertising today, they’re advertising on multiple networks – so, Google, Bing, Facebook, LinkedIn, Twitter. And essentially, Adstage allows you to bring all those sources in under one roof where you can make optimization either in one network or across all.

So, it brings all that data together. We’re a little bit different than some of the other solutions out there. So, I think that a new age of technology or state, has more of a premium model where you get to get in there without going through a sales rep, or without doing a contract, see if it works for you, and then having a very easy kind of pricing system, opposed to previous engagements of enterprise level technology where you go through a sales rep. They hand you a contract and you really didn’t get to see if that solution was right for you. So, that’s where we kind of sit in the market.

Charles: Dude! I absolutely love that. I’ve used Adstage before. It truly is enterprise level. If you’re saying hey, what’s PPC? It’s not right for you. It’s not right if you’re at that level.

Michael: Facebook, LinkedIn and Twitter.

Charles: Absolutely. Being able to see all that data – from one interface, you can manage multiple things. That’s a big deal, because most of the time, we’re logging in. We’re like, we’re going- we log into Facebook with Ad Espresso. Then, we go to Facebook and then hey, well, you know- go out of Facebook. We’re in Google. We’re looking at just Google’s reports, and then we go to Twitter. We’re looking at multiple dashboards, constantly, not really having a good feel of how all of it fits together.

Plus, another issue. When you’re using multiple traffic sources, how does one traffic source effect another? Unless you’ve got something like the Adstage, you know, you’ve got that. You can look at it and go, hey, we’re getting a lift out of “X” from “Y,” which makes a big difference. And guys, you’re really set up to do one thing, what, to save time for the advertiser. Correct?


Michael: Exactly. As you just spoke about. So, whether it be reporting or whether it be layers of automation – So, a marketer can build any algorithm that they want. And it sounds really daunting.

If my cost for conversion gets $100, pause these underperforming ads for me, Adstage, and do it once a day, and send me a log of what’s happening.

Charles: Dude! That’s huge. Because I’m going to tell you if you look at your PPC spend at any given day, where’s your ad being spent? Guess what? Jane Doe got on at five am. And she was available to eight, where you probably made that initial contact. Then she waited. She got home from like five to nine. She made a purchase. So, between, you know, pretty much the rest of the entire day, you had ad spend and very little ROI, very little lift, if anything, from it.

So, you’re saying you have the ability to go in there to these networks that currently do not have anything advanced like that. You can literally do the day-parting- which guys, if you’re not doing day-parting you’re either advertising oxygen, which I doubt you’re selling that today, or water, or you’re probably losing money. And I want to be more inclined and say you’re losing money. Day-parting is massive.

And you only get that data from getting ads up and going. And the ability to have the day parted in multiple platforms is huge. That is massive. Now, with that said, what is the big thing- What is Adstage- Where are you all going at? I mean are you looking at being the all-in-one platform for everything, or just for the big traffic networks, or how is that working?

Michael: Yeah. I think in your solutions suite, as much as marketers want to have better- I don’t think necessarily they want to have one tool that solves everything. They just want to have good integration and use certain tools for different workflow. And where we find our target market is really late stage B2B companies who are looking to hit the gap, so, they usually have a demand generation team.

Or you have the mid-share agencies, where they can’t afford the really, really expensive solution, and they’ve just completely outgrown them, especially in a reporting end, having multiple accounts. So, where we really excel, and what we’re trying to do on it very easily to a client, or to your team, and then build a layer of automation on that and today, the five networks.



Tomorrow, we are looking at, potentially, additional networks such as Pinterest and a few others, but what really we’re excited about is the greater integration of technology. So, bringing in your database, your CRM database, your automation database, and being able to advertise off of that.

Charles: Dude! That’s impressive. I mean when you’re looking at it, most people, I hate to say it – they’re running multiple reports from multiple traffic sources, trying to get something that is intelligent, legible, and, from an attribution standpoint, it can be a monster trying to manage all that- ad spend allocation, and to get a report that says, okay. This is what we’ve got. This is where we’ve gone. This is what we’re going to be doing.

I mean, I think from a forecasting from any advertiser, for any B2B, let’s face it, if you can’t forecast, you’re running in the dark. And I see so many marketers – by the time they can pull reports from all these different platforms – and all of them have a different interface anyway. By the time you get the report pulled, get it to somebody, the ship is already going in the wrong direction.

Literally, you’re changing direction of the ship just a day late every, single day. And what you guys pretty much offer is, one-stop integration, one-stop reporting, one-stop automation, to pretty much, automate the entire process.

Michael: And you hit the nail right on the head. I think when someone, you know, typically, when you’re looking at different data sources- so, when you’re looking at your search and your social, you have to pull back Excel. You have to match those columns. And then once you find actionable insights, you have to go back into your individual network and make those changes.

Where you’re used to, as a TPC marketer, seeing all that data, and then making an in-line change in your dashboard. Unfortunately, when you go cross network- across data networks, you have to report in Excel first, understand what to do next, then go back and retrace your steps, and then make an adjustment.

Charles: Guys, that’s huge. I mean- I’m going to just tell you- I’ve been to the point where literally, I had an accountant at my desk. Her job was to do one thing – give me something that I could understand about every traffic network. And truly, it’s a full-time job. I mean-

Michael: It is

Charles: -in any agency, in any B2B situation, when you’re doing lead gen, you’re tasked with getting results – it may night sound like a lot – well, it’s only a day. It’s only 24-hours. A day is an eternity in the world of paid traffic. I mean, if you’re spending- just imagine taking whatever your daily budget is. Go to where the nearest interstate is. Throw it off there. At least people will stop and you’ll be on the news as a crazy- have your name on the back of your shirt once you do that, by the way. Or you could just get Adstage and just say, you know what, I can pull a report. I can pool that data. It’s all integrated. It’s a time-saver.

Well, dude! Thank you so much. Where can we find out more about Adstage?

Michael: So, you’ll find us at Or you can go to if you’re looking for general resources across all the different networks. We have plenty of great content. And really, at the end of the day, we just want to better educate people about each individual network, so you can become a better PPC advertiser. If you do, you know, use the platform, give us lots of great feedback. Literally, areas of product are evolving, specifically from user feedback. Huge for us. So, we’re here to grow the community.

Charles: Dude! I’m excited. Thank you so much. Guys, check out I’m going to tell you that when you do, I think if you’re using multiple traffic sources, you’re going to be like, hallelujah. When you let your reporting person go, be nice about it.

But anyway, this is Charles, guys. I’ve enjoyed it. Hope you’ve enjoyed it. Share the podcast. Whether you’re looking at this on Facebook or you’re listening to it inside of your mobile device, give us some stars, like, share it.


charles kirkland
charles kirkland

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.