0:05
Yo yo what’s up? We’re back with Sour and Sass episode two and I have the
0:10
great pleasure of having Angie Glass Slooh on the podcast with me. Say what’s
0:14
up to the people. Hi. Nice to see everybody
0:18
to be here. Really excited. Also nervous about this, but
0:22
happy to be here. Great vibes. I’m excited.
0:26
I think you’re going to do great. Uh, I don’t think you’re going to do as much
0:29
eating as Ding did. He had to rap too at the end. So, I don’t think you’ll have
0:32
to rap at the end. That you at least get that. Uh, what’s your title and what do
0:36
you do? Why Why are you here? I know I invited you, but let them know
0:41
why. Let’s jump straight into it. Uh, my
0:43
title is paid media manager at Directive Consulting. I’m here to talk about meta
0:51
ads. I believe that is right. You hit the nail on the
0:54
head. So, I got a question uh just to kick it off because we don’t like to do
0:57
long podcasts because no one wants to hear about B2B marketing for an hour and
1:01
a half. So, let’s go ahead. Yeah, let’s hop into it. So, with Meta, most uh B2B
1:05
marketers think that it’s just for B TOC and they think LinkedIn is strictly for
1:08
B2B, but I think you’ve proven that concept to be untrue. Um, so my first
1:13
question is why do you think B2B companies are sleeping on Meta and
1:18
what’s the actual performance gap between the two platforms?
1:21
That’s a great question. Um, I will say that there is some validity to that. Um,
1:30
LinkedIn has historically always been seen as the main driver of B2B
1:37
professionalism. That’s where my decision buyer is already and they’re in
1:42
that mindset versus on meta ads, you go over there and um, a lot of times people
1:48
think that they’re in that consumer mindset, which is more so e-commerce.
1:52
I’m looking to buy a bag or buy some new shoes or feed me like an algorithm that
2:00
entices me a little bit, not software. So, I I do get that,
2:07
but it is changing. Um, and so what I would say, what I’ve seen
2:14
recently is that the CPLs are actually cheaper on Meta compared to LinkedIn.
2:19
And I know that’s kind of cliche of, oh, LinkedIn’s always expensive, so that
2:24
makes sense. But you have more accurate targeting on LinkedIn. You’re able to
2:30
get very precise with job titles, whereas Meta is just uh a bowl of soup
2:36
and trying to grab the A and see what you can get. Um, but we’ve seen a lot of
2:42
success with it. And I honestly think the the main attributor to the success
2:47
with Meta has been primer. What are you doing before you get to the platform?
2:54
How are you creating these audiences? What is that pro what does that process
2:57
look like? Um so we use primary, we use Zoom info, we create specifically
3:03
curated TAM lists and we do a lot of ICP research. And so once we have that
3:08
audience built out and then we upload it to Primer. I don’t know how familiar you
3:12
are with Primer or the audience, but it’s a is an audience targeting and
3:17
activation platform. So basically
3:21
there’s a couple ways you can do it, but we upload a TAM list into Primer and
3:25
then we have it enrich it and it creates a a separate audience that you can
3:31
upload into meta that provides a greater onetoone match rate. So you know on Meta
3:38
typically people who are signing up for Meta or Facebook are using their uh
3:44
private private emails like their personal emails not their business
3:49
emails. Primary essentially helps bridge that
3:52
gap for you. Thank God so that you can have a higher match rate and actually
3:57
find those people on those BTOC platforms, those social platforms. So we
4:03
use Primer in that way. And then um once you have your your
4:09
audience locked down and you have that high match rate and um
4:16
that’s honestly one of the most important things to success with meta
4:20
along with creative rotation.
4:25
Creative fatigue goes hard. So you need to be rotating things very very fast.
4:31
People burn out. Creative fatigue is um such a real thing on Meta compared to
4:37
LinkedIn. Does that
4:40
that answer the question and you really went into another question.
4:42
Okay. Yeah, let’s jump into the other question.
4:44
I’m act like I’m the one eating these. Uh here’s your next one.
4:47
Okay. So, let’s talk creative. What’s the
4:50
difference between a meta ad that works versus one that dies in the feed? Like
4:54
for LinkedIn, what works? And then for meta, what works differently on meta
4:57
than LinkedIn as far as creative goes? It’s for creative.
5:00
Mhm. Yep. There it is.
5:06
Honestly, it’s this is such a number four answer.
5:10
It depends. I can use that because I’m a marketer.
5:16
It depends. Number four. Honestly, it’s just about testing. It’s
5:22
just about con consistent testing, having multiple rounds of creative going
5:27
at the same time enough to where and AB testing consistently between those
5:33
multiple rounds to see what resonates and resonates with your audience a
5:39
little bit more. Um, I’ve seen sometimes where the
5:43
creative is very successful on LinkedIn and then it’s also successful on meta.
5:48
I’ve seen times where it’s more successful on Meta and it’s not as
5:52
successful on LinkedIn. I think it’s more about the type of
5:57
creative that matters most. Dive into that a little bit. What type
6:01
of creative what type of creative you’re seeing winning on on Meta right now?
