{"id":59713,"date":"2022-08-03T07:00:40","date_gmt":"2022-08-03T14:00:40","guid":{"rendered":"https:\/\/www.eigene-homepage-erstellen.net\/?p=59713"},"modified":"2022-08-02T07:11:50","modified_gmt":"2022-08-02T14:11:50","slug":"investing-in-a-full-funnel-b2b-strategy-on-paid-social-for-long-term-growth","status":"publish","type":"post","link":"https:\/\/www.eigene-homepage-erstellen.net\/blog\/social-media\/investing-in-a-full-funnel-b2b-strategy-on-paid-social-for-long-term-growth.htm","title":{"rendered":"Investing in a Full-Funnel B2B Strategy on Paid Social for Long-Term Growth"},"content":{"rendered":"\n

When onboarding a new B2B client on paid social, aligning on goals and expectations is a central part of our discovery process. Often, we find that our new partners have targets that start and end with “as many leads as possible at the lowest cost.”<\/p>\r\n

After taking stock of their ad accounts, we generally see several campaigns with little to no delineation between audiences that are all working towards the same goal — capturing as much lead volume as possible. Sometimes, this works! But inevitably, we hear a lot of the same frustrations:<\/span><\/p>\r\n

Our CPLs are on the rise<\/span><\/li>\r\n
We’re not seeing the same volume we once did<\/span><\/li>\r\n

We try to invest more in a given platform, but our efficiency tanks <\/span><\/li>\r\n<\/ul>\r\n

Though it may seem logical to focus ad spend solely on the campaigns driving the desired outcome, this can impact an account’s ability to scale long-term. Too often, a narrow-minded and conversion-focused approach to lead generation ignores the importance of top-funnel prospecting. <\/span><\/p>\r\n

With this in mind, we’ve begun implementing full-funnel marketing strategies across paid social platforms for our B2B clients. Now, with nearly two years worth of data across multiple client accounts, we’re breaking down a tried-and-true strategic framework for campaigns and sharing our findings.<\/span><\/p>\r\n

Demand Generation vs. Lead Generation<\/b><\/h2>\r\n
First, some context. For marketing teams, lead generation is typically the end goal of B2B campaigns. Before a Sales Qualified Lead can become an opportunity and eventually a customer, they’re a good-old fashioned MQL. <\/span><\/p>\r\n
Marketers often prioritize lead generation is often prioritized without weighing the benefit of demand generation — a concept that aligns more closely with the full-funnel approach. <\/span><\/p>\r\n
According to Gartner,<\/span><\/a> demand generation <\/span>is a marketing strategy focused on building reliable brand awareness and interest, resulting in high-quality leads. <\/span><\/p>\r\n
Clients are often focused on the bottom-funnel campaigns that drive these leads, particularly when budgets are tight. This is typically the case for paid social campaigns. Clients are generally more apt to invest a large proportion of their ad spend into channels that drive last touch conversion, like search. <\/span><\/p>\r\n
In reality, a multi-channel investment is a perfect scenario for implementing a demand generation strategy that speaks to users in different stages of the funnel. Utilizing these tactics on paid social platforms can lead to:<\/span><\/p>\r\n
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A lift in branded search<\/span><\/li>\r\n
An increase in assisted conversion volume <\/span><\/li>\r\n
High intent, high-quality leads<\/span><\/li>\r\n<\/ul>\r\n
Driving Results<\/h2>\r\n
Over the past two years, we’ve proven the impact of these tactics across many B2B accounts, from mid-size to enterprise level. Here’s an example of the full-funnel strategy we implemented for a client that skyrocketed growth.<\/span><\/p>\r\n
We began managing paid social advertising for a tech startup in March 2021. Growth had stalled due to a lack of top-funnel acquisition, and the previous team had tested in to Facebook with little success. <\/span><\/p>\r\n
Thankfully, this client had a wealth of content available which allowed us to begin crafting a true awareness campaign to prospect for new customers. Over the first three months of the engagement, we launched awareness campaigns on LinkedIn, Twitter, and Facebook. We restructured the existing remarketing campaigns on LinkedIn into a mid- and bottom-funnel touchpoint and replicated those efforts on Facebook. <\/span><\/p>\r\n
By December of that year, we had seen a 408% increase in lead volume on LinkedIn compared to the previous year. With a steady stream of new users entering our retargeting pools, we more than tripled ad spend by the end of 2021, all while decreasing our average CPL by more than $30.<\/span><\/p>\r\n\r\n
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