Advertising on social media is expensive and most companies struggle to turn their leads into revenue. Fortunately, it does not have to be that way. In this session, you will learn how to use social media advertising to turn your dream accounts into sales ready leads that not only result in pipeline growth; but also, millions of dollars in revenue. Takeaways: • How to identify and advertise to every target account in your total addressable market • Tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns • Proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more • The exact copy, creative, offers and call to actions we use across millions of dollars of spend to drive tens of millions in revenue

1. MASTER
CLASS
Garrett Mehrguth
PRESIDENT AND CEO
DIRECTIVE
How to Make Paid Social
Your Largest Revenue
Driver
SEATTLE, WA ~ MAY 5 - 6, 2022
DIGIMARCONPACIFICNORTHWEST.COM | #DigiMarConPacificNorthwest

2. A performance marketer error has occurred.
Press any key to continue_
The Dilemma Performance Marketers Face
@gmehrguth

3. A performance marketer error has occurred.
Search has intent but no firmographics.
Press any key to continue_
The Dilemma Performance Marketers Face
@gmehrguth

4. A performance marketer error has occurred.
Search has intent but no firmographics.
Social has firmographics but no intent.
Press any key to continue_
The Dilemma Performance Marketers Face
@gmehrguth

5. A performance marketer error has occurred.
Search has intent but no firmographics.
Social has firmographics but no intent.
Without intent, we struggle to drive sales qualified leads from social
because our offer is not strong enough to overcome not having
intent...aka getting the timing right.
Press any key to continue_
The Dilemma Performance Marketers Face
@gmehrguth

6. A performance marketer error has occurred.
Search has intent but no firmographics.
Social has firmographics but no intent.
Without intent, we struggle to drive sales qualified leads from social
because our offer is not strong enough to overcome not having
intent...aka getting the timing right.
It costs 4k a year to get unlimited contact info from seamless.ai, so why
pay for lead with no intent?
Press any key to continue_
The Dilemma Performance Marketers Face
@gmehrguth

7. A performance marketer error has occurred.
Search has intent but no firmographics.
Social has firmographics but no intent.
Without intent, we struggle to drive sales qualified leads from social
because our offer is not strong enough to overcome not having
intent...aka getting the timing right.
It costs 4k a year to get unlimited contact info from seamless.ai, so why
pay for lead with no intent?
Because of this, Sales is taking Marketings lunch...and budget.
Press any key to continue_
The Dilemma Performance Marketers Face
@gmehrguth

8. @gmehrguth

9. @gmehrguth

10. LTV:CAC
ROI Forecast for SaaS
3 Spreadsheet Templates
3 Spreadsheet Templates
Budget Approval
@gmehrguth

11. LTV:CAC
Open Spreadsheet
@gmehrguth

12. Open Spreadsheet
ROI Forecast for SaaS
@gmehrguth

13. Open Spreadsheet
Budget Approval
@gmehrguth

14. LinkedIn Advertising
3
Conversation Ads Single Persona
Campaigns
@gmehrguth

15. Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
LinkedIn Advertising
Using LinkedIn, we can get a rough idea of our TAM by
utilizing a combination of company names, sizes,
industries, job titles, and seniorities.
To be confident we’re targeting the right companies,
we’ll want to use a data provider to create a list of
our TAM so we’re not dependent on third-party data.
@gmehrguth

16. Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
LinkedIn Advertising
How it Works
1. Use a data provider like Zoominfo, Crunchbase,
Clearbit, Cognism and start creating a list of
companies you can work with.
1. Once you export that list, use employees,
internal or outsourced teams to manual verify
every single account in that list.
@gmehrguth

17. Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
LinkedIn Advertising
We can separate our TAM by company size and job title. From
here, we can drill down even further within states,
industries, etc.
This allows us to craft an ultra specific message to our
target audience. It also allows us to track performance for
each, giving us more insight into which segments are giving
us favorable returns.
@gmehrguth

18. Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
LinkedIn Advertising
How it Works
1. Take a list of your customers, enrich them in one of
the data providers with additional data points such as
tech used, funding, employee size, active tech count.
1. Look for data points that signify higher ACV customers
to then segment them out into tiers.
1. Within platform, build campaigns by tiers and then one
step further with titles and/or seniority.
@gmehrguth

19. Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
LinkedIn Advertising
How it Works
1. Now you’ll want to start crafting messaging based on each
persona.A simple place to start is with seniority level
a. Ex: Managers/directors usually have different goals
and use cases then VPs and C-Suite.
2. You’ll also want your offer to align to the tier and
seniority level based on data. If you have faster and
higher close rates with VP/C-suite, your offer could also
be higher
@gmehrguth

20. Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
LinkedIn Advertising
As you can see in our copy, our unique value prop is our
strict focus on software and our offer of a $105 gift card
which entices the prospect to take action.
The incentive here is massively important.
Using a gift card gives the user immediate value while
allowing us to get our foot in the door.
@gmehrguth

21. Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
LinkedIn Advertising
Even if these conversations don’t directly turn into bottom-funnel
leads, we can still get them in our database by offering another useful
asset or, in our case, invite to our Slack group of other B2B software
marketers.
This way, we can still provide them value, as well as collecting contact
information from users in our TAM, giving sales some ammo to work with.
@gmehrguth

22. Single Persona Campaigns
LinkedIn Advertising
Utilizing Single Persona Campaigns allows us to
maximize the potential of our content pieces.
By creating specific ad copy and creative for
our unique ICPs, we can drive higher engagement
without needing to scale content creation.
@gmehrguth

23. Single Persona Campaigns
LinkedIn Advertising
We can also utilize the demographic reports
within LinkedIn and specifically see what
segments are performing the best.
Using this information, we can then segment
even further, crafting an ultra personalized
message, and bid more aggressively to get in
front of them as often as possible.
If we have the data, the extra effort to
isolate them and personalize their
experience can pay large dividends.
@gmehrguth

24. thefacebook.com
http://thefacebook.com
http://thefacebook.com
@gmehrguth

25. @gmehrguth
Linkedin level targeting on Facebook and
Instagram

26. How do you target B2B on
Facebook?
Target hundreds of millions of business
users on Facebook and Instagram
Drive high-quality traffic and conversions with
100+ B2B targeting filters including title,
industry,company size and technology used.
@gmehrguth

27. How do you target B2B on
Facebook?
Controlling Quality With Exclusions
Looking at a company’s details through Clearbit, you can
find exactly why they showed up and how to exclude them.
@gmehrguth

28. How do you target B2B on
Facebook?
Targeting Technology to Enhance ICP
We are targeting Marketo and Pardot users as we
know that they are more likely to convert post-
opp.
@gmehrguth

29. How do you target B2B on
Facebook?
Creative Is Everything
When you feel confident in your
targeting, you can create ads and
copy that speaks to their goals,
pain points and feel confident
offering them a gift card.
@gmehrguth

30. @gmehrguth

31. How do you target B2B on
Facebook?
Retargeting on Facebook/Google + ICP
One of the biggest struggles in retargeting for SaaS is
not being able to filter your lists with firmographic
data, but instead relying on behavioral data alone.
@gmehrguth

32. How do you target B2B on Google?
Account Targeting on Google with
Clearbit
Layer on firmographics with intent for RLSAs (Remarketing
Lists for search ads)
@gmehrguth

33. How do you target B2B on
Facebook?
OUR RESULTS
Since launching Clearbit + Facebook in September 2020,
we’ve observed the following results:
Facebook and Instagram gave us the additional scale that LinkedIn couldn’t give us
Lower cost per opp
than LinkedIn
23%
$9.6M
In pipeline revenue
$1.2M
In revenue
@gmehrguth

34. From working with 200+ SaaS brands, we’ve found that the highest cost per lead channel
has the best LTV:CAC ratio.
Cost/MQL
Cost/SQL
Cost/Opp
Cost/Customer
Cost/Lead
Client LTV:CAC
Ratio
Google
$833
$3,397
$5,510
$11,716
$540
3.81
LinkedIn
$1,028
$13,379
$6,215
$9,225
$408
1.80
Facebook
$470
$9,089
$4,309
$8,465
$473
2.07
Microsoft
$518
$1,734
$2,331
$2,321
$354
1.48
Directories
$312
$11,632
$1,727
$6,713
$1,165
7.16
Blended
$783
$5,222
$3,726
$15,545
$306
4.10
Benchmarks by Channel
@gmehrguth
Directive LTV:CAC
Ratio
3.12 4.83 3.05 - 4.3 3.89

35. @gmehrguth
Benchmarks by Industry

36. @gmehrguth
Benchmarks by Offers

37. Thank you. It’s now safe to turn
off your computer.
@gmehrguth