Paid Ads Playoff: Proven B2B Paid Ads Plays That Turn Spend Into Pipeline

0:04He don't have to do anything. He used to just hang out and smile. [clears throat] All right. My co-host, uh, Jess Cook. Jess Cook, we're back. Uh, today we're doing We're live. We're back. We're live. It's a couple minutes early, but some folks, you know, this this this is a big deal. This This thing is buzzing. I have had, uh, multiple, you know, uh, people from Netflix, HBO, some of the biggest producers have heard about what we're doing here, innovating on the webinar format here at Exit 5, and I heard they're going to be in the crowd

0:35today. Uh, but we're we're back, and today, uh, we're talking about paid ads, cuz there's no such thing as as free ads, right? We're we're We're trying to just fill here for another minute, cuz who It's 1:59 where I'm at. Are you on East Coast time? I am. Michigan is East Eastern time zone.

0:54Oh, I know. Never been to Michigan. Popular belief. Oh, you would love it. I know it, actually. You would love it. [clears throat] I know. I've I'm There's a whole Like I listen to this golf podcast, and they got all these They're like Michigan is like the most underrated place, the lakes, the the summer. It's like Vermont Vermont in

1:10the summer. Vermont the rest of the year I'm all set with, though. Yeah, same. I'm Yeah. I'm going to be one of those people that has like a house in the South at some point in the Okay. I'm into that. Charles- Charleston? and forth back and forth, cuz I can't winter here. Winter's Winter's tough, dude.

1:26Yeah. Yeah. I do I have to say, I love that your team did this blitz what, 2 weeks ago? And then you're like, "It works so well. We're We're doing it again." Yeah, I double down. Double down. You know, and, um, Marissa figured figured a bunch of things out, and, you know, here here we are. The first one actually was pulled off in 7 days. So, we had more

1:47time to do this, so. amazing. All right, ladies and gentlemen, we're here. Uh, my name is Dave Gerhardt. I'm the founder of Exit 5. This is my co-host, Jess Cook. She runs marketing at Vector, cool company in the space that I'm going to tell you about in a minute. We do these Exit 5 Live sessions twice a month, but two weeks ago we hit on something. We have this really fun format which people are so you know, Forbes has called it the most innovative webinar of all time. We now are the number one webinar company in the G2 category. No, so we call them Exit 5

2:17Live sessions because our whole job at Exit 5 is to help get you smarter about B2B marketing. Look, I don't take your time for granted. You certainly could be spending your time talking to ChatGPT or talking to Claude, but the benefit that we offer here at Exit 5 is real marketers sharing real examples because there's a huge difference between

2:34knowledge and wisdom. Knowledge you can get. I can go talk to Claude and get a one-page marketing plan, but wisdom comes from people actually doing the job and we found that that's what marketers love. You know, marketers from the beginning of time have always kept a swipe file of examples and people love, you know, seeing what other marketers are doing. So, that's what we're back here to do today. This time the topic is ads. We are doing a deep dive on ads. We chose this topic because we know that that's something that every single

3:02person in B2B marketing is doing. Someone is doing something with paid and um we're here today to to dig in in this format. We got eight speakers, two minutes each. We're going to go through both of them. So, we have two groups of four. We're going to bring everybody up on the stage after. So, two minutes and everybody up on the stage for Q&A. You all in the audience you're going to vote. So, don't be alarmed when someone

3:22comes off the stage at two minutes. They're going to be in the chat and they're going to come back up after and you're going to have the opportunity to to get some clarity, get some Q&A. We're going to pick some winners to advance to the next round and then at the end of this, I think let's roll that let's roll the

3:34pri- I'm really going fast right now. So, hold on. Let me see I'll I'll shout out I'll shout out our group here. So, we got Alexander, Humen, Stephanie, Jake, Anthony, Dylan, Kenna, and And we're also going to give out a prize. We're going to pick one winner at the end of this. And uh only are you going to make a $100 charitable donation to the charity of your choice, but I love this. We are going to send you a person We're going to engrave your name forever, etched in his etched in stone, etched in plastic, wherever Dan got this

4:04trophy from. And you're going to post it on LinkedIn after as the as the paid ads playoff prize winner, plus a bunch of Exit 5 uh swag. Um and you know, real quick, I just want to give a shout out to uh Jess Cook and the team at Vector for helping us put together this webinar and be our sponsor for today. You probably have anonymous buyers lurking in your funnel. These are people you can't identify or follow up with, people you can't target with any real precision, and you end up just showing ads to job titles and hoping that the right person sees them. Vector fixes that. Instead of targeting job

4:36titles and crossing your fingers, Vector lets you build audiences from actual people, the ones in your sight, clicking your ads, and checking out your competitors. Vector lets you preview exactly who's going to see your ads before spending a dime. And when someone clicks, you know who it was by name, not just company. Finally, you can stop reporting cost per click and start reporting cost per ICP click. That is a metric that we love. The result is paid ads that operate like ABM, only smarter, targeted, personalized, and connected to real pipeline. If you're curious about what Vector can do for you, what can

5:04Vector do for you? I like that. Alexander, one of our guest speakers today is actually a Vector customer and has some results he's uh have been linked in the chat today. His team used Vector to build one audience that finally worked across LinkedIn, Meta, and Reddit, reaching more of the right people at a fraction of the cost. Check them out, vector.co, vector.co. Thanks again to their team for sponsoring this live session. And for Jess Cook, making it easy to have a good co-host running alongside of me today. Did I miss anything? So, here's the thing. I'm doing this uh I'm doing this thing on the road right now. I

5:35don't have all my monitors, so I don't have my team in my ear like I like I usually do. So, that's kind of why I'm a little bit all over the place, but we're making it work. Jess, did I miss anything? What are you excited about, and we'll get into this. I'm giving you the coffee house snaps

5:48over here. It was beautiful. Thanks. I I would like to go back one slide though because I feel like someone's trying to forge your signature on that check. Oh, dude, you should see First of all, David Gearhart? [laughter] Look at this. Look at This is why AI is not going to replace any of us. This is an AI generated image for David g e a r h First of all, my signature is completely This is my actual This is what my signature looks like. My My children make fun of it. They're like, "Who is that?" I'm like, you know, I have I have 200,000 followers on

6:16LinkedIn. I don't need to have a signature. Get me out of here. All right, let's do it. I'm excited, Jess. I'll see you in a couple minutes uh at the end of this. We'll We'll have our group back up here and uh without further ado, we're going to roll it. Let's bring up Alexander Goodwin. He's director of demand generation at

