Sick of your ads drowning in the sea of mindless scrolling? You’re not alone. Paid campaigns running on the traditional B2B channels such as LinkedIn and Google are getting more expensive and providing less ROI by the day. We’re seeing more clicks but fewer conversions, and skyrocketing costs. We’re calling this: The fatigue has set in, and it’s hitting B2B marketers hard.
That’s why Envy is shaking things up with our new Alternative B2B Demand Gen Mix. We’re talking fresh, unsaturated PPC channels where your audience is already engaged and eager to connect. Forget competing in the same old channels where your prospects are so bored to death from seeing the same ads over and over again, that they have actually learned to tune out the noise—this is your chance to stand out.
Why we’re moving beyond LinkedIn and Google
Want a tl;dr? Watch this:
We’re not saying LinkedIn and Google Ads have lost their value. We’re also not ditching the channels – at all. But we are adding to the mix. But let’s face it— those channels are overpriced, and oversaturated. Marketers are bidding against each other for the same tired pool of eyeballs, driving up Cost-Per-Lead (CPL) and Cost-Per-Opportunity (CPOpp) while lead quality nosedives.
Envy’s Alternative B2B Demand Gen Mix
So what’s the solution? Adding alternative channels that haven’t yet been exploited to death by your competitors to the mix. Our new offering is designed to reduce dependence on “the usual suspects” and leverage emerging platforms like Reddit Ads, Connected TV (CTV), and even podcasts.
Note that we don’t believe in single channel campaigns. Successful digital campaigns bounce off each other from multiple channels. That’s why, for all campaigns we design a multi-platform and full funnel strategy first. We cover budget, KPIs, which content and creative elements are required for the full funnel, set up dashboards for tracking… the whole lot.
Here’s how each channel works and why you should get in before everyone else does:
Reddit Ads for niche communities
Reddit might not be the first PPC platform that comes to mind for B2B marketers YET. But there’s a subreddit for literally anything, which means you can get incredibly specific with your targeting—without paying a premium.
If you’re targeting tech-savvy audiences like cybersecurity, data or DevOps teams, then Reddit is a treat. From top funnel awareness to middle funnel engagement, Reddit allows for targeting based on interests, demographics, just like our good ol’ LinkedIn. It’s a platform where authenticity rules (remember, that’ll be important in a moment), and where brands can engage in a more genuine, direct manner.
How it works:
- We identify and target relevant subreddits based on your ICP. This does NOT mean we go after /SaaS subreddit if that’s your audience–we dive deeper to find smaller, niche subreddits and increase chances of engagement;
- We use a mix of text, creative ads & video content to grab attention and start conversations;
- We launch the campaign (yay!!!), monitor performance on HubSpot’s dashboards (smooth & easy), and optimize based on audience engagement metrics.
- Remember how we said authenticity rules on Reddit? We also deal with all the negativity everyone’s most likely to experience on the platform. People get authentically… harsh over there;
Based on our research, typical Reddit ad campaigns have a CPV of $0.02-$0.05 and can generate over 500k impressions per month with a monthly budget of $10,000. Sounds nice, ha?
CTV Ads to reach prospects when they’re offline
Which one can you recall better, an ad before your favorite show, or the one you scrolled through during lunch break at the office? We know you know. People remember ads they see while relaxed and entertained better—not while mindlessly scrolling to quickly decompress after chasing tasks. And that’s how CTV ads—delivered on platforms like Apple TV, Amazon Fire TV, and Roku—place your brand in front of your target audience during their prime Netflix and chill moments.
The best bit? CTV ads are non-skippable, so your message actually gets seen. And with the ability to target specific B2B demographics, they’ll help you break free from the noise of traditional social media.
How it works:
- We produce a high-quality video ad tailored to your product (or use one you have created) and optimized for target audience engagement;
- Create a custom landing page that matches the look and feel of your video ad, driving a consistent brand experience;
- Your ad is featured across the most popular CTV platforms, increasing visibility and engagement for your target audience.
And the results you can expect? A typical CTV campaign we’ve seen can deliver 6,000-10,000 views per month with a CPV of $0.15-$0.25, making it an effective way to boost awareness without breaking the bank.
ABM that doesn't break a bank
We’ve been offering ABM as a service for years now. We know it can get expensive–which is why it’s becoming reserved for organizations with big budgets and enterprise-level goals (or at least that’s the picture). But it doesn’t have to be like that–not when using BrandGen on HubSpot.
Focusing on fit-based and intent-based target accounts & delivering personalized content that resonates, it’s ABM without the premium price tag.
How it works:
- We use fit-based and intent-based data to identify key accounts that match your ICP;
- We tailor marketing assets to each account’s unique pain points and challenges. These assets can include emails, various types of social ads, and more–all within HubSpot;
- We track engagement and ROI, optimizing your campaigns as needed to maximize impact.
Our BrandGen campaigns typically see a 20% increase in engagement compared to other standard campaigns.
B2B Podcast Advertising
We aaaaaaaaaall listen to podcasts. Okay, most of us listen to podcasts. But this means most of your target audience is likely to hear about you while listening to their favorite episode–whether you’re just sponsoring it or actually featuring as a guest.
Find your audience when they’re actively listening–and are eager to learn.
How it works:
- We research and identify the right podcasts for your industry and audience;
- We take care of drafting ad scripts that naturally weave into the content (whether it’s host mentions, paid features or sponsorship ads), driving listeners to your site;
- We launch campaigns & measure engagement and brand recall.
Our podcast ad campaigns typically achieve over 625k impressions for a $10,000 budget, providing an excellent ROI compared to traditional channels.
Use LinkedIn targeting on B2C channels
If LinkedIn’s CPCs are eating up your budget but the targeting is spot on… Why not use those same audiences elsewhere? MetaMatch allows you to take your LinkedIn lists and cross-match them with Facebook and other B2C platforms, giving you LinkedIn-level targeting at a fraction of the cost.
How it works:
- We use LinkedIn audiences and target them on platforms like Facebook and Instagram;
- We draft and design ads that’ll catch their attention in a more relaxed, personal environment;
- We optimize the ads as we go for best results.
Achieving similar reach with lower costs and increased engagement? That sounds like a win-win.
How long to run lead gen campaigns for
Let’s be realistic, whether you’re advertising on LinkedIn or niche, less popular platforms–you won’t see high quality leads coming through your door as soon as you hit “Publish”. With long sales cycles and PPC budget restraints, your prospects need more than just a single ad to convert. Think valuable ungated content & strong brand awareness (that can be done on a budget too!)
At Envy, we always recommend to run any sort of paid activities for a minimum of 3 months, or 6 months for best results and conclusions. Any period shorter than that is too early to define what should be optimized and how.
Our goal is simple: to help you get in front of your audience where they’re already spending their time—without competing in the same oversaturated spaces as everyone else. We’ve seen first-hand how these alternative channels can lower costs, improve lead quality, and diversify your demand generation strategy.
So, whaddya say? Ready to explore new B2B Demand Gen channels?
