Most of the changes have been positive. Audience targeting has advanced by leaps and bounds. Mobile optimization allows marketers to reach people on the go, and interactive ad formats allow them to captivate people in today’s fast-moving world. 

But this evolution hasn’t come without its challenges. The Cambridge Analytica data scandal rocked social media’s foundation, and more recently, Apple’s iOS 14 threw a wrench in targeting across Apple devices—a wrench that cost Meta $10b.

Marketers are also navigating the recent rise of ungated content and account-based marketing (ABM)—two shifts making them rethink much of what they know about lead generation and paid advertising. 

If you’re nodding your head, keep reading. This article explores the growth of these tactics and, more importantly, how you can adapt quickly. 

Why are ABM and ungated content in the spotlight right now? 

Most of my peers say the rise of ABM and the death of gated content is happening independently. And for the most part, I agree. But I’d also argue there are common threads between them: One is math, and the other is audiences.

I’ll explain what I mean, but to do that, we need to walk down memory lane with the graphic below.

The top row of this graphic represents the old-school B2B marketing strategy: Generate as many leads as possible. For better or worse, this was standard practice for B2B marketers for decades, and for most of that time, people accepted forms as the price they had to pay for something valuable, like an ebook, demo, or another offer type. 

Here’s where the math comes into play and the big reason why B2B marketers are ditching gated content—I’ll use this HubSpot ad to paint the picture.

Let’s say HubSpot’s Marketing team runs this ad on LinkedIn. It gets 100,000 impressions but only generates a click-through rate (CTR) of 0.5%. That means from 100,000, only 500 people clicked the ad.

Now, let’s assume there’s a gate on the landing page, and 10% of those 500 people fill out the form. That means just 50 people actually got their hands on HubSpot’s Instagram cheat sheet—50 out of the 100,000 who saw the ad.

See the problem? Gates limit reach, keeping people from consuming your content and, in many cases, learning about your product.

Marketers are waking up to the new reality of a post-gated word.

1. Gate your content, and reduce the people who digest your message
2. Ungate your content, and reach more people with your message

Winning B2B marketing teams choose option #2, and stop at nothing to get their message out there. They only capture leads when it’s worthwhile. Others will be left behind.

Where does ABM fit into all of this?

Here’s where the audience angle comes into play. Some B2B marketers say tearing down gates will strip their ability to get constant feedback on the quality of their audience. Limiting their control of optimizing who’s receiving their ads.

And to that, I say this: Build an audience with 100% relevance from the start and stop worrying. 

Enter account-based marketing (ABM). You target your ads at specific accounts and personas. Unlike old-school marketing, which is like fishing with a giant net in the middle of the ocean, ABM is like spearfishing from the dock.

Getting your ABM strategy off the ground isn’t a huge lift, either. You just need two lists: 

1. Your target accounts (pre-qualified companies) 
2. Your target personas (pre-qualified job titles)

Combine these lists, throw them into the native ad channels (or a tool like Metadata), and you have an audience that’s 100% relevant. What you won’t have is endless worry about wasting your demand generation budget on people with no business buying your product or service. This allows you to focus on telling a great story. 

How to get started with ABM and ungated content

Ungated content and ABM strategies are at the heart of the next generation of demand generation. But, like anything new, they may come with a learning curve. 

Luckily, it’s not too steep, and you can scale it heroically: 

1. Make your audience aware they have a problem (Inform) 
2. Show them the consequences of that problem (Educate)
3. Create a reason why they should solve their problem with your solution (Hook)  

How to use the Hero’s Journey to create awesome ads

It doesn’t matter what you sell; your success with ungated content and ABM hinges on your belief that someone out there has a problem you can solve.

I made up a company, SafeSync, to show you what this could look like:

• Problem: Do you ever forget to update your software and worry you’re putting your business at risk? 
• Solution: SafeSync keeps your apps, devices, and systems current with the latest security updates with just a click. 
• Benefit: You can rest assured that your software is up to date, remove some stress from your life, and reinvest your time in higher-value work.

Once you understand your Hero’s Journey, you can launch campaigns destined to resonate with people who have their wallets open. 

The last tidbit to consider is your hook, i.e., the carrot at the end of the stick. 

Why should your audience choose to solve their problems with you?

Spoiler alert: A free ebook won’t do jack sh%t. 

Today’s B2B buyers want so much more; they want genuine value, like a gift card, ad credits, consultation, or a lunch and learn. Steal the ideas below if you’re trying to cut through the noise.

How to know if ABM and ungated content is working

There are few things in life I hate more than gated content: wet socks, getting a terrible song stuck in my head, and people who use reply-all for every email. 

That said, I have no problem admitting that gated content offers solid insights into campaign performance. You capture emails, and you can track emails in your ecosystem. The problem is, the performance tracked from gated content is usually very bad.

This begs the question: How do you measure ABM and ungated content? 

In a few ways:

1. The quality of website visits 

Google Analytics, as intimidating as it can seem, is your BFF. Start by looking at clicks, but take it a step further by diving into bounce rates, time on site, and scroll depth. If someone likes your ad and is genuinely interested in what you’re selling, they’ll hang out on the landing page, scroll around, and maybe even visit other pages. Quality website visits are a great primary success metric for your ungated content campaigns.

2. The volume of demos, meetings, etc.  

An ungated approach doesn’t mean you can’t drive meetings and demos with a form. It just means your primary storytelling method can’t be, “Let’s gate tons of ebooks and blogs.” 

If you tell your story well with ungated content, it makes it easy to follow up with demo ads. When you’re getting meetings with people who’ve been consuming your ungated content, that’s a vital secondary success metric to track. Then, figure out what percentage of leads taking demos match your target account list, and monitor that ABM success.

3. Ad engagement 

The way people engage with your ads is a tell, so look at quantitative metrics like CTR and cost per click (CPC).

You can also look at the comments people leave and the personas (job titles and companies) of people who interact with your ads. The latter especially gives you a solid idea if your campaigns are on the right track.  

Say you need metrics closer to pipeline and revenue. Turn your attention to marketing-sourced pipeline, opportunities and win rates. Ungated content is a supporting effort for your demand capture campaigns, and you can easily track the success of those. Everything comes back to pipeline.

What does the future look like for B2B marketers?

ABM and ungated content are both #trending right now and on the fast track to mainstream status. I’d argue ABM is already there. 

So what’s next? User-generated content (UGC), in-feed optimization, and shiny stuff. 