6:31Fingerprint. Let's do it. Hello. Thanks for having me. The fastest 2 minutes of your life coming up. Here we go. Welcome to the Welcome to the Paid Ads Playoff, baby. All right, let's get it. Uh so, my play is B2B ads that stop the scroll. Uh and I'm Alex from the director of demand generation at Fingerprint. We're device intelligence company and so we primarily sell into financial services, software companies, and our core personas are typically engineering, fraud, product leaders. And as you can imagine, they're very used to the typical LinkedIn creative that's like very fear-based, talks about the challenges and risks of

7:07fraud. Um and so they've seen those creatives 100 times. So, we're getting stuck in that same malaise of boring creative. We were also falling into the trap of spending way too much on LinkedIn, you know, $10 CPCs, trying to reach the same personas that all of our competitors were trying to target with the same boring messaging. And obviously, when you have developers as well, they tend to not use LinkedIn as much. So, it was really difficult for us to get any level of reach or frequency in front of these individuals. And then lastly, we're also compounding that with the challenge of being in unfamiliar category. Device

7:38intelligence isn't really well-defined and our prospects were familiar with the pains that they were experiencing, but not the solution. So, we tackled this by creating this uh scroll-stopping playbook. Uh and so, the playbook includes how we unlocked Meta ads by using contact-based plays and intent. And it also covers how we un-B2B'd our creative by making it fun and engaging and focusing on memorability, as well as the behaviors that have got people to this point in their feed. Uh and this all resulted in a 60% increase in activated sign-ups within the first month and some surprising other results that I'll cover. So, please vote me into the next round and I'll tell you how we

8:14got an unaware security and engineering audience to stop scrolling and start clicking our ads and engage with us on our website. Dang, I've never seen Look, people are already innovating. That's the first CTA that That's the first person who had the CTA, "Please So, da da da, here's what I did. Please vote me into the next round and I will," which is like the classic marketer like, "Da da da, so you can

8:33blank." Oh my goodness, love that. Cliffhanger, that's right. I'm gaming I'm gaming your vote. I love it. And he's just going to let the clock run out like, "What?" I don't I don't need it. I I didn't know. Give it to somebody else. All right, great. Alexander, we'll see you. Good job. We'll see We'll see in a I'll see

8:49you in a minute. Love it. See, that's 3 minutes. I I got yanked off so fast that time, I felt like.

9:04All right, scroll it. Hit the button. All right, see uh Humen, senior director of marketing uh at Tatari. We made TV advertising work for TV, and here are the reasons why that we decided to add TV into our marketing mix. It was an opportunity for us to stand out. Uh unlike social, we didn't have to

9:27fight for attention of our audience. It was really low risk for us to test a net new channel uh with as low as 10 to 20k and see if it works for us. We didn't need to produce a net new creative, we just repurposed existing video and assets. Targeting as good as digital, uh measurability, uh same as the rest of our marketing mix. And lastly and most importantly, it's one of those rare channels that works full funnel. It drives demand at the top, but it also drives direct response, qualified demo requests,

9:59product sign-ups, and pipeline. So, with that, I'm going to play one of our uh top-performing uh video creatives on TV. If anyone tells you you can programmatically do television for the rest of your life, they're full of it. Don't listen to a online video company pretending to be a TV company. You could probably get started with some of them and probably see some return, but that's not going to scale. Relationships matter. I want to be the first person NBC calls when somebody falls out of a

10:26game. Should you do some programmatic? Absolutely. Is that the one-size-fits-all? No, it it's not. The winners are going to marry data, technology, and relationships. [music] So, this was a a sponsored uh fireside chat session that we had. It was a 20 minutes, we did some post-production with under $1,000. We made that TV ad a

10:51spot. It feels real because it is real. And look at the results. Uh $20,000 spend, 2 million uh impressions, and just under $200,000 generated in pipeline. I've got a few more secrets with you, but only if I make it to the next round. Yeah, I'll bet. I'm like furiously writing down questions over here. I hope I wish everyone could make it to the

11:16next round. Oh, please. That is That is so Michigan of you. Everyone I wish everyone to everyone everyone to have fun. Everyone's going to do great. All right, Stephanie. Hello. Let me know when I'm good to go. You're you're on, sister. Send it. Okay, perfect. All right, let's talk about measurable and data-driven out-of-home campaigns. So, everyone probably knows SurveyMonkey. We don't really have a brand awareness problem, but we do have a brand perception problem because everyone thinks that we just do surveys, but we do a lot more than that. So, we launched an out-of-home campaign and we called it What If You Just Knew because probably

11:59everyone on this call has asked themselves at least once in their career, like, what if I just knew what to price my product or what if I just knew what ad to ship that would work in the in the market. So, the out-of-her out-of-home first campaign was built using really deep insights um and data-driven insights, so from the market markets we chose to the channels we ran um from the creatives going throughout the funnel. And as most of you know, out-of-home uh campaigns are really hard to measure, so we set up control and test markets to

12:33help measure it. So, the good part here, the fun part, is we got 244 million impressions, page views were up for Chicago and Boston. And over Easter, we actually saw a 7% increase when usually we see a really big seasonality dip um just because it's Easter. And if I make it to the next round, I can really go through how we set up control markets, what works some of the data that we pulled um to really make those control markets work, and then also how we use creative throughout the funnel to make sure it

13:09was like a seamless customer journey. Love it. And here's your 23 seconds back. That was awesome. I love this uh I'm I'm not biasing not biasing, I just have some time to fill here. Uh I love I think that this is there's a trend here, which is really interesting, is more B2B companies doing more stuff out of home uh just because everyone's kind of just you're either talking to AI or you're out there in the wild doing stuff and the number one question I've been doing this for you know 15 years now is like how do I measure this? How do I measure this? So cool to see someone with a real example

13:40do it and and good job cuz obviously if you drive more results you get to spend more and keep your job and have more fun and you know Exactly. Out of out of home is fun. So It is for sure for sure and it's the one thing that like people even if your family doesn't know what you do they think it's cool they're like look at this bus my daughter wrapped you know so They get it. Yeah, that's like an easy thing for them to understand for Sure sure. All right, let's bring up Jake Jake Newbie director of growth

14:04marketing at Lendio. Howdy howdy. Okay, so most companies put the majority of their spend towards static ads or short video clips because retention and engagement metrics say to do so. At Lendio we bet heavily on what we call longer form LinkedIn ads that we want prospects to consume in feed. The majority of our spend goes towards video of some sort. One 9 minute 49 second explainer video drove one of our most efficient cost per demo results we've ever had. We bet big on video for three reasons. One is room to make your make the whole pitch explain who you are what you do the problems you solve your

14:40unique position and practice the pitch in depth at scale. Two it's the format that actually moves a prospect to think and buy the way that you want them to and three it gives your sales team sharper signals on who's watching what content and how often. On the natural results we ran this ad to a very select group of champion and economic buyer titles in our target account list. In the first few weeks this 10 minute video produced five demos from roughly $4,500

