How to build a B2B paid marketing campaign

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Building a Successful B2B Paid
Growth Marketing Program
Lisa Sullivan-Cross
Head of Growth Marketing, Pinterest

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Technical analysis of every aspect of a user’s journey,
quickly implementing and testing insights to achieve
robust and sustainable growth.
Cross-functional data-driven focus on growing users or
customers and revenue.
Growth Marketing

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● Data-Driven decisions
● Creative solutions
● Product focus
● Iterative approach
● Fail fast, test and learn mentality
● Put the customer/user first
Growth Marketing
Principles

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What is B2B paid
performance marketing at
Pinterest?
01 02 03

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A truly cross-functional
growth org with shared
goals translates to
optimal business growth

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What is B2B paid performance
marketing at Pinterest?
● Product
● Engineering
● Marketing
● Analytics
● Data Science
KPIs: Cost per New
Spender, Months to
Breakeven, 3-Year
LTV/CAC
Objective: Diversify
our advertiser base
Cross-functional team
with aligned goals

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Construct to help justify spend and define success
● What we should pay for each
new advertiser?
● Set CPA, 3-Year LTV/CAC, ROI
Breakeven
Established cross-functional
growth team all with skin in the
game ownership of KPIs
LTV model
Pre-spend… where did we start?

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What to invest in first when scaling paid growth marketing
● Incrementality through experiment
framework and MTA
● Testing to identify leading indicators
to CPA, LTV/CAC
Started with Prospecting, then layered in Retargeting and Resurrection…
How have we scaled spend while
hitting our KPIs?
● Systems/automation to increase
campaign efficiency
● Lifecycle marketing mindset
● Product UX/landing page testing

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Prospecting
Retargeting
Resurrection
01 02 03

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Prospecting Strategies
● Enabled automated API data exchange to
drive quality scale
● Optimized bidding to high-value, down
funnel events
● Use 1st party data to enhance targeting
● Exclude low-value audiences/current
advertisers
Automate data exchanges and optimize on down funnel events
● Lookalike audiences based on highest
value advertisers
● Rapid creative testing including incentives
e.g. ads credits
● Unlock mobile (optimized UX flows to
improve conversion)
● Diversify channels and expand to new
countries

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● Set tracking pixels on multiple
pages in conversion funnel
● Automate data exchange for
business account state targeting
How to breathe life back in “dead” leads
Retargeting Strategies
● Heuristic model to retarget those
most likely to spend
● Lifecycle marketing + product
changes to increase retention
○ Right channel, right time, right
message

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● Opportunity sizing
● Identify highest potential SMBs to
retarget
● Understand reasons for churn
Nurture prospects through to retention and resurrection on and off platform
Resurrection Strategies
● Communicate product improvements
that address churn issues
● Incrementality measurement
○Move resurrected users who return
into retention loop

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20%
Decrease in
CPA
Results
1.5x
Improvement in
first spend rate
Maintained efficiency while scaling speed
4x
More weekly spend in
Q3 vs. Q1 @ our target KPIs
Within the first quarter

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Growth
Marketing Trends
01 02 03

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XFN Growth Org
Automation Customer First
Extreme Personalization

17. Thank You