Predictable Pipeline with Performance Marketing for B2B

As a B2B company, which platforms should we advertise on?

Initially, I usually recommend Google Ads to appear when someone searches for a problem or solution, that’s when a purchase decision is most likely to be made. This also applies to Google’s AI search, ChatGPT Ads, and similar platforms.

Step two is to be visible on LinkedIn, if your target audience is there, using remarketing on the Google traffic you’re buying; this provides an additional touchpoint to highlight case studies and other trust-building content.

I recommend Meta (Facebook and Instagram) when your target audience isn’t on LinkedIn and/or as a complementary touchpoint to drive conversions in the final stage of the buyer’s journey.

How long does it takes for B2Bs to see results from performance marketing?

If you’re starting from scratch, it usually takes 3–6 months for Google Ads and LinkedIn Ads, because most B2B buying journeys last 180+ days.

Of course, you can pick some low-hanging fruit, but the foundation of your marketing is to build brand recall and trust, and to ensure that your prospects put you on their shortlist after visiting your site and getting to know your brand.

It’s also important that the technical infrastructure for measuring and tracking your advertising works properly so that you can allocate your resources effectively.

What do you need to advertise on Google, LinkedIn, and Meta?

You should already have product-market fit—meaning you know your product addresses a clear problem for your target audience. You should have an average deal size of over 100,000 SEK; this applies primarily to LinkedIn.

You should also have a good website and landing pages that convert to signups or demos; if you don’t have these, I can help you with that.

You can create content, landing pages, and lead magnets. I’ll help you with templates and examples to ensure the best results.

You also have a good understanding of your customers and can continuously conduct research and create content targeted at your ICP.

How does the communication work between us?

We set up a shared Trello board where we keep track of important tasks from both sides. We also have a shared Slack channel where we can communicate more freely and directly.

Every month, we deliver a report explaining the previous month’s results and optimizations. This usually takes place in conjunction with one or two video meetings per month.

We link experiments, results, and action items to gradually build a predictable system for generating demand and converting traffic.

How does B2B differ from B2C in performance marketing?

B2B buying journeys typically last over 180 days, involve more than 30 touchpoints across 3 channels, and include multiple people—it can easily become very complex.

95 percent of companies out there are NOT actively looking for a solution right now, but they might be in 3, 6, or 9 months.

We’ll always try to capture the 5 percent who are in the market right now, but you need to be prepared when the remaining 95 percent ARE READY, and by that time, you’ll have earned their trust and made it onto their shortlist.

I’ll help you with this.

How does it work with advertising material and creatives?

I work with your team to provide creative direction, copy, and ideas, along with many examples that work well.

Usually, my clients produce their own images and videos of the product, case studies, and other content, but I can also help you create these. I also collaborate with companies that can assist with this.

One tip is to create a high-quality, clear 1–2-minute product video where you present your product, service, or solution, it helps a lot.