a single source, nothing corroborates it

Start Facebook with retargeting, then widen

Begin with an audience of people who reached your pricing or plans page and did not subscribe, since that is the warmest list the pixel can build. Once that works, construct the prospecting audience by uploading your highest lifetime value customers or letting the platform derive one from purchase value. Every campaign needs a buying intent behind it and a sale you can point at, so never run awareness here whatever anyone advises. If delivery stays erratic you are stuck in the learning phase, which too few conversions in a seven day window causes: merge ad sets or optimise to an earlier, higher volume event.

The method

1. 01

   On Facebook, start with a retargeting audience built from people who reached your pricing or plans page and did not subscribe.

2. 02

   Once retargeting works on Facebook, build the prospecting audience by uploading a list of your highest lifetime value customers, or by letting the platform derive one from purchase value.

3. 03

   Never run awareness campaigns on Facebook and distrust anyone who recommends them: each campaign needs a buying intent behind it and a sale you can point at.

4. 04

   Escape the platform learning phase by merging ad sets or optimising to an earlier, higher volume event, because too few conversions in a seven day window leaves delivery permanently erratic.

Sources

• B2B SaaS Marketing - Getting started with paid acquisitionChris Frantz · chrisfrantz.com · Facebook for B2B SaaS Marketing · 2020-04-23