Itamar Ben Yair is a tech startup LinkedIn ads consultant specializing in TikTok UGC style video ads to the cold audience. He shares his insights on why they work so well, how to do them, how to measure the impact and much more.
Links
- Itamar Ben Yair https://www.linkedin.com/in/itamar-ben-yair-053271174/
- Jakub Czakon https://www.linkedin.com/in/jakub-czakon/
Takeaways
- Bring B2C aesthetics to B2D. Get inspired by people who actually do good ads that drive entire B2C businesses rather than vanilla B2B ads.
- In dev tools, you need more than 5 seconds to explain what the product does. Sometimes way more. TikTok-style video ads with actors catch attention and keep it for long enough so that you can explain what your tool does.
- Startups should focus on cold audiences (prospecting). People who never heard of you. This is where the impact comes from not remarketing.
- If you do something inherently exciting, with a free tier, a good in-feed YouTube ads tactic is to get the influencer to create a piece of content, and distribute that video through in-feed ads.
- Instagram (Meta) ads can be a great way to reach engineers. You find your audience by qualification through a creative. For example start with a generic interest based audience, see who watches 75% of your video ads, find lookalikes to those and serve ads to them. But it only works if your audience on Meta is in 100s of thousands.
- “Every ad should show the product” was a rule at Monday that Itamar has used throughout his career. Even if it is difficult, show the product, talk about the capabilities of the product.
- Optimize ads based on in-platform signals (view % etc), sanity check with sales that leads coming in are good (pipeline).
- Take big bets and see obvious results (or not). Small incremental improvements are hard to see. Don’t scale the budget by 10%, scale it 2x. Make it easy to see that you succeeded or failed.
-Early stage you shouldn’t need any complicated models to see the impact. If you don’t see spikes it is not working
Chapters
- 00:00 Introduction to Itamar Ben Yair
- 03:08 The Importance of Creative Advertising in B2B
- 06:24 Distinguishing Between Paid Search and Paid Social
- 09:27 The Role of Influencer Marketing in DevTools
- 12:28 Targeting Strategies for Engineers
- 15:14 The Challenge of Reaching Senior Developers
- 18:33 The Evolving Landscape of Advertising
- 21:20 The Impact of Privacy Regulations on Advertising
- 24:16 The Reality of Developer Engagement with Ads
- 27:19 Creative Strategies for Effective Advertising
- 30:09 The Future of Advertising in a Cookie-less World
- 33:28 Conclusion and Key Takeaways
- 56:58 The Creative Process Behind Ads
- 01:03:31 Evaluating Ad Strategies for Startups
- 01:10:15 Understanding Audience Engagement
- 01:15:49 Campaign Structure and Measurement
- 01:25:05 The Importance of Incrementality in Marketing
Keywords
B2B marketing, growth consultant, creative ads, influencer marketing, paid search, paid social, DevTools, audience targeting, ad measurement, marketing strategies
