590: Facebook Ads: 3 Strategies to Target Enterprise Buyers w/ David Rodnitzky

ABOUT THIS EPISODE

In this episode we talk to David Rodnitzky, Founder and CEO at 3Q Digital.

Before we get into today's interview,I want to tell you about another podcast that I think you're really going tolove. It's called the marketing book podcast and it was named by Linkedin asone of ten podcasts that will make you a better marketer. It's hosted bymy friend Douglas Burdette, who we've had on the podcast in the past,and Douglas does weekly interviews with authors of best selling marketing and sales books.According to an adobe survey of marketers, seventy six percent of them said thatmarketing has changed more in the last two years than in the previous fifty.So when you subscribe to this podcast, the marketing book podcast, you're goingto be able to keep up with the quickly changing landscape of modern marketing andsales. One thing that is unique about this that I think is really interesting, is that Douglas reads every single book before every interview and you can tellthat in the engagement that he is able to have with each of the authorsthat he interviews. You can just tell he knows this content because he's readthe entire book, hasn't just read the cliff notes. So he has doneover a hundred interviews. I think they're at one episode thirty four right now. By the time you're hearing this they might be at a hundred and thirtyfive, but I want you to head over. You're already in the PODCASTAPP. Head over in search for the marketing book podcast. Gets subscribed,download a few episodes. You can check out the website at marketing book podcastcomTom. You can follow them on twitter at marketing book, but I really, really really want you to subscribe to this podcast. This is one thatI get a ton of value from and I think you will as well.You're listening to the be tob growth show, a podcast dedicated to helping be tobe executives achieve explosive growth. Whether you're looking for techniques and strategies ortools and resources, you've come to the right place. I'm James Carberry andI'm Jonathan Green. Let's get into the...

...show. Welcome back to the BETOB growth show. We are here today with David Rodnitsky, is the founderand CEO at three q digital. David, how you doing today? James,thanks for having me. I am really excited to chat with you todayday. But we're going to be talking about targeting enterprise buyers with facebook ads, and this is something that I'm I'm really interested in learning more about.I know our listeners are going to get a lot of value out of thisas well. You're going to be covering three strategies that we can use todo this, but before we do that, I want our listeners to understand justa little bit of context around you and what you and your team areup to. A Q digital. Yeah, sure, so, three to digital. We are one of the largest digital growth agencies out there. Weprimarily help companies market online through facebook, linkedin and Google, and then wehave a lot of other services that support those media channels, like St Edgyanalytics and commercial rate optimization. Gotta all right. So, David, you'reclearly this is something that you're living in every day as it relates to targetingenterprise buyers on facebook. Why is this a topic? Obviously you could speakto a lot of different topics. Why is this particular one the thing thatyou wanted to talk about today? Yeah, I think there are two reasons.Number one is that oftentimes clients will initially go to linked in as anadvertising campaign source and they may have a lot of success, but they findthat it's very expensive, so they're always looking for alternatives. And the secondis, even if you're an enterprise CEO, the odds are that at some pointyour day you're probably going on to facebook and checking an update or something. So, Yep, it's an untapped opportunity to reach those folks. Yep, I completely agree. So we're going to we're going to dive into threeand a half strategies, as you explained it offline, for how we cantarget these enterprise buyers on facebook. The first one is leveraging your existing linkedincampaigns. Can you talk us through this first strategy? Yeah, so,whenever you're doing any linkedin campaign, you're...

...capturing data about users, and soin one case you may have a white paper, they ask some of thedownload and you ask them for their email address. In another case you mayjust send someone to a custom landing page and you're able to cook you thatperson. In both cases you can use that data and poured it over tofacebook. So in the case of the LP landing page, you might haveunique cookie information about that person. You can share that information with facebook,your custom audience, and now you're able to market to those people on facebookand the same thing would be true with the email leads you can capture.You can use those email addresses and try to match them against people on facebookand then have an additional marketing channel to reach those people. The other thingthat I'll say, which is kind of an interesting phenomenon on Linkedin, isthat oftentimes when someone signs up for Linkedin, they will use their personally email addressas their contact rather than their corporating mail address, and a lot ofpeople do this because they're moving jobs and they want to have a permanent placewhere people can reach them. So if you actually have contacts or can getcontacts on Linkedin, you can easily aggregate those and then use facebook's custom audiencesystem to reach out to people on their personally meant mail addresses on facebook.Got It. So, with that look like exporting email addresses from, say, your sales teams first degree networks and kind of working that angle. Orthere are other ways to do that. Yeah, absolutely, anyway you cancap get email addresses that it's in a way that is compliant with whatever rulesand regulations that your free follows. But essentially, when it comes to facebook, the number one way that people have success with facebook is to this conceptof custom audiences and look like audiences, and a custom audiences almost always anupload of email addresses that facebook is going to match against their users email addressesand allows you to market to those people...

...directly. Or they can do itlook like audience, which enables you to take email addresses that you've uploaded andfacebook's algorithm will go out and find people similar to those uploads based on datathey've collected, and so you can actually mention potentially target New People that youdon't even have contact information on through that map. arouct. And how manyemails do you typically need to upload to be able to build a custom audienceor look like audience? I think in a best case scenario it's something likeTenzero, which is pretty high enterprise obviously, but I believe, and I haveto have to go double check on this later, I think you cando as little as a thousand O got in mind that you know, evenif you're targeting the sea level of an enter Pris Company, if you cango a little broader than that and find the midlevel people, even if thosearen't your ultimate audience, there's lots of ways influence those people and and youcan reach that sort of tenzero person list in creative ways. Gotta so.I guess maybe one way to say it as if you're doing account based marketingand you're literally looking for the CIOS at the top five hundred enterprise companies,then facebook's could be really challenging for you. But when you're looking at trying toreach people at multiple functions and at Hewlett Packard or IBM or something,and then there's lots of ways to reach that number and target. Gotta okay. So do you have any advice, David, or around the creative thattends to perform better on facebook? You you with this particular strategy you're takingexisting linkedin campaigns. Should your campaign on facebook kind of match stylistically what yourLinkedin campaign look like? What have you seen there? Yeah, I meanI think that on facebook the things that almost always work are some sort ofcatchy image or a video. And you know I mean people are on facebookbecause they're looking to take a break from whatever they're doing on a daily basis, and so having a very complex white paper as your offer is probably notgoing to a sort of peak their interest, but a intro video about the interestingfunctionality and benefits of your products or...

...something that is going to be sosomewhere between, you know, the hard cell technical information and branding is what'sgoing to get people's attention on facebook. Gotta all right. So, sothat's that's the first strategy we're going to talk about. These next two area little bit different. It's more around extracting information from facebook to get thethe corporate information. Can you walk us through this second strategy? Yeah,so, as I said earlier, on facebook people are typically using their personalemail address as opposed to their corporat email address. Now there are some whowill use their corporate email address, but more likely than not, at yoursomeone's using their personal email address. A lot of companies have fan pages onFacebook, and even enter price companies, and and they find that people followthem as their fans on facebook. And so if you can extract the emailaddresses of the of your fans on Facebook, if people have identified themselves as beinginterested in your business, you can start to take those personal emails andturn them into Corp pretty emails, and the way that you do that isthrough some tools that essentially are connecting the dots in terms of missing data.So there's a company. I have no personal connection or this is interest inthis company, but it's company called full contact. That's one example of thiswhere if you find, if you have a list of tenzero personal email addressesthat maybe you've gotten from your fan page or from people register being for somethingon Facebook, they'll take that information and they will do some reverse engineering andfigure out the corporate email addresses of those people. So now you've got corporateemail addresses that you can start mailing out to and you know that there's someoneinterested in your business because they're a member of your fan page. Gotta nowyou've got the the corporate information. So I didn't realize that you could extractemail addresses from people that like your fan page on facebook. So that that'ssuper interesting. I think there are different settings that determine the degree to whichthe information you can ask for, for some from someone. So you knowthe individual has the right to sort of limit information and then when you someonelikes your page, you have you can...