1. UGC: UGC has been all the rage in B2C for years, especially on platforms like Instagram and TikTok, due to consumers’ inherent trust in their peers. B2B marketers have started to embrace UGC for the same reason. They’ll continue to do so as they answer the call for more honesty, vulnerability, and transparency, especially from younger generations.

2. In-feed optimization: New-age audiences (read: young people) don’t respond to gated content and cold emails, which is why in-feed optimization continues to gain steam. Not only does that mean no gates, but it means no landing pages, either. Just deliver the total package when and where buyers spend their time. 

3. Something shiny: There’s always something shiny out there that marketers have their eyes on. Right now, I’d argue that object is TikTok, with 61% of B2B marketers using the platform for work. I don’t expect TikTok to fade anytime soon, but other innovations will come to the forefront—like a true advertising application of virtual reality. When these new socials show up, be ready to act. Boring ads, campaigns, and brands will be left in the dust. 

Famed scientist Stephen Hawking once said, “The measure of intelligence is the ability to change.” 
Today, I say, “The measure of the best B2B marketers is their ability to change.”

The rise of ungated content and ABM are forcing marketers to change, and that’s good.  Combining ungated content with an ABM mindset is the perfect one-two punch.

The post Unpacking the Rise of ABM and Ungated Content for B2B Marketers appeared first on metadata.io.

By what? That many people reading our 2023 B2B paid social benchmark report were surprised by the high cost per opportunity (CPO) of paid social advertising.

If you haven’t read our benchmark report, here’s the average CPO across LinkedIn and Facebook:

CPO on LinkedIn (Left) vs. Facebook (Right) Pre-April 2022

My initial thought was, Why’s this shocking? Why don’t demand generation marketers know how much they pay for opportunities, especially in a down economy? Are they too focused on leads alone and not pipeline?

I concluded the likely reason is they’re too far away from their data. Either they’re always waiting for their Marketing Ops team or agency to turn around reports, or they’re relying on metrics in native ad channels that aren’t tied to pipeline and revenue. 

Either way, there’s a divide between demand gen marketers and the data they need to build, launch, experiment, and optimize their campaigns.

This is a solvable problem: The future of excellent demand generation hinges on data independence. 

What does an independent demand generation marketer look like? 

Let’s take a step back. I have a hunch you’re asking yourself, Isn’t demand generation all about collaboration, processes, and moving pieces across teams? 

You’re spot on, so I’ll preface this section by saying this: 

Demand generation is a team sport. Everyone, including Sales, Marketing Ops, and Customer Success, must work together to keep campaigns flowing. 

My point about data independence is less about marketers isolating themselves, and more about them taking the reins of the tools (read: data). To build quality campaigns, experiment at scale, and maximize their budget, demand gen pros need better access to performance metrics. Data is their lifeblood, and nothing should stand in their way of it.

It’s time for marketers to break through roadblocks (and the ensuing disconnect) to shorten the time between insight and action. 

I’ve come up with four characteristics of a data-independent demand generation marketer. Imagine a future like this:

1. They don’t fully rely on other teams to get data or reports

Demand gen marketers typically access data in one of two ways (or a mix): 

1. Use native ad channels 
2. Ask their Marketing Ops team or third-party agency

Both avenues have their pros and cons. For example, native ad channels are fairly intuitive and reduce the barrier to entry for paid social advertising. But at the same time, they don’t give marketers access to metrics that tie back to pipeline and revenue. 

Meanwhile, tapping a Marketing Ops team or agency on the shoulder is excellent for bandwidth, but you don’t always get answers quickly. They have other priorities—trust me, I used to work in Marketing Ops—and this creates a costly lag between the ask and when marketers actually execute on that data. 

In either scenario, marketers are left with an under-equipped toolbox that makes their job tough. That’s a red flag during normal times, but when leadership teams are cutting marketing budgets, the flag is flying a little higher than usual. 

This is why the best demand gen marketers will soon be the ones who’ve reduced their reliance on other teams from a data standpoint and taken full ownership of their data. It’s 2023, and it’s time for them to steer the ship without waiting for everyone else to board. 

2. They aren’t blindsided by cost per lead (CPL) or any other metrics tied to pipeline

If a B2B marketing playbook existed, “How to drive a low cost per lead (CPL)” would be the title of the first chapter.

I’m fine with that since leads have historically been a B2B marketer’s north star. But demand gen marketers need to read beyond that chapter because chasing leads is fruitless and expensive.   

Although I admit CPL and similar metrics are solid leading indicators of paid social success, they’re not close enough to the dotted line to be the primary proxies. 

What demand generation marketers need today, tomorrow, and every day in the future is an uninterrupted view of performance from the first impression to closed-won business.

Instead of looking only at CPL, marketers should focus on metrics like upsell revenue and cost per opportunity (CPO). These metrics are closer to actual revenue. 

That said, don’t stop tracking leading indicators, like demo requests and meetings booked. They’re still helpful because they ensure you’re on track. Pipeline and revenue are lagging indicators, but board members may not be keen to wait around to see how they play out. 

One last note about flipping the switch to pipeline-level metrics: It won’t happen overnight. It took us about two quarters to fully make the move, and it would have been longer had we not set our sights on the downstream impact early on. Marketers making the move should sync with their Marketing Ops and Rev Ops teams ASAP to determine what they’re tracking now vs. what they need to track moving forward. 

3. They realize experimentation is the way to the promised land

Paid social campaigns have so many moving pieces, and, subsequently, so many things to test. Think offer types, channels, creative, and audiences.

The only way demand gen marketers can do that is with a well-thought-out experimentation strategy built on a foundation of the 3 As (and an O):

• Audience: Who sees the ads, e.g., job titles and target companies 
• Ads: The actual ads, e.g., the look and feel, copy, message, format, emojis, etc. 
• Asset: The ad format, e.g., single image, carousel, video, conversation, text, etc. 

I’ll include “offer” on this list, too, even though it doesn’t start with an A. Think of the offer as the hook, the “what’s in it for me?” incentive that gets people to click and convert. Some people use gift cards, ad credits, discounted pricing, and free consultations.

Jason Widup, Metadata’s former Head of Marketing, outlined his experiment framework in this article—check it out here.

So, how does data independence fit into the experimentation equation?

Marketers need access to data to inform their experiments, but more importantly, to take action based on their results.

• Did Audience A convert at a lower price than Audience B?
• Which message resonated the most?
• Do ads with real people get more clicks?
• Does Facebook or LinkedIn drive a better CPO? (Hint: The answer’s at the top of this article, and the “why” is in our benchmark report.)

Marketers can no longer wait for their Ops team or agency to supply answers. Time is money, and without instant access to data, they can’t make quick and informed decisions in the best interest of their campaigns.

The native ad channels aren’t much better. While marketers can quickly dive into them, the structure of these channels makes the experiments less impactful. This is because budgets sit at the campaign level, meaning marketers can’t isolate variables and allocate spend toward the highest-performing ads. Basically, they can access data, but the experiments are nothing to write home about.

4. They lean on automation to scale 

Demand gen marketers ask themselves a lot of questions: 

• Should my next campaign go live now or next month? 
• Is TikTok worth some experimental dollars? 
• Wait, did ads with stock images actually work? 

But without automation, there’s no time to answer them, build audiences, craft engaging creative, assemble experiments, and then launch everything across channels. Oh, and then marketers still have to optimize everything daily to ensure they’re pacing correctly and heading toward their goals. I’m stressed just writing that.

These manual, repetitive, albeit necessary tasks eat an unimaginable amount of bandwidth, which is why demand gen marketers must embrace automation. (Metadata certainly does.)

Now imagine an automation-enabled marketer with ownership and access to their data. They build audiences quickly, launch complex experiments at scale, and act instantly on optimization opportunities. That’s a fancy way of saying, they get stuff done. 

This is how demand generation should be—and how it will be once marketers embrace automation and take ownership of their data. 

Say hello to data independence with Metadata  

Let’s recap how demand generation marketers currently access the data and insights they need to build, launch, and optimize paid social campaigns: 

1. They manually go into native ad channels and use their out-of-the-box metrics
2. They work with a Marketing Ops team or outside agency 

Again, both options have good and bad aspects, and at the end of the day, marketers should trek down whichever path is available to them.  

But there’s one more option I have to mention—and it’s all about data independence: Metadata.

With Metadata, demand gen marketers eliminate manual tasks related to audience building, campaign launchings, and reporting. This gives them more time, control, and flexibility back in their day. 
Marketers, you could literally build audiences and launch campaigns in one place. You could drill down into post-conversion metrics, like opportunities created, CPO, and revenue created, to truly understand where your efforts are best spent. With Metadata, campaigns are optimized automatically using data from marketing automation platforms, so say goodbye to guesswork.

The post We’re Breaking Free: Why It’s Time for Demand Gen Marketers to Own Their Data appeared first on metadata.io.

Ads have changed since then, and he certainly didn’t have the digital revolution in mind. But his message still applies: ads need to capture attention, and people decide quickly if they want to read them or not.

You can have the best content, landing page, experimentation strategy, and target audience, but if the ad doesn’t demand a click, who cares? 

In 2023, the average person sees between 5,000 and 10,000 ads per day.

“Just think about that,” says Jonathan Bland, co-founder of Omni Lab, in his DEMAND session How to Build the Highest Performing Ad Creative. “You have radio, print, YouTube, LinkedIn, Facebook, the small screens at the gas station. There’s a lot of noise.”

To make sure yours is one of the few they see—and click—you need to invest in creative. 

This article looks at five actionable tips you can use to build high-performing creative, optimize for in-channel consumption, and create ads that don’t look like, well, ads.

5 key areas of focus for ad creative with impact

The best ads aren’t merely the output of savvy designers who’ve mastered the most innovative ad formats and copywriters who’ve pooled their collective brainpower. If you look at the B2B companies with the best ads, they do a whole lot more than look pretty.

The highest-performing ads address a real problem and make it abundantly clear their product can solve it. Your ads must follow suit.

1. Solve a problem

Every B2B buy stems from a problem; 93% of B2B buyers require a business case for all technology solutions. 

Demand gen marketers use Metadata to automate low-value marketing tasks and drive more revenue.

Chief Customer Officers (CCOs) use Pendo to reduce churn. 

Sales leaders use Dooly to eliminate admin tasks and win more business.

In some way, shape, or form, every B2B company exists to solve problems.

Your ads need to put that problem—or problems—at the center and make it clear that your product is the solution. 

Every aspect of your ads, including the headline, creative, and calls to action, must reinforce that.

Remember: Your competitors are using ads to pitch the same solution to the same people. Why should your target audience click yours? 

Here’s an excellent example from Dooly: 

Every part of it—from the intro text to the creative and headline—speaks to their target audience’s challenge: sales reps missing their quota. 

My only problem is with the CTA. Instead of saying, “Request a demo,” it could highlight their problem again with copy like, “Help your reps hit their quotas.” 

Now let’s take a look at an example from BigCommerce.

This ad is lacking specificity and urgency. What problem does the platform solve? In this case, the lack of clarity could be the difference between a click and a scroll.

2. Understand your customer

Understanding buyer motivation has always plagued B2B marketers. In a recent survey, 63% of B2B marketing executives identified this as one of their top three challenges.

Why? Because it’s always changing—and it’s doing so now more than ever. 

CEOs who were all about driving net-new business are shifting their focus to customer retention and upsells. Managers who historically led teams in an office are now looking to use software to keep remote teams productive.

This demands constantly adapting to change.

While aspects of your ideal customer profile (ICP) will stay consistent long-term, good chunks won’t. Building ads under the assumption that your buyers haven’t changed is a risky move. 

Instead, figure out what they care about today and tailor your creative to those outcomes and challenges. 

How? Hop on a call with them and ask about their challenges and how your product helps them.

An equally valuable but lower-touch way to get these insights is to experiment with ad messaging. For example, you could run two ads highlighting different problems, similar to what Slack did below.

3. Have a point-of-view

Smart targeting is a double-edged sword. 

On the one hand, you can build hyper-specific audiences to reach the smallest pocket of buyers online. On the other hand, these targeting powers are available to everyone natively or using demand generation tools. As a result, you’re likely fighting your competitors for the same people’s attention. 

For example, marketers promoting expense management software target the same CFOs, while eCommerce solutions send messages to the same sea of founders. 

This is the nature of the beast and one set to intensify in the coming years. According to eMarketer, digital ad spending in the U.S. will reach $248.72 billion this year, up by 12.5% from 2021. By 2026, that number is projected to reach $385.47 billion.

Given that your target audience sees similar product ads, how do you make yours stand out? 

What makes you unique compared to the other people and ads out there? 