6:05
Video ads. Oo, talk about it. Why
6:08
video ads? If you want the secret juice, it’s video ads and it’s not just on
6:15
Meta. It’s also on LinkedIn, but video ads, using those as prospecting, brand
6:21
awareness, pumping out quick 15 second, 30 second
6:26
video ads talking about your product, talking about your software, talking
6:29
about your company, very engaging. It could be stuff like this where you clip
6:34
them. Um, get the user excited and learning a little bit more about your
6:38
product because we all know with B2B, it’s a long nurturing process. Yes. And
6:43
what do they always say? A picture is worth a thousand words. So video is 10
6:48
times that. Oh,
6:50
I just made that up actually. I don’t want to say that. But a picture thousand
6:54
words and a video is always going to be 10 times that. So starting off with
6:59
video at cheaper CPMs and then retargeting
7:04
at a cheaper cost you gets your CPL down. But just to let you guys in on a
7:10
little bit secret. So, going back to our earlier topic of how is LinkedIn more
7:16
expensive than meta ads? On paper, yes. On paper, yes. If you’re comparing the
7:23
CPLs on LinkedIn against Meta, the the CPLs are going to be cheaper. I’m
7:29
talking maybe we can see like between like 130 to 300 on Meta and
7:36
starting at the three to four range on LinkedIn plus. I know some people are on
7:41
a thousand to300 but they say because the quality is better and you have
7:46
precise targeting on LinkedIn it’s worth it.
7:49
You got to take it a little step further. So what you should be doing is
7:53
running some financial modeling against both platforms and that’s the LTV CAC
7:58
analysis. So if you’re not doing that that’s what you should be doing next. So
8:01
not looking at the surface level CPL numbers but you want to look a little
8:05
bit deeper of how are they progressing throughout the funnel. are they going to
8:09
your proposal stage? Are you actually getting bookings? What’s your um ROI
8:15
return on that particular channel? And you know, have fun with your pivot
8:20
tables, have fun with your data analysis, and then compare at that
8:24
point. So when we get to the LTV CAC analysis, sometimes what we see is that
8:30
although maybe we spend 100,000 on LinkedIn and maybe only like
8:35
30 or 40 on on Facebook, the actual CAC, the customer acquisition
8:44
cost could be cheaper on LinkedIn or it could be cheaper on Meta. It just
8:50
depends. Um, so I think that’s really important when
8:55
you’re trying to measure accurately measure out a channel. If it’s
8:58
successful enough, is it actually cheaper? You need to be looking at that
9:02
level. And I think a lot of people get stuck on the surface level of what is
9:07
the CPL of it? Is that worth it? Well, what is your
9:10
CAC? Because what you care about at at the
9:14
end of the day is is this making me money? That’s what matters, right?
9:18
This is true. This is true. So then how would you handle the objection that
9:22
people say, “Of course Meta is cheaper than LinkedIn. It’s because it’s lower
9:25
intent leads.” How would you how would you answer that?
9:28
Oh man, I’m so sorry.
9:39
I feel bad for your taste buds, but you’ll be fine.
9:42
I would say that can happen. That can happen
9:48
if you don’t have the right targeting 100%.
9:53
You can get spammy leads, less quality leads.
9:58
It’s happened to us. Mhm.
10:01
There’s a couple signals you want to make sure when you’re setting up your
10:04
campaigns to avoid that. And Meta doesn’t make it easy. No.
10:08
Their advantage plus little programm. done so many tests on it. Every time
10:17
that I test it, I’m like, I’m going to give this a shot. Let’s let’s just see.
10:21
Yes, your CPL goes down. Um, which is kind of what they promise.
10:25
They don’t necessarily promise the quality, but yes, your CP CPL goes down.
10:30
I think I did a recent test and it went down like I think it was like 27%. Or
10:34
something like that, but then it was all crappy leads because
10:38
we had um the advantage plus audience turned on. So basically what that does
10:42
is it’s using Meta’s native targeting to say okay based on this audience that
10:48
you’re feeding me like your TAM audience if there are
10:53
users that display the same behaviors and have the same interest because
10:58
remember it’s very different compared to how LinkedIn has all of their native
11:01
targeting compared to like companies and job titles and all that stuff. So, if
11:05
they have the same behaviors and interests, we’re going to actually fit
11:08
them into this bucket cuz they would be more likely to um to complete the lead
11:14
form. But often times, like, of course, you’re going to get spammy leads because
11:20
if you think about the people who are actively on Meta and completing those
11:24
lead forms. Yes. Yes.
11:26
You don’t want the people who are always completing lead forms, that equals spam.
11:30
Yes. Um, so I would say that 100 that statement can be true if you have those
11:36
things turned on. So make sure you have them turned off. And it’s that is very
11:40
sneaky about having like being able to turn them off like it you have to do at
11:46
the very beginning of when you’re setting up the campaign. Make sure you
11:50
opt out of any sort of advantage plus audience, etc. Because once you make the
11:56
the campaign, say you accidentally opt into it, right,
11:59
you can’t turn it off. You have to remake the campaign. So,
12:03
they don’t make it easy. Yeah.
12:05
Um I feel like I’m totally getting off track. It’s dumb things. But
12:10
I know. I know. I really hope Mark Zuckerberg doesn’t hear this and like
12:13
like Facebook slap our account. I I still love Meta. I’m just saying.
12:20
Maybe Fix Your Advantage Plus. I mean, this this flows right into a great
12:25
question because I think these last two before the lightning round is going to
12:27
help some B2B marketer out there. Okay. Okay.
