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.
You’re spreading budget across 10 channels because somebody told you diversification reduces risk when in actuality it adds to it. Research shows that 70% of marketing source pipeline comes from just four channels. Events, search, social, and SEO. And yet most B2B teams are running 8 to 12 channels and wondering why nothing’s working.
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.
Why demand engines often fail within the first 30 days and an outlined strategy for building a successful foundation during that time.
A marketing rebrand is often not the solution when pipelines stall and campaigns fail to convert. They state that a rebrand will not fix a broken go-to-market strategy, unclear positioning, or non-converting campaigns. Instead, it will consume six months and a $4 million budget.
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.
Every campaign starts with three things locked in before we write a single ad. One, the funnel stage. Are we optimizing for awareness, consideration, or intent? Secondly, it’s the northstar metric for us, it’s SQOs and pipeline dollars. Thirdly, what’s the attribution model? How are we tracking back to revenue? What’s the look back window? And what counts as influence? When you align on those three things before you launch, it changes everything.