TMMF #029 · November 6, 2024

The B2B Advertising Expert

Dealing WithPower Laws, Visual Headlines & ROI-Focused Campaigns.

Guest: Kevin Lord Barry Messaging Show notes

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The signal, minus the noise.

“In B2B the text superimposed on the ad image makes up about 80 percent of performance of the ads.”

In this episode, we dive deep into the world of B2B advertising with Kevin Lord Barry, co-founder of Right Percent, an ROI-focused B2B advertising agency. With years of experience managing multi-million dollar ad spends for venture-backed companies, Kevin shares his insights on creating high-converting ads, leveraging power laws in modern advertising, and tailoring messaging for different decision-makers.

Kevin discusses the unique challenges of B2B advertising compared to B2C, emphasizing the importance of audience qualification and dealing with abstract products. He explains his agency’s approach to creating effective ad variations, focusing on visual headlines and leveraging the SUCCESS framework for brainstorming compelling ad ideas.

Steal these ideas

At 02:13, Chris and Kevin dig into kevin’s journey into b2b advertising — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 03:21, Chris and Kevin dig into key differences between b2b and b2c advertising — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 05:21, Chris and Kevin dig into the concept of performance marketing in b2b — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 10:06, Chris and Kevin dig into how modern advertising works on power laws — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation
At 11:57, Chris and Kevin dig into creating effective ad variations for b2b — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation

Key topics covered

A skimmable map of the conversation.

Start with the idea you need, then jump into the full episode when something catches.

Kevin’s journey into B2B advertising

At 02:13, Chris and Kevin dig into kevin’s journey into b2b advertising — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Key differences between B2B and B2C advertising

At 03:21, Chris and Kevin dig into key differences between b2b and b2c advertising — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

The concept of performance marketing in B2B

At 05:21, Chris and Kevin dig into the concept of performance marketing in b2b — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

How modern advertising works on power laws

At 10:06, Chris and Kevin dig into how modern advertising works on power laws — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Creating effective ad variations for B2B

At 11:57, Chris and Kevin dig into creating effective ad variations for b2b — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Top lessons from working with big companies

At 15:54, Chris and Kevin dig into top lessons from working with big companies — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Using the SUCCESS framework for ad creation

At 19:09, Chris and Kevin dig into using the success framework for ad creation — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Balancing creativity and data in ad messaging

At 22:15, Chris and Kevin dig into balancing creativity and data in ad messaging — a useful jump-in point if you want the practical part of this episode without scanning the whole conversation.

Show notes

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Use the timestamps as shortcuts: scan the arc, skip the obvious bit, replay the useful bit.