Effective B2B Ad Campaigns: Part 1 - Ad Message & Concept Development
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Effective B2B Ad Campaigns: Part 1 - Ad Message & Concept Development

When it comes to running successful ad campaigns, there's more to it than meets the eye.
Keith Putnam-Delaney
Updated on
November 14, 2023
Published on
November 8, 2023

Table of Contents

In this first installment of our series on how we handle ad campaigns at Primer, we're going to delve into the nitty-gritty of ad messaging and concept development. So grab your favorite beverage, and let's get started!

Starting with the Basics

We kick off our ad campaign journey by honing in on messaging and concept development. The idea is to lay a solid foundation for our advertising strategy. We begin with some overarching concepts, focusing on our vision, the market landscape, and our target audience. These concepts find their home in a document within our wiki, where we outline what we believe to be true.

For example, we're strong proponents of efficient growth over the "growth at all costs" mentality. We firmly believe in better targeting to enhance efficiency. Our goal is to reach decision-makers with our ad message in various ways, among other things.

This lays the groundwork for why our product exists and who our ideal customers are. We pinpoint the perfect moment to win them over, and all of this culminates in our general positioning statement.

Our positioning revolves around the idea that our users seek efficient acquisition. Their problem? They need to focus their efforts and stop "spraying and praying" with their targeting. Primer empowers them to reach a precise audience across multiple channels.

Staging Ad Messags Right

To map out our ad and marketing strategy effectively, we've adopted a staged approach. We've adapted a model first devised by Robert Kaminski @ Fletch that encompasses different stages: drawing attention, enticing sign-ups, and reaching that "aha" moment. Each stage corresponds to various aspects of our product and messaging.

Source: sayprimer.com
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For instance, our first stage is all about creating awareness. We want our audience to recognize a specific problem: the struggle to drive sign-ups and conversions for their most valuable processes. We delve into the contributing factors, such as ineffective targeting and operationalizing ABM, to highlight the issues in the ad message.

Once we have a clear picture of the problem, we craft messages that aim to bring this pain into focus and offer a fresh perspective. We might use content types like pain diagnosis, which calls out the problem, or share tips and data to reframe the way our audience thinks about their challenges.


Moving on to the consideration stage, we focus on the ad message explaining how Primer solves the identified problem. We highlight the benefits of using Primer to target the right audience more accurately and efficiently. Our content for this stage may include showcasing features, educating about use cases, and presenting proof of Primer's effectiveness.


When it's time for acquisition, we want to make it a no-brainer for users to sign up or purchase Primer. Our messaging emphasizes the simplicity and speed of using Primer, as well as the ability to evaluate its impact for a high return on investment. We frame this core ad message with offers, reasons to believe, and a spotlight on the product's ease of use.

Crafting the Messages

The beauty of our approach lies in its flexibility. We have three messaging themes for each stage of the funnel and multiple approaches to conveying each ad message theme. This versatility opens the door to a multitude of content possibilities, all rooted in our core positioning. 

Source: sayprimer.com

To actually create this content, we leverage the power of AI. With AI, we can rapidly iterate and generate ideas for assets, images, and text that align with our messaging themes. Using prompts, we ask the AI to help us create different message copy ideas and image concepts. This speeds up the content creation process and ensures we always have fresh, engaging ads to work with.

The Final Word

In conclusion, our approach involves aligning messages by the stage of the funnel, using message themes that resonate, and employing various content types to effectively convey our core message. AI plays a pivotal role in generating content ideas and ensuring that we always have a pool of fresh creative assets to draw from.

Stay tuned for the next phase of our ad campaign strategy, where we'll dive into our rapid asset design process. With this methodology, we're equipped to keep our ad campaigns exciting, engaging, and free from ad fatigue. 

Don’t miss out on contacting us to request a live Primer demo. Our experts will showcase its capabilities for audience data enrichment and activation of highly targeted audiences across multiple ad platforms.

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