The Story Behind B2B Growth: Unlocking Results with Mason Dorner's Meta Advertising
Discover how Mason Dorner, a performance marketing expert at Ascendant, leverages Meta’s platform for B2B lead generation. Learn his insights on lead quality management, prospecting vs. retargeting, and the metrics that matter most.
From Misconceptions to Mastery: Leveraging Meta for B2B Growth
Many B2B marketers assume that Meta’s advertising platform is unsuitable for their needs. Traditionally, LinkedIn is seen as the go-to channel for B2B, with its precise targeting and business-focused audience. However, Mason Dorner, the founder at Ascendant, challenges that belief with a data-driven perspective.
Through his experience, Mason has uncovered the power of Meta in delivering high-quality B2B leads at a lower cost than LinkedIn. “Everyone is on Meta,” he explains, “and by understanding how to work the platform, B2B companies can unlock a massive opportunity.”
Optimizing Lead Quality: The Ascendant Approach
A common hurdle with B2B Meta advertising is lead quality. Mason has developed a clever approach to tackle this by using customized lead tracking.
Instead of treating all leads equally, Mason ensures Meta only optimizes for high-quality leads. His team achieves this by directing strong leads to a main thank-you page, while weaker leads are sent to a dummy thank-you page without Meta’s tracking code. “Meta only gets a point for the leads we actually want,” Mason explains. This unique approach trains Meta’s algorithm to recognize and target ideal prospects.
This process has led to higher conversion rates and stronger ROI, demonstrating the power of strategic optimization.
Prospecting vs. Retargeting: Striking the Right Balance
For companies hesitant about using Meta for B2B prospecting, Mason emphasizes the importance of experimentation. While Meta may not work for every niche, it excels at driving brand awareness and attracting leads from a wide network.
That said, even if prospecting on Meta isn’t a fit, retargeting remains essential. “Re-engaging your best quality prospects and website visitors is a no-brainer,” Mason advises. By serving ads to those who have already interacted with your brand, you stay top-of-mind and nurture them down the funnel.
Measuring Success: Metrics That Matter
Understanding which metrics to track is key to unlocking Meta’s potential. Mason follows a top-down approach, starting with high-level indicators before narrowing down to revenue-based KPIs.
Key metrics include:
CTR, CPC, and CPM: Evaluating traffic generation and cost efficiency.
Conversion Rate and CPL: Understanding how well landing pages convert traffic into leads.
Cost per SQL or SAO: Tracking the cost of generating sales-qualified leads.
Closed Deal Cost: Evaluating the total spend required to close deals.
Lifetime ROAS: Measuring the lifetime return on ad spend to assess overall profitability.
Mason’s focus on tracking leads through the entire funnel ensures that his team optimizes campaigns for revenue growth, not just lead generation.
Conclusion: The Path Forward with B2B Meta Advertising
Mason’s results-driven approach proves that B2B marketers can succeed on Meta. By managing lead quality, balancing prospecting and retargeting, and tracking the right metrics, companies can unlock significant growth.
For those considering Meta as part of their B2B strategy, Mason offers simple yet powerful advice: “Challenge your assumptions, measure relentlessly, and let the data guide your decisions.”
In a world where every lead and dollar counts, that mindset makes all the difference.
