CXL - Book $150 meetings by doing this

Read this tactic on the CXL blog.

Book more meetings by using structured retargeting ads

The company: Impactable - B2B LinkedIn Ad Agency.
The goal: More meetings, lower cost.
The tactic: Structured retargeting ads with a mix of thought leader image + video, YouTube channel promotion and guest post features with decreasing frequency.
The result: 150+ meetings booked for $150-190 each.

What's the fast marketing tactic?

Impactable runs cold ads to drive targeted traffic to their homepage (not a lead gen form).

The goal is not to book meetings.

(They know people don’t impulse buy B2B business services after clicking on one ad.)

it’s to build retargeting audiences.

Here are their main cold traffic channels:

Google search
SEO
Linkedin organic
Paid listings (Clutch)
LinkedIn Cold Ads

They then structure a “retargeting ladder” to ensure that cold visitors are exposed to various information, in the right order, at different intensities.

Here’s the ladder:

30 days - High intensity - Build trust
90-day - Medium intensity - Show expertise
180-day - Low intensity - Light nurture

And their exact retargeting framework:

Source: Impactable

At first, when just looking at the “Cold Layer”, it seems like they’re losing money, or at least not profitable on LinkedIn Ads.

But then you look at the “Retargeting Layer” 🤑

Let’s get a little more granular, here are some ad examples for each layer:

30 days - High intensity - Build trust

90-day - Medium intensity - Show expertise

180 day - Low intensity - Light nurture

What was the result

Impactable is booking 150 meetings per month, for $150-190 per meeting.

Why does it work?

People don’t binge buy high ticket B2B services, they need and want to go on a journey with you… automate this journey through sequenced retargeting.

Doing so will give your prospect the information they need to take the next step down your funnel.

Don’t try to sell your B2B service/software like a self-help journal from a TikTok Shop.

Meet the specialist behind this tactic

Justin Rowe is the Chief Marketing Officer at Impactable, and says that ever since he entered the startup world, marketing quickly became something he was passionate about. He insisted on learning everything he could about every strategy, channel and tactic he could find, and look at him now! He’s featured on our bloody email 😉

Would you like more tactics like these?