15:06in spend. Our average deal size is roughly 100,000. We saw 30 video completions and this is super important because again this is champion and economic buyer titles are named accounts. So that means that basically we're paying $150 for our for our ideal enterprise prospects to consume 10 minutes of content on how our product uniquely solves their problems. And then if you were to look at kind of vanity metrics, the on platform metrics, looking at engagement metrics, this ad looks like it sucks because it's super

15:36long compared to our account averages. Everything looked expensive, everything looked like it was performing worse. But when you actually look at our cost per booked demo, it was 60% lower than our account average. This is um strategically for us we're optimizing for what actually moves prospects, not what looks good in your ad account. And if you vote for me and give me another 4 minutes, I will show you how we track signals for display, how we structure the content, and how to optimize plus variations that you can go and try in

15:59your accounts. Love it. You said we have some time. You said one of my favorite things which is like And look, we do this. This is kind of like our company and our job and people do it on LinkedIn, but people judge People will judge an ad. But we you literally just said like this ad does not look good. It doesn't it it it look you know, it it it looks bad, but it was the high highest performing I had a My old boss, a mentor of mine, used to always tell me be like, "You know what the highest converting website in the world is? Like Craigslist, Amazon." It's

16:25like So don't don't let someone screenshot, you know, your ad on LinkedIn and have their opinion on it when you have the truth which is the the the the data behind the scenes. The data. Yep, 100%. I love too that the it said that like AI would tell you to kill that ad and that's why we need humans because you knew as a marketer like, "No, don't kill it." Like cuz look at this other

16:47data. Love it. Yeah, it's it's all pipeline at the day, right? Demos pipeline. So. All right. So we we got a bunch of questions for our guests. Side note, one of the coolest things I'm noticing in the chat right now is uh a bunch of your your bosses are here in the not webinar which is so freaking cool. I love that. Katie's a runs

17:06marketing at SurveyMonkey. She's here. Spud's here, too. Runs marketing at Lendio which is so cool. Okay, let me let me uh I don't know. I'm trying to get myself organized here. We have a We have a bunch of questions. Thank you in our internal Slack. Okay, so um question number one. Uh these are for Humen. Um what information is needed for a customer profile? Can you compare the cost of TV ads to other methods and platforms? And how did you measure the direct response

17:31of your TV ad? Yeah. Um so, when it comes to uh persona and targeting, uh it's similar to how you do uh for the rest of your channels. All of you are doing some sort of ABM, so you know what type of companies, titles, uh persona, firmographic, and all that jazz uh you're after. And you can build those audiences for uh TV

17:57targeting. TV is now a digital channel. Uh streaming TV, IP address targeting gives us uh the power of uh targeting the exact same people that we want. So, there is literally no difference uh about how you go about it with the rest of your channel. In terms of uh the measurement, uh we look at it two ways. Um we heavily rely on how did you hear about us uh for

18:21the source of truth. And we add some other criteria to make it truly incremental impact, because we know there are leads that would have converted anyway uh without even our TV ads. Uh so, we look at it that way. But, also we look at uh the other loose metrics directionally, like similar to view-through attribution that is accessible for all the digital platforms. You can have those metrics in uh Futuri TV ad platform. We use our own platform to do this. And you can see how many uh website visits was was driven from those particular TV ad spots, because it's closed-loop attribution. It's no different than how Meta will report to

19:05you those metrics. But, I'm in favor of incrementality and how did you hear about us and self-reported attribution? So, we look at both. And I'm happy to share my playbook with everybody else. Uh I know there's not enough time, but just hit me up on LinkedIn. I'm happy to carve out time to meet with you and I'll

19:24make this work for you. Jess, you got any questions over there? I'm trying to I'm trying to sort out our questions. I've got a notebook full of them. So, Alex, so I think I think we checked the box on on whom in there. Uh Alexander, Stephanie, and and Jake. I want Alexander, actually. So, I think this is a classic example of like the media is the message. So, you kind of moved over to Facebook and you really had to change like how you put that message in front of people. What um like how did you think through like, "Okay, the creative really has to match people's behaviors here." How did you

19:58think through that? Yeah, we spent a lot of time looking at B2C ads on uh Meta and like trying to understand like what was working for those audiences. And typically, what we found was that a lot of like B2C companies like selling uh consumer goods or whatever are using like memes to sell those products, right? They're focusing on relatability, focusing on the feeling and the individual. And so, I think there's like a level of freedom that you access when you move away from like traditional B2B platforms like LinkedIn, where you can kind of just have more fun with it and keep trying to communicate directly to the person. And so, we

20:31focused less on trying to uh highlight our message or value proposition to the same extent and more on communicating directly to the individual and like the subtle levels of embarrassment about being on your phone for 4 hours and scrolling through your Meta feed that isn't really providing a lot of value to you. And instead, focusing on helping you get better at your job. Um and we just iterated over time. So, we've run I think like over 30 different variants of this concept um over the past like 2 months already. And we have like a bunch of different plays that we're coming up

20:59with uh every week now. Hey, quick quick quick one to build on that. Do you This one was in the chat from from Sarah for Alex. Was your org already aligned on such a different tone to take for ads or is that something you had to overcome? Love seeing companies and industries that take themselves super seriously realize their consumers

21:15are human with triggers outside of fear. Yeah, that's a great question. Definitely was something that we had to overcome. We started small. We tested a while ago like some CTV campaigns about two years ago with like a radically different direction and we ran like some small like regional based market testing and we found that there was a significant incremental lift in exposure to those campaigns and so that helped us to sort of validate that we could take more risks, have fun with it and then we're able to extend that out across like all of the channels and and initiatives and obviously as as it grows and the metrics come back it

21:50becomes an easier justification to make. Love it. This one's for Stephanie. Would would love some tips for effective measurement on out of home tactics for non-marketing stakeholders. Is there a platform you use to measure signal that you can tie to investment specifically any insights on this? Yeah, so we use all of our internal data to measure out of home ads and then

22:16really rely on our reps as well. So we're really fortunate to have a business intelligence team here at SurveyMonkey. We always kind of go to them with how we want to track and then rely on their excellence to kind of inform us on how they would track it. So a lot of it is just using that data and it's more kind of company level data that we have to draw conclusions from because especially with out of home we

22:45just don't get that data given to you. You don't actually know how many people kind of see it so we we rely on a lot of like trends kind of over time and a lot of the time those trends don't appear until six or nine months later because it takes a while for like the top of funnel to really get down to the bottom

23:04funnel. Jess Cook anything for any of these folks or specific question for Jake? I have one for Jake. Jake Of course you do cuz you're a gosh dang pro Jess Cook, my gosh. I know what I'm doing here. Jake curious, you know, 9 minutes and 49 seconds, that is a decent amount of time to fill and then also like 9 minute 49 second