12:29
So, is there a common mistake you see other B2B marketers making on Meta that
12:33
you know from experience does not work? Advantage plus.
12:37
We going to stay on that one. I like it. Okay.
12:39
Advantage plus. Don’t use it. Don’t use it for your audience. Um,
12:45
no. Don’t use it. I I I think there’s a difference too between the turning on
12:50
the advantage plus and using like a lookalike audience.
12:54
I think there can be specific times where
12:57
you do see really good quality from the lookalike but not from the Vantage Plus
13:02
but I I have never seen it work. If if you
13:06
somehow have made Advantage Plus work for you,
13:09
yeah, let us know.
13:11
Yeah. But that’s what I would avoid at all
13:13
cost. Okay. The second thing I would also say is the creative rotation.
13:17
Okay, that’s the big another big mistake. Not
13:20
pumping out enough creative to feed that type of platform. It’s very different
13:26
compared to LinkedIn. It needs to be much quicker and a much much faster
13:30
rotation because they show your ads a lot more.
13:33
The frequency is higher on those BTOC platforms.
13:36
Okay, so let’s talk about that where you just use
13:39
mistake, right? Uh because you’re about to help somebody, you don’t even know
13:42
it. Okay. So, when you’ve ever made a mistake or a
13:46
bet that you made did not work out, how did you explain that to leadership when
13:50
you had to pivot? Oh man.
13:56
Yeah. So, this is fun because my boss is actually the CEO.
14:02
He’s also CMO. Um, and so I think honestly it just comes down to
14:10
how you communicate the test beforehand and setting it up
14:14
of making sure the expectations are there of, hey, we want to test this. So
14:20
for example, testing like the advantage plus and testing the the native
14:24
targeting on Facebook. We talked about it. Um, some other people had saw
14:28
success success with it. So we’re like, hey, let’s give it a shot. But we’re on
14:33
the same page of, hey, we’re willing to test this. It may or may not work.
14:37
Let’s um document it and see how it goes. And so I wouldn’t necessarily call
14:42
it a mistake. It didn’t work. You know, we we have a really great relationship
14:47
with our sales team and they gave us the feedback and they were like, “These
14:51
leads are crap. Let’s turn this off.” So we turned the test off. Um had a
14:56
conversation. I’m very fortunate to have a boss where he values those things. He
15:03
values those learnings because then that’s things that we can share with our
15:08
clients. So, we always treat Directive, our internal marketing team, as like the
15:13
test bunny. We want to we want to go crazy and do
15:17
all of the wild tests, like test the things that people say don’t do and see
15:22
how it works out. Um, and we rather do that for do it on ourselves than on our
15:27
clients. Like we don’t we don’t want to mess around with our clients stuff. We
15:31
want to make sure that it works and then deliver the best and deliver excellence
15:35
to them. So I’m very fortunate to have a boss that understands that and
15:41
encourages that and um it it’s helped me quite a bit. I have
15:45
been in situations in the past where it hasn’t been as understanding and I think
15:49
there’s a lot of disconnect there where um you know our CEO Garrett he’s in the
15:55
weeds. He can get in the account right now and do exactly what I do. He can do
15:59
every single role at our company down from strategist SEO paid. He can do
16:06
it all and he does he gets very involved with it. Um, I’ve been at a company
16:12
before where leadership wasn’t that involved and could not get to that
16:16
level. And I think that’s the case for a lot of people
16:19
of where that’s where they start to see that disconnect of not understanding the
16:24
test and not understanding like treating it more as a mistake rather
16:28
than a learning. So, I think setting that expectation up front and
16:33
making sure that you guys are on the same page will save you later on.
16:37
Okay. Well, we’ve hit that point in the video where uh you gonna have to just
16:41
eat these back toback. Oh man.
16:43
So, I’m gonna hand these to you and we have five questions. One of them
16:47
you already answered, so it makes it a little easier for you.
16:49
Yay. Um so, you get 30 seconds to answer each
16:52
question. Okay. I think Do I have to take this every sing before
16:55
every single one? Yes.
16:57
Okay. Yes.
16:58
My stomach. Yeah. You’ll regret it later, but this
17:02
would be great content. So, um can we get sponsored by these people as
17:05
well? I was asking about that. Also, Saratoga,
17:07
Ashton Hall. I think we should also get I think we should.
17:10
Yes. Fruity Riot
17:12
at Whole Foods. Whole Foods, too. All right. Okay.
17:16
Let’s Let’s go. First question. Uh, best creative format on Meta right now for
17:20
B2B video.
17:21
Okay. Second question. Oh my gosh,
17:27
this is going to be terrible. Oh, I know.
17:29
Okay, second question. One meta ads, feature,
17:31
or tactic that’s overrated and needs to die.
17:34
Advance Plus. Advantage Plus. Okay, I’ll give you like 10 seconds to let that
17:40
settle in. Psych, you’re getting right back into it. Question number three. If
17:44
you had to choose one, Facebook or Instagram for B2B, does it matter? Which
17:48
one would you pick as far as like the the platform?
17:54
I think Instagram. Really? For B2B?
17:57
This is a fire. I love this. Okay. Instagram reals
18:02
plus the video cuz you see this is why you’re here. Uh, question four.
18:07
Advice for someone running their first meta campaign. Are you okay?
18:10
No. This is great.