This is where you highlight your go-to-market differentiator. For example, maybe you zoom in on the number of integrations you have or how your product is the only one tailor-made for a particular industry. 

While product-based differentiation takes the cake, it’s not your only play. 

In the example below, Salesforce touts the number of sellers using their tools. You can do the same—even if you don’t have thousands of customers—to lend light to your credibility and market presence. 

Your POV doesn’t have to be complicated; it just has to set you apart and make your ad shine slightly brighter than the rest.  

4. Create great content

B2B companies are investing in content; 44% of responding companies placed content creation among their top three marketing areas to invest in. 

That said, actions speak louder than words, and the difference between knowing and doing is huge. 

Behind every good ad is an offer. Whether that’s an ebook, video, case study, or demo request page, every ad comes with a payoff. The best ads deliver on them. 

Does LiveRamp actually tell me 40 ways to maximize my budget? If so, do they work?

“You can create the best headlines, design, and creative, but without good content behind it, it’s just not going to stick.”

Jonathan Bland

Co-Founder, Omni Lab

5. Target your ICP

The downfall of third-party cookies and other identifiers will continue to put audience targeting strategies under pressure. Shrinking budgets, rising ad costs, and intensifying competition will only compound that pressure. 

That said, expectations are the same: Get your ads in front of the right people.  

To do that, you need to understand your ICP and target buyers who fit perfectly within it.

• Are you trying to win over CEOs, CMOs and board members? Your ads should highlight higher-level business outcomes, like cost savings.
  
• Do you have your sights set on directors and managers? If so, your creative should spotlight challenges like team efficiency. 

• Do you want to connect with specialists, individual contributors, and interns? If that’s the case, the creative should focus on tactics and day-to-day challenges they experience in the trenches.
  

By understanding your customers and their core challenges, you can create ads that look good and demand a click. You can also build out more thoughtful targeting and experimentation strategies to drive more efficiency—and dollars—from your campaigns.

Remember: You can create award-worthy ads, but it’s all for naught if the wrong people see

3 tips for creating ads that convert in 2023

We covered a handful of steps you need to take behind the scenes to build high-performing ad creative. Let’s round out this article by diving into some tips you can apply to the actual ads.

Optimize for in-feed consumption  

People come to LinkedIn and Facebook to consume content, not click on an ad that redirects them to another site and asks them to fill out a form. 

Instead of making people jump through hoops to consume your content, provide it—or at least some of it—directly on the platform, like Zillow did below.

Another increasingly common example is contextualized demos. 

Historically, B2B marketers have approached demo requests with a gate (see below). LinkedIn’s taken steps to remove some friction via in-feed forms, but buyers are still forced to take another step—one they may not be ready to take. 

Instead of forcing them to jump through work to see your product, strip friction from the equation with a short video showing how your product addresses a core challenge.

If you have your heart set on redirecting them to your website, likely for tracking purposes, consider providing an ungated demo there, as we do on our website. 

Don’t worry about this level of in-feed optimization impacting performance, either.

“What we find when we do this [optimize for in-feed consumption], click-through rates and cost-per-clicks are often lower,” Jonathan Bland says in his DEMAND session. “The reason for that is that we’re building up trust and optimizing for the 99% of people who aren’t clicking on your ad.”

Be organic

The highest-performing ads are the ones that don’t look like ads. B2B marketers are waking up to this, which is why native formats are becoming so popular. 

When building your ad creative in 2023, focus on making them look as natural as possible. Your goal is to make them “behave” similarly to organic posts. 

While social platforms don’t have a traditional native ad setting, there’s plenty you can do with the creative to make it blend into its surroundings—think removing your logo from the ad, cutting CTAs, and avoiding stock imagery like the plague. 

The example below from Arrows is excellent, and its engagement rate shows that. 

Another slept-on option is the low-quality video. 

Here, low quality is a good thing: genuinely authentic and raw. Nothing screams “we want you to buy something” more than an ad that rivals something in Steven Spielberg’s archives. 

Smart distribution

High-performing ads don’t necessarily require a ton of resources. Are there companies out there that can help you create awesome ads? Absolutely, and they’ll come in handy when you need to scale. 

That said, you don’t have to recreate the wheel. 

Here’s an example: Take an existing webinar and break it into five or six snippets. Then run those as individual ads. 
Not only is the core asset already live, which means you don’t have to start from scratch, but breaking up the webinar into bite-sized ads can significantly extend your reach.

Just look at the table below from Jonathan’s session, How to Build the Highest Performing Ad Creative.

By segmenting the webinar in a thoughtful way, he increased consumption by 17x—and it didn’t require a ton of resources (beyond creating the webinar).

When speaking about the table, Jonathan said, “Most people aren’t doing it on the right side [the new way]. They’re just thinking about the next piece of content.” 

So, not only can you drive more value from existing content, but you can deliver your message in a way the competition may not be considering. It’s a win-win.

Be the pink sheep in 2023

There was a time many moons ago when standing out with ads was relatively easy. Companies weren’t buying a ton, and the public sentiment was largely positive. 

Today, B2B companies are pouring billions into ads to target a finite number of buyers. As a result, standing out is more challenging than ever. 

To be the neon pink sheep in the flock, you need to invest in creating ads that address a real problem and make it clear that your product is the answer to all their woes. Do that—without hitting audiences over the head with an in-your-face ad—and the clicks will come.

To learn more about creating engaging ads, check out Jonathan Bland’s DEMAND 2022 session, How to Build the Highest Performing Ad Creative. 

To check out all on-demand recordings, click here.  

The post How to Build the Highest Performing Ad Creative in 2023 appeared first on metadata.io.

Was Sun Tzu, the famed Chinese military general and author of The Art of War, talking about paid media strategies when he said, “In the midst of chaos, there is also opportunity?” 

No, but he could have been. 

Despite the economic outlook, it’s not time to pump the brakes on paid media strategies.

In fact, now’s the time to look at 2023 and beyond as an opportunity to maximize your ad budget and increase performance while your contemporaries tighten their belts. 

Case in point: Businesses that advertised aggressively during the 1980s recession had sales 256% higher than those who didn’t.

As we move into the new year, B2B marketers should batten down the hatches and carve out a paid media strategy that helps them thrive in a down economy.

In this article, we’ll explore three key ways you can do just that. 

Why top advertisers think like investors and scientists

They say B2B marketers wear many hats—email guru, SEO wizard, content machine, and more. We’d say two other hats are necessary when the economy is in a tough spot: investor and scientist. 

