Generating High-Quality Leads from Meta Using Primer

This guide focuses on generating high-quality leads from Meta (Facebook and Instagram) using Primer, a B2B audience generation platform that syncs custom audiences to paid social platforms. This objective aims to increase the number of marketing-qualified leads (MQLs) generated through Meta, specifically focusing on leads that fit a predefined Ideal Customer Profile (ICP).

Achieving this objective is crucial for B2B marketers looking to maximize ROI from paid social campaigns by leveraging precise targeting and audience data. Success is measured by the quality and volume of lead form submissions tied to MQL criteria, ensuring efficient use of ad spend.

Key Metrics for Success

• Marketing Qualified Leads (MQLs): Lead form submissions that meet predefined quality or ICP fit criteria.
• Cost per Lead (CPL): The cost associated with generating each MQL.
• Conversion Rate: Percentage of users who complete a lead form after clicking on an ad.some text
  • Mobile Conversion Rate: The specific conversion rate for users on mobile devices, given Meta's predominantly mobile traffic.

Target Audience

The target audience for this campaign will be generated using Primer. To assess the performance of Primer-generated audiences, consider A/B testing against:

• Meta Native Audiences: Audiences built directly using Facebook or Instagram’s targeting options.
• Lookalike Audiences: Audiences similar to an existing customer base, as defined by Meta.
• Custom Audiences: Manually uploaded or synced audiences from first-party data or other tools.

Key Considerations for Campaign Setup

1. Meta-Specific Strategies: The strategies that work on LinkedIn may not translate directly to Meta platforms. Consider Meta's unique context, such as its heavy mobile usage, when designing your campaign.
2. Optimizing for Mobile Traffic: Since 95% of Meta's traffic comes from mobile devices, optimize for mobile lead capture:some text
   • In-App Lead Forms: Meta's in-app lead forms often default to personal email addresses. This can limit the quality of B2B leads. Consider driving users to a mobile-optimized landing page instead.
   • Consider Avoiding Product Sign-Ups via Mobile: Directing users to sign up for a product on mobile can lead to a drop-off. If they do sign up via mobile, make sure to guide them to a desktop experience when appropriate.
3. Tracking Limitations and Solutions:some text
   • Facebook Pixel Limitations: The Facebook Pixel may not capture all conversions. Employ UTM parameters to ensure more reliable tracking.
   • Audience-Specific UTMs: Separate different audiences into unique ad sets and use specific UTM parameters for each to track performance accurately. This allows for clear attribution between Primer and non-Primer audiences.
4. Multi-Touch Attribution Challenges: B2B decision-makers often engage with ads on mobile but convert on desktop. These interactions will appear as separate sessions and users in analytics tools. Recognize that while mobile may not directly convert, it significantly influences desktop conversions.
5. Incrementality Testing: To measure the true impact of Meta campaigns and:some text
   • Geographic Testing: Serve ads only to specific geographies (e.g., West Coast vs. East Coast) and compare conversion rates.
   • On-Off Testing: Conduct simple on-off tests during periods of minimal marketing activity to observe changes in direct and organic traffic conversions.

Optimization Tips

• Use Engaging Ad Formats: Video ads, especially for Reels or Stories, tend to perform better on Instagram compared to static image ads. Here are some examples.
• Audience Size Consideration: Ensure audience sizes are large enough (>100,000 people) to drive meaningful results.
• Campaign Objective Selection: Optimize for traffic rather than lead submissions when the Facebook Pixel captures few conversions. Rely on UTM parameters for accurate tracking.

Measurement and Reporting

Prior to launching a campaign, gather the following baseline metrics:

• Current Cost per Lead (CPL): Understand what you are currently spending per MQL.
• Lead Qualification Percentage: Determine the percentage of leads that meet your MQL criteria.
• Mobile Conversion Rate and Traffic Baseline: Assess your current mobile traffic and conversion rates to identify any spikes or changes.

For reporting:

• Touch-based attribution tools to capture UTMs of form submits. some text

Here’s how we do this in Posthog:

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Here’s how we do this using Koala:

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Here’s why we avoid tools like Google Analytics:

• Consider more sophisticated methods like incrementality testing to isolate the impact of your Meta campaigns on lead generation.

DOWNLOAD: Enhanced Spreadsheet Template for Pre/Post Campaign Performance Assessment (with Mobile vs. Desktop Breakdown)

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Conclusion

Using Primer to generate high-quality leads from Meta requires a strategic approach to audience targeting, ad format selection, and measurement. By focusing on optimizing for mobile, overcoming tracking limitations, and employing advanced measurement techniques like incrementality testing, B2B marketers can maximize the effectiveness of their campaigns on Meta and achieve their lead generation objectives.