18:12
This is power through advice for someone running their first
18:16
meta campaign for a B2B SAS company. What’s the first thing they should test?
18:21
Audiences. That’s what matters most.
18:26
Your targeting. You will never see success on Meta if you don’t get your
18:30
targeting right. start testing with your audiences and if you have the budget,
18:36
you know, go ahead and test the native targeting, see how it goes because I’ve
18:39
seen it work for some people. It’s worked for our sister company before.
18:42
Mhm. So, make sure you test audiences and
18:46
then after that, focus on like the the creative testing of the video ads. Um,
18:54
go ahead and test like the static versus the carousel.
18:56
Okay? But your first priority should always be that. Also, a a fun little
19:04
bonus. Go ahead.
19:06
Go ahead and test the the instant form versus sending to the website. I’ve seen
19:11
some fun numbers around that. You know what? I had a different
19:16
question for the last one, but I’m going to ask that one. So, what is your take
19:19
on Legion forms versus sending people to a landing page?
19:23
Any marketer is always going to say it’s
19:26
better to keep people on the platform, but I think really good marketers say
19:33
that you should always test regardless. So,
19:39
if you’re always sticking with every with what everyone’s saying
19:42
Mhm. you just never know.
19:44
Mhm. You never know what might
19:48
work. He’s trying to kill me. You never know
19:54
what might work for you, what didn’t work for them.
19:58
So, we’re we’re running that test right now,
20:01
actually. Yeah.
20:02
So, our sister company has seen a lot of su success with seeing um shout out Abe.
20:08
Um if you haven’t heard about them, go look them up.
20:11
That’s we’ll link them. That’s sis right there.
20:13
Yeah, that’s sister. uh they’ve seen success with sending people
20:19
to the website versus the instant forms and seeing
20:22
really great quality leads. Um
20:26
when we had tested in the past, we did not see we saw greater success with the
20:31
instant forms. Um cheaper, keeping people on the site.
20:36
Uh it all makes sense. kind of the traditional marketing, but we’re running
20:40
the test right now and we’ll we should have some data soon, but I say go for
20:46
the test. Who cares? Who cares if people say that, oh, it’s better to keep people
20:50
on the platform. Like most of the time that’s true. I
20:53
would say that’s probably true for LinkedIn, but
20:56
looks like you’re enjoying those enjoying this. I think
21:00
you’ve overcome that threshold. Okay. Okay. So last takeaway, if you could
21:04
just talk to let’s talk about our ideal customer,
21:07
a high growth CMO or VP of marketing. They never thought about Meta. What
21:11
would be your last final takeaway to them?
21:18
That’s a good question. Repeat it one more time.
21:22
So any takeaway at all? Like if you were just talking to one of our ICPs and
21:26
you pitched Meta to them and they were like, “Eh, I don’t know about What would
21:29
be your first like your first line of defense on why you would defend Meta as
21:34
a pliable channel to test out for them? Data.
21:41
Data. We have lots of it. We have tons of B2B
21:46
clients who’ve run these tests. Um, we run them on ourselves. Um, nothing
21:51
speaks louder than numbers. So, if there there’s a client that’s
21:56
hesitant about testing meta, um,
21:59
they want to see the case. You can pitch it all you want and say, “Yeah, this is
22:02
a great idea. Again, we use primer to do this. Get your TAM audience. You’re
22:07
going to see a lot of success with it.” Those hire execs, people we want to talk
22:12
to, they’re going to say, “That’s nice. Where’s the data to prove it?” I think
22:19
always come prepared when you are trying to pitch a new platform. Always come
22:24
prepared with some data, with some case studies, have you run the test
22:27
yourselves. Um what what proves your point of why you should be on why they
22:34
should be on that platform. And then a lot of times if you want to take it an
22:37
extra step is make sure you get projections in there as well. Um that
22:41
really nails it home of hey this is our hypothesis.
22:46
this is why I think you should be on this platform. Here’s the success we’ve
22:50
seen with it. Here’s the data and here’s what the projections of what I think we
22:55
can get for you. We’ll revisit and we’ll keep running that LTV CAC analysis while
23:00
we’re testing on meta to make sure that we’re um spending your budget very
23:04
wisely because we’re going to treat your money like it’s our own and we don’t
23:07
treat it like it’s just free to spend. So, I that’s my recommendation. Yeah.
23:14
Well, ladies and gentlemen, you’ve heard it here from the Angie Glass Slooh on
23:18
Meta Ass B2B. Um, with that said, we’re gonna go get Angie some water and we’ll
23:23
catch y’all next time. Yes, please. And I could use some
23:25
coffee, honestly. That’s like the number one thing of any
23:30
marketer. Just say stay strapped with coffee.
23:34
Yeah. At all times. And I I walked in here and
23:36
I was like, we got the we got the Saratoga, but we ain’t got no coffee. We
23:41
can we have a second launch of this where it’s like um coffee and like
23:48
consumerism or coffee and we’ll do a spin-off. We’ll do it
23:51
marketing or coffee. Special edition just for you. A special
23:55
edition spin-off just for you. We got it.
23:57
And then we’ll talk about meta ads, too. And maybe we’ll bring some numbers.
24:00
Hey, let’s go. I like it. Okay, Angie. Appreciate you.
24:03
Pleasure. All right. Bye.
