YOYABA x Pavilion Webinar 2024 - How to Build a Modern Paid Social Inbound Demand Engine
We all agree: Traditional GTM playbooks do need to be rewritten – and so do paid social playbooks that need to generate inbound demand and pipeline. In this webinar, Tim shares his expertise on how a modern paid social for inbound demand should look like in 2024. Enjoy!
Willkommen an heute's Webinar an, wie wir uns eine modernen Social- und Landeng
en bilden.
Ich bin sehr leid, weil ich natürlich die Zeit für die erste Zeit für den
Juli backen,
im Juli bis zum Pavilion-Go-to-Market-Event in London, und ich war der
Marketingstream und
erinnere die meisten Phänomenal-Präsentationen. Ich storkt ihn auf die Seite.
Ich sagte,
hätt ich nicht mehr einen Moment, das nicht mehr geht. Das sind alle die
anderen Leute, die uns diese Content haben.
Wie geht es dir an? Was soll ich für die Webinar abnehmen? So, als Mal zu viel
nachgeben.
Ich glaube, ich bin sehr gut, dass es eigentlich ist. Ich bin ein wenig stolz.
Ich bin ein bisschen stolz.
Ich bin nicht stolz. Du bist ein bisschen stolz.
In meinem anderen Welt, ich glaube, ich bin in der VR.
Und ich habe nur das Team zu tun, als ein präsenter für uns, das am Ende des
Jahres.
Ein bisschen auf dem Team. Team run's eine agency in Deutschland,叫 Joyo-Bah.
Sie haben über 100 B2B-Saskarance. Und die mainfokus ist, ist wirklich auf der
LinkedIn-Abititung.
So, Team Ashley ist der größte Abitur, die LinkedIn über die Dachregion.
Nicht nur das, aber er hat einfach einen Jahr in der Anniversität celebriert,
mit dem Podcast,
der Marketing-Real Talk, die ich glaube, schon seit über 60en episodes, und
jetzt auch die größte Tech-Podcast in Dach, auch.
Sadly, wir können nur nur ein paar zwei Anwesungen finden, weil es in
Deutschland der Rest.
Ich muss mich über die Gewinnung an meine Gewinnung und wir versuchen, die die
durch ein sortieres AI-Genius-Signal zu verholen.
Aber Team, ich werde alle mit uns mit uns sprechen, für uns im nächsten hal
ben Jahr.
Und wir werden viel Zeit für Q&A nehmen.
So, bitte sagen eure Fragen in den Chat, oder sieben uns im Endeffekt, aber wir
werden uns sicherlich viele as möglich.
Und dann kommen wir auf dem Endeffekt.
Und auch, ich habe gesagt, weil du gesagt hast, so viele gute Dinge, die du
auch noch eine der besten Hosen, wenn ich einen Keynote hatte, auf den Konferen
zen.
Das war eine sehr spartige Übste, sehr froh, zu einem ganz leidenden Community
zu verholen.
Ich habe mich in einem anderen Mann mit einem Mann aufgeladen, und ich glaube,
es ist ein sehr interessanter Job, weil es so viel geändert wird in den
letzten Jahren.
Ich bin sehr leid, um mich zu verholen.
Ich glaube, es war eine Frage.
Ja, okay, cool.
Ich würde auch für dich auch die Fragen in den Chat und auch die Fragen, weil
wir eine Menge Zeit in den Nachrichten an uns zu kommen zu.
suche, die Wiederheit, ja, ich say, einwedelt werden wir es zurück.
Wie kann es bilden, wie an公en aspectsoperrieren?
Dann starten wir die Aform zum Recrebe-Decennon mit dem Mall.
Wir haben schon hunderten Zeit gesehen,
aber an dem beginningen ich mit der Aufmerksamkeit.
Ich finde, es ist wichtig,
dass wir einen große Crash, der das Ende 2021 startet.
Das erste Problem war, dass wir 40 % der Nacht übernimmt,
dass dann von vielen anderen Gaben,
und eigentlich schadden alle alle die Anwesenden zu den Markenplatz.
Und es also meint, dass wir einen komplett neu Realität haben,
dass wir jetzt mitklappern.
Die Kampagne waren im Bereich des KPI-Fans im Bereich des Kampiers, auch mit
verschiedenen Möglichkeiten,
und das nicht nur kreatiert ein Gewalt für Investoren und Founders,
aber auch für die Markenplatzverordnung.
Und vorhin haben wir alle den Anlass, der auf der Art des Kostkulturen angeb
oten hat,
die in dem Grunde der Haltungs- und Haltungsveränderungen haben,
wir haben mehr Gute.
Und mehr Specifically, das war die Brake verbrücken.
Die Kampagne zu mehr Grot, wir haben mehr Kostemas, wir haben mehr Kostemas,
wir haben mehr Gears,
und wir haben mehr Gears, wir haben mehr Gears, wir haben mehr Gears.
Das ist sehr straightforward.
Und am Ende des Tages, das ganze mindset des "Gerning" und mehr und mehr das
Volumen-Game,
war das als, als es besser ist, in order zu mehr Groten, wir haben mehr SDRs.
In order zu mehr Groten, mehr Gears, wir haben mehr Dauer auf den Plattformen.
Und die Anlass, dieses Spiel, das zu enttäuscht,
weil wir einen mehr Spezifik-View von Kostemas, die vorhin nicht so viel fokuss
iert haben.
Du kannst auch immer noch einmal das Video sehen, das war ein Zeichen, die wir
im Spiel zu verbrücken.
Ich glaube, das Problem mit dem Predictable Revenue-Book ist,
dass es nicht mehr kalt ist, aber es ist mehr kalt ist.
Die Welt hat so viel geändert. Es war im 2011 geleitet.
So viele Dinge, die Marketing- und Projekte sind so anders.
Das heißt, wir können nicht einfach den Koppeln und den Salesforce-Fest in
order zu gehen zu diesem Schauspiel-Mot.
Wir müssen uns noch mal mal sehen.
Und von der Buch, was das am Spielzeit-Festel anbieten,
war es zu koppigen oder traditionelle Social-Approaches.
Du kannst alle sehen, die Leute zu tun haben, die die Konten-Pieße zu tun
haben.
Und in dem Notschel, das ist ein Konten-Pieße.
Du dann auf den Linken aufkommen, zu collecten Kontext-Informationen,
so dass SDRs in die Kommentare erfolgen können, und dann die Buch-Demo.
Sehr schön, sehr schnell zu verholfen, und das Thema, ich glaube, war,
enttänigt sich ein guter Teil. Zuerst generiert es, wie es mir das als
möglich ist.
Aber der Problem ist, dass die Windrates von Lied zu Klaus 1 zu klein waren,
sehr schnell.
Wir haben noch mehr than 100 Btsass-Konten, nicht die Eta-Konten, sondern die
CRM.
Wir sehen, dass das Spielbock, die Konten-Pieße, die Konten-Rate, war zwar 1%,
und auch 1, als 0.3%, 0.5%, die Klaus ist nicht der Stainer.
Wir sehen, dass in 2018 und 2024 die Klaus von Sales-Kompensation und Klaus von
Lieds
die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein
waren, und die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu
klein waren,
die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein
waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein waren, die Klaus 1 zu klein
waren,
und das Thema, die Klaus 1 zu klein waren, die Klaus 1 zu klein waren,
arrangements, which was the B2B buying and its behavior.
and I've just collected a couple of statistics for you here.
And I think all of them kind of sum up and agree that we
people we humans prefer to do our own research we have so much free information
on the internet
available that we want to go out there and check out different tools ourselves
to our own
research, analyze it and only when we've decided to go into a process with a
company
then we want to talk to sales.
So what's changed is that in most situations actually we already decide that we
want to buy
a product and then only we talk to sales while a couple of years ago or even
ten years
ago it was more that you talk to sales in order to get information.
Now we don't talk to sales to get information, we collect the information
ourselves.
So that has also led to a disbalance of the asymmetry of knowledge.
If you look at thirty years ago buyers had very little knowledge because no
information
was online on the internet.
So we had to go and talk to sales in order to get that information.
That's changed drastically.
Today we have everything online on websites.
So that means in also a lot of cases buyers since they're so focused on the
product and
on the use case they want to solve in some cases even are more knowledgeable
than sellers
which creates a completely new reality.
So that means of course that the job at hand for salespeople has become much
harder
too.
But also it means that us marketers need to do a better job of providing all
the information
that B2B buyers need that they can access openly on the internet before they
actually decide
to talk to sales.
So that also means that our job has become much more complex.
And if we now put all of this together that changed in the market, right, the
playbooks
that have become so inefficient, the new reality of the buyer behavior, then I
'm asking
myself why are we still getting content that our buyers want to consume?
Why are we still in most cases hiding our pricing on our pricing page?
Right?
It's even called a pricing page but you don't get the price which is kind of
funny in
a way.
Why are we still creating the same boring white paper content with no
innovation whatsoever?
Why are we still pushing back buyers to talk to sales when they're not ready?
Why are we always pushing them into the funnel even if they don't want to?
And why are we simply not making an effort to educate our buyers before they
book the
demo?
And I think we have to agree and come to the realization that we are not living
in a
cellarlet world anymore but we're now living in a biolate economy.
So we must understand that buyers, they want to be in control, they want to
decide
what to do, where to do it and also when to do it.
So we need to ask ourselves, okay, what can we do in order to serve this new
world that
we live in, to serve our buyers more?
And what you can see here is how the playbooks of paid social actually changed,
okay?
On the left you can see the traditional approach that I've just shown you, for
example, and
on the right you can see the new approach that works much better.
And I think executing on this shift is highly important if you actually want to
make paid
social work, if you actually want to create paid, so turn paid social into a
channel that's
accountable for real pipeline and revenue impact.
Because back then the philosophy was that paid socialists a channel for leads,
right?
Which is not really the case because LinkedIn is a demand creation platform.
You reach new people, new customers, you can start a conversation with them,
you can start
building relationships with them.
It's not a channel where you capture leads, that's Google.
So I think it's important to adopt the philosophy that paid social, say, plays
that gives you
the ability to communicate with your ICP in the best possible way.
So the objective should move away from generating leads and towards actually
educating our
buyers so that we as a brand become top of mind once they're ready to buy.
We should then also move away from expecting immediate return on investment on
demand creation
and paid social channels and towards seeing LinkedIn and paid social as a
guaranteed delivery
of my content to my ICP.
Which is exactly what it is and that's a great way because especially LinkedIn
has the
best possible targeting for B2B you could ever have.
And also then target KPIs should change.
Not leads or contact information but towards engagement.
How much is our content actually resonating in the first place and then you
have different
KPIs where you should focus on actual pipeline and revenue impact.
And then the content itself should not be gated all the time, not shallow and
used as a
bait which is what companies used to do all the time.
You know those papers where it says the five trends for social media 2025 or
five top
secrets for blah blah blah.
We all know those kind of papers and it should move away from gating everything
to
ungating more people because now we humans actually prefer zero click content
on LinkedIn.
We want to have the value of your message of your creative immediately.
And we don't want to fill out any forms.
So the content should primarily be ungated.
You can still have special content pieces that are gated but then they must be
true
high value pieces and they should be focusing on actual education and should be
engaging.
So how does this look in pictures or videos?
What's the actual difference?
On the left you can see the old approach which is all gated content.
If you look at the ad you have no new information.
There's no value in the ad itself whereas on the right side you can see that
just by consuming
the ad, it's more videos, three out of four videos you actually already get
value without
needing to click on anything.
And by the way it's also 100 times or even more efficient because the CPLs on
as you all know, they're pretty high.
They're like 5 to 20 euros sometimes.
Whereas if you have someone that watches your video, one video of you could
cost you maybe
one euro or maybe I've actually seen even some sense in some cases.
So it's just way more efficient too.
And I would also argue that if you have someone that watches a whole video of
you, for example
here on the right, like explaining specifically what your software does for
like three minutes,
way more valuable than someone downloading a white paper or a ebook.
So what are the new beliefs that you must adopt in your company, in your
organization?
First one is that buyers have the power today and that we must serve them.
The second one should be that initiatives must drive pipeline and revenue and
not leads.
It's always funny to me.
I've actually just had a call. I think that was last week with a founder that
told me that
marketing, hit their numbers, they collected all the leads in a month, but
sales didn't.
And I'm like, how is that possible?
That one of the departments is hitting numbers, especially marketing, but sales
is not hitting
targets.
And that's especially what happens in a lot of cases is if marketing is
responsible for
just collecting leads instead of driving actual pipeline.
It's a whole different approach to marketing if you just change the KPIs.
Third one is the bio-striene is not linear anymore and also dark social places
like podcasts,
also organic social posts, Slack communities, like the pavilion community for
example.
I mean, you all know how much recommendation is done in the community itself.
There's so many people asking for tools or maybe partners or agencies or
whatever trying
to get advice and nothing of that can be tracked by attribution tools.
However, they're probably in most cases the most relevant touchpoints.
So that's a principle that we need to understand and it's especially important
if you want
to scale-pate social because most of the education happens with zero click
content today,
which is nothing that you could ever track.
Right?
So you need to implement hybrid attribution models by also incorporating self-
reported
attribution for example.
That's also principle number four.
Tribution is flawed.
Hybrid attribution is the best approach as I just said.
And the last principle, you must focus on not pushing people into a funnel and
collecting
leads or contact information but rather to go into the conversation with your
buyers
to truly educate them in order to create demand and then generate pipeline.
All right.
I think most of you also know that in any given moment only like 5% of your
audience
is ready to buy today.
So since we know LinkedIn and paid socialist demand creation platform, the goal
should
be that once your buyers become ready to buy and go into that 5% bucket, your
brand and
your company is top of mind.
And how do you do that?
Well, I think the best case is that you already start answering the questions
your buyers
have before they're ready to buy so that you already provide value on the way
to becoming
ready to buy buyers so that when they're ready to buy they're like, "Oh, your
brand
that has helped so much already in my challenges that I've had so far, of
course I'm going
to check them out."
And we always like to think in these 5 questions that can serve as guiding
question.
What's the very first thing that you need to answer to someone that's
completely problem
unaware for example in the very first place?
It's usually, why do we even need to change something, right?
So why change should be the first thing that you create content about, then why
change
something now, then what solution without focusing on your product, just the
kind of category
you're in, then how to change and then the last question only is why you, why
are you the
best provider?
And if you've answered all the questions before already, then chances are super
high of course
that they will select you as the best option of course.
All right, so how can we actually be top of mind once a buyer becomes ready to
buy?
If we now know the questions that we should be answering on or to get there,
well, I think
it all starts with having a very structured creative strategy flywheel and
approach.
Search consolidation, messaging definition, then production and initial tests
and then
iteration optimization and start all over again.
And that's super important because research means that you don't need to spend
and waste
hundreds of thousands of dollars in order to constantly a B test until you at
some point
eventually get to a creative or a messaging that works.
You can save that money by doing proper research work.
That means talk to your customers, check out all of your review tools like G2,
Capetera
in Germany.
We have OEMR reviews, you know, review platforms or directories also called
where you get
a lot of comments about your product.
Also read the reviews from your competitors.
Then also read all of the social media comments that you get.
Then also talk to your sales team, your customer success team to really get all
the information
that you could get by actual people and then consolidate into one creative
strategy working
document.
What you can see here is what we use with our clients where we essentially
combine all
the research that will then lead to forming hypothesis that will then also have
the learnings
after we've tested the hypothesis.
So you have research from the research that you look at, you analyze it, you
then form
hypothesis, okay, so maybe this angle with this ICP should work.
Then you test it, then you document the learnings on it, and then from the
learnings you form
new hypothesis and then you go into research again.
So it's this constant flywheel that you should be working with.
And that's also a place where you actually document all of your learnings on
paid social
because especially if you're at a place where you're spending six figure
budgets on
LinkedIn, for example, per month, you need to work very granularly, you need to
document
basically everything so that you can work in a systematic way.
Otherwise it's just a huge mess.
Okay, now you know what to start with first, create a strategy flywheel.
How should you actually create your different ads?
And what we like to do is have three very specific content pillars.
You have thought leadership that's usually very top funnel, so why change
something, you
know, it's very visionary content that you should be pushing out.
I think it's a great way to work with founders and sea levels to post organic
content here
and use thought leader ads, for example, and push them with budget to do keynot
es and
webinars use that content, you know, you have different kinds of options here,
also industry
reports that are based on actual research.
That's really, really valuable too.
And then in the middle, the next one would be product marketing because what's
important
on paid social is there's a lot of companies that are really good in creating
high attention
and thought leadership kind of style content.
And then if you ask someone, hey, do you know that brand and people are like,
yes, I know
that brand.
And then if you ask him, okay, so what do they actually do?
What's their differentiated point of view?
How are they different to others?
They have no clue.
And that's where your product marketing content comes in.
Product marketing content and also paid ad content actually builds the bridge
between
top fellow thought leadership awareness kind of ads until capture ads.
Yeah, so it's the middle part that's super important.
And I think it's a great way, especially also in re-targeting, to give product
tours,
create an ad where you go, check out the product yourself, how you actually use
the product,
show specific capabilities, maybe show different use cases in different videos,
loom
videos where great for this show problem solution ads before, after free tools,
product let shows are great where I'm going to show you different examples
later.
And then at the end, I think you should also always have a content pillar
focusing on
social proof.
So incorporate some customer quotes, of course case studies, use third party
directories
and all the comments that you get there and customer interviews, all those
things.
So what's a cool process?
I've actually brought you today the exact SOP that we use here at your Yaba.
We sing a day with our clients so you can basically just steal it.
And of course, if you need the presentation afterwards, I can send you the
slides.
So how does the process look like?
So you pick a subject matter expert in your company.
It could be your founder, sea level or someone else that super knowledgeable
about the product,
about the market, the pain points, and is good in front of the camera.
So what you do then is basically you interview that person for, let's say, 60
minutes.
You do the preparation, the research, you ask exactly the questions following
the five
guiding questions, broken down into more specific questions that your customers
would ask.
So for example, if you're a tool that provides a headless content management
system, you
should be answering the question, why change from, let's say, WordPress, or
similar old alternatives
into a new, more modern platform?
And then you have your subject matter expert answer these questions in a very
natural way.
Just like I'm sitting here, it looks like a podcast setup.
It actually is our podcast studio, a little bit transformed today.
And you just answer those questions and your subject matter expert will answer
them in
the most natural way, just like it looks like you're having a coffee chat, okay
And then what you do is you have that 60 minute interview and you cut out
single parts,
single video snippets, that could be a single video ad.
And what you end up with is with a lot of different ads where someone just
explains
something, you know, as you can see, it's truly educational content.
This is not clickbait, this is a true subject matter expert actually answering
questions
that your customers have.
And if you have that content, you can then use it and scale it on LinkedIn so
that you
can actually educate your ICP in LinkedIn feeds without them having to click at
scale.
And that's amazing.
And that works.
Tim, do you have any actual examples on LinkedIn that we can share afterwards
if people
can go and check out some of these videos for inspiration?
Yeah, 100%.
Actually, I'm also going to be sharing some examples right now.
Fantastic.
Yeah.
Cool.
The coolest thing about this is if you have the subject matter expert in your
company actually
sitting there in this interview and if the content is really good, they will
also like
to post that content on the Organics social channels.
So we, for example, work with HRS, which is a company that has a software for
the global
hotel kind of niche.
Maybe you know it's a German company.
And the CEO of HRS posted that content also on his LinkedIn profile, which we
could then
also use in thought-leaders ads, as you can see here.
So the CEO of a big company is sitting down naturally having a conversation.
It looks like a podcast studio talking about the very specific questions that
your customers
have.
So this is a great way to also push founder-led content on thought-leaders ads,
which basically,
yeah.
Like if you look at the KPI benchmarks on thought-leaders ads, they're like 10
times better than normal
ads because people like to consume other people's content more than other logos
, you know,
from companies.
People trust people more than logos.
I think we know that saying.
So yeah, it works.
And then there's also business credit collaborations.
I'm not sure if someone from Cochancem is here, but maybe you've seen in the
last days
in the last week Cochancem has released their CMO volume 2 book and they've
approached a
lot of business credit on LinkedIn.
They also asked me to do a post about it.
So they sent out the book earlier and everybody posted on it that have a lot of
reach on LinkedIn.
And that of course has massive effect because you're reaching so many people
and also what
they now do is they use the best posts and push them into their thought-leaders
So what you can do is you can use content from actual business creditors,
whether promote
your product, your software, and you can put your own budget behind it and you
can also
then put your own targeting behind it.
Because if someone posts on their account, they will reach their own network,
right?
And if you actually use thought-leaders ads, you can choose your own targeting
that you
want people, which people to see that specific content, which is really
powerful.
That's a new feature that has only been introduced like I think a year ago or
half a year ago.
Cool.
Next up is industry reports.
Remember where I said that you should be primarily ungating content and I think
that's
very important that you do that.
And if you primarily ungate content, if people are like, wow, that kind of
content piece
is ungated, I didn't have to fill out anything.
That's great.
That's what you want to have.
If you then on top of that, add a content piece, that's like a big rock kind of
content
piece where someone has spent a lot of time, has done a lot of research, maybe
even including
customer interviews, maybe even evaluating internal product data into it.
Then that's a special piece of content that people love to give their data for.
But it also must be something very premium.
So I've just given you the example of Cognizm, Gong also did this, the state of
sales leadership
2024 where they interviewed a lot of sales leaders.
LinkedIn has also released this year a big buyer study and those kind of pieces
that
are well researched, they can be gated.
Another thing that's really great that you can do on paid social are product
let shows.
So the things that I've showed you now are more into the thought leadership
type of
content pillar.
But product let shows are amazing to actually show how your product differenti
ates from
other products.
And what Zoom info has done in Henry Schuch from Zoom info the founder, they
created
a show that's called the sales showdown where two of their top account
executives kind
of rally against each other.
One of them has access to the Zoom info product and the other one doesn't.
And then they show they have both 15 minutes time to prepare for a sales
meeting.
And then they kind of document how each of the account executives prepare and
what the
exact difference is with and without the product and how the different outcome
looks
like.
Super cool, probably the best product marketing content I've ever seen.
And that of course, if the CEO posts it like Henry Schuch did here 100% they
also push
this post with a lot of budget into all of their target accounts.
So if you do all this, then you're able to educate your target audience and
your ICPs
at scale, which creates real demand.
It actually also makes them move into the ready to buy area more quickly.
If you answer them their questions because then they will be able to move
forward in their
lives and their professional lives faster.
So you should be focusing on answering all the questions that your ICPs have
from being
completely problem unaware up until to where can I sign, you know.
And that's a true power that you have.
Another thing that I would recommend is that you should aim for low ad but high
logo
frequency.
What do I mean by that?
I see a lot of add accounts spending a lot of budget every single month but
they don't
have a lot of different creatives.
So they spend a lot of budget onto a single creative but if I see the same ad
creative,
let's say five times a day, I don't even look at it anymore and I'm bored and I
'm even
frustrated a little bit.
But if I see the same company five or ten times a day with different ad creat
ives, then
it's interesting.
It's like, okay, here's another way, a different way of saying this, that's
cool, you
know.
So you should always aim for high logo frequency but low ad frequency.
And that of course means you need to diversify your ad creatives and formats.
It also means you need to invest more money into the actual content and the
creative production
instead of pushing everything into media spend.
Hey, and to finish off my presentation here, I've also brought you a couple of
ad breakdowns.
People always somehow love these.
So I wanted to give you and inspire you with a couple of ideas also for single
image ads.
We've now looked at the different video ads that you could use.
How do image ads look like that actually create demand?
Well, we love using visual metaphors.
Maybe you know the company Urban Sports Club in Germany.
It's similar to Jim Pass in the UK and they're grown up already.
They're quite big.
And what you can see here is that we immediately catch the attention by using a
very visual
metaphor and it says employees with sporty goals, basically the smartest
company invest.
Then we like to use also the comparison maker, yeah, or also the width or
without ad, which
is super powerful because it shows in a visual way the difference between using
a tool
and not using a tool.
And on the right side, it also then on the bottom specifically explains the
value proposition.
Respond faster to machine breakdowns and cut MTTR up to 20%.
And also the headlines specifically states the topic.
So how long it takes to resume production, which is something that the ICP of
worker base
of course thinks about all the time.
And we have an ad here, which is called, I like to call it the pain agitator.
So work motion is a tool.
It's the market leader in actually in in in in duck for for your employee of
records,
something like deal and remote to two.
And what we've done for them is that we kind of showcase exactly the pain that
you have
as a company if you only look for talents remotely.
So we use that glass and then says, okay, nobody, it's like a Sahara that you
can see
here.
And then of course a cool call to action button time for global hiring strategy
instead
of book a demo now.
Book a demo now is everybody does it.
It's boring.
I think it's better to specifically write the next step an outcome.
Then we have different ad, which is called the value prop ad because it doesn't
have anything
on the ad.
There's no infographic.
There's no image.
It's basically only one very specific bold copy.
It's a claim that stays in your head from high to higher in under 25 days,
which is a recruiting
platform.
And we wanted people to associate this very specific value proposition with the
brand
in stuff.
And then there's the organic, the organic is an ad that looks like that looks
organically
like being in your favorite tool.
And here we use the look of stack overflow, which is a developer platform so
that we created
a very familiar context for developers.
What also works really greatly is for example using WhatsApp chats, Slack chats
, especially
for testimonials or even using a LinkedIn post, organic post into an ad that
can work
great.
And then we have the education bomb, which is amazing because this is a
document ad where
you can actually tell a cool story.
You have six or in this case actually seven pages where you can teach something
to somebody
and they can also be interactive about it because they need to click on the
button to
see the next slide.
And then at the end you can sell a demo because of they've read seven pages,
then the
chances are high that they will actually book a demo.
So to finish off my part here, I just want to ask you one final question or do
one final
statement because I think scaling paid media without creative strategy is like
keynote
on marketing without any data.
It's negligent.
So next time you go into your paid social meetings, I hope that you think about
this because
it will truly transform your results that you can get with paid social and your
demand
engine there.