23:29long script is a lot to get approved. Like talk through how you actually got that asset approved by all the powers that be so you can actually put it out in the wild. I So I'm hesitant because Dave said that my boss is on this. So I'm kind of hesitant to admit this, but I don't know that it was 100% approved. There was no your boss is cool your boss is cool as

23:48[laughter] You can say it. Yeah. So so basically what we did to create the structure I I if you vote for me, you're going to see the full content structure of how I laid it out in that video, but um just as a sneak peek, basically I created essentially three things that I wanted to hit in that video backed into like what are the seven engagement checklist things that I'm going to show later if I get voted what those are going to hit and then and then we just did like three or four practice riffs at 9 minutes and 50 seconds. Um we didn't script it out. I

24:21just made sure directionally the person who was presenting was just hitting on the things that I wanted to wanted them to hit on. So it was more of just like a general outline. Talk how you would normally talk and then film within and that's it. Amazing. All right. And we got some time back for the time gods out there. Hey, let's just

24:43give it up at home real quick. Stephanie, Alexander, Jake Homan. I'm in this conference room by myself. Everybody's What the heck this is who's talking about Who's this guy? My son goes blah blah blah B2B marketing. That's what I feel like I'm doing right now in this conference in the sky. All right, producer Marissa is behind the scenes and she's about to roll the poll. And uh, you know, hey, we're proud of you all. No offense, as my daughter says, no offense, no offense. Uh, we are you know, but there can only be, I don't know, how many winners are we picking from this round? What does my What do my

25:10notes say? Jesse, you know? Do you know the answer? Well, I think one win one winner per group, right? And then we have an ultimate winner. the ultimate winner who gets the trophy. Where's that poll at? Next time I'm going to DJ at the same time. Usher remixes. Oh, my gosh, the greatest Usher remix of all time. I'm going to say it on the count of three. It's obviously you don't have to call Ludacris. Uh, but we'll

25:35that's for a separate separate session. Nobody else wants that right now. Do we have a poll? Let's see. We do. It's not on the screen. I haven't seen it. Uh, my my Slack is telling me that our winner, uh, Mr. Jake Newby. That's very exciting. Congratulations, Jake. Uh, very very big news. Uh, huge news cuz your boss is in the room. We're like, Look, uh, shout out I appreciate you all giving us the time today. We'll see you back We'll see you back there. Don't worry. We have, you know, consolation prizes, which uh, you know, Dan said he's going to like all of your LinkedIn posts for opportunity. So, we will make

26:09sure nobody leaves here empty-handed. All right. So, that's the first half. Now, we have uh, four more speakers. We got Anthony, Dylan, Kenna, and So, um, we got it. Let's roll it. We're back on the clock. We're back in here. We got Anthony Blattner. You know, the the LinkedIn ads guy. Two times. Two times. Yeah, he knows what he's doing. He knows what he's

26:31Yeah. He was in the blitz. Smash Smash that like button. Smash that subscribe button. Here we go. All right, here we go. All right, does this slide look look good to you? Is this Like, can you read the text there? On my screen it's reversed and I can't It's mirrored. That's so weird. Classic.

26:46It looks perfect. That's so weird. Anyways, great. I love to hear that. So, Matt says go full screen. But, uh, try that. If is that going to mess you up more? Uh, let's let's stick with this. Let's stick with this. I'm just going to move it to a different one. You got it. You got it. All right. So, today So, my name is Anthony Blatner. I'm the managing director of Speework Social. All we do is LinkedIn ads. Um, today we're talking about the most controversial play in B2B

27:08advertising. So, let's get into it. We're talking about incentivized demos out there. So, the whole the whole topic here of this live event is how to turn ad spend directly into pipeline. For most of you B2B companies out there, you have to have a meeting in there in the middle. So, this tactic is the most direct and fastest way to turn your ad spend into meetings and deals in your

27:32pipeline. When we say incentivized demos, what do we mean by that? We mean giving the the prospect a little bit of sweetener to get them onto a call. Um, there's a lots of examples out there. I think a lot of people know the company Ramp here. They have lots of examples, so I'm going to use this cuz a lot of people know what Ramp is. But, most common is giving giving your prospect a gift card for

27:53taking a demo. Now, some people hate them and some people love these. Uh, if you talk to your performance marketing manager, they might love them. If you talk to your head of brand, they probably hate them. But, they are the fastest way to get your prospects on a call. They also have the highest show up rate. I know that's a huge shocker. Um, but the cons are to consider they don't work for everyone and they are very easy to mess up. Um, a few results I'll touch on real quick is we we run this many times. Uh, one enterprise SaaS company has a very specific target account list that they

28:25want to be reaching and their sales people just want more at bats with that company. Um, they spent 100K on these uh, incentivized demo ads and drove almost 4 million in pipeline. One HR company did a competitor conquesting. We went competitor by competitor, had a 45X pipe to spend. And then a new a company launching a new AI product was able to get these meetings and then convert 77% of those meetings into trial. So, vote me to the next stage if you want the tips and tricks, templates, and sales

28:51process tips. Boom. [laughter] Oh, the timing on that. That was great. Love it. I love it. I saw the timer in the right corner. I was like, all right, I've got to move to the next slide. [laughter] Jess, I'm a I'm a huge fan of of uh when we myth-bust, and so it's like, yep, well, you may not like incentivized demos, you may not like getting these messages, but I like when someone's like, okay, that's great, that's an opinion, but the reality is like they work, and here's why. I love stuff like

29:16that. I do, too, cuz I'm a real hater though, so I'm I'm interested to see. I'm interested. I yeah, like I'm not going to take a meeting for a $10 Domino's gift card, respectfully. Respectfully, I did it respectfully. All right, Dylan, set set us up. Dave, you're a bit a bit of a person than I am. I would definitely do it for a $10 [laughter]

29:34Domino's kind of rockstar. You know, it's okay. It's okay. Give me Give me 1 second. I'll just just want to share my screen here. Please don't penalize my No, you're good. We're good. We have a buffer. We have a buffer. We've been giving people back time like crazy here, so I know, Jess, are you are you a little salty about that cuz of how it how you Yeah, a little

29:54A little bit. We kicked your ass out of there so quick. I didn't get to finish my sentence, and I'm appreciative. Oh, no, Kenneth said I took a demo. Did I took a did three calls, never got the gift card. Love [laughter] Hate to see that. Ooh, that's uh that's that's tough. That's tough. Well, uh if if I can ever begin presenting my screen, I will show

30:16you a couple of slides um that I have. Um but give me 1 second here, guys. Sorry about this. Uh you can see who was the guy who didn't show up for the audio testing uh prior to this call. That's okay. Producer Marissa Producer Producer Marissa's in my ear saying, "Dave." All caps. "Dave, tell him gray

