B2B paid ads playoff: Unconventional tactics crushing performance

Knowledge you can get. I can go talk to Claude and get a one-page marketing plan. But wisdom comes from people actually doing the job. And we've found that that's what marketers love.

If you just knew what to press on my product or what if I just knew what ad to ship that would work in the market.

You may not like incentivized demos. You may not like getting these messages, but I like when someone's like, okay, that's great, that's an opinion, but the reality is like they work, and here's why.

Key Insights

Traditional sales-y LinkedIn creative is not effective for B2B companies in unfamiliar categories like device intelligence, leading to high CPLs and low reach.
B2B companies can successfully utilize TV advertising by repurposing existing video assets and leveraging digital targeting capabilities to achieve full-funnel results.
Out-of-Home (OOH) advertising can be data-driven and measurable for B2B brands, even with inherent measurement challenges, by setting up control and test markets.
Longer-form video ads (e.g., 9-minute explainers) on platforms like LinkedIn can be highly effective for B2B, driving lower cost-per-demo by allowing for a comprehensive pitch.
Incentivized demos, while controversial, are the fastest and most direct way to generate meetings and drive pipeline in B2B, often exhibiting high show-up rates.
Leveraging ChatGPT for paid ads, particularly in middle-of-funnel educational content, can yield positive leading indicators and even drive direct conversions, especially when shifting budget from traditional platforms.
Google's AI Overview is increasingly impacting paid ad placements, pushing them further down the search results, necessitating careful strategies when using automated bidding features.
Product personification and visual analogies can create engaging and memorable ad creatives for 'boring' tech products, leading to higher engagement and lower CPMs.

Metrics Mentioned

60% increase in activated sign-ups (Achieved within the first month by Fingerprint using a scroll-stopping playbook for Meta ads.)
$1,000 spent (For a B2B TV ad production for Satori.)
2 million impressions (Achieved by a $1,000 B2B TV ad for Satori.)
$200,000 generated in pipeline (Attributed to a $1,000 B2B TV ad for Satori.)
244 million impressions (Achieved by SurveyMonkey's out-of-home campaign.)
7% increase (In SurveyMonkey's page views over Easter (a period usually seeing a seasonality dip) for Chicago and Boston due to an OOH campaign.)
$4,500 in spend (For a long-form LinkedIn video ad campaign by Lendio.)
5 demos produced (From $4,500 spend on a long-form LinkedIn video ad campaign by Lendio.)
60% lower cost per booked demo (Achieved by Lendio's long-form LinkedIn video ad campaign compared to account average.)
$100,000 spent (By an enterprise SaaS company on incentivized demo ads.)
$4 million in pipeline (Drove by an enterprise SaaS company from $100,000 spent on incentivized demo ads.)
45x pipe-to-spend (Achieved by an HR company using competitor conquesting with incentivized demos.)
77% conversion rate (From meetings to trial for a new AI product using incentivized demos.)
900% increase (In ChatGPT ad experiment budget by PactView after four weeks of results.)
80% cheaper leads (Achieved by Onboard.com's product personification ad creative.)
50% cheaper cost per thousand views (CPM) (Achieved by Onboard.com's product personification ad creative.)

RevBots.ai View:

AI Sprinkler stage teams should test ChatGPT ads as Google loses dominance.
ARM-ready companies can automate creative testing across these unconventional channels.
Tab Hoppers lack budget for experiments; SaaS Hoarders drown in disjointed ad data.
Incentivized demos work but require ARM-level ops to avoid brand degradation.

🎧Full Episode:Exit Five →

RevBots.ai View:

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