View Transcript
0:05
Yo yo what’s up? We’re back with Sour and Sass episode two and I have the
0:10
great pleasure of having Angie Glass Slooh on the podcast with me. Say what’s
0:14
up to the people. Hi. Nice to see everybody
0:18
to be here. Really excited. Also nervous about this, but
0:22
happy to be here. Great vibes. I’m excited.
0:26
I think you’re going to do great. Uh, I don’t think you’re going to do as much
0:29
eating as Ding did. He had to rap too at the end. So, I don’t think you’ll have
0:32
to rap at the end. That you at least get that. Uh, what’s your title and what do
0:36
you do? Why Why are you here? I know I invited you, but let them know
0:41
why. Let’s jump straight into it. Uh, my
0:43
title is paid media manager at Directive Consulting. I’m here to talk about meta
0:51
ads. I believe that is right. You hit the nail on the
0:54
head. So, I got a question uh just to kick it off because we don’t like to do
0:57
long podcasts because no one wants to hear about B2B marketing for an hour and
1:01
a half. So, let’s go ahead. Yeah, let’s hop into it. So, with Meta, most uh B2B
1:05
marketers think that it’s just for B TOC and they think LinkedIn is strictly for
1:08
B2B, but I think you’ve proven that concept to be untrue. Um, so my first
1:13
question is why do you think B2B companies are sleeping on Meta and
1:18
what’s the actual performance gap between the two platforms?
1:21
That’s a great question. Um, I will say that there is some validity to that. Um,
1:30
LinkedIn has historically always been seen as the main driver of B2B
1:37
professionalism. That’s where my decision buyer is already and they’re in
1:42
that mindset versus on meta ads, you go over there and um, a lot of times people
1:48
think that they’re in that consumer mindset, which is more so e-commerce.
1:52
I’m looking to buy a bag or buy some new shoes or feed me like an algorithm that
2:00
entices me a little bit, not software. So, I I do get that,
2:07
but it is changing. Um, and so what I would say, what I’ve seen
2:14
recently is that the CPLs are actually cheaper on Meta compared to LinkedIn.
2:19
And I know that’s kind of cliche of, oh, LinkedIn’s always expensive, so that
2:24
makes sense. But you have more accurate targeting on LinkedIn. You’re able to
2:30
get very precise with job titles, whereas Meta is just uh a bowl of soup
2:36
and trying to grab the A and see what you can get. Um, but we’ve seen a lot of
2:42
success with it. And I honestly think the the main attributor to the success
2:47
with Meta has been primer. What are you doing before you get to the platform?
2:54
How are you creating these audiences? What is that pro what does that process
2:57
look like? Um so we use primary, we use Zoom info, we create specifically
3:03
curated TAM lists and we do a lot of ICP research. And so once we have that
3:08
audience built out and then we upload it to Primer. I don’t know how familiar you
3:12
are with Primer or the audience, but it’s a is an audience targeting and
3:17
activation platform. So basically
3:21
there’s a couple ways you can do it, but we upload a TAM list into Primer and
3:25
then we have it enrich it and it creates a a separate audience that you can
3:31
upload into meta that provides a greater onetoone match rate. So you know on Meta
3:38
typically people who are signing up for Meta or Facebook are using their uh
3:44
private private emails like their personal emails not their business
3:49
emails. Primary essentially helps bridge that
3:52
gap for you. Thank God so that you can have a higher match rate and actually
3:57
find those people on those BTOC platforms, those social platforms. So we
4:03
use Primer in that way. And then um once you have your your
4:09
audience locked down and you have that high match rate and um
4:16
that’s honestly one of the most important things to success with meta
4:20
along with creative rotation.
4:25
Creative fatigue goes hard. So you need to be rotating things very very fast.
4:31
People burn out. Creative fatigue is um such a real thing on Meta compared to
4:37
LinkedIn. Does that
4:40
that answer the question and you really went into another question.
4:42
Okay. Yeah, let’s jump into the other question.
4:44
I’m act like I’m the one eating these. Uh here’s your next one.
4:47
Okay. So, let’s talk creative. What’s the
4:50
difference between a meta ad that works versus one that dies in the feed? Like
4:54
for LinkedIn, what works? And then for meta, what works differently on meta
4:57
than LinkedIn as far as creative goes? It’s for creative.
5:00
Mhm. Yep. There it is.
5:06
Honestly, it’s this is such a number four answer.
5:10
It depends. I can use that because I’m a marketer.
5:16
It depends. Number four. Honestly, it’s just about testing. It’s
5:22
just about con consistent testing, having multiple rounds of creative going
5:27
at the same time enough to where and AB testing consistently between those
5:33
multiple rounds to see what resonates and resonates with your audience a
5:39
little bit more. Um, I’ve seen sometimes where the
5:43
creative is very successful on LinkedIn and then it’s also successful on meta.
5:48
I’ve seen times where it’s more successful on Meta and it’s not as
5:52
successful on LinkedIn. I think it’s more about the type of
5:57
creative that matters most. Dive into that a little bit. What type
6:01
of creative what type of creative you’re seeing winning on on Meta right now?