30:32button with the monitor." It is not allowing me to share for some reason, but that's all good. Let's just freestyle it. Uh we'll do it for 2 minutes. There we go. Awesome. Okay, here we go. Great. So, we'll keep this super super brief. I believe my team has just started, but my name is Dylan. I'm an associate director of demand gen at a company called Pacvue. We work in the retail media and e-commerce space helping really large enterprise brands sell more stuff on marketplaces like Walmart, Target, Amazon. We probably work with all of the consumer packaged goods brands that you have in your house and a bunch more. So, I lead a small

31:07paid ads team globally. We're running ads across a bunch of different channels, but I wanted to share a little bit more about what we've been doing with ChatGPT ads. We got access Pacvue as a beta partner of OpenAI with the launch of ChatGPT ads through one of our agency partners called Kevil. They're awesome. Definitely go check them out. But we've been essentially testing this out as an experiment as a marketing team. So, a little bit more just about that. Before before I dive in and share the secret sauce, I wanted to share an explanation on why we call it paid paid ads. Dave, I

31:36had to give it a shot. The reason we just don't call it advertising is because the CFO needs to know the money left the account, which I thought was was pretty pretty pretty fun. The CFO is so the so the so aloof that they need to be told that it's paid advertising. Like free Anyway, side

31:53note. We'll take that offline. We'll we'll take that offline, but I thought it I thought it was a good start. But but you know, we we were doing a really modern attempt at like B2B paid and advertising and personalization and trying to bring it all of all of this together, you know, and we try to simplify our funnel, try and do personalization throughout the throughout this. We've been using, you know, a bunch of different signals to then enrich contact data to then push them into different ad channels, create personalized content. But we just kept on coming up to this challenge that it doesn't really matter if you don't show

32:23up on the first search result in in Google. And then we started realizing that it's not just about Google anymore, it's about Google and Bing. And then we started realizing it's Firefox and it's DuckDuckGo. And now it's ChatGPT ads. And we were seeing that tons of our traffic was just getting consumed by these AI platforms and we were really struggling to beat 10% share of voice on Google even with really dramatically increased budgets. So, you know, we just keep saying to our team there's never

32:49been easier to generate demand. Programmatic is super cheap, CTV super cheap to tap into. However, it's never been more difficult to capture that demand especially when you're in a niche where you're competing with so many players who also have very mature teams and very mature tech stacks and budgets. Um so how how do you do that? How do you be a little bit more

33:07strategic? And I know we've only got a few seconds left but I'll leave you on this cliffhanger. We increased our ChatGPT ads experiment budget by 900% just after 4 weeks of results because we felt so strongly about this and 100% of that budget came from shifting budget away from Google Ads. So, I'll leave you on that cliffhanger. If you want to find out more about how ChatGPT ads work and about the strategy that we've been exploring for the last couple of weeks vote for me and we'll go

33:36from there. I dig it. Jess, you I don't even use ChatGPT or Claude anymore. I'm back and it's just straight up Google because Google just does all the AI chat right in there. And I'm like, this is a super interesting time to to be a marketer and Dylan just hit on that perfectly. It's wild.

33:55Uh all right. Here we go. I'm I'm I'm sweating. I It's going to be bad. I'm I'm nervous to walk out of this room and anyone's going to see like what the hell was the guy doing in there. [laughter] Snapping and Can Is that true you did three demo they never gave you the gift card? Who was it

34:12Olive Garden? What was it for? It is. I don't even remember what the gift card was actually for but I remember it very vividly cuz I was out of out of town when I decided to do it and I was like, "Ooh, I don't want to pay for dinner tonight so I'll like get this gift card and I'll fund my my

34:29meal." It was with a video company. The guy was based out of Australia and I was actually like I did the pitch. It was good and then I was like oh yeah, I'm interested. So I did the three calls but he never sent me a gift card and I will never forget that and I see his name come up on my LinkedIn every now and

34:45then and that's just what I did. Do you know who you are? We know who you are, buddy. We know. Let's go. Timer's up. Awesome. All right. So what a great intro for me to come over here and talk about Google AI and everything. So thanks for that. Definitely want to hear more about those chat GPT ads too at some point. But hi guys, my name is Kenna. I do performance marketing at Easy Lama. We are a compliance and security training provider. So those courses that your HR leaders or IT people send you that they stay on you to make sure that you do them and you just

35:18want to roll your eyes at them, we make those. But we make them fun [laughter] and they do work. I actually enjoy taking them from time to time. So I'm going to talk about search today and if you know me that must mean it's really working if I'm choosing that over doing something talking about social. So as we know Google AI overview has been getting bigger and bigger especially in the last couple months. It's been hurting organic for a while now and now it's hurting our paid paid placements because they're just getting pushed

35:47further and further down. So we all if you're in Google Ads, you know that you get all these suggestions come up and you can just auto apply them. You can pick and choose. I've always been taught never to touch them. If you want to let your spend go everywhere and really get nothing for

36:06it, go for it. I do work with my Google Ad rep. I really enjoy working with her and she kept pushing me on doing this AI Max and I was just like nope, we're not going to do it right now, maybe in the future but not right now. And I finally agreed to it a few weeks ago but my rule with doing it was just don't hand over our ads to Google's algorithm. I don't

36:28want to blast or spend out of the water. Keep it close with high intent searches. Um so, I finally turned it on for one of our campaigns to start and I was very, very careful with it to make sure that it works and we can get into how to do it in the next round. Um but the engagement lift and qualified leads that we saw coming, demo increases, decrease in CPA, and then of course uh it's only been on for about 3 weeks now, but the pipeline generation's already there. So, I'm excited to see what it keeps doing

36:57as time goes on. Aw. Hey, she got it all in. pushed off the cliff. Goodbye, Kenneth. Great to see you. Thank you for coming. is the creative director at onboard.com and uh he's ready. His girlfriend takes care of that plant for him. I've already [laughter] so, let's just get to the chase. That's true, but I take care of ads. [laughter] Hey guys, Hey guys, I'm and I make fun ads for boring tech products. Now, in the next 2 minutes I'm going to show you a creative technique that I've been using a lot that I've learned from Apple originally uh and it's called

37:37personification. So, it's very simple. It's based on the question, what would happen if you know, if my pro- prospect were a person, right? Well, how how would they Yeah, like what kind of person would they be? And and I want to show you how I use that for my client Hibob, which is an HR software like Rippling or Workday. And the first step in this recipe is to find an enemy, right? And in this case our enemy is legacy HR software. Okay, then the next step is to build your characters. So, in this case I you know, I used Apple as my inspiration and basically legacy HR

38:12software is this boring guy and Hibob is the cool handsome popular HR software. And then the third step finally is to pick a scenario. So, in this case, I picked a soap opera opera breakup. And let's see the ad. I'm leaving you. You found something better. It's Bob. Hi, Bob. What? I knew it.