In a down economy, the advertisers who keep their companies’ growth engines running are the ones who think like investors and execute like scientists. 

Think like an investor 

Think of the all-time great investors—what do they have in common? 

These investors:

• Take calculated risks
• Diversify 
• Have stop-loss measures in place 
• Never react emotionally 
• See instability as an opportunity

The best B2B marketers embrace these traits and characteristics, especially during a down economy. For marketers, this can look like this:

• Instead of putting all the eggs in one basket, expand impact across channels to ensure that if one channel or tactic goes down, your entire strategy isn’t dead in the water. 

• Rather than putting ads on a hamster wheel and letting them run forever, put stop-loss measures in place and use auto-pause rules to ensure you’re reducing inefficient spend.

• Instead of reacting emotionally to a high cost per lead (CPL), dig deep to understand how your strategy impacts revenue—and then freak out, if necessary. 

Building a paid media strategy when times are tough requires shifting your mindset; try to see the instability not as a setback, but as an opportunity to get more exposure for less.   

Execute like a scientist

This thinking has been largely lost on B2B marketers and paid media specialists. But those looking to weather the economic storm will embrace this data-driven approach and use it to make their paid media strategies sing.

Scientists formulate hypotheses and tell themselves, “If we do X, we think this will happen as measured by X, Y, Z.”

Here are tips from Silvio Perez’s DEMAND session “Building a Paid Media Strategy in a Down Economy”: 

• Give your campaigns at least 90 days to measure success. This is especially true if you have longer sales cycles and can’t realistically turn opportunities into closed-won revenue at the snap of a finger.
  
• Instead of responding emotionally, look at your data and trends to understand performance; only then should you make the necessary adjustments.
  
• Execute your campaigns in a controlled manner. For example, set a firm flight date and a baseline for comparison to ensure you’re operating in an environment that gives you a clear POV into what’s working.
  
• Don’t be tied to your ideas and experiments—if something isn’t working, change it. Evolving doesn’t mean you failed; it just means you learned.

If you don’t understand your numbers and outcomes, you’re throwing spaghetti at the wall. You can’t afford this in a down economy. In 2023 and beyond, every dollar must work for you.  

Brace for budget cuts

Nearly 30% of major advertisers say they’re cutting their budgets in 2023. 

If the International Monetary Fund’s outlook for the economy in 2023 holds true—real GDP growth is slated to slow to 2.7% next year—budget cuts will almost certainly continue. 

But, instead of accepting defeat and operating under the guise that “everyone’s in the same boat,” brace for impact. As French chemist Louise Pasteur said, “Luck favors the prepared.”

Here’s how to prepare for the impending budget cuts:

1. Find the bloat

Do an audit of your spending and find the “bloat,” or inefficient spend.

Specifically, evaluate: 

• Which campaigns aren’t impacting revenue? 
• What technology isn’t providing actual value? 
• Which team members, contractors, or agencies aren’t pulling their weight? 

Look at these cogs in your marketing machine—campaigns, technology, and headcount—and ask yourself the tough question: Can you live without any of them? 

If something isn’t driving a meaningful difference, the answer is probably a resounding yes. 

While you’ll certainly come face-to-face with tough decisions, making them with conviction can be an effective way to get yourself back on track during a time when many B2B marketers are struggling to stay afloat. 

2. Adjust your strategy

One outcome that generally comes with all budget cuts is less coverage; you can’t tap into all the channels, tactics, or experiments that you’d like. This means you’ll likely need to adjust your strategy accordingly.

“Narrow your scope, and make sure that every dollar you spend is stretched in the most meaningful and impactful way,” Silvio says. “You want to focus on, ‘where can we be a big fish in a small pond?’” 

3. Plug your leaks 

Say it loud for everyone in the back, Silvio: “The time for flying blind is over.” 

In 2023, every dollar—no, every penny—will be on the line, so make sure you have the proper reporting, tracking and alerts in place. 

Silvio said, “If it takes you six Salesforce reports and 30 minutes to answer basic questions—like, what’s my average cost per opportunity this month versus last month?—that’s a problem.”

Address these processes and operational inefficiencies now. Not only will this help you weather this economic downturn, but you’ll be prepared for the next one because you have a crystal-clear view of your efficiency metrics.

4. Have a weekly war room

Business is a team sport, and you need all players in the game. 

To keep your paid media strategy on track in 2023, schedule a weekly war room with relevant stakeholders to discuss new ideas, untapped channels, progress against KPIs, and challenges and blockers.  

This meeting is essential and will play a massive role in your ability to respond quickly to budget cuts and come out ahead. 

Say goodbye to TOFU, MOFU, and BOFU

Ask one hundred B2B marketers how they segment their content, and just about all of them will zero in on TOFU, MOFU, and BOFU. 

For decades, creating content based on a lead’s spot in the funnel was the norm. There’s nothing wrong with this, and it still applies today, but during an economic downturn, it’s too narrow to keep you ahead. 

Instead, look at your strategy in five stages: 

1. Create

At this stage, your goal is to build brand affinity and trust. This is demand creation in its purest form, and it’ll help you create desire and interest for your product or category.

The content at this stage should aim to deliver value without an ask. For example, you could post snippets of a webinar on LinkedIn or summarize a blog post on channels your ICP frequents, like Facebook or Reddit. 

To measure this type of content, look at metrics like blended cost per opportunity, cost per consumption, and other leading indicators you’re creating raving fans.  

2. Capture

The capture stage attempts to convert in-market buyers, i.e., ones who know they have a problem and are looking for a solution.

The content angle here taps into audiences and channels with existing intent—think paid listings on Capterra, PPC ads, and remarketing. 

To gauge the impact of this content, look at your pipe-to-spend ratio, direct cost per opportunity, and return on investment (ROI).

3. Revive

Revival is all about reigniting closed-lost opportunities due to timing, budget, operational readiness, the competition, or some unknown factor.

This is super low-hanging fruit because these people already know you—to a certain extent— meaning it’ll likely cost you less in terms of funds and resources to get them one step closer to a sale.

Revival content will generally be more personalized since you’ve engaged with these clients before and understand their problems, challenges, and use cases. This could manifest as customer events, direct mail or LinkedIn Conversation ads.

Typical metrics to look at here are blended cpSQO and SQO created. 

