Unkover your competitors’ Marketing Secrets
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Stay Ahead with AI-DRIVEN Competitive Intelligence
Unkover is your AI-driven Competitive Intelligence team delivering critical updates about your competitors the moment they happen:
Track your competitors website changes
Why spend all day stalking the competition when you don’t have to?
With Unkover, you’ll know instantly when your competitors tweak their messaging or shake up their pricing. No more endless scrolling through their sites or second-guessing your strategies.
Let us do the heavy lifting for you, ensuring you’re always in the loop by notifying you the moment a critical change happens on your competitor’s pages.
Sit back, relax, and keep winning—Unkover makes sure you’re not just in the game, you’re always a step ahead.
Read your competitors emails
Companies love updating their customers and prospects about relevant news, product updates, and special offers.
That juicy info from your competitors? It’s yours too. Unkover will automatically capture all their emails and bring them right to your doorstep—accessible to your entire team, anytime.
[COMING SOON: Our fine-tuned AI will sift through these emails, extract key information and send them over to the best team within your org. Less noise, more signal!]
We hear you! Unkover’s goal is not to flood you with tons of data points that no one in your team will ever read. We gather competitive intelligence from thousands of data sources and use AI to highlight actionable information to the right team in your company.
Say goodbye to noise. We’re 100% signal.
ROADMAP
We’re excited to get Unkover in your hands as soon as possible and keep building the best competitive intelligence tool with your precious feedback. The roadmap for the next few months is already exciting, so take a look!
While we build and deliver, here’s our promise to you: as an early tester and customer, you’ll lock in an exclusive bargain price we’ll never offer again in the future.
Spy on your competitors’ full marketing strategy: social, ads, content marketing, email flows, and more.
Track competitive Win/Loss analysis and build battle cards. Get alerted at every pricing change.
Get immediate alerts when competitors announce new features or major releases. Identify strengths and weaknesses from online reviews.
Get the competitive intelligence you need where you need it: Slack, eMail, MS Teams, Salesforce, Hubspot, Pipedrive and more.
slack integration
Unkover’s Slack integration lets you keep your whole team up to speed with your competitors’ updates.
Join now to lock in an exclusive 50% lifetime discount
For startups and small teams, it’s the essential toolkit you need to keep an eye on a select few competitors.
Up to 5 competitors
50 pages monitored
10 email workflows
3-day data refresh
$39
/per month
$ 79
50% discount
Billed annually
For growing businesses, it allows you to monitor more competitors, pages, and email workflows.
Up to 10 competitors
100 pages monitored
20 email workflows
1-day data refresh
$79
/per month
$ 159
50% discount
Billed annually
For large companies, it is tailored to meet the needs of multiple teams needing granular insights.
Custom number of competitors
Custom number of pages monitored
Custom number of email workflows
Hourly data refresh
Custom price
Billed annually
We’ll let you into a little secret…most guides you’ll read about social media advertising for B2B are written by bloggers–or AI bots–who have never booked a single ad campaign in their life. Instead, they recycle documentation from the ad platforms into insights that sound good on paper or in a LinkedIn post, but in reality, they’ll result in you wasting ad spend.
This guide is different.
We’re not going to give you any theory.
No BS.
Instead, we will take a peek behind the curtain at the marketing strategy we use at Breadcrumbs.
We’ll back it up with real examples and actual figures so that you can take the parts you like and adapt them for your own B2B marketing funnel.
And if you want to get a deeper understanding of exactly what worked and didn't work, watch the recorded version of our free webinar on How to Get More Leads and Sales For Your SaaS Business with LinkedIn and Facebook Ads.
Let’s dig in!
If we had to summarize our marketing funnel in one sentence, it would be that we focus on LinkedIn for top-of-funnel lead generation, followed by Facebook, Instagram, and LinkedIn ads for remarketing.
LinkedIn’s ad platform–called Campaign Manager–has been transformed over the last couple of years, so if you tried LinkedIn ads in the past and didn’t get on with the platform, it’s time to take a second look. Here’s why we focus so much on LinkedIn for our paid social advertising:
Of course, it’s not all rainbows and unicorns; there are some downsides to LinkedIn Ads. You pay a premium for such good targeting options, meaning it’s the most expensive ad platform for clicks and leads out of all the main social networks.
However, with ad pricing rising year on year for the other platforms, the cost difference is often less than many people realise.
For many B2B businesses –including Breadcrumbs–the focus for prospecting is getting new leads into the pipeline. With B2B sales cycles often taking 6-18 months, lead generation allows for long-term relationship building via email, which is also cheaper for long-term marketing than other channels.
But what about the traditional marketing funnel’s initial awareness and engagement stages?
Thankfully, due to the awesome B2B targeting options on LinkedIn and the high degree of trust in the ads, we can often skip the awareness stage and go straight for the lead as the first touch.
Sometimes running video ads to warm up the prospect before asking for a lead can work, but we like to keep our sales funnel as simple as possible.
On social media platforms, the user isn’t searching for your content when they see your ad appear in their feed, so unlike on Search platforms such as Google, there’s no intent yet from the user. That means we must introduce our brand gently by giving value first and not asking for a demo, trial, or sale until later in the sales cycle.
At Breadcrumbs, we like to package our best content into a range of useful ebooks and offer them for free in exchange for an email address:
Popular alternatives for lead magnets include webinars, white papers, mini-courses, quizzes, and gated video content. However, we find the classic ebook format still works well for B2B.
Social advertising platforms are data-driven, and report on many metrics, so the key to success is to put some ads out there, then start A/B testing them and let your strategy be guided by the results.
With this in mind, the first test we ran was to test ads for five different ebooks to find which ebook had the lowest cost per lead.
The results were eye-opening. Discovering which lead magnet resonates best with your audience can be the difference between success and failure for your entire social media advertising funnel. Keep interacting and testing until you find the content that works.
Only when your offer is dialled in is it worth moving on to testing the ad creative. For us, as we had found an ebook with an acceptable CPL, we could then move on to testing square v. landscape image formats.
Switching to square images doubled the ad’s clickthrough rate, resulting in a halving of the cost per lead. In summary, if you schedule LinkedIn posts and run LinkedIn ads with the traditional landscape image format, update them to square images as a priority.
Other tests we ran included:
Webinar
Get More Leads & Sales with LI and FB Ads
In this live session, we’ll show you the actual results we achieved from advertising for Breadcrumbs using LI and Meta ads.
We’ve all heard of the phrase “garbage in, garbage out.” For B2B marketing, that means if we fill our funnel at the top with the wrong leads, they will never convert into sales later on. No matter how much time, effort, and money we spend on nurturing our leads, it’s all going to be wasted if we aren’t reaching the right people, to begin with.
Quality, not quantity, is what matters when it comes to optimizing your sales funnel. Naturally, we track our cost per lead as that is what the ad platforms report on, but how can we monitor the lead quality? That’s not a metric that any ad platform can tell us.
But first, what makes up lead quality? The short answer is that on one side, it’s how closely your lead resembles your Ideal Customer Profile; on the other, it’s how engaged they are on your online properties. To capture this information and inform your funnel, you need a tool like Breadcrumbs to ingest all your marketing, sales, and product data to create lead-scoring models that surface firmographic and demographic attributes and high-value actions.
Here’s how we use Breadcrumbs to monitor lead quality. The flow is quite simple, having HubSpot as our CRM:
Once we get the scores back in HubSpot, we create various workflows depending on the Breadcrumbs lead score to optimize the sales funnel further. Some examples:
Some actions are more valuable than others, and clicking and interacting with your ads is certainly one of those you want to act on.
Replicate this strategy to ensure you don’t miss out on any leads that engage with your ads, grab your free Breadcrumbs account today or book a free demo with our Revenue expert.
As we mentioned above, engaging with cold audiences is all about giving them valuable content that they’ll find useful. The next stage in the sales funnel is to start planting the seed for your product or service to warm up the audience. This is the step in the middle of the funnel before asking the prospect to book a demo call or sign up for a trial.
This is where we introduce Meta advertising, which covers both Facebook and Instagram platforms.
As much as we love LinkedIn, we have to concede that the average user only visits the site a handful of times a week and doesn’t spend all that long on the platform, making it harder for remarketing.
On the other hand, two-thirds of Facebook users log onto the platform daily and spend an average of over 30 minutes on the app, giving us plenty of opportunities to display ads to our warm audiences.
The great thing is that–except for Instagram Stories and Reels–both LinkedIn and Meta ads use very similar content, so it’s very easy to run ads across all three social networks without creating additional ad creative.
For mid-funnel content, we build awareness of lead scoring in general and the Breadcrumbs platform specifically by running video ads along with traffic campaigns for blog posts on our website:
The average price of a thruplay (15-second video view) for us on Meta is just 3 cents, making it an effective way to use low budgets to nurture warm audiences.
For the blog posts, we see just under $2 per website visit on Facebook and just over $6 a click on LinkedIn. This is where blending Meta’s cheaper ad pricing with LinkedIn’s high quality for B2B ad views can work well to cover all bases.
At the bottom of the B2B funnel is the smallest but also the most valuable audience. It’s time to get the sale!
If the prospect has been nurtured with plenty of mid-funnel content, they’ll be aware of your product or service already, so there’s no need to get too creative with the remarketing ads. Keep it simple and ask the audience to book a demo or sign up for a trial.
Here’s an example of the ads we used for booking a demo:
Recently, we’ve switched to a Freemium signup campaign:
Which is better, a freemium signup or a demo booking? The great thing with social media ads is that it’s quick and easy to switch offers and track the results, so why not try both and see which one gives the best results?
What we found out was surprising! Watch our FREE webinar now!
Webinar
Get More Leads & Sales with LI and FB Ads
In this live session, we’ll show you the actual results we achieved from advertising for Breadcrumbs using LI and Meta ads.