38:37What makes it better than me? It's beautiful, smart, popular, and unlike you, it's not wasting my time. Start managing your HR, payroll, and finance all in one place. [music] So, uh this has been one of our best-performing ads this year with more than 1,000 leads. The The leads are 80% cheaper than than usual. Uh the cost per 1,000 views is 50% cheaper. And if you pick me for the next one, I'm going to show you another bonus technique and the most underrated research tool and prompt for creative

39:16ads. Thank you. Nice. Speaking my language, I love ad creative. Happy place. I just like when people show things. Like I'm a huge I'm a huge show Show me. Show me the Show me the ad. Um okay, let's bring them all up. Uh let's bring them up, Anthony, Dylan, Kena, and to the stage, please. Uh Jess, I'm going to let you You know, you're my co-host today. Um I'm going to let you take the first crack at

39:42questions here. Okay. Awesome. your mind? Uh I have one for cuz I uh Man, when I found out was going to be on this, I literally think I select exit 5T. Oh my god, I'm obsessed with him. [laughter] I I thought you were just were saying that. I'm like, you actually know this guy? Oh my gosh, you Okay, you got to check out his ta- Too much. You're biasing the

40:05audience. Okay, I'm sorry. I'm sorry. I'm sorry. Okay, question. Was that one of many like creative executions you did for the personification idea? No, not like like not necessarily in this case. Like I use it for for a lot of different clients, but when I do productions like this, then I I usually pick five different directions, completely different techniques, and angles, pain points, and so on, and then we produce those. So, so for this campaign, it was

40:31the only personification one. Got it. Yeah. Love it. Thank you. [laughter] Dave, would you like to ask a question? No, what what don't you do some of the work on this webinar? Damn it, not webinar, live session. Uh yeah, we so question for Dylan, talk about the ROI on those ChatGPT ads. That's a hot one in the chat right now. Hot in the

40:57chat. Yeah, I I I've added this. Um yeah, so I I our sales cycle is like 6 to 9 months. Uh so, it's going to be a little bit of time before we start seeing that. Um but, we have definitely seen some of the uh you know, positive leading indicators that we look at in terms of like click-through rates. Um can't share like exact figures, but we've seen them be pretty comparable to non-branded Google search in a lot of our cases. And we have started seeing uh we actually had two demos come in this week where the last touch was ChatGPT. So, we'll take we'll take it, right? Uh it's a good

41:27leading indicator. Um and obviously, like we showed, we're running a pretty mature uh uh top-of-funnel uh strategy uh with a bunch of different programmatic, display, and LinkedIn, Google. Um but, I think a lot of that uh bottom-of-funnel search and middle-of-funnel search is now happening on ChatGPT, and we definitely want to take advantage of that. Another cool thing we're looking at, um we we use a uh tool which is able to show some of our AEO sort of search results. Um and with ChatGPT ads, we can now see um kind of what is our ownership of that share of voice of a specific prompt. Um and that's been really

41:58interesting. So, we're able to plug in like some of our competitors and look at how much of the share do we own compared to them. Um and that's been really interesting, and you know, part of the the reason that we've invested so heavily in the platform. That seems like a key piece for the future, cuz it it's you know, who knows if you're going to actually close the loop, but it's like are we just How do we know if we're showing up in these in these searches, right? In in these in

42:19these prompts. Um this is a question for uh let's go to Anthony. I have some more for for you Dylan a second, some for Kenna. Uh for Anthony, tell me more about this competitor takedown campaign. And then someone else said I'd be curious to see revenue and spend. Yeah. Um so competitor conquesting, uh very common Oh, the double C, Marissa would like

42:40that one. Yeah, competitor conquesting. Um you know, most most software platforms probably already have, you know, there's a competitor your customers are already using some solution and your goal is to get them to switch over to your solution. So number one it starts with a targeting list that you're going to get. So you can use lots of different data tools out there just to identify who's using these different platforms. You would build your target account lists based on competitors and then you would write your ad copy, you

43:07know, for those competitors. Um we do have a a preview of a template on a later slide here if you vote me back, but um basically you want to show them how in a message how your solution's going to be better and then you can work that into a incentivized campaign here. So you give them uh incentive for taking that demo, seeing

43:27that in action. Um and then that's how it works. Love it. I have a question for Kenna. Go. From from the audience. Uh it says Kenna, how did you decide how much to put into AI Max and pull from other spend? Uh and how did And did you notice any changes to organic as a result of

43:49investing in AI Max? Mm. Um because it's only been on for a couple weeks and I focus so much on paid I can't speak to the organic side of it directly, but um from a budget standpoint, the way that it works in Google is it kind of it is trusting the algorithm and it's putting your faith in it. So, you turn it on and what your budget is set within that campaign, it decides if it's going to win the bid for the AI overview, above the AI overview, or stick it into a regular search area beneath it. So, I just stayed with my normal daily budget, which is a very

44:24healthy daily budget behind it for this campaign. It's always been one of our highest performing. It started to kind of trail off, so that's why we went with that that campaign to start it out with. Okay, we're we're assuming this one is for Shalom here. Fun ad did not a fun ad does not necessarily make the lead reach out, especially the engineering type

44:44ICP. So, this is fun, but maybe only for some audiences. But, you know, you work with a bunch of different companies. Curious to hear how you handle that objection. Yeah, for sure. I think you know, I think that the only thing you can do is start small and start testing it out and see if that works for

45:02you. For most of my clients, eventually we, you know, we managed to to crack it and I think it always depends on how far you want to go and how interesting you want to make it. But, it but in general, you know, you're competing with the best content out there. You're competing with the best stuff out there. Like, why would it be boring? Even if it's for engineers, it could be technical, but it should still should be fun, beautiful, interesting. Should look like you put effort into creating that. Like, you like you care. And I think that's the most important part of it. Not if it's

45:30fun or not, but just that you care. There's almost always this things that we love internally end up not performing well and things that we didn't think are going to be that you know, that you just have to have enough ideas and then let the data tell you which one to go do more of. Jess, you got anything else before we roll the poll here? And we're going to one more question, so sleep. For for maybe for both Dylan and Kenna, because I've never done these AI like chat GPT or AI ads before. How much control do you have over like what actually shows up? Because I know so much of that just

46:04kind of gets decided in the algorithm. Like what are you feeding it so that the thing you want it to say is actually what's said? I'll I'll answer I guess for for ChatGPT we we're also running some Google's AI ads. Google I would say Kenna you can back me up on this but a little bit less control over what's shown to the customers. You kind of give them a bunch of approved assets and hope that they make the right

46:28decision. We we do have one or two screenshots from a few upset people with with some of the ad copy from that. ChatGPT you have a little bit more control. You provided context hints which are basically like prompts or keywords. You can think of it that way. And then it will show specific ads depending on on those keywords that you've given it. So you have a lot more control over over what's shown to the customer. What's also nice about ChatGPT ads is that it's only showing one ad per per question from the customer. So instead of Google's overview where you may get a couple of different recommendations

