Advertising on Facebook is uncharted waters for most B2Bs but you might be inspired by our experience around a News Feed ad campaign.
Salesforce used Facebook ad targeting to drive leads through a product demo (see image). Results of the study show the lead generation campaign exceeded goals, yielding 3.5 times more qualified leads, with a 50% lower cost per lead relative to the goal. An unexpected bonus was more than 24,000 additional fans connected to the Salesforce page.
Salesforce began testing Facebook ad targeting to drive demand for events, including Dreamforce, the world’s largest vendor technology conference. Salesforce.com partnered with Facebook and used its own preferred marketing developer (PMD), Social.com, to test several registration-driving tactics. The Facebook campaign proved to be incredibly successful, driving thousands of registrations for Dreamforce 2012. Following that success, salesforce.com began exploring how Facebook could help drive leads for sales. They knew their customers were on Facebook, and the next step was discovering whether prospects were there too and willing to use the platform for professional purposes.
"On Facebook, we're having real-time, valuable conversations that build trust in the B2B marketplace. As a successful B2B channel, Facebook has proven a valuable tool in driving meaningful ROI," says Thimaya Subaiya, Senior Director of Marketing Strategy at salesforce.com.
So, what is the best way for B2B’s to pursue a similar strategy? According to Merry Morud, social advertising director at aimClear, “Smart, focused Facebook targeting is the foundation of your success.”
Here are three steps for getting started from Salesforce:
Salesforce began testing smaller budgets to prove efficiency before scaling the campaign. The test offer above was targeted to people interested in CRM, Cloud Computing, Small Business, Business Software, and Data Management.
To ensure these results could be replicated, Salesforce ran a comparable test at similar spend levels and found that Facebook continued to exceed the set goals. In partnership with Facebook, Salesforce created custom targeting clusters to align with core target audiences. Following the initial success, they continued seeking new ways to convert prospects on Facebook while continuing to optimize for scale.
After establishing Facebook as a successful lead-generation channel, Salesforce significantly increased its investment to generate qualified leads at scale. The strategy consisted of:
- Running Page post photo ads with links in News Feed that drove to a landing page on salesforce.com
- Aligning copy, creative, and offers with each target audience, monitoring performance, and optimizing in real time