4. Accelerate

How can you move deals faster? How can you help your Sales team close more deals? Asking yourself these questions can help you win business, offset budget cuts, and hit your goals in a down economy.

This content should center around social proof, and common objectives delivered in-feed on social or even during an event or dinner. Your goal is to help the prospect understand that your solution is the best. 

For this content, one of the key metrics you should look at is the average time to close. 

5. Expand

Expansion is about driving more revenue from existing customers, i.e., increasing their lifetime value (CLTV or CLV). 

Can you invite certain customers to events or dinners? Can you run 1:1 or 1:few campaigns on LinkedIn targeting specific companies? What about referrals? 

When creating for expansion’s sake, look at referrals, renewals, and upsell revenue.  

How I’d recommend you allocate your paid media budget

“If you have to drive pipeline today, you’ll want to start from the bottom and go up from there.” 

Think about it: 

Getting in front of 50 familiar prospects is significantly easier—and cheaper—than convincing a huge group of people who don’t even know they have a problem your product can solve.  

That said, there are only so many deals in the pipeline, prospects to re-engage, and in-market prospects. 

For those reasons, getting to the “create” stage as soon as possible is key. The sooner you can build your brand and dig a competitive moat filled with direct and referral traffic, the sooner you can ditch your over-reliance on paid ads. 

During a down economy, that should be music to your ears. 

A down economy doesn’t mean a drop in performance

In The Art of War, Sun Tzu said, “If you know the enemy and know yourself, you need not fear the result of a hundred battles.”

Again, he wasn’t talking about paid media strategies, but he could have been—just think of the economy and budget cuts as your enemies. 

While the down economy and potential budget cuts will make for a challenging 2023, your paid media strategy doesn’t have to sputter. 

If you know what to expect, prepare for the unknown, and shift your mindset, the next 365 days can serve as a launchpad to take your strategy to new heights.    

The post How to Build a Paid Media Strategy in a Down Economy appeared first on metadata.io.

A lot—but mainly, it showed us the four elements of paid social ads—the ad format, channel, audience and offer type—must work in harmony to drive leads, pipeline and ROI.

We know that’s easier said than done, so we put together our B2B Paid Social Benchmark Report to dive into the best CTAs for different campaign objectives, optimal copy length, whether you should use image or video ads, and much more.

This follow-up report looks specifically at offer types and gives you the scoop necessary to pick the right ones to optimize your demand generation strategy in 2023.

First, what’s an offer type?

Before we get into the data, let’s clear any clouds about what offer types are and, more importantly, what they are not. 

In the simplest of terms, the offer is what your target audience gets in exchange for their click. 

Offer types: 

• Demo 
• Webinar
• Event
• Other

Offer types are related to call-to-action (CTA) buttons, but they’re not the same. 

CTAs are the buttons or links your target audience clicks when they’re interested in your offer. Common CTAs on LinkedIn and Facebook include Download, Learn More, Sign Up, and Register. 

In the example below from monday.com, the CTA is Learn More, and the offer type is Demo.

Why? Monday.com is providing access to a demo. To get that demo, viewers have to click the CTA at the bottom of the ad and provide the required information. 

A look at how offer types perform on LinkedIn and Facebook 

LinkedIn is the bad boy of B2B social media advertising and has historically outperformed Facebook in just about every way. If B2B marketers had the budget, it went to LinkedIn nine times out of ten. 

There’s no denying LinkedIn’s superiority, but immediately discounting Facebook based purely on historical benchmarks would be a strategic mistake. With nearly 3B monthly active users (MAUs), Facebook’s still a monster. 

Plus, someone in your target audience doesn’t morph into someone else when they log out of LinkedIn and into Facebook. A CFO on LinkedIn is still a CFO on Facebook with the same goals, challenges, and pain points.

To that end, Facebook still shines in some situations. 

Let’s explore the different offer types and how they perform on both Facebook and LinkedIn:

Offer type #1: Demo

No surprise here, but when it comes to demos, LinkedIn outperforms Facebook in every way.

LinkedIn

Facebook

No surprise here, but when it comes to demos, LinkedIn outperforms Facebook in every way. 

The eye test reveals that LinkedIn is, in fact, superior on this front—and pretty much every metric that matters points to that. 

For starters, the CTR on LinkedIn is 4.42x that of Facebook. On the surface, that should tell you all you need to know about the mindset of people on these platforms. 

While B2B buyers on LinkedIn are still B2B buyers on Facebook, the significant drop in CTR on the latter indicates that many people aren’t looking to request a demo when they’re scrolling Facebook. LinkedIn’s edge in CPC and CPL supports that as well. 

This may be more than enough insight to warrant a boost to LinkedIn spending. Given the state of the economy, any chance to maximize budgets should be music to your ears. 

Here’s the thing: Facebook stands out when it comes to some other key metrics. 

• Facebook’s Lead to Triggered Opp %: 4.1x that of LinkedIn 
• Triggered Opp to Win %: 2x that of LinkedIn 
• Cost Per Triggered Opp Won: 82% lower on Facebook

Wild, right? But it makes sense. 

While it’s easier and cheaper to get clicks on LinkedIn, if you can get clicks on Facebook, which is far from a given, the outcomes are better. 

This also makes sense. Given Facebook’s lower CTR but impressive lower-funnel metrics, people who do request demos on the platform do so with much greater intent. 

So, what’s our advice? 

LinkedIn is probably where your ad dollars should go, but if you do have some budget remaining or you can stomach the higher prices, showing Facebook some love won’t hurt.

Offer type #2: Webinar

Webinars enjoyed a surge in popularity during the pandemic as B2B marketers across industry lines looked for ways to deliver value and get face time with consumers. If you’re reading this, webinars have probably been a mainstay in your recent lead-generation strategy—and you’re not alone.

Case and point: B2B marketers spent more than $470K on ads to promote webinars in 2021.   

Here’s how they performed. (Hint: It’s not a runaway race like before.)

LinkedIn

Facebook

CTR is considerably higher on LinkedIn (by the tune of 2.9x). Based on that data point and the CTRs for demos, it’s safe to say that LinkedIn should be the default choice if you’re trying to reach people in a true B2B mindset. But that’s par for the course.  

That said, if you go deeper, the lines start to blur. 

Facebook’s Lead to Triggered Opp % is 3.6x that of LinkedIn. At the same time, Cost Per Triggered Opp Won on Facebook was $31,962.21. 

That may seem high, but LinkedIn doesn’t have a value for this metric because these ads didn’t directly drive revenue.

Is this a bit misleading given the role webinars play in lead-generation strategies? Sure.

Few marketers expect direct attribution from webinars. Still, the fact that something tangible came out of Facebook while zilch came out of LinkedIn is intriguing.  

What does all of this mean? 

Don’t hesitate to spread your budget across Facebook and LinkedIn. Although people are more likely to click on a LinkedIn ad that offers a webinar, the more meaningful metrics, like the ones highlighted above, indicate they’re also open to seeing webinar ads on Facebook.

Offer type #3: Event

We’re big fans of events. So much so that we just wrapped up DEMAND 2022, the second-annual, 100%-virtual event that dove into what the best B2B marketers are doing to drive demand and revenue. (Head over to the DEMAND Content Hub to check everything out.)

The rise of virtual, hybrid and in-person events is undeniable. As pandemic restrictions fade and B2B marketers look for more authentic ways to connect with consumers, the rise will continue. 

Still, events are in their infancy compared to other tactics, especially as a way to generate leads, and our data reflects that. We saw just 188 total experiments for this offer type in 2021. 

LinkedIn

Facebook

There’s not much to say here other than this: LinkedIn is the obvious favorite, and it’s not even close. 

Offer type #4: Other

This isn’t a “catch-all,” per se, but it is a “catch everything that’s left.” If you’re not promoting a demo, webinar or event, your campaign likely falls into the “other” offer type. 

This offer type covers everything that’s not aimed at conversions—think about campaigns for brand awareness and website visits. 

LinkedIn

Facebook

Unlike the other offer types that performed better on LinkedIn, Facebook is showing a bit of shine here, with higher-level metrics, like CTR and CPC, landing in its favor.  

Facebook’s CPC is likely the first thing that caught your eye, coming in at 43% less than LinkedIn. Combine that with a lower CTR, and it’s clear that people are more receptive to B2B ads when they’re not asking for information in return.

So, from a pure brand awareness perspective, Facebook wins. With essentially the same amount of clicks for a much better price, you win, too.

As B2B marketers flock to LinkedIn, Facebook’s efficacy at the top of the funnel could provide an effective and efficient way to get in front of your audience in a way that the competition may not be considering. 

Beyond that, LinkedIn still has the edge. 

LinkedIn’s CPL is 21% lower than Facebook’s. At the same time, LinkedIn drove a Cost Per Triggered Opp Won 37% lower than Facebook. 

What to take away from this benchmark report  

Ok, that was a lot, but hopefully, it gave you the insight you need to make smart decisions on LinkedIn and Facebook offer types. 

Before we go, let’s zoom out and highlight the key points to keep in mind when crafting your demand generation strategy in 2023: 

1. Overall, conversion ads, e.g., demos, webinars, and events, perform better on LinkedIn. That said, if you can generate clicks on Facebook via great creative and copy, the outcomes may be worth it (but they’ll be expensive). 
2. Brand awareness, engagement, downloads and other “lighter-touch” ads do well on Facebook. This is the one situation that brings performance parity between the platforms into play. 
3. Facebook isn’t where lead-generation strategies go to die. 

Let’s address #3. 

While there’s no denying LinkedIn’s superiority in the B2B world, Facebook’s strong underlying metrics point to the fact that people don’t mind B2B ads delivered here. 

Are they less likely to click? Absolutely. Most people scrolling through Facebook aren’t ready to call it official with a B2B brand. 

Facebook can hold its weight, and although it’s not the B2B playground that LinkedIn is, it can still act as a powerful lever to drive leads, pipeline and ROI in 2023.

The post The Best Offer Types for Facebook and LinkedIn Campaigns appeared first on metadata.io.

Start using first-party data now, or wait until Google gets rid of third-party cookies in 2023? 

Outsource design or beg your in-house team to move your projects up their to-do lists? 

Spend extra on that *premium* swag, or stick with pens and mugs?

Use image or video ads on Facebook and LinkedIn?

That last question is common among B2B marketers—do they look toward the future (video) or stick with what they know (image)?  

The answer to the “old-vs-new” conundrum may surprise you. 

Despite video’s popularity among consumers and advertisers, image ads aren’t relinquishing the spotlight. In fact, they’re still shining—and our state of B2B social media advertising report proves that. 

Keep reading to learn more about when image ads still make sense—and when video ads do—and best practices to ensure they break through the noise.

Image ads vs. video ads 

The growth of CTV, OTT and video-first platforms like TikTok is pushing all-things video to unprecedented heights.  

Advertisers are responding by opening their wallets more than ever— video ad spending is expected to surpass $180b this year and $318.8b by 2027. 

Google anything related to digital advertising in 2022 (and beyond) or talk to any B2B marketer, and you’ll get nothing but love for video.

So, why the heck are marketers still asking this question? 

Because both video and image ads shine in different situations.

When do video ads make sense?

The inherent nature of video ads and their core purpose positions them differently than image ads.

While image ads aim to push people off the platforms, video ads attempt to do the opposite.

Think about it: What do you want someone to do with your video ad? 

Watch it. 

To do that, they have to stay on the platform, making video ads ideal if you’re trying to build brand or product awareness.

The ability to merge sound and movement also makes video ads perfect for fostering trust with consumers. 

When do image ads make sense? 

There’s no denying that video ads are the shiny object that most advertisers (and customers) can’t look away from. 

There’s also no denying that video ads are out of reach for some due to nothing more than bandwidth or creative restraints. 

Let’s be real: even a 15-second video ad requires a ton of resources. If you want to launch a series of them with experiments, you’re likely looking at weeks of development. 

With the headwinds of an uncertain economy and pressure to do more with less, this is something many marketing teams can’t afford.

Luckily, if you’re in this camp, you’re not falling behind. Image ads actually don’t deserve their bad rap. In fact, they drive a better cost per lead (CPL) than video ads. 

Again, when the name of the game is efficiency and budget maximization, the value of image ads can’t be understated. 

From a tactical standpoint, image ads shine if your goal if you’re trying to push people off the platform toward conversion—like to a blog post or a free trial page.

Best practices to make your ads shine on social (with image ad examples)

So, we know image ads still deserve a place in your marketing toolbox.  

The question now is: how to do them right? 

Here are 9 best practices to ensure you’re getting the most out of your image ads on Facebook and LinkedIn:

1. Make them look native

This shouldn’t be surprising, but people are tired of social ads. 

