CXL - B2B buyer leads for $5.77 (on TikTok?)

Your host today is Silvio Perez (< check his newsletter),
Head of Performance Marketing at metadata.io

Once done reading, you can ask Silvio all your burning paid ads questions on this post.

Hypothesis: It is possible to reach B2B Buyers with TikTok Ads

Experiment Setup:

The goal with this experiment was to reach B2B marketers (manager+ seniority). I used lead gen forms for this test promoting my newsletter.

I added two custom questions to my form:

• Are you a B2B marketer?
• What's your job title?

This isn't LinkedIn where the info gets pre-filled. The lead has to manually type/select their answers here, which increases friction with form submissions.

The test ad was targeting people ages 25-54 interested in Marketing & Advertising.

Results:

•  87% responded 'Yes' when asked if they are a B2B marketer
•  21% entered perfect titles (VP of Marketing, CMO)
•  $5.77 CPL at a 19.67% conversion rate
•  5+ indirect sales of my digital products (from opt-ins)

Experiment Takeaways:

I was blown away by the responses and indirect sales. Also by the fact that my open rates are > 40% and the leads are actually responsive.

The majority of leads entered broader titles (Director, Manager). I believe it's due to people not wanting to manually type out their titles. Had some funny ones too...

Your creative & messaging are the most important factor with TikTok Ads. Since we can’t target specific titles like on LinkedIn...

The ad itself must act as a filter. That's why within the first five seconds of the ad I say:

“If you’re a B2B marketer, understanding how to use paid ads to drive pipeline & revenue can be one of the most beneficial things for you”.

This specific messaging in my hook will only appeal to someone who is a B2B marketer or works in B2B and interested in learning more about paid advertising. Won't work on TikTok dancers.

These early results lead me to believe TikTok definitely has a place in B2B and is worth exploring further.

If you’re on the fence I say take action and just run a small test of < $1,000 and see what TikTok can offer. 

The video I filmed above wasn’t perfect, and it definitely could improve (more tests on the way!).

With TikTok passing YouTube in average watch time it's definitely here to stay so the sooner you start to gather experience with the platform the better (I promise it’s not all just dancing videos).

For more content like this, check out Silvio's newsletter here.

What did you think? If you have any questions, suggestions or future Growth Notes requests, let’s chat on this LinkedIn post.

Good luck growing your brand on TikTok. Talk soon.

Engaging on this post helps this Growth Note reach more people. Thanks.

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Ognjen Bošković
Demand Gen at CXL

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