Episode 84

084 Aaron Zakowski - LinkedIn vs Facebook Ads: Which are better for B2B SaaS?

In the latest episode of the SaaS Fuel™ Expert Series, Jeff is joined by Aaron Zakowski, an accomplished digital marketing guru and the CEO of Zammo Digital. With a proven track record in helping businesses boost their revenue, Aaron specializes in targeted LinkedIn, Facebook, and Google Ad campaigns, particularly for B2B SaaS companies.

Bringing a wealth of expertise in both marketing and finance, Aaron has spent 15 years collaborating with over 100 SaaS firms, aiding them in their expansion efforts. Notably, he also hosts the highly acclaimed SaaS Marketing Superstars podcast, where he generously shares his vast knowledge on crafting effective marketing strategies and generating B2B leads.

Key Takeaways

00:00:00 - Father's Day, Emancipation Day, and the importance of reflecting on the lessons we've learned from fathers or father figures.

00:05:58 - Aaron's Journey into Digital Marketing for SaaS

00:09:01 - The importance of focusing on revenue-generating metrics and the role of sales in determining whether leads are qualified

00:11:36 - Acknowledging the increasing complexity of attribution in digital marketing

00:13:31 - The unique advantages of LinkedIn marketing for B2B SaaS companies

00:15:04 - Understanding what resonates with customers can help identify patterns and determine where to invest resources.

00:19:32 - Quality of Leads on Different Platforms

00:23:26 - B2B Targeting on Facebook. Aggregating data from multiple campaigns can help determine what's working and what's not.

00:27:44 - Many companies give ad tests to juniors inexperienced in platforms. This often results in rookie mistakes, such as checking the wrong box or optimizing for the wrong event.

00:30:02 - Effective follow-up involves warming up a cold lead with retargeting content, including client testimonials and case studies.

00:35:15 - Image ads work best for a direct response on LinkedIn. Video ads work well for engagement and branding, but image and video both work well on Facebook and Instagram.

00:39:00 - Stand Out with Unique Offers. A good offer should be relevant, engaging, and make the viewer's life better. Combining both entertaining and educational elements in an ad is the best approach.

00:42:26 - A retargeting campaign with meaningful content that helps viewers overcome their objections about doing business with you is an easy win for companies.

00:48:33 - Aaron discusses the importance of understanding lead quality versus lead quantity.

00:50:05 - Blowing up the Myth That Founders Have to Choose Between Business and Family

Tweetable Quotes

“The most important thing is to make sure that you're being as relevant as possible because relevancy is probably the most attention-grabbing thing there is.” 00:36:41 Aaron Zakowski

“I'd rather have that clear message boring than a weaker message exciting.” - 00:40:11 Aaron Zakowski

“The goal in any ad campaign that you're running is going to be to drive sales. And if it's not driving sales, then ultimately it's not accomplishing its goal.” - 00:10:11 Aaron Zakowski

“Understanding from the leads, from the customers and clients, what are those points that had an impact on them in their own words, and recognizing that that touch point might not have been attributable, but understanding from that feedback that that's important, we need to double down and do more of that.” - 00:15:48 Aaron Zakowski

SaaS Leadership Lessons

When it comes to promoting B2B SaaS products, selecting the right platform is crucial for reaching the target audience effectively. The choice of platform should align with the company's objectives, market dynamics, and the characteristics of the target audience.
To ensure effective lead qualification and revenue-focused success, close communication and collaboration between marketing and sales teams are vital. Regular meetings, shared goals, and ongoing feedback loops create an environment of mutual understanding and trust.
To cut through the noise, it is essential to develop creative strategies that stand out and capture attention. This can be achieved by incorporating unique storytelling elements, using eye-catching visuals, leveraging humor, or providing valuable and relevant content.
In a crowded marketplace, a unique offer provides a competitive advantage. By offering something distinct and tailored to a specific audience, businesses can capture attention and differentiate themselves from their competitors.
Consistency in brand exposure plays a crucial role in building familiarity and trust with potential customers. Through retargeting, businesses can deliver consistent messaging, visuals, and offers to reinforce their brand identity and establish a sense of reliability.

Guest Resources

Aaron Zakowski (Linkedin): https://www.linkedin.com/in/aaronzakowski

Aaron Zakowski (Website): https://aaronzakowski.com/

Aaron Zakowski (Twitter): https://twitter.com/aaronzakowski

Zammo Digital (Website): https://www.zammodigital.com/

Zammo (Twitter): https://twitter.com/zammodigital

SaaS Marketing Superstars Podcast: https://aaronzakowski.com/podcast/

Resources Mentioned

Zammo Digital (Website): https://www.zammodigital.com/

SaaS Marketing Superstars Podcast: https://aaronzakowski.com/podcast/

HubSpot: https://www.hubspot.com/

Episode Sponsor

Today’s episode is sponsored by the book Small Fish Big Pond: Building a World-Class Business That Swims Circles Around Competitors. Why do some SaaS companies achieve explosive growth while others sink into the depths? Why do some solutions inspire fierce brand loyalty while others are interchangeable? What can we SaaS leaders learn from fish? Small Fish Big Pond delivers powerful marketing and leadership lessons guaranteed to enhance your marketing message, wrap value around clients, and guide their buying journey to conclude that your company is the only solution for them. It includes step-step frameworks and time-tested growth tools to attract ideal clients, convert them, and transform them into brand ambassadors. Pick up the print, ebook, or audio today at smallfishbigpond.com or your favorite book source.

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