Overview
An ERP software company wanted to test Snapchat as a lower-cost B2B alternative to LinkedIn. Trendaway's creative-first approach delivered 2,100+ conversions at $45 CPL.
Challenge
B2B on Snapchat was virtually unheard of. ERP is complex with 3-6 month sales cycles. Target audience of business owners aged 25-40 was difficult to reach through standard interest categories.
Strategy
We used humor-driven creative like POV scenarios about Excel inventory management. Targeting built custom audiences from LinkedIn engagement data and website visitors, then created Snapchat lookalikes. Lead forms captured business email domains. A 5-email nurture sequence engaged leads not ready for demo.
Results
Humor-driven creative achieved 3.8% swipe-up rates. $45 CPL vs $122 on LinkedIn. Snapchat demo booking rate was 18% vs 22% on LinkedIn - modest difference for 63% cost advantage. 2,100+ conversions led to 378 SQLs and 42 closed deals at $18,000 average contract value. Client reallocated 40% of LinkedIn budget to Snapchat.
Key Takeaways
- Snapchat can be highly efficient for B2B when targeting younger business owners
- Humor and relatability are underutilized in B2B creative and stop the scroll effectively
- A small quality gap is acceptable when cost advantage is 2-3X - optimize for cost per SQL