After years of rogue advertising that saw marketers spew ads across the Internet without regard for the experience and channels, consumers are fighting back.

It’s why ad blockers are popular and third-party cookies are going away. 

In reality, people don’t hate ads; they hate ads that are jarring and don’t provide value.  

The increased spending on native ads is a sign that marketers are seeing the writing on the wall and taking steps to reverse the troubling trend.

This is how you should think about your image ads on Facebook and LinkedIn. 

While there’s no “native ad” setting in these tools, you can take steps to ensure you’re creating something that blends into its surroundings, like removing your logo from the actual ad.

The example below from Marketing Science Consulting Group, Inc. screams native because it matches what people expect when they’re scrolling through LinkedIn: information. It’s not trying to sell. Instead, it’s providing value. 

2. Avoid spammy CTAs

Every ad asks someone to do something. 

Whether that’s downloading a piece of content, signing up for a free trial or watching a video, there’s an ask at the core of every ad. 

People know this, which means you don’t need to include a call-to-action (CTA) button in the ad itself.

For starters, the native tools in Facebook and LinkedIn have built-in CTAs. While they lack the flexibility to experiment with copy—you’re confined to a handful of pre-selected options—they serve their purpose. 

From a design standpoint, including an in-image CTA can also create a jarring experience, which takes away from the native experience that should be your north star.  

Instead, let the image and copy generate the click, like the example below from PNC.

3. Use the right dimensions

A scroll through Facebook or LinkedIn will bring you face to face with a healthy mix of square and rectangular images (both ads and organic posts). 

Variety is the spice of life, but our data shows that consumers don’t fancy ads of all shapes and sizes. 

In reality, they overwhelmingly prefer square ones. 

Why? 

It has everything to do with the continued rise of mobile and consumers’ appetite to consume social content on these devices. And a square image fills up more of the screen as someone is scrolling through their feed.

To put this into perspective, more than 98% of active Facebook users access their accounts via mobile phones. 

While LinkedIn users don’t opt for mobile to quite the same degree—LinkedIn scrolling is often reserved for the workplace and desktops—more than half of them use mobile devices to access the platform. 

4. Bring your images to life

An image is worth a thousand words—except when it’s a boring stock image that does everything but captivate. 

In this case, it’s just a flame burning a hole in your pocket. In a day and age when cost-efficiency is key and maximizing your budget is a must, this is something you can’t afford (pun intended). 

Image ads don’t have to be boring, and while video ads may be out of reach due to bandwidth and creative restraints, that doesn’t mean you can’t bring them to life with animation. 

Something as simple as moving text or background music can go a long way in turning a blah ad into something that drives your bottom line. 

5. Make sure the image and copy mesh

What’s the most important part of an image ad? 

It’s not a trick question, I promise. 

The image. 

That said, overlooking how the copy—both the ad text and the headline—plays with the image is a mistake that’ll cost you clicks.

One of the major reasons video ads are so effective is that they combine movement and sound (via the spoken word) to tell a story.  

Image ads don’t have this luxury, putting more pressure on you to get your message across in a way that encourages engagement. 

To do that, it’s essential that the copy adds context to the image and tells a story that’s compelling enough to generate interest. 

This example from Intuit Mailchimp is a good example of that. 

6. Pay attention to the length

The phrase “less is more” is permanently ingrained in the mind of nearly every B2B marketer. If it’s not yet, it will be for the next several quarters as companies go into fight-or-flight mode to fend off the recession. 

The phrase applies to copywriters, too. 

In a world with such short attention spans and information overload, copywriters are accustomed to using the fewest words possible. The thought, at least historically, is that no one wants to read a wall of text. 

I certainly don’t, which is why it’s surprising to see that less isn’t always more when it comes to the copy of an image ad. 

While our data showed that longer ad text performs better on Facebook, the opposite is true on LinkedIn. 

Ad text length x CTR

Ad text length x CPC

Regarding the headline, CTRs are higher for ads with longer headlines, while CPCs are lower. 

Headline length x CTR

Headline length x CPC

These stats should be a wake-up call to marketers, considering that roughly half of the ads placed on both LinkedIn and Facebook sported headlines of fewer than 39 characters. 

7. Capture curiosity 

Here’s a stat I bet you’ve seen before: People see between 4,000 and 10,000 ads a day.

Is that true? Eh, I’m not so sure. It’s dated and seems unrealistically high.

It’s a foregone conclusion, however, that ad loads are rising and consumers are bombarded with messages from brands. 

The only way to break through is to spark their curiosity, like with these ads below from Yelp and The Predictive Index, that effectively make consumers think and want to learn more.

8. Stay away from stock images

STOP USING STOCK IMAGES. 

Seriously. It’s time to break up with iStock, Pexels, Unsplash and every other source of stock imagery on the Internet. 

Tell them it’s them, not you. 

Using stock images is a surefire way to let someone know that they’re looking at an ad, which goes directly against your need to create something that looks nothing like one.

Instead, feature real people that create a connection with consumers. 

This approach works for the same reason influencer and creator marketing is popular—people connect more with real people versus no-names on the other side of the screen.  

9. Stop blowing smoke

You may not be blowing smoke, but consumers don’t know that. 

So, instead of throwing out wild claims, use stats to back up what you’re saying and deliver indisputable evidence that what you’re selling—tangible or not—can provide value. 

You get the best of both worlds

Despite the rapid shift to video, image ads aren’t going away. 

In fact, they clearly have a place in B2B marketing strategies.

Use them. 

The post 9 Best Practices to Get the Most Out of Your Image Ads appeared first on metadata.io.

Jonathan Bland, Co-Founder of Omni Lab shares actionable tips based on real data from real ad creative to help you understand how to build high-performing creative, how to optimize for in-channel consumption, and how to create ads that don’t look like ads.

Check out the Demand Gen “Pinkprints” from Omni Lab.

The post How to Build the Highest Performing Ad Creative appeared first on metadata.io.

Silvio Perez, Head of Product Innovation at Metadata (and recovering performance marketer), will give you the rundown on how to build a paid media strategy from scratch during a time like this. From lessons learned from over $50M+ in ad spend across top B2B SaaS companies.

The post Building a Paid Media Strategy In a Down Economy appeared first on metadata.io.

Eden Bidani, Conversion Copywriter & Founder of Green Light Copy, walks you through how to write ad and landing page copy that actually converts.

The post Crafting Landing Pages and Social Ads That Actually Convert appeared first on metadata.io.