How to Make Paid Social Work for Lead Generation

linkedin.com/in/garrettmehrguth/
@gmehrguth
Are you a SaaS marketer actively looking
for a performance marketing agency?
A. Yes
B. No

Making Paid Social Work for
Lead Generation
In this presentation, we will be
covering how SaaS companies can use
paid social to drive qualified leads at
scale for their sales teams.
Paid Social Work Setup
@gmehrguth

A performance marketer error has occurred.
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The Dilemma Performance Marketers Face
@gmehrguth

Search intent has no firmographics.
@gmehrguth

Social has firmographics but no intent.
@gmehrguth

Without intent, we struggle to drive sales qualified leads from social
because no offer strong enough to overcome not having intent...aka
getting the timing right.
@gmehrguth

because no offer strong enough to overcome not having intent...aka
It costs 4k a year to get unlimited contact info from seamless.ai, so why
pay for lead with no intent?
@gmehrguth

because no offer was strong enough to overcome not having intent...aka
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.
@gmehrguth

@gmehrguth

LTV:CAC
ROI Forecast for SaaS
3 Spreadsheet Templates
3 Spreadsheet Templates
Budget Approval
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LTV:CAC
Open Spreadsheet
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Open Spreadsheet
ROI Forecast for SaaS
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Open Spreadsheet
Budget Approval
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LinkedIn Advertising
3
Conversation Ads Single Persona
Campaigns
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Conversation Ads
Total Addressable Market(TAM)
Audience Segmentation
Copy and Offer
Using LinkedIn, we can get an idea of our TAM by
utilizing a combination of company names, sizes,
industries, job titles, and seniorities.
Now, we can be confident we are advertising to the
right people at the right companies.
@gmehrguth

Conversation Ads
Copy and Offer
We can separate our TAM by tier 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

Conversation Ads
Copy and Offer
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.We
then ask an even more qualifying question before booking the meeting.
@gmehrguth

Conversation Ads
Copy and Offer
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

Single Persona Campaigns
Utilizing Single Persona Campaigns allows us to
maximize the potential of our offer by speaking
to each persona
By creating specific ad copy and creative for
our unique ICPs we can drive higher engagement.
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Single Persona Campaigns
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

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

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

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

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

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

Facebook?
Retargeting + 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.
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Facebook?
@gmehrguth
OUR RESULTS
Since launching Clearbit + Facebook we’ve observed the following results:
These results show that we’re able to effectively reach our ideal customers at a lower
cost compared to other channels.
Cost per opportunity is
63%
less than
LinkedIn
341%
Return on Investment
$5.6M
in pipeline revenue

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

How to Make Paid Social Work for Lead Generation

How to Make Paid Social Work for Lead Generation

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