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December 20, 2024
In this episode of the FounderVideo Podcast, Will Martin interviews Itamar Ben Yair, Growth Consultant, discussing the intricacies of LinkedIn advertising, particularly for high-value SaaS products. They explore the importance of creative ads, the differences in marketing strategies for varying ACV products, and the debate between full funnel marketing and direct product messaging. Itamar emphasizes the need for clear communication of product capabilities and draws inspiration from consumer culture to craft engaging ads. The conversation also touches on the role of trust in B2B services and the creative process behind effective advertising. In this conversation, Itamar Ben Yair and Will Martin delve into the intricacies of B2B marketing, focusing on product messaging, the importance of qualified leads, and the challenges of reaching out-of-market segments. They discuss the nuances between problem-focused and feature-focused marketing, the role of production quality in advertising, and effective strategies for sourcing talent. Additionally, they explore optimizing lead-to-meeting ratios and the significance of building trust with clients through transparent communication and results-driven metrics.
TAKEAWAYS:
- Creating great ads is essential for converting cold traffic.
- B2B marketers often neglect the creative aspect of ads.
- Full funnel marketing may not be the best approach for all products.
- Understanding your product's capabilities is crucial for effective messaging.
- Trust plays a significant role in B2B services compared to products.
- The creative process should start with understanding customer pain points.
- Experimenting with messaging can lead to better ad performance.
- Inspiration from consumer culture can enhance B2B advertising.
- Simplicity in product messaging is key for engagement.
- Marketers must advocate for clear communication with founders. A complex B2B SaaS product cannot be explained in one line.
- The ultimate test of marketing is whether it generates qualified meetings.
- Marketing should focus on delivering leads that sales teams are eager to convert.
- Generating meetings with ideal customer profiles (ICPs) is crucial.
- Out-of-market segments often indicate a product problem rather than a marketing issue.
- Problem-focused marketing resonates more than feature-focused marketing.
- High production quality in ads can build trust but isn't always necessary.
- Sourcing talent for ads should prioritize acting ability over appearance.
- Optimizing lead-to-meeting ratios involves quick follow-ups and clear communication.
- Building trust with clients requires transparency and focus on business metrics.
FounderVideo Podcast Ep. 24: Itamar Ben Yair, Growth Consultant
"FV 24: LinkedIn Ads Strategy: Creative, Positioning, & Messaging for B2B SaaS | Itamar Ben Yair
"Brought to you by: https://foundervideo.io
Increase the profitability of your LinkedIn Ads - book a free strategy call today.
TIMESTAMPS:
00:00 Introduction
01:08 The Challenge of Converting Cold Traffic
04:29 Conveying Complex Products in Ads
08:32 The Role of Content in Demand Generation
11:56 Creating Effective LinkedIn Ads
17:24 Understanding the Customer's Perspective
27:17 Inspiration from Consumer Culture for B2B Ads
33:16 Marketeers vs. Technical Founders
37:28 In-Market vs. Out-Market Strategies
45:49 The Role of Hollywood in B2B Ads
49:22 Sourcing and Hiring Paid Actors
54:22 Optimizing Lead to Meeting Ratios
01:02:44 Building Trust with Clients
01:05:40 Conclusion and Final Thoughts
TAGS:
FounderVideo,Founder Video,Will Martin,B2B marketing,LinkedIn ads,creative strategies,ACV,product messaging,SaaS,advertising techniques,consumer culture,marketing insights,qualified leads,out-of-market segments,problem-focused marketing,advertising production,lead conversion,client trust,Retargeting,B2B SaaS Strategies,linkedin ads creative,LinkedIn ads strategy
