How To Run a Successful B2B Paid Ad Program in 2023 with Silvio Perez from AdConversion

What It Covers

Silvio Perez from AdConversion explains why B2B marketers should prioritize retargeting audiences over email lists, shares his five-stage campaign framework beyond traditional funnel stages, and reveals optimization tactics from auditing 60 LinkedIn accounts.

Key Questions Answered

• •Retargeting vs Email Lists: Building retargeting audiences costs less than gated content leads at $250+ per lead. Facebook video view campaigns can deliver 100% video completion for 69 cents, creating first-party platform data unaffected by third-party cookie deprecation in 2024.
• •Five-Stage Framework: Replace basic funnel stages with create, capture, accelerate, revive, and expand stages for sales-led companies. This granular approach reveals overlooked opportunities like closed-lost revival campaigns and open opportunity acceleration that drive short-term returns beyond standard awareness tactics.
• •Conversion Tracking Hierarchy: Assign weighted values to conversion actions like $1 for leads, $2 for MQLs, $3 for SQLs to train platform algorithms. Server-to-server tracking eliminates browser-based pixel inaccuracies and closes the gap between CRM source of truth and platform learning.
• •Campaign Structure Audit: Analyze budget allocation across three dimensions: campaign type (70% non-brand vs brand), geographic region, and offer type. Most accounts waste spend on brand campaigns capturing existing demand rather than driving net new acquisition through research and competitive terms.