Let’s be clear: Facebook can be a hard sell to a B2B tech leader. It is a platform very much designed with B2C in mind that focuses conversion optimization and ad formats on e-commerce. So, how did I drive a 54% ROAS in the inaugural 8 months of launching Facebook as an ad platform in B2B tech?
Enter remarketing strategies.
When the buying cycle is long and the product costs (potentially) tens of thousands of dollars, you have to be an effective full-funnel, multi-channel, multi-touch attribution marketer. Alongside paid search, display, other social channels, email nurtures, etc. Facebook can become an integral piece of your marketing funnel to get someone to “trip the wire” (or, take a meeting).
1.93 billion people across the globe are on Facebook every day, and the fact that B2B advertisers usually don’t spend big here is a huge advantage for those that are willing. While the firmographic and title data is not as robust as a platform such as LinkedIn, you can build remarketing audiences from video views, site visits, and page interactions that get the prospects who are already interested to engage with you further.
Here are some very effective Facebook remarketing ads that driving views of an on-demand platform demo to prospects that have visited our site but haven’t converted to a free trial request yet:
