Video

One way a marketer can address being asked to commit to a growth number they do not feel confident in is to present a spreadsheet model showing the different levers that need to be pulled to reach the target. The speaker suggests walking leadership through each step, demonstrating what would happen if only paid media spend is increased versus what would happen if various conversion rates and costs per are improved.

But SEO fundamentals is still very, very important. And doing a lot of the same SEO fundamentals that we would have recommended 5 years ago, is still going to have an impact today, even with, you know, 30 different AI platforms and new search engines and all of that. All of that is still very important. So, not forgetting that even with all the flashy new things that come out.

Is LinkedIn more expensive than Meta Ads? On paper, yes. You got to take it a little step further. So, what you should be doing is running some financial modeling against both platforms, and that’s the LTV CAC analysis.

If you want the secret juice, it’s video ads. And it’s not just on Meta, it’s also on LinkedIn. But video ads, using those as prospecting, brand awareness, pumping out quick 15-second, 30-second video ads, talking about your product, talking about your software, talking about your company, very engaging. It could be that you clip them. Get the user excited and learning a little bit more about your product because we all know with B2B, it’s a long nurturing process. And what do they always say? A picture is worth a thousand words. So video is 10 times that.

Key takeaways:
The best creative format on Meta for B2B right now is video.
The most overrated Meta ads feature or tactic that “needs to die” is Advantage Plus.
If you had to choose one platform for B2B, the speaker would pick Instagram over Facebook, specifically recommending Instagram Reels plus video.

Meta vs. LinkedIn for B2B: Many B2B marketers believe Meta (Facebook/Instagram) is only for Business-to-Consumer (B2C) and e-commerce, while LinkedIn is strictly for B2B. However, the speaker believes this concept is untrue.

Learn how to build a B2B video creation strategy from scratch and create videos that drive brand awareness and pipeline growth even without on-camera talent.