6:05
Video ads. Oo, talk about it. Why
6:08
video ads? If you want the secret juice, it’s video ads and it’s not just on
6:15
Meta. It’s also on LinkedIn, but video ads, using those as prospecting, brand
6:21
awareness, pumping out quick 15 second, 30 second
6:26
video ads talking about your product, talking about your software, talking
6:29
about your company, very engaging. It could be stuff like this where you clip
6:34
them. Um, get the user excited and learning a little bit more about your
6:38
product because we all know with B2B, it’s a long nurturing process. Yes. And
6:43
what do they always say? A picture is worth a thousand words. So video is 10
6:48
times that. Oh,
6:50
I just made that up actually. I don’t want to say that. But a picture thousand
6:54
words and a video is always going to be 10 times that. So starting off with
6:59
video at cheaper CPMs and then retargeting
7:04
at a cheaper cost you gets your CPL down. But just to let you guys in on a
7:10
little bit secret. So, going back to our earlier topic of how is LinkedIn more
7:16
expensive than meta ads? On paper, yes. On paper, yes. If you’re comparing the
7:23
CPLs on LinkedIn against Meta, the the CPLs are going to be cheaper. I’m
7:29
talking maybe we can see like between like 130 to 300 on Meta and
7:36
starting at the three to four range on LinkedIn plus. I know some people are on
7:41
a thousand to300 but they say because the quality is better and you have
7:46
precise targeting on LinkedIn it’s worth it.
7:49
You got to take it a little step further. So what you should be doing is
7:53
running some financial modeling against both platforms and that’s the LTV CAC
7:58
analysis. So if you’re not doing that that’s what you should be doing next. So
8:01
not looking at the surface level CPL numbers but you want to look a little
8:05
bit deeper of how are they progressing throughout the funnel. are they going to
8:09
your proposal stage? Are you actually getting bookings? What’s your um ROI
8:15
return on that particular channel? And you know, have fun with your pivot
8:20
tables, have fun with your data analysis, and then compare at that
8:24
point. So when we get to the LTV CAC analysis, sometimes what we see is that
8:30
although maybe we spend 100,000 on LinkedIn and maybe only like
8:35
30 or 40 on on Facebook, the actual CAC, the customer acquisition
8:44
cost could be cheaper on LinkedIn or it could be cheaper on Meta. It just
8:50
depends. Um, so I think that’s really important when
8:55
you’re trying to measure accurately measure out a channel. If it’s
8:58
successful enough, is it actually cheaper? You need to be looking at that
9:02
level. And I think a lot of people get stuck on the surface level of what is
9:07
the CPL of it? Is that worth it? Well, what is your
9:10
CAC? Because what you care about at at the
9:14
end of the day is is this making me money? That’s what matters, right?
9:18
This is true. This is true. So then how would you handle the objection that
9:22
people say, “Of course Meta is cheaper than LinkedIn. It’s because it’s lower
9:25
intent leads.” How would you how would you answer that?
9:28
Oh man, I’m so sorry.
9:39
I feel bad for your taste buds, but you’ll be fine.
9:42
I would say that can happen. That can happen
9:48
if you don’t have the right targeting 100%.
9:53
You can get spammy leads, less quality leads.
9:58
It’s happened to us. Mhm.
10:01
There’s a couple signals you want to make sure when you’re setting up your
10:04
campaigns to avoid that. And Meta doesn’t make it easy. No.
10:08
Their advantage plus little programm. done so many tests on it. Every time
10:17
that I test it, I’m like, I’m going to give this a shot. Let’s let’s just see.
10:21
Yes, your CPL goes down. Um, which is kind of what they promise.
10:25
They don’t necessarily promise the quality, but yes, your CP CPL goes down.
10:30
I think I did a recent test and it went down like I think it was like 27%. Or
10:34
something like that, but then it was all crappy leads because
10:38
we had um the advantage plus audience turned on. So basically what that does
10:42
is it’s using Meta’s native targeting to say okay based on this audience that
10:48
you’re feeding me like your TAM audience if there are
10:53
users that display the same behaviors and have the same interest because
10:58
remember it’s very different compared to how LinkedIn has all of their native
11:01
targeting compared to like companies and job titles and all that stuff. So, if
11:05
they have the same behaviors and interests, we’re going to actually fit
11:08
them into this bucket cuz they would be more likely to um to complete the lead
11:14
form. But often times, like, of course, you’re going to get spammy leads because
11:20
if you think about the people who are actively on Meta and completing those
11:24
lead forms. Yes. Yes.
11:26
You don’t want the people who are always completing lead forms, that equals spam.
11:30
Yes. Um, so I would say that 100 that statement can be true if you have those
11:36
things turned on. So make sure you have them turned off. And it’s that is very
11:40
sneaky about having like being able to turn them off like it you have to do at
11:46
the very beginning of when you’re setting up the campaign. Make sure you
11:50
opt out of any sort of advantage plus audience, etc. Because once you make the
11:56
the campaign, say you accidentally opt into it, right,
11:59
you can’t turn it off. You have to remake the campaign. So,
12:03
they don’t make it easy. Yeah.
12:05
Um I feel like I’m totally getting off track. It’s dumb things. But
12:10
I know. I know. I really hope Mark Zuckerberg doesn’t hear this and like
12:13
like Facebook slap our account. I I still love Meta. I’m just saying.
12:20
Maybe Fix Your Advantage Plus. I mean, this this flows right into a great
12:25
question because I think these last two before the lightning round is going to
12:27
help some B2B marketer out there. Okay. Okay.
