Kevin discusses the unique challenges of B2B advertising compared to B2C, emphasizing the importance of audience qualification and dealing with abstract products. He explains his agency's approach to creating effective ad variations, focusing on visual headlines and leveraging the SUCCESS framework for brainstorming compelling ad ideas.

We explore the power law phenomenon in digital advertising and how it impacts ad performance and budget allocation. Kevin also shares valuable tips on working with enterprise clients, balancing creativity with data-driven decisions, and adapting messaging for different personas and decision-makers.

Whether you're a B2B marketer looking to improve your advertising ROI or a founder seeking to scale your business through paid channels, this episode offers actionable insights to elevate your advertising game.

Enjoy!

• Kevin on LinkedIn
• Right Percent's website

• 02:13 Kevin's journey into B2B advertising
• 03:21 Key differences between B2B and B2C advertising
• 05:21 The concept of performance marketing in B2B
• 10:06 How modern advertising works on power laws
• 11:57 Creating effective ad variations for B2B
• 15:54 Top lessons from working with big companies
• 19:09 Using the SUCCESS framework for ad creation
• 22:15 Balancing creativity and data in ad messaging
• 27:16 Favorite ways of testing messaging
• 31:11 Speaking to different personas and decision-makers
• 33:54 The debate between lead gen and demand gen
• 36:30 Current trends in B2B advertising for 2024
• 38:32 Using personality typing in team management

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy