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  • TG

    Toma Grozavescu

    over 3 years ago #

    I've seen some beautiful and efficient campaigns from the likes of IBM/Microsoft, some of them targeting me and they've actually managed to convert.

    I've seen two main directions with this:
    1. Promote a downloadable report/white paper etc. in exchange for contact details (this seems to be the most frequently used, especially if you are a well known brand). Documents containing numbers/statistics seem to be irresistible for businesses, I can't stop clicking ads promoting something like this!
    2. Send people directly to landing page then retarget. I think IBM does this quite often at the moment with their Watson Analytics tool. I've seen quite a few ads promoting different characteristics/benefits of the product, until one of them made me click.

    Hope it helps!

    • ST

      Stanley Tan

      over 3 years ago #

      Hey Toma,
      Appreciate the reply. I find myself clicking on statistic-related whitepapers a lot too!
      A follow-up question:
      Were you at work when you were browsing Facebook?

      • TG

        Toma Grozavescu

        over 3 years ago #

        Yes it happened at work as well. I was both when I was working (social media campaigns) and when procrastinating on Facebook :)

  • NM

    Noah Manion

    over 3 years ago #

    I don't have much experience with large enterprise, but I've found that Facebook is harder to get right for B2B than for a consumer product. I think that for the most part, people separate their work lives from their Facebook browsing. That said, the audience network placement is a good bet if you're set on using Facebook.
    I found [this article](https://growthhackers.com/articles/the-most-scalable-channel-for-large-highly-qualified-saas-leads-hint-it-s-not-facebook-6ce39355-16ac-4aca-a873-a4d61979f1a2) about successful/scalable channels for enterprise acquisition.

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