12:29
So, is there a common mistake you see other B2B marketers making on Meta that
12:33
you know from experience does not work? Advantage plus.
12:37
We going to stay on that one. I like it. Okay.
12:39
Advantage plus. Don’t use it. Don’t use it for your audience. Um,
12:45
no. Don’t use it. I I I think there’s a difference too between the turning on
12:50
the advantage plus and using like a lookalike audience.
12:54
I think there can be specific times where
12:57
you do see really good quality from the lookalike but not from the Vantage Plus
13:02
but I I have never seen it work. If if you
13:06
somehow have made Advantage Plus work for you,
13:09
yeah, let us know.
13:11
Yeah. But that’s what I would avoid at all
13:13
cost. Okay. The second thing I would also say is the creative rotation.
13:17
Okay, that’s the big another big mistake. Not
13:20
pumping out enough creative to feed that type of platform. It’s very different
13:26
compared to LinkedIn. It needs to be much quicker and a much much faster
13:30
rotation because they show your ads a lot more.
13:33
The frequency is higher on those BTOC platforms.
13:36
Okay, so let’s talk about that where you just use
13:39
mistake, right? Uh because you’re about to help somebody, you don’t even know
13:42
it. Okay. So, when you’ve ever made a mistake or a
13:46
bet that you made did not work out, how did you explain that to leadership when
13:50
you had to pivot? Oh man.
13:56
Yeah. So, this is fun because my boss is actually the CEO.
14:02
He’s also CMO. Um, and so I think honestly it just comes down to
14:10
how you communicate the test beforehand and setting it up
14:14
of making sure the expectations are there of, hey, we want to test this. So
14:20
for example, testing like the advantage plus and testing the the native
14:24
targeting on Facebook. We talked about it. Um, some other people had saw
14:28
success success with it. So we’re like, hey, let’s give it a shot. But we’re on
14:33
the same page of, hey, we’re willing to test this. It may or may not work.
14:37
Let’s um document it and see how it goes. And so I wouldn’t necessarily call
14:42
it a mistake. It didn’t work. You know, we we have a really great relationship
14:47
with our sales team and they gave us the feedback and they were like, “These
14:51
leads are crap. Let’s turn this off.” So we turned the test off. Um had a
14:56
conversation. I’m very fortunate to have a boss where he values those things. He
15:03
values those learnings because then that’s things that we can share with our
15:08
clients. So, we always treat Directive, our internal marketing team, as like the
15:13
test bunny. We want to we want to go crazy and do
15:17
all of the wild tests, like test the things that people say don’t do and see
15:22
how it works out. Um, and we rather do that for do it on ourselves than on our
15:27
clients. Like we don’t we don’t want to mess around with our clients stuff. We
15:31
want to make sure that it works and then deliver the best and deliver excellence
15:35
to them. So I’m very fortunate to have a boss that understands that and
15:41
encourages that and um it it’s helped me quite a bit. I have
15:45
been in situations in the past where it hasn’t been as understanding and I think
15:49
there’s a lot of disconnect there where um you know our CEO Garrett he’s in the
15:55
weeds. He can get in the account right now and do exactly what I do. He can do
15:59
every single role at our company down from strategist SEO paid. He can do
16:06
it all and he does he gets very involved with it. Um, I’ve been at a company
16:12
before where leadership wasn’t that involved and could not get to that
16:16
level. And I think that’s the case for a lot of people
16:19
of where that’s where they start to see that disconnect of not understanding the
16:24
test and not understanding like treating it more as a mistake rather
16:28
than a learning. So, I think setting that expectation up front and
16:33
making sure that you guys are on the same page will save you later on.
16:37
Okay. Well, we’ve hit that point in the video where uh you gonna have to just
16:41
eat these back toback. Oh man.
16:43
So, I’m gonna hand these to you and we have five questions. One of them
16:47
you already answered, so it makes it a little easier for you.
16:49
Yay. Um so, you get 30 seconds to answer each
16:52
question. Okay. I think Do I have to take this every sing before
16:55
every single one? Yes.
16:57
Okay. Yes.
16:58
My stomach. Yeah. You’ll regret it later, but this
17:02
would be great content. So, um can we get sponsored by these people as
17:05
well? I was asking about that. Also, Saratoga,
17:07
Ashton Hall. I think we should also get I think we should.
17:10
Yes. Fruity Riot
17:12
at Whole Foods. Whole Foods, too. All right. Okay.
17:16
Let’s Let’s go. First question. Uh, best creative format on Meta right now for
17:20
B2B video.
17:21
Okay. Second question. Oh my gosh,
17:27
this is going to be terrible. Oh, I know.
17:29
Okay, second question. One meta ads, feature,
17:31
or tactic that’s overrated and needs to die.
17:34
Advance Plus. Advantage Plus. Okay, I’ll give you like 10 seconds to let that
17:40
settle in. Psych, you’re getting right back into it. Question number three. If
17:44
you had to choose one, Facebook or Instagram for B2B, does it matter? Which
17:48
one would you pick as far as like the the platform?
17:54
I think Instagram. Really? For B2B?
17:57
This is a fire. I love this. Okay. Instagram reals
18:02
plus the video cuz you see this is why you’re here. Uh, question four.
18:07
Advice for someone running their first meta campaign. Are you okay?
