My talk at the Paid Social Show organized by BrightonSEO

1. Getting to the point
Paid social strategy for B2B
Diana Mereoiu
Peak Ace AG

2. The state of B2B

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B2B is more complex than ever
Purchase
timelines are
longer
More people are
involved in
decision-making
B2B is in
marketing
fatigue

4. Longer purchase
timelines

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There are 7 different stages of B2B buying
Including:
▪ Anonymous research
▪ Involving other team
members
▪ Checking with peers &
consultants

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Attributing success is trickier

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Plan longer testing times
➔ Redesign roadmaps to allow
for more extensive testing
➔ Include regular
incrementality tests for your
campaigns

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Upgrade your data & analytics
capabilities
➔ Understand incrementality
before attribution
➔ Use Data-Driven Attribution
➔ Include additional signals
◆ NEW: Offline Conversions

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Reported leads don’t reflect the whole
picture
63 reported leads
over 6+ months

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Pay attention to secondary metrics
661 Likes
34 comments with
11 additional leads
9 shares
10+ DMs

11. More stakeholders are
involved in decision making

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59% of buying teams have 4+ members

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Speak to different users individually
Through targeting…
CFO Sales Manager Growth Manager
Team Lead

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Speak to different users individually
…highlighting the features of your product that are
most relevant to them
CFO Sales Manager Growth Manager
Team Lead

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Target each decision-maker wisely
DO
▪ Target by job function +
seniority + skills OR
industry + job function +
years of experience
▪ Use platform signals

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Target each decision-maker wisely
DON’T
▪ Target by job title
▪ Shrink audiences too much
▪ Include the audience
network

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Serve them content that they care
about
Marketer CX Specialist

18. B2B is in ad fatigue

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Sales is not about you or your
solutions. It's about your client and
solving their challenges and needs.
B2B is tired of being sold to

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Demonstrating expertise makes you
stand out

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There’s a mix of factors that lead to
making a final choice

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Option 1: Non-gated traffic
ads
Option 2: Engagement
Document Ads for non-gated
content or preview+lead form
Focus on knowledge sharing
iOS proof

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Turn long-form
content into your
biggest asset pool.
Make the most of your content

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Get more
product-specific:
highlight abstract &
concrete benefits.
Tip: Stats always look
good
Focus on specific solutions & results

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Migration guide
Make it easy to seal the deal
Free trial Expert support

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Test different creative approaches
B2B chooses top-of-mind
→ Rational messaging for
short-term results
→ Emotional messaging
for long-term impact

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Main takeaways for B2B performance
Tackle longer
purchase timelines
with more testing
and better
attribution
Target the
decision-making
committee
separately with the
right content
Sharing knowledge
& creating
client-focused ads
is the secret sauce

28. Thank you!
Questions? Feedback?
Desire to throw a pie in my face?
Let’s grab a coffee!