This is the framework we used in Yotpo to drive 10X more revenue from Facebook advertising.

2. Scaling SaaS startup is hard

3. Challenge:
Grow our acquisition
channel.

6. Goals

7. Set goals
and track your progress
Goals Success KPIs Predictive KPIs
Define your business
objectives.
Set clear KPIs that you
need in order to achieve
the business goal.
Track predictive KPIs
per campaign for fast
optimization.
Goals

8. Set goals
and track your progress
Goals Success KPIs Predictive KPIs
Generate deals at a
break even ROI.
If:
AOV = $10K
Lead > Opp = 5%
Opp > Deal = 20%
Then:
CPO = $2K
CPL = $100
Lead quality impacts
conversion rates. We
use scoring to create a
conversion rate
prediction by buckets.
CPL/ Bucket conversion
rates = eCPO
Goals

9. Channels

10. Channels
Facebook
for B2B?

11. The beginning was grim…
Lead volume was low
Lead quality & intent was low
Lead > Sale conversion rate was low 😤
Channels

12. We gathered the 2016 data
and developed a playbook
Objective
Budget Bidding Targeting
DevicePlacement
Channels

13. Objective:
Improve lead quality by
focusing on site conversions,
rather than lead forms and
video views.
Channels

14. Placements:
Increase reach & lower
CPM by running
campaigns on Instagram.
Channels

15. Device:
Since lead quality was the
same, we focused on mobile
with a mobile-first experience
to lower CPLs.
Channels

16. Bidding:
Manual bidding on conversions
(leads) reduced CPL. Set a
budget 5X or more of your
target CPL to achieve
(optimized) delivery.
Channels

17. Targeting:
Lookalike audience, based on
our best paying customers.
Channels

18. Creative

19. Strong creative is
key for success
Creative

20. Build campaigns based
on marketing insights
Benefit CTAReason to
believe
Creative

21. Create a full funnel
experience campaign
Creative

22. Facebook Instagram Instagram Story
Creative
Adjust creative per channel placement

23. Creative
Videos are a must for B2B
● Explain the product with a compelling “story”
● Get better delivery, more reach and might reduce CPL
● Are attention-grabbing visuals built specifically for the feed
● Can be used for other stakeholders (site, sales, CSMs, etc.)

24. Engaging
slideshows reduced
CPL by 12%.
Slideshows

25. Video #1:
Product video that shows a specific feature

26. Video #2:
Brand & product video that tells a story

27. Creative

28. Get sales on board

29. Filter leads for high fit

30. Filter leads for high intent
with messaging

31. ?Results

32. Facebook is our fastest growing
acquisition channel

33. Facebook budget grew by 2X
Revenue grew by 10X

34. Thank You.