Driving Qualified Pipeline Through Meta

This episode features an interview with Jen Rapp, CMO at Superside, an AI-powered creative service, trusted by 500+ top brands. Jen has over 20 years of experience developing and executing marketing strategies for high-growth companies, with a particular focus on working alongside entrepreneurial leaders to scale.

She discusses selling the vision and how doing good impacts marketing, sharing her lessons from her time at Patagonia and DoorDash. She also discusses winning on meta through quality creative and driving qualified leads through virtual summits. 

Key Takeaways:

• Don’t sleep on meta ads. If your ICP is on Instagram, those ads can be some of the cleanest and most effective ads to drive pipeline, especially if you have quality creative. 
• Virtual Summits, or essentially a stack of webinars, are a great way to get emails and drive pipeline if you are truly offering great content. 
• Sell the vision, not the product. A focus on features, instead of stories, is rarely the way to go. 

Quote:

• “  I would not have said this a year ago, when I first joined the company - number one is our meta, paid meta spend. I came to this company and I saw how much we were spending on Meta, and I was like, whoa, what the hell are these people doing? They're making mistakes left and right. Nope. We drive a majority, or a lot, I shouldn't say a majority, a lot of our qualified pipeline through our Meta spend. Our Meta spend also acts as our top of funnel awareness driver.  When we turn off meta, we basically turn off the ability of our SDRs and our BDRs to convert people to SQLs. It is invaluable. So number one, my marketing team is like rallied around creating incredible creative for Meta.”

Episode Timestamps: 

*(03:51) The Trust Tree: Making sure customers have confidence in you

*(12:12) The Playbook: The power of Meta ads

*(33:10) The Dust Up: Standing up to brilliant founders

*(41:01) Quick Hits: Jen’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Jen on LinkedIn
• Learn more about Superside
• Learn more about Caspian Studios