Are you one of the many B2B businesses who doesn’t think Facebook marketing is an effective lead generation channel? If so, allow me to try and change your mind. In this session, Jennifer will discuss: - How reframing the awareness funnel upped our targeting game - Hacks that drastically improved our ad copy - Clever integrations that empowered Sales to focus their energy on leads that were most likely to convert Within 6 months of implementing these tactics, we saw a 417% increase in leads from Facebook, without sacrificing lead quality...or going broke.

1. How we increased our B2B Facebook lead
generation by over 400% in 6 months –
without going broke
Jennifer Montague | Head of Global Campaigns

2. BACK IN 2016…

3. • Born in a Copenhagen bar 12 years ago
• SaaS: employee scheduling app
• 160 staff, 6 offices around the world
• 4,000 customers & 300,000 end-users
ABOUT PLANDAY

4. • Runs a shift-based business
• 21 - 500 hourly paid workers
• Looking to schedule and
communicate with their staff
OUR IDEAL CUSTOMER

5. BACK IN MY DAY…

6. FACEBOOK JUST
DOESN’T WORK
FOR B2B.”
- PRETTY MUCH EVERYONE
“

7. HERE’S WHY…

8. LEADS GENERATED
2015 2016

9. REVENUE GENERATED
2015 2016

10. BUT…

11. LEADS GENERATED
2016 2017 2018

12. REVENUE GENERATED
2016 2017 2018

13. 2016 2017 2018
BRANDED KEYWORD SEARCHES

14. HOW?

15. HOW WE INCREASED
OUR B2B FACEBOOK
LEAD GENERATION
BY OVER 400%
IN 6 MONTHS
- WITHOUT GOING BROKE

16. REFRAME
AWARENESS
FUNNEL
1

17. TRADITIONAL
AWARENESS
FUNNEL
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
AWARENESS

18. …I DIDN’T EVEN
KNOW THAT WAS
A THING…”
- PRETTY MUCH EVERYONE
“

19. TRADITIONAL
AWARENESS
FUNNEL
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
AWARENESS

20. NEW AWARENESS FUNNEL
UNAWARE
Problem exits U
PROBLEM
Aware P
SOLUTION
Aware S
YOUR PRODUCT
Aware Y
DESIRE
Your product D
MAINTAIN M
EXPAND E
?

22. OFFSITE CONVERSIONS:
FREE 30 DAY TRIALFREE 30 DAY TRIAL
SIGN UP FOR ONLINE DEMO
BACK IN 2016…

23. GETTING TO KNOW EACH OTHER

24. KISSING ON THE FIRST DATE

25. NEW AWARENESS FUNNEL:
SEGMENTATION
UNAWARE
Problem exits U
PROBLEM
Aware P
SOLUTION
Aware S
YOUR PRODUCT
Aware Y
DESIRE
Your product D
MAINTAIN M
EXPAND E
BRAND AWARENESS
Highlight pain points that resonate with target market
LEAD GENERATION &
RETARGETING
Smaller, more engaged audiences
CONVERSION CAMPAIGNS
Social proof, trust building

26. PROBLEM
Aware P
SOLUTION
Aware S
UNAWARE
Problem exits U
LEAD GENERATION &
RETARGETING
Smaller, more engaged audiences
NEW AWARENESS FUNNEL:
SEGMENTATION
BRAND AWARENESS
Highlight pain points that resonate

27. INCREASED BRAND
AWARENESS
BETTER SEGMENT
CAMPAIGNS
HIGHER QUALITY LEADS
BENEFITS: REFRAMING AWARENESS FUNNEL

28. TESTING
MESSAGING &
LOCALISING AD
COPY
2

30. WITHOUT A
DOUBT, SAVING
MONEY!

31. I WISH I WAS
HOME
ALREADY…

32. MESSAGING EXPERIMENT
SAVE TIME SAVE MONEY
VS
SAVE TIME SAVE MONEY

33. MESSAGING EXPERIMENT

34. MESSAGING:
SAVING TIME

35. TRANSLATIONS

36. EN
DK SE NO DENLFR

37. CUSTOMER-FACING
NATIVE SPEAKERS
30 MINUTES:
5 MIN: BEST PRACTICE
15 MIN: FREESTYLE WRITING
10 MIN: DISCUSSION
AD TEXT BRAINSTORM

