What you’ll learn in this episode: Why B2B companies are often underserved by traditional marketing companies and strategies What the different parts of the digital marketing funnel are, and how understanding the funnel can help you generate and convert qualified leads Why websites are still a key part of a marketing strategy How giving away expertise for free can actually generate more business Why the most successful companies are the ones that resolve their customers’ pain points About Ted Lau Ted Lau is the owner of Ballistic Arts, an award-winning high-touch digital marketing agency that focuses on growing sales leads for small and medium sized businesses. He leads a team of creative professionals in digital marketing strategy, video production, graphic design and web development to provide effective ROI for businesses that want to raise brand awareness and garner tangible leads for their business growth. Ted is also a host on Canada's #1 marketing podcast Marketing News Canada where he discusses the latest insights on all things marketing, advertising, and communications with today's brightest minds in the industry. Additional Resources: Ballistic Arts Instagram Ballistic Arts LinkedIn Ballistic Arts Facebook Transcript: Small and mid-sized B2B companies may not draw as much attention as B2C companies, but their business makes up the majority of North America’s economy. While their marketing may not be as flashy, B2B companies still need no-B.S. strategies that generate leads. That’s where Ted Lau, founder of digital marketing agency Ballistic Arts, comes in. He joined the Law Firm Marketing Catalyst Podcast to talk about the importance of the digital marketing funnel; why tracking is the key to generating qualified leads; and why likes, followers and impressions mean nothing if they don’t increase revenue. Read the episode transcript here. Sharon: Welcome to the Law Firm Marketing Catalyst Podcast. Today, it’s my pleasure to welcome Ted Lau, founder of Ballistic Arts, a digital marketing agency. Ted is speaking to us from Vancouver, Canada, although they have an office in Bellingham, Washington and they work all over the West Coast. Ballistic Arts combines innovative, creative storytelling with leading-edge analytics so they can really move the client’s needle. Ted leads a team of experts in design and branding video production, web development and lead generation. We’ll hear all about this and more today. Ted, welcome to the program. Ted:       Thanks, Sharon. Happy to be here. Sharon: So glad to have you. Tell us how you got where you are. Ted:       That’s a long story. I’m starting to age a little, hopefully in a good way like fine wine. Basically, right after university, I started the business. I was trying to get into the film industry. I graduated four months or so after 9/11 so nobody was hiring, so I thought, “I’m just going to freelance and what not.” I worked on an indie film. I met the director at the time, and he and I got along quite well. He was like, “Do you want to start a business together?” I was kind of naïve in my early twenties, and I was like, “Well, yeah, how hard could that be?” There you go. We started setting off on our journey. We started as a video production company, and then one thing led to another. A lot of our clients were SMBs, small and medium-sized businesses, that didn’t have the wherewithal or the budgets to hire large agencies to help them do all their marketing. This is, again, in the early 2000s. I had to make DVDs that people could stick into their machines, and a lot of them said, “I don’t even have a TV in here, but I notice that you design your own brochures, and it’s quite lovely. Can you design mine?” In your early twenties, you’re like, “Well, yeah, I’m starving. I’ll do whatever. Yes, I can do that.” So, we immediately got into the graphic design biz. A few months after that, people said, “