18:10
No. This is great.
18:12
This is power through advice for someone running their first
18:16
meta campaign for a B2B SAS company. What’s the first thing they should test?
18:21
Audiences. That’s what matters most.
18:26
Your targeting. You will never see success on Meta if you don’t get your
18:30
targeting right. start testing with your audiences and if you have the budget,
18:36
you know, go ahead and test the native targeting, see how it goes because I’ve
18:39
seen it work for some people. It’s worked for our sister company before.
18:42
Mhm. So, make sure you test audiences and
18:46
then after that, focus on like the the creative testing of the video ads. Um,
18:54
go ahead and test like the static versus the carousel.
18:56
Okay? But your first priority should always be that. Also, a a fun little
19:04
bonus. Go ahead.
19:06
Go ahead and test the the instant form versus sending to the website. I’ve seen
19:11
some fun numbers around that. You know what? I had a different
19:16
question for the last one, but I’m going to ask that one. So, what is your take
19:19
on Legion forms versus sending people to a landing page?
19:23
Any marketer is always going to say it’s
19:26
better to keep people on the platform, but I think really good marketers say
19:33
that you should always test regardless. So,
19:39
if you’re always sticking with every with what everyone’s saying
19:42
Mhm. you just never know.
19:44
Mhm. You never know what might
19:48
work. He’s trying to kill me. You never know
19:54
what might work for you, what didn’t work for them.
19:58
So, we’re we’re running that test right now,
20:01
actually. Yeah.
20:02
So, our sister company has seen a lot of su success with seeing um shout out Abe.
20:08
Um if you haven’t heard about them, go look them up.
20:11
That’s we’ll link them. That’s sis right there.
20:13
Yeah, that’s sister. uh they’ve seen success with sending people
20:19
to the website versus the instant forms and seeing
20:22
really great quality leads. Um
20:26
when we had tested in the past, we did not see we saw greater success with the
20:31
instant forms. Um cheaper, keeping people on the site.
20:36
Uh it all makes sense. kind of the traditional marketing, but we’re running
20:40
the test right now and we’ll we should have some data soon, but I say go for
20:46
the test. Who cares? Who cares if people say that, oh, it’s better to keep people
20:50
on the platform. Like most of the time that’s true. I
20:53
would say that’s probably true for LinkedIn, but
20:56
looks like you’re enjoying those enjoying this. I think
21:00
you’ve overcome that threshold. Okay. Okay. So last takeaway, if you could
21:04
just talk to let’s talk about our ideal customer,
21:07
a high growth CMO or VP of marketing. They never thought about Meta. What
21:11
would be your last final takeaway to them?
21:18
That’s a good question. Repeat it one more time.
21:22
So any takeaway at all? Like if you were just talking to one of our ICPs and
21:26
you pitched Meta to them and they were like, “Eh, I don’t know about What would
21:29
be your first like your first line of defense on why you would defend Meta as
21:34
a pliable channel to test out for them? Data.
21:41
Data. We have lots of it. We have tons of B2B
21:46
clients who’ve run these tests. Um, we run them on ourselves. Um, nothing
21:51
speaks louder than numbers. So, if there there’s a client that’s
21:56
hesitant about testing meta, um,
21:59
they want to see the case. You can pitch it all you want and say, “Yeah, this is
22:02
a great idea. Again, we use primer to do this. Get your TAM audience. You’re
22:07
going to see a lot of success with it.” Those hire execs, people we want to talk
22:12
to, they’re going to say, “That’s nice. Where’s the data to prove it?” I think
22:19
always come prepared when you are trying to pitch a new platform. Always come
22:24
prepared with some data, with some case studies, have you run the test
22:27
yourselves. Um what what proves your point of why you should be on why they
22:34
should be on that platform. And then a lot of times if you want to take it an
22:37
extra step is make sure you get projections in there as well. Um that
22:41
really nails it home of hey this is our hypothesis.
22:46
this is why I think you should be on this platform. Here’s the success we’ve
22:50
seen with it. Here’s the data and here’s what the projections of what I think we
22:55
can get for you. We’ll revisit and we’ll keep running that LTV CAC analysis while
23:00
we’re testing on meta to make sure that we’re um spending your budget very
23:04
wisely because we’re going to treat your money like it’s our own and we don’t
23:07
treat it like it’s just free to spend. So, I that’s my recommendation. Yeah.
23:14
Well, ladies and gentlemen, you’ve heard it here from the Angie Glass Slooh on
23:18
Meta Ass B2B. Um, with that said, we’re gonna go get Angie some water and we’ll
23:23
catch y’all next time. Yes, please. And I could use some
23:25
coffee, honestly. That’s like the number one thing of any
23:30
marketer. Just say stay strapped with coffee.
23:34
Yeah. At all times. And I I walked in here and
23:36
I was like, we got the we got the Saratoga, but we ain’t got no coffee. We
23:41
can we have a second launch of this where it’s like um coffee and like
23:48
consumerism or coffee and we’ll do a spin-off. We’ll do it
23:51
marketing or coffee. Special edition just for you. A special
23:55
edition spin-off just for you. We got it.
23:57
And then we’ll talk about meta ads, too. And maybe we’ll bring some numbers.
24:00
Hey, let’s go. I like it. Okay, Angie. Appreciate you.
24:03
Pleasure. All right. Bye.