38. RESULTS
SCHEMALÄGGNINGSPROGRAM
SCHEMALÄGGNING
STÄMPELKLOCKA
PERSONAL SCHEMA
Hur mycket kan du spara med stämpelklocka?
Hur mycket kan du spara med stämpelklocka?

39. BETTER UNDERSTANDING
OF CUSTOMERS’ NEEDS
ACCOUNT FOR CULTURAL
DIFFERENCES
BROKE DOWN SILOS
BENEFITS: TESTING MESSAGING &
LOCALISING AD TEXT

40. AD FORMATS &
INTEGRATIONS

41. NEW AWARENESS FUNNEL
UNAWARE
Problem exits U
PROBLEM
Aware P
SOLUTION
Aware S
YOUR PRODUCT
Aware Y
DESIRE
Your product D
MAINTAIN M
EXPAND E
BRAND AWARENESS
Highlight pain points that resonate with target market
RETARGETING &
LEAD GENERATION
CONVERSION CAMPAIGNS
Smaller, more engaged audiences
To lead generation drop-offs
LEAD GENERATION

42. LEAD GENERATION

43. 2017 LEADS GENERATED
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
280%

44. MARKETING’S REACTION

45. SALES’ REACTION

46. IDENTIFY QUALITY LEADS
EMPOWER SALES
KEEP EVERYONE HAPPY
NURTURE LEADS
LOW HIGH QUALITY

47. IDENTIFY OUR
SWEET SPOT

48. DATA ANALYSIS
LARGE 500 + EMPLOYEES
MEDIUM 101 - 500 EMPLOYEES
SMALL 21 - 100 EMPLOYEES
TINY 1 - 20 EMPLOYEES

49. DATA ANALYSIS
HOSPITALITY
RESTAURANTS
CAFES
BARS & PUBS
NIGHTCLUBS
HOTELS
RETAIL
SHOPS
STORES
LEISURE
FITNESS
SPORTS CLUBS
THEATRES

50. LEAD GENERATION
Select
Number of employees
(select from list):
Select
Company industry
(select from list):

51. OUR INTEGRATIONS
TIME
MESSAGING
CRM

52. LEAD GENERATION
+21 - 40
41 - 100
101+
Entertainment, Cinemas & Fun Parks
Events & Event Management
Fitness & Leisure
Healthcare
Hotels
Retail & Bakery
Security & Services

53. LEAD GENERATION: SWEET SPOT
INTO SALES’
LEAD QUEUE
CALL WITHIN
7 MINUTES

54. LEAD GENERATION
+
1 - 9
10 - 20
Other

55. LEAD GENERATION: NON-SWEET SPOT
FREE 30 DAYFREE 30 DAY TRIAL

56. 2017 LEADS GENERATED
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

57. BENEFITS: AD FORMATS & INTEGRATIONS
FILTERS OUT LOWER
QUALITY LEADS
EMPOWERS SALES
NURTURE LEADS
LOW HIGH QUALITY

58. KEY
TAKEAWAYS

59. REFRAMING
AWARENESS
FUNNEL
TESTING
MESSAGING
& LOCALISING
AD COPY
AD FORMATS &
INTEGRATIONS
Reach those who are:
UNAWARE they have a problem
PROBLEM exists but no solution
Segment campaigns accordingly
AB test messaging
Collaborate with customer-facing teams
Make the lead take action
Integrate with CRM system

60. Jennifer Montague
Head of Global Campaigns, Planday
jmo@planday.com
@planday
C O N T A C T