...ask for different things. Got Itall right? So that's the second strategy. Walk us through the third one.So the third strategy, which I one of my team members calls thewaterfall strategy, is sort of doing your own reverse engineering. So you dois if you have a bunch of information about your target audience, let's sayyou know their name, maybe you know they're the address of their office,maybe you know their phone number but you don't have their email address, youcan essentially upload all of that personally identifiable information that you have access to inthe facebook and basically tell facebook try to find these people, and you knowyou're not gonna have a hundred percent match rate, but facebook can actually doa pretty good job of creating a pool of people based on the identifiable informationthat you provided to them. Okay, and what was the half strategy thatyou mentioned earlier? The half strategy actually kind of already mentioned. It wasthe idea of if you are if you have someone who you're connected to oryour salespeople are connected to on on Linkedin that you didn't get through a marketingcampaign but that you got through connections, you could use that to create audienceson facebook. I already gave it up. Love it. Okay. So so, David, you I've obviously you and your team have a lot ofexperience with facebook ads. We've talked in depths and cover these three and ahalf strategies for targeting enterprise buyers. But is there anything maybe the higher levelwith with facebook adds that someone listening to this, maybe they haven't done alot of experimenting with facebook adds yet. Any piece of advice that you wouldgive them, you know, even if it's not specific to targeting enterprise buyers? Yeah, I think that the number one thing you can do in facebookis actually to test creative. So a lot of people in marketing are usedto thinking about if I can just reach the right audience, then I win. Yeah, in on facebook case, because of the custom audiences and looklike audiences, they do a really good job of putting you in right infront of the right people. So then it's up to the the marketer toactually do lots and lots of testing of messages, of creative of assets thatyou're providing to the end user to try...

...to increase conversion funnel. It's alittle bit different than what you what you typically see for a lot of ourcampaigns when we're talking about ABM and and really deep targeting. It's actually theopposite. You really want to just trust facebook to get you in front ofthe right people and then create really good creative gotta and and do you haveany recommendations around and of how many variations of the copy, how many variationsof the graphic or the video, should you be aiming for when you're,you know, about to launch a facebook add campaign? It's hard to pickan exact number, but I would say that, you know, a goodmaybe rule of thumb is to have three or four creative that you start withand then sort of do a king of the mountain test where you're you're runningthem against each other and after a couple weeks he gets to sical significance,that one is clearly better than the other. Then create another two or three tochallenge that that leading creative to see if you can beat it, andjust keep going until it gets to the point where you know you've got acreative that really just can't be beat and you need to maybe refresh some colorsor or do some tweaks here and there to make sure it doesn't get stalebut that you basically found your where got it. And then, as faras add exhaustion goes, David, is that something people should be thinking aboutthat they can you know, they do all this testing to land on thekind of the perfect combination of creative how long does that typically last before youexhaust the audience? Yeah, I mean it's different for every network. Imean I usually think that for something like Google, you can have an adthat runs for literally months or years and because it's a new group of peoplecoming in every day, you don't really have exhaustion. For something like twitter, on the other end of the spectrum, your half life is like three tofive days. Something like facebook or Linkedin, because you do have youare going to reach the same people over and over again, but there maybenot using it as intensely as some. As twitter, you probably have anywherefrom two to four weeks before you really start to see the exhaustion take place. Got It and and facebook will notify you because of Facebo adsorting calculation thatthey make is a combination of click through rate times how much you're willing todid for Click which effectively turns into a...

...cost per thousand impressions for them,or CPM. So, as you're if your click through rate starts to decline, your CPM will decline. Okay, if your CPM declines, you're justgoing to show up less, so you'll sort of see it in the numbersthat suddenly you'll stop seeing your ads rotate as much and that's when you knowit's time to refresh. Got It. I love it. David. Iwant to close with this question. I love asking this question. I hopeour listeners get to know our guests on another level. What would you say, David, is the legacy that you want to leave? You know,I think from a business perspective, I've worked really hard to build a culturethat not only is high performing, but it's one that people really enjoy workingat, and I think that, you know, I've had so several peopleon my team who have left and started their own agencies, their own companies, and I look at people like Bill Walsh, the former for er coach, who has a whole lineage of coaches beneath them, head coaches that wereonce, yeah, beneath them, Yep, exactly, sort of the cradle ofcoaches analogy. So I think if I can have some of my leadersgo off and start their own companies and end up borrowing some of my techniquesand hopefully proving some of my techniques and creating great cultures themselves, that wouldbe a great legacy. I love it. Of a David. If there's somebodythat wants to stay connected with you, they want to learn more about thq digital, what's the best way for them to go about doing bothof those things? Sure so. The URL is q, the letter ofthe number three, the letter Q digitalcom, and I'm on twitter at Rotntski,which is rod and it Zky. I Love Awesome David. Well,thank you so much for your time today. This has been fantastic and I reallyappreciate it all right. Thanks, James. If you're a BEDB marketer, we want to feature you on sites like Huffington Post, social media examinerand chief marketer. Every week we send out a question related to be tobe marketing. We use the responses to those questions to fuel the content wewrite for really popular websites. To head over to Sweetish MEDIACOM backslash questions andsign up today. Thank you so much...

...for listening. Until next time,.

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