46:59ChatGPT is just allowing one one advertiser per comp response. So you have a little bit of a like one that takes all advantage there. Yeah, I'll add in for AI overview the way that it really works though. I'll give away the secret to it that doesn't talk about later is that it reads the copy on your landing page to then determine what it's going to put in that ad. So you can you know, it all depends on how you're going to set up your page to be more conversion based, educational based, more content, less content, you know, whichever works best for you and then just make

47:31sure that copy is you know, any version of it would be okay to get pulled into it across the board. All right, let's roll that poll. Who will it be? We have one winner from round one moving on. We have one winner from round two moving on and Dan is in the in my ear right now saying we're going to have a bonus, a wild card. There'll be a third person. You

47:53know what? I got soundtrack this time. Yeah. After the night remix. [laughter] Don't leave your girl Who is it? Oh, they're going to kick me out of here. [laughter] How much more? I'm going to keep it going. Okay, this is very close. It's very close. Should we let Claude Should we copy Should we ask Claude vote?

48:21Ooh. But there's also the interesting variable here, which is number of votes. So there's going to be a third person. I want to bring back Who Wants to Be a Millionaire? Side note. Uh completely separate. Yeah. All right. Is it final? What's What's the team saying? Are we final? Where is we Where are we at? All right.

48:41I think it is. Dylan, congratulations. Um Chat GPT, onto the next round. Dan, who's my Who's Who's the Who's the third? Dylan, winner, all caps. Winner. Way to go. Waiting Waiting to hear Uh and look, we're going to keep them up. It's 9:47 right now at in his home, but you're going to have to keep staying up with us, brother, because you You're the wild card. So So we Here we go. Congratulations. Uh let's give a round Let's Let's bring everybody out there. I don't I know if we could do that or not. Thank you Thank you for Thank you for being here today. Uh great

49:12job, all you marketers. You're building a bunch of fans in in the chat and uh you did a great job. So we're going to bring it back to the top. Um who's going to kick us off? Is Are we going to go back to the top? Now are we going to Jake? All right, cool. Nice.

49:27Yeah, baby. All right. Jake, you got those You got those slides back and you got a little bit more time on the clock and we can we can get you back in there. All right. me? Yeah. Okay. Are you in a Where are I I got to know. Are you in a hallway? Where are you presenting from today? Because it Are you in a airplane hangar? I couldn't let

49:44this go. loud? There is a There is a concrete block that just started spinning about 10 10 ft from my fence, like literally 5 seconds ago. It's okay. Spud, can you go down there and put some padding in the walls or something? It's just [laughter] It's okay. How bad is it? Can I Can I come back and

50:01go on? sound. No, it's not the sound. It's the echo. Oh. [sighs] Maybe we're not going through your AirPods. Maybe you're just wearing them for show. May- maybe. I thought Is it bad or is it okay? It's It's better. It's like uh Steve Murphy says like a Pink Floyd solo. I don't know what that means, but there's heavy reverb. We can do it. It's not bad. We I'm just being

50:21silly. You made it to the next round. You do get some banter from the judges. All right, here we go. We got 3 minutes on the clock. We're off to the races. Oh, okay. 3 minutes. Okay. Yeah. Uh okay. So, I said that I would talk about how we track signals for this play. So, at a high level, this is um the structure of how it looks or how it

50:38works. We run the ad uh long form. Again, this is to a very defined target account list and uh one to three titles that mean the most to us. It's usually economic buyer and champion. Um we use Fibler and LinkedIn to ID uh to uh ID which companies are engaging with that uh piece of content. And then, shout out Vector uh on the click level, once somebody clicks on that ad, we're using Vector to DN optimize that contact. So, we have a contact level as well. We're pushing all of that data um into HubSpot, but anything that happens on a contact level, obviously, we push to Clay and

51:10then enrich in Clay and then push to uh push to HubSpot. So, then in HubSpot, at a company level and at a contact level, we can score um those leads uh based on all the engagement and then prioritize uh for different campaigns. We then segment um those uh we segment those contacts and those companies into different uh either different warmer retargeting audiences or it becomes a great list for our sales team to outbound to or to target at events. Um social signals, so Clay, we're also tracking likes, comments, shares on that post itself. So, we're we're getting

51:45that non- uh that non-click engagement. How the content is structured. So, basically um at a high level this is these are like the seven things we go through in this ad. One, we call out directly like we speak to the the prospect's um specific situation. We're not talking like generically. We name their exact problem and their pain. We create an open loop in the beginning to give them a reason to keep watching. We establish expertise with data. So, we talk about why somebody should listen to us. We show how you solve it um solve the problem that they're facing. We tie it to an um to something that the prospect is

52:17evaluated on. So, what usually like whoever our champion is, what they're bonus on or measured on is a really good one um to form your content around and and your use cases. And then we make the case for why our solution, our product, our brand is the only option. Uh as you guys saw in some of the screenshots, it's an ugly ad. It's a 9-plus minute video of somebody just talking directly to a screen. There's no fancy cuts. But, if what you're saying is landing and it's hitting, you can keep someone for as long as you want um watching watching the video. So, here's that framework

52:48applied in our ad. So, one calls them out directly uh top top layer we say, "This is where banks need to focus if they want to grow their SMB portfolio in 2026." We name the exact problem, which is banks struggle to get consistent qualified SMB demand that fits their credit box. It's very specific. We establish authority. Again, this person says, "We opened with last year I spoke to a ton of banks and they're asking me three questions over and over." The open loop is he teases that he's going to answer all three and he's going to uh answer them by doing it in a new way

53:19they haven't heard of without adding additional risk. Um we show how to solve it. So, then this is more like product focused like this is how our product solves those problems. Tied to what they're measured on. Our um our our prospects are focused on are they funding more deals, are they funding them profitably, and can they grow and retain deposits. So, that's what we hammer on. And then we make the case for Lendflow. We talk about how Lendio is the only option out there that can solve three pain points that we talk about in

53:47this video compared to our competitors. Um and that Did you guys lose the slides? No, we're trying to get you off the stage. You did great, but we hit the cap. I'm done? Yeah, you're done. so fast. It's great. You did a great job. We're just trying to throw you back trying to push you down there with

54:04Kenna. Kenna catch him on the way down. [laughter] [gasps] Love it. All right, Dylan's back.

54:21Oh, clock started. Hello, hello. Uh can you hear me now? Yeah, you're good. You're on. Okay, okay. Yeah, sorry about that. Um interesting fun fact while I'm flailing here, uh work laptops don't don't work with this this channel, which was interesting. So, uh my girlfriend's uh laptop is is doing uh as we stand.

54:43Okay. You What do you work for the government? You can't run a webinar platform on Apparently, apparently. Uh but guys, in in any case, I'm not going to waste more time trying to share slides here. Like uh I'll I'll big learnings, right, and takeaways from this. Take it all with a pinch of salt. It's been 8 weeks, right? So, we have limited data that that we're going off of. Um uh but our our big kind of learning was that we we were sort of reaching a point of diminishing returns within Google search. Um and we found that we sort uh we were over indexing on basically competitor conquesting and on

55:15a lot of these really long tail um like kind of non-branded search terms that had previously converted really well for us. Uh we just weren't showing up for for those. We weren't getting any impression share on them anymore, and I believe that that's because of um Google's change to kind of AI overviews. Um so, we shifted some of our Google budgets to kind of adjust to that and and take advantage of some of those AI overviews. Um, but the other thing that we did do was was start experimenting with a couple of different channels. Um, and Dave, you gave us advice a couple of years ago and I've I've lived by it of

55:44like, you can't just pull out a brand new uh campaign out of your back pocket pocket in Q4. You need to have kind of been building and experimenting, you know, months or years before. Um, so about 2 years ago we started dedicating 20% of our ad budget to experimental channels. Um, and with that we've discovered that meta ads convert really really well for us. Uh, we found that um, Bing ads can convert pretty well for a certain group of our of users. Um, and we also, you know, just kind of took this approach to we've tested now Reddit, we've tested Amazon display and their connected TV app offering, we've

56:17tested LinkedIn CTV. Um, and when the opportunity came around to test ChatGPT, we were like, absolutely, we want to give this a go. Um, and what we saw was that we were able to give uh we were able to use uh our Google uh our our Google kind of keyword searches and use some of those volumes to inform what prompts we were putting in front of people. Uh, we were using profound, which is an AEO tool, to see what kind of prompts were coming up and relevant to to our audience. And then we were able to use that to create a a bunch of different campaigns. So, we found that

56:46just running one campaign at a time wasn't that effective. It made more sense to split out your hints into kind of themes. Um, and then be able to just give it as many possible hints as so that it could match that to to what a what a user was searching for. What was really really interesting, we tested kind of top, middle, and bottom of funnel uh style ads. Um, for the middle of funnel sort of education, that's really where we were finding we we got the most value out of it. Um, people were able to ask these really long-winded questions and then we were able to show up as a really relevant

57:15solution to what they were needing and we were seeing higher click-through rates on on that type of content. I didn't realize it's tough. I didn't realize what time it is. I really All right, Tloma, let's go, rip it. We're going to do this. We're going to finish strong and we're going to crown a winner in the next 4 minutes. All right, let's

57:32do it. Good job, Dylan. Free hashtag free Dylan. Good job. Welcome to part two. So, in a previous part, we talked about how personification could be a great hook instead of showing just another UI screen or an office, you could show real people. And visual analogies is another amazing technique that I use all the time. Instead of just showing your boring feature, you find a fun analogy and yeah, make an interesting ad. So, here's how I did it for the H HiBob, my HR software client. First of all, I'm kind of a lazy marketer, so I don't want to come up with my analogies myself, so

58:04I let my users do it. And in this case, I the first step is to find the voice of the customer. So, I go to Reddit answers, which is one of my favorite AI research tools. It's completely free. And I write this prompt. Find posts and comments from HR managers sharing real challenges, frustrations, and relatable situations. And 1 minute later, I get this beautiful report with a bunch of pain points, relevant forums, and threads. And I start digging in and I find that everyone is talking about email back and forth. And some people are even calling it email ping pong. And ping pong is kind of interesting because

58:36it's a pretty cool visual that I can use. So, this will be our analogy. Step two is writing the storyboard. Now, every story needs some tension. So, in this case, we have on the left side the employee. The employee just wants to take some time off, but the HR manager needs him to fill in all the forms manually because they're not using HiBob. All right. So, how do we turn this tension into a storyboard? We're going to use the PAS problem, agitation, solution. So, let's start with problem. The employee says,

59:05"Hello, I'd like to request time off." And then we see their email on the screen. And then they start start playing. The HR manager says, "Please complete the request form." And it goes on and on. And if the problem was just the beginning, in the agitation, it gets even worse. And then finally, we get the solution and we get HiBob, which solves all these problems. So, this is my storyboard. And the production looked like this in the beginning, but here is

59:29the final ad.

59:35Hello, I'd like to request time off. Please complete the request form. Which form exactly? Employee absence authorization form V3.2. Please find it attached. You appear to have missed section 4B. There's no section [music] 4B on my copy. Yes, there is. Guys, stop the ping pong. With Hibob requesting and managing time off, it's just a few clicks. So, this was our cheapest CPM, highest thumb stop rate, and also best hold rate. But, you can't buy you know, you can't Yeah, anyway, like hold rate good hold rate is not enough. So, we also use these static ads for retargeting and they're performing pretty well. If you want these slides, ad examples, and

1:00:14research prompt, you can scan this link and I prepared everything for you in one notion page. Thank you, guys. Love it. We'll send it to you after. All right, we did it. We did it. Here we go. This is it. So, this is the final thing. This is the final event right here. Who's your Who's your winner? You can pick one winner. Is it Jake, the long-form explainers as LinkedIn ads? Is it Dylan, the ChatGPT guy with his girlfriend's laptop? Is it

1:00:36product personification as ad creative? Or, bonus, do you just want to vote for Jess Cook? Overwhelming Way to go, Good job. Thank you to all of our presenters today. Thank you to Jess Cook and Vector for sponsoring this session. you We can't We're going to send that Dan, you're going to find a way to get that trophy to Tel Aviv. Please do that. The check with Dave Gearhardt, the Exit 5 swag. Thank you all. This was an awesome We're going to keep doing this format again with different topics. I just want to give a shout out to all of the 10 folks that were with us today, or

1:01:08eight of them, or however many were like this is awesome. This is what our whole thing is about, real marketers sharing real examples. Jess Cook, great to see you, my friend. congratulations. Thank you very much. This guy's got 61,000 followers on LinkedIn. I had no idea. This is There's There's There's no you know Not only does he have [laughter] a lot of followers,

1:01:25deal, Dave. He's a big deal. at what he does. He's good at what he does. Great job. And then real quick, we love all the feedback here today. So, um please help us. How would you rate this session? 5 4 3 2 1 0. Uh if you give it anything less than a three, I honestly think you're just being a hater because I I I'm not trying to skew the poll here, but like you're probably just being a hater. Um this feedback is really helpful. Okay, that one guy just It's always a guy got me with the one there. I probably talked myself into

1:01:49that one, but thank you for all of this. We'll be back. Check us out exit5.com. We're going to send all the recap follow-up all this stuff out. Shalomo, Jess, I'm out of here. Thank you all. Way to go. so much. later. Goodbye.