B2b Buyer flow: See ad --> See Ad --> See Ad --> See ad -->

B2b Buyer flow: See ad --> See Ad --> See Ad --> See ad --> {Remember what the company offers} --> click ad --> learn more about the company --> See Ad --> follow company --> Consume content --> See ad --> See Ad --> Share ad with colleague --> check out past work --> validate credibility --> See ad --> Come in as a lead to book a meeting --> enter sales cycle (above is a very broad generalisation for communication aid) "Social media ads are not a performance marketing channel for you if you are in B2B" (referring to "lead" objectives) They are merely "awareness accelerators" much like a billboard. ........................................ What are social media channels? Well any platform where people socialise and network. Like - Linkedin - Facebook - Instagram - Twitter ......................................... Which channels can I consider performance marketing channels? - Google - Youtube - Lead aggregators (G2, clutch, capterra etc...) ........................................ Why social media is not a performance channel for b2b? The reason b2b often looks at these channels as potential performance channels is because of it's performance in b2c, where the audience buying patterns are completely different. Also, consider this, in b2c someone generally enters your targetting criteria when they have browsed the internet for that product or product category and when buying products, you only research them when you are in market and ready to buy. Whereas in b2b the professionals constantly browse for different topics and it does not mean they are in buying mode. ............................................. What are the Implications of treating social media as a performance channel in b2b? Well you are simply lighting your money on fire. Because when you treat it like a performance channel your messaging and creative tend to adhere to that fact and b2b audience simply tunes them out when they appear in the feed because they are irrelevant. So for b2b the "Lead" objective campaigns are pointless. What you need to do is build awareness of your expertise and offer, so that people start building associations with your brand - making you a top of mind choice when they enter the market to buy. ................................................... So how should b2b companies advertise on these channels? - Share your knowledge around your niche and use ads to boost your distribution and awareness (build awareness of your expertise) - Communicate your offer and how you solve them (Build associations with your brand) - Validate your messaging and value propositions - Retarget audiences to filter ICP fit and stay top of mind .................................................. B2B companies need to be aware of longer sales cycle and adapt to the buying patterns of their prospects which is never Click ad ---> Buy More like, the top of this post.