Organic reach isn’t dead, but it’s a unicorn for most B2B brands.
In 2022, paid social is more important than ever. Your buyer’s journey often starts with an ad click, so it’s critical you build a foundation of conversion tracking, compelling offers, first-party audiences, and scalable content.
If that’s music to your ears, we can help.
(If that just sounds like a fancy way of saying “we make ads”, we can help you too.)
Our clients use paid social media to reach prospects, inspire their advocates, and close more deals. Where should we start?
Need to reach and engage a pool of customers, employees, or prospects? Organic isn’t enough! Before they can remember your message, it needs to find them. We’ll build brand-building, sponsored content campaigns that help you get more bang for every buck spent on organic social assets.
Looking to ramp up a new customer acquisition channel or 2-3x MQLs from social? We’ll launch cross-channel conversion campaigns that test offers, sync with your CRM, trigger followup sequences, and report out regularly.
In our first ~100 days together, our aim is to generate qualified leads from your most valuable customer profiles. Here's how we do it.
In our Opportunity Assessment, we’ll audit your past ads, uncover holes in your tracking system, build a list of opportunities, and share our findings.
How will we measure progress? What’s a reasonable CPL for our budget? After discussions on personas and traction goals, we will agree on the targets.
We’ll present a paid social ad and targeting strategy focused on your most valuable prospects and offer(s). We’ll also confirm conversion tracking and CRM integrations fire properly.
We launch paid campaigns in two primary channels to get quick wins (ie LinkedIn/Facebook), then use insights from our campaign analysts to improve results, week-after-week.
We manage most B2B paid social campaigns on three primary platforms (with the biggest potential for quality lead volume). When you're ready to scale past them, we have ideas...
LinkedIn is our most active paid channel for good reason. Use LinkedIn Ads to reach decision-makers, target job seekers, or capture qualified leads from the most robust database of professionals in the world. Expect higher average CPCs and more relevant leads, overall.
There are no shortage of quick wins on Facebook: Broaden your reach of potential prospects? Nurture video viewers with sequential ad messages? Retarget site visitors with lead forms? Check, check, check.
B2B buyers use Instagram like the rest of us—to get better, get inspired, and get away for a second. We’ll position your brand in front of key prospects with content they’ll appreciate in the native formats that get watched most.
Economic Development group ICR IOWA tapped Sculpt to generate candidate leads for an ambitious new program. We created a Facebook-based acquisition funnel that leveraged a series of playful hero videos to sell their offer. Through iterative testing we dropped CPLs below $20, hit our six-month target in three months, and their end-of-year goal under budget.
In the years since, we’ve expanded to LinkedIn with the help of Message Ads, launched loads of creative assets, and fully trained their team on HubSpot.
Study Abroad agency CIMBA struggled with a shift in consumer behavior and limited internal resources to market their programs across campuses.
To fill the candidate funnel, Sculpt remixed UGC into compelling paid social and search campaigns across the four places we knew we’d find their audience: Facebook, Instagram, Google, and Snap. Campaign assets were designed to incite FOMO, encourage leads to act fast, and drive students into their high-touch application funnel.
Within 3 months, the campaigns had generated enough qualified, closed-won opportunities to project a 289% ROI.
We’ve passed our six-month goal in three months and show no signs of slowing down. Additionally, the leads that we’re getting are more qualified than ever before.
We know what you're thinking.
Paid social is a powerful channel to drive targeted B2B leads. However, it’s rarely the first, only, or cheapest channel you should use to acquire customers.
We have found a few factors that make us a good fit to work together on performance-based paid social campaigns:
Does that sound like you? Get a proposal from a paid social strategist.
Clients review paid social goals, budgets, and overall performance on a quarterly basis. We ask for a six-month commitment to setup ad infrastructure properly, gather baseline data, and complete two campaign cycles. We understand you need results fast and we can typically launch campaigns quickly by repurposing your existing assets.
According to Gartner’s 2019 CMO survey, marketers allocated 26% of their budgets towards paid media, and spent 22% on agency fees. Your paid media budget should be calculated based on the goals it’s supporting. You will need a clear understanding of how many leads and customers you need to generate each quarter, their annual revenue or lifetime value, and your expected conversion rate from lead-to-close. From there, we can help with the projections and ad cost benchmarks.
Our fees begin at $5000/mo, and includes management of up to 2 primary paid ad channels, multiple campaigns, a batch of new monthly ads + copy for testing, and up to $30,000 in monthly ad spend. Regardless of budget, all of our paid scope of works include everything you need to book more leads from paid social including ad creative production, offer testing, data syncs, campaign builds, aggregate and ad-level reporting, and conversion funnel consulting. You can explore our social media pricing page for more options.
If you’re looking to bring your in-house team up-to-speed with paid platforms our Engagement Managers can provide the direction they need. In a typical three-month engagement, we’ll launch a campaign together, walk through optimization steps, review campaign performance, and provide tips along the way. Deliverables might include instructional content in the form of ad creative templates, personalized channel strategy workshops, and best practices briefs.