Case study: Drift and Lightning AI
We helped Drift create a B2B Facebook advertising campaign.
We helped Drift create a B2B Facebook advertising campaign and find out that Facebook ads aren’t just for B2C eCommerce companies.
Drift wanted to grow as quickly and efficiently as possible.
Drift had a lower payback period on Facebook ads than branded Google search.
Yes, Facebook ads do work for B2B SaaS.
There are only so many people per day who are going to search for your company name. But everyone is on Facebook (ok, almost everyone). The scale on social channels is nearly limitless, versus Google, which is constantly limited.
Why did this work for Drift?
There are four key features that made Drift stand out and perform so well on Facebook ads.
- Strong product market fit. Drift knows their users, their product messaging and how to put those two things together.
- Self-serve platform. Users can sign up to Drift without talking to anyone. Leadbot automatically qualifies those users. This means that Lightning AI received real-time data to determine the quality of the users coming from our ads, allowing the platform to optimize rapidly.
- Strong branding and voice. Every time Dave at Drift sends a marketing email, his personality shines through. He knows who he is – and he knows who the company is.
- Dave put pictures of his team on the internet. The most successful ads for Drift on Facebook were not overly designed, beautiful animated images. They were the ones Dave took of his team with his cell phone. Huge thanks to Kevin on the sales team for modeling.
Facebook ads aren’t just for B2C eCommerce companies.
Your users are people. You can leverage Facebook to get in front of those people, whether you’re selling to sales, marketing, product – or devops engineers. And with Lightning AI, you’ll learn more about those users than ever before.
Ready to use AI to level up your marketing?
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We helped Peloton test 1,000 new user groups and create an